UGG single product growth slowed down
And “hole shoes” Crocs similar to rely on the star effect and fashion trend of popular UGG in the fire after the brand suffered a winter. Recently, UGG parent company US outdoor sports apparel company Deckers released the first quarter of 2017 earnings, all of its brand sales were double-digit decline. Overall sales of 174 million euros, compared with 214 million euros in the same period last year, down 18.4%, operating loss of 78.3 million US dollars, compared to 63.7 million US dollars last year, the loss has increased. And as Deckers performance support flagship brand UGG sales of 91.9 million US dollars, compared with $ 115 million in the same period last year fell nearly 20%. Last year, UGG parent company’s profits also appeared in the crash, which is closely related to the slowdown in growth of UGG. In the case of poor development of other brands, UGG’s revenue last year, an increase of only 2.1%, it is difficult to pull the Group’s performance growth.
Will focus on the Chinese market, UGG has been the glory of the gradual loss of heat. Beijing Business Daily reporter visited a number of UGG Outlets store in Beijing and found that although the store has a number of guests around the selection, but the actual purchase of UGG snow boots very few guests.
“Snow boots and UGG, these two concepts are not simultaneously instilled in the consumer .2008 into the Chinese market before, UGG’s cottage goods have been everywhere.” Apparel industry analyst Zhao Peiru said. In fact, UGG in Australia does not specify a brand of boots, it is actually collectively named sheepskin boots. The UGG as a representative of the snow boots brand, after entering China, by the young people mainly sought after by consumers. “Just like buying a pair of sports shoes will want to buy Nike, buy a pair of UGG snow boots is out of the same consumer psychology.But with the shoes is different, UGG style is very similar, it is difficult to buy a pair of shoes Have to buy the second pair of desire. “There are consumers to the Beijing Chinese Commercial News reporters.
The second spring hit the trademark war
UGG products as the most important producer, China is becoming the top priority of UGG layout. In order to please consumers, in 2013 UGG has been for the Chinese market to produce specific products, which is the other markets have never had treatment. Among them, the number of stores opened is one of China’s strategy, just in September 2014 there are six entities opened in China, and last year there are more than 30 stores opened. At the same time, UGG also expanded its own product category, the introduction of new shoes and only in the official online sales of high-end home products, hoping to attract more consumers.
In the Beijing area of Outlets stores, UGG new straw sandals, Peas shoes and other products, and snow boots suffered the same embarrassment. Outlets a sales staff told the Beijing Chinese Commercial News reporters, this year there are nearly ten thousand pairs of Peas shoes inventory, whether digest or unknown.
UGG’s parent company Deckers worked in the United States, China and Europe in 1999 as “UGG” and “UGG” as the “holder” of UGG’s “UGG” Australia “successfully registered as a trademark. But Australia Sydney snow boots manufacturer Australian Leather Pty as early as the 20th century, began to produce snow boots in the 1990s, and the trademark and UGG almost exactly the same. UGG that, Australian Leather Pty’s products suspected of infringement of their own possession of the UGG trademark rights, and will be brought to court. It is noteworthy that the Australian brand UGG is with the development of the sea Amoy channel by the Chinese consumers are exposed and recognized, because the product is too serious homogenization, which for UGG is not a small pressure.
Fashion is not million gold oil
UGG development path makes it easy to think of hole shoes Crocs card Luo Chi, as a period of time to drive up the consumer goods, and Crocs card Luo Chi, UGG also has its own life cycle, short-term fashion difficult to become Continuation of the brand halo of the “million gold oil”. “The two brands are similar, the two in the early stages of the product stressed are comfortable, but the level of comfort, for consumers is not the most sensitive, consumers consider the primary element is still Price. Thousand dollars price of UGG and 100 yuan price of other brands of snow boots, in the comfort of the case, the cost of high has become the first choice. “Zhao Pei said.
In order to improve the product cost, UGG also make efforts. Last August, UGG announced the coordination of global prices, the fall series first in China and Europe have about 10% decline in each pair. A price of 2,000 yuan after the sale price of 1480 yuan.
