Key points of this article
The "ugliness" of snow boots has become its traffic password and is sought after by young people, the social ** platform once again formed a wide range of discussions.
2.As the needs of consumers change,The styles of snow boots are becoming more and more diverse, and functionality and cost-effectiveness have also become the main factors for consumers to consider.
3.With the development of the market, the improvement of fashion sense and the enhancement of functionality such as waterproof and anti-fouling may become the main development direction of ugly shoes such as snow boots.
Cave shoes, Birkenstocks, and snow boots have been in the limelight on social networking in the past year as the ugly shoe triumvirate.
According to Mojing's social listening data, from December 2022 to November 2023, the volume of Dongdong shoes and Birkenstock shoes on the main ** platforms is 95 respectively10,000 times and 980,000 times, a month-on-month increase of more than 200%. The sound of snow boots reached 10440,000 times, with about 58.17 million interactions. Ugly shoes are becoming more and more popular with consumers and occupy a place in people's outfits, with holes and Birkenstocks in spring and summer, and snow boots in winter.
According to Magic Mirror Analysis + data, from December 2022 to November 2023, the sales of snow boots on mainstream e-commerce platforms reached 68400 million yuan, sales reached 481060,000 pieces
Sales trends of snow boots on mainstream e-commerce platforms from December 2022 to November 2023.
Magic Mirror Analysis+
Why are "ugly shoes" snow boots sought after by young people?
Snow boots were born in the last century as a must-have item for people to keep warm in winter, and later the warmth function of snow boots was discovered by the Australian military, and was once designated by the Australian military as boots, and even called fugg, that is, flying ugly boots.
Snow boots were brought to New York from Australia by surfers in 1979 and have since become popular worn by Hollywood stars. Compared to other shoes, snow boots are very popular with consumers because they are uglier in appearance but have better warmth.
In the homogeneous market, consumers prefer unique products, and the ugliness of snow boots has become a traffic password, and a series of ugly things on the market, such as hole shoes, Birkenstock shoes, have been confirmed by the explosion of this point, and snow boots have also been sought after by consumers with their unique appearance.
Young people are keen to share the fashion of snow boots on the Internet, and with the cold wave of this winter, snow boots have reached a new height on social **. According to Mojing's social listening data, from September 2023 to November 2023, the volume of topics about snow boot wearing on major ** platforms has reached 560,000 times, an increase of 6,74846%。Among them, the people who participated in the discussion were concentrated in the 21-35 years old, who have a unique aesthetic and pursue personalized clothing, and are loyal fans of snow boots.
Little Red Book.
The explosion of snow boots on social networks has also made the first village of snow boots in China, Sangpo Village. The village started as a UGG brand OEM and contracted most of UGG's snow boot manufacturing, and at the moment of pursuing consumption downgrading, Sangpo Village has also become a holy place for many young people to check in with the advantage of cost performance.
Affordable snow boots are out of the circle, changing consumer preferences
Warmth has always been an important selling point of snow boots, and one of the main reasons why snow boots are warm is because they are made of fur and fur materials, which have better thermal performance than faux fur shoes and boots. Most of the leather products made by big-name snow boots come from Australia, the United States and other leather origins, so the ** is relatively high, among them, UGG's more classic solid color snow boots from December 2022 to November 2023 on the mainstream e-commerce platform sales of about15.99 million yuan
Brand ***
As consumers' tastes continue to change, so do their requirements for snow boots. According to e-commerce listening data, from December 2022 to November 2023, consumers on mainstream e-commerce platforms paid more attention to the design of snow boots, accounting for 19% of all aspects of snow boots.
Consumer demand has also driven snow boot brands to continuously improve the appearance of their products, and the styles have become more diverseIn addition to the regular model, there are also mini butterfly models, round-toe comfortable slip-on models, and Chelsea models. At the same time, the shape of snow boots is also more varied, adding bows, straps and other elements, and many brands such as Huili have also launched pink, gray, white and other colors in addition to the original classic chestnut color.
Among the many styles, platform boots are the most popular style among consumers this year, compared with flat snow boots, platform snow boots have more personality, and at the same time can better modify the wearer's figure, and the adaptability of accessories such as stacks of socks is also higher, so they are also liked by young consumers who pursue trends. According to Mojing Analysis + data, one of UGG's platform boots has reached 22.5 million yuan in sales on mainstream e-commerce platforms since it was launched in August 2023. According to the data of Mojing social listening, among the different styles of snow boots on the main ** platform, the platform boots rank relatively highIt accounts for 13% of the volume of various styles of snow boots.
From December 2022 to November 2023, the topic of "snow boots" on the main ** platform will be posted - by style.
Magic Mirror Social Listening.
