Self-management of supermarkets refers to a mode of operation in which supermarkets set up their own brands and produce and sell goods. Supermarkets can completely control the production and circulation of self-operated goods, so as to achieve the goal of high-quality products and reasonable prices. For consumers, supermarket self-management can not only buy unique goods, but also enhance consumers' intimacy and trust, so as to enhance brand benefits.

supermarkets need to establish their own production and supply chain system, which is a process with large investment and long time consumption for supermarkets. However, supermarket self-management also has many advantages, such as the quality of self-management goods is more stable and more secure, supermarkets can better grasp the market demand and changes, adjust and improve in time according to the situation, and have the initiative in brand control and commodity management.

Self-management in supermarkets is very attractive to consumers. Consumers generally think that self-management products in supermarkets have higher quality assurance and more affordable prices, so they have higher purchase intention. At the same time, self-operated products in supermarkets can better meet the diversified needs of consumers, and supermarkets can improve and upgrade according to market reactions and consumer feedback, so as to provide consumers with more personalized product choices. The concept of self-management in supermarkets also meets the higher requirements of modern consumers for health, safety and environmental protection.