Haenam-gun Online Shopping Mall Haenam Miso Surpasses 20 Billion KRW in Sales

Published 23 Dec.2021 18:51(KST)

3 Consecutive Years of 100% Growth... Establishing the Top Public Interest Shopping Mall Among Local Governments Nationwide

Haenam-gun Government Office Exterior Photo by Asia Economy

[Haenam＝Asia Economy Honam Reporting Headquarters Reporter Kim Hyun] Jeonnam Haenam-gun’s directly managed online shopping mall ‘Haenam Miso’ has surpassed 20 billion KRW in sales.

According to the county on the 23rd, Haenam Miso recorded total sales of 21.8 billion KRW as of the 20th, achieving the highest sales ever in 10 years of direct management.

This amount is nearly double last year’s total sales of 11.8 billion KRW and is expected to lead to more than 100% sales growth by the end of the year.

This growth trend follows sales of 2.2 billion KRW in 2018, surpassing 5 billion KRW for the first time in 2019, 10 billion KRW last year, and an astonishing record of surpassing 20 billion KRW this year, establishing itself as the best public interest shopping mall among local governments nationwide.

Major quarterly sales included 1.5 billion KRW during the Lunar New Year holiday, and from March to May, sweet potatoes, processed agricultural products, rice, and grains generated 1.7 billion KRW in sales.

During the summer vacation season from June to August, Chodang corn, plums, vegetables, and fruits were popular, and in the third quarter, Chuseok holiday gift sets led to sales of 2.2 billion KRW, driving performance improvement.

In particular, the most popular products were salted cabbage, kimchi, and seasonings made from Haenam-gun’s representative agricultural product, Haenam cabbage. As a result of pre-order sales of kimchi-making ingredients starting in October, 124,000 orders and 7.2 billion KRW in sales were recorded from November to early December, accounting for 36% of total sales.

Haenam Miso’s achievement of 20 billion KRW in sales is a remarkable record among online shopping malls operated by local governments nationwide. Unlike most local governments that operate shopping malls through consignment, Haenam-gun formed a dedicated Haenam Miso team and has been directly managing the mall with public officials, focusing on solid growth.

They have thoroughly managed all processes of shopping mall operation, including consultation, orders, and customized package creation, consistently instilling the perception that only the best products are sold.

The cost savings from public official operation were reinvested in lowering entry fees, maximizing profits for farmers and fishermen, which also received great support.

The number of farms participating in the shopping mall increased from 280 farms and 1,250 products last year to 440 farms and 1,400 products this year. Haenam Miso’s own membership also exceeded 200,000, with 101,152 members and 100,580 Kakao members, an increase of about 22% compared to last year.

This year, a dedicated marketing team consisting of shopping mall experts and design professionals was newly organized to promote and market high-quality Haenam agricultural and marine products.

Especially this year, efforts focused on expanding distribution channels through B2B (business-to-business) electronic commerce, with 58% of total sales linked to large shopping malls.

Notably, Kakao Shopping, which signed the first business agreement with a local government in 2019, recorded sales of 4.1 billion KRW, followed by Emart Shinsegae Mall with 500 million KRW, and Post Office Shopping Mall with 300 million KRW.

County Governor Myeong Hyun-gwan said, “As a result of dedicating ourselves to professional marketing to promote consumption of Haenam’s agricultural and marine specialty products and improve farmers’ income, we have achieved the remarkable sales of 20 billion KRW. Next year, we will spare no administrative effort to enhance consumer satisfaction by upgrading the Haenam Miso brand value, establishing it as the nation’s top public interest shopping mall through shopping mall remodeling, integrated management system construction, and quality certification and improvement.”