LOCK&LOCK은 중국에서 어떻게 성공할 수 있었는가 = How can LOCK&LOCK lead the way in China

다국어 초록 (Multilingual Abstract)

Lock&Lock containers have transformed small trading company into global household and has quickly controlled the market with high ranking products. Lock&Lock specializes in manufacturing kitchenware, securing 60% share of the domestic market and exporting its products to more than 130 countries as a global company. Lock&Lcok became the brand leader in the Chinese market because of product quality, new marketing techniques.
First, Lock&Lock is a totally new concept in air&liquid tight containers. With revolutionary four locking mechanism and a resilient silicon seal, food is kept fresh for longer without having to worry about any leakage. Second, Lock&Lock positioned itself as a high-end quality brand in China. So they import from Korea factory and sale the products to China’s flagship store. Third, Lock & Lock has secured a variety of distribution channels using a localization strategy. And Lock&Lcok unlike most of the companies, they entered the global market first before they raised brand awareness in domestic. This case very worth due to the success in overseas expansion, before advanced South Korea. We analyze how was Lock&Lock able to transform their success into a sustainable business model by using the findings in strategic marketing analysis.

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