“We contemplate South Korea as a developed market, which means it’s no completely different to the UK or the US… Korean customers are demanding and count on high-performing merchandise.” Hari Nair: Managing Director, Kimberly-Clark’s.
Just lately every part appears prefixed with a Ok: Ok-Pop, Ok-food, Ok-beauty, Ok-movies; why not go to your native Ok-culture pageant, certain there have to be one close to you, or coming quickly. Korean tradition is on hearth in the mean time and has been warmly acquired. Home franchisors have, fairly rightly, been using this wave and quickly increasing internationally-China being a Korea franchisors first alternative. Nevertheless for an abroad franchisor trying in, what is that this market like?
GDP was US$1.2 trillion in 2013 and predicted to rise as shopper spending and confidence grows by 2014 and 2015. The Hyundai Analysis Institute newest report predicts Korea will broaden by 3.5% within the first half of 2015 and three.6% within the second half.
Contemplating Korea’s comparatively slower Asian progress, it stays a superb goal for franchisors owing to historic years of secure progress, an prosperous shopper base and early development of the nation. The common disposable earnings per family monthly was US$3150 within the second quarter 2014, an increase of two.8% from the second quarter 2013, with vital rises in bakery, confectioneries & snacks, espresso & tea, and juice & drinks sectors (Statistics Korea).
The demand for overseas manufacturers spans a variety of sectors and not too long ago a broader vary of channels. 65% of the inhabitants is classed as middle-class (OECD) so not like many different Asian nations there may be not the overall pattern of a brand new, rising middle-class. Supported by media and a comparatively excessive diploma of journey expertise, the Korean customers are educated in a developed, globalised market.
Korean customers have a powerful buy historical past of overseas manufacturers so in addition to valuing cash, they’ve a excessive understanding of brand name philosophy and advertising channels. They may readily strive new merchandise and are all the time looking for new tastes and methods to enhance their way of life and picture.
For a franchisor, the advertising needs to be extra subtle to match the extent of the patron. For instance, almost 80% of the inhabitants is on-line, making it probably the most linked nation on the planet! and so they love their bank cards. Annual bank card transactions are over 65% greater than the USA. This mix means a excessive proportion of on-line spending and retail ecommerce is predicted to the touch $25.Three billion by 2017 (Borderfree). Any advertising technique needs to be multi-channel and use points of social media to promote manufacturers and make the most of the expertise to supply extra environment friendly purchasing channels and supply.
Korea’s inhabitants is ageing and urbanized. The median age in 2012 was 39.1 years and the over 60 group is predicted to account for almost 25% of the inhabitants by 2020 (Statistics Korea). Some franchisors could already goal this older market whereas others could possibly simply adapt or lengthen to focus on this group. Nevertheless for the remainder of us don’t despair, as PwC reminds us, 70% of the inhabitants stay inside most retailers goal demographic of 15-64 years outdated.
With over 90% of the inhabitants dwelling in city areas, these conurbations are massively populated, wealth dense areas and retail premises come at a premium. The Four important inhabitants areas: Seoul metro-15 million, Busan metro-Four million, Daegu metro-Three million, and Daejeon metro-2 million.
Key retail gamers are set to open mega malls outdoors of the primary cities over the approaching years however presently Gyeonggi (the realm straight surrounding Seoul) and Seoul account for 42% of the full store house in all Korea (www.kintex.com). Supermarkets and hypermarkets lead retail channels and this lead will enhance because it matches the three important buy drivers of alternative, comfort and worth.
Regardless of economies of scale enabling massive purchasing complexes to successfully compete with smaller shops, operators are all the time looking for to distinguish themselves from one another. Enhancing customers expertise by providing the most recent pattern manufacturers are a important manner they do that. They don’t seem to be solely on the lookout for thrilling abroad tenants, these operators are additionally keen to tackle Grasp agreements and roll out ideas throughout their codecs.
If that is an entry technique of curiosity, keep in mind that these firms are on the lookout for a model that can drive visitors, so the services or products both has to a longtime title or have a powerful distinctive issue connected to it. Quirky with long run viability might be good USP and malls, a really efficient solution to introduce your model into Korea-mainly as the price of educating the inhabitants might be borne by the mall operators and you may be assured it will likely be completed with a excessive degree of proficiency.
The franchise market in 2013 was estimated at US$89.Eight billion with almost 3,000 franchises. There have been 283 retail franchises, 601 service franchises and a pair of,089 meals service franchises (export.gov). Even with latest downgrades of GDP, the franchise business has displayed respectable progress over latest years…with on common 200 new franchises opening yearly since 2010.
