Key Products Such as Paw Tissues and Pads Drive Growth
On July 31, KleanNara announced that the cumulative sales volume of its pet-specialized brand 'Popomong' has surged approximately 27 times compared to the previous year.
Popomong saw its sales volume in the year following July 2024 increase by about 27 times compared to the cumulative sales volume during its initial year after launch (from July 2023 to June 2024). The company analyzed that aggressive expansion of distribution channels and channel-specific product specialization strategies were the main factors behind this growth.
Popomong, launched in July 2023, initially focused on building trust in its products and directly observing customer responses by selling primarily through its own online mall. Following positive customer feedback, the brand expanded its distribution network to offline channels with nationwide reach, thereby increasing customer touchpoints. By entering Daiso and Emart Traders, Popomong improved accessibility for customers, and by being stocked at the pet specialty store Molly's, it strengthened its expertise and competitiveness as a pet brand.
Product planning tailored to the characteristics of each channel also contributed to the increase in sales volume. At warehouse discount store Traders, Popomong introduced large-capacity product lines, while at Daiso, it launched small packages emphasizing portability and value for money.
This strategy was reflected in the performance of the brand's flagship products. The main product, 'Popomong Paw Tissue for After Walks,' has recorded cumulative sales of over 100,000 units since entering Daiso. The two types of 'Popomong Paw Print Zero Pads,' made from 100% natural pulp, have also received positive reviews for their excellent absorbency. These products have maintained steady demand, particularly among repeat customers, with a 74% increase in sales over the past year.
Going forward, Popomong plans to further strengthen its online and offline distribution networks while expanding its brand presence and accelerating the growth of its life-care lineup. The brand recently opened its official Naver Brand Store and is running promotional discounts to expand customer touchpoints online. In August, Popomong will launch two new products: 'Mineral Air Deodorizer' and 'Static Zero Pet Towel,' and plans to introduce additional new lineups sequentially throughout the year.
A KleanNara representative stated, "We achieved meaningful growth within two years of launch thanks to a strategy that meticulously analyzed changes and needs in customer lifestyles, combined with KleanNara's accumulated technological expertise and quality competitiveness." The representative added, "We will continue to provide differentiated solutions that make the daily lives of pets cleaner and healthier, establishing ourselves as a trusted brand."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
