Corona That Made Us Forget Spring... Home Shopping More Fun Than TV

Home Shopping Rush Amid COVID-19 Recession
CJ O Shopping's 'Choi Hwajeong Show', Lotte Home Shopping's 'Lee Sujeong#', Hyundai Home Shopping's 'Wang Yeongeun Talk Together'
Shoppertainment Delivers Both Fun and Information

CJ O Shopping 'Choi Hwajung Show'

[Asia Economy Reporter Cha Min-young] #Yoo Hyun-mi, a working mom in her 30s living in Mok-dong, has refrained from going out for more than half a month. This is because her company has been implementing remote work for all employees for the past three weeks. With a 4-year-old child at home, her concerns are even greater. Her only way to relieve stress is watching TV home shopping. She soothes her cabin fever by watching sophisticated broadcasts that overturn the existing perception that home shopping only sells mid- to low-priced products.

The competition among TV home shopping companies to captivate consumers trapped at home due to the novel coronavirus infection (COVID-19) has intensified. As offline visits to department stores and marts have decreased, they are expanding their customer base by strengthening the 'shoppertainment' function, which combines shopping and entertainment, so as not to miss the opportunity.

According to the home shopping industry on the 21st, the three major home shopping companies?CJ O Shopping, Lotte Home Shopping, and Hyundai Home Shopping?are diversifying their TV home shopping strategies to capture customer demand. They are focusing on TV programs that combine shopping and entertainment, known as 'shoppertainment.' Celebrities appear to provide fun, while fashion experts participate to enhance professionalism.

Lotte Homeshopping 'Lee Sujeong SHOP#'

For example, CJ O Shopping operates fashion and lifestyle-related programs such as 'Choi Hwa-jung Show,' 'Select Shop,' 'Hit the Style,' 'Style Market,' and 'Donggage.' In the case of the Choi Hwa-jung Show, they expanded their reach by launching the YouTube channel 'Isseobili TV' on the 1st of this month. It plans to include unpublished behind-the-scenes stories that could not be covered within the limited time of TV home shopping.

Lotte Home Shopping launched 'Lee Soo-jung SHOP#' on the 11th, featuring Lee Soo-jung, a fashion expert with 19 years of experience as a show host. The program airs every Wednesday at 9:25 a.m. Comedian Hong Rok-gi appears as a guest on Lee Soo-jung SHOP#. The 'Jo Yoon-joo Show,' starring beauty master Jo Yoon-joo with 19 years of experience, has also moved to the prime home shopping time slot of Friday at 8:40 p.m. starting this month.

Hyundai Home Shopping also recruited Wang Young-eun, a famous figure in the home shopping industry, to run the program 'Wang Young-eun's Talk Together.' On the 7th, Wang Young-eun's Talk Together introduced popular models from the 'Beautyrest' mattress collection by Simmons. Despite the highest-priced products being in the 3 million KRW range, they set a record by selling out all the broadcast stock during the show. This marks the third consecutive sell-out since last year.

Hyundai Home Shopping 'A&D' Knit Set-up

The emphasis is, of course, on 'premium' and 'exclusive brands.' Due to the nature of TV home shopping channels being adjacent and broadcasting at the same time, differentiation is a key issue. Launching overseas luxury brands and sharing know-how such as makeup techniques and fashion styling also fall into this category. They are also strengthening their own private brands (PB) that competitors cannot access.

In fact, this strategy has been proven by sales. Hyundai Home Shopping's private brand 'A& D,' launched in collaboration with designers Kim Seok-won and Yoon Won-jung, is heading toward annual sales of 100 billion KRW. For A& D, orders for the spring/summer (SS) new products released this spring increased more than threefold compared to the same period last year, from February 19 to March 9. CJ O Shopping's 'Edge (A+G)' has maintained a top sales position since 2016, playing a key role. Lotte Home Shopping's Lee Soo-jung SHOP# also showcased exclusive products such as 'Derek Lam' and 'Ferragamo' in its launch broadcast, achieving 12,000 sets ordered, 2.9 billion KRW in order amount, and the highest viewership rating in the same time slot.

A home shopping industry official said, "We plan to strengthen professionalism by launching and reorganizing programs featuring veteran show hosts in each field of fashion and beauty."

This content was produced with the assistance of AI translation services.