L’Occitane, a listed French luxury retailer of body, face, hair, fragrances, and home products, shows positive growth in Korean Kakao Commerce, specifically Kakao Gift. Although it has a well-established position in the market of gift giving in South Korea, numerous local and global competitors have entered the market.
L’Occitane is now facing ever-growing competitive pressure in the Korean Mobile commerce market and the Kakao Gift platform. Therefore, the client reached out to Daxue Consulting to research Korea’s mobile commerce market, assess their competitors, and provide recommendations.
As the client needed to understand both the market and the competitors simultaneously, Daxue Consulting started with desk research focused on benchmark analysis and case studies detailed in the three steps below:
The first step was to gain a general understanding of the mobile commerce landscape in Korea. This meant conducting secondary research via Korea-centered databases, the internet, and industry reports to understand:
Daxue Consulting delved deep into L’Occitane’s top critical competitors in the Korean top beauty/cosmetic e-commerce market. Cross-comparing the following perspectives, it identified the must-have strategies for the client.
The main objective is to clearly understand competitors’ best practices on KakaoTalk and how L’Occitane can maintain its competitive edge. Some of the strategic deliverables Daxue Consulting investigated were:
Daxue Consulting presented its findings along with actionable recommendations to the client via an executive market report, and the client implemented the recommendations and maintained its leading position on Kakao Gift.
