DeFound, Monthly Sales of 500 Million Won in One Year... "Communicating via SNS, Capturing Customers in Japan and China"

Data Analysis Results in the Same Industry
Instagram Inflow Rate 80%
Exposure Alongside Lifestyle

Hyeon-su Jo (left) and Eun-jeong Jeong, founders and CEOs

[Asia Economy Reporter Lim Chun-han] The lifestyle brand ‘Deufound’ has been doubling its sales every year and receiving positive responses from overseas customers in countries such as Japan and China. This achievement is the result of combining Deufound’s excellent product quality with the systematic sales strategies of the global e-commerce platform Cafe24 Marketing Center.

Deufound representatives Hyunsoo Jo and Eunjeong Jung explained, "In 2019, after analyzing data from the same industry for the first time and obtaining objective indicators, we were able to understand our brand’s current position and devise strategies. The conclusion at that time was to utilize Deufound’s strength in social networking service (SNS) channels more actively."

Data analysis showed that 80% of Deufound’s customer inflow came through Instagram, indicating its significant importance. Accordingly, they monitored the Instagram channel and analyzed customer responses by post type. It was found that customers enjoyed viewing and interacting with the two representatives’ lifestyles, and reflecting this characteristic, they began to maximize the use of personal Instagram images on the online shopping mall’s detailed pages. When producing advertising images, they also structured them in a magazine format to reveal the brand story.

Communication with customers through Instagram was also strengthened. Before product launches, information was shared in advance to raise expectations, and the number of notifications was increased to ensure customers did not miss discount opportunities. Events that customers could participate in, such as a celebration for reaching 100,000 followers, were also held. Customer inflow rapidly increased within two months of starting marketing, and sales rose accordingly. Ultimately, within less than a year, they achieved a record monthly sales of 500 million KRW. Sales in the first half of this year were driven by celebrity marketing. The day bag, known after being worn by Cha Jung-won, sold out immediately upon release, requiring two months of pre-orders. The biscuit bag, worn by Kang Min-kyung, is also a representative hit product.

Deufound is also accelerating its efforts to develop overseas markets such as Japan and China. Last year, they opened an offline showroom in Hannam-dong, Yongsan-gu. Initially, they operated a small office and showroom in Hapjeong-dong, Mapo, but expanded and relocated due to many overseas customers visiting. They opened English and Japanese websites and quickly responded to customers by partnering with a Japanese agency. They held pop-up stores in places like Daikanyama, Tokyo, and plan to promote the brand in Osaka and Nagoya in the future. In China, they are selling through online shopping malls like Taobao and live broadcasts. Each broadcast attracts an average of 50,000 to 60,000 viewers and has recorded sales in the hundreds of millions of KRW. Representative Jo said, "Deufound, which started with just an eco bag, has now expanded to cover lifestyle items and fashion. We plan to continue growing by closely communicating with domestic and international customers."