Text/Jincuodao Channel
’s appearance is worthy of the world. This is a tacit fact.
You need photoshop for photos, photos for meals, and even when buying a car, you have to remove the LOGO. It is not only related to appearance, but more importantly, face.
But in terms of attitude towards "ugliness", everyone's tolerance for UGG can be called a double standard that has remained unchanged for decades.
Since UGG came out, it has been criticized as "too ugly to look at". This winter has just arrived, and UGG has made another innovation in terms of ugliness.
launched a pair of snow boots that look like Chinese cotton slippers, and the entire network was immediately sold out.
As an old Internet celebrity, UGG's ugliness was once difficult to control even Hollywood female stars who are best at dressing up.
The short version looks like cotton slippers, and the long version once launched was jokingly called the "pig intestine style" by netizens.
UGG may be the most ugly, but its earning power is also the best.
Last year, when Nike Adidas closed stores and cut prices, UGG's revenue bucked the trend and surged last year, with annual revenue exceeding US$1.717 billion, which totaled more than 12 billion yuan.
Not only that, the popularity of UGG even changed the fate of a remote village in Henan, and it also earned 2 billion.
But you only know that UGG is ugly, which is probably your biggest misunderstanding about it.
A pair of ugly cotton shoes makes hot girls all over the world addicted
Based on appearance alone, UGG even the fashion pioneers in the county dismiss it.
In the United States, UGG is so ugly that a group of people established an organization- Anti-UGG Front Alliance.
always criticizes those who wear UGG on the Internet, and even created a new vocabulary: ugly to uggly, specifically to ridicule UGG girls.
Qantas Airways’ business class lounge clearly prohibits wearing UGGs.
It’s not because they are ugly. Qantas feels that UGGs are just pajamas and are really not elegant.
In the past, there was an incident where a female celebrity wore UGG and was advised by the staff to go to the store next door to buy a pair of decent shoes before entering the lounge. The "ugliness" of
UGG is ugly to the core.
In the past, Australian shearers would cut and sew wool with fur integrated into it, then wrap it around the feet and ankles to keep them warm. Because of their ugly style, they are called "ugly boots" in slang.
Because of its outstanding warmth retention, UGG has been used by the Australian Air Force to make special military boots since then.
In the United States, UGG has developed new functions based on local conditions - young men and women put them on after surfing , and their feet will become dry in just 10 minutes.
So in 1978, an Australian surfer registered "UGG" in Southern California, USA.
Although the full name is UGG Australia, the "UGG" that is everywhere on the street now is not an Australian specialty, but is actually an American brand.
So UGG has nothing to do with fashion at all, and even chooses to give up appearance for functionality.
"Fashion Magazine" once exaggeratedly ridiculed that "UGG shoe boxes leave no room at home." In 2015, a cafe in east London even labeled UGGs as "cinder boots" in its store.
has a fat appearance that even supermodels with legs of 2.8 meters long cannot control, let alone ordinary people.
Even if it is covered with blingbling diamonds, it will not have any effect.
Every time I see it, it always reminds me of Dobby in "Harry Potter".
UGG Because the shoe shape is not flattering, it once embarked on the road of becoming more innovative and outrageous, such as the leopard print model that square dance mothers love and the long-haired model that imitates precious dogs.
also has printing and diamond-encrusted ones, which are not much better, but the price is more than four digits.
In order to sell this pair of ugly cotton shoes, UGG thought of a trick: celebrities lead the sales.
Taking advantage of the celebrity effect, UGG began to give snow boots to celebrities, allowing UGG to frequently brush their faces on various occasions.
At that time, after receiving the shoes, Oprah, the queen of American talk shows, introduced UGG on the Oprah Talk Show, the most watched talk show in the history of the United States.
By 2017, UGG ranked second on the Google Christmas gift search list. killed vans, Canada Goose , and Jordan, and was second only to iPhone X in popularity.
No matter men, women, old or young, everyone has a pair of hands and will never fail.
The founder of luxury brand Jimmy Choo publicly said in an interview:
"In my wardrobe, except Jimmy Choo, the only other footwear is UGG.” After
became popular in China,
UGG fed a village in Henan.
UGG became ugly in style, in the system, and in the streets.
But because it was so ugly, it even saved a village in Henan.
Every year at this time, girls who want to buy snow boots will ask online for a vocabulary that only Chinese people understand: Sangpo UGG.
Mengzhou City, Jiaozuo, Henan Province is the largest snow boots producing area in China. Here is UGG's world's largest processing factory, Longfeng Fur, which produces more than 80% of UGG's products.
In the circle of snow boots, there is even a saying:
Australian snow boots sell 5 million pairs a year, while Sangpo Village 's snow boots can sell 20 million pairs.
This small village with a population of less than 7,000 people has more than 2,000 sheepskin product shops, large and small, with a total transaction volume of more than 2 billion yuan a year.
