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Is The Competition Of Similar Products Fierce? Is UGG Selling Well In China?

2013/1/19 10:00:00 51

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" there is no doubt that, "a href=" http://sjfzxm.com/news/index_x.asp "snow boots" /a "is becoming the darling of global consumers. However, foreign media have disclosed that in the past three years, 20% year old growth of UGG snow boots and 2012 three quarter sales decreased by 12%, which affected investors are gradually withdrawing. The interpretation given by analysts is:" once there are too many similar products, the fashion trend will not work. " 
 img border= "0" alt= "align=" center "src=" /uploadimages/201301/19/2013011910004154483.jpg "/" < < > >
 competing products of the same kind. A > UGG "/a". Do you sell well in China?
 it is predicted that if UGG does not increase the product line, it may not go too far. This prediction seems unintelligible to Chinese buyers. Sales of UGG in Hangzhou surged last year from the three quarter to the four quarter of last year, with sales reaching about 4000000 in December last year and 5 million in January this year. 
 but it is undeniable that there is a certain part of the consumption psychology of buyers of snow boots is changing. Compared with the color a target= "_blank" href= "http://www.91se91.com/" and shoes < /a >, they want more unique and diversified designs of materials, and have started looking for new brands and channels of purchase. "The changes in the US market today do not exclude the Chinese market after two or three years." Analysis of the industry. 
 UGG performance doubled, Hangzhou girls spent two thousand yuan per /strong less than /p.
Compared with UGG in the United States, the sales of P are still thriving in the south of China, which has dropped sharply this winter. 
 we often say "UGG snow boots", most of which refer to the snow boots of UGG Australia brand. The brand shoes are priced at more than 2000 yuan and the boots are over 2600 yuan. 
In the middle of January last year, UGG Australia entered Hangzhou for a whole year. Its sales figures rose month by month, and reached its peak in November and December last year. "Sales in December last year have reached about 4000000, and it is expected to reach 5 million in January this year." The relevant person in charge said. 
 it is reported that most of the women who choose snow boots are women who have certain purchasing power, and they are quick to start. They spend an average of 2000 yuan to 2600 yuan on shopping at a time, most of which are classic snow boots. "The price of UGG boots is relatively high. Considering the collocation problem, the first couple will choose chestnut, grey and black." Miss Chen, who chooses shoes at the counter, says. 
 strong > many brands are rushing to seize the market of snow boots. Who says only UGG can do it? /p >
 some people like classics and others like to be original. "It costs two thousand yuan to buy a pair of UGG, and then I find it almost the same as the naked eye of Taobao from my colleague's feet? I'm not doing it." Xu Qi, who works in the bank for half a year, said. The snow boots on her feet were purchased online last November, with a large circle of wool around her ankle, which cost about 650 yuan. 
P, like her, has a lot of people who are "redesign not heavy brand". "In the Hangzhou market, we found that the a target=" _blank "href=" http://www.91se91.com/ "with drill, beads and rivets sold particularly well, and this exceeded our expectations. Shepherd life Shanghai sales company general manager Wang Wei said. It is reported that a snowy boots with beads in the Yintai Wulin store will be included in the "replenishment team" almost every week. 
 in recent years, brands such as shepherd life and yellow earth have been stationed in Hangzhou shopping malls. The price is almost lower than that of UGG Australia. The design of various styles is constantly breaking the concept of "snow boots will buy UGG". 
 strong > cost-effective snow boots on the Internet have robbed your purse? /p >
Less than P, many brands joined the competition, and the huge online consumer market obviously did not let off such a high degree of "snow boots". 
 at present, there are about 3000000 "snow boots" products sold on Taobao online, ranging from tens of thousands to thousands of dollars. From the statistics of shopping websites, the turnover index of the last 30 days increased by 148.6% over the same period. The main buyers are female white-collar workers aged 25 to 29. Among them, Zhejiang buyers account for 12% of the total, ranking first in the country. 
 in the interview, a lot of snow boots brand side said frankly, "online shopping has really affected the sale of snow boots under the line". Because of the low technical content of snowshoe boots, it is easy to be imitated. Almost all night shopping sites are covered with all kinds of snow boots products of various brands. "When the similar products are caught in competition, the added value of the fashion trend will be reduced, and the advantages of price factors will be reflected. Some consumers will choose to buy a relatively solid foundation snow boots on the Internet or a new product with a higher price." Analysis of the industry. 
 industry: 
 Chinese market or facing the same problem in the United States 
 although at present, the big cake of Hangzhou's snow boots Market is still under UGG Australia, the sales of other snow boots brands may be only 1/10 of them, but with the introduction of many snow boots brands and the increase of female consumer groups like Xu Qi, the industry said: "the change in the US market today does not exclude the situation that the Chinese market must face after two or three years." 
 besides, in the next few years, Hangzhou will have more department stores, such as Xizi international, Yintai City, and Raffles. The increase in department stores indicates that more snow boots brands will choose to come to Hangzhou. There will be a new round of survival of the fittest. If a brand wants to go far, the key is whether it can advance the pulse of the quasi market and respond in advance. 
 fortunately, UGG Australia launched new zebra stripes, leopard print, sequins snow boots and waterproof snow boots in 9 and October last year. It can be seen as a response to consumers' need for more unique products. 
 at present, there are also snow boots brand to start thinking about selling flat shoes and high-heeled shoes in the spring and summer off-season. "In winter, we sell fur fur coats besides snow boots. As a result, the sales share of" a target= "_blank" href= "http://www.91se91.com/" clothing "/a" accounted for the whole 1/3, and is still expanding, which has given us confidence in the rich product line. Wang Wei said. 
 perhaps, after the UGG snow boots are really sold with fur coats, they have to sell high heels and pinches in summer to resist the declining market share.