The number of people who shop at the traditional marketplaces has decreased in the last few years. As such, traditional markets are now hard to find. Instead, there are a lot of large markets around us, such as E-mart and Homeplus. In other words, traditional markets are gradually losing out to large-scale distributors. Actually, most people patronize large markets because these are more convenient, but these deprived the farmers of spaces for communicating with the consumers. Accordingly, Seoul Metropolitan Rapid Transit Corporation started to run the business called ‘subway market’ for the purpose of cross-fertilization between cities and farm villages.
What are the ‘subway markets’?
Subway 5678 Happy Market is a direct-transaction venue for selling fresh crops from reliable countries of origin. Branches of this market can be found in 30 stations, including Mok-dong and Chungdam Station, at lines 5-8. Subway markets have the objective of fostering interaction with the metropolis, particularly with the suburban areas, through the Seoul Metropolitan Rapid Transit Corporation. The consumers residing in the capital area can buy high-quality vegetables at reasonable prices from these markets. Besides, producers can secure steady incomes by selling their products there. These markets will thus help boost the local economies. As the markets began their operations in January 2009, the local self-governing bodies have participated in the project for three years now.
What Have Been the Effects of the Subway Markets?
Twenty four millions customers patronize these markets, and their profits have come to exceed USD 28 billion. In these markets, the consumers can purchase fresh crops at low prices, and the farmers can increase their profits, because the distribution stage has been eliminated, along with the hefty profit margins imposed by the distributors. Many of the specialties of this region, such as the turmeric from Jin-do and the corn and native Korean beef from Gangwon-do, can be bought in these markets. Also, in Happy Market, you can purchase not only in-season vegetables but other healthy foods as well, from reliable producers. Learn more about Happy Market through the homepage of Seoul Metropolitan Rapid Transit Corporation (www.smrt.co.kr).
How Do People Feel about the Subway Markets?
Most people react positively to the subway markets. Especially, those who are patronizing the subway markets spread their opinions about these through Internet communities. ST interviewed a Soongsilian who has been to a subway market: Kwon Kyung-eun (Business Administration, 10).
ST: Why did you go to a subway market?
Kwon: I chanced upon promotional materials about the subway market, and I became curious. Doing one’s marketing in a subway struck me as a very fresh concept and seemed exciting to me, so I went to a subway market with my mother.
ST: What are the differences between subway markets and large markets?
Kwon: Similar to the traditional markets, the subway markets sell crops and marine products directly. The subway markets also have low prices, and are very attractive.
ST: Do you have any plan to shop again at this market in the future?
Kwon: Although I have been to the subway market only once, I think that it’s an excellent idea for all people. The prices of the crops are reasonable. Also, the specialties of many regions that can be found there are exceedingly interesting. For these reasons, yes, I have plans to do my marketing at the subway markets from now on.
A few years ago, the suppliers were more powerful than the distributors. For this reason, the farmers could cultivate crops and sell these directly. This resulted in the prosperity of the traditional markets. The pleasing appearance of the giant retail markets, however, made it hard for the farmers to sell their products directly in traditional markets, and consequently lowered their incomes. Furthermore, the suppliers and distributors seem to have switched roles. These days, the distributors have made inroads into the markets, so the role of the farmers has become very narrow. The farmers now just sell their produce to large markets. Therefore, the farmers have lost their base, the traditional markets. ST thinks that subway markets can solve this problem to some extent. This is because they provide opportunities for direct interaction between the farmers and the consumers, which can help traditional markets rise again from the ashes.
Kim Ho-yeon (ST Reporter)
20101101@ssu.ac.kr
