"Accurate Programming for Surprise Cold Wave and With-Corona Preparation"
Records such as Over 2 Million Orders and 25% Increase in Ordering Customers
[Asia Economy Reporter Kim Yuri] Lotte Homeshopping announced on the 26th that the 'Korea Gwangclick Festival' held for 11 days from the 14th recorded 2 million orders. Demand surged in product categories such as fashion, beauty, and overseas travel, and polarized consumption focused on luxury goods and precious metals was observed.
'Korea Gwangclick Festival' is a mega shopping event held by Lotte Homeshopping since October last year, now in its third edition this year. It provided 11 billion KRW in shopping support funds and discount products worth a total of 500 billion KRW. This year, the virtual model 'Lucy' was selected as the promotional model, successfully attracting early attention. The event was held for 11 days from the 14th to the 24th, resulting in approximately 2 million cumulative orders. The number of ordering customers also increased by 25% compared to this year's average. On the first day of the event, online ordering customers increased by about 65% year-on-year through time-limited deals such as 'Gwangclick Flash' featuring the latest trend products and benefits.
Analysis of purchasing customer data during the event period showed that demand was concentrated on outings and travel in preparation for 'step-by-step daily recovery (With Corona)'. Fashion, beauty, and travel products grew sharply by more than 50% on average compared to the same period last year. In particular, anticipating the 'surprise cold wave,' outerwear was intensively programmed, and sales of coats and padded jackets (based on order amount) increased by more than 50% compared to the previous year. Exclusive fashion brands such as 'LBL Cashmere Coat' and 'Paul & Joe Goose Down' focused on winter outerwear, recording over 20 billion KRW in order amounts during the event. Sportswear also increased by more than 80%, and the 'Golfzon Startup Seminar' broadcast achieved about 6 billion KRW in sales on the day.
Beauty products grew by more than 70% compared to the previous year. Travel products resumed overseas travel packages after three months since July, featuring destinations such as Turkey and Spain, recording 1,000 pre-broadcast notifications and about 30,000 reservations.
The polarization of consumption focusing on high-priced products such as precious metals and luxury goods continued due to the prolonged COVID-19 pandemic. During the event, more than 5,000 sets of '18K Natural Diamond Rings' were sold, and sales of 'precious metals' more than doubled compared to the previous year. 'Luxury goods' such as 'Balenciaga sneakers' and 'Saint Laurent wallets' recorded sales exceeding 4 billion KRW. Time-limited deals on items like 'Herm?s watches' and 'Burberry outerwear' were also conducted via mobile, selling out in a short time.
Yoon Ji-hwan, Head of Marketing at Lotte Homeshopping, said, "We will continue to present differentiated shopping events through big data analysis of consumer trends."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
