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Introduce Mango To Customers
Total Articles: 15
In less than a year, there are 4 new Mango stores in Beijing and Shanghai. Each of them covers an area of more than 400 square meters. The stores are located in the city's mature business circle. They choose the more lively and shiny decoration as a style. At the same time, the kinds of products are more abundant and plentiful. Up to 2009, Mango would stress to improve its image in mainland China. So openning high standard chain stores is one of the important measures. Before this September, there will at least three stores be opened in Chian. Obviously, the Spnish company decides to change its strategy. In the past, it seems snub the Chinese market.
As an international famous fashional brand that enters the mainland China at the earliest, in 2002, Mango opened its first brach store in the international market of Beijing, which is taken for the top shopping place in Beijing. The fresh European style, rapid product substitution and the high positioning urge Mango can occupy the relative blank mainland market soon at that time. Mango expand its reputation in the first and second cities with at least 6 stores every year. Between 2004 to 2005, this was the best time for Mango in mainland market.
The best time was end in 2006. In this year, Mango met its competitor—ZARA, which is also a famous brand from Spain. ZARA opened its first branch store in Shanghai Nanjing Road as its first step in mainland market. ZARA has faster speed to face the fashionable than Mango. More to the point, it first brings the concept that top famous brand can be sold in rational price for the mainland customers. Fash Fashion began to be widely rendering by media. In 2007, the Swenden famous brand--H&M also entered and be stationed in Shanghai Huaihai Road. On the openning day, it occurred the panic buying. Later on, C&A, and Next enter the mainland market in succession. Before long, fast fashion market turns to be more lively.
ZARA and H&M keeping extending more chain flagship stores in the first cities—they open a sole corporation. The corporation aims at getting around all intermediary link, they sell the fashion that design and produced by themselves in Chinese market directly. They even refuse to cooperate with department store. By contrast, even though the franchisee of Mango expand with a fast speed, The strength of the dealers often are uneven. In addition to the human resources and financial resources are limitated in opening and operating. The franchisee of Mango can not be equal than chain store for whether the location, size, personnel training or marketing. The direct disadvantage of shop with small area is that limit the number of products be showed and it is difficult to appear tidy and beautiful under the circumstance. A crowded shopping environment make consumers will not stay for a long time
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