As direct sellers’ sales are heavily reliant on their current elderly repeat customers, they need to find ways to appeal to younger customers to maintain a sustainable business in the future, be it via a digital strategy or through new category expansion. For example, Nu Skin Korea launched a smart bike called Nu Beat in late 2022.
Able C&C, the owner/operator of the first-generation K-beauty brand Michaa, which was highly popular among tourists and mainly distributed via its own roadside shops, announced at its shareholder meeting in late 2022 that it would be adding direct selling as a new distribution channel as part of its business objectives. The company’s entrance into the direct selling channel is viewed as an attempt to overcome its sales downturn.
ESG (Environmental, Social and Governance) standards are a key selling point among younger consumers. According to a 2022 survey conducted by the Korea Chamber of Commerce and Industry among millennials and Gen Z consumers, six out 10 respondents said they were willing to buy products from ESG-led companies even if they would need to pay higher prices.
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Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.See All of Our Definitions
This report originates from Passport, our Direct Selling research and analysis database.
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