Emart sells whole fried chicken for 5,980 won from 18th to 24th
50-100 pieces quickly sold per store daily, gaining popularity
Homeplus's 6,990 won 'Dangdang Chicken' sells 5 pieces per minute
"Marts face challenge of differentiated content... 'Chicken game' participation expected to continue"
[Asia Economy Reporter Kim Yuri] Large discount stores have entered the 'ultra-low price chicken battle.' When Homeplus launched a regular chicken product available for 6,990 won, Emart responded with a chicken priced about 1,000 won cheaper at 5,980 won during the promotional period.
According to the distribution industry on the 20th, Emart will sell '(No. 9) Fried Chicken' at 5,980 won per whole chicken until the 24th. It is the same size raw chicken as the previously sold '5-minute Chicken,' but the price is 4,000 won cheaper than the 5-minute Chicken.
Emart's fried chicken uses starch to make the batter thin. By adding rice flour and more than 15 kinds of natural spices, the flavor is revived even after cooling by cooking it in an air fryer for 5 minutes. Emart said, "This product was developed to maintain the best taste considering customers who take a long time from purchase at the store to eating at home."
After launching the 5-minute Chicken at 9,980 won last month, Emart's deli chicken sales increased by 26% compared to the same month last year. From the 14th of last month for two weeks, the price was lowered by 3,000 won to 6,980 won. For the special chicken event, Emart prepared 60,000 chickens, which is 10,000 more than the monthly sales volume of the existing 5-minute Chicken. Fried chicken is sold twice a day in the afternoon, 50 to 100 chickens per store. To benefit more customers, only one chicken can be purchased per person.
Homeplus's 'Dangdang Chicken' fried chicken, introduced on June 30, is priced at 6,990 won. Targeting the high inflation era, it focuses on 'cost-effectiveness' and emphasizes that it uses domestically produced chilled chicken despite the low price. By lowering the purchase price through bulk buying and cooking directly in stores, it can be sold cheaply.
Dangdang Chicken was popular from the start, with the target quantity for 1 to 2 months sold out within a week. Over 320,000 chickens were sold by the 10th after the launch, averaging about 5 chickens sold per minute. From July 28 to August 3, the weekly search volume for the keyword 'chicken' on Homeplus online increased by 1,036% compared to the same period last month. On the hottest day of the summer, Malbok, the 15th, 5,000 Dangdang Chicken fried chickens were sold at a limited price of 5,990 won, 1,000 won cheaper than the usual price, drawing long lines at stores 1 to 2 hours before the event and gaining huge popularity. Homeplus is preparing to launch new products in the Dangdang Chicken series, fueled by the explosive customer response.
Riding this chicken craze in discount stores, Lotte Mart also attracted customers by offering 'New Hantong Gaaadeuk Chicken (Hantong Chicken)' 1.5 chickens at a 44% discount from the original price of 15,800 won to 8,800 won for one week starting from the 11th.
Industry insiders expect the price competition for chicken among large discount stores to continue for the time being. A distribution industry official said, "Large discount stores can sell cheaply and still make a profit because they use existing staff, facilities, and stores without additional labor or rental costs, and can purchase chickens in bulk. For discount stores, which face the big challenge of creating differentiated content that attracts consumers, they will make the most of the recent chicken craze in stores."
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