Subdivision Scene Of "Ugly" Shoes "Going Out Of The Circle" With Continuous Popularity

Wear Bucken shoes in spring and autumn, hollow shoes in summer, UGG in winter... This summer, "ugly" shoes represented by Bucken shoes and hollow shoes continue to be favored by consumers. In fact, in the past two years, "ugly" shoes have even become the password of "out of the circle" of shoes. Of course, the "ugly" here does not mean ugly, but is a statement that contrasts with the shoes that emphasize delicacy and beauty. Lu Hua, deputy secretary-general of China Leather Association, said in an interview that the logic behind the "ugliness" is "market positioning advantage of subdivision of scenes and demand".

How hot are Birkens? According to the relevant data of "casual shoes category", the recent search for Boken shoes has increased by 169%. In addition, in the three months ended March 31 of this year, Buchan shoes achieved a year-on-year growth of 22% in revenue and 45% in net profit. Based on the performance of the first half of fiscal year 2024, Boken Shoes raised its annual performance expectation for 2024 from the original revenue growth expectation of 17% to 18% to the growth expectation of 20%.

In fact, Bucken shoes continue to be the leading role of fashion people's shoe cabinets. From winter to summer, Bucken shoes are the standard throughout the year, and the hole shoes that are as famous as Bucken shoes are also sought after by young people. According to the relevant data of "casual shoes category" in Little Red Book, the popularity of hole shoes continues, and the number of new notes takes the lead.

Some people may think that because of the "light" design, the price is cheap and the sales volume is good. However, although it does not seem to be exquisite and the design is not so "fancy", the price of such "ugly" shoes is not cheap. For example, the basic price of Bucken shoes with leather wood soles is about 1000 yuan; The discount price of authentic Karochi Dongdong shoes this summer is also five or six hundred yuan. Moreover, this kind of "ugly" shoes are not only the "light" design on the surface, but also the "inside" design. Take the cork latex shoe bed that is the landmark of Boken shoes as an example. It has certain plasticity. After wearing it for a period of time, it can be "integrated" with the foot shape of people. The design of the shoe bed is also divided into five areas, each of which has a certain role in protecting the ankle and toes. UGG and Dongdong shoes have their own priorities. For example, UGG emphasizes the comfort of all wool for wearing, Dongdong shoes emphasize the convenience of wearing, and the matching of various decorations and shoes.

Mr. Chen, a consumer, told reporters that he would wear shoes all year round. "In winter, I will wear the model with fur lining, because it is really light and comfortable, very suitable for daily wear." The reporter found that one of the characteristics of "Ugly" shoes is that they are easy to wear and take off, suitable for various scenes, so they have a large number of fans.

There is also a group of supporters who happen to like the word "ugly". Ms. Ni, a consumer, has several pairs of different styles of Boken shoes. She said, "I like the casual and relaxed atmosphere very much, and the feeling of Boken shoes matches me very well." To this end, Tang Xiaogang, an associate professor of the School of Arts of Renmin University of China, said in an interview with reporters that fashion trends are constantly changing, and personalization and diversity have become the pursuit of a new generation of consumers. Dongdong shoes and Boken shoes have become a fashion statement because of their unique design and style. Young people especially like to express their individuality, think independently and challenge traditional fashion concepts through shoes that are different from traditional aesthetic standards.

In addition, the reporter found that many fashion brands and designers reinterpret such "ugly" shoes, integrate them into high-end fashion series, or strengthen environmental protection attributes, and promote them through social media and celebrity effect. Famous artists and fashion bloggers wear these shoes, further driving the trend and making them a fashion symbol. The most typical successful example is that at present, the cumulative sales volume of "Wang Junkai's same style" Karochi Dongdong shoes in Tmall has reached more than 40000 pairs.

It can be seen that the popularity of UGG, hole shoes and Boken shoes is not only due to their comfort and practicality, but also driven by fashion trends, brand effects and lifestyle changes. These so-called "ugly" shoes are not only a challenge to traditional aesthetics, but also a pursuit of individuality, diversity and sustainable development. In this regard, around the footwear industry, Lu Hua's interpretation is that "in recent years, the overall domestic and international consumer market has been relatively depressed, consumption upgrading and consumption grading exist at the same time, the consumption scene is constantly refined, and the infinitely subdivided consumption scene continues to spawn corresponding new footwear categories and products. (Shoes) The brand has become the first choice in the minds of some consumers with its market positioning advantages to meet the needs of a segment scene, and has achieved rapid rise. " (Reporter Shi Xiaofei)