Upgrading Awareness and Performance of Women-Owned Businesses
Promotion Strategy Training for 50 Outstanding Companies
Establishing a Win-Win Platform to Realize ESG
Women entrepreneurs participating in the Korea Women Entrepreneurs Association (KWEA)'s 'W-Digital Market Expansion Support Project' are achieving various successes such as increased sales and expanded exports.
This year, KWEA established the W-Digital Market Expansion Support Project to help women-owned businesses enter distribution channels like TV home shopping and mobile platforms. After providing market and marketing education to 500 companies, 50 outstanding companies were selected to receive support including △entry into TV home shopping △mobile live broadcasts △production of social media (SNS) advertising videos △pre-recorded home shopping videos. The companies developed promotion and sales strategies tailored to their product concepts through mentoring programs with experts in each field.
The women-owned company ‘Ains’ participated in this project and appeared on public home shopping broadcasts. Ains launched ‘Happy Mom’s Table Nutritious 8-Grain Rice,’ a rice product that does not require washing, catering to the culture of single-person households and dual-income families. They achieved 108% of their sales target, reaching 73 million KRW in sales. CEO Lee Jin-young has continued research to create high value-added processed foods using domestic agricultural products. Lee said, "I am committed to developing menus that meet diverse needs and taking responsibility for the healthy lives of the public." Ains recently signed contracts with Singapore and Australia and is preparing for exports. Since participating in the KWEA project, brand awareness has increased and performance has improved, with this year’s sales expected to grow 166% year-on-year to 2.5 billion KRW.
The ‘Family DAY Special Broadcast for Family Month,’ planned by KWEA in collaboration with the live broadcast platform Grip Company, recorded a total of 63,000 viewer ‘likes.’ Comedians Park Sung-kwang, Heo Anna, Kim In-seok, and Baek Bo-ram appeared on the broadcast to explain and demonstrate the meticulousness and excellence unique to women-owned products. Vegan cosmetics company ‘The Lotus’ showcased products containing Jeju lotus leaf extract, attracting consumer interest with ‘30,000 likes’ and ‘17,000 views.’ They are currently preparing promotional events at a famous online mall in Singapore to expand exports.
KWEA, together with Lotte Shopping, has been holding monthly briefings and exhibitions since May through the ‘LotteON Korea Women Entrepreneurs Excellent Products Exhibition.’ W-Rise, which received patent certification in the pedestrian posture correction sector, introduced functional spring shoes that protect joints such as ankles, knees, and spine at the exhibition. They achieved sales of 3.516 million KRW, a 451% increase compared to the previous month, and recorded a 95% product satisfaction rate.
KWEA plans to build and operate a win-win platform connecting 57,000 companies issued with women-owned business certificates, ultimately supporting the growth of 2.77 million women-owned businesses nationwide. Jung Yoon-sook, president of KWEA, said, "Based on the various market support projects we have promoted so far, next year we will accelerate efforts to realize ESG (environment, social, governance) for women-owned businesses through the establishment of a ‘Women Entrepreneurs Win-Win Platform.’"
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