“In order to weaken the seasonal attributes, many snow boots manufacturers in the off-season also developed some shoes, such as peas shoes, music, music, leather shoes, Blessing shoes, etc., but that can only guarantee off-season without loss, simply not profitable. “A domestic snow boots manufacturers related personnel told the Beijing Chinese Commercial News reporters, for UGG industry such brands, the new product If you want to achieve profitability, you must abandon the emphasis on comfort, lack of design tone, or to open the way, jump out of the consumer’s inherent knowledge, which can be as much as possible from the chase products chase. But whether in the global context, or in the Chinese market, to establish a new image of UGG is not easy.
UGG snow boots, although the appearance looks stupid blankly, but by virtue of a strong warm, comfortable features swept the world, from the popular star to the ordinary girls love UGG, the market imitation goods can be seen everywhere, spend thousands Yuan to buy a pair of genuine shoes, and spend hundreds of pieces in Taobao or shop to buy double imitation goods, which consumption is more cost-effective? Xiao Bian and your fine analysis.
At present the market hot UGGAUSTRALIA, is the US brand, although the snow boots first originated in Australia, but now has not been produced in Australia, in order to reduce costs, the brand all UGG boots are made by China this is why domestic There are a lot of imitation reasons. UGGAUSTRALIA in the country has opened a number of direct stores, each snow boots sold at a price of one thousand to several thousand dollars.
UGGAUSTRALIA most of the models are processed in the country, China is a processing power, but also counterfeit big country, the market appears a variety of imitation goods also have graded, like LV, three hundred sixty-nine and so on. The quality of the most bad is false wool fake material; quality pinned some of the leather is false hair materials, leather materials are generally leather, paste the human material imitation wool; better quality, is really wool paste leather Of the material are generally leather + wool. The best imitation goods, the material used is the real sheep fur one. There are a lot of people will confuse the concept of fur, that is the side of the hair is the skin are called fur one, in fact, sheep fur one, refers to the natural growth of double-sided sheep fur, is stripped from the sheep body of a leather , One side of the wool is skin.
UGG snow boots strong warmth and comfort, to benefit the quality of wool material, so, regardless of imitation is sticky wool or false wool, as long as the leather itself is not sheepskin, that is 100% fake.
UGG snow boots genuine price is generally 3-5 times the domestic imitation. If the pursuit of cost-effective, then the domestic single or fine imitation is a very good choice. After all, some of the domestic fine imitation ultra-A quality can also be comparable with the genuine, in a variety of imitation goods, the quality of production in Guangzhou in the country’s best.
In order to prevent bad businessmen posing as genuine imitation goods, spend a lot of money to buy fakes, learn to distinguish the authenticity of the skills is necessary. Here you support the recipe.
1, the price. Genuine UGG using the entire production of small sheepskin, boots body is one of the fur, soles have a special structure, those with “low to make your heart price” to buy back the ugg, absolutely fake.
2, color. Genuine UGG, the color is very positive, and the color of the inner plush and the outside of the same color.
3, shoes type. Authentic UGG surface touch is very delicate and soft, shoes are more delicate and delicate. Inside the shearing is very neat, uniform density, feel very soft and comfortable, barefoot wear very comfortable. It is important to wear will feel light, no sense of weight. Quite warm.
4., process: genuine UGG upper needle car line is basically the same, no jump needle, missing needle, broken line. Inside and outside the shoes clean, smooth, no shrinkage deformation. In addition, all UGG products are handmade works. Cleaning UGG snow boots, you should use a special brush and cleaning agent.
How to remove rain spots
Sometimes when your shoes trampled on the ground when the water, the upper will be splashed on the water is stained with rain stains. Usually if you want to remove these rain spots, just have a place where the stains are folded up, so that they rub each other on both sides, so that the two sides of the stains on each other out of friction. (Available velvet leather refinitizer color, the effect of a new look)
How to deodorize
Add two teaspoons of baking soda with two teaspoons of baking soda and put it in the boots to remove and cut the smell in the boots. If you wish, you can add a few drops of essential oil in the just mixture, so that the shoes become fragrant. Pour the mixture into the boots and shake it, then stay inside. The next day the mixture shook and poured out.
Snow boots four maintenance methods
Snow boots maintenance method 1: brand-specific waterproof spray (waterproof, rain, snow)
If you buy a snow-free boots without a waterproof coating, you can use a waterproof spray to add water to the shoes. Simply spray the spray on the surface of the boots and allow the boots to dry naturally after 10 minutes. Easy to wear! Enhance the waterproofness of boots can protect the boots to avoid oil or sewage damage to the boots, and can extend the life of the boots wearing.If the boots do not accidentally wet out, please dry in the boots after they spray The new protective coating. The best time to spray a waterproof spray for boots is when the boots are purchased after the latest time.
