[Why wadiz? #2] Why direct-import products on wadiz generate sales in the hundreds of millions

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<WHY wadiz?>
series.

Don't forget to bring this!

• We used wadiz funding to gauge public demand and set our direction.
• The number of customers looking for products overseas, beyond the domestic market, is growing.
• wadiz serves as a gateway to meet the needs of consumers seeking new experiences.

The Age of Direct Purchases

Not long ago, I bought an album by my favorite musician through overseas shopping. I remember my heart racing as I tracked the shipment and watched it get closer and closer to me. The problem, though, was that it took quite a while for the package to be delivered to me after it arrived in the country. Customs clearance, in particular, took a long time—and when I looked into it, I found out that because overseas shopping has become so popular these days, it takes a considerable amount of time to clear customs after a package arrives. It really made me think we’re living in the age of overseas shopping. 

Thanks to the popularization of direct imports, we can now find and buy exactly what we want.Lookingback, we used to have to simply give up on products that weren’t available domestically.But now, instead of giving up, we search for places where we can buy them. An interesting fact is that direct imports have even made their way onto wadiz. You might wonder why direct imports are on wadiz. But if you look at the trends, wadiz and direct imports actually have a lot in common.

A “Win-Win Strategy”
Resolving Uncertainty

Herman Miller Reached 700 Million Won in Just One Week / Source: wadiz

A prime example of direct imports on wadiz was Herman Miller. While it’s a brand well-known among chair enthusiasts, its products were difficult to purchase easily . Thanks to wadiz paving the way for direct imports, many people were able to experience Herman Miller.The campaign’s success in raising over 100 million wonproved just how much interest there was. In fact, the biggest problem Herman Miller faced was “uncertainty.”As the brand gained popularity, domestic importers were eager to expand their business, but they couldn’t be certain whether the general public would respond positively. Of course, if they ran aggressive promotions targeting serious chair enthusiasts, there was definitely potential—but even so, it was difficult to completely eliminate the risk. 

Piccadilly, an overseas import that was a huge hit on wadiz / Source: wadiz

This is precisely why direct purchasing through wadiz is gaining traction. It allows risks to be mitigated through preliminary demand surveys. Once the risk is eliminated, there’s more leeway to come up with ideas that benefit the general public, such as offering various perks to buyers. This creates a “win-win” situation for everyone.While eliminatinguncertaintymight not exactly be considered a trend, that doesn’t mean it isn’t a phenomenon. There’s a trend known as “check-shoppers.” This term refers to consumers who meticulously examine every detail, and it originated with the “vegan” movement. To follow a vegan lifestyle, one must carefully examine food ingredients, and people who rigorously carried out this process were called “check-sumers.” However, the term now also encompasses the practice of meticulously checking business-related matters, such as mitigating business risks. This is because there are now many more factors to consider, such as rapidly changing economic conditions and the influence of the international political landscape. 

While identifying and mitigating risks benefits distributors, it ultimately helps the general public as well.Ifdistributorsare unable to focus on the public due to these risks, the public ultimately bears the full brunt of the consequences. Wadiz’s interest in direct imports stems from the fact that, in today’s era of “check-sumers,” this trend can create a positive outcome for both companies (distributors) and the public. If there are products you’d like to introduce to the domestic market but have hesitated due to risks, I hope you’ll actively use wadiz funding to mitigate demand risks.

The public always wants “experience”

There are many examples of successful direct imports on wadiz, not just Herman Miller. If you think about the reason more deeply, you’ll find the word “experience.”

Think about the Dubai chocolate that caused a sensation. It was featured on social media in various ways, such as purchase proof posts, and the Z-Alpha generation—influenced by this—led the trend. Ultimately, you could say that the public, craving new experiences, responded to it. Since chocolate is such a familiar item, people were lacking new experiences with it. Dubai chocolate discovered a unique aspect of the chocolate experience through new elements like kadayif.

Wadiz is not only the exclusive distributor for Herman Miller but also for Piccadilly shoes and Mayani chocolate. If we consider thisin conjunction with the Dubai chocolate I just mentioned, one common thread becomes clear : they all offered new experiences.Direct purchasing—which allows products to be introduced to the domestic marketfor the first time—has become a channel for providing new experiences. At the same time, it has served as a catalyst for expanding the range of experiences that products can offer. It’s a concept that perfectly aligns with the trend of seeking experiences. 

In this era of consumption driven by personal taste,
Everyone has their own preferences

A close friend once asked me, “Why on earth do convenience stores keep coming out with products in such unusual flavors?”It’s true. Let’s take potato chips as an example. The potato chips we’re all familiar with are usually salty and crispy. But recently, a variety of flavors have emerged, such as mango, lime mojito, and brown sugar. It’s not just potato chips—there’s a growing trend of unique products that take us by surprise. Let’s go back to my friend’s question. Why is that? I replied,“Everyone has different tastes.”

“Taste-driven consumption”literally means consuming based on personal taste.It refers to a consumer trend where people no longer simply follow dominant tastes, as in the past, but instead create their own unique styles. That’s whyDIY-style consumption is gaining popularity, but companies are also increasingly choosing to discover and launch new, marketable tastes. Herman Miller was a prime example of taste-driven consumption. People’s preferences for chairs can vary widely. What they look for in a chair can also differ from person to person. To satisfy these diverse needs, new chairs are essential. Existing products simply can’t appeal to everyone. Ideally, we seek out a variety of products that match these preferences, even considering overseas markets. That’s why direct imports are essential for wadiz. 

There are likely still many differing comments regarding Herman Miller’s “huge success.” What’s importantis that wadiz is focusing on direct imports because it’s one of the best solutions that reflects consumer trends.Whilethe specific productsmay change, given that we live in an era of “taste-driven consumption” and trends that prioritize the individual, it’s reasonable to predict that more successful examples will emerge. There’s also a high likelihood that people will seek out products not yet introduced in Korea in search of new experiences. So, take a fresh, trendy look at wadiz and direct imports. It might just solve those lingering concerns you’ve had about product launches. 

<WHY wadiz?> Series

• [Why wadiz? #1] Why the “Aesabi” craze began on wadiz
• [Why wadiz? #2] Why Direct Import Products on wadiz Generate Sales in the Hundreds of Millions

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Written by No Jun-young, Edited by Jeon Su-yeon