UGG Wants To Expand The Chinese Market Without Considering "Ugliness".

French fashion blogger GaranceDor ye, who is famous for fashion illustration and elegant wear, used to answer "UGG" when confronted with the reporter's question, "what will you never wear?"

However, a week ago, she sent an article in her blog to admit that she had bought a pair of UGG, saying that it was unforgettable for her comfort and warmth.

Whether this is UGG sponsorship is unknown to us, but the blogger finally wrote: "don't wear out!"

Similar to this debate about the beauty and ugliness of UGG is no longer new, some people put it and hole shoes into a single product that should disappear, the parent company of UGG in 2012.

Sales fell, and the guardian wrote "UGG is over - Fashion celebration."

It is really not the product that is fashionable to make headlines. When people talk about fashion, they mostly refer to UGG stars dressed in the street.

In a Racked article, LockieAndrews, a fashion consultant, found that 25% of the women's wardrobe had at least one pair of UGG boots, and they would not buy second pairs in a few years.

The company's financial position is still good, sales in fiscal 2014 increased by 12.6% to $1 billion 490 million over the same period last year.

Because the frequency of purchase is not high, this figure is basically driven by the expansion of new markets.

Not long ago, they held the winter new product conference in Shanghai. They invited the star couple Qi Wei and Nathan Lee to emphasize the warmth and happiness in the brand. At the same time, they said they would expand the product line, enter the men's clothing market and pform into the high-end lifestyle brand.

Once in

Served as chief marketing officer of 21 years, becoming AngelMartinez2001.

President and CEO, he insisted that UGG must be sold in high-end shopping malls and high-end brands, and also knew the value of sports stars. Since 2011, it has chosen NFL star TomBrandy to endorse men's leather boots and Oxford shoes.

And later introduced wool and other fabrics related blankets, knitted pillows, household clothes, slippers and other comfortable household items.

UGG's accurate version is UGGAustralia, which originated from the ugly boots of sheepskin and wool used in surfing in Australia. UGG is generally referred to as a style in Australia. It is read as Ugly's "ug-g". It was registered in the United States via BrainSmith in 1995, sold to Deckers in 1995, and became popular with some Hollywood stars in 2003.

Data show that more than half of UGG's stores were outside the United States in that year, with market focus in Europe and Asia. At that time, there were only 13 stores in China in May 2012, and now it has reached 84.