Inditex has very successful brands Zara and MassimoDutti. Mango sells clothes through MNG brand in China, because the name Mango has been registered and used by another company in mainland China. Nearly 40% of Mango's Asian business is related to China. In order to supply 640 stores on five continents, most of mango production processes are carried out in Chinese mainland. Inditex's production center is in Europe, and there are also production centers in Spain.
Only 15% of mango is produced in Spain. Because of the high local cost, mangoes have to find goods from other places. About 25% of the company's products are purchased from Morocco, and some are from India and Turkey. China is increasingly becoming the factory of the world, and mangoes are increasingly purchased from Chinese mainland. The company is mainly engaged in design and distribution business, and almost all production processes are outsourced.
IvyLee, the Asian representative of Mango, said that the company is determined to provide affordable fashion to the target market. She pointed out that there are two main types of clothing in the Asian market, one is high-end brand clothing such as Chanel and Louis Vuitton, and the other is low-quality products without brands. Mango saw the market space and took the middle route to provide products with medium and high quality, good brand image and reasonable price. Kai-Fu Lee said that Shanghai is the main commercial center of China, and opening a store for Mango in Shanghai is an important step. This new store is located on Nanjing West Road, which is one of the shopping attractions in the city.
MNG stores in Chinese mainland are franchised, and people who get the franchise usually have to pay 70,200 to 93,600 dollars. Mango 1995 has entered the Asian market and has stores in Hongkong, Korea, Taiwan Province Province, Philippines, India and Singapore. In 2002, the turnover in the Asian market was about 1 1 billion dollars, which was 1 3% higher than that in 2006, accounting for 10% of Mango's global business.
In February 2003, mango net opened its first store in Beijing. In addition, it has five stores in Shenzhen, Dalian and Shanghai. Mango has five stores in Hong Kong and plans to open two more in autumn 2003. IsakHalfon, director of expansion planning for opening branches in the mainland, said that the company has successfully completed the preliminary plan, and plans to open 8 to 10 stores in Tianjin, Chongqing, Qingdao or Harbin, so as to let mangoes penetrate into large and small cities and strive to increase product sales. In Chinese mainland, Mango has different marketing plans, including national publicity in cooperation with the opening of new stores, advertisements in women's magazines, street advertisements, fashion shows and public relations activities.
Mango was founded in Spain in 1984, and has grown into the second largest textile exporter in Spain in the past 10, with stores in 68 countries. Mango is headquartered in Palau-solita iPlegamans, a suburb of Barcelona, with an area of 65,438+002,000 square meters. There are different departments responsible for design, production management, distribution, architectural and interior design, image and publicity, administrative and logistical support, etc. The company plans to move its headquarters to Lli? In Barcelona in 2004. Ammondt Industrial Zone, with a new headquarters area of 600,000 square meters.
Mango provides a full range of women's fashion accessories, from underwear, swimsuits, shoes, handbags, belts, clothing, leather goods, artificial jewelry, and even MNG brand perfume. Mango designs her own clothes. The product has good quality, reasonable price, simple, young, energetic and gentle image, which can meet the needs of most female consumers in the market. In order to maintain and consolidate the product image, the company spends more than $6,543.8+$400 million on publicity every year. In contrast, its rival Inditex seldom publicizes it.
The cardigan sweaters sold in Mango's shop range from $28 to $49, T-shirts are 14 to $28, T-shirts and tops are $ 35. 1 56. 1 0, some tops are only 10.5, and pullovers are only about $6.8. On June, 2002, 10, Mango launched the MNGCutForWomen eau de toilette jointly developed with Puyg perfume company * * *, and the price of 100 ml was $25.7. The designer of mango thinks this perfume is the best match with mango clothing. Mango products are targeted at modern women aged 18 to 35, with a sales area ranging from 50 to 2000 square meters and a unified image. These sales outlets are generally located in commercial centers or shops in downtown streets, such as RegentStreet and OxfordStreet in London and K? Rnestrasse, RueRennes, Rivoli, etc. in Paris.
Mango's sales outlets all have the same management plan. 80% of the software and hardware in the store are decided by the group headquarters, and the other 20% is decided by local stores. Mango has a service desk inquiry system, and 12 employees are responsible for following up customer inquiries from headquarters and branches all over the country.