The villagers of Sangpo Village used to make a living by making cooked sheepskin. The money was not much, but the pollution was extremely serious.
Sangpo Village has been reported many times because of pollution.
In 2018, more than 100 fur companies in Sangpo Village were ordered to close down and reintegrate, and the remaining 10 or so companies were concentrated in surrounding industrial parks. The villagers suddenly lost their jobs.
UGG is the life-saving straw that Sangpo Village grasps.
In 2017, Longfeng Fur Company became the OEM of "UGG". When someone bought genuine UGG snow boots from Outlet , they discovered that UGG is far away, but the manufacturer is right in front of them.
A large number of purchasing agents flocked to Sangpo Village in an attempt to get authentic "UGG" products directly from Longfeng.
However, Longfeng only has the right to produce and process "UGG" and does not have the right to sell it, nor can it supply to any external brands or downstream customers.
At this time, a large number of factories that had been closed down in the past were worrying about how to survive, so they immediately started a high-imitation business of "UGG" and started selling shoes in WeChat Moments.
is also a high imitation, Sangpo is not the same as Putian .
Because Longfeng is the world’s largest genuine UGG factory, locals can easily get new snow boots.
And with their long-term experience in providing fur raw materials to foreign countries and doing OEM work, they will soon know what leather materials and methods to use to make an identical pair of shoes.
As a result, Sangpo became the nationally famous "UGG No. 1 Village" . The local boss did not hide anything when he spoke:
"There are no fake UGGs here, they are all real. You can tell customers directly that it is Sangpo UGG."
"We will use whatever materials the official uses."
Even at 4 o'clock in the morning, Sangpo Village Commercial Street is brightly lit.
At the entrance of Sangpo Village, a huge poster of UGG spokesperson Zhou Dongyu was hung. One after another express delivery vehicles passed by and drove out of the "China Leather Capital" archway at the entrance of the village.
At this time, more and more people are realizing how profitable UGG, a highly recognizable “ugly” product, can be.
The counterattack of "fashion cancer" does not rely solely on hunger marketing
The more popular UGG is, the more people are looking forward to UGG's bankruptcy.
In 2012, the sales of Dex, the parent company of UGG, dropped. At that time, a fashion commentator directly said, "UGG snow boots are finished, and the fashion industry is toasting."
In the same year, the American fashion website rated UGG, Crocs, leggings, etc. as "fads that won't disappear".
In addition to being regarded as an "eyesore" by the fashion circle, PETA, the world's largest animal protection organization, is also eyeing UGG.
People for the Ethical Treatment of Animals (PETA) claims that behind every pair of UGGs there is a skinned lamb, and the bloody killing background makes it unattractive.
But UGG soon came out hard: "No sheep has been harmed just to make UGG boots. Sheepskin boots are just a by-product of the sheep industry."
As a result, this hypocritical organization was soon exposed. In order to prove to the public that animals are abused by humans, they had paid people to make fake videos.
even paid large sums of money to hire breeders to perform staged performances of skinning them alive, deliberately intimidating the public.
does some weird things for the sake of profit.
But after so many years, UGG’s ability to attract money is still very strong. It earned 300 million US dollars in one quarter last year. increased by 53.1% year-on-year. Up to now, it has opened more than 140 stores around the world.
No one will deliberately choose to look ugly.
First, compared with other luxury goods, UGG has a strong need for functionality.
In the Northeast, where the average temperature is minus 20 degrees, and can even reach minus 30 or 40 degrees in December, snow boots are a necessity. No single pair of shoes can withstand the winter in the Northeast.
UGG has almost no competitors in terms of "anti-freeze and warmth" functionality.
Second, UGG took the initiative to break those harsh rules.
When the new female consumer circle changes their perception of their bodies and identities, good looks are no longer the only criterion for consumption.
It can be seen from the closing of Victoria's Secret that the "sexy" and "perfection" insisted on by Victoria's Secret in the past were more regarded as a form of discrimination and harm to ordinary women.
Are rimless underwear good-looking? But it did give Victoria’s Secret a big setback.
Who said women must wear high heels that are so crowded that their toes are deformed? The comfort of UGG also liberates girls.
The controversy of "ugly fashion" itself is a natural traffic. It seems to be "the opposite", but it is actually a popular password.
Conclusion: The success of
UGG does not mean that all ugliness that tries to impress others can succeed. The difference between
is whether it is to "act ugly" to attract attention, or to preserve functionality.
YSL once launched skate high-heeled shoes
In fact, UGG's performance took a turn for the worse in 2012, when consumers' preferences gradually turned to products such as Martin boots.
The solution given by UGG is to follow the fashion style route, but it does not give up the functionality of keeping warm.
This is why snow boots have always been criticized for being bloated, but they have been enduring and can withstand the epidemic.
Ugliness is the appearance, and ugliness is also controversy and traffic, but the way to make money behind it is:
Recognize the users and recognize themselves. #November Finance New Power#
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Author of this article | Zhang Yichi
