Channel Competition For War: From Baozi Boss To Big Shareholder In Spring Department Store

Brands can directly capture consumers' hearts through channels. Although channels do not possess this function, they can attract consumers' eyeballs and wallets.

At the same time, a company with brand and channel is just like a martial arts master who has passed the "two pulse of governor".

This is the reason why channel competition is so fierce.

Here, we write an article by Chen Jizhan, a business channel research expert, to tell you about the two brothers of baozi boss Kenneth Chan and Chen Han Jie from single product operation to department store listed companies, international famous agency companies and fashion media.

In February 24, 2010, shortly after the Spring Festival, in the shopping mall on the first floor of Zhongshan store in spring, Paris, Xiamen, ZEGNA, POLO, HUGOBOSS and other international shop clerks waited for the guests' door-to-door with gentle background music. Occasionally they smiled and nodded to the passing customers.

After experiencing the peak sales of the Spring Festival in 2010, these brands ushered in a rare free rest period.

Unlike these brands, they are still working nervously on the first floor of BMW men's (BMWLIFESTYLE) counters. The salesperson is introducing a beige jacket for two male customers who come from Jinjiang.

As a newly launched menswear brand of baozi international, relying on the strong brand influence of Baozhuang women's clothing, BMW men's clothing has been spreading quickly in some middle and high-end department stores in China in recent years.

Of course, before BMW men entered these stores, he had the competitive advantage of other brands, that is, the boss behind baozi international, and also the major shareholder of Paris Spring Department Store (hereinafter referred to as "Spring Department Store").

Spring department stores have more than a dozen chain stores throughout the country, and BMW men's wear has quickly penetrated into the chain store system of spring stores at the beginning of the market.

In recent years, there has been some news about the integration of brands and channels, and the seamless link between Baozi and spring department stores is a successful example of the integration of commercial supply chain.

How did Chen's (Kenneth Chan and Chen Hanjie) brothers get through the two pulse of governor Ren?

What convenience and advantages did it bring to baozi international and spring department stores?