Lotte Mart's "Tongkeun Chicken" Launches at 5,000 Won Range
Emart Counters with "Amazing Perfect Chicken" at 3,480 Won
Homeplus Joins the Fray with "Dangdang Chicken" at 3,990 Won
The major discount store industry has reignited its "ultra-low price marketing" competition. After Lotte Mart introduced chicken priced in the 5,000 won range, Emart and Homeplus joined the fray by offering chicken in the 3,000 won range. As grocery and dining-out costs continue to rise daily, price-sensitive consumers are turning their attention to high-value products.
According to the retail industry on July 3, Lotte Mart received an enthusiastic response when it launched "Tongkeun Chicken" during its "Tongkeun Sale" from June 26 to 30. This product, offered at the same price as 15 years ago, proved so popular that the daily supply of 15,000 chickens sold out by the morning. Over the course of a week, 100,000 Tongkeun Chickens were sold, and Lotte Mart's total sales during the sale period increased by about 15% compared to the same period last year.
Riding the popularity of its ultra-low-priced chicken, Lotte Mart will enter the second week of its "Tongkeun Sale" from July 3 to 9. Freshwater eel, a popular summer health food, will be sold at a 50% discount for 3,745 won per 100g, and imported pork belly will be offered at 952 won per 100g. Other special deals include peaches (5,990 won per pack), abalone (3,500 won per special size), cherries (9,990 won per 650g), and gold kiwifruit (11,990 won per box).
The price competition sparked by Lotte Mart has drawn Emart and Homeplus into the battle. Emart will sell its "Amazing Perfect Chicken" for 3,480 won per chicken during the "Goraeit Festa Cool Summer Sale" from July 4 to 6, marking the lowest price since the product's launch. In addition, imported pork belly will be sold for 890 won per 100g, and seasonal watermelons will be offered at a 50% discount for one day. An Emart representative emphasized, "If competitors in the offline sector respond with price cuts during the Goraeit Festa period, Emart will also respond aggressively."
Homeplus, marking the third anniversary of its "Dangdang Chicken" launch, will sell "Dangdang 3990 Old-Fashioned Whole Chicken" for 3,990 won from July 3 to 6. Pork belly will be available at 1,245 won per 100g for domestic and 890 won per 100g for Canadian. Seasonal fruits such as cherries, peaches, and blueberries will be offered at a 50% discount.
Ultra-low price marketing by major discount stores began in the early 2010s and became a representative promotional strategy in the industry for some time. In particular, the price war centered on everyday foods like chicken continued until 2015, quieted down after the COVID-19 pandemic, and has recently resurfaced.
The reason discount stores are once again betting everything on ultra-low price marketing is to respond to three major challenges: high inflation, sluggish domestic demand, and the expansion of the e-commerce market. Persistently high inflation has pushed consumer-perceived prices to a critical point, making consumers even more price-sensitive. As online platforms such as Coupang have grown rapidly, the position of offline retail has weakened. In response, discount stores are putting products with high consumer sensitivity at the forefront to attract foot traffic and are strengthening strategies to increase average transaction value through linked purchases.
An industry insider explained, "As recent price increases and product price hikes continue, consumers have become much more sensitive to prices," adding, "Major discount stores have no choice but to compete by selling key food products such as chicken at ultra-low prices to win over consumers."
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