New Product Line Sales Are Not Ideal Mango Downward Revision Of Mid Term Revenue Targets

< p > because the new product line sales are not ideal, the Spanish high street fashion brand Mango has to modify the medium-term revenue target downward.

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< p > as part of the ten year development plan, Mango introduced a href= "http://sjfzxm.com/news/index_x.asp" > children's wear < /a > to underwear product line and big size clothing brand Violeta last year. This year, it also introduced a series of clothing specially designed for teenagers and mature women.

Mango CEO Enric Casi told Reuters that the new brand needs to grow longer than expected. "It will take several years to reach the unit area sales level of the traditional product line", but everything is normal.

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< p > Enric Casi acknowledges that the 2014-17 year income expectation has been too optimistic in the past. "Now decides to adopt a more conservative standard to set performance targets".

Mango lowered its 2017 revenue target to 3 billion 270 million euros last week, down about 1/3 from its previous target of 4 billion 970 million euros.

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< p > Mango achieved total revenue of 1 billion 846 million euros in 2013, less than 1 billion 983 million euros expected by the group, an increase of 9% over the same period last year, accounting for 83% of overseas market revenue, and only 17% of its revenue came from the Spanish local market.

EBITDA (profit before depreciation and amortization) was 229 million 900 thousand euros; net profit rose 9% to 120 million 500 thousand euros per year, an increase of 78.74% over the previous year.

The investment budget for Mango 2014 fiscal year is about 300 million euros, and is expected to be invested in new store construction, store renovation, logistics and IT system.

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< p > related links: outdoor brands compete fiercely to seize the high-end market as a breakthrough point < /p >

< p > China's outdoor sports brand has grown by more than 40% per year, and has become one of the fastest growing subdivision industries.

Since 2000, TheNorthFace and NORTHLAND have entered China one after another, and more than 70% of them are in shopping centers and department stores.

Outdoor brand competition is becoming increasingly fierce, and the high-end market has become a breakthrough.

Shopping centers and department stores can create the high-end image and positioning of the brand.

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< p > at the same time, most of the high-end brands such as Arcteryx and Mammut, which are newly entered the Chinese market, mostly consider shopping centers and department stores on location. This is due to the large flow of people in shopping centers and department stores, which help to enhance brand awareness and make the brand known to consumers in the short term.

At the same time, its higher unit price makes it more inclined to choose shopping centers and department stores that highlight high-end positioning and image.

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< p > domestic outdoor brands accelerate expansion, but the influence and competitiveness of foreign outdoor sports brands are still better than domestic brands.

Among the top ten brands, foreign brands occupy six seats, and the total market share is more than two times that of domestic brands.

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