The world's leading self-service wholesaler aims to double its own brand sales to 20 percent of its total turnover in China by 2012, according to Tino Zeiske, president of Metro Cash & Carry China.
The wholesaler now carries 2,000 own brand products at its outlets in China. In order to achieve the target, another 1,000 items will be added to the portfolio, Zeiske said.
Metro's decision to focus on own brand products reflected its intention to boost business by meeting more local demands as competition with Carrefour and Lotus intensifies.
China's gross domestic product rose 8.7 percent last year, the slowest pace in 10 years, prompting consumers to tighten their belts.
The Chinese names of six exclusive self-brands, including Aka and Horeca Select, were unveiled yesterday. The company said these brands will be about 10 to 20 percent cheaper than rivals.
Metro's customers include hotels, restaurants and caterers. It operates 43 stores in 34 cities in China.
