Public Home Shopping to Promote 'Mobile Live Commerce' Business
Mobile Live Platform Construction TF Organization
[Asia Economy Reporter Kim Cheol-hyun] Gongyoung Home Shopping announced on the 3rd that it has established the 'MLC Business Division' to promote a differentiated 'Mobile Live Commerce (MLC)' business.
Gongyoung Home Shopping explained that this move is to proactively respond to the growing demand for open market-type live commerce platforms due to the continued online consumption caused by the novel coronavirus disease (COVID-19), the expansion of contactless consumption, and video content.
The MLC Business Division first formed a task force (TF) to build a mobile live platform. The main goal is to establish platform infrastructure within the Gongyoung Home Shopping application. Through this, sales broadcasts can be conducted without the constraints of limited time and studio space.
Additionally, it enables interactive communication with customers and provides higher intimacy through vertically optimized content for mobile. The MLC Business Division also operates the 'MPD' system to prepare differentiated products to be introduced on the mobile platform. The MPD, who simultaneously performs the roles of Merchandise Planner (MD) and Producer (PD), will be responsible for one-stop product sourcing and content production. The newly attempted MPD will be selected through an internal contest.
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Furthermore, support such as filming, show hosts, and training will be provided to partner companies participating in mobile live, and public interest-related public content will be produced and operated alongside the YouTube channel. A Gongyoung Home Shopping official said, "Gongyoung Shopping can create organic synergy among three platforms: TV home shopping, online mall, and mobile live," adding, "We will strive to promote excellent Korean small and medium-sized enterprises and agricultural, livestock, and fishery products more quickly through MLC."
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