eBay Korea Opens Entertainment-Style Live Commerce 'Jangsa-ui Sindong'
Super Junior's 'Shindong' Selected as Show Host... First Broadcast on Big Smile Day Opening Day (10th)
'LG Objet Collection' Scheduled for Special Sale
[Asia Economy Reporter Kim Yuri] eBay Korea announced on the 4th that it will officially enter the live commerce market by launching a real-time entertainment-style live commerce corner called 'Jangsa-ui Shindong' (Prodigy of Commerce).
The purpose is to provide an enjoyable shopping experience through live broadcasts that enable interactive communication with customers. To increase engagement with the MZ generation, eBay Korea collaborated with CJ ENM to create digital content and live commerce incorporating entertainment elements.
'Jangsa-ui Shindong' features Shindong, a member of the idol group Super Junior, as the show host. Shindong will not only conduct real-time broadcasts but also take responsibility for the entire preparation process for the show, including visiting brand companies to negotiate prices and product configurations.
Scenes of Shindong negotiating prices and other details with brand companies will be revealed through teaser videos. These teaser videos will be released sequentially ahead of the live broadcast and can be viewed on the tvN D ENT YouTube channel as well as on Gmarket and Auction.
The first live broadcast will start at 8 PM on May 10th, coinciding with the opening day of eBay Korea's largest shopping festival, 'Big Smile Day.' It will be simultaneously streamed on the Big Smile Day pages of Gmarket and Auction. The first brand featured on 'Jangsa-ui Shindong' is LG Electronics, with exclusive special-priced products from the premium 'Objet' line.
'Jangsa-ui Shindong' will be broadcast live every three days through Gmarket and Auction during the 'Big Smile Day' period, which runs until the 18th, and thereafter will be held once a month via Gmarket.
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Yoo Doo-ho, Head of Smile Marketing at eBay Korea, said, "Through live broadcasts, we strived to communicate with customers in real time and exchange feedback, while also providing differentiated content from eBay Korea. We plan to quickly capture the live commerce market through solid planning and brand partnerships."
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