2 million users evaporated in 13 days! South Korean e-commerce giant Coupang is in crisis of consumer boycott

South Korean e-commerce giant Coupang has been the target of public outcry for its high-intensity work environment, arrogant attitude towards sellers and other controversies. Recently , a fire at the Deopyeong Logistics Center in Icheon City that killed a firefighter has put Coupang in the spotlight.

As a result, Coupang has faced a fierce wave of platform consumer boycotts this month. The number of Coupang app users, which had exceeded 10 million at the beginning of this month, has dropped to 2 million in less than half a month .

According to the mobile index compiled by IG Works, a mobile big data platform company , as of June 20, the number of Coupang app users (Android and iOS users combined ) was 8,179,963 .

Last year, due to the epidemic, the number of users of the Coupang application has grown steadily, reaching 10.211193 million on June 7 , breaking the historical high. However , in just 13 days, 2 million users ( 20% of users ) " evaporated " .

Among them, Coupang app lost 470,000 users in the four days after the Icheon Logistics Center fire . Compared with June 7, the number of users of all age groups decreased as of June 20. Among them , the number of users in their 20s decreased by 24.5% (222,193 people), followed by those under 20 years old at 21.6% (163,660 people) and those in their 30s at 19.9% ​​(165,032 people).

In addition, the number of users over 60 years old decreased by 19.5% ( 242,370 people ) , the number of users in their 50s decreased by 18.6% ( 115,521 people), and the number of users in their 40s decreased by 17.3% (168,660 people ).

Looking at the situation by age group, the core customer group of 20 to 30 years old has the highest rate of leaving. People in their 20s and 30s are the second largest user group of Coupang after those in their 40s, so the impact could be quite large.

The sales of Japanese Rising Sun Flag-related products and the death of Coupang Eats store owners after June 21 have further deteriorated Coupang's user index. Although Coupang immediately stopped selling Rising Sun Flag-related products registered by sellers , it was still accused of "failure to monitor sales."

Coupang has always been called the "Amazon of Korea" and has developed in the same way as Amazon. However, even Amazon's attitude towards its employees has been widely criticized. Therefore, Coupang can also take this crisis as an opportunity to re-examine the overall operation of its own business and make up for and change its image in the minds of the Korean people with a good attitude .

After all, today's consumers not only demand services, but are also very sensitive to the fairness and ESG (environmental, social, and governance structure) behind the company .

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