Hyundai Livart Launches Home Furnishing Specialized Live Commerce Channel

First In-House Live Commerce Channel Launched in Domestic Furniture Industry... Operating 'LivartLIVE' within Livart Mall

The 'LivartLIVE' screen of Livart Mall.
[Photo by Hyundai Livart]

[Asia Economy Reporter Kim Jong-hwa] Hyundai Livart is launching a home furnishing specialized 'live commerce' to target the online furniture market. Live commerce is a method of introducing and selling products through real-time online broadcasts, characterized by the ability to communicate with viewers in real time. With the prolonged COVID-19 pandemic expanding non-face-to-face consumption, it has recently been recognized as a new sales channel in the furniture industry.

Hyundai Livart, a total interior company affiliated with Hyundai Department Store Group, announced on the 15th that it will operate the live commerce channel 'LivartLIVE' on the renewed Livart Mall. Hyundai Livart is the first in the domestic furniture and interior industry to establish its own live commerce channel.

LivartLIVE is broadcast live on Livart Mall every Tuesday at 7 PM for one hour, covering all products sold by Hyundai Livart, including Williams Sonoma (premium kitchen home furnishing), Livart Online (home furniture), and Livart Haum (SOHO-type office furniture). In addition to sales broadcasts similar to existing home shopping, new content such as furniture new product launch shows and cooking classes will also be introduced.

Prior to this, Hyundai Livart formed a dedicated live commerce team from June to build its own live commerce channel and conducted pilot broadcasts in collaboration with a media commerce specialized startup. They are also operating a professional training course called 'Living Creator' for in-house employees.

A company official said, "Since June, we have conducted about ten pilot broadcasts through various live commerce platforms such as Naver, and the cumulative number of viewers reached 130,000, exceeding customer expectations," adding, "We plan to actively promote the differentiated functions and designs of online-exclusive brand (Livart Online) products and Williams Sonoma products to consumers through the operation of LivartLIVE."

Hyundai Livart expects to secure a leading position in the early-stage domestic home furnishing live commerce market through the launch of its own live commerce channel. To this end, from next year, the number of LivartLIVE broadcasts will be increased to 2-3 times a week, and the broadcasting platforms will be expanded beyond Livart Mall to various media commerce platforms such as Hyundai H Mall, YouTube, and Source Live.

They also plan to build a video database (DB) applying search and replay functions for live commerce videos after the broadcasts end, so that customers can conveniently access information anytime.

Choi Chang-heon, head of Hyundai Livart's online team, said, "Through live commerce, we expect to effectively convey the complex functions and detailed designs of home furnishing products, which were difficult to deliver through existing images and descriptions, to consumers," adding, "We will continue to introduce various online services to help consumers' shopping convenience."

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