"Seoul Gangnam 'Color Cosmetics', Gangbuk 'Health Foods' Received Faster"
[Asia Economy Reporter Yuri Kim] The fiercest battleground for 'quick commerce' has emerged as Gangnam, Seoul.
CJ Olive Young announced on the 20th the results of an analysis of 'One Day Dream' orders in the Seoul area last year. The top five regions with the highest order volumes were ▲Gangnam-gu ▲Gwanak-gu ▲Songpa-gu ▲Mapo-gu ▲Seocho-gu. Among the top five regions, three were part of the 'Gangnam 3 Districts'?Gangnam, Songpa, and Seocho. Due to the characteristics of these areas, which are sensitive to changes and have many single-person or two-person households, the demand for immediate delivery was also high.
Based on order amount, the product category with the highest orders across Seoul was basic cosmetics. Basic cosmetics accounted for 42.5% of the total order amount, followed by color cosmetics and hair products. When comparing the average order amount by product category in Seoul with the proportion of orders by region, distinct regional differences were observed. In the Gangnam 3 Districts, the proportion of color cosmetics was 18.9%, significantly exceeding the Seoul average of 17.8%, whereas in the Gangbuk 3 Districts (Jung-gu, Jongno-gu, Seodaemun-gu), the proportion of health supplements was higher than the Seoul average. Since the Gangbuk 3 Districts are relatively office-dense areas, it was analyzed that there was a high demand from office workers who wanted to quickly receive and consume health supplements such as vitamins and probiotics at their workplaces.
Differences were also seen in ordered products. The most ordered product for 'One Day Dream' in both the Gangnam 3 Districts and Gangbuk 3 Districts was the basic cosmetic 'Gahi Multi Balm.' The second most ordered product was 'Clio Sharp So Simple Waterproof Pencil Liner (color cosmetics)' in the Gangnam 3 Districts, and 'Orthomol Immune Multivitamin & Mineral (health supplements)' in the Gangbuk 3 Districts.
An Olive Young official stated, "Based on the analysis of customer purchase data such as order frequency and product differences by region, we will strengthen 'One Day Dream' to secure a solid advantage in the quick commerce competition," adding, "Currently, we have expanded omnichannel services including immediate delivery, pickup, and smart returns, and we plan to introduce new services within the year to respond to rapidly changing customer demands."
'One Day Dream' is the industry's first immediate delivery service within three hours, launched by Olive Young in 2018. It is a service where products purchased through the online mall and mobile application (app) are packaged and delivered from stores near the delivery address, leveraging a nationwide store network to shorten delivery times. Last year, 'One Day Dream' orders in the Seoul area exceeded one million.
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