A new product launch in China has catered towards keeping a target on men which has been considered as a process to reach for those targets which are not available with the company currently. Internet technology improvement has also helped the organization in China for diversifying the marketing strategy of the company in order to meet the requirement of customers (youth customers especially) who use internet or the web in a frequent manner. Eventually this marketing strategy leads towards growth and refinement through social media tools ultimately leading towards company marketing technique improvement. UG Australia boots have been considered to be of high quality in comparison to other competitors in Chinese market of boots. In order to set up itself in China, the company had taken up to form an agreement of joint venture with Stella International Holdings limited affiliate in order to open retail stores and distribute in whole sale terms in China (Boutellier 2009). In the region of Asia especially in China, UGG Boots Australia took up for acquiring the interest of non-controlling joint venture that helped in the company in providing complete control over the market’s fast growth and now the international market in China is 4th largest for UGG. Also, in China primarily the company does not manufactures its boots but prefers to outsource the brand footwear production to manufacturers in China at an independent level.