/ Jincuodao Channel
It is a tacit fact that the beauty is worth the world.
Get PS for group photos, PS for eating, and even remove the LOGO when buying a car, which is not only related to appearance, but more importantly, face.
But in terms of the attitude towards "ugliness", everyone's tolerance towards UGG can be regarded as a double standard that has not changed for decades.
Since the advent of UGG, it has been evaluated as "too ugly to look directly at". Just this winter, UGG has made innovations in ugliness.
launched a pair of snow boots that resemble Chinese cotton slippers, and the entire network immediately stole the goods.
As an old Internet celebrity, the ugliness of UGG even Hollywood best female stars who are best at dressing up can't easily control it for a time.
The short style looks like cotton slippers, and the long style once launched was dubbed "pig large intestine style" by netizens. Although
UGG is the most ugly, but the ability to make money is also the best.
Last year, when Nike, , Adidas, and closed their stores and lowered their prices, UGG’s revenue rose against the trend last year, with an annual income of more than 1.717 billion U.S. dollars, or more than 12 billion yuan.
Not only that, the fire of UGG even changed the fate of a remote village in Henan, and also made 2 billion.
but only know that UGG is ugly, I am afraid it is your biggest misunderstanding about it.
A pair of ugly cotton shoes, let the hot girls all over the world become addicted.
In the United States, UGG is so ugly that a group of people established an organization - Anti-UGG Front Alliance.
bombarded people who wear UGG on the Internet, and even created a new vocabulary: ugly to uggly, specifically mocking UGG girls.
In the business class lounge of Qantas Airlines, it is clearly forbidden to wear UGG.
It's not because of ugliness. Qantas thinks UGG is pajamas, which is really unrefined.
In the past, it happened that a female star wore UGG, and was suggested 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 in the bones.
In the past, wool shearers in Australia cut and sewed wool with fur and wrapped it around the feet and ankles to keep 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 since then to make special military boots and . When
came to the United States, UGG adapted measures to local conditions and developed new functions - young men and women surfing put them on, and their feet would become dry in just 10 minutes.
So in 1978, an Australian surfer registered "UGG" in Southern California.Although the full name of
is UGG Australia, but now the "UGG" on the street is not an Australian specialty, but an American brand.
So UGG has nothing to do with fashion at all, and even chose to give up the value of appearance for the sake of function.
"Fashion Magazine" once exaggeratedly ridiculed that "the UGG shoe box makes the home have no room for accommodation". In 2015, a cafe in east London even specifically labeled UGG as "cinder boots" in the store.
's plump appearance, not to mention ordinary people, even supermodels with 2.8-meter-long legs can't handle it.
Even if a blingbling diamond is pasted on it, it won't do much.
Every time I see it, it always reminds me of Dobby in Harry Potter.
UGG, due to the unflattering shoe shape, once embarked on a path of more innovative and outrageous, such as the leopard print model that the square dancing aunt loves most and the long-haired model that imitates the expensive dog.
also has prints and diamonds, which are not much better, but the prices are above four figures.
In order to sell this pair of ugly cotton shoes, UGG thought of a trick: celebrities bring goods.
Using the celebrity effect, UGG began to present snow boots to stars, making UGG frequently brush their faces on various occasions.
At that time, after receiving the shoes, the queen of American talk show Oprah introduced UGG on the Oprah Talk Show, the highest-rated talk show in American history.
In 2017, UGG ranked second on the Google Christmas gift search list, killed vans, Canada Goose , Jordan, second only to i iPhone X.
No matter men, women, old or young, a pair of hands will never fail.
奢侈品牌Jimmy Choo创始人在采访时公开说：
“在我的衣柜里，除了Jimmy Choo，其他的鞋类只有UGG。”
爆火中国后，
UGG养活了河南一个村
UGG丑出了风格, ugly out of the system, ugly out of the streets.
But also because of his extreme ugliness, he even saved a village in Henan.
Every year at this time, girls who want to buy snow boots will ask online for a word that only Chinese people understand: Sangpo UGG.
is China's largest producer of snow boots - Mengzhou, Jiaozuo, Henan. Here is the world's largest OEM factory of UGG Longfeng Fur , which produces more than 80% of UGG products.
In the circle of snow boots, there is even a saying:
Australian snow boots sell 5 million pairs a year, while Sangpo village can sell 20 million pairs of snow boots.
This small village with a population of less than 7,000 people actually has more than 2,000 sheepskin products 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 boiled 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 enterprises in Sangpo Village were ordered to close down and reorganized. The remaining 10 enterprises were concentrated in the surrounding industrial parks, and the villagers lost their jobs.
