Home&Shopping Strengthens Mobile Channel Competitiveness... "Seeking New Growth Engines"

Expansion of Live Commerce... Dedicated Studio Setup, Quick Delivery Expansion, and Sales Target Four Times Higher Than Last Year

[Asia Economy Reporter Kim Cheol-hyun] Home&Shopping (CEO Kim Ok-chan) announced on the 13th that it will make this year the first year of strengthening mobile. To secure competitiveness in the growing mobile market, Home&Shopping plans to focus on ▲ nurturing new exclusive mega brands ▲ differentiating killer categories ▲ establishing specialized product stores targeting middle-aged and older customers ▲ securing luxury brand products ▲ and advancing search services.

In particular, to secure new growth engines, capturing the MZ generation (Millennials + Generation Z) , who are at the center of consumption, is considered the top priority, and thus they decided to strengthen live commerce. Accordingly, the newly established dedicated organization 'Live Commerce Team' will be upgraded to 'Live Commerce Office' within a year. Home&Shopping's live commerce 'PangLIVE' has been continuously trying various initiatives, such as introducing the new service 'Quick-Live,' which delivers purchases made during broadcasts on the same day to customers residing in Seoul.

This year, the number of live commerce broadcasts will be tripled compared to before, and the sales target has been expanded more than fourfold compared to the previous year. They plan to continuously expand products and broadcast content differentiated from existing TV home shopping and actively nurture it as a new growth engine. Additionally, two dedicated live commerce studios will be established, and collaborations with various platforms such as Naver, 11st, and Baemin will be attempted.

A Home&Shopping official said, "We are preparing extensively to make this year the first year of a quantum leap through mobile enhancement," adding, "We will introduce Home&Shopping's unique mobile services to survive in the saturated broadcasting market and the intensified online market."

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