Home&Shopping Starts Live Commerce...Expecting Expanded Sales Channels for SMEs Products

'V Commerce' PangLIVE Upgraded to Mobile Live Broadcasting

[Asia Economy Reporter Kim Cheol-hyun] Home&Shopping (CEO Kim Ok-chan) announced on the 30th that it will launch 'Live Commerce' to target the MZ generation (Millennials + Generation Z) who are familiar with mobile. Since November 2018, Home&Shopping has been producing V-commerce content and operating 'PangLIVE' to expand contact points with young customers who are familiar with mobile and video. In line with the rapidly changing market environment, it is strengthening this by introducing mobile live broadcasting.

While existing V-commerce content mainly delivered one-way information through video playback, the upgraded 'PangLIVE' is characterized by enhanced real-time communication with viewers. During the live broadcast, viewers can ask questions or share opinions about the broadcast through the live chat window, and the host will immediately reflect viewers' questions and reactions in real time to create a broadcast together with the audience.

Home&Shopping's mobile live broadcasts can be viewed on the mobile app 'PangLIVE,' and the first broadcast will be held at 4 PM on the same day for about 60 minutes featuring 9 types of food products from E-Land Kim's Club. Since Home&Shopping's main customer base consists of people aged 50 and above, the live broadcasts on 'PangLIVE' can promote Home&Shopping's products and brand to a diverse age group from teenagers to those in their 40s, and it is expected to contribute to expanding sales channels for small and medium-sized enterprises' products.

'PangLIVE' will introduce competitively priced mobile-exclusive products, small and medium-sized enterprise products with competitive quality but no sales channels, local seafood products, and products suitable for broadcasts visiting partner stores and manufacturers' factories to create a sense of presence and actively communicate with customers. In addition to its own mobile live broadcasts, it plans to gradually strengthen live broadcasts by considering cooperation with external live broadcasting platforms. A Home&Shopping official said, "'PangLIVE' will showcase differentiated content and services to strengthen mobile competitiveness," adding, "We will do our best to support sales channels for small and medium-sized enterprise products through content expansion in the future."

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