"Autumn Cold Wave Effect" Lotte Home Shopping Sees Surge in Orders During 'Korea Gwangcle Festival'

Lotte Homeshopping announced on the 21st that its shopping event "Korea Gwangcle Festival," the largest in the industry, which started on the 14th, surpassed 1.1 million orders in just five days, achieving early success.

Order Volume Surpasses 1.1 Million Within 5 Days of Event
Mobile Users Increase by 30% Compared to Average

[Asia Economy Reporter Kim Yuri] Lotte Homeshopping announced on the 21st that the shopping event 'Korea Gwangcle Festival,' the largest in the industry, which started on the 14th, has surpassed 1.1 million orders within just 5 days, achieving early success.

Now in its third edition, the 'Gwangcle Festival' is a massive shopping event offering a total of 11 billion KRW in shopping support funds and showcasing discount products worth 500 billion KRW. During the 5-day event (14th to 18th), the number of orders exceeded 1.1 million. The number of mobile users and average dwell time also increased by more than 30% compared to the average month. New customers grew by about 30% during the event period, and app downloads more than doubled.

While the previous Gwangcle Festival saw high demand for food and home appliances due to COVID-19, this time demand concentrated on fashion and travel products influenced by the 'autumn cold wave' starting on the day of the event and the imminent 'With Corona' phase. The company stated, "Time-limited specials targeting the MZ generation (Millennials + Generation Z) sold out early every day," adding, "The promotional video featuring the virtual model 'Lucy,' reflecting metaverse trends, recorded 2 million views, effectively expanding the customer base."

Time-limited specials included products like 'Stand by Me,' 'Balenciaga Speedrunner Sneakers,' and 'Apple Watch,' with prepared stock selling out quickly. TV broadcasts focused on winter season clothing with 'Outerwear Specials,' featuring exclusive fashion brands such as 'LBL,' 'Laurel,' 'Paul & Joe,' and 'Malo,' each selling about 30,000 sets per broadcast. Cold-weather items like 'Boyro Electric Blanket,' 'Bearpaw Boots,' and 'Jeep Down Jackets' were also popular, selling about 20,000 sets per broadcast. On the 17th, travel package sales broadcasts for Turkey and Spain, held twice, recorded approximately 30,000 cumulative orders and 6.5 billion KRW in sales. Additionally, on mobile TV 'ELive,' discounted items such as 'Herm?s Tableware,' 'Herm?s Watches,' and 'Gucci Shoulder Bags' attracted attention.

The event continues until the 24th. From the 21st, through the 'Gwangcle Flash' time-limited specials, products like 'Dyson Airwrap,' 'Nike Daybreak Sneakers,' and 'Burberry Outerwear' are offered at discounted prices. TV broadcasts have exclusively secured Amorepacific's luxury brand 'Sulwhasoo' to showcase limited edition new products, and the sheepskin boot specialist brand 'UGG' will launch its signature products for the first time in the industry. Famous home appliance brands such as 'Dyson' and 'Electrolux' are also participating with special Gwangcle Festival offers. On the 24th at 9:30 PM, the fashion program 'EL Show' will feature exclusive winter season key products like 'Paul & Joe Hungarian Goose Coat' and special offers on 'Herm?s Perfume.'

Yoon Jihwan, Head of Marketing at Lotte Homeshopping, said, "The 'Korea Gwangcle Festival,' Lotte Homeshopping's flagship shopping event, is receiving positive responses from customers from the early stages, following last season." He added, "We plan to successfully conclude this event focused on the latest trends and premium products and to grow 'Gwangcle Festival' into a representative regular domestic shopping event comparable to Black Friday."