Beds and Air-Purifying Plants Living Together with Fresh Produce at the Edit Shop

The global furniture brand 'Zinus' featured on the channel 'PT' of the online select shop '29CM'.
[Photo by Zinus]

"Why are you coming out from there?"... Value-centered, boundaries between domains are breaking down

[Asia Economy Reporter Kim Jonghwa] If you go to a department store to buy clothes or to a store to buy a bed, you are often teased as an old-fashioned person. Recently, as the contactless (non-face-to-face) consumption culture has taken root, the e-commerce market is providing customers with a unique shopping experience.

Recently, e-commerce companies that operated only in specific categories are expanding their lineups through collaboration with companies in completely different industries or developing content that emphasizes lifestyle and experience rather than product introduction.

Zinus is using the online select shop 29CM as a communication channel with the millennial generation. 29CM operates a media channel called 'PT,' an online presentation that discovers unique brands and effectively conveys brand history. Through 29CM PT, Zinus shows products reflected in each individual's lifestyle, not just delivering product information. Beds and furniture inside the home are expressed not simply as furniture but as part of home interior and a lifestyle that expresses oneself.

Through interviews reflecting the lifestyles of illustrators, Airbnb hosts, and workshop owners, Zinus products are introduced. Especially in an interview about an episode as an Airbnb host, where the host hopes to spend the most peaceful time lying on the bed after finishing the schedule, one can feel the value Zinus wants to convey to consumers.

Unlike existing bed brands, Zinus delivers products to the doorstep through online orders without installation or delivery personnel reservations. It has its own manufacturing facility, providing high-quality products at reasonable prices, and features luxurious and minimal design elements. This unique brand value and philosophy are expressed with 29CM's sensibility through this PT.

The online grocery app Market Kurly prioritizes sustainable products that contribute to eco-friendliness and social public interest, and introduced Triple Planet. Triple Planet is a company that sells air-purifying plants and is an environmental social enterprise that uses its profits for global forest creation projects. It started in 2010 with the concept of planting trees through games and now runs a business adopting companion trees that can be grown in reality.

50% of the adoption profits are used as forest creation funds to plant trees where forests are needed, and so far, 860,000 trees have been planted in 262 forests across 13 countries. Last year, Market Kurly and Triple Planet collaborated on an eco-friendly project to create the first classroom forest at Seoul Wolgok Elementary School and delivered a total of 300 air-purifying plants.

Musinsa announced that in the first week of April sales ranking, the first place was Adidas BW German Army Sneakers, and the second place was Samsung Electronics Galaxy Buds Plus Bluetooth Earphones. Among fierce fashion items, Samsung Electronics Galaxy Buds Plus Bluetooth Earphones took first place in Musinsa's real-time ranking upon release and ranked second in the weekly ranking.

Targeting this demand group, Samsung pre-sold the self-supply model 'Galaxy M20 Musinsa Package' through Musinsa last year and sold out 1,000 units within five days of release. Later, it opened pre-sales for the Galaxy Watch Active2 and commemorated it by giving a special package exclusively for the 'Galaxy Watch Active2' in collaboration with fashion brands popular among millennials such as Mark Gonzales and Romantic Crown.

An industry official said, "Through various content that breaks down boundaries between domains, loyal customers are secured, and it is also used as a channel to show unique brand value. Consumers can easily access products and brands in new domains and can order them together with existing products, which is expected to increase trust in products and brands."

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