Dedicated to promoting China and even the Asia-Pacific region
The healthy development of private brands in the retail industry

Private Label Fair Asia (PLF) is a leading exhibition platform in China, focusing on resources related to full-category merchandise for retailers and supermarkets.

PLF is committed to optimizing the product mix in the retail market, facilitating the quality upgrade of retail products, and enhancing the efficiency of product circulation. By building a precise bridge for retail-supplier cooperation, it aims to meet the growing material and cultural needs of Chinese consumers. Therefore, connecting supermarkets with high-quality, full-category sourcing has been a philosophy that PLF has been adhering to since its inception. Over the past 15 years, more and more supermarkets have shifted from a shelf-based business model to a product-based business model. With the change in retail business model, retailers' procurement needs for direct product procurement and private label development have also rapidly expanded.

As one of the world's three major series of private label exhibitions (Amsterdam, Netherlands; Chicago, USA; Shanghai, China), PLF has helped over 3,500 manufacturers, brand owners, and retailers at home and abroad establish connections and achieve a positive retailer-supplier partnership, building a more stable and healthy new cooperation model. In recent years, with the increasingly diversified business models of self-operated products, customized products, private label products, co-branded products, and IP cooperation, retailers' demand for purchasing differentiated products, high-quality and cost-effective products, and trendy products has surged. In 2024 alone, through multiple channels such as PLF retailer-supplier matchmaking events, PLF into retail, and PLF online matchmaking events, PLF helped 154 suppliers release nearly 200 procurement demands; achieved matchmaking with 800 suppliers; and led 171 suppliers to enter into precise procurement demand matchmaking with top retailers such as JD.com, Wumart, and Xinlongjia, resulting in a large number of cooperation orders.

The 18th Private Label Fair Asia (PLF) will be grandly held in Shanghai from November 18 to 20, 2025. The total exhibition area will exceed 60,000 square meters, with a plan to accommodate 1,000 exhibitors from all categories, covering personal care and cleaning, household goods, food for daily use, confectionery and pudding, alcoholic beverages and mixers, biscuits and pastries, snack foods, design and packaging, and other categories. It aims to achieve efficient and precise matchmaking with retailers both domestically and internationally.