"90 Heou Watches Purchase Reviews" Shilla Duty Free Launches Global Shilla Tipping

[Asia Economy Reporter Cha Min-young] Shilla Duty Free announced on the 6th that it will expand its new concept mobile product review service, ‘Shilla Tipping,’ which has been successful domestically, into ‘Global Shilla Tipping’ for use by foreign customers.

Global Shilla Tipping will sequentially expand its services from Chinese to Japanese and English, taking the lead in promoting ‘K-Beauty’ brands and trends to foreign customers planning to visit Korean duty-free shops.

Tipping is a service created targeting the millennial generation who trust user reviews posted on social networking services (SNS) more than advertisements when purchasing products. The Chinese service of Global Shilla Tipping automatically translates and provides over 150,000 accumulated product reviews and newly posted real-time reviews on Tipping into Chinese. Through product reviews directly written by Korean consumers, users can quickly and vividly learn about the latest Korean beauty trends.

Shilla Duty Free plans to help enhance the global awareness of K-Beauty brands and support their entry into overseas markets through Global Shilla Tipping. In particular, consumer reviews provided in Chinese on Tipping are expected to be helpful for brands aiming to enter the Chinese market. Since Chinese consumers have relatively limited access to overseas content, various reviews from actual buyers are very important to introduce unfamiliar brands.

Launched in September 2018, Tipping’s strength lies in providing vivid product reviews accompanied by photos and videos. Additionally, it solves the inconvenience of having to run multiple apps to gather information during mobile shopping and allows customers to enjoy various content simultaneously with shopping.

Any member of Shilla Internet Duty Free can write product reviews using photos or videos, and if sales are generated through the reviews they wrote, they can receive up to 3% back as cash-equivalent benefits.

According to Shilla Duty Free, about 80,000 people use the Tipping service daily on average, with a maximum of 120,000 users. So far, more than 150,000 product reviews have been registered for about 40,000 products. Over 40,000 reviews have led to purchases by other customers, and more than 30 members have generated sales exceeding 100 million KRW through the content they wrote. One member recorded sales of approximately 230 million KRW.

Tipping is a marketing channel that can communicate with key duty-free customers such as the ‘millennial generation’ and ‘women.’ In particular, the ‘Brand Week,’ which runs events with specific brands, has been shown to help increase brand awareness and sales. Brands participating in Brand Week actually recorded an average double-digit sales growth during the event period. Global Shilla Tipping will also conduct Brand Week to continuously introduce domestic and international brands less known to foreign customers.

A Shilla Duty Free official said, “Foreign customers using the Shilla Duty Free app are those who plan to visit Korea or are interested in Korean cosmetics,” adding, “We will strive to promote K-Beauty worldwide through Global Shilla Tipping.”

This content was produced with the assistance of AI translation services.