Kolon FnC 'The Cart Golf', Targeting MZ Generation with Unique Golf Style
[Asia Economy Reporter Seungjin Lee] Kolon Industries FnC Division (hereinafter Kolon FnC) has completed preparations to target the MZ generation (Millennials + Generation Z) in the second half of this year through its golf specialty online select shop, The Cart Golf.
The Cart Golf is a golf platform launched last year by Kolon FnC with the purpose of "leading an enjoyable golf culture." To cater to consumers' diverse personalities and tastes, it has been steadily expanding its lifestyle category as well as golf apparel. It implements a differentiation strategy by selecting products from each brand and proposing content ranging from the latest trendy items to styling suggestions.
The Cart Golf experienced rapid growth within a year of its launch, with cumulative membership increasing by 377% compared to its 2020 launch as of last month, and the average monthly transaction amount growing by 666% year-over-year. Reflecting this trend, a dedicated mobile application was also launched in May. The plan is to actively target the MZ generation, who are familiar with mobile devices, and meet the increased demand for non-face-to-face online consumption due to COVID-19.
Currently, The Cart Golf exclusively hosts the French sensibility brand ‘Anel’ and the brand ‘Noprap,’ which uses only sustainable packaging materials. Additionally, over 40 overseas brands that have gained word-of-mouth popularity, such as the American premium golf brands ‘G/FORE,’ ‘Palms & Co,’ and ‘Birds of Condor,’ have joined one after another.
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The Cart Golf plans to expand differentiated products and actively carry out marketing activities centered on them until the end of this year. In October, it will collaborate with the design studio ‘Superfiction,’ which is building its own universe centered on characters and receiving love calls from global brands, to produce digital videos. Using Superfiction’s character Nick, it will create witty golf life content to establish a young premium image.
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