HiteJinro's 'Chamisul' and 'Fruit Liqueur' Achieve Huge Sales Success in China

[Asia Economy Reporter Choi Saehye] ‘Chamisul’ and ‘Fruit Liqueur’ soju are driving performance improvements and experiencing a revival in the Chinese liquor market.

HiteJinro announced on the 6th that its soju exports (Chamisul and Fruit Liqueur) to the Chinese market in the first half of this year significantly improved, growing 58% compared to the same period last year.

Last year, soju sales grew 33% compared to the previous year, and in 2018, they recorded a high growth rate of 27% year-on-year. Continuing this upward trend, sales of over 25 million bottles are expected this year.

HiteJinro’s Fruit Liqueur sales in China have grown at an average annual rate of 98.6% over four years from 2016 to last year. In particular, the sales proportion of Fruit Liqueur increased from 6% in 2016 to 36% last year, gaining popularity and becoming a key export driver.

The four types of Fruit Liqueur launched by HiteJinro in China from 2016 to last year (Grapefruit Aiseul, Green Grape Aiseul, Plum Aiseul, and Strawberry Aiseul) succeeded due to their product differentiation as ‘delicious alcoholic beverages with fruit flavors’ that meet the demands of consumers in their 20s and 30s. Additionally, efforts to pioneer the local market over the past 20 years, along with the Korean Wave and activities to raise brand awareness, have been effective.

HiteJinro is expanding both online and offline markets to target local consumers. Through continuous offline market development, Chamisul and Fruit Liqueur are currently sold in more than 33,000 supermarkets and convenience stores across China. Especially taking advantage of China’s online alcohol sales capabilities, they have developed online e-commerce sales channels such as ‘Alibaba’ and ‘JD.com.’ Over the past three years, they have recorded an average annual growth rate of 71%, with sales expected to exceed 3 million bottles this year.

Moreover, active brand promotion activities are underway on Weibo, China’s representative social networking service (SNS), featuring IU, the Chamisul model who is also well-known in the Chinese market.

Hwang Jeong-ho, Executive Director of HiteJinro’s Overseas Business Division, stated, “Thanks to the appropriate alcohol content and harmonious, sweet taste of Fruit Liqueur, overseas consumers’ preference is gradually increasing. We plan to continue active promotions and sales activities to boost sales. We will continuously develop products tailored to the younger generation’s demand and pursue localized strategies.”

Meanwhile, HiteJinro is focusing its overseas sales efforts on its flagship product Chamisul and Fruit Liqueur as export strategy products. Currently, Fruit Liqueur is exported to over 50 countries. Starting with Grapefruit Aiseul and Green Grape Aiseul in 2016, Plum Aiseul was launched in 2018, and Strawberry Aiseul in 2019, diversifying the portfolio.