11st Focuses on Selling Local Farm Products Through Live Broadcasts

[Asia Economy Reporter Seungjin Lee] The commerce portal 11st is conducting live broadcasts of local farm products during the largest shopping festival ever, the ‘2020 Sipiljeol Festival’.

As the ‘2020 Sipiljeol Festival’ is 11st’s biggest shopping event and attracts great customer interest, it is expected that local farm sellers who have faced many difficulties this year due to the impact of the novel coronavirus disease (COVID-19) will achieve not only promotional effects but also high sales performance through the Sipiljeol Festival live broadcasts.

On the 6th at 11 a.m., 11st will hold a live broadcast through ‘Live11’ selling Jeju Nonghyup’s ‘Gyullojangsaeng Fresh Open-field Tangerines 4.5kg’ at a 28% discount for 7,120 won. During the broadcast, show hosts will go directly to the tangerine fields in Jeju Island to introduce the products. Customers participating in the broadcast will have chances to win prizes such as premium open-field tangerines 3kg (1,111 boxes) through quiz events, comment events, and purchase verification events.

At 11 a.m. on the 7th, a live broadcast of ‘Chungju C-Shop’ will be held to sell Chungju’s local specialties: Chungju apples and Saeilpum rice, a variety produced only in Chungju. ‘Chungju C-Shop’ is an online agricultural product shopping mall operated by ‘Chungju C,’ an otter civil servant character representing Chungju City. The broadcast will feature the ‘Chungju C’ character and a stage performance by popular trot singer Jo Myeongseop, promising an entertaining show.

At 2 p.m. on the 7th, 11st will conduct a live broadcast of ‘Uglylovely.’ ‘Uglylovely’ is 11st’s producer collaboration brand that gathers and presents ‘ugly’ agricultural products that have blemishes or irregular shapes and colors during cultivation.

This live broadcast will showcase kiwis and Hwanggeumhyang (Golden Hyang) citrus. Hwanggeumhyang 2.5kg, gold kiwi and red kiwi 2kg each will be sold for 9,900 won, and sweet potatoes 3kg for 8,900 won. NH Nonghyup Card holders can enjoy a 20% discount for even cheaper purchases. During the live broadcast, 11st will hold an event giving ‘Uglylovely’ pouches worth 10,000 won to the first 700 customers (350 each) who purchase gold kiwi and Hwanggeumhyang.

Lee Sangho, CEO of 11st, said, “It is the role of an online platform operator to create opportunities for sellers facing difficulties to overcome crises through differentiated product planning and new sales methods.” He added, “As 11st has been able to introduce good products with the help and cooperation of local producers so far, we will make the ‘2020 Sipiljeol Festival’ a joyful shopping festival not only for consumers but also for local farmers and sellers.”

Launched officially in April, 11st’s ‘Uglylovely’ has recently expanded its product range from agricultural products to seafood, pioneering new sales channels for local farming and fishing village sellers. By securing ‘ugly’ products that are only unattractive in appearance but of excellent quality and selling them at prices 20-30% cheaper than large supermarkets, it increases farmers’ profits and helps reduce inventory. So far, more than 75,000 items have been sold by sales unit, and in the case of greenhouse tangerines, over 50 tons have been sold, achieving significant results.

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