UGG is the straw that Sangpo Village grasped.
In 2017, Longfeng Fur Company became the foundry of "UGG". Someone bought authentic UGG snow boots from Outlets and found that UGG is far away, but the manufacturer is close at hand.
A large number of purchasing agents flocked into Sangpo Village, trying to get genuine "UGG" products directly from Longfeng.
However, Longfeng only has the production and processing right of "UGG" and has no sales right, nor can it supply any foreign brands or downstream customers.
At this time, a large number of factories that had been closed in the past were worrying about how to survive, so they immediately started the "UGG" high imitation business and started selling shoes in Moments.
is also a high imitation, and Sangpo is not the same as Putian .
Because Longfeng is the world's largest genuine UGG foundry, so locals can easily get new snow boots.
And with their long-term experience in providing fur materials to foreign countries and doing OEM, they will soon know what leather materials and methods to use to make a pair of exactly the same shoes.
Therefore, Sangpo also became the nationally famous “the first UGG village”. The local boss did not hide anything:
"There are no fake UGGs here, they are all real. You can directly tell customers that it is Sangpo UGG."
"We use whatever material is used by the official. "
Even at 4 o'clock in the morning, the commercial street in Sangpo Village is brightly lit.
At the entrance of Sangpo Village, there is a huge poster of UGG spokesperson Zhou Dongyu , one after another express trucks pass by, and drive out of the "China Leather Capital" archway at the entrance of the village.
At this time, more and more people realize how profitable UGG is, such a highly recognizable "ugly".
The counterattack of "fashion cancer" does not only rely on hunger marketing
The more popular UGG is, the more people are looking forward to the closure of UGG.
In 2012, the sales of Deckers, the parent company of UGG, declined. At that time, a fashion commentary directly said, "UGG snow boots are finished, and the fashion industry toasted."
In the same year, the American fashion website rated UGG, hole shoes, leggings, etc. as "why not disappear fashion".
z16In addition to being regarded as a "thorn in the eye" by the fashion circle, the world's largest animal protection organization PETA is also eyeing UGG.
People for the Ethical Treatment of Animals (PETA) declared that behind every pair of UGG there is a skinned lamb.
But UGG soon came forward and said: "No sheep is hurt just because of making UGG boots. Sheepskin boots are just a by-product of the sheep industry." Animals are abused by humans who paid people to make fake videos.
even paid a lot of money to ask the farmers to perform live skinning performances, deliberately intimidating the public.
did some weird things for the benefit of nothing.
But for so many years, UGG’s ability to attract money is still very strong. Last year, it earned 300 million US dollars, a year-on-year growth of 53.1%. Up to now, more than 140 stores have been opened around the world.
No one will deliberately choose to judge ugliness.
First, compared with other luxury goods, UGG has a rigid need for functionality.
In the Northeast where the average temperature is minus 20 degrees, and even can reach minus 30 to 40 degrees in December, snow boots are just needed. It is impossible for any pair of single shoes to survive the winter in Northeast China.
UGG has almost no competitors in terms of the functionality of "anti-freezing and keeping warm".
Second, UGG took the initiative to break those harsh rules.
When the new female consumer circle has changed their perception of their bodies and identities, good looks are no longer the only criterion for consumption.
From the closure of Victoria’s Secret , we can see that the “sexy” and “perfect” that Victoria’s Secret insisted on in the past are more regarded as a kind of discrimination and harm to ordinary women.
Does the underwear without rims look good? But it did make Victoria's Secret stumble.
Who said that women must wear high-heeled shoes that are deformed until the toes are squeezed. The comfort of UGG also liberates girls.
The controversy of "ugly fashion" itself is a natural flow, which seems to be "going against the grain", but it is actually a popular password.
Conclusion: The success of
UGG does not mean that all grandstanding ugliness can succeed. The difference between
is whether it is to "play ugly" for eyeballs, or to preserve functionality.
YSL once launched skating high-heeled shoes
In fact, UGG’s performance took a sharp turn in 2012, when consumers’ preferences gradually turned to Martin boots and other products.
The solution given by UGG is to take the fashion route, but it does not give up the functionality of keeping warm.
This is why snow boots have been criticized for being bloated, but they have been enduring and can resist the epidemic.
Ugliness is appearance, ugliness is also controversy and traffic, but the way to make money behind it lies in:
recognize users and recognize themselves. November financial new force
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The author of this article | Zhang Yichi