Snow boots maintenance method two: brand dedicated suede care brush
With a brush along the bottom edge of the boots gently brush off the dust, a handle of the brush, the hair is relatively tough, more dirty parts on the shoe body more easily cleaned, with a brush along the bottom of the boots gently brush off the dust , There is a sequence of wiping, do not wear the cortex, especially dirty place repeatedly wipe. Care brush and then wipe with a towel.
Snow boots maintenance method three: brand-specific cleaning care agent – velvet skin refurbished agent
Special cleaning care agent, using the latest scientific research formula, together with a dedicated suede care brush, to achieve the best cleaning effect, so that snow boots a new look, to buy intimate, comfortable to wear, with the peace of mind.
Snow boots maintenance method four: snow boots shoes piece
Snow boots boots can make your baby upright type, usually wear on weekdays, but the sheepskin material can not be as soft as ordinary boots upright, so snow boots shoes can make your baby upright type, do not have to Worry, it will be aliasing!
Recently snow boots popular, many “cottage” snow boots into the Zhongshan market. Many people reflect the fake snow boots to wear up and as warm as the genuine, but because there is no reasonable design, walking feet will slide in the boots.
Reporter asked a few girls dressed in snow boots, Ms. Ding said: “I wear snow boots for two years, very warm, did not find any uncomfortable.” Another Miss Liu said that his recent online shopping A pair of more than 100rmb snow boots, “wear it seems particularly easy to fight, not a good walk, really easy to slide.
At the same time, the Internet began to spread an article entitled “Street snow boots even harm so much” post. Post said, cottage snow boots if wearing more than 6 months, feet, ankles, hips and so there will be problems, and even may be “disabled”, resulting in permanent deformity.
In this regard, medical experts said that the fake snow boots as mostly flat, the design is not in line with the foot and arch ergonomic, but wearing snow boots “disabled” the possibility of very small, when wearing Be careful not to travel long distances.
Snow boots healthy wearing tips
1. Not suitable for long-term walking and exercise in the outside, because it is difficult to find a balance point, easy to twist to the ankle. Medical experts advise that snow boots is not “outdoor sports shoes”, home wearing a very comfortable, but not suitable for long journey.
2. To avoid the against fake snow boots. Artificial fake wool or artificial leather are not a major injury, but encountered industrial waste hair or waste skin patchwork of snow boots, likely to cause health risks.
3. Children should not wear snow boots. Children’s bones are in the developmental stage, has been wearing snow boots will limit the activities of joint wear, leading to the child’s future growth and development defects, resulting in “high and low feet” and so on.
4. Not suitable for driving when wearing. As the upper and soles thick, driving wearing snow boots, the driver is easy to find the severity of the throttle and the brakes may feel slow, easily lead to hidden dangers.
The first trick: a very important move, that is the smell. Genuine pure wool, straight hair and curly hair, the appearance of smooth feel good, very soft and comfortable, with sheepskin to do the surface, the surface looks a little plush, sweep to the side, then there will be different hair, and then grasp the point Wool down to burn, if not the kind of taste like burning hair, it must be false wool.
The second measure: is also a very important move, UGG shoes, all the code number marked with anti-counterfeit lines embedded in the inside, with the money detector of the UV light can be according to the out, if not as embedded inside the Renminbi A line that is false. (This is a lot of selling fake UGG shopkeepers do not know the oh) .
The third measure: on the UGG website check, with the store shoes photo contrast, we can go on www.uggaustralia.com to see, there are sections of the details of the introduction.
The fourth measure: from the price point of view, a good pure wool is very expensive, so a pair of boots to use more than four feet of wool, off the shoes material to add up to more than 300 pieces, if below this price, I personally That is impossible to get.
Fifth strokes: look at the store’s UGG shoes are diverse, if the style and more, it is impossible to imitate so much, think about the cost of doing a pair of shoes is how high, and can not imitate the kind of sales Bad shoes. So of course is the production of hot models and colors, will be profitable. Therefore, the general sale of imitation version of UGG shop style only a few. I know the United States UGG imitation models are currently CLASSIC SHORT classic short, CLASSIC TALL classic high, UPTOWN, CARGO, ULTRA SHORT, ULTRA TALL, SUNDANCE, SUNBURST TALL and so on. Imitation of the color of color, maroon, black and so on this classic color.
