What: After exiting Coupang, Shinsegae creates alliances to counter its influence.

Why it is important: Would that be an example for worldwide retailers in front of Shein?

South Korean retail giant Shinsegae Group has partnered with major retailers to counter the influence of e-commerce operator Coupang.

Gmarket, Shinsegae's online shopping subsidiary, is running a promotion with Auction, CJ Cheiljedang Corp., LG Household & Health Care Ltd., and Coca-Cola Korea. The promotion offers a 15% discount coupon for Shinsegae Universe to members of Gmarket and Auction.

Additionally, Shinsegae plans to launch a collaboration package event where customers can receive a free LG H&H product when purchasing a CJ Cheiljedang product, or vice versa.

This move is seen as a joint response by Shinsegae, CJ Cheiljedang, and LG H&H to curb Coupang's influence, following a pricing dispute that led CJ Cheiljedang and LG H&H to withdraw from the e-commerce retailer.

Shinsegae seeks alliances to counter e-commerce pure player Coupang