UA's Asia strategy
As the popularity of UGG snow boots in the world started in spontaneous hot Hollywood actress who, UA early most of the orders benefit from star athlete and Word of mouth spread. UA first impressive appearance was by the United States of famous football Oakland Raiders team member Jeff George (Jeff George) wearing today by the Board of the United States (USA Today) made headlines. Today, the founded in 1996, the company has worked with more than more than 100 occupations, star of the sport teams in colleges and universities across the United States established a cooperative relationship with the team, such as Jennings (Brandon Jennings) and Michael Phelps (Michael Phelps), and become an NBA latest partner this year. In 2010, the UA global sales of close to $ 1 billion, which also makes the new Plank into the Forbes rich list.
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However this nearly 90% wealth of us $ 1 billion from the United States that the single market. Although UA 11 years ago to enter Japan, but so far its influence in the region is still very limited. Compared to Nike and adidas in the global and emerging market layout, UA's sales is highly dependent on United States markets rise and fall. This is still needed for fast-growth companies, was a great risk. "I hope that the UA is an international brand, after more than half of its sales from the United States market outside. "Plank said.
The biggest challenge was how to take advantage of the first two years to improve brand recognition of UA in China and Asia markets. "Now through our stores may have 90% do not know what the brand is. "Plank said. Therefore, Plaza basement level of UA stores in Hong Kong are often staged scene is, UA coat of customers was a clerk on the try pouring a glass of water, clothes waterproof function. At the same time, playing on a big screen on the wall next to the Phelps wore the same clothing commercials of the station during a storm.
