Abstract In this paper, we analyse the strategic role of the recent introduction of national brand (NB) products by hard discounters (HDs) in the French food retailing market and its impact both at the retail and manufacturer levels. We use a structural econometric model of vertical relationships and consider the competition between mainstream retailers (MSRs) and HDs, and between NBs and private labels (PLs). We apply this model to the French dairy dessert market, which is characterised by a high penetration of PLs and a high concentration at the manufacturer and retail levels. Using a counterfactual analysis, we show that the introduction of NBs by HDs clearly increases hard discounters’ profits. Consumers benefit from this strategy. Moreover, we find an increase in the profit of manufacturers of NBs but at the expense of MSRs. We also show that the introduction of NBs by HDs does not only act as a means to attract different consumer groups and extend their market share through a variety effect. It also serves to improve their bargaining position with respect to their PL providers.

中文翻译：

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硬折扣中的民族品牌：市场扩张和议价能力效应

摘要 在本文中，我们分析了最近由硬折扣店 (HD) 推出的国家品牌 (NB) 产品在法国食品零售市场中的战略作用及其在零售和制造商层面的影响。我们使用纵向关系的结构计量经济学模型，并考虑主流零售商 (MSR) 与 HD 之间以及 NB 与自有品牌 (PL) 之间的竞争。我们将此模型应用于法国乳制品甜点市场，其特点是 PL 渗透率高，并且在制造商和零售层面高度集中。使用反事实分析，我们表明 HD 引入 NB 明显增加了硬折扣商的利润。消费者将从这一策略中受益。此外，我们发现 NB 制造商的利润增加，但以 MSR 为代价。我们还表明，HD 引入 NB 不仅是一种吸引不同消费群体的手段，还可以通过多种效应扩大其市场份额。它还有助于提高他们与 PL 供应商的谈判地位。