Sourcing glossary
Private label
Also known as: Own brand, Private labelling, 贴牌, 자체 브랜드, PB
Products made by a manufacturer but sold under the retailer's or seller's own brand, usually with some customisation of the product, packaging or specification for that seller.
For Amazon, Coupang or Shopify sellers, private label usually means taking a factory's existing (ODM) product, making changes such as colour, material, logo and packaging, and selling it exclusively under your brand. Because the product carries your name, you are responsible for its compliance, labelling and quality in your market.
The common mistake is changing only the logo: competitors can buy the same item from the same factory. Differentiate the product or packaging, and protect your brand and designs. See custom packaging from China.
Related terms
Guides that use this term
Compliance
Buying Branded Goods from China: Counterfeits, Trademarks and Customs
Why Chinese sellers offer 1:1 replicas, what customs does with counterfeit imports in the US, EU and South Africa, and the legal ways to sell branded or own-brand goods.
Updated 2026-10-19 · 8 min read
QC
Factory Audit in China: What It Checks, What It Costs and When to Order One
Factory audits in China: audit vs inspection, the five audit types, what the auditor checks on site, published cost per man-day, how to order one and read the report.
Updated 2026-10-14 · 7 min read
Suppliers
China's Biggest Wholesale Markets: What Each Sells and Which One to Visit
The wholesale markets that matter for importers, by product: Yiwu International Trade City, Guangzhou's clothing, bag and toy districts, Huaqiangbei, Keqiao and Guzhen.
Updated 2026-10-14 · 6 min read
Suppliers
How to Source Women's Clothing from China: Markets, MOQ, Samples and Labels
Where women's clothing is made and sold in China, stock-pack vs made-to-order MOQs, how to sample and check quality, sizing, and the labels your market requires.
Updated 2026-10-10 · 8 min read
E-commerce
China Dropshipping Agent vs AliExpress: Which to Use and When
AliExpress dropshipping vs a China fulfillment agent compared on product cost, delivery time, branding, quality control and stock, plus clear signs it's time to switch.
Updated 2026-09-25 · 6 min read
Suppliers
China Manufacturing Hubs: Which City Makes What (Cluster Map)
A verified map of China's industrial clusters by product: where toys, socks, shoes, eyewear lenses, appliances, ceramics, furniture and hardware are made.
Updated 2026-09-14 · 6 min read
Part of OEM & Private Label.