Lifestyle goods of Hyundai Construction Equipment satisfying even the “satisfaction-oriented” MZ generation

Currently, a new consumption trend called "Nasimbi,” which roughly translates to "cost-effectiveness for my psychological satisfaction," is sweeping through the MZ (Millennials and Gen Z) generation. The term Nasimbi focuses on an individual's psychological satisfaction. The younger generation is fanatical about products that reflect their values and preferences. For example, they are not only highly interested in products from their favorite brands, but also buy up goods centered around their lifestyle, outside the brand's main business area.

Hyundai Construction Equipment shows renewed attention on its customers, with various goods closely related to customers’ lifestyles, such as fashion, miniatures, stationery, watches, bags, and outdoor products. Hyundai Construction Equipment also instills a young image of New Hyundai in customers including those who are in their teens and 20’s by releasing goods reflecting its revamped visual identity. In addition, Hyundai Construction Equipment plans to increase customer loyalty by strengthening communication with the MZ generation and female customers and using famous online retailers as well as social media and live commerce as sales channels.

“Cool Summer Edition” pre-sale

Hyundai Construction Equipment is pre-selling fashion goods designed for increased convenience in everyday life at the online HCE Shop (www.hceshop.com) and social commerce Kakao Store from June to July.

“Cool Summer Edition” goods, which will cool down customers in the sweltering summer, were sold during this event. Goods on offer include short-sleeved t-shirts, jumpsuits, hot summer family looks, and cool fashion masks. The short-sleeved t-shirt collection effectively expresses the powerful brand image of Hyundai Construction Equipment, a heavy equipment manufacturer, by displaying its products and logos as illustrations. While short-sleeved t-shirts are designed for stylish customers, jumpsuits are perfect for customers preferring practicality and usability.

The hot summer family look is catching popularity among customers running businesses with Hyundai excavators, because Hyundai excavators are illustrated as cartoons and emblazoned with the phrase “I Love Hyundai/My Excavator.”

Products ordered during the 1st pre-order period (from June 18th to 30th) included 3 types of short-sleeved t-shirts, 4 types of hot summer family looks, and cool fashion masks. Six types of short-sleeved t-shirts were ordered during the 2nd pre-order period (from July 1st to 12th). Jumpsuits are available for order from July 12th to 26th. Purchasing customers will receive a 10% discount during the pre-order period.

Hyundai Construction Equipment plans to post popular storytelling contents based on its goods on its SNS channels to spread the news to more customers. These viral contents will emphasize the usefulness of Hyundai Construction Equipment goods closely related to consumers’ lifestyles.

“We planned an event for a cool summer edition sale as a reward for the customers who have been loyal to Hyundai Construction Equipment. We will increase brand awareness by developing goods for the MZ generation, kids, and female customers, besides the customer groups where we have already developed a strong sense of brand awareness, and by releasing goods in consideration of customers' lifestyles,” said one official from the Hyundai Construction Equipment brand marketing team.  

▲ 3 types of short-sleeved t-shirts sold during the 1st pre-order period (from June 18th to 30th)

▲ Hot summer family look sold during the 1st pre-order period (from June 18th to 30th)

Planning to expand to construction equipment products, in addition to MD products –

Three-step roadmap for expanding an online business model—operating domestic open market, establishing an online official mall, moving into overseas social commerce and e-commerce stores

Hyundai Construction Equipment plans to establish a global integrated e-commerce platform that encompasses social media such as Facebook, Instagram, Kakao Channel (where it already has a presence), and various other platforms such as internal/external e-commerce, Internet, and videos. To do so, Hyundai Construction Equipment will 1) move into and operate Kakao/Naver open market in the 2nd/3rd quarter of 2021, 2) open an official online mall in the 2nd quarter of 2022, and 3) expand its online business overseas in 2023. The plan was established to respond to the trend of increasing online product sales and to preoccupy the e-commerce area of the global construction equipment market.

This integrated platform will analyze sales and customer behavior pattern data generated by multiple channels throughout the entire process, from customers' product awareness to brand search, product comparison, and purchase. The platform will provide a systematic customer experience that connects each phase of the process and optimizes customers’ purchase and service use.

Consumer’s attraction to the brand will be increased further in non-face-to-face trading with a strengthening of its unique differentiated identity, interest, reasonable price, and convenience factors, in addition to a systematic customer experience. Hyundai Construction Equipment plans to sell collectibles by holding a live commerce event in August of this year as part of these exciting activities.

▲  Online 'HCE Shop (www.hceshop.com)', the official website for HCE's lifestyle goods