LG Household & Health Care Achieves 360 Billion KRW Sales at China's Guanggunje Event

[Asia Economy Reporter Moon Hyewon] LG Household & Health Care announced on the 14th that it achieved sales of approximately 360 billion KRW during this year's Singles' Day event, held mainly on Alibaba, TikTok (Douyin), and Kuaishou, which is a 7% decrease compared to the same period last year.

Among these, luxury cosmetics brands such as Whoo, Su:m37, O Hui, CNP, belif, and VDL recorded sales of 340 billion KRW.

According to LG Household & Health Care, this year's Singles' Day took place amid concerns over slowing sales performance due to continued consumer sentiment downturn caused by the Chinese government's strict COVID-19 prevention policies. Unlike last year, when the focus was mainly on Alibaba, LG Household & Health Care prepared for Singles' Day with a strategy of diversified investment in emerging platforms TikTok and Kuaishou, generating results beyond expectations.

During this Singles' Day, Whoo ranked first in the beauty category on both TikTok and Kuaishou. In particular, on TikTok, it ranked first across all categories, including beauty and electronics.

Outside of luxury beauty, Physiogel sales increased by 80%, confirming growth potential in the derma category, which has high consumer interest.

However, on Alibaba, the traditional main channel, Whoo ranked 16th in luxury beauty, a drop compared to the previous year. This is largely attributed to the fact that sales previously recorded under Kuaishou on Alibaba until last year have been counted under Kuaishou's own platform sales starting this year.

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