E-Mart 24 will launch its new private label brand, "Ye!low," on the 1st of next month, strengthening the competitiveness of its private label (PL) products. With a growing number of customers prioritizing rational consumption in this era of high prices, E-Mart 24 is committed to pursuing a differentiated product strategy based on quality and concept, rather than simply competing on price.
"Yellow" signifies "Ye for quality! Low for price," and also symbolizes E-Mart 24's signature color, yellow. The brand revolves around three concepts: Amazing Price, New Trend, and Healthy. By category, orange fonts are used for value-for-money products, navy for trendy items, and green for healthy products, creating a visual distinction.
With this launch, E-Mart 24 will consolidate all existing private label products under the "Yellow" brand and gradually add new products. First, 10 existing "I'm e" brand products, including snacks, paper products, convenience foods, and dairy products, will be renewed. Three new products will be added to this lineup, bringing the total number of "Yellow" products to 13.
Yellow's first new product is a trio of zero-calorie mixology drinks called "Fruitea." These products blend fruit and herbal teas, including Yuzu & Mint, Lychee & Chamomile, and Plum & Green Tea. They contain functional ingredients like vitamin B3, zinc, and theanine, targeting consumers seeking both health and flavor.
E-Mart 24 plans to continuously expand its product lineup, tailored to each concept, focusing on the "Yellow" brand. The strategy aims to target a wide range of consumers, from those seeking rational consumption to the health-conscious and trend-conscious MZ generation, thereby increasing both store visit frequency and franchise sales.
