SME Home Shopping Actively Strengthens 'Live Commerce' This Year

Home&Shopping Accelerates Strengthening Mobile Channel Competitiveness
Gongyoung Home Shopping Boosts Mobile Live Commerce 'Gongyoung Labang' Activation

Live Commerce (Image=Getty Images Bank)

[Asia Economy Reporter Kim Cheol-hyun] Home shopping channels specializing in small and medium-sized enterprises (SMEs) are focusing on strengthening their mobile services. While the overall TV home shopping industry is experiencing growth stagnation, diversifying sales channels through mobile platforms to support market expansion for SMEs and small business owners is one of the key strategies for SME-focused home shopping channels this year.

Home&Shopping announced that it will designate this year as the inaugural year for enhancing mobile services. In particular, securing new growth engines by targeting the MZ generation (Millennials + Generation Z), who are at the center of consumption, is considered the top priority, leading to a decision to strengthen live commerce. Accordingly, the newly established dedicated 'Live Commerce Team' was upgraded to the 'Live Commerce Office' within a year. Home&Shopping’s live commerce platform 'PangLIVE' continues various initiatives, such as introducing a new service called 'Quick-Live' that offers same-day delivery for customers residing in Seoul when purchasing during broadcasts.

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

Gongyoung Home Shopping is also promoting its mobile live commerce service 'Gongyoung Labang' ahead of the Lunar New Year holiday. Through live commerce, they showcase domestic food products. Gongyoung Labang will air special broadcasts for the Lunar New Year starting from the 17th at 11 a.m. and 5 p.m. These broadcasts will feature various holiday packages, including gift sets for the Lunar New Year and small-packaged items for festive table settings.

They plan to offer a variety of Lunar New Year gift sets, including the popular 'Ogagulbi' from last Chuseok, 'Redhyang and Cheonhyehyang gift sets,' 'Pear and Balloon Flower Root Juice sets,' and 'Large-size live abalone.' An ongoing event called 'Send Your Heart' offers immediate discounts of up to 20% when ordering multiple units of the same product: 10% off for 2 items, 15% off for 3 to 4 items, and 20% off for 5 or more. To facilitate holiday gifting, multiple purchased products can be shipped to different addresses.

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