Can E-Commerce Help MANGO Catch Up With ZARA?

The same as Spain.

The MANGO of "millennial second" is unavoidable.

Comparison.

In fact, MANGO entered China in the year of 2002, 4 years earlier than ZARA entered China.

But from the current situation, MANGO has missed the lead advantage.

According to public information, in recent years, MANGO has been shrinking in Hua men shop. From 200 stores in 2013 to 61 last year, it is only half the number of ZARA stores in China, far less than H&M and UNIQLO.

Compared with the shrinking market, the electricity supplier has become an antidote for the international brand.

How to do business, MANGO took 7 years to gradually understand the road.

"This year is the seventh year since we launched Tmall, and we haven't done enough well before."

MANGO Zoe, head of China electricity supplier, said.

Last year, in order to focus more on the development of e-commerce business, MANGO shut down the Jingdong store and made every effort to bet on Tmall and its official website, and replaced the same generation operators as C&A and other international brands.

This year, in the 618 Tmall year, MANGO's ranking in women's wear increased by nearly 100, and sales doubled.

Zoe frankly, headquarters began to pay more and more attention to the investment of electric business.

But in order to catch up with the fast fashion brands such as ZARA, H&M and UNIQLO, there are many problems before MANGO: the price is high, the speed of goods update is slow, the international brand long reporting system and online and offline have not yet been fully opened up.

MANGO before the slow acceleration of physical fitness has been deep in the black hole where profits decline and many stores close.

Not long ago, MANGO MNG Holding, Spain fashion group, released its performance report in fiscal year 2015. Its sales revenue was 2 billion 327 million euros last year, and its growth rate was 15.3%, an increase of more than 13% of the original estimate.

According to its earnings report, 82% of its revenue comes from overseas markets, of which the proportion of online and offline sales worldwide is 1:9 while in China it is 3:7.

It can be seen that China's electricity supplier channels contribute to its sales volume.

For a relatively conservative international brand, before entering the Chinese electricity supplier market, it is the most foolproof to try the water test first and make market research.

"We tried Tmall and Jingdong at the time, but the sales volume of the latter was not ideal, and the input output was not directly proportional, so we gave up the platform," Zoe said. At present, they will focus more on Tmall and the two major platforms of official website.

In the past, MANGO has been obscurant in Tmall because of the lack of professional operators, and no major sales promotion nodes have seen him on the platform. Until last year, a new generation of operation company was changed, and the situation improved.

"However, every big promotion or activity involves the coordination of the core factors," said Liu Dingding, director of the MANGO's electricity supplier operation. For example, during the period of big promotion, it needs to pfer goods with headquarters. However, because of the long communication cycle and the fast pace of business, MANGO's "slow hot constitution" is a bit behind the scenes, thus losing many opportunities for exposure.

MANGO is a step slower than other fast fashion brands.

In the early years of Tmall's recent promotion, many international brands were driven to sales by a wide range of channels.

But for the full channel MANGO, it is just beginning.

"At present, we still have two departments under online and offline, and we have not got through yet. The only one that has been opened is only a member system." Zoe introduced that members' information on line and line will be synchronized in a database, and the MANGO world will continue to use a set of inventory mechanism, that is, online and offline independent inventory, and this problem may not be different at ordinary times. If we encounter big promotion, we will lose the battle. When the unfilled inventory can not predict the online traffic, the inventory under the line can play a good role as a reinforcements. "We also hope that we can get through the stock, but it still takes time.

It can be seen that speed has become the key to MANGO's success or failure. He has gradually realized this and is accelerating.

In spring and summer 2016, the new MANGO will be updated every two weeks to meet the needs of the market.

And ensure that the goods on line are basically the same.

At present, the Tmall shop has an average of 300 new products in a month, averaging 75 lines a week.

In order to lock users more accurately, they have done a series of research on user buying habits. "Through some data, we can see that the MANGO consumer group is on the office floor, and their buying point is on every Tuesday and Friday." therefore, MANGO chooses to be new on these two days. In order to guarantee a certain amount of stock, they will pfer the goods with headquarters one month ahead of time.

Zoe says.

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In addition, although the inventory under the MANGO line has not been opened yet, the Spanish headquarters will also weigh the priority of supplying some of the stocks under the line, such as 618 and double 11, and now the MANGO will gradually open its jurisdiction to Tmall.

A low profile to restore users to fast fashion brands, prices have always been their advantage to close to users, but MANGO has been embarrassed by price positioning and has been fouled by consumers. Not long ago, he finally couldn't afford to carry out a round of price adjustment.

The price of its new young clothing "NewPrices" series has dropped by about 15%.

Using price cuts to attract users and lowering their posture to catch up with peers is a big strategy for MANGO this summer.

"And spring and summer are our eruptions, because the main category of MANGO is the dress," Liu Dingding said.

Besides low price, MANGO also pays more and more attention to the interaction of fans.

"We will interact with fans through social media. Discount and gift giving are commonly used techniques, so that fans can be integrated into the brand." on the other hand, they promote the brand through the super model spokesperson.

Last year, KATE Moss and Cara Delevingne released platforms for new MANGO products. In March this year, Liu Wen became the spokesperson of MANGO's "soft series".

Under the star effect, it will also stimulate fans' shopping demand to a greater extent.

 

(MANGO "soft series" spokesperson Liu Wen)

At the same time, along with Tmall's increasing emphasis on content marketing, MANGO has also done a lot of content marketing in micro channel, micro-blog and other channels.

Previously, "Ode to joy" hot, MANGO in the micro Amoy combination of hot spots out of a happy song of the workplace fan content, through the MANGO product mix recommended to users.

"Because our core category is a dress," Liu Dingding said, they will also produce a lot of content about the dress, such as "a little black dress between you and the goddess", "shoulders and summer clothes" do not have "new machine" and so on, which conforms to the current popular hot spots, and can also highlight the marketing content of their own brand characteristics.

Of course, MANGO has increased the brand exposure on Tmall this year. "In the past few years, we did not attach much importance to the display on Tmall, because the headquarters is also investigating whether Tmall is suitable for the development of MANGO. Through the double growth of the data over the past two years, it has also increased the proportion of Tmall to its headquarters."

Zoe said.