1000 Purchases in 1-Hour Broadcast... Wallets Opened More Through 'Labang' Communication

Real-time Broadcasting Without Location Restrictions
10 Minutes of Product Explanation in 1-Hour Broadcast
Access from Commute Subway, etc.
High Consumer Real-time Engagement
Growing into a Single Broadcast Content

On the 28th, influencers 'Iseul Coach' and 'Eva' are conducting a live broadcast for home training equipment at a studio located in Yongin-si, Gyeonggi-do.

[Asia Economy Reporter Seungjin Lee] "The next move is effective for removing arm fat. Please watch me and follow along."

On the 28th, two women were deeply engaged in home training at an officetel in Yongin-si, Gyeonggi Province. At first glance, it looked like a personal home training session, but the two were actually selling home training equipment through a live broadcast (live commerce).

The live broadcast site visited that day was a sales broadcast for 'Doit,' a home training equipment brand by influencers 'Eva' and 'Coach Iseul,' who belong to the multi-channel network (MCN) company Leferi. The broadcast was held in a studio where Coach Iseul’s personal YouTube videos are filmed. Although called a studio, there were no broadcast lights or cameras to be found. The site, about 19㎡ (6 pyeong), had only five broadcast assistants besides the two influencers, a smartphone to film the scene, and a small monitor sharing the broadcast progress in real time.

At 6:45 PM, 15 minutes before the main broadcast started, the app already showed over 3,000 viewers connected. When the broadcast began at 7 PM, comments started pouring in rapidly, such as "I connected on the subway after work," and purchases began even before the two hosts greeted the audience. Unlike TV home shopping, product explanations were kept brief, and Pilates expert Coach Iseul demonstrated exercise moves using the sales equipment to Eva.

There were no clich?d phrases like "Almost sold out" or "Buy before it’s gone." During the broadcast, viewers left questions in the comments, and the broadcast assistants replied in real time. For viewers asking about specific exercise postures, the hosts communicated interactively by demonstrating the moves live.

Meanwhile, the broadcast started with 3,000 viewers and maintained around 7,000 viewers until the end. The cumulative number of viewers reached 8,000, highlighting the advantage of the live commerce format that allows real-time interaction with viewers. Thanks to breaking the conventional format, the home training equipment sold during this broadcast recorded the highest sales ever among live commerce sessions held so far. Nearly 1,000 viewers purchased products during the broadcast. On Naver Live Commerce, where this broadcast was held, about 40 live broadcasts took place simultaneously, and this broadcast ranked first in the ‘Tech Leisure’ category.

Jeon Chanmi, head of the Commerce Marketing Team overseeing the broadcast, said, "In a recent broadcast, we achieved sales of 80 million KRW in just one minute, showing that live commerce has become a trend," adding, "In the future, live commerce will establish itself as a means to form consumer fandoms for brands through broadcast content, beyond the concept of home shopping."

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