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Country Report

Direct Selling in South Korea

Price: US$900

About this Report

Executive Summary

TRENDS

  • Direct selling in South Korea increased in value by less than 5% during 2012, rising to Won6.6 trillion. In South Korea, direct selling is generally divided into two separate formats. One format involves companies hiring agents as contract employees who then visit consumers directly, and this format is pursued by players such as AmorePacific Corp. The other format involves companies selling products to third-party agents, which then sell the products on to end consumers at a mark-up, a strategy pursued by companies such as Amway. The first of these two formats was the which recorded the stronger growth rates in direct selling in South Korea during 2012, while the second of them registered a certain level of stagnation as it was negatively affected by recently imposed regulations on direct selling in South Korea.

COMPETITIVE LANDSCAPE

  • Amway South Korea Co Ltd maintained the leading position in direct selling during 2912 with an 18% value share. The company’s value sales increased by 20% over the course of 2012 thanks to the rising demand for its dietary supplements and weight management products in the country. Amway South Korea Co Ltd has built a positive image as a very strong and popular direct selling company in South Korea and it managed to accomplish sales levels in excess of its targets throughout the review period. As a way of thanking its South Korean consumers for its success during the review period, during 2012 the company contributed to various social volunteer activities in the country. In addition, the company also opened Amway Gallery in 2011, a free exhibition for children and families which showcases various aspects of the Amway philosophy.

PROSPECTS

  • Direct selling in South Korea is expected to increase in constant value at a CAGR of 1% over the forecast period. Beauty and personal care direct selling, consumer health direct selling and media products direct selling are all expected to record healthy growth rates during the forecast period as there is a marked preference among South Korean consumer to purchase these products through direct selling. The loyalty of South Korean consumers to their favourite direct selling companies is stronger in these categories. On the other hand, home care direct selling and other direct selling are two categories which are expected to decline in South Korea over the forecast period as store-based retailing channels such as hypermarkets, variety stores are expanding rapidly, while the development of internet retailing in South Korea, especially through mobile devices such as smartphones remains very dynamic. Many South Korean consumers are likely to prefer store-based retailing channels or internet retailing due to the diversity of products available through these channels.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in South Korea with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Direct Selling industry in South Korea, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in South Korea market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • Who are the leading retailers in South Korea?
  • How important is direct selling in South Korea?
  • How is the direct selling channel being affected by the growth of internet retailing?
  • What strategies are direct sellers employing to compete in a multi-channel environment?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Table of Contents

Direct Selling in South Korea - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL INDICATORS

  • Table 1 Direct Selling Agents 2010-2012

CHANNEL DATA

  • Table 2 Direct Selling by Channel: Value 2007-2012
  • Table 3 Direct Selling by Channel: % Value Growth 2007-2012
  • Table 4 Direct Selling Company Shares: % Value 2008-2012
  • Table 5 Direct Selling Brand Shares: % Value 2009-2012
  • Table 6 Direct Selling Forecasts by Channel: Value 2012-2017
  • Table 7 Direct Selling Forecasts by Channel: % Value Growth 2012-2017

Retailing in South Korea - Industry Context

EXECUTIVE SUMMARY

Retailing maintains positive growth in 2012, but at a lower rate than in 2011

‘Experience’ retail outlets become more popular among young consumers

The ratio of value sales from non-grocery products increases in hypermarkets

The gap between leading players and independent retailers become larger

Slower growth is set to continue in retailing during the forecast period

KEY TRENDS AND DEVELOPMENTS

Under economic uncertainty, retailing shows weak performance

Internet retailing shows strong performance thanks to smartphones

Hypermarkets players object to restrictions on their opening hours

Private label is matured in grocery retailers with lower growth rate

The mergers and acquisitions activity of the leading players defines retailing

New retailing concepts which promise a complete shopping experience become more popular

MARKET INDICATORS

  • Table 8 Employment in Retailing 2007-2012

MARKET DATA

  • Table 9 Sales in Retailing by Channel: Value 2007-2012
  • Table 10 Sales in Retailing by Channel: % Value Growth 2007-2012
  • Table 11 Sales in Store-Based Retailing by Channel: Value 2007-2012
  • Table 12 Store-Based Retailing Outlets by Channel: Units 2007-2012
  • Table 13 Sales in Store-Based Retailing by Channel: % Value Growth 2007-2012
  • Table 14 Store-Based Retailing Outlets by Channel: % Unit Growth 2007-2012
  • Table 15 Sales in Non-store Retailing by Channel: Value 2007-2012
  • Table 16 Sales in Non-store Retailing by Channel: % Value Growth 2007-2012
  • Table 17 Sales in Retailing by Grocery vs Non-Grocery: 2007-2012
  • Table 18 Sales in Non-Grocery Retailers by Channel: Value 2007-2012
  • Table 19 Non-Grocery Retailers Outlets by Channel: Units 2007-2012
  • Table 20 Sales in Non-Grocery Retailers by Channel: % Value Growth 2007-2012
  • Table 21 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2007-2012
  • Table 22 Retailing Company Shares: % Value 2008-2012
  • Table 23 Retailing Brand Shares: % Value 2009-2012
  • Table 24 Store-Based Retailing Company Shares: % Value 2008-2012
  • Table 25 Store-Based Retailing Brand Shares: % Value 2009-2012
  • Table 26 Store-Based Retailing Brand Shares: Outlets 2009-2012
  • Table 27 Non-store Retailing Company Shares: % Value 2008-2012
  • Table 28 Non-store Retailing Brand Shares: % Value 2009-2012
  • Table 29 Non-Grocery Retailers Company Shares: % Value 2008-2012
  • Table 30 Non-Grocery Retailers Brand Shares: % Value 2009-2012
  • Table 31 Non-Grocery Retailers Brand Shares: Outlets 2009-2012
  • Table 32 Forecast Sales in Retailing by Channel: Value 2012-2017
  • Table 33 Forecast Sales in Retailing by Channel: % Value Growth 2012-2017
  • Table 34 Forecast Sales in Store-Based Retailing by Channel: Value 2012-2017
  • Table 35 Forecast Store-Based Retailing Outlets by Channel: Units 2012-2017
  • Table 36 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2012-2017
  • Table 37 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2012-2017
  • Table 38 Forecast Sales in Non-store Retailing by Channel: Value 2012-2017
  • Table 39 Forecast Sales in Non-store Retailing by Channel: % Value Growth 2012-2017
  • Table 40 Forecast Sales in Non-Grocery Retailers by Channel: Value 2012-2017
  • Table 41 Forecast Non-Grocery Retailers Outlets by Channel: Units 2012-2017
  • Table 42 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2012-2017
  • Table 43 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2012-2017

APPENDIX

Operating environment

Cash and carry

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Segmentation

This market research report includes the following:

  • Direct Selling
    • Beauty and Personal Care Direct Selling
    • Apparel Direct Selling
    • Consumer Electronics and Video Games Hardware Direct Selling
    • Consumer Healthcare Direct Selling
    • Consumer Appliances Direct Selling
    • Home Care Direct Selling
    • Home Improvement and Gardening Direct Selling
    • Furniture and Homewares Direct Selling
    • Media Products Direct Selling
    • Food and Drink Direct Selling
    • Toys and Games Direct Selling
    • Other Direct Selling

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market sizes
  • Company shares
  • Brand shares

Market size details:

  • Retail value retail selling price excl sales tax % growth
  • Retail value retail selling price excl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price excl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax % growth
  • Retail value retail selling price incl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY

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