11st Expands JBP from 39 to 70 Locations
Dyson Airwrap Sells Out 1,200 Units
eBay Showcases Xiaomi New Products First
Exclusive Product Launches and Unique Discounts for Differentiation
eBay Korea conducts a regular monthly 'Brand Showcase' promotion through a dedicated specialty section.
[Asia Economy Reporter Lim Chun-han] As large supermarkets differentiate themselves with private brand (PB) products, major e-commerce companies are focusing on exclusive product launches and exclusive discount events in collaboration with leading domestic and international companies. The trend is increasing for strategic collaborations such as creating differentiated products like bulk items or special sets not available from competitors and offering exclusive special prices.
◆ 11st to Increase Strategic Planning Products = According to the e-commerce industry on the 28th, 11st plans to expand its strategic business partnerships (JBP) from 39 brand companies last year to about 70 this year. Through this, they will strengthen exclusive new product pre-launches, exclusive discount promotions, expansion of live broadcast content, planning of gift-only products, and monthly 11th-day brand products.
11st’s exclusive product representative is the Dyson Airwrap Complete Refurbished product. This product, first introduced during last year’s 11th-day event, sold out all 1,200 units prepared for the event period. Currently, 11st is in discussions to make Dyson’s popular products ‘11st exclusive products.’
In the exclusive event held last month with Amorepacific, seven representative brands including Sulwhasoo, Primera, Hera, IOPE, Laneige, Mamonde, and Hanyul participated to sell key products at special prices. About 4 billion KRW worth of cosmetics were sold over nine days, setting a record for cosmetic events on 11st. 11st exclusively introduced Missha’s new products through ‘Live11’ with Able C&C, and plans to be the first to introduce Etude’s new products next month.
eBay Korea is also introducing new products first through JBPs with Xiaomi Smartwatch, UK luxury market Usimall, and others. They separately organize and sell eBay Korea exclusive planned products with Chong Kun Dang Health and run monthly showcase promotions by creating separate specialty stores for fashion brands like Lacoste and Giordano Junior. Last month, they signed a JBP with Philips Korea and exclusively sold three models of shavers.
◆ Overseas Brands Also "Only Sold Here" = Distribution giants such as Lotte and Shinsegae are also entering the exclusive product competition. SSG.com signed a JBP with Amorepacific on the 20th and agreed to jointly develop exclusive planning sets and hold large-scale promotions quarterly. Amorepacific content is scheduled monthly on the live commerce ‘SSG Live,’ and the beauty specialty store ‘Monday Moon’ will expand its experience group operations. In addition, they plan to promote comprehensive collaboration in terms of products, marketing, and services, including differentiated delivery services using SSG and dawn delivery.
Lotte ON has been selling fountain pen products using the official characters ‘Leoni’ and ‘Seolgi’ in collaboration with the German fountain pen brand ‘Lamy’ since June last year. With KGC CheongKwanJang, they produced vitamin C products with Lotte ON’s five characters designed on the packaging, and all quantities prepared as gift sets for Lunar New Year and Chuseok were sold out, gaining great popularity.
An industry insider said, "Launching exclusive products through partnerships with other brands has a positive effect such as attracting new customers and enhancing product competitiveness," adding, "We plan to continue active partnerships to introduce various exclusive products and provide a differentiated shopping experience."
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