Hangzhou Mango5 Store Stores Withdraw 4 Fast Fashion Also "Acclimatized"

< p > < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > size is not complete, teller is "temporary worker" < /p >
< p > "after June this year, I have never been to Mango. The clothes in the shop are too big, and there is nothing I can wear," Chen Xiaoben bought Mango for many years and is a loyal buyer. < /p >
< p > recently, the reporter came to the Mango counter of Lee Star shop in Ming De square. Outside the shop, the glass window was marked with the word "big sale". In the shop, < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > was being folded up for sale at three, while the clothes in the counter were short of T-shirts, fur coats and cardigan, almost containing "four seasons". Reporters stayed in the shop for 10 minutes, and there were no more than 15 customers to patronize, but there was no turnover. What was interesting was that Mango's "next door neighbor" such as H&M, Bershka and Zara was another scene. 30 to 40 customers in the shop were shopping, especially the H&M counters. < /p >
< p > in addition, some clothes and trousers of Mango counters do not have a small size, such as a white long sleeved jacket with a discount. There are only two pieces of 170/88M left. The shop assistant told reporters: "before the sales campaign was done, the small size was sold out." < /p >
< p > "can't you replenish the goods?" is the fast fashion brand fast? "The shop assistant said she did not know when to make up the new product. She was just a friend from the boss's office to help look at the shop. Chen Xiaoben said," when the house of Qingchun Yintai was closed, I could only run here to buy it. I didn't expect it to happen. " < /p >
< p > Chen Xiaoben was really helpless because she saw the last store of Mango in Hangzhou. As the first fashion brand to enter the Hangzhou market, Mango has set up counters in Yinlin, West Lake Yintai, Qingchun Yintai, Ming De square, Lixing store and so on. In a few years, only one family left. < /p >
< p > performance continued to decline, the agent and brand dealers disagree with < /p >.
< p > serious shortage and slow update. These are the important factors for the fast fashion brand to win. Now it has become the fatal injury of Mango. This is most directly reflected in sales performance. < /p >
< p > < Mango > the reason for Mango's dismantling is poor performance. We give it the best position on the two floor, but it doesn't seem to be a good achievement. Qingchun Yintai relevant responsible person said. It is reported that the sales performance of Mango counters in recent two years has been declining from 20% to 30%, and the Qingchun Yintai has been withdrawn by the end of May this year. < /p >
< p > more industry insiders believe that the contradiction between agents and brands is the main reason leading to the decline of Mango performance. < /p >
< p > "Mango all counters in the country are agents, not brands. This is rarely seen in fast fashion brands. The entry of agents means the generation of intermediate costs, which has a great impact on the types and prices of final products." insiders say, "Mango is not satisfied with the performance of agents." < /p >
< p > however, as an agent, there seems to be a lot of dissatisfaction with the brand. "Mango sales have been declining since 2011, and we can't get many styles, and some dress skirts are not accepted by the public," said Mr. Zhao, director of Wenzhou man Ya Clothing Co., Ltd., a former agent of Mango. "Later inventory pressure is also relatively large, so we have no use communicating with brands." < /p >
< p > break the retail myth, fast fashion will also "acclimatized" < /p >.
< p > Mango is the first fast fashion brand to enter Hangzhou. It has special significance for Hangzhou female consumers. However, with the presence of brands such as H&M, ZARA and Uniqlo, the forerunner obviously failed to stabilize its own territory. < /p >
< p > "in the just concluded discount season, Mango's sales are between 50 thousand and 60 thousand, less than last year, while H&M and ZARA's performance is one more than zero." The head of the department store said. It can be seen that the same fast fashion brand has a completely different situation. < /p >
< p > in recent years, fast fashion brands have repeatedly created "myth" in China's retail circle: ZARA has become one of the most efficient retailers in China after entering China, and Uniqlo has 70% of its global sales growth from China stores. "Every year in Hangzhou there are newly opened department stores and shopping centers. Fast fashion brands have become attractive standards for attracting people and making money." Department store insiders said. It is reported that in May of this year, Xixi impression city opened 1/3 of the business area to the fast fashion brand. At the same time, Hubin Yintai two opened the "top position" of the top floor of the entrance to the fast fashion brand. < /p >
< p > however, at present, Mango has broken the "fast fashion effect" in the nationwide stores. Its subtext is "not every fast fashion can adapt to the soil of China". < /p >
< p > the Chinese market has become the most awkward part of the Mango world map. In the Mango2010 fiscal year, the Chinese market accounted for only 2.7% of the global market (excluding VAT). At present, the Mango official website shows that there are 115 stores in China, which shrank by 42.5% compared to 2012. Only 4 domestic stores closed in June this year. < /p >
< p > fast fashion brand, almost become a favorite of department stores and ShoppingMall. However, not long ago, as a fast fashion brand that first entered Hangzhou, Mango is another situation. The store in Yintai Qingchun store officially withdrew from the store. Then, Shanghai, Beijing and other places have repeatedly heard the news of closing stores, which seems to be incompatible with the same brand today. < /p >
In less than p years, Mango has withdrawn 4 of its 5 stores in Hangzhou. Many buyers complained that the "incomplete size" and "new slow" also led to a two digit decline in their sales performance and eventually closed shop. Meanwhile, rumors of disagreements between agents and brands were rampant. < /p >
The withdrawal of < p > Mango has made many Hangzhou girls sigh. This brand has opened up their pursuit of "fast fashion craze". For the increasing department stores and shopping centers, fast fashion is also a "standard" for ensuring popularity and buying gas. The withdrawal of Mango has brought away the memory of loyal fans, and has also destroyed the "fast fashion fashion" retail myth. < /p >