UGG Wants To Expand The Chinese Market And Have Its Own Price Strategy.

The French fashion blogger, Garance Dor e, who is famous for fashion illustration and elegant wear, used to answer "UGG" when confronted with the reporter's question, "what will you never wear?"

However, a week ago, she sent an article in her blog to admit that she had bought a pair of UGG, saying that it was unforgettable for her comfort and warmth.

Whether this is UGG's sponsorship is unknown to us, but the blogger finally wrote, "don't wear out!"

Some analysts believe that the UGG snow boots with comfort and warmth as the main selling point are benefiting from the trend preference.

But we still agree with Garance Dor Er: "home wear should be more appropriate."

It is really not the product that is fashionable to make headlines. When people talk about fashion, they mostly refer to UGG stars dressed in the street.

In a Racked article, the fashion consultant Lockie Andrews's survey showed that 25% of the women's wardrobe had at least one pair of UGG boots, and they would not buy second pairs in a few years.

The company's financial position is still good. Sales in fiscal year 2014 rose by 12.6% to $1 billion 490 million.

Because the frequency of purchase is not high, this figure is basically driven by the expansion of new markets.

UGG's accurate statement is UGG Australia, which originated from the ugly boots of sheepskin and wool used in surfing in Australia. In Australia, UGG is generally referred to as a type of "ug-g", which is read as Ugly. After it was registered in the United States via Brain Smith, it was sold to Deckers in 1995. In 2003, it began to gain some favor from Hollywood stars. The annual sales volume of the 2009 annual sales volume rose all over the world.

Data show that more than half of UGG's stores were outside the United States in that year, with market focus in Europe and Asia. At that time, there were only 13 stores in China in May 2012, and now it has reached 84.

Not long ago, they held the winter new product conference in Shanghai. They invited the star couple Qi Wei and Nathan Lee to emphasize the warmth and happiness in the brand. At the same time, they said they would expand the product line, enter the men's clothing market and pform into the high-end lifestyle brand.

Angel Martinez, who served as Reebok's chief marketing officer for 21 years in 2001, became the president and CEO of UGG in 2001. He insisted that UGG must sell in high-end shopping malls and high-end brands, and also knew the value of sports stars. Since 2011, it has chosen NFL star Tom Brandy for men's leather boots and shoes.

He also introduced comfortably furnishings such as blankets, knitted pillows, household clothes, slippers and so on.

However, most people mentioned that UGG associates with those snow boots.

In the two quarter of September 30th, UGG's global sales grew by only 0.9%, or 7.2%, compared with the previous quarter.

It is obvious that people prefer this brand in winter.

In August of this year, UGG announced the coordination of global prices. The fall series first saw a decline of about 10% in China and Europe.

The sale of 1480 with a price of 2000 yuan short after a price cut slightly weakened the overseas price advantage.

However, they need to deal with the problem of large quantities of counterfeit goods. Especially in various electricity supplier channels, they can buy a pair of shoes which are known as UGG original ones in less than 200 yuan.

In foreign countries, the dark classic UGG sells well, while Chinese consumers like different kinds of boots, such as sticking, drilling, spinning, bow tie, and revealing wool skin.

"It will not be custom-made specifically for China," said UGG, director of China marketing, Wu Xiao, "but when choosing goods around the world, each country chooses different categories according to its national conditions. Chinese consumers may prefer something warmer and sunny."

She believes that the purchase of such consumers is mainly the old customers, after having the classic style of the new attempt every year.