Lastly, in my 20s, I began to chop off… “Let’s pull again” Baemin’s ‘dangerous’ place [신현보의 딥데이터]

Posted2024.07.20 17:11
Edit2024.07.20 17:58

Baemin weekly customers register the bottom quantity this yr
Shoppers fell after announcement of tax hike
Retailer homeowners who had been holding out instantly increase costs
Declining buying energy for these of their 20s
Some retailer homeowners have introduced they are going to pull out subsequent month.

Photograph = Hankyung DB Baedal Minjok (app) weekly customers had been discovered to have reached the bottom degree this yr. It’s defined that the variety of customers, particularly customers of their 20s with low buying energy, is lowering as extra corporations increase costs because of the enhance in uncooked materials costs and because it was not too long ago introduced that there’s a rise in charges for Baemin.

Customers of their 20s leaving Baemin

In line with the massive knowledge platform Cell Index on the twentieth, the variety of weekly energetic customers (WAU, Android + iOS, together with duplicates) of the Baemin app within the second week of July was 14,574,658 , a 3.6% lower from the earlier week. This corresponds to the bottom degree this yr. Particularly, the WAU of these of their 20s confirmed a pointy decline, down about 7%. These of their 30s rose by 3%. At Baemin, customers of their 20s make up the most important share, round 35%. These of their 30s make up about 25%, and people of their 40s make up about 20%. tax charge from 6.8% to 9.8% from the ninth of the subsequent month. The stunning information began with the No. 1 firm with a market share of 60% controversy, based mostly on retailer homeowners. Self-employed individuals complained that the tax burden was too nice, and customers raised issues about rising costs.

After that, Baemin defined on its web site, “This charge plan reform solely applies to Baemin 1 Plus, and for the reason that supply price that the enterprise proprietor has diminished, the brokerage price and the supply price have to be thought of collectively. ” Regardless of this clarification from Baemin, the judgment is that what customers really feel is totally different. Lee Eun-hee, professor of shopper research at Inha College, defined, “As modifications in meals costs are step by step mirrored, evidently customers, particularly these of their 20s and people with low buying energy, refusing to ship. ” He careworn, “Even when supply prices are diminished or virtually free, the value enhance itself generally is a burden to customers. “

Over the previous two to a few years, the self-employed group has continued to complain about retailer homeowners threatening to lift meals costs because the burden of meals substances and labor prices enhance. . On this state of affairs, it’s understood that some self-employed individuals who had been holding out for therefore lengthy have determined to lift costs forward of Baemin’s tax enhance announcement. Mr. A, the proprietor of a Korean meals supply restaurant in Yeongdeungpo-gu, Seoul, mentioned, “We raised the desk for one individual with 1,000 we gained and the remaining gained with 1,500 we could not proceed any longer, so we determined to lift the value.” “I really feel sorry for them, but when we do not do that in a state of affairs the place we’ve got suffered lengthy sufficient, we should shut our enterprise,” he complained.

Retailer homeowners “increase costs” or “go away to match the rise”

Along with retailer homeowners who don’t have any different selection resembling Mr. A, there’s a motion of retailer homeowners who’re attempting to ‘lower off’ Baemin. The variety of customers of the ‘Baemin Boss’ app, utilized by retailer homeowners registered with Baemin, has decreased for the second week, reaching 255,669. That is just like the bottom degree this yr, the third week of June (255,491 individuals). As anticipated, retailer homeowners of their 20s led the decline. President Bae Min’s WAU in his 20s fell by about 5% in a single week, recording the largest drop. Graph = Reporter Shin Hyun-bo It’s estimated that retailer homeowners of their 20s, who’re inexperienced however conscious of traits, have clearly introduced that they’re breaking apart with Baemin. These of their 30s (3.2%), 40s (1.2%), and 60s or older (7.9%) look like strongly motivated to extend their reliance on supply earlier than the value will increase.

The truth is, within the self-employed group, there are bulletins like “I’ll solely ship till Baemin’s tax will increase, after which I’ll cease,” and “I’ll ship immediately and plan to withdraw when the replace (worth enhance) is occurring subsequent month,” and not too long ago, there are even posts sharing tips on how to withdraw from Baemin.

The Nationwide Affiliation of Franchise House owners criticized, “In a state of affairs the place the working revenue ratio of franchise homeowners (franchise) is barely 6.6% as of 2022, a rise in Baemin chapter charges might enhance the chance of retailer homeowners going out of enterprise. .”

Shin Hyun-bo, Hankyung.com reporter greaterfool@hankyung.com