Meaning:
“开” means “open,” “架” means “shelf,” and “品牌” means “brands.” This term, often used by marketing personnel, refers to brandname products, usually cosmetics and skincare products, that are sold in supermarkets and displayed on shelves. In contrast, luxury brands are always sold in department stores and displayed behind counters, or in franchised stores.
Example:
A: 你一般买什么品牌的化妆品？
Nǐ yībān mǎi shénme pǐnpái de huàzhuāngpǐn？
What brands of cosmetics do you usually buy?
B: 我很少买大牌彩妆，一般买开架品牌，质量还可以，比大牌便宜很多。
Wǒ hěnshǎo mǎi dàpái cǎizhuāng，yībān mǎi kāijià pǐnpái ，zhìliàng hái kěyǐ，bǐ dàpái piányí hěnduō。
I seldom buy famous cosmetic brands. Normally I would buy brands sold in supermarkets, which are of acceptable quality but are much cheaper than famous brands.