[사진 출처 = 인스타그램]While online shopping has become mainstream due to the prolonged novel coronavirus infection (COVID-19), if ‘retaliatory consumption’ is added, the central axis of the luxury market is also moving from offline to online. As a result, the luxury platform market is also fiercely competing.
According to the retail industry on the 27th, the representative luxury platforms that are emerging recently are Trenby, Balan, and Must It.
In response, the three luxury platform companies are releasing data that their transaction amount has grown significantly this month.
TrenB announced on the 1st that it had surpassed 100 million won in transaction value three months after the official opening of the Japanese website service. In addition, he added that sales and number of members grew 9 times and 3 times, respectively, in Japan alone.
Balan also announced on the 12th that as of October, the transaction amount recorded 46.1 billion won, “it ranked first in terms of transaction amount.”
Balan also released graphs containing various trends such as search terms, emphasizing that they are recording higher numbers than their competitors.
In a press release on the 22nd, Gilsera Must Eat said, “Recently, the accumulated transaction amount has exceeded 900 billion won.”
In addition, the cumulative number of orders as of October was 2.6 million, and the repurchase rate was 52%.
They claim each other is number one. However, there is no data that can directly tell which platform is number one.
The only thing we can know is the data they put out. The analysis of the distribution industry is that even this cannot be objective data because it is common to highlight only the advantageous part.
A distribution industry official said, “Since we cannot know the specific performance of the companies, we cannot say who is number 1 based on the transaction amount alone.” The official also pointed out that the luxury platform market has been overheating recently.
Black Friday and year-end and New Year’s holidays are a typical example of holding discounts and events ahead of the peak season.
Meanwhile, each of these companies is trying to raise awareness by using famous actors as models.
Kim Hee-ae for TrenB, Kim Hye-soo for Balan, and Ju Ji-hoon for Must It.
In particular, they are playing a role in instilling a company image in viewers and netizens with strong comments in advertisements.
TrenB’s Kim Hee-ae said, “I’m terrified to stand in line and run because of luxury goods” and “Fake fakes, fakes and fakes are amazing”, Balaan’s Kim Hye-soo is “Look at that color, this year is also a bountiful year” and “Prices have fallen well because of the country of origin”, And Joo Ji-hoon said, “Why don’t kids study English these days?”
[이상규 매경닷컴 기자]
[ⓒ 매일경제 & mk.co.kr, 무단전재 및 재배포 금지]
