Coupang Achieves 22.75 Billion Won in “Best-Efficiency Home Appliance” Rebates, Largest Among Single Distribution Channels

Contributing to the Spread of Government High-Efficiency Appliance Policies

Coupang recorded the highest performance among single distribution channels in the government’s “Best-Efficiency Home Appliance Rebate Program.” The company explained that by expanding customer access to energy consumption efficiency grade 1 appliances—which can reduce electricity usage by up to 40%—it has popularized high-efficiency appliances and actively contributed to the government’s energy reduction policy.

On March 30, Coupang announced that customers who purchased products through Coupang during the government’s “Best-Efficiency Home Appliance Rebate Program,” which ran from July to December last year, received rebate benefits totaling 22.75 billion won. This amount is estimated to account for about 20% of the total rebates issued through all online distribution channels during the same period, making it the highest among single distribution companies.

The “Best-Efficiency Home Appliance Rebate Program” is a government initiative that aims to simultaneously support the recovery of the domestic economy, reduce national power consumption, and strengthen the competitiveness of the Korean appliance industry by providing consumers with a 10% rebate on the purchase price (up to 300,000 won per person) when they buy energy-efficient appliances.

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According to the Ministry of Climate, Energy and Environment, energy consumption efficiency grade 1 appliances can reduce electricity usage by about 30–40% compared to grade 5 appliances. In particular, for high-power-consuming products such as air conditioners, the difference in annual electricity charges can exceed 25,000 won depending on the efficiency grade. Coupang has focused on increasing awareness of the cost-saving effects and discounts of grade 1 efficiency appliances to actively communicate these benefits to customers.

To maximize the impact of the policy, Coupang utilized its main marketing positions within the app and its social media channels, and actively connected these efforts with its differentiated logistics service, “Rocket Installation.” In particular, through exclusive promotions linked with “CugaSe (Coupang Appliance & Digital Sale)” and special credit card discounts, the company enabled customers to purchase high-efficiency appliances more easily and affordably.

This multifaceted support led to expanded sales channels for small and medium-sized enterprises (SMEs) that manufacture grade 1 efficiency appliances. During the program period, sales in the small home appliance category grew by triple digits compared to the previous year, and energy-saving products from SMEs with advanced technology were widely distributed across the country.

Harold Rogers, Interim CEO of Coupang, said, “Coupang’s innovative logistics system and marketing capabilities have created meaningful synergy with government policy. Going forward, we will continue to ease customers’ financial burdens by expanding the distribution of high-efficiency appliances and build a distribution ecosystem in which competitive SMEs can grow together with Coupang.”

Recently, Coupang has continued to collaborate with domestic SMEs in line with the government’s energy reduction policy, such as by holding an “Energy Saving Promotion.” Coupang plans to actively participate in future government-led energy-saving campaigns like the “Best-Efficiency Home Appliance Rebate Program,” contributing to national energy-saving efforts and taking the lead in creating an environment where customers can purchase high-efficiency appliances more economically.

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