UGG's plan this year is to open 7 more direct stores, and its agents will be more capable to open more than 20 new businesses.

In the 70s of last century, Americans who frequent surfing in Australia often bought a pair of specialty Ugg sheepskin boots in their local shops to bring them home. In 1978, BrianSmith and DougJensen, an Australian surfer in the US California, applied to become CountryLeather's distributor in the west of the United States Ugg boots. Initially relying on friends and relatives to provide $20 thousand to start business.

Only 28 pairs sold in the first year. In 1979, disheartened. Jensen Transfer their share ownership to Smith 。 After that, sales began to flourish, and Smith registered the UGG trademark in the United States in 1985. In 1995, the company was bought by DeckersOutdoor and now has annual sales of over $1 billion worldwide.

In 2008, UGG entered China for the first time and opened its first store in Beijing. Why? Beijing Michae said because UGG's snow boots would sell better in the northern market for seasonal reasons. "For a company selling mainly wool boots, the peak season in Beijing is 6 months, while in the south, for example, Shanghai is at most 4 months."

In order to open up the Chinese market, the company is no longer satisfied with selling sheepskin boots with the highest market recognition. They are transforming into a lifestyle brand. This year, the same name brand household products went public, and in March, sales of household clothing products had already started in stores in mainland China. "Do you know we still sell men's shoes?" Michael pointed to a flat pea shoe on his feet. He said that men's shoes sell well in UGG's shoes, and contributed 30% of sales last year. He told reporters that the company's revenue in China increased by 37% last year.

After entering the Chinese market for 7 years, UGG has only 39 outlets, including 8 outlets. Last year, the "cautious" US company signed 3 dealers in Xi'an, Shenyang and Chengdu. These agents helped UGG open 23 stores last year.