Second Fashion Trump Cards Of Football Empire

　　 Spain And Germany It can be called the fashion empire not only because of ZARA and Adidas. There are second trump cards in their hands, that is, MNG and PUMA. It is precisely because of the earlier arrival of the Chinese market than the ZARA and the early involvement of Internet sales. Although there is such a big disparity in the total market performance, MNG's brand competitiveness has not been weakened, and it has also become Spain. Fashion culture A symbol. The founder of PUMA and Adidas are sibling brothers. This brand from Germany also has some legendary implications.

Spain MNG

International distribution network sales channels

Mango (MNG) entered the Chinese market in 2002 before the ZARA brand entered China. MNG, founded in 1984, was translated into mango in China. To date, 59 chain stores have been set up in the Chinese market, and there are 1431 stores in more than 100 countries all over the world. That is to say, the business effect of ZARA in the big store strategy is that a store can produce 5 MNG stores. Although MNG is not as good as ZARA's single point sales, total sales in 2008 were only 1 billion 440 million euros, and as of 2009, total sales rose by only 1 billion 480 million euros. MNG is another way of thinking. In 2009, Mango online sales surged to 11 million 700 thousand euros on the basis of 8 million euros in 2008. And 78% of current sales come from overseas business.

Germany PUMA

Small cost marketing promotes "explosive brand"

In the 80s and 90s of last century, PUMA once sold and sold far behind Nike, Reebok, Adidas and other sports tycoons. In 1993, PUMA went to the brink of bankruptcy. In 1994, JochenZeitz, 30 years old, was appointed CEO of the company. Since then, PUMA has been relying on guerrilla marketing tactics to become the "explosive brand" of the world sports apparel market. By 2001, the turnover of PUMA has increased by nearly two times. In 2002, the total value of the American sportswear market was $7 billion 800 million, while Puma's sales increased by 48% over the same period last year, reaching US $121 million. Surprisingly, in 2002, PUMA spent $3 million 900 thousand on advertising in the United States, while in the same year, Nike's advertising expenditure was $120 million and Reebok's expenditure was $45 million 300 thousand. PUMA, a German sportswear and footwear manufacturer, sold 1 billion 700 million euros in 2003. In the same year, PUMA's pre tax profit reached 264 million euros, and its gross profit margin reached a record 48.7%.