Launch of 'Nongbuui Kkot' Brand Selling Flowers via First Online Dawn Delivery in February 2020
Contributing to Floriculture Farmers' Revenue Preservation... Ensuring Stable Income through Year-Round Flower Sales
[Asia Economy Reporter Yuri Kim] Market Kurly announced on the 7th that Lee Jun-gyu, leader of the Agriculture and Fisheries Team, who was in charge of the relevant work, received the Minister of Agriculture, Food and Rural Affairs Commendation on behalf of the company in recognition of its contribution to the development of the horticulture industry.
Kurly explained, "Leader Lee Jun-gyu and MD Kim Shin-hee, who oversee the development and sales of agricultural and marine products, launched the 'Nongbu-ui Kkot' (Farmer's Flower) brand in February 2020, which was the first in the online industry to sell flowers linked with dawn delivery." They added, "'Nongbu-ui Kkot' is characterized by handling cut flowers rather than bouquets, and it was highly evaluated for improving the inefficiencies of the existing flower distribution market, which has many intermediate distribution stages." It was also recognized as a merit that it contributed to compensating sales during the COVID-19 pandemic starting in January 2020, when events such as graduation ceremonies, entrance ceremonies, and weddings, where flowers are gifted, were canceled, causing severe sales declines for flower farms.
Market Kurly's 'Nongbu-ui Kkot' was also highly praised for establishing flowers as products that can be purchased regularly rather than just event items. The regular sale of flowers allowed farms to apply reasonable pricing policies, which contributed to building a structure that secures stable sales throughout the year.
Within 75 days of launch, Market Kurly sold about 300,000 tulips and freesias, accounting for approximately 3-4% of the domestic flower market. Starting with freesias and tulips, Market Kurly sold a total of about 280 types of cut flowers, including cockscomb, small chrysanthemums, roses, calla lilies, and sunflowers, which cannot be handled by existing small flower shops. Market Kurly also applied its Saetbyeol Delivery system, which delivers agricultural products in optimal condition, to flower delivery. By delivering flowers in a fresher state through Saetbyeol Delivery, customer satisfaction was increased, drawing attention. Since the launch of 'Nongbu-ui Kkot,' more than 1.8 million flowers have been sold in 20 months, and last year, sales of flower products alone reached about 2.5 billion KRW.
Kurly CEO Kim Seul-ah also received a commendation plaque from Gangwon Province in recognition of her contribution to flower product sales. Gangwon Province is the region where the tulip farm that first joined Market Kurly's Nongbu-ui Kkot brand is located.
Leader Lee Jun-gyu of Kurly said, "Kurly has pursued sustainable distribution through a virtuous cycle structure created by producers, sellers, and consumers," adding, "The sale of flower products also started from this principle, and we will strive to list more flower products in the future to provide good sales channels to producers and offer products that bring comfort to customers' hearts."
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