Private brand has likely anticompetitive harms and likely procompetitive benefits, the end welfare effects need to be judged on a case-by-case basis by anti-trust bureaucracy.

• 自有品牌既具有促进竞争的效应，又具有反竞争的效应，最终福利效应取决于反垄断机关对具体案例的分析和评估。