Baemin PB Brand "Baemin Easy" Gains Popularity
Sales Grow 33% Year-on-Year
Baedal Minjok's private brand (PB) products are gaining popularity. The so-called "value for money"-guaranteed quality at affordable prices-has spread by word of mouth. Baemin's strategy is to enhance its competitiveness in the quick commerce service market, where products are delivered immediately upon order, by leveraging these PB products.
According to Woowa Brothers, which operates Baemin, as of October this year, sales of Baemin's PB line "Baemin Easy" grew by 33% compared to the same period last year. Baemin Easy products, sold through Baemin's B Mart, include over 200 items such as fresh food, ready-to-eat meals, and daily necessities. Sales of "Grade 1A Milk" more than doubled, growing by over 200% compared to last year. "1++ Grade Korean Beef Soup Cut 120g" also became a hit product, ranking first in sales among new products this year by differentiating portion sizes.
Baemin launched its PB products in July 2022. The brand name combines "Baemin" with "Easy," reflecting the goal of reducing customer concerns. A Baemin representative said, "Our core value is to offer affordable prices and a great experience," adding, "It's not just about cheap PB products, but about creating value."
Baemin explained that, at the product planning stage, it considers and incorporates the "essence" that customers expect from a product. For example, in the case of Sundaeguk (Korean blood sausage soup), Baemin identified that customers expect generous portions of sundae, so it planned to include more sundae than any other similar product on the market. Baemin actively conveys this planning intent and key features through product names and design. One such PB product is "Baemin Easy: The Standard of Sundaeguk, with Spicy Broth and Plenty of Korean Pork Sundae-No Matter How Much You Eat, There's Always More Sundae." The company explained that customers have responded positively because the product's features are intuitive and the affordable price allows for a satisfying meal.
The "Convenient Udon Noodles Packaged for One Serving" also addresses customer needs by offering individually packaged udon noodles, making them easier to use and store, unlike other udon noodle products on the market that are packaged in bulk.
Baemin has recently expanded its fresh food lineup by launching products such as bean sprouts, tofu, mung bean sprouts, and Greek yogurt. For example, "Fresh GAP-Certified Bean Sprouts 500g" is sold at 990 won, demonstrating Baemin's plan to compete with high-quality, value-for-money products.
Baemin is focusing on PB products because it has become difficult to differentiate itself in the food delivery app market with food delivery alone. In this context, quick commerce has emerged as a key growth strategy for delivery apps. According to global market research firm Statista, the domestic quick commerce market is projected to grow from 4.4 trillion won this year to 5.9 trillion won by 2030. Competitor Coupang Eats has also entered this market by piloting its "Shopping" category, which delivers non-food products, across Seoul. An industry insider commented, "In the fiercely competitive delivery market, providing a good user experience outside of food delivery has become increasingly important," adding, "Baemin will continue to strengthen its PB product competitiveness."
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