"Premium Strategy Worked"... GS Shop's Mullae Live Sales Soar 600%

B2B