HiMade PB Refrigerator
245L Compact Capacity at '299,000 Won' Cost-Effective Price
Initial 3,000 Units Sold Out... Switched to Pre-Order Sales
"One-Third of Buyers Are New Customers"
Lotte Hi-Mart's private brand (PB) 'Hi-Made' 200,000 KRW range compact refrigerator sold out its initial stock by emphasizing cost-effectiveness.
Lotte Hi-Mart announced on the 19th that its PB product, the 'Hi-Made Single ONE Refrigerator,' recorded a complete sell-out of the initial 3,000 units within two weeks since sales began on the 1st.
The Single ONE refrigerator is currently being operated as a pre-order sale at Lotte Hi-Mart stores and online shopping malls, with plans to sequentially ship products starting from the last week of May upon purchase.
This product was launched by Lotte Hi-Mart after about a year of research and development (R&D) and testing, in line with the increasing number of single- and two-person households and consumer trends emphasizing cost-effectiveness and practicality. It was especially released at 299,000 KRW for customers seeking cost-effective products amid high inflation. This is the first time Lotte Hi-Mart has introduced a 200-liter class refrigerator in the 200,000 KRW range, priced about 20% lower compared to refrigerators of similar performance from other brands.
Additionally, it was manufactured with an energy efficiency rating of Grade 1 to reduce electricity costs, and uses an indirect cooling method to lower the possibility of frost formation. It is also equipped with a clean sterilization deodorizing filter for storing foods with strong odors such as kimchi. A cover is installed on the lower rear of the product to reduce the chance of dust entering inside and to minimize noise. Furthermore, it offers a 5-year free after-sales service (AS) extended warranty insurance benefit.
Lotte Hi-Mart plans to sequentially supply additional stock starting one week after the pre-order sales begin. The quantity arriving from June will be increased by about twice the current amount.
Park Byung-yong, Head of PB Strategy at Lotte Hi-Mart, said, "One-third of the 2030 customers who purchased the Single ONE refrigerator are new customers, which is significant as various customers have started to experience Lotte Hi-Mart's private brand products," adding, "We will prepare products without delay according to customer demand and actively reflect consumer trends in future PB products to be introduced."
Meanwhile, Lotte Hi-Mart plans to continuously introduce products that meet customer demand, starting with the success of this PB product. In particular, the second installment of the Hi-Made 'Single ONE' series, considering the characteristics of single- and two-person households, the core target of Lotte Hi-Mart PB, and market trends, is scheduled to be launched around July. Additionally, the PB renewal work that has been underway since last year is planned to be completed within this year.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
