became the channel captain and focus on the efficiency of the channel:The situation today is totally different, as retailers have dominated in structural, conduct and performance aspects. There are battles over a long period between the retailers and the suppliers/manufacturers, such as the fight over price and supply of cornflakes(玉米片) between Kelloggs vs Shoprite, perfume(香水) between Channel vs Superdrug, and price-fixing in the electrical retailing market through recommended retail prices.