Lock&Lock Achieves 10.3 Billion KRW Sales at China's Guanggunje, Up 22.7% YoY

[Asia Economy Reporter Junhyung Lee] Lock&Lock announced on the 11th that it recorded sales of 60.44 million yuan (approximately 10.3 billion KRW) during China’s largest shopping festival, Guanggunjie (光棍節). This represents a 22.7% increase compared to last year’s Guanggunjie sales in yuan terms.

During this Guanggunjie, beverage containers such as tumblers advertised by Chinese actor Gong Jun drove the sales growth. Earlier in September, Lock&Lock released an advertising video targeting China’s Generation Z, who are meticulous about quality and design, through Gong Jun’s Weibo (China’s version of Twitter) and other platforms. The company explained that the synergy between Gong Jun’s image and the product’s unique features made it popular among women in their 20s and 30s. According to Lock&Lock, sales of the flagship products 'Silhouette Tumbler' and 'Top Class' showed an upward trend even before Guanggunjie began.

The enthusiasm for pre-order sales held from the 20th to the 31st of last month was also intense. During a pre-order live broadcast on the 20th of last month with Chinese influencer Li Ziqi, Lock&Lock sold approximately 120,000 Silhouette Tumblers in just one minute. This performance more than doubled the pre-order sales from the previous year.

By product category, beverage containers accounted for 88.2% of total sales. This was influenced by the recent rise of outdoor activities such as camping and fishing as trends in China, drawing attention to Lock&Lock tumblers with excellent heat retention and superior sealing technology. In particular, the Silhouette Tumbler gained popularity mainly among younger consumers, accounting for 44% of Lock&Lock’s beverage container sales.

Kim Yongsung, Executive Director of Lock&Lock China, said, “This Guanggunjie targeted the younger generation leading consumer trends in China. Notably, the increase in beverage container sales centered on the Silhouette Tumbler and Dandy Tumbler, which are key products in the Chinese market, stood out.” He added, “We will focus our capabilities on the four main categories of beverage containers, food storage containers, cookware, and small home appliances to secure market dominance within China.”

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