Increase in Consumers Staying Home Due to Long Monsoon
Swift Product Lineup Changes Hit the Mark
Sales Rise in Home Appliances and Airtight Containers
[Asia Economy Reporter Seungjin Lee] The home shopping industry, which recorded strong performance in the first and second quarters of this year due to the spread of non-face-to-face consumption culture, is expected to maintain favorable results in the third quarter as well. Despite the traditional off-season summer period, home shopping sales have increased as people spend more time at home due to the prolonged rainy season.
According to the home shopping industry on the 7th, from the 27th of last month to the 3rd, when heavy rain fell nationwide, Hyundai Home Shopping's transaction amount increased by 24% compared to the same period last year. GS Shop and CJ ENM O Shopping division (CJ O Shopping) also grew by 10% and 12%, respectively. Lotte Home Shopping saw a 20% increase in total order quantity compared to last year. The transaction amount of Shinsegae TV Shopping, a T-commerce company, surged by 157%.
It is analyzed that the quick response to weather changes and changes in product programming were effective. Home shopping companies focused their broadcasts on selling humidifiers, dehumidifiers, and household goods instead of summer representative products like sunglasses and dresses.
Hyundai Home Shopping increased the programming of dryers and air conditioners by 10% compared to last year. Samsung dryers sold on the 1st recorded broadcast sales of 1.1 billion KRW, achieving more than double the sales target. Also, the Winix dehumidifier sold by CJ O Shopping on the 31st of last month received orders more than three times the target within 32 minutes of the broadcast start.
Sealed containers also sold like hotcakes. Sales of sealed container products sold by Shinsegae TV Shopping during the rainy season increased by 131% compared to the same period last year. This was due to the surge in customer demand to keep food fresh as humid weather continued.
Lotte Home Shopping, facing sluggish summer fashion sales due to the prolonged rainy season, quickly started selling new autumn products and saw positive effects. Additionally, an unusual phenomenon occurred where 8,000 consultations flooded the first broadcast of vehicle rental product sales, as the number of male customers watching TV at home increased due to the rainy season, causing a surge in related inquiries.
A home shopping industry official explained, "A typhoon is forecasted for September, so the impact of weather on sales increase is expected to continue."
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