After decades of practice and development，labor service brand in China has become an important force in promoting the transfer and employment of rural labor forces，improving the quality of employment and boosting the economic development. It has realized full coverage of region，industry and major sectors. But there are some outstanding realistic problems in building labor service brand，such as the awareness of labor service brand is not strong and its subjectivity is not enough，the system of building labor service brand is not sound，and the related policies and services are insufficient. As China’s economy enters a new stage of development，labor service brand are upgraded from the stage of labor export to promoting employment and entrepreneurship for those who return home. All sides have actively introduced policies and action plans to lead the standardized development of labor service brands and build labor service brands based on local advantageous industries. At present，the “Internet + labor service brand” model has gradually become a trend. At the same time，the development of labor service brand is faced with a series of opportunities and challenges，including entering the stage of high-quality development，urban and rural regional structural adjustment，the change of population structure and so on. Therefore，in order to promote the development of labor service brand，it is necessary to increase investment in human resources，strengthen the development of factors，establish and perfect the policy system，and optimize the coordination between organizations and policies.