Sixth strokes: try, really wool into the wool is very slippery, there will be no Sese feel, wear it soon very warm, good insulation performance!
The seventh measure: If it is boots, then it should be printed with UGG words and code number of special molded cardboard support, so as to ensure the appearance of shoes (sometimes uplift boots), fake people do not do shoes Hold the mold, just use paper balls.
Eighth: from the origin point of view, UGG now China has no counter, so the shoes are to do the export, those origin is made in newzealand, we think about those shoes from New Zealand’s factory is out, but also smuggled To China, that cost can be imagined, how could it? There is such a skill, it is not smuggling other that more money!
Ninth trick: from the code number point of view, now in China or no UGG shoes listed, the shoes are sold from the factory out of a small amount of broken code shoes, if the code is complete, it is false, it is impossible.
Tenth strokes: see uppers, real UGG uppers are very smooth, the car line is every Inch 9 pin, margin is very uniform, the line is tight, no floating line, broken line, jump needle. The total upper feel good, but there is no rupture, damage.
The eleventh strokes: see the whole pair of shoes, whether the length is consistent or not, whether the same color of the left and right feet is true, there will be no color Oh, because the shoes have been done, Great color difference.
Twelve strokes: look at the end, really UGG rubber outsole is not fade, take the color of the big bottom in the fade of white paper back and forth hard rub, it will not fade, rub in the good floor There will be no traces, if it is really rubber outsole, with nails forced pressure at the end, immediately restore is true, was pressed to go back is false. If it is foaming Eva outsole, look at the polished edge is uniform and the bottom lines are clear, not clear is false!
Thirteenth strokes: shoes for a long time, the shoes to your hands on the white upper there is no yellow, rubber outsole is black no spit cream (that is, white, and the more rub the more white) If there is a fake or imitation.
Fourteenth strokes: the thickness of the insole is appropriate, see shoes cloth standard, that is, the code number standard, useful to the four standard, that is, there are four countries above the code number standard, and the standard number of US yards than the shoes Large, such as women’s shoes 37 yards, equivalent to the European code 38 yards, if not such a large number of yards compared, then it is false.
Fifteenth strokes: put his hand into the shoes, feel there is no one will be a group of things will be a fist, there is a fake, you can try, feel the comfort, the general fake or imitation due to the last Norms, or all half yards by the whole code last time, is not very fit, as long as there is a folder foot is false.
Sixteenth strokes: the car is the bottom line of the car line is every Inch 2.5 needle, car line thick; 0Mod or Eva in the end of the real goods in the end is smooth, no bubble, is a piece of Small bubble, not the kind of smooth, because the temperature caused by excessive foam, in the real goods on the production line, the temperature is strictly controlled.
Seventeenth strokes: the shoes of the glue line is generally very uniform 1mm is more normal, the real thing is not open plastic.
UGG Australia brand founder Brian. Smith in the United States to create UGG Australia brand in California, as a functional brand in a small range of surfers popular. In 1995, Smith sold the UGG Australia brand to Deckers Outdoor for $ 14.6 million.
Deckers said after taking over, with sophisticated materials (must be Australian A-level anti-sheep skin) and comfortable foot feeling, UGG can break the barriers of the professional market, by more consumers.
The traditional promotion model – advertising, appeared in fashion magazines and fashion show, to attract consumers to the counter to buy – for UGG is obviously not feasible, this looks ugly and difficult to match the shoes difficult to enter the fashion discourse The eyes of the opinion leaders in the circle. So, Deckers turned to persuade another kind of “lighthouse” in the fashion circle of conversation – the star. They first try to be a pair of UGG as a gift to the starring “beach escort” was paparazzi crazy pursuit of the actress Pamela. Anderson, and at the same time savvy a pair of UGG children’s shoes to Anderson’s little daughter. Comfortable foot feeling so that UGG first wear on the feet of small Anderson, in order to and daughter with parent-child equipment, Anderson also tried to wear a UGG. Its superior warmth and comfort impressed Anderson, people from the gossip picture Anderson was wearing it at the scene and began to wonder why the popular actress favored the odds of this pair of boots.
