[Asia Economy Reporter Kim Jong-hwa] Il룸, a lifestyle furniture brand under the Persis Group, analyzed its data from January to June 2020 and found that online consumption increased, and furniture for work, study, and leisure activities gained popularity.
Il룸's trends for the first half of 2020 can be summarized as ▲ increased online sales due to home commerce ▲ popularity of home office and home study furniture ▲ growing interest in home entertainment furniture.
This result is analyzed to be influenced by the expansion of home economy consumption due to the prolonged COVID-19 pandemic, affecting Il룸's popular product categories and sales methods. The term "home economy" combines Home and Economy, referring to all economic activities conducted at home. The meaning of home has shifted from merely a living space to a place for leisure and consumption activities, and recently, it has expanded its role to accommodate activities such as work and study that were previously done outside the home, greatly increasing the demand for the home economy.
◇In the Untact Era, Furniture Shopping Online is Also Possible
Il룸's online sales in the first half of 2020 grew by 44% compared to the same period last year. Generally, furniture products tend to be purchased after checking the actual items in stores, but with the recent development of online platforms and the increase in untact consumption due to COVID-19, the proportion of online sales has increased. Accordingly, Il룸 recently revealed its best-selling products on its online mall for the first half of the year. In the student room category, the 'Linky Plus Smart Desk' and 'Roy Desk Set' were popular; in the living category, the 'Cushino Family Bed' and 'Lema Cafe Cabinet' were favored; and in the pet category, the 'Castanets Bookshelf Cat Tower' and 'Desk Step Desk Set' received much love from consumers.
To enhance the convenience of online shopping, Il룸 also offers a 'Space Proposal Service' within its official shopping mall. Il룸's 'Space Proposal Service' allows customers to freely arrange Il룸 products on their desired floor plans. Before purchasing, customers can simulate the space with the products in a virtual 3D environment and understand the size through product placement, reducing the possibility of ordering errors from online purchases.
◇Increase in Sales of Home Office and Home Study Furniture that Enhance Work and Study Efficiency
Due to the spread of remote work caused by COVID-19 and students starting online classes, the demand for study and student room furniture has increased. Il룸's home office and home study product sales in the first half of this year increased by 20% compared to last year. The most popular home office product in the first half of 2020 was 'Itakaneo,' and the home study product was 'Roy,' with sales growing by 15% and 40%, respectively.
Il룸's 'Itakaneo' is a multi-space series that covers everything from student rooms to studies. It is characterized by a design that fits well in any space and enhances concentration. Il룸's 'Roy' allows children from elementary to high school to freely select furniture units suitable for their age to create their own rooms. As a steady seller in Il룸's student room category, sales were steady during the usual new semester season from January to March, and from April to June, when students officially started school, sales exploded with an 82% increase compared to the same period last year.
◇Growing Interest in 'Home Entertainment' Furniture that Enables Perfect Hobbies at Home
As time spent at home increases compared to usual, home spaces are transforming into various forms such as 'home cafes,' 'home cinemas,' and 'home libraries.' As consumers' interest in 'my own interior,' reflecting personal tastes and lifestyles, increases, related furniture products are also gaining popularity.
The most popular home entertainment furniture products were Il룸's 'Dana Motion Bed' and 'Lema.' The Dana Motion Bed functions not only as a bed but can also be used as a desk and sofa, allowing it to transform into various spaces such as home offices and home cinemas. Released in December last year, sales of the Dana Motion Bed significantly increased starting from the end of February when COVID-19 began to spread in earnest. Sales from March to May grew about 70% compared to the three months from December last year to February this year. Il룸's Lema is a home cafe series that can create a cafe atmosphere inside the home. This product showed a 40% growth rate compared to the same period last year during the first half of this year.
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