Recently, there is a widespread phenomenon of consumption downgrading and looking for replacement among consumers, and they have begun to care more about the cost performance of products. Overseas brand snow boots are no longer the only choice for consumers, and domestic snow boots have also been favored by consumers with their high cost performance.
According to Mojing Analysis + data, the sales of domestic brand Huili on mainstream e-commerce platforms from December 2022 to November 2023 are about 3200 million yuan, sales increased by 19 percent year-on-year4%, and the average price of its goods is only 91 yuan.
Many domestic snow boots are about 100 yuan, and the fluff is relatively thick, which can meet the warmth needs of consumers in winter. At the same time, some snow boots have made some adjustments to the toe and sole to make it more comfortable for consumers to walk on their products. There are also snow boots that are designed with elastic fasteners on the shoes to make it easy for consumers to put on and take off, which further increases the wearability of the product.
As it becomes a trend to go to the north for ice and snow tourism in winter, consumers are paying more and more attention to the non-slip and waterproof performance of snow bootsAlthough most snow boots have excellent thermal performance, they are made of sheepskin and cowhide, and their non-slip and waterproof properties are relatively lacking. A snow boot from Decathlon has been welcomed by consumers due to its excellent anti-slip and waterproof performance, and has become popular on major platforms.
Many of Decathlon's snow boots are both waterproof and non-slip, and have very high frost resistance, which is recommended by netizens on social ** to travel to the Northeast as a must-have. With one of them, it is priced at 299The 9 yuan product is an example, which is said to be able to withstand the severe cold of minus 22 degrees, and the cold resistance is relatively good, so the product was once bought out by consumers, and even Decathlon snow boots ** trend appeared on the Internet. At the same time, the snow boots are designed with a large bottom groove at the bottom, which has good anti-slip performance, and can avoid the wearer from falling in the snow to a certain extent, so it is also rated as "god shoes" by many netizens. From December 2022 to November 2023, the sales volume of this product on mainstream e-commerce platforms is 14620,000 yuan, sales increased year-on-year
Little Red Book.
The consumer base of snow boots is also broadening, with women still the main consumer of snow boots, but men are also increasingly starting to wear snow boots. Men have always been associated with plush products, but the appearance of snow boots designed specifically for men on the market has shattered this stereotype. In terms of appearance, men's snow boots are designed to be relatively tough, with a thicker wool lining and a warm-locking suede that can keep them warm in winter, and their soles are also designed to be light and soft to walk without tiring your feet. According to Mojing Analysis + data, from December 2022 to November 2023, the sales of men's snow boots on mainstream e-commerce platforms reached 20700 million yuan, with a year-on-year growth rate of about 5%.
Fashionable + functional, snow boots can be expected in the future?
As young people are keen to match snow boots as a single item, there are many contents of snow boots on social **, and users have a strong willingness to interact, which may provide inspiration for brand product design and marketing methods.
It has been said that "the end of fashion is snow boots".On social platforms, some people share their finished products of DIY snow boots, such as adding decorations to the upper or tying bows, colorful beads, etc., and there are also many references for wearing current fashion items such as shark pants and pile socks, and snow boots have become a veritable fashion pair.
In terms of functionality, the user experience of snow boots is also gradually optimized. According to Mojing's social listening data, many posters attach more importance to the anti-slip function of snow bootsAmong the different functions of snow boots, the anti-slip function accounts for 15% of the volume. Snow boots represented by UGG are designed with a non-slip and wear-resistant print on the sole to increase the friction of the sole and prevent the wearer from falling. In addition, many snow boots will also be sprayed with a waterproof and stain-repellent coating on the upper to enhance the waterproof performance of the product and reduce the possibility of the boot getting wet and stained by rain and snow. According to Mojing Analysis+ data, from December 2022 to November 2023, the sales of snow boots with waterproof, anti-slip or anti-fouling functions on mainstream e-commerce platforms will be 21about 700 million yuan, an increase of 21 percent year-on-year7%。
From December 2022 to November 2023, the main ** platform snow boot topic posting - functional requirements.
Magic Mirror Social Listening.
More cost-effective snow boots are becoming the mainstream of the market, these snow boots in addition to the basic warmth function, in the traditional snow boots in the appearance and details of the workmanship has also been improved, but lower, can meet the needs of different consumers.
Summary
As one of the ugly shoes on the same level as Birkenstock shoes and cave shoes, snow boots occupy an irreplaceable position in the hearts of consumers with their high-quality thermal insulation and plasticity in matching. As consumers' consumption concepts become more rational and pay more and more attention to the cost-effectiveness and functionality of products, more people-friendly and more functional snow boot products continue to emerge in the market, bringing more highlights to the snow boot market, and also providing reference for the development of the other two ugly shoes.