Yonsei Dairy

Founded in 1962, Yonsei Dairy has led Korea's dairy industry for more than 60 years. With a wide range of products, from milk to soy milk and fermented dairy, it supports consumers' healthy everyday lives, and by putting quality and safety first it has become a trusted food brand.

Building on the trust it has earned over decades, Yonsei Dairy has made it a priority to protect product quality and brand value consistently in online retail as well.

New challenges that came with online growth

As sales grew quickly, led by online channels, overall revenue expanded sharply. But the number of sales channels and resellers grew just as fast, and the company ran into a structural limit: profitability was not improving along with revenue.

With so many resellers mixed together online, adjusting pricing policy or raising prices was hard in practice, and unintended low-price sales kept rippling through the whole market.

A complex distribution network that made prices hard to control

Because Yonsei Dairy works with many distribution partners, it was hard to see the weak points across its supply chain at a glance. Prices fluctuated again and again on certain channels, but tracing where those swings started was difficult.

Offline retailers, which carry many brands side by side, kept asking about online price swings, and the sales and e-commerce teams found themselves constantly checking and responding to price changes and gray-market distribution.

For a food brand, gray-market distribution and price disruption go beyond revenue. They can affect product safety and trust in the brand.

Marq AI turned distribution into something the company could manage

Yonsei Dairy concluded that it needed more than a way to “spot” gray-market distribution: it needed a structure to manage and control it continuously.

It chose MarqVision's Marq AI for three things:

• broad platform monitoring coverage
• analysis of repeat patterns at the seller level
• an automated workflow that runs from detection to enforcement

Together, they matched exactly what Yonsei Dairy needed.

Above all, the ability to track resellers who reappear under new account names or selling methods by their seller patterns, not just URL by URL, was a turning point in managing the gray market structurally.

Change you can see in the numbers: stable prices, better margins

After Yonsei Dairy adopted MarqVision in April 2025, gray-market distribution and price disruption online were gradually cleaned up, and market prices began to stabilize noticeably.

As a result, Yonsei Dairy was able to raise its supply price to Coupang. This was not just a price adjustment: it was a better profit structure, built on a more orderly online market.

With Marq AI's automated monitoring and enforcement, gray-market exposure fell by up to about 60% on the major platforms, and the enforcement work that one e-commerce team member used to handle by hand dropped by more than 70%.

Yonsei Dairy no longer cleans up after problems appear. It now has a system to manage and control distribution issues before they happen.