Over 50% of MZ Generation Purchase Unique Home Appliances
"Securing Niche and Unique Appliances Considering Customer Demands"
[Asia Economy Reporter Kim Yuri] Lotte Home Shopping announced on the 22nd that it will conduct a limited sale of the wireless portable screens 'LG StanbyMe' and 'Samsung The Freestyle,' which have recently caused a 'sold-out frenzy.'
Lotte Home Shopping has introduced unique home appliances tailored to customer demands as the purchasing trend for home appliances shifts from 'cost-effectiveness' to 'gasimbi' (psychological satisfaction relative to price). In November last year, it was the first in the industry to launch the 'LG StanbyMe,' and the prepared stock of about 100 units sold out within 3 minutes. All three subsequent broadcasts also achieved sell-outs. The purchase ratio of the MZ generation (Millennials + Generation Z) was 52%, more than 10 times higher compared to general home appliance buyers. Accordingly, Lotte Home Shopping plans to quickly secure unique home appliance stocks targeting the MZ generation and continuously showcase them across all channels including TV, online, and mobile.
On the 1st of next month at 6:40 PM, the 'LG StanbyMe' will be offered at a reasonable price. Unlike conventional TVs, it features a moving stand with wheels, allowing it to be used while moving between spaces. It has a 27-inch screen that can rotate 90 degrees and can be operated by directly touching the screen. It has been recognized for its design excellence by winning all three of the world's top design awards: the American IDEA, German iF, and Red Dot Design Awards.
On the 23rd at 12 PM, Samsung Electronics' portable beam projector 'The Freestyle' will be available for pre-order in limited quantities on the internet shopping mall 'Lotte iMall.' Despite its high price in the 1 million KRW range, it has become a hot topic as it sold out immediately upon the start of pre-orders both domestically and overseas. It can adjust angles up to 180 degrees, allowing a maximum 100-inch screen to be projected on walls, ceilings, floors, or any space without restriction. Weighing only 830g, it is easy to carry. Lotte Home Shopping will provide all buyers with a genuine case worth 200,000 KRW and a one-year Tving Standard subscription worth 100,000 KRW as gifts.
Kang Jae-jun, head of the Food & Living Division at Lotte Home Shopping, said, "With the 'stay-at-home' trend due to COVID-19, the purchase of home appliances by the MZ generation has increased, shifting the home appliance trend from large appliances to unique home appliances emphasizing gasimbi. We plan to quickly secure niche and unique home appliance stocks considering the demands of the MZ generation and lead the industry by introducing them promptly."
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