"We see South Korea as a developed market, which suggests it's no completely different from the UK or the US … Korean shoppers demand and anticipate highly effective merchandise." Hari Nair: Managing Director, Kimberly-Clarks.
Currently the whole lot appears to be with a Okay: Okay pop, Okay meals, Okay magnificence, Okay motion pictures; Why don’t you go to your native Okay-culture competition, make certain there’s somebody close to you or will come quickly. The Korean tradition is at present burning and was warmly acquired. Home franchisors have rightly gone by this wave and expanded internationally – China is a best choice for Korean franchisors. What does this market appear like for a international franchisor?
Gross home product was $ 1.2 trillion in 2013 and is predicted to rise as shopper spending and confidence improve in 2014 and 2015. In response to the newest report from the Hyundai Analysis Institute, Korea will broaden by 3.5% within the first half of 2015 and by 3.6% within the second half of the yr.
Given the comparatively slower Asian progress in Korea, it continues to be a superb vacation spot for franchisors, trying again on historic years of secure progress, a affluent shopper base and an early rise within the nation. Common disposable earnings per family per thirty days was $ 3,150 within the second quarter of 2014, a rise of two.8% over the second quarter of 2013, with vital features within the Bakery, Confectionery & Snacks, Espresso & Tea and Juice & Beverage sectors. Drinks (Statistics Korea).
The demand for international manufacturers contains quite a few sectors and, extra lately, a wider vary of channels. 65% of the inhabitants is classed as a center class (OECD), in contrast to many different Asian international locations, there’s not the overall development of a brand new, rising center class. Supported by media and a comparatively excessive diploma of journey expertise, Korean shoppers are nicely knowledgeable in a developed, globalized market.
Korean shoppers have a robust shopping for historical past for international manufacturers. Along with the appreciation of cash, they’ve a robust understanding of name philosophy and advertising channels. They willingly strive new merchandise and are at all times searching for new tastes and methods to enhance their way of life and picture.
For a franchisor, advertising should be extra refined to fulfill the extent of the buyer. For instance, almost 80% of the inhabitants is on-line, making it probably the most linked nation on the earth! they usually love their bank cards. Annual bank card transactions are over 65% larger than within the US. This mixture represents a excessive proportion of on-line spending, and retail e-commerce is predicted to succeed in $ 25.Three billion by 2017 (borderfree). Every advertising technique should be multi-channel, utilizing social media facets to advertise manufacturers and leverage expertise to supply extra environment friendly procuring channels and choices.
Korea's inhabitants is getting older and urbanized. The typical age in 2012 was 39.1 years, and the group of over-60s is predicted to account for almost 25% of the inhabitants by 2020 (Statistics Korea). Some franchisors might already goal this legacy market, whereas others could possibly simply adapt or broaden to this group. However for the remainder of us, don’t despair, as PwC reminds us, 70% of the inhabitants in most retailers stay the goal group of 15-64 years previous.
With greater than 90% of the inhabitants in city areas, these metropolitan areas are massively populated, wealth, dense areas and retail house are essential. The Four most important inhabitants areas: Seoul Metro-15 million, Busan Metro-Four million, Daegu Metro-Three million and Daejeon Metro-2 million.
Main retailers will open mega-malls outdoors of the capital cities within the coming years, however at present Gyeonggi (the realm immediately round Seoul) and Seoul account for 42% of the overall retail house in Korea (www.kintex.com). Supermarkets and hypermarkets are main the retail channels and this lead will improve because it fits the three most important procuring drivers of selection, comfort and value.
Regardless of economies of scale that permit massive procuring complexes to successfully compete with smaller shops, operators are at all times making an attempt to distinguish themselves. The important thing developments are enhancing the consumer expertise by the newest development manufacturers. They don’t seem to be solely searching for thrilling international tenants, these operators are additionally prepared to take over framework contracts and implement ideas throughout their codecs.
Whether it is an entry-level technique of curiosity, understand that these firms are searching for a model that enhances visitors in order that the services or products both has a agency identify or has a robust, distinctive issue. Quirky with long-term viability could be good USP and malls, a really efficient solution to introduce your model in Korea – particularly since the price of educating the inhabitants shall be borne by the operators of the mall and you’ll make sure that with it a excessive degree of information is finished.
The franchise market in 2013 was estimated at $ 89.Eight billion with almost 3,000 franchises. There have been 283 retail concessions, 601 service concessions and a pair of,089 foodservice franchises (export.gov). Regardless of the current downgrades in GDP, the franchise business has proven respectable progress lately, with a mean of 200 new franchises opening since 2010 annually.