Koreans are very open to partnering with abroad franchisors, particularly with those who have an current status in Korea or core values which replicate their origin nation. Koreans aged 55 and over have not too long ago proved themselves to be good franchisees as they’ve extra capital and information, and being a household oriented tradition, will go the business right down to their youngsters. The franchise business rules guarantee business typically runs easily and Korea is thought to be an easy place to franchise into.
The conventional funding vary is between US$4,300 and US$8,700 with a 2 yr contract interval. Such a low common franchise charge could make it harder for an abroad franchisor to recruit a multi-unit or greater associate. There may even be a great deal of negotiation round royalties as they’re normally decrease for home Korean franchises.
Transient breakdown of sectors:
- The Korean meals market is anticipated to be US$53.5 billion in 2013 and account for 25% of whole retail gross sales; a progress of 5.5% from 2012 (JLL).
- The natural meals market is anticipated to develop to US$6 billion by 2020 (Natural Commerce Affiliation).
- The net channel is forecast to develop at CAGR 11.38%, 2013-2018 (Analysis and Markets).
- South Koreans spent US$17.9 billion on personal tuition in 2012.
- The wonder and private care retail market posted 5.8% progress yr on yr to 2013.
- The beauty sector was the very best performing sector in 2012.
- Korea is the eighth largest luxurious market value virtually US$4.5 billion.
- Households spent 12.4% of whole consumption expenditure on consuming outdoors the house (GAIN).
- In 2012, imports of chocolate based mostly confectionary merchandise from the USA have been up 12% from the earlier yr (GAIN).
- Korea has develop into the most important males’s cosmetics market on this planet. The US$635m spend in 2013 was almost a fifth of the worldwide determine (Euromonitor).
Koreans are educated, subtle, comparatively well-off and nicely knowledgeable. With superior customers comes a picky, greater demanding purchaser. Technique and method ought to parallel different superior nations. The customers are usually not on the lookout for only a world model, they’re looking for a model that has a definite USP and they’ll pay extra for this. That USP might be in status, high quality, elements or innovativeness, but it surely should stand other than the group in a particular manner.
This doesn’t imply all markets are saturated and there’s no alternative for brand spanking new sectors. As talked about, there may be an ageing inhabitants and the prosperous 50+ child boomer technology is much from full. Different noticeable modifications which are opening markets:
- Enhance of twin earnings households.
- Rise in single mother or father households.
- Enhance in single member households.
Korean customers are very used to being knowledgeable throughout quite a lot of channels a few product earlier than they buy it. A 2012 survey by Embrain Pattern Monitor discovered that 79% of shoppers test consumer critiques earlier than buying and 74% have written evaluations and critiques. Subsequently, the extra data you may present throughout quite a lot of channels will solely be a superb factor. The shock or curiosity promoting technique will both need to be rigorously moulded or have a really strong finances behind it.
Koreans are picture acutely aware in all points and so they have the expertise to know what way of life or standing a model portrays. They intently comply with and are influenced by the media and superstar types and traits. Though these fads might be brief lived, it’s good recommendation to have the flexibility to rapidly adapt and run campaigns or introduce extension merchandise that join with the most recent traits.
Overview of the place demand lies and the place future demand might lie:
- As a result of wealth of recognised meals, progressive and premium meals will attraction.
- Franchises offering effectivity in purchasing and supply will match customers comfort wants.
- Koreans are educated and perceive the necessity for his or her youngsters to be. Inside this market exists excessive demand for vocational and language providers.
- An older, pretty prosperous demographic presents a rising marketplace for focused providers and merchandise.
- Consider Koreans as discerning customers. They search natural, pure, contemporary, prime quality merchandise.
- Well being bettering and anti ageing meals and companies will present excessive demand.
- Well being benefitting herbs might be pattern elements.
- Koreans desire meals with brighter, extra saturated colours (Origin of human color choice for meals).
- Specialty shops stocking a variety of area of interest, greater priced, high quality gadgets that tie in with the above are spreading throughout Korea and canopy a variety of sectors from magnificence to bakeries to grocers.
The underside line:
A strong market however with competitors, and industrial property might be costly. This needs to be balanced with the sophistication and affluence of the market. It cannot be denied that at current there may be extra of a pattern of popping out than into Korea, nonetheless, with a developed market that has a confirmed globalised view, it’s a straightforward nation to enter.
To conclude: Though potential is probably not as nice as their Asian neighbours, decreased time and prices from having educated customers and nicely versed franchisees are key factors.
Franchise Meets reckons: 7/10.