UGG Found The Second Child Business Opportunities: Children'S Shoes Or The Next Sales Hot Spot!

Here we go again. Snow boots World-famous UGG The good time of the year.

"At this time of year, we always sell our goods best." UGG Michael Wellman, general manager of China, said, "this year we are lucky, because the snow falls early in the north."

The American joined DECKERS in 2013 (the parent company of UGG). In the past 20 years, he served successively. NIKE , ADIDAS NEWBALANCE, these well-known footwear brands.

UGG red is too early. Before its entry into the Chinese market, the Shanzhai goods under the banner of snow boots are everywhere. Even after the official entry into China in 2008, there were few brand stores, so people often foolishly distinguish fake goods from genuine ones.

The flagship fur wool boots are of high quality and UGG is not cheap in China. Just like other international brands, because of the large price gap at home and abroad, people often buy abroad or buy travel in order to get tangible benefits.

So, 7 years after entering China, UGG decided to adjust the selling price. "The overall reduction is about 10%-12%, and the largest one has a drop of nearly 20%." Michael said that in August this year, UGG chose a total of 215 introductory products (covering all categories of products) to enter the price adjustment. "What we have chosen is the most popular product line in mainland China." UGG said in a statement.

Michael said that there will be further adjustments in the future, but it is not yet clear.

Compared with previous "low profile", UGG's recent publicity in the Chinese market has become frequent. In order to get more ground, the company began to invite Chinese stars to participate in their marketing activities, and the stars were also willing to attend the beautiful shoes provided by the brand side.

"The Chinese market is developing so fast that people's consumption habits are changing." Michael said that in the United States, over 25 years old people are not too happy to buy online, but in China, our office has more than 10 meetings per week, only Hongkong and I have no online shopping. He disclosed that sales of double eleven UGG this year increased by 30% over last year. Although there are not many other brands growing at an alarming rate, he is satisfied that "our sales in China are growing healthily and steadily."

China's two child policy has an impact on related industries. UGG also discovered this business opportunity. Although its American colleague GAP has been criticized in the adult clothing market, children's wear has always been the highlight of its sales. Take this year's double eleven as an example, GAP sells more children's clothing than UNIQLO, ranking fourth in the industry.

"Next year we will introduce more children's products, footwear, clothing, accessories and so on." Michael disclosed that "children's products are expected to account for 7% of the total sales."