Contest draws attention to private-label brands

To raise public awareness of private-label products, the Shanghai Licensing Association will host a competition this year to select best practices and encourage retailers to expand their private-label operations.

Private-label products are brands which carry the names of retailers, typically supermarkets and hypermarkets. By eliminating middlemen, private-label prices are usually more competitive than other brands.

The competition for best private label is part of the 2020 Shanghai Private Label Fair, which will be held at the Shanghai New International Expo Center in December.

"Private label has been an important strategy for us," said Chen Huifang, an executive with Shanghai Hema Tech Co Ltd, which runs Fresh Hippo stores under the Alibaba Group network.

"We have developed successful brands in on-the-spot food as one key differentiation of our stores," Chen said.  

Hema will be present at the competition, which is now seeking candidates. The contest will offer more awards this year, including best private-label marketing practice, best supplier, best team and best fashion leaders.

Last year, 58 retailers participated in the competition, and 1.8 million people voted online for their favorite private-label products. Another 20 percent more retailers are expected to take part in the competition this year.