December 1 2017  |  Retailers

The Shilla Duty Free targets Chinese millennials at China Day event

By Hibah Noor

Shilla promoted exclusive benefits and products to Chinese students

The Shilla Duty Free’s China Day evening for Chinese students took place on November 27 at Yonsei University, Seoul

Shilla offered gifts to students who had recently signed up as members of The Shilla On-line Duty Free

Leading South Korean operator The Shilla Duty Free participated in a recent China Day event for 2,000 Chinese university students in Seoul to attract Chinese millennials.

During the gathering on November 27 at Yonsei University’s campus, the company offered Chinese students various benefits and events, in a bid to revitalize its China marketing after a tough year.

China Day is a cultural evening event for Chinese university students studying in Seoul. Since 2013, the Chinese embassy, business figures and students have enjoyed the annual event. This year, about 2,000 students celebrated and watched various Chinese traditional performances.

The Shilla Duty Free participated in this year’s event as one of the main sponsors. The operator explained: “The millennials, born between the 1980s and 2000s, are the most promising customer segment for the travel retail industry thanks to their explosive demand for travel and shopping. Chinese university students best represent the millennials, and The Shilla Duty Free tapped into their mindset during the China Day event.”

The Shilla Duty Free offered gifts to students who had recently signed up as members of The Shilla On-line Duty Free and promoted exclusive benefits and products.

A week before the event, Shilla promoted China Day at nine universities in Seoul, including Yonsei, to encourage the students’ participation.

During the evening, new Shilla On-line members who attended the event could get US$280 Shilla On-line shopping mileage, a free upgrade of online membership to Red class (giving up to an additional 20% discount) and an offline shopping coupon of KRW10,000 (US$9).

In addition, in collaboration with Korean beauty brands, Shilla gave away nine beauty products from eight brands, including Donginbi, Clio, and Banila C.

Around 90% of The Shilla On-line’s duty free sales come from millennials, the company reported. In addition, the online channel’s portion of gross Chinese sales has grown from 2% to more than 20% over the past four years.

A Shilla spokesperson said: “It’s a great honor and privilege to be a part of event like China Day celebrating Chinese culture and the young generation’s passion for that.

“The Shilla Duty Free prepared online duty free membership benefits to cater to the millennials’ strong need for online and mobile shopping. Shilla will continue its effort to tap into China’s young generation.”

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