人们会转向购买更便宜的自有品牌商品。

People will trade down to own labels which are cheaper.

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比如，在很多市场里，Lidl除了供应更为廉价的自有品牌商品以为，也提供有限的品牌产品。

In many markets, for instance, Lidl now stocks a limited range of branded goods alongside its cheaper own-label items.

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Waitrose表示，将从明天开始执行的价格匹配计划，是在集团自有品牌销售出现强劲增长之后启动的，而集团的自有品牌商品在09年3月开始上架销售，如今已经占集团销售额的17%。

The supermarket said the move, which starts tomorrow, follows strong growth in its own-branded goods, which were launched in March 2009 and now make up 17% of sales.

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