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Purpose The purpose of this article is based on the unit patent license fee model in the closed-loop supply chain. Design/methodology/approach This paper analyzes the impact of the bundling strategy of the retailer selling new products and remanufactured products on the closed-loop supply chain under the condition that the original manufacturer produces new products and the remanufacturer produces remanufacturing products. Findings The results show that alternative products can be bundled, and in many cases, the bundling of remanufactured products and new products is better than selling alone. Originality/value If the retailer chooses bundling, for the remanufacturer, when certain conditions are met, the benefits of bundling are greater than the separate sales at that time; for the original manufacturer, when the recycling price sensitivity coefficient is high, the bundling is better than separate sales.