UGG really can not go too far?

We often say "UGG snow boots", most of them refer to UGG Australia this brand of snow boots, the brand's shoes price, short boots are generally more than 2,000 yuan, boots in more than 2,600 yuan.

There is no doubt that snow boots are becoming the darling of consumers around the world. However, foreign media recently disclosed that UGG snow boots that have maintained a growth rate of more than 20% in the first three years, sales fell by 12% in the third quarter of 2012 were affected. The investor is gradually withdrawing, and the analyst's interpretation is: "Once there are too many similar products, the trend will not work."

Someone predicts that if UGG does not increase its product line, it may not go too far. This prediction may seem difficult for Chinese buyers to understand. From the third quarter to the fourth quarter of last year, UGG’s sales performance in Hangzhou soared. In December last year, sales reached more than 4 million, and it is expected to reach 5 million in January this year.

However, it is undeniable that there is indeed a part of the snow boots buyers consumer psychology is changing, compared to color, style shoes, they want more unique material, a variety of designs, and have begun to look for new brands And the buying channels, "The changes in the US market today do not rule out the Chinese market in two or three years." Analysis of the industry.

UGG performance doubled

Hangzhou girl spends two thousand yuan per bill

Compared to UGG's defeat in the United States, its sales are still thriving in South China, where winter temperatures have plummeted this winter.

In mid-January last year, UGG Australia entered Hangzhou. Throughout the year, its sales figures have increased month by month and reached its peak in November and December last year. “The sales volume in December last year has reached more than 4 million, and it is expected to reach 5 million in January this year,” said the person in charge of the mall.

It is reported that most of the counters selected for snow boots are women with certain purchasing power, and they are quick to start. The average time they spend on shopping is between 2,000 yuan and 2,600 yuan. This price can buy most of the classic snow boots. "UGG snow boots prices are relatively high, taking into account the collocation problem, the first pair will certainly choose maroon, gray, black and other classic models." In the counter selection of shoes Chen ** said.

Many brands flock to occupy the snow boots market

Who says only UGG can do it?

Some people like the classic models, but others also love to make a difference. "It took two thousand yuan to buy a pair of UGGs, and then it was almost the same as the naked eye that was found with the colleague's foot. I don't do it." said Xu Qi, who worked for the bank for half a year. The snow boots she wore under her feet were purchased online in November last year. She has a large circle of furry edges at the ankles and spent about 650 yuan.

Like her, there are actually a lot of people who are "heavy in design, not heavy brands." “In the Hangzhou market, we found that designer snow boots with drills, beads, and rivets sold particularly well, which exceeded our expectations.” said Wang Hao, general manager of Shepherd Life Shanghai Sales. It is reported that a short beaded snow boots sold at Yintai Wulin store will be included in the "replenishment team" almost every week.

In recent years, brands such as shepherd's life and yellow earth, which specializes in snow boots, have been stationed in Hangzhou shopping malls. The prices are almost lower than those of UGG Australia. The design of various styles is constantly breaking people's snow boots. "the concept of.

Cost-effective snow boots on the web

Have you taken your wallet?

Many brands under the line joined the competition, and the huge online consumer market apparently did not put such high “snow boots” as superheat.

At present, Taobao.com sells more than 3 million "snow boots" products at prices ranging from tens of dollars to several thousand dollars. From the statistical data of shopping websites, the transaction index in the last 30 days has increased by 148.6% year-on-year. %. The main buyers are female white-collar workers aged 25 to 29 years old, of which Zhejiang buyers account for 12% of the total, ranking first in the country.

A number of snow boots brands said frankly that “online shopping does affect the sales of snow boots on the line.” Due to the low technical content of snow boots, it is easy to be imitated. The shopping site has spread all over the night almost every night. In the case of snow boots products of various brands, “When similar products are caught in competition, the added value brought by the fashion trend is reduced, and the advantages brought by price factors will be reflected, and some consumers will choose to buy online. Relatively affordable basic models of snow boots, or updated products with higher prices." Analysis of the industry.

an expert:

Changes in the US market, the Chinese market may also face

Although at present, the big cake in the Hangzhou snow boots market is still UGG Australia, other snow boots brand sales may be only one-tenth of it, but with the arrival of a number of snow boots brand, and such as Xu Qi The increase of female consumer groups, industry insiders said: "Today the US market changes do not rule out the situation that the Chinese market must face in two or three years."

In addition, in the next few years, Hangzhou will also have a number of department stores such as Xizi International, Yintai City and Raffles. The increase in department stores indicates that there will be more snow boots brands to choose from in Hangzhou. Then there will be a new one. The survival of the fittest in the round, a brand wants to go far, the key is whether it can take the pulse of the quasi-market and respond in advance.

Fortunately, UGG Australia released new zebra prints, leopard prints, sequined snow boots, and snow boots with waterproof features on the new product launches in September and October last year. It can be seen as “more unique to consumers”. "Product" response.

At present, there are snow boots brand began thinking about selling flat shoes and high heels in the off-season in spring and summer. “In winter, we sold tying fur coats in addition to selling snow boots. As a result, the sales share of clothing accounted for 1/3 of the overall, and It is still expanding, which gives us confidence in enriching the product line, said Wang Xi.

Perhaps, UGG snow boots in the future really have to be sold with fur coats, have to sell high-heeled sandals and clippers in the summer to withstand this year-on-year decline in market share, this model, even if it goes through a global warm winter Do not worry so much.