Interview with Kim Haedong, Head of Sales Planning at eBay Korea
Big Smile Day in H1 from May 19 to 27
Strengthening Hybrid Events Amid COVID-19
Attention on Mega Brands like Samsung and LG Electronics
[Asia Economy Reporter Minyoung Cha] eBay Korea's Gmarket, Auction, and G9 are joining forces for the largest shopping festival of the year, 'Big Smile Day,' which will take place over nine days from the 19th to the 27th. As consumer sentiment, which had been subdued due to the novel coronavirus disease (COVID-19), is reviving, interest in the event is also high. We explored so-called 'money-saving shopping tips' to efficiently take advantage of the upcoming Big Smile Day with the help of Kim Haedong, Head of Sales Planning at eBay Korea.
◇ Below is a Q&A with Head Kim Haedong
- What is Big Smile Day?
▲ Through eBay Korea's operated sites Gmarket, Auction, and G9, the largest joint discount event is held twice a year, once in May (first half) and once in November (second half). This year’s first half event is scheduled to run for nine days from May 19 to 27. During this period, customers can purchase products from domestic and international big brands as well as sellers on eBay Korea’s three operated sites?Gmarket, Auction, and G9?under exceptional conditions. For reference, last November’s Big Smile Day featured about 10,000 participating stores, and a total of 25 million products were listed as discount items for the event.
- What is noteworthy about this Big Smile Day?
▲ Although social distancing has shifted to everyday distancing, the situation is still not completely safe. Therefore, we expect hybrid shopping?shopping online and picking up offline?to increase, so we have strengthened offline-linked events. Last November, e-coupons for products available at stores such as Dunkin’ Donuts, VIPS, Baskin Robbins, Megabox, and CGV received explosive responses. We are confident that the enhanced linked events will be even more successful. For example, the 'Megabox Seongsu Branch One-Day Package,' which bundled movie tickets and popcorn, sold out all 1,500 units within 10 minutes of launch, and the '35L Large Popcorn' giveaway event at CGV Yongsan I’Park Mall sold out all 100 units in about 20 minutes after opening.
- How significant are the discount benefits for this Big Smile Day?
▲ The discount rates vary by brand and store, so it is difficult to generalize. However, as the largest shopping festival held by eBay Korea, we pride ourselves on offering the highest level of discounts. Especially, if customers use discount coupons provided to all members and Smile Club members (a membership service), the benefits increase further. Some brands also offer coupons that can be combined for additional discounts.
- Besides using discount coupons, are there other shopping tips for Big Smile Day?
▲ The benefits provided to general eBay Korea members and Smile Club membership members differ greatly. By paying an annual fee of 30,000 KRW, Smile Club members immediately receive 35,000 KRW Smile Cash, which can be used like cash on Gmarket, Auction, and G9?making membership profitable just by signing up. Most importantly, upon joining, members receive additional Smile Club-exclusive discount coupons during Big Smile Day, on top of the coupons provided to all members. These exclusive coupons offer significantly higher discount rates and maximum discount amounts compared to those for general members.
- Are there any recommended brands?
▲ If you become a Smile Club member, it is worth focusing on products from major sponsorship brand companies partnered with eBay Korea during Big Smile Day. For reference, in last November’s Big Smile Day, major brands such as Samsung Electronics, LG Electronics, Dyson, Miele, Balmuda, HP, and Intel participated, operating 87 brand-specific hot deals that sold steady sellers with unprecedented benefits, attracting attention on various social networking services (SNS) and communities. Most deals open at midnight, so targeting popular items during evening or morning hours can also be a good strategy.
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