Cumulative Results from September 2021 to June This Year
96% of Sales Generated Outside Goheung
Popularity and Excellence of Goheung's Agricultural and Seafood Specialties Confirmed
Goheung County in South Jeolla Province (Governor Gong Youngmin) announced that its self-operated agricultural and seafood specialty online shopping mall, "Goheung Mall," has achieved record-breaking cumulative sales of 9 billion KRW from September 2021 to June this year.
Notably, 96% of total sales were generated from outside the county, demonstrating both the excellence and popularity of Goheung's agricultural and seafood specialties. This also confirmed that Goheung Mall serves as a value realization model in which farmers can focus solely on production while the administration takes responsibility for sales.
Goheung County is one of the few local governments nationwide to operate an online shopping mall directly. The county leads the entire process, from producer management and product planning to promotion, marketing, and customer service. This system has been recognized as a successful example of operating a highly reliable shopping mall that provides tangible benefits to both producers and consumers.
In the first half of this year, a total of more than 30 special and themed promotional events were held. Major events included seasonal themed promotions such as the Valentine’s Day Couple Event, Arbor Day Seedling Discount Event, International Firefighters’ Day, and World Environment Day, as well as seasonal product events like Sunday Ssanday Ssaldai, Pagopago Onion Early Bird Discount Event, Peach Mot-hal Event, and Tosiltosil Premium Plum Event.
In particular, event-driven sales strategies tailored to product characteristics and consumer demand effectively encouraged consumer purchases.
The best-selling product, Goheung rice, recorded 4,997 transactions and generated approximately 250 million KRW in sales. In addition, Goheung’s specialty Geogeumdo onions saw 25,671 transactions and 220 million KRW in sales, while Goheung peaches recorded 13,910 transactions and 130 million KRW in sales, all showing significant increases.
The rise in Goheung Mall’s sales was also supported by a diversification strategy linking with more than 24 external online malls, including W Shopping, GS Home Shopping, Shinsegae TV Shopping, Toss Shopping, Auction, Ali, and 11st. This strategy improved shopping accessibility, led to the acquisition of new customers, and increased repeat purchase rates, playing a major role in boosting sales.
The total number of Goheung Mall members stands at 45,823, with new memberships this year increasing by 662% compared to the same period last year. This is attributed to the combined effect of promotional events, social network service (SNS) marketing, and discount coupons, among other digital marketing strategies.
Additionally, to further attract members from outside the county, marketing efforts have been strengthened. The county is actively conducting various membership drives, including directly promoting Goheung agricultural and seafood products at events and festivals in Seoul, the capital region, and across the country.
An official from Goheung County stated, "Goheung Mall, as an administration-led online direct transaction platform, has established a stable distribution network and contributed to expanding sales channels centered on producers. We will continue to strengthen the integrated platform functions covering distribution, sales, and promotion to provide tangible benefits for increasing the income of farmers and fishers."
Meanwhile, Goheung Mall is planning numerous promotions, including the sale of Goheung’s new rice and a Chuseok holiday special event, and aims to continue developing itself as the region’s leading distribution brand.
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