Growing Infant Products Market... "The Key Strategy is Premiumization"

Cafe24-Based Own Mall Achieves Annual Average Growth of 18.4%

Goosket, Kkumbi, Pomonde, company-owned malls based on Cafe24.

[Asia Economy Reporter Lim Chun-han] Recently, as the ‘Ten Pocket’ culture?where parents, grandparents, and relatives all open their wallets for one child?spreads, the childcare products market continues to grow steadily.

According to global e-commerce platform Cafe24 on the 22nd, the transaction volume of self-operated malls based on their own platform in the infant products sector has shown an average annual growth rate of about 18.4% over the past two years.

Infant product brands have identified ‘premiumization’ as their core strategy. To this end, Gooseket operates its own factory that produces only its products and participates directly in the manufacturing process two to three times a week or more to test and verify fabrics, safety conditions, and product quality firsthand. Kkumbee releases products only after undergoing rigorous verification through domestic and international certification bodies. Pomonde runs an in-house design and research department focusing on product premiumization.

This year, Instagram is expected to be a key battleground among online businesses. Recently, consumers tend to communicate directly through various reviews, live broadcasts, and social networking service (SNS) posts rather than deciding purchases solely by viewing detailed pages on shopping malls. Gooseket, Kkumbee, and Pomonde all build their own malls based on Cafe24 and use the ‘Instagram Shops’ feature to link and display their products on their malls, employing this strategy to attract customers to their shopping sites.

Park Ira, CEO of Gooseket, said, “Instagram is a very good medium for sharing childcare-related information and concerns,” adding, “Besides the business aspect, we actively use it because we can hear customers’ voices up close.”