How To Cultivate Customers' Enduring Consumption Power In The Era Of Frequent Bursting Of Money? UGG

As the weather turned cold, the winter boots in the shopping mall began to put on shelves.

Unlike a few years ago, snow boots from North America are different.

UGG performance is obviously cold.

Poor sales resulted in a two digit decline in revenue from the parent company.

Although the company did not announce its specific performance in China, but as the most important market in UGG, sales staff reflected that the attempt to accelerate the expansion of stores and product diversification in 2015 had little effect.

After winning the market with comfort, how to cultivate a lasting power of consumption is the focus of the industry's attention to UGG.

UGG slowdown in single product growth

Similar to "cave shoes" Crocs, UGG, which relies on the star effect and fashion trend, has suffered the brand winter after the explosion.

Recently, the UGG parent company

The company's Deckers released its first quarter earnings in 2017. Sales of all its brands had dropped by two digits.

The total sales volume was 174 million euros, down 18.4% from 214 million euros in the same period last year, and the operating loss was 78 million 300 thousand US dollars, compared with the same period last year, the loss rate increased by 63 million 700 thousand US dollars.

Sales of flagship brand UGG, which supports Deckers's performance, is $91 million 900 thousand, down nearly 20% from $115 million in the same period last year.

Last year, the profits of UGG's parent company also plummeted, which is closely related to the slowdown of UGG growth.

In the case of other brands' bad development, UGG's revenue increased by only 2.1% last year, which is difficult to pull the group's performance growth.

Focusing on the Chinese market, the brilliance of UGG has gradually lost its heat.

After visiting several UGG outlets in Beijing, reporters found that although there were many guests in the shop, there were few guests who actually bought UGG snow boots.

The two concepts of snow boots and UGG are not instilled into consumers at the same time.

Before entering the Chinese market in 2008, UGG's Shanzhai goods were everywhere.

Clothing industry analyst Zhao Peiru said.

In fact, UGG does not refer specifically to the brand of a boot in Australia. It is actually a collage of sheepskin boots.

UGG, as the representative brand of snow boots, has been sought after by young consumers after entering China.

"It's like buying a pair of sports shoes to buy Nike, and buying a pair of UGG boots is out of the same consumer psychology.

But unlike sports shoes, the style of UGG is very similar. It's hard to buy second pairs of shoes after buying a pair of shoes.

Some consumers told reporters.

Second spring layout meets trademark war

As the most important producer of UGG products, China is becoming the top priority of UGG layout.

In order to curry favor with consumers, UGG began to produce specific products for the Chinese market in 2013, which has never been treated in other markets.

Among them, increasing the number of stores is one of China's strategies. Just in September 2014, 6 stores opened in China, and more than 30 stores opened last year.

At the same time, UGG has expanded its product category, launched new shoes and high-end home products sold only on the official website, hoping to attract more consumers.

"Snow boots and UGG, these two concepts are not synchronously instilled to consumers.

Before entering the Chinese market in 2008, UGG's Shanzhai goods were everywhere.

Analyst Zhao Peiru said.

In fact, UGG does not refer specifically to the brand of a boot in Australia. It is actually a collage of sheepskin boots.

UGG, as the representative brand of snow boots, has been sought after by young consumers after entering China.

"It's like buying a pair of sports shoes to buy Nike, and buying a pair of UGG boots is out of the same consumer psychology.

But unlike sports shoes, the style of UGG is very similar. It's hard to buy second pairs of shoes after buying a pair of shoes.

Some consumers told reporters.

Second spring layout meets trademark war

As the most important producer of UGG products, China is becoming the top priority of UGG layout.

In order to curry favor with consumers, UGG began to produce specific products for the Chinese market in 2013, which has never been treated in other markets.

Among them, increasing the number of stores is one of China's strategies. Just in September 2014, 6 stores opened in China, and more than 30 stores opened last year.

At the same time, UGG has expanded its product category, launched new shoes and high-end home products sold only on the official website, hoping to attract more consumers.