LG Energy Solution's New Overseas Strategy 'Wine Together'

[Asia Economy Reporter Park So-yeon] LG Energy Solution, a battery company spun off from LG Chem, has introduced a soft overseas marketing strategy in preparation for the 'post-COVID-19' era. They are strengthening customer-tailored marketing by naming initiatives such as department store VIP memberships and small gatherings.

According to industry sources on the 20th, LG Energy Solution has named its non-face-to-face meetings and conferences with domestic and international customers as 'Wine Together' and recently completed trademark registration. 'Wine Together' is a metaphorical expression meaning that although they cannot meet customers face-to-face due to COVID-19, they aim to build close relationships like a special membership group.

It also conveys the intention to communicate in a comfortable atmosphere despite the non-face-to-face meetings. An industry insider said, "Foreign customers often hold wine glasses in front of them during actual meetings to create a relaxed atmosphere," adding, "Since overseas business trips are difficult due to COVID-19 and video conferences are frequent, this small gathering-style marketing might help maintain relationships with overseas customers."

As the importance of non-face-to-face channels has emerged after COVID-19, there is an analysis that corporate overseas marketing is going beyond simple digitalization to branding. Companies are strengthening non-face-to-face marketing such as online technical seminars, exhibitions, and consultations to expand overseas markets even amid the COVID-19 situation.

In particular, efforts to differentiate marketing tailored to each company's characteristics and to prevent customer churn are in full swing. Hyosung Group recently introduced customer-tailored online seminars. These were conducted as customer-specific consultation activities for major clients such as fabric manufacturers and global apparel brands, providing the latest trends and fabric development methods. This year, they held webinars (web + seminar) in a non-face-to-face format to help customers who find it difficult to obtain the latest information on global fashion trends due to COVID-19, receiving a positive response.

SK Chemicals also held an online technical seminar last month targeting customers in the Americas and Europe. They provided technical support and brand promotion for overseas subsidiaries and agencies in the US and European regions.