Which one is more successful? Is there a future for both? There is no clear answer as it highly depends on how creative, attractive and consumer friendly a brand is perceived to be.
Global retailers have the advantage of a well known, long established brand of their company name which in most cases is enough to convey "good quality for a reasonable price" based on trust into all their private label supermarket brands.
In Thailand the egg brand "Goldenlay" is the producer brand of the number one egg marketer S.W. Foodtech who supplies all of the big retailers like Tesco, Tops, Big "C", Carrefour, Foodland etc.
Their eggstands have already "cult status" because consumers know that Goldenlay will always introduce new ideas and concepts of how to best use eggs in the tasty Thai cuisine.
Now Chinese egg specialities are available too, they are called "Century Eggs" with a pink shell and "Salted Eggs" with a white shell. These are actually duck eggs marinated and treated in a tradional Chinese way.
Consumers can buy them in glass clear Ovotherm Vision 3x4 packs made of 100 % recycled PET drinks bottles. Of course S.W. Foodtech offers a complete range of fresh hen eggs where the "Goldenlay" brand all packed in clear pack concepts from Ovotherm is holding its place against retail brands very well too.