Crocs, Birkenstocks, and snow boots—dubbed the "ugly shoe" trio—have taken social media by storm. According to Moojing Market Intelligence, snow boots generated 1.044 million posts and 58.17 million interactions from December 2022 to November 2023 on China mainly social media platforms include Little Red Book, Tiktok(Douyin) and Weibo. These quirky footwear choices have unexpectedly become social media darlings, sparking lively discussions and reshaping fashion trends online.
Key Points of The Article:
The popularity of "ugly shoes" like snow boots among Chinese young people can be attributed to a desire for uniqueness in a saturated market. The trend of embracing unconventional styles, evident in the success of Crocs and Birkenstocks, has extended to snow boots. With a distinctive appearance, snow boots have become sought after by consumers looking for something different.
The influence of young people has propelled snow boots beyond functionality, turning them into a fashion trend. According to Moojing Market Intelligence, posts about snow boots outfits on major Chinese social media platforms surged to 56,000 times from September to November 2023, marking a 70% year-on-year increase. This underscores the growing popularity of snow boots, driven by their unique aesthetic and alignment with evolving consumer preferences.
Consumer preferences for snow boots are evolving, as highlighted in Moojing Market Intelligence's Chinese e-commerce data from December 2022 to November 2023. A notable shift is observed, with 19% of overall attention now dedicated to the appearance design of snow boots. This trend has spurred continuous improvements in their visual appeal, resulting in a surge of diverse styles.
Platform snow boots have emerged as a recent favorite, experiencing rapid growth compared to traditional flat designs. From January to December 2023, Moojing Analysis reports a staggering 126.0% year-on-year increase in sales, reaching 2.8 billion yuan on Chinese mainstream e-commerce platforms. This surge underscores a dynamic shift in consumer preferences towards more fashionable and diverse snow boot options.
Simultaneously, the increasing popularity of winter travel to northern regions has heightened consumer priorities for slip-resistant and waterproof snow boots. Traditional materials like sheepskin and cowhide often fall short in these aspects. However, a standout is Decathlon's snow boot, renowned for its exceptional anti-slip and waterproof features. Priced at 299.9 CNY, it gained acclaim for withstanding temperatures as low as minus 22 degrees Celsius. Notably, its sales soared to 1.462 million yuan from December 2022 to November 2023, reflecting a remarkable 149.2% year-on-year increase.
The rise of "ugly shoes," especially snow boots, among the Chinese younger generation underscores a shift towards unique and unconventional fashion. With a focus on diverse styles and enhanced features, the market responds to changing Chinese consumer tastes. Practical elements like slip-resistance and waterproofing drive the success of innovative products.
