Lock&Lock Opens First Lifestyle Store in China

On the 21st, Lock&Lock's first lifestyle store in China, Lock&Lock Plus Flagship Store, opened in Shanghai, China. Photo by Lock&Lock

[Asia Economy Reporter Moon Hyewon] LocknLock announced on the 21st that it has opened ‘LocknLock Plus’ flagship store, China’s first lifestyle store with the concept of health and safe living.

The LocknLock Plus flagship store, opened on the first floor of the Shanghai China branch, is a lifestyle store that consolidates various services targeting young consumers in China. The strategy is to enhance the brand image as a comprehensive household goods company by focusing on well-being beverages and small home appliances to allow customers to experience a healthy diet.

LocknLock paid attention to the increasing interest of the younger generation in China in water bottles and tumblers based on healthy beverages and created a caf?-style store centered on these product lines. They developed 42 original menu items with the concept of health and beauty, including coffee, fruit, and grains, and also introduced menus using their own water bottles.

In fact, LocknLock water bottles achieved remarkable results by gaining great popularity among teenagers and people in their twenties during China’s largest online shopping event in the first half of the year, the 618 Shopping Festival (June 1?20). The ‘Dual Cap Straw Glass Water Bottle,’ which features a cute design and color scheme along with the convenience of a dual cap type, ranked first in the water bottle category on China’s leading online shopping malls such as Tmall and JD.com within a month of its launch (May). LocknLock explained that water bottles are a field dominated by local brands in China, so it is an unusual achievement for a global company to take first place in a short period. They interpreted this result as reflecting the cultural characteristic of China, where outdoor activities decreased due to COVID-19 but tea drinking is popular, leading to a strategic focus on glass water bottles with high preference.

Besides water bottles and tumblers, the LocknLock Plus flagship store will operate as an experiential store specializing in small home appliances, which are a core product line and rapidly growing in China. In the first half of this year, LocknLock achieved 48% growth in the small home appliance sector compared to the first half of last year, driven by sterilization appliances such as cutting board sterilization blocks and toothbrush sterilizers that align with the health-conscious consumer trend in China. They plan to expand various innovative products in line with the trend of a rapid increase in single-person and two-person households and westernized lifestyles. Additionally, they will provide differentiated services by collaborating with brands that attract high interest from the Chinese MZ generation (born in the 1980s to early 2000s) in cosmetics and diet, and by creating a relaxation space combined with a gallery.

Kim Yongsung, Executive Director of LocknLock China Business Division, said, “Based on the solid brand trust built over the past 15 years in China, we will establish ourselves as a company leading lifestyle innovation for Chinese consumers not only through our main online channels but also through offline stores that help healthy and safe living.” He added, “Despite the crisis of COVID-19, LocknLock is showing continuous recovery since February through strategic category management including food storage containers, cookware, glass water bottles, and small home appliances, which is encouraging.”

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