Abstract: Store brands have a large market share in both the U.S. and European markets, and especially after the 2008 economic crisis, store brands have expanded rapidly due to their “cheap and cheerful” characteristics. In recent years, more and more retailers in the Chinese market have also started to introduce store brands. In recent years, more and more retailers in the Chinese market have also started to introduce store brands. For example, Joybuy's mother and baby brand “Original care”, NetEase’s “Lifease” and so on. The retailer originally acted as a distributor in the supply chain, but when it introduced store brands, it became a competitor to national brand manufacturers. So what factors influence a retailer's introduction of store brands, what advantages do existing national brands have, and how do these advantages influence a retailer's decision to introduce a store brand?

Key words: national brand; store brand; peer influence effect