Single-Person Household Kimchi Refrigerator on Home Shopping Sells Over 500 Units in 1 Hour

Lotte Hi-Mart announced on the 5th that its private brand (PB) 'HIMADE Kimchi Refrigerator' sold about 530 units within one hour during the Lotte Home Shopping broadcast held on the 3rd. This product also recorded the highest home shopping viewership rating in the same time slot just 10 minutes after the broadcast started.

According to Hi-Mart, this figure exceeds the initial sales target of 500 units. The volume sold in one hour is about half of the average monthly sales (1,000 units) of the HIMADE Kimchi Refrigerator, which was launched in mid-September. In addition, the average number of orders was more than twice that of the kimchi refrigerator broadcast conducted by Lotte Home Shopping in November.

Lotte Hi-Mart's private brand (PB) 'HIMADE Kimchi Refrigerator' sold over 530 units within one hour during the Lotte Home Shopping broadcast on the 3rd. Photo by Lotte Hi-Mart

원본보기 아이콘

Hi-Mart explained that through this achievement, they confirmed the potential for home appliance PBs, which are relatively high-priced product groups, to grow into competitive products in the home shopping channel if the product quality is excellent.

The HIMADE Kimchi Refrigerator is a small-capacity product of about 150 liters targeting 1-2 person households, launched by Hi-Mart in September. It is a domestically produced product through a partner company with OEM (Original Equipment Manufacturer) experience for major manufacturers' kimchi refrigerators, and comes with six semi-transparent kimchi containers (10 liters each). It also provides a 5-year free after-sales service (AS) warranty at no additional cost when purchasing the product. In addition to the primary function of a kimchi refrigerator, it is designed to also function as a sub refrigerator and freezer.

Lotte Hi-Mart plans to continuously promote collaboration with Lotte Home Shopping starting with this achievement. They intend to expand collaboration categories such as seasonal appliances and kitchen appliances, and also consider cooperation in product planning and sourcing stages.

Park Byung-yong, Head of PB Strategy at Lotte Hi-Mart, said, "The HIMADE Kimchi Refrigerator is an optimal product not only for 1-2 person households storing small amounts of kimchi but also for customers who want to store various ingredients other than kimchi, and use it as a wine refrigerator or freezer when not storing kimchi." He added, "We plan to continue introducing various differentiated PB products unique to Lotte Hi-Mart, so we ask for your great interest."

Meanwhile, Hi-Mart has been launching lifestyle-oriented PB home appliances this year. The 'Single One Refrigerator,' released in May, sold out its initial stock of 3,000 units within two weeks of launch, and the 'Single One UV Sterilization Station Vacuum Cleaner,' released in August, sold out its initial stock of 2,000 units in about a month. These products each ranked first in sales within Hi-Mart's refrigerator and station vacuum cleaner product lines, respectively.

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.