Bibigo Wang Gyoja Tops 'JD.com'... CJ CheilJedang's Online Business in China Rapidly Growing

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[Asia Economy Reporter Choi Saeng-hye] CJ CheilJedang is strengthening its online business in China based on its unique product capabilities and achieving visible results.

CJ CheilJedang announced on the 1st that 'Bibigo Wang Gyoza' ranked first in market share in the dumpling and wonton category on JD.com, China's second-largest online retailer, with 31% in April and 33% in May. During the '618 event,' the largest online shopping festival in China held in June, sales of key products such as Bibigo Wang Gyoza, Bibigo soup dishes, and Hetbahn Cupbap increased more than sixfold compared to the previous year, indicating rapid growth in the online business.

This achievement accelerated after the establishment of the 'Online Business Team' at the Chinese subsidiary last year. As the distribution dominance in China rapidly shifted from offline to online, CJ CheilJedang created a dedicated online department to anticipate market trends and strengthen competitiveness. Additionally, since acquiring Jisangjwi in 2011, which currently holds the number one market share in the instant sauce (rice bowl sauce) category on Tmall, China's top online shopping mall, the company has shared information and accumulated capabilities.

Efforts to secure differentiated brand awareness unique to CJ CheilJedang also proved effective. In December last year, aligned with the Chinese food culture of enjoying dumplings during Dongzhi (Winter Solstice), the company held a 'Dongzhi Dumpling' event under the concept '大有不同' (Everything is Different) to highlight the special features of Bibigo Wang Gyoza. This year, through two 'Bibigo Brand Day' events, the company further ingrained the Korean representative brand 'Bibigo' in the minds of Chinese consumers.

Based on these efforts, sales in online channels grew 13 times within 18 months of actively entering the online business, expanding achievements not only with Bibigo Wang Gyoza but also with HMR products such as Bibigo soup dishes, Hetbahn Cupbap, and Tteokbokki.

CJ CheilJedang plans to continue strengthening its competitiveness in online channels centered on Bibigo Wang Gyoza. Dumplings are a staple food regularly consumed by Chinese people, with consumption steadily increasing, but the entry barrier remains high as the top three companies in China hold 70-80% market share.

Accordingly, CJ CheilJedang plans to broaden consumer choices based on differentiated and localized product competitiveness and continue various products and promotions to target the growing Chinese HMR market.

Kang Jun-seok, head of CJ CheilJedang's Food China team, said, "Chinese consumers are increasingly choosing products based on quality rather than price, so we expect many opportunities in the future," adding, "We will continue to enhance brand experience both online and offline and strive to set new standards in the Chinese frozen food market through differentiated products."