Published 03-03-2022
| Article appears in February 2022 Issue

Ugg sales soar on Australian Made and Alipay Double 11 campaign

03-03-2022

Ugg Original (Shearer’s Ugg) turbo charged its sales after a Covid-induced slump by  participating in the Australian Made and Alipay Double 11 campaign last November. The strategy enabled the firm to tap into the lucrative market in China during their colder winter season when Ugg boots are traditionally in demand. During the campaign, more than 700 pairs were sold.

The company, which has produced Australian Ugg boots since 1988, had earlier endured a collapse of in-store sales as Covid’s impact rippled through the Australian market. The sudden change in market conditions forced Ugg Original to look elsewhere for ideas on how to grow its online business especially as weekly sales had dropped to around 20 pairs resulting in a turnover that barely covered any increased costs for online marketing and production. 

Media and influencer activities

In contrast, the Australian Made and Alipay Double 11 campaign allowed the firm to reach consumers, mostly in China, through promotions and advertising on the Alipay platform. Alipay drove customers to the Australian Made eshop and the Australian Made licensees’ ecommerce site which included the Ugg Original website. The eshop also benefited from external media and influencer activities on Chinese social channels. The campaign generated more 8.4 million exposure across all brands, leading to a greater awareness of Australian Made and its 17 participating licensees. 

Ugg Original owner, Wilson Wu said Chinese consumers trusted the Australian Made logo and recognised the quality of its products. They also trusted Alipay as a familiar and convenient payment method.    

The Australian Made x Alipay eshop is part of a broader initiative to promote and protect the Australian Made logo in export markets. 

“We are thrilled to be collaborating with Alipay to offer our licensees a new pathway to the China market,”  Australian Made export manager Jessica Beard said. Working with Alipay (Ant Group) and the broader Alibaba Group is important for Australian Made as it provides an opportunity to strengthen the reputation of the Australian Made logo and the products that carry it to overseas consumers who have a strong desire to purchase genuine Aussie products.”

www.australianmade.com.au

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