The development of private label brands(PLB) in China's retail industry is still in the exploratory stage. In the survey of 48 Chinese retailers in April 2019, most of them have plans to develop their private brands. MSC and CCFA jointly developed this Report, which not only summarizes the successful experience of international retailers, but also introduces the progress made by Chinese retailers in introducing the MSC standard to promote the development of private brand seafood products.

Implemented in

  • Asia / Pacific
  • China

Sectors of activity
Agricultural and Fishery, Food & Beverage

Type of initiative
Capacity Building & Implementation

Start date
01/11/2019

End date
10/12/2020

Shared by

Chong Li

China Chain Store and Franchise Association

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Objectives

The development of private label brands(PLB) in China's retail industry is still in the exploratory stage. In the market survey of 48 Chinese retail companies in April 2019, most of them have plans to develop their private brands for seafood and willing to introduce international sustainable standards or successful experience in its development.
The report aims to share international and local cases and experiences in developing sustainable PLB products, to help Chinese retail companies establish a sustainable seafood procurement system, advocate sustainable seafood consumption, and call on consumers to participate in the protection of marine ecology and biodiversity.
The report provides insights of global development of PLB and the fishery standard has been employed in the category design, marketing and consumer engagement and strategic management in the relation to global SDGs. 4 cases have been analyzed, including Aeon in Japan, Whole Foods in USA, Real in Germany and Sainsbury’s in UK. Beyond those case studies, the report summarized the progress of PLB program in China retail sectors and several seafood products with MSC ecolabel under PLB category introduced by several key market leaders, e.g. Sam’s Club, Aeon, as well as local brands, Rainbow and Hema Fresh. At the end of the report four major suggestion was concluded to PLB development with the concept of sustainability.

Activities

As collected through the One Planet Reporting

No activities have yet been reported under this initiative

Impact and Results

The report has been launched at the CCFA Private Label Annual Meeting in December 2020, influenced 710 participants from retailers that participated in the online sessions.