[Marketing Secret] "Turning a Hobby into Tens of Billions in Sales"... Children's Clothing Brand 'Mamang Baby'

Hong Seonghee, CEO of Mamang Baby
'Anorak Top and Bottom Set' Sales Reach 1,200 Units
Cafe24 Marketing Center Promotion Coaching
Effective in Attracting New Customers on Instagram

"In the first year after opening, sales were just a few million won, but recently sales have reached several billion won. It started as a shopping mall based on a hobby, and the results have exceeded my expectations."

Hong Seonghee, CEO of Mamang Baby, said in an interview with Asia Economy on the 15th, "During difficult times, boldly making investments proved to be effective."

Hong Seong-hee, CEO of Mamang Baby
[Photo by Cafe24]

Mamang Baby is a well-known children's clothing brand among 'yukamoms' raising children. The representative product, the 'Anorak Top and Bottom Set' series, has currently sold over 1,200 units. CEO Hong devoted herself to childcare after experiencing marriage and childbirth while working at a hospital for a long time. During this time, she often dressed her child in pretty clothes and shared photos on social networking services (SNS). She leveraged this hobby to start her business. At first, sales did not increase in proportion to the money and time invested, causing much concern, but during this period, she followed her husband's advice not to hold back on investment and expanded the scale.

CEO Hong said, "In the early days of starting the business, sales did not increase, so I operated with the mindset of enduring for just one year. At times like this, my husband's advice to not fear losses and to invest boldly became the turning point for growth. At that time, I hired employees and expanded the business, and now sales have reached several billion won, growing so much that it cannot be compared to the first year after opening."

In July 2020, Mamang Baby met Cafe24 Marketing Center and began to grow in earnest. Following Cafe24's advice, they have been focusing on marketing using the official Instagram account. They actively upload new products to the Instagram account and prepare advertisements in advance for peak seasons such as Lunar New Year, Chuseok, and Christmas, aggressively promoting ads on SNS. At the same time, they link their own mall products through Instagram 'Shops' to attract new customers. Currently, Mamang Baby's Instagram followers number in the tens of thousands.

CEO Hong explained, "Usually, marketing agencies are difficult to communicate with beyond the requested tasks, but Cafe24 helped by specifically explaining which products to promote and how, which was helpful. It was also good that they explained in detail what we lacked compared to leading shopping malls in the same industry and what we are doing well, providing meticulous coaching."

Mamang Baby plans to continue expanding its business, including opening a junior brand. They are also considering selling private brand (PB) products. CEO Hong emphasized, "We plan to further improve fabric quality so that customers can trust the brand's quality and place orders. In addition to the main products currently sold, which are infant clothing, we are considering expanding into kids and junior fashion sectors."