'Sold Out 1.3 Million Won Air Buggy, the "Gaemocha-gye Benz"
Pet Product Sales Steadily Increasing in Distribution Industry
Outlets, Convenience Stores, and Franchises Strengthen "Pet Friendly" Policies
[Asia Economy Reporters Jeon Jinyoung and Moon Hyewon] As the number of ‘petfam’ families who consider their pets as family members increases, sales of pet strollers, commonly called ‘gaemocha,’ are also on the rise. Riding the growth of the pet supplies market, the distribution industry has launched pet-friendly stores, intensifying competition to attract petfam customers.
1.3 Million Won, 590,000 Won, 570,000 Won... Premium 'Gaemocha' Are Sold Out
According to the industry on the 28th, the Dome3 model of AirBuggy’s pet stroller priced at 1.29 million won has been sold out on the official website for several months. AirBuggy is called the ‘Mercedes-Benz of gaemocha’ among petfam families for its luxurious design and stable ride. Since the quantity imported from overseas brands is limited in Korea, customers have to wait several months after ordering. Because of this, petfam customers share tips to target pet fairs where AirBuggy booths are set up instead of ordering from the official website. The Tanto2 model from Piccolo Cane, priced at 570,000 won, is also sold out on some online shopping malls, and importers expect additional stock to be released after early July. For Lottie, known for its Fortuna model priced at 590,000 won, some models like Noblesse Dome S are sold out on the official website as well.
Rising Sales of Pet Supplies in Distribution Industry... Outlets Say "Shop with Your Dog"
Overall, sales of pet supplies in the distribution industry continue to show an upward trend. From the 1st to the 17th of this month, Lotte Department Store’s pet supplies sales doubled compared to the previous year, and Galleria, which opened a pet boutique in its luxury hall, saw an 11% increase in pet supplies sales during the same period.
Following this trend, outlets have created dedicated pet spaces to increase consumers’ shopping time. On the 9th, Lotte Department Store opened ‘Fran?ois Pet,’ a total pet care service brand, at its Ilsan branch. This space offers comprehensive services including dog kindergarten, grooming, hotel, and product sales. Last August, Lotte Department Store opened ‘Rookie Park,’ a pet park, at its Dongtan branch, which now attracts over 1,000 visitors monthly. The Premium Outlet Time Villas branch considered customers with dogs from the design stage, allowing dogs to walk freely in outdoor stores and installing pet stroller parking lots throughout the store.
Shinsegae Starfield Goyang branch provides strollers so customers can shop with their pets. The rooftop features a pet park and walking trails. In May, the Hanam branch opened ‘And Terrace,’ a pet-friendly caf? where customers can enjoy brunch with their dogs.
Hyundai Department Store transformed the B building of Hyundai Premium Outlet Space One into a dedicated pet zone. On the third-floor rooftop garden, it operates ‘Heundi House,’ the largest pet park in the industry. In 2021 alone, about 20,000 dogs visited Heundi House. On the first floor, the premium total pet care shop ‘Coco Square’ offers services such as pet kindergarten, swimming pool, spa, and hotel.
"Attracting Petfam" Convenience Stores Also Differentiate Pet Supplies
Convenience stores have also joined the effort to attract petfam customers. BGF Retail, owner of CU, exclusively sold a dog training program (priced at 4.99 million won) operated by the dog training company Bodeum Company last year. Sales steadily increased, with pet category sales growing 30.9% year-on-year from the 1st to the 17th of this month. GS25’s pet category sales also rose 38.4% during the same period. In August last year, GS25 launched a basic funeral kit including a farewell guidebook in collaboration with the pet funeral service company 21Gram. Seven Eleven differentiated itself by exclusively operating the pet snack brand ‘Patrasche,’ resulting in a 30% increase in pet category sales during the same period. Emart24 targeted petfam customers with low-priced and handmade snacks, achieving a 37% increase in related sales.
Franchises Also Go 'Pet Friendly'... Pet Parks and Dog Bread
Franchises have also aligned with pet-friendly trends. Starbucks created a pet park of about 330㎡ (100 pyeong) in the outdoor space of ‘The Bukhan River R Branch,’ which opened in January this year in Namyangju, Gyeonggi Province, where pets can use the area. Limited edition goods such as the ‘Family Bag Set’ and ‘Family Bowl Set,’ pet bags and bowls, were introduced and sold out on the first day of the store opening.
The Coffee Bean Dongdaemun Station branch, which converted to a pet-friendly store in October last year with an outdoor terrace, saw sales surge 18.8% compared to before. Coffee Bean operates 12 pet-friendly branches out of about 280 nationwide and plans to increase the number of pet-friendly stores.
SPC Group’s Paris Baguette opened ‘Pava DOG,’ a premium bakery for dogs, last month in Pangyo, Gyeonggi Province, targeting the region’s developed dog culture. They sell products made with ingredients good for dogs such as lactose-free milk, whole wheat, oatmeal, and beef.
As the population of pet owners continues to grow, the market is expected to remain strong. An industry official said, “Introducing pet-friendly content has become an essential element in the distribution industry. Since demand is steadily increasing, the industry is focusing on strengthening related stores.” According to the Korea Rural Economic Institute, the domestic pet market, which was worth 1.9 trillion won in 2015, grew to 3.4 trillion won in 2020 and is expected to expand to around 6 trillion won by 2027.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