After recursing a handful of popular sensitive people, Deckers decided to take the next step and start planning to give UGG to the most frequent stars who were most exposed to the paparazzi. In 2000, the United States “talk show queen” Pull. Winfrey is very fond of receiving UGG from the Deckers, and then he bought 350 pairs of all her employees and presented the pair of shoes to the audience in the program “Oprah’s favorite” unit. So, people began to pay more and more attention to this shape is strange but many celebrities love boots, Gwyneth. Patro, Cameron. Diaz, Leonardo. DiCaprio, and even Spielberg family are often wearing UGG Australia appear in public, and their street shooting pictures frequently appear in fashion magazines, “set an example” to influence people’s daily wear trend.
UGG triggered the upsurge finally let the fashion industry can no longer be deaf and dumb, in 2003, with the fur one of the shoes began to appear in Milan and New York fashion show, has been extremely resistant to UGG fashion top crowd finally recognized UGG Fashion status.
Outside with a sponge and toothpaste cleaning. Squeeze the toothpaste on the snow boots surface and then gently scrub with a sponge. Other detergent or detergent on the color components so that it is best to use toothpaste stained white.
UGG Australia in several major brands, SUTTONUGG is the only one to provide customers with “one year warranty in Australia, and the global 30-day warranty” brand. Patent: SUTTONSUGG Martin boots to obtain the Australian design patent, patent number 10512/2013.
1. UGG’s security standard is only in one shoe.
2. It;s only wool in UGG, the identification method is the fire. What scorched the smell of protein, do not know how the taste of their own from the ground to pick up some hair to burn, burn not to lose, hand grind open, remember the feeling. Then, put your UGG, to find a location can not see, and burn own as the hair burning. You can determine the true and false.
3. UGG hair poke open to see whether it is even in the fur. (Which is to determine whether the fur one), if you see the kind of grid pattern in the following, is absolutely false. There is also a kind of blended (genuine wool mixed together) you may not see the bottom of the skin. Or do not see, simple, to the big shopping mall to find a double really look, you know. (Due to the domestic only a few big cities have UGG, so other can go to your biggest mall, to see other brands of snow boots)
Popular trend is high-heeled snow boots, as well as hair and amazing ornaments on flu trends based. Here are several new:
Aukaola introduced the concept of DIY snow boots, in boots hanging body set point can be any combination of any favorite accessories: such as feathers, crystal, brass buttons and other popular accessories. Let color and with amazing snow boots, also a hot fashion circles.
2013 Winter Series
2013 autumn and winter shoes to the city of New Orleans graceful and colorful local customs as a source of inspiration to create a clean, elegant new series Asher Collection and AllowayTweed Women’s slipper.
Asher Collection series with the current popularity of smoking shoes (Les Smoking Slipper) is modeled, and the introduction of sequined leopard print, and many other fashion elements, and offers more than 10 kinds of different colors of shoes to choose from. AllowayTweed Women’s slipper series will Tweed Decatur (Decatur Tweed) and a strong sense of luxury leather with stitching, a go-between to Mardi Gras carnival popular purple, gold and green and other colored metal thread, comfort and fashion complement each other, dazzling fresh color and jump dynamic design highlights this season became.
UGG sheepskin snow boots are a brand legendary. Seemingly simple-minded, but the shape of popular cartoon of the Eurasian land, and is now in the world have whipped a pop style.
In 1978, a named Australian surfer Brian Smith with a group of sheepskin boots arrive in California, there developed surfing market attracted these sheepskin boots. Later, he established the UGG Holding Company, registered the trademark UGG, but due to poor management, in 1995, Brian Smith shares will be sold to Deckers Outdoor Products Co. operator, the company makes and popular Hollywood stars wearing in United States, and then recognized in several countries. Since then, UGG slowly from a small surf brand to become world-renowned luxury brand of sheepskin snow boots.
In 2000, Oprah in the “Favorite Things” show in high-profile announcement UGG sheepskin boots is one of the items of her beloved! We donated 350 pairs of UGG sheepskin boots inside to her studio audience, from that moment, UGG sheepskin boots famous.
In the beginning of the 21st century, UGG quickly captured the New York fashion circles, gradually from the manufacturing sheepskin boots, slippers, clogs and sandals brand has become a fashion, leisure and luxury lifestyle brand, appeared in “VOGUE” and other fashion a magazine layout.