From 2.7% To 4%&Nbsp; MANGO'S Ambition In China

With the intensification of international luxury brands and fast fading brands to the Chinese market, MANGO's top executives have also focused more on the potential tapping of the Chinese market.

Spain, 1984

When the MANGO brand was held in Beijing for the first time in Beijing, in the ship store in Beijing Dongfang Xintiandi, Mr. David Sancho, vice president of the MANGO international expansion department, received an exclusive interview with this reporter.

Chinese brands of international brands

In 1992, MANGO opened two shops in Portugal and began to move from there.

However, for MANGO, 2006 became a turning point in its operation in China.

This year, ZARA, also from Spain, opened its first branch store in Nanjing West Road, Shanghai.

In 2007, the Swedish brand H&M was also stationed in Huaihailu Road, Shanghai, which triggered a panic buying rush on the day of its opening.

The concept of fast fashion response and big price parity has been widely used in the media.

C&A and next, which will enter the Chinese market later, will make the fast fashion market in mainland China more competitive.

When asked by reporters how to deal with the impact of a rival, David Sancho said: "compared with ZARA and H&M's direct flagship store concept, MANGO's channel structure is relatively flexible. There are hundreds of thousands of square meters of Direct stores, there are more than 100 square meters of community stores, and more outlets are convenient for consumers to purchase."

MANGUO brand image benefits from the image of the people's shop, and always assumes that consumers create the most comfortable shopping atmosphere.

Consumers can also get more help and advice in MANGO stores for how to dress.

This kind of shop service is our advantage for our competitors. "

Especially in the past two years, MANGO shops in China are more open.

In addition, according to David Sancho, the concept of MANGO has always been derived from its unique design, excellent workmanship and unified and consistent brand image.

The group has analyzed, adapted and applied the brand's daily wear demand of the modern urban women in all the countries in the world, which is one of the keys to our business success and international reputation.

When it comes to the impact of the rapid development of China's local fast moving brands on the marketing of MANGO in China, David Sancho has repeatedly stressed MANGO's international genes in terms of product and display, as well as the forefront concepts of Spanish fashion.

Symbiotic channel concept of common prosperity

In order to get a better and better development in the mainland and the whole Asian market, MANGO has also made corresponding changes in recent years.

In August 2008, MANGO opened the first direct store in the mainland of China at the shopping center in Sanlitun, Beijing. After that, it opened two outlets at the end of 2008 and the 353 Music Plaza of Nanjing East Road in Pudong, Shanghai in March 2009.

Among them, 353 square store is the flagship store in Shanghai. It is also the fiftieth branch of MANGO in the mainland of China, with an area of 710 square meters.

If you count the franchisee opened by Wanda Plaza in Wujiaochang, Shanghai in May 2009, in less than a year, MANGO has launched 4 new stores in Beijing and Shanghai, and the area is more than 400 square meters. The shops are located in the mature commercial circle of their cities, and have adopted a more bright and bright decoration style. The exhibition area is more open, the commodity category is more abundant, and the display and matching of the display window is also significantly enhanced.

When some people in the industry predict that MANGO will be gradually implemented, the store will start direct operation.

"Before 2008, we adopted the franchise system management in China. With the increase of the consumption power of the Chinese market, the group began to invest more energy and financial resources in China.

To this end, we opened a flagship store in Beijing in 2008.

However, MANGO is not going to completely change the franchise model that we are best at. Apart from the Spanish market, the number of MANGO stores and outlets in the world will remain at 70% and 30%, while in China, it will remain in the half and co ownership development.

David Sancho explains.

According to Song Yun, general manager of MANGO Greater China, "MANGO's channel strategy in China is to set up a direct store in a second tier city and operate in a three or four tier city by franchisees.

The purpose of doing so is due to the complexity of the Chinese market.

But for franchised stores, we will conduct unified management, training and services to ensure the quality of the brand.

According to MANGO reports, in the 2010 fiscal year, the Chinese market accounted for 2.7% of the MANGO global market turnover, and this year, the Group expects to expand the proportion of Chinese market turnover in the global market to 4%.

"So far, we have opened 150 retail outlets in 43 important commercial cities across the country, and we expect to achieve 200 in the near future.

The expansion of terminal numbers will further expand the brand's influence and market share in China.

David Sancho told reporters about China's ambition from Spanish fashion.