Low Price Performance "Marginalized" Agents In The Past To Expand The Product Line

< p > in the expansion plan that Mango has just released, the brand's attitude towards the Chinese market has become the most subtle existence.

The first fast fashion brand to enter China will encounter an "edge" and Mango will change its overseas agent to cope with the rapidly changing market.

< /p >

< p > < strong > Mango the new expansion plan avoids the Chinese market < /strong > /p >

< p > when other fast fashion brands actively occupy the territory in China, the "2019 plan" of Mango, a Spanish high street chain brand, appears to be a bit late.

Not only that, in this rich content of the plan, the global fashion brand "gold rush" popular Chinese market has been driven into the "cold palace".

< /p >

< p > it is reported that Mango plans to achieve sales of 4 billion 500 million euros in 2019, increasing the number of stores from the current 5200 to 7800.

Mango also plans to launch big code and maiden < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > series.

At the same time, men's clothing is also the focus of the brand's recent action. Mango announced that it will expand its H.E.by Mango men's clothing series.

< /p >

< p > however, in the strategy of opening up a new store, Mango runs counter to its competitors' expansion in China. Mango's 100-150 new stores will be concentrated in Europe, such as Germany, France and Italy.

< /p >

< p > for the Chinese market, the brand manager Enric Casi's attitude is especially cautious. He said that Mango will conduct a comprehensive study and planning of the Chinese market to identify future development plans.

< /p >

< p > < strong > low cost performance "marginalized" past tide card < /strong > /p >

< p > most Chinese consumers do not know what "fast fashion" is in 2002. Mango has arrived in China and has distributed 200 retail outlets in 80 cities in China in ten years.

Dan Dawei, chief executive of Mango Greater China, said last year that "in the next three years, the brand will open 500 retail outlets in China, covering more than 100 cities".

< /p >

< p > nowadays, "withdrawal" has become one of the portraits of Mango in China.

In Beijing alone, the Mango counters of Dongzhimen Ginza department store, Chongwenmen new world department store and Dazhong Temple Shang Ke department store have been withdrawn from shops, and Wuhan, Dalian and other places have also heard some news about the closure of Mango counters.

By contrast, in 2012, there were 71 stores and 339 stores in UNIQLO and H&M in China.

< /p >

< p > lack of price advantage may be the main reason why Mango is marginalized.

Ms. Wang, who often buys fast fashion a target= "_blank" href= "http://www.91se91.com/" > dress < /a >, says that the price of Mango like products is nearly 1/3 higher than H&M, like women's striped sleeveless jackets, H&M sells for 69 yuan, and Mango price is 89 yuan.

< /p >

< p > Mango a special shopper said that every week the counters will have new models, and sometimes they will be updated in 2-3 days.

Although the new speed is faster, compared with the competitors, too small storefront makes the Mango display to the consumer's style is not rich enough.

< /p >

< p > < strong > cooperate with overseas agents to widen product line < /strong > /p >

< p > for Mango, in addition to the low cost performance of products, in the "withdrawal shop" tide, the agency mode also appeared the problem of poor profitability.

< /p >

"P > Mango" blossom everywhere in China's small shops, and its store area for agents in Asia is 300 square meters, while ZARA stores in China have reached more than 3000 square meters in China.

According to the insiders, the turnover of ZARA's 500 direct outlets has reached Mango or perhaps 2000 agency stores.

< /p >

< p > Mango is trying to change this situation. The brand plan has balanced the proportion of franchising and independent holding within five years. At present, all stores in the brand have reached 60% of the property of the agent.

< /p >

In P, in addition to increasing the proportion of direct outlets in China, Mango will have a new try in the agency mode.

A person familiar with the matter told the Beijing Commercial Daily reporter that Mango plans to open its first men's clothing store in China in a shopping mall in Shanghai in September this year. However, this brand agent is not from China.

< /p >

In the view of retail expert Shen Jun, P shows that Mango is about to change its traditional agent mode in China.

But Shen Jun also pointed out that the direct and agent mode should be the two carriages that go hand in hand. Besides, Mango needs to make adjustments in price, which is closer to the changing tastes of Chinese consumers in style.

< /p >