Hurom Records Sales of 16,000 Units and 6.5 Billion KRW Revenue at China's Guanggunje

Strengthening On- and Offline Local Marketing Proves Effective

Hurom announced on the 15th that it achieved total sales of 16,000 units during China's largest shopping festival, "Guanggunjie." Photo by Hurom

[Asia Economy Reporter Kim Heeyoon] Hurom announced on the 15th that it achieved total sales of 16,000 units during China's largest shopping festival, 'Guanggunje'.

At Guanggunje, the largest ever with 290,000 participating brands this year, Hurom sold 16,000 units, recording sales of 6.5 billion KRW.

In particular, the 'Easy Series' juicers, launched in March last year, drove the performance. The 'Hurom Easy' and 'Hurom The Easy' models in the 'Easy Series' have surpassed cumulative sales of approximately 80,000 units in China since their launch, marking the highest sales volume and revenue among single series released in the past five years.

Hurom analyzed that one of the key factors for this Guanggunje success was the diversification of local marketing. Online channels actively utilized local social media platforms favored by Chinese consumers. They collaborated with influencers (KOL, KOC) who are active on major Chinese SNS platforms such as Xiaohongshu, Bilibili, and Douyin (TikTok). Additionally, they continuously conducted live commerce broadcasts on Taobao, JD.com, and Douyin, achieving a cumulative view count of approximately 1 million.

Offline advertising was focused on premium residential complexes, offices, and shopping malls concentrated with affluent customers in two cities, Beijing and Shanghai. In collaboration with LG Electronics, Hurom also showcased the CordZero vacuum cleaner and Hurom juicers together at the LG JD.com official flagship store.

Kim Jaewon, CEO of Hurom, said, "We are honored to confirm the positive response from global consumers through this Guanggunje ahead of the With-Corona era," adding, "We will continue to play our role as a premium health kitchen appliance company that spreads the philosophy of 'health' by introducing a more differentiated product lineup in the Chinese market, centered on our local Shanghai corporation."

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