Expected to achieve target sales of 120 billion won and cumulative sales of 6.1 billion… Best record
Even if snacks overflow, winter snacks burn out… Quality Effort and Marketing Driving Force
[아시아경제 이선애 기자] White bread sold in winter with a diameter of 10cm, a height of 5cm, and a weight of 90g. The best snack for the people this winter is Hobun. Hopan, which was ripened in a steamer in front of an alley store as a child and still located in the corner of a convenience store, has a cumulative sales of 6.1 billion units (6 billion units by 2020) this winter season. The record set so far is also surprising. Over half a century, more than 100 million units have been sold per year, and based on the population of Korea, more than 2.5 hobuns have been eaten every winter. Based on the six-month period in which ho-pans are sold throughout the year, 7.6 items per second (six months, based on 120 million units sold) are sold.
Hobun, cumulative sales of 6.1 billion
According to SPC Group on the 17th, sales of Samlip Hopan are rising sharply. In December, sales rose 15% over the previous year, setting a record-breaking growth rate. From October to December, when the hot bread sales season begins, the cumulative growth rate reaches 11%. Accordingly, it is expected to reach target sales of 120 billion won and cumulative sales of 6.1 billion by February to March when winter ends. In the last winter season, the company achieved the highest performance by selling target sales of 110 billion won and cumulative sales of 6 billion.
Ho-Bang, named after short of’Bread that is hot and eaten with your mouth,’ is a product that properly enjoys winter cold. However, industry evaluation is that Hopan’s record so far is great to interpret as simply’the economics of weather’. In particular, considering the recent economic downturn and declining consumption trends, the growth trend is surprising. Unlike in the past, when there weren’t many foods to eat, ho-pan was a high-end bread, and even now, when there are many types of bread and snacks as substitutes, it is uncommon for ho-pans to be sold on fire.
Hopan was released in October 1971 as’Korea’s No. 1 Winter Bread’. At that time, the heating was not good in winter, so the bread on the shelves of the SPC Samlip agency was often frozen. SPC Samlip and its agency had to suffer from heartburn because the products were not sold in winter. The late SPC Group Honorary Chairman Huh Chang-sung, who thought that only by making winter bread, could escape from the sluggish sales, came out with an bread after research and development. The reaction was explosive. Although it was sold only for a limited period from mid-October, when the cold began in earnest to February of the following year, it accounted for 15% of SPC Samlip’s annual sales at the time.
Continuous new product development
SPC Group Chairman Heo Young-in, the son of Honorary Chairman Huh, brought big and small changes to Hopan. New products reflecting new trends are introduced every year based on traditional long-selling sweet red bean and vegetable hobbang. New products using new ingredients are released every year, such as pizza, sweet potatoes, buldak, milk, burgers, golden egg, and bread. From 2016, the quality of Hopan has been improved by applying’native yeast’ developed by itself. As a result, both middle-aged consumers and younger generations are consuming buns. The sales share of new anpans released every year reflecting trends has steadily increased, rising from 10-20% of sales to 30% last year by 2016.
New products that are diversifying every year also hit this winter. New products that maximized the spicy taste, such as’Senbuldakho-bun,’ filled with spicy buldak ingredients, and’Sensacheon-jajangho-bread,’ with spicy Sacheon-jajang, attracted a favorable response from young customers. In addition, collaboration products targeting young people such as’Minions Banana Hopan’ and’Hersh Choco Hopan’ also gained great popularity, with more than 5,000 related posts posted on SNS (Social Network Service).
Marketing·Channel Customized Product Strategy
Various marketing is regarded as one of the driving force behind this year’s largest sales breakthrough. The popularity of’Hojjimyi’, which was introduced as Goods, led to online sales growth. The ho-pan mini steamer’Hojjim-i’ and ho-pan set were introduced at’KakaoTalk Gift’ in early October, and all 20,000 pieces were sold in about an hour. Marketing that familiarizes consumers with the publication of the’Samlip Hopan Brand Book (Hoppang Book: The Archive)’, which contains the warm story of Hopan through the publishing company Urban Books. I also focused on.
The customized product strategy for each distribution channel is also a driving force. SPC Samlip launched’Manjindu Bun’ for warehouse-type stores such as E-Mart Traders in 2018. In 2019, Hopan, a witty product name, was introduced aimed at the younger generation who frequently visit convenience stores. It also led growth by targeting the delivery market and online channels in line with lifestyle changes. ‘Hahahopan’, a national collaboration product of delivery, got a good response in contact with the delivery culture trend. In the case of’Samlip Hopan Special Edition’, which consists of a mini humidifier and Samlip Hopan, it was sold out in 1 hour after being released at Kakao Talk and online shopping malls.
An official from SPC Samlip said, “We plan to carry out various promotions and marketing campaigns,” and said, “We will continue to strive not only to achieve the highest performance ever, but also to reborn as a true national brand loved by everyone.”
Reporter Sunae Lee [email protected]