汽车售后市场的竞争动态：品牌产品和自主产品-外文献翻译.docx

The Competitive Dynamicsin the Automotive Aftermarket: Branded Products and Private Label ProductsTHE BUSINESS CASEThroughout the automotive aftermarket industry,senior executives are facing the reality of private brands. Similar dynamics exist outside of the automotive aftermarket and are intensifying in other sectors, such as traditional consumer goods. Also known as “private label” and referred to across many consumer-oriented industries as “store brands,” “control brands” or “own brands,” their rising prominence has led top executives to ask:? What issues and risks do U.S.-branded manufacturers face with respect to private brands?? How are market forces different today than in years past? How will this landscape evolve?? How can I better understand my operational blind spots in an increasingly competitive landscape?? What can my management team focus on to protect and grow my brands? Where do we start??What are the similarities and differences between the private brand trends in the automotive aftermarket and the consumer products sector?? What can be learned by automotive aftermarket executives from the private brand experiences in other sectors?Although answers to these questions are not simple and some market dynamics are not yet fully clear, the availability of private brands and other competitive trends are growing in the automotive aftermarket community, just as they are in many consumer product segments.One out of every three consumer products sold by one of the nation’s largest retailers is now private brand – up from one out of every five just a few years ago.With U.S. private brand sales in the grocery market surpassing well over $80 billion, for example, private brands can no longer be ignored by consumer product manufacturers. The U.S. market share of private brands in food, drug and mass merchant channels is more than 20 percent, according to industry data research firms. More than 80 percent of consumers shopping in big box, warehouse clubs and sup