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Dongsung Rannce Cream Sales Soaring thanks to Word of Mouth among Wang Hong
Selling like Pancakes
Dongsung Rannce Cream Sales Soaring thanks to Word of Mouth among Wang Hong
  • By Lee Song-hoon
  • July 19, 2018, 13:37
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Dongsung Pharmaceutical has sold 60,000 Dongsung Rannce Cream products for about a month since June 18 through China’s Wang Hong.
Dongsung Pharmaceutical has sold 60,000 Dongsung Rannce Cream products for about a month since June 18 through China’s Wang Hong.

Dongsung Pharmaceutical's functional whitening cream, Dongsung Rannce Cream, is selling like pancakes thanks to the word of mouth among Wang Hong in China. Wang Hong, a newly coined word by combining internet (Wang Luo) and celebrity (Hong Run), refers to internet stars who are active in China’s online and SNS. Dongsung Pharmaceutical sold 60,000 of the product through Wang Hong for about a month since June 18.

With the soaring popularity of Dongsung Rannce Cream in China, Wang Hong with more than 800,000 followers such as “Lowlow” and “Vivianshow” visited Dongsung’s headquarters and held a live show. Last June, Dongsung’s official in charge of the brand, Rannce, was invited to China and held a live show.

Dongsung Rannce Cream is a product that affects the production and release of melanin, the cause of spots and freckles, and helps develop clear and bright skin. It inhibits the activity of melanocyte, which is a mother cell of melanin cells, and prevents the overproduction of melanin. It lightens the color of melanin and makes spots and freckles less noticeable.

An official of Dongsung said, "As of July, more than 300 Wang Hong, who have stores in Taobao, sold Dongsung Rannce cream. We plan to enter major online shopping malls such as Taobao, Jingdong.com, and Gmay to expand our sales channel in China.”

Dongsung signed an export contract with Art Face, a global cosmetics distributor, in April and introduced the brand, Rannce, to the Chinese and Hong Kong markets. The company plans to supply 1 million Dongsung Rannce Cream products to Art Face by September, which will be to achieve three-year sales goal set in April within only six months.