Analysis of the Introduction Strategy of Private Brands on E-commerce Platforms

At present, private brand products have become a crucial driving force for the development of retailers. As e-commerce platforms gradually incorporate private brands into their business scopes, the newly introduced private brands will inevitably compete with the original products on the platforms. In this situation, e-commerce platforms need to make informed decisions to ensure the sound development of the supply chain. This paper deeply analyzes the production methods adopted by e-commerce platforms when introducing private brands, fully considers the business models of the original traditional manufacturers' products on the platforms, and explores the introduction strategies from two dimensions, aiming to provide references for e-commerce platforms to develop private brands.