The Strategic Evolution of Baemin Groceries
🔎 Why You Should Read This
Baemin is shifting from speed to strategy.
By integrating grocery delivery into its dominant food platform, Baemin is building a loyalty-driven commerce ecosystem. This playbook unpacks how membership, private brands, and rider networks are reshaping its competitive position in Korea’s grocery war.
❶ Point of View | What’s Changing?
From a fast delivery app to a strategic commerce platform.
Baemin’s latest moves—including the launch of the “Fry-Day” pop-up and the introduction of the Baemin Club membership—reveal a transition from speed-focused grocery delivery to a deeper focus on lock-in, quality, and profitability.
❷ Inside the Move | Key Strategies in Play
📍 Timeline of Strategic Milestones
| Year | Milestone |
|---|---|
| 2018 | Launched Baemin Market |
| 2019 | Rebranded as B Mart |
| 2022 | Introduced first PB brand “Baemin Easy” |
| 2023 | Launched premium PB “Baegnature” |
| 2024 | Hosted Fry-Day Pop-Up & launched Baemin Club |
🔺 Strategic Triangle
1. Lock-in Strategy – Baemin Club enables free delivery for both food and groceries
2. PB Differentiation – “Baemin Easy” and “Baegnature” aim to boost margins and brand affinity
3. Rider Network – Baemin Connect ensures agile delivery even during volume spikes
🛒 Fry-Day Pop-Up Highlights
Game Zone: Interactive experiences
Quality Exhibit: Demonstration of B Mart’s packaging and freshness process
PB Zone: Baemin Easy product showcase
Goal: Improve consumer trust and increase app engagement
❸ Business Playbook | Strategic Roadmap
| Focus Area | Action Needed | Expected Impact |
|---|---|---|
| Lock-in | Scale Baemin Club membership | Higher retention, better ARPU |
| Private Label | Expand Baemin Easy & Baegnature lines | Better margins, stronger brand identity |
| Rider Ops | Use incentives to stabilize delivery load | Lower wait times, higher service quality |
❹ Market Impact | Shifting Competitive Landscape
Baemin vs. Coupang vs. Naver × Kurly
Baemin is now competing directly with Korea’s top-tier grocery platforms.
Unlike next-day models, Baemin focuses on instant delivery + loyalty integration.
From promotions to permanence
Flash discounts are no longer enough. Platforms must build long-term user habits via subscriptions and product differentiation.
❺ Competitor Matrix | May 2024 Snapshot
| Brand | Delivery Speed | PB Strategy | Membership Lock-in | Ecosystem Strength |
|---|---|---|---|---|
| Baemin | Instant (≤1hr) | Medium (Growing) | Baemin Club (2024) | Strong food base |
| Coupang | Same/Next-day | Strong | Wow Membership | Dominant logistics |
| Naver × Kurly | Overnight | Premium-focused | Naver Plus | Integrated commerce |
❻ Beyond the Numbers | Market Signals & Unknowns
Order surges post-pop-up confirmed by rider reports and app usage metrics
PB product traction remains low — room for improvement in awareness and appeal
Membership competition intensifies as Baemin, Coupang, and Naver lock horns for retention
Rider management critical to scaling groceries without compromising delivery performance
❼ Summary Insight | What We’ve Learned
Lock-in is the new speed. The future lies in retaining customers, not just delivering faster.
PB brands will determine profitability. Without differentiated, exclusive products, margin pressures remain.
Winning the rider supply game is essential. Logistics capacity is a competitive advantage, not just a cost center.