E-Land Surpasses 100 Billion KRW in Sales on China's Guanggunje... 30% Growth Compared to Last Year

Women's Wear 'Eland' and Children's Wear 'Poinpoin' Both Enter 100 Million Yuan Brand Club
Successful Diversification of Online Channels Leads to Significant Increase in Customer Traffic

E-Land Guanggunje Point4Point 100 Million Yuan Milestone Celebration Screen.

[Asia Economy Reporter Lim Hye-seon] E-Land became the first domestic fashion company to surpass 100 billion KRW in sales during the Guanggun Festival after entering the Chinese market.

On the 12th, E-Land announced that it achieved sales of 563 million yuan (approximately 104.2 billion KRW) in one day on online shopping malls during China’s largest shopping season, the Guanggun Festival. This marks a growth of over 30% compared to last year’s sales of about 80 billion KRW and is the highest sales ever recorded.

An E-Land official stated, “Despite fierce competition in the Chinese online market, E-Land’s sales during the Guanggun Festival have grown by double digits every year,” adding, “E-Land China, which continues its digital transformation, is achieving a new leap in the Chinese online market this year by strengthening live commerce and leveraging 5 million new retail platform customers.”

Women’s and Children’s Clothing Brands Enter the 100 Million Yuan Club

The most popular brands during this Guanggun Festival were the women’s wear brand ‘E-Land’ and the children’s wear brand ‘PoinPoin.’ ‘E-Land’ firmly maintained its position in the 100 million yuan club for the second consecutive year, while ‘PoinPoin’ surpassed 100 million yuan (approximately 18.4 billion KRW) in sales for the first time this year, showing strong performance.

Notably, ‘PoinPoin’ became the first Korean children’s fashion brand to enter the 100 million yuan club and achieved a remarkable feat by ranking within the top 5 on Tmall, where tens of thousands of brands and sellers exist per category. Leading sales included 150,000 down jackets, 200,000 pants, and 70,000 sweatshirts, with 10 products selling out within 30 minutes of the Guanggun Festival’s start.

Additionally, representative brands by category such as ‘Pritch,’ ‘Scofield Women,’ ‘Chocolat,’ and ‘BodyPop’ also improved their category rankings, breaking previous records.

This year, especially, strong synergy was created by combining Tmall’s AI infrastructure with E-Land’s vast Chinese customer data. Tmall used platform data to increase the accuracy of product recommendations matching target customers, while E-Land quickly produced and launched customized products, resulting in over 50% growth in pre-order sales.

Marking its 27th year in China, E-Land possesses big data accumulated from Chinese customers’ trends, characteristics, and purchase points by product. Based on this data, it has been releasing weekly customer-tailored ‘responsive products’ to increase product hit rates.

Currently, more than 50% of E-Land China’s products are ‘responsive products.’ With not only data but also design planning capabilities and an in-house production system, it can respond to customer needs and trends.

Successful Diversification of Chinese Online Channels

Surpassing 100 billion KRW in sales is the result of synergy from E-Land’s ongoing online transformation and new retail channel strategies. The company explained that it has successfully diversified e-commerce channels in China by expanding from its strong presence in influencer marketing and Xiaochengxu to also entering TikTok.

‘Xiaochengxu’ (Tencent’s mini-app) has become a focus area for E-Land as contactless consumption increased due to the COVID-19 pandemic, with cumulative subscribers reaching 5 million. Over 15,000 sellers provide one-on-one customized WeChat customer service, enabling sales exceeding 100 billion KRW through Xiaochengxu alone within a year.

E-Land has been conducting non-face-to-face Guanggun Festival marketing based on chat rooms, including live commerce and special price offers, targeting 5 million Xiaochengxu customers for several months prior, which led to an increase in customer visits on the day of the festival.

Based on its existing know-how in live commerce operations, the company’s new challenge with TikTok has also been evaluated as smoothly settled.

To respond to the expansion of live commerce, the biggest issue in the Chinese online market, E-Land established its own ‘Live Commerce Task Force Team (TFT)’ earlier this year. They built a 24-hour live broadcast infrastructure, developed live broadcast-exclusive products, and collaborated in advance with KOLs. They adapted their accumulated know-how from live broadcasts to TikTok’s characteristic of showing products within a short 30-second time frame, enabling a stable market entry.

An E-Land official said, “The Chinese e-commerce market changes so rapidly that new issues arise every month, so building an organization and infrastructure that matches this speed is key,” adding, “E-Land will discover new content and marketing tailored to the MZ generation, strengthen live commerce, and innovate its organization to create a super-gap in the Chinese e-commerce market next year.”

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