Sales Exceed 2.4 Billion KRW from January to August This Year
Big Data Analysis in the Same Industry... Solving Issues in Product, Advertising, and Delivery
[Asia Economy Reporter Lim Chun-han] "During the first few months, the losses were so severe compared to the investment cost and time that I wondered if I should quit the business. By using professional big data-based marketing services daily, I was able to increase sales."
Hong Seong-hee, CEO of the children's clothing shopping mall ‘Mamang Baby,’ cited big data marketing as the key to success. Mamang Baby’s sales were only 6 million KRW in the first three months after its opening in 2018, but sales from January to August this year exceeded 2.4 billion KRW. Especially after meeting with the marketing center of the global e-commerce platform Cafe24 in July last year, the shopping mall’s performance grew rapidly, with sales in the first half of this year increasing by more than 300% compared to the same period last year.
The Cafe24 Marketing Center collects and analyzes vast amounts of big data from similar industry shopping malls through various channels such as its own monitoring system and SERA (a big data analysis service that tracks shopping mall visitors’ behavior patterns in real time). Through this, it solves concerns related to advertising, purchasing, refund rates, and delivery by predicting which products will be popular in certain periods or industries and how to advertise efficiently on which channels.
Last fall season, Mamang Baby received a suggestion to update the shopping mall mainly with product groups such as baby suits (bodysuits) and sweatshirts (T-shirts), based on the analysis that these products were gaining attention in the children’s clothing industry. CEO Hong said, "I managed the shopping mall by communicating daily with the marketing center staff and immediately finding another strategy if the promotional effect declined."
They were also recommended a strategy that creates synergy effects on advertising performance and shopping mall sales by actively updating posts such as new products on the official Instagram account. Following the advice, CEO Hong consistently uploads photos of new products on Instagram while linking the company’s products to the shopping mall through ‘Instagram Shops’ to attract customers. Currently, Mamang Baby’s Instagram followers number about 69,000, and the number of shopping mall visitors in the first half of this year increased more than threefold compared to the same period last year.
Mamang Baby is steadily growing with core products such as indoor wear, school outfits sets, and leggings that children always need. CEO Hong pursues a modern and simple concept that does not get tiresome even when worn frequently and can be worn anywhere, rather than following fleeting trends.
CEO Hong said, "The family look released last year received a good response, and we are currently planning related new products," adding, "We plan to gradually expand the range of products sold to include kids and family lines in the future." She also expressed her ambition, saying, "Since many inquiries from overseas customers come through Instagram, I would like to open an overseas mall someday."
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