Trend Report

[Why wadiz? #5] Why Christmas trees sell well on wadiz

와디즈

2024.11.19

This content is part of the
<WHY wadiz?> series's
Episode 5: The Christmas Tree Edition.

Don't forget to bring this!

Wadiz’s Christmas tree products are emerging as a prime example of successfully adapting to seasonless trends.
Members of the MZ generation use personalization to vividly reflect their preferences and tastes in products.
We must consistently persuade our core customers—those who take an interest in our products—by highlighting their appeal.

Christmas in the Middle of Summer

What comes to mind when you think of Christmas? For me, it’s definitely the Christmas tree. Other symbols that come to mind include Santa Claus, snow-covered landscapes, and carols. We now live in an era where these symbols aren’t limited to the Christmas season. In other words, the day has come when Christmas trees are loved even in the middle of summer.

There’s No Such Thing as Perfect Timing

J.Dot, Which Raised 1.1 Billion Won with Its Christmas Tree / Source: wadiz

In 2022, the Jaydot Christmas tree raised 1.1 billion won on wadiz. It garnered attention as a phenomenon back then, and that trend continues into 2024. What’s important is that this year, Christmas trees started appearing as early as summer. Interest hasn’t waned compared to winter either. Many products generated high sales ranging from 5,000 to 300 million won. Thiscan be explained by the “seasonless” trendthat transcends specific seasons.

Have you heard the term “Eoljuka”? It means “I’d rather freeze to death than give up my iced Americano.” It refers to drinking iced Americano even in the dead of winter—and I’m an “Eoljuka” myself. Starbucks, having read this trend well, ran an iced Americano promotion in the middle of winter. Other coffee shop franchises also held similar promotions, and it’s said that the share of sales from iced drinks remains steady even during the winter season. The idea that you should only drink iced drinks in the summer is already a thing of the past.

There’s no such thing as “perfect timing” anymore . I buy something right away when I need it or when I decide it’s a reasonable purchase after considering various factors.The same goes for Tree.If I think a product is good and I want to buy it, I just buy it. No other criteria are needed. On wadiz, Tree’s products have adapted well to the “seasonless” trend. Rather than seeing a surge in sales only during the Christmas season, they’ve been winning over the public since summer by highlighting their unique appeal.

Now, Christmas trees are also premium

When I look at Christmas trees on wadiz, the word “premium” is the first thing that comes to mind.Not only arethe price rangeshigh—from 300,000 won to over 1 million won—but many of them also feature large sizes and lavish ornaments. And all of these products have achieved high sales figures. I’ve heard that people are tightening their purse strings in this era of high inflation, so why are Christmas trees with increasingly higher average transaction values appearing?

A trend that never goes away in the retail industry is “value for money.” Convenience stores are each rolling out value-for-money products, and supermarkets are competing on the lowest prices. You’re probably already familiar with the value-for-money boxed lunches found at convenience stores. But apparently, that wasn’t enough, so they’ve even launched a “Reasonable Price” series. On the other hand, however, there are high-end products like fine dining and whiskey. What’s interesting is that we’re consuming both at the same time. We spend generously on things we’re interested in, but we’re frugal with things we’re not particularly interested in—all so we can spend more on what we care about. So, for things we’re not interested in, we go for value for money, and for things we are interested in, we pursue premium options.

The same goes for Christmas trees. If you’re interested in interior design or want to set up a tree in a corner of your home to fully enjoy the holiday atmosphere, you’ll likely go for a premium tree. For those who want to feel the festive spirit by gazing at a tree as they look forward to Christmas, the premium price tag isn’t a concern. So it’s not at all surprising that premium-grade trees are selling well. In conclusion, it’s important to earnestly persuade those who are interested. And wadiz’s trees have successfully won over their core customers.

The Decorating Craze: Trees Need Decorating Too

I think another factor in their popularity is the trend of customization.Have you ever heard the term “byeol-dakku”? It means “decorating just about everything.”Decoratinga diaryis called “dakku,” and decorating a phone is called “phon-kku.” These days, people even decorate their tumblers. In fact, one of the many factors that brought Stanley tumblers into the spotlight was the availability of customization items. This trend reflects the characteristics of the MZ generation, who have grown up clearly expressing their preferences and tastes more than previous generations. They don’t relate to cookie-cutter products that look like they were mass-produced in a factory. However, since it’s difficult in reality to own a truly unique product, they’re expanding the scope for expressing their individuality through customization.

The trees featured on wadiz offered plenty of elements for customization. There weremany options to choose from based onindividualtastes, and there was also room to get creative. Essentially, they provided an opportunity for people to create their own unique tree after receiving their shipment. You could even call it “tree customization.” Now, rather than simply focusing on “timing,” we need to remember that the way to attract attention is by reflecting tastes and DIY elements that resonate with the public. Talking about Christmas trees has made me want to buy one myself. I think I’ll have to look for a tree to enjoy even in the middle of summer.

<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
[Why wadiz? #3] Why wadiz is a breakthrough for fine dining
[Why wadiz? #4] Why the Publishing Industry Is Flocking to wadiz
[Why wadiz? #5] Why Christmas trees sell so well on wadiz

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

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