Koreans are very open to partnering with international franchisors, particularly those that have a superb status in Korea or values that replicate their nation of origin. Koreans aged 55 or over have lately confirmed to be good franchisees as they’ve extra capital and information, and as a family-oriented tradition, cross the enterprise on to their youngsters. The foundations of the franchise business be certain that the enterprise normally runs easily and Korea is considered a easy franchise location.
The conventional funding vary is between US $ 4,300 and US $ 8,700 with a 2 yr contract time period. Such a low common franchise charge might make it tough for a international franchisor to recruit a multi-unit or bigger associate. There may also be quite a lot of bargaining negotiations, as they are typically decrease for Korean concessions.
Brief breakdown of sectors:
The Korean meals market is predicted to succeed in $ 53.5 billion in 2013, accounting for 25% of complete retail gross sales; a progress of 5.5% in comparison with 2012 (JLL).
The natural meals market is predicted to develop to $ 6 billion by 2020 (Natural Commerce Affiliation).
The web channel is predicted to develop at 11.38% CAGR, 2013-2018 (Analysis and Markets).
The South Koreans spent $ 17.9 billion on personal classes in 2012.
The retail magnificence and private care market grew 5.8% yoy.
The cosmetics sector was the perfect performing sector in 2012.
Korea is the eighth-largest luxurious market value almost $ 4.5 billion.
Households accounted for 12.4% of complete out-of-home consumption expenditure (GAIN).
In 2012, imports of chocolate merchandise from the US elevated by 12% over the earlier yr (GAIN).
Korea has develop into the most important cosmetics marketplace for males on the earth. Expenditure of $ 635 million in 2013 represented almost one fifth of world spending (Euromonitor).
Koreans are educated, demanding, comparatively rich and educated. For superior shoppers comes a choosy, demanding purchaser. Technique and strategy ought to be parallel to different superior international locations. Shoppers usually are not simply searching for a worldwide model, they’re searching for a model that has a transparent USP and they’re going to pay extra for it. This USP could be in status, high quality, components or innovation, nevertheless it has to face out in a sure means from the group.
This doesn’t imply that each one markets are saturated and there are not any alternatives for brand new sectors. As talked about, there’s an getting older inhabitants and the prosperous 50+ Child Boomer technology is much from full. Different eye-catching adjustments that open markets:
Enhance in double earnings households.
Enhance in lone guardian households.
Enhance in one-person households
Korean shoppers are accustomed to being knowledgeable a few product by numerous channels earlier than they purchase it. A survey carried out by Embrain Pattern Monitor in 2012 discovered that 79% of shoppers reviewed consumer critiques earlier than buying and wrote 74% critiques and rankings. Due to this fact, the data you’ll be able to present by completely different channels is simply a superb factor. The shock or curiosity Promoting technique should both be fastidiously designed or have a really strong funds.
Koreans are picture-conscious in all facets and have the expertise of understanding which way of life or standing a model is exhibiting. They comply with intently and are influenced by the media and celeb types and developments. Though these fads could also be short-lived, it’s a good piece of recommendation to shortly adapt and run campaigns or introduce enlargement merchandise associated to the newest developments.
Overview of the place the demand is and the place the longer term demand is perhaps:
Because of the abundance of accepted meals, modern and premium meals will attraction.
Franchise firms that present effectivity in buying and supply will meet the wants of shoppers.
Koreans are educated and perceive the necessity for his or her youngsters. Inside this market there’s a excessive demand for skilled and linguistic companies.
An older, extra prosperous inhabitants offers a rising marketplace for focused companies and merchandise.
Think about Koreans as demanding shoppers. You might be searching for natural, pure, recent and prime quality merchandise.
Well being enhancing and anti-aging meals and companies are exhibiting excessive demand.
Well being-promoting herbs shall be development components.
Koreans desire meals with brighter, extra saturated colours (origin of human shade desire for meals).
Specialty shops providing a spread of area of interest, higher-priced and high-quality merchandise that mix with the above-mentioned gadgets are spreading all through Korea, overlaying a spread of sectors, from magnificence to bakeries and grocery shops.
A strong market, however with competitors and enterprise park could be costly. This should be reconciled with the sophistication and prosperity of the market. There is no such thing as a denying that there’s extra of a development now than Korea, however with a developed market that has confirmed itself within the globalized world, it’s a simple nation to enter.
Conclusion: Though the potential might not be as nice as its Asian neighbors, time and price financial savings from educated shoppers and savvy franchisees are essential points.
Franchise Meets expects: 7/10.