Ugg gradually lost heat, single product growth slowed down, fell into the battle of trademark use ri 大丑风流记第二部

UGG gradually lose heat single product slowdown into the right to use the trademark battle to open stores and expand the category did not work after the explosion of UGG problem paragraph era with the cold weather, the mall began on the shelves of winter boots. Compared with a few years ago burst fire state, UGG boots from North America snow boots brand performance significantly cold. Poor sales led to a decline in revenues of more than two digits in the brand’s parent company. Although the company did not disclose the specific performance of China’s region, but as the most important market in UGG, there are sales personnel reflect, in 2015 accelerated store expansion and product diversification attempt little effect. In order to win the market with comfort, how to cultivate long-term consumer power is the focus of attention for the industry in UGG. UGG single product growth slowdown is similar to "hole shoe" Crocs, relying on the star effect and fashion trend popular UGG, after the explosion of fire encountered brand winter. Recently, UGG parent company of American outdoor sports apparel company Deckers released the first quarter of 2017 earnings, all brands of its sales have appeared two digit decline. Total sales of 174 million euros, compared with the same period last year, 214 million euros, down 18.4%, operating loss of $78 million 300 thousand, compared with the same period last year, 63 million 700 thousand U.S. dollars, the loss increased. As the flagship brand of Deckers performance, UGG’s sales were $91 million 900 thousand, nearly 20% lower than $115 million in the same period last year. Last year, the profits of UGG parent company also plummeted, which is closely related to the slowdown in UGG growth. In the case of poor development of other brands, last year’s UGG revenue increased by only 2.1%, it is difficult to pull the group’s performance growth. Focusing on the Chinese market, UGG’s brilliance has gradually lost its popularity. Beijing Chinese Commercial Daily reporter visited a number of UGG outlets outlets in Beijing, found that although there are a lot of guests linger to choose, but the actual purchase of UGG snow boots few guests. "Snow boots" and "UGG", these two concepts are not synchronized infusion to consumers. Before 2008 Chinese entered the market, UGG copycat goods already can be found everywhere." Zhao Peiru, an analyst in the apparel industry, said. In fact, UGG does not refer specifically to a boot brand in Australia. It is actually a generic name for sheepskin boots. UGG, as a representative brand of snow boots, has been sought after by young consumers since entering china. "Just like buying a pair of sneakers, you’ll want to buy Nike, and buying a pair of UGG boots comes from the same consumer mentality. But unlike sports shoes, UGG is very similar in style, it is difficult to buy a pair of shoes after buying second pairs of desire." Some consumers express to Beijing business daily reporter. Second spring layout hit trademark war as the most important producer of UGG products, China is becoming the top priority of UGG layout. In order to curry favor with consumers, since 2013, UGG has produced specific products for the Chinese market, which has never been treated in other markets. Among them, the number of stores to open

UGG逐渐丧失热度单品增速放缓 陷入商标使用权之战   增开门店及扩品类未奏效   后爆款时代的UGG难题   随着天气转冷,商场里的冬靴也开始摆上货架。与几年前的爆火状态不同,来自北美的雪地靴品牌UGG业绩明显遇冷。销售不佳导致该品牌母公司收入出现两位数以上的下滑。虽然该公司未公布中国地区的具体业绩,但是作为UGG最重要的市场,有销售人员反映,2015年加速扩店和产品多样化尝试效果甚微。在以舒适度博得市场后,如何培养恒久的消费动力,是业内对于UGG的关注重点。   UGG单品增速放缓   与“洞洞鞋”Crocs相似,依靠着明星效应和时尚风潮走红的UGG在爆火之后遭遇了品牌的冬天。近日,UGG母公司美国户外运动服饰公司Deckers发布2017年一季度财报,旗下所有品牌的销售均出现了两位数的下跌。总体销售额为1.74亿欧元,相比去年同期的2.14亿欧元,下跌18.4%,营业亏损为7830万美元,相比去年同期6370万美元,亏损幅度有所增加。而作为Deckers业绩支撑的旗舰品牌 UGG的销售额为9190万美元,比去年同期的1.15亿美元下滑了近20%。去年全年,UGG母公司的利润也出现了暴跌,这与UGG的增长放缓密切相关。在其他品牌发展不良的情况下,去年UGG的收入全年增幅仅有2.1%,难以拉动集团的业绩增长。   将眼光聚焦在中国市场,UGG曾经的辉煌也在逐渐丧失热度。北京商报记者走访了北京多家UGG奥特莱斯店面后发现,尽管店内有多位客人流连挑选,但实际购买UGG雪地靴的客人寥寥无几。   “雪地靴和UGG,这两个概念并不是同步灌输给消费者的。在2008年进入中国市场之前,UGG的山寨货已经俯拾皆是。”服装行业分析师赵培如是表示。实际上,UGG在澳洲并不特指某一靴子的品牌,它其实是羊皮靴子的统称。而UGG作为雪地靴的代表品牌,在进入中国后,受到了以年轻人为主的消费者的追捧。“就像买一双运动鞋会想要买Nike一样,买一双UGG的雪地靴是出于同样的消费心理。但与运动鞋不同的是,UGG的款式十分相似,很难在买了一双鞋后有买第二双的欲望。”有消费者向北京商报记者表示。   第二春布局碰上商标战   作为UGG产品最主要生产国,中国正在成为UGG布局的重中之重。为了讨好消费者,2013年开始UGG就已经为中国市场生产特定产品,这是别的市场都不曾有过的待遇。其中,增开门店数量是中国战略之一,光是2014年9月就有6家实体店在中国开业,而去年整年有超过30家门店开业。同时,UGG也扩充了自身的产品品类,推出新的鞋款和仅在官网上售卖的高档家居产品,希望能吸引到更多消费者。   在北京地区的奥特莱斯门店,UGG新推出的草编凉鞋、豆豆鞋等产品,和雪地靴遭遇了同样的尴尬。奥特莱斯的一名销售人员告诉北京商报记者,今年豆豆鞋还有近万双的未销库存,能否消化还是个未知数。   在多元化扩张受阻的同时,UGG目前还陷入了商标使用权之战:作为“UGG”的“持有者”,UGG的母公司Deckers曾于1999年在美国、中国及欧洲等地将“UGG Australia”成功注册成为商标。但澳大利亚悉尼雪地靴制造商Australian Leather Pty早于20世纪90年代就开始生产雪地靴,且在商标上与UGG几乎完全相同。UGG认为,Australian Leather Pty的产品涉嫌侵犯自己拥有的UGG商标权益,并将之告上法庭。值得注意的是,澳洲品牌的UGG正随着海淘渠道的发展而被中国消费者所接触并认可,由于产品同质化过于严重,这对于UGG来说也是不小的压力。   时髦不是万金油   UGG的发展路径让人很容易联想到洞洞鞋Crocs卡骆驰,作为某一段时间的潮流带动起来的消费品,和Crocs卡骆驰一样,UGG也存在着自身的生命周期,短期的时髦难以成为恒续品牌光环的“万金油”。“这两个品牌的相似还在于,二者在产品的初期阶段强调的都是舒适。但是这种舒适度的高低,对于消费者来说其实不是最敏感的,消费者考虑的首要要素依然是价格。千元价位的UGG和百元价位的其他品牌的雪地靴,在舒适度上不分伯仲的情况下,性价比高的就成为了首选。”赵培表示。   为了提高产品的性价比,UGG也在做出努力。去年8月,UGG宣布协调全球价格,秋季系列首先在中国和欧洲有每双 10%左右的降幅。一款原价2000元的短靴降价后售卖1480元。   “所有的雪地靴产品生产商都面临着这样的困境,核心产品的季节属性很强。为了弱化这种季节属性,不少雪地靴厂商在淡季也研发一些单鞋,例如豆豆鞋、乐福鞋等,但那也只能保证淡季不亏损,根本谈不上盈利。”国内一家雪地靴生产商的相关人员告诉北京商报记者,对于UGG这样的行业大品牌来说,新的产品如果想要实现盈利,就必须抛弃一直以来偏重舒适感、缺乏设计的调性,或以开设副线的方式,跳出消费者的固有认知,这也能尽可能地摆脱山寨产品的追逐。但无论在全球范围内,抑或是在中国市场,要树立起UGG的全新形象绝非易事。   北京商报记者 方彬楠 王潇立 进入【新浪财经股吧】讨论相关的主题文章: