GS Retail signs MOU with influencer group Leferi to strengthen 'Mullae Live'

GS Retail and Leferi signed a business agreement the previous day to collaborate on the live commerce business.

[Asia Economy Reporter Jeon Jin-young] GS Retail has signed a memorandum of understanding (MOU) with the beauty and lifestyle influencer business group ‘Leferi’ to strengthen the competitiveness of its live commerce agency business, ‘Mullae Live.’

According to GS Retail on the 11th, the two companies signed the MOU for cooperation in the live commerce business the day before. Through this agreement, they will collaborate on producing live commerce content, marketing, product planning, and development.

GS Retail’s ‘Mullae Live’ plans to focus on premiumizing its service by creating premium content with Leferi’s influencers and conducting marketing to increase purchase conversion. In fact, in May and June, they collaborated with Leferi’s representative influencers ‘Daisy’ and ‘Leo J,’ achieving sales 10 to 20 times higher than regular broadcasts.

Leferi also expects to expand its influence by securing more opportunities for its influencers and shopping hosts to actively participate in the live commerce market.

Lee Sang-woo, head of GS Retail’s Shared Studio Business Team, said, “Mullae Live is a live commerce business based on the capabilities of home shopping GS Shop, prioritizing the success of our clients,” adding, “We will provide services that deliver tangible results in the rapidly growing live commerce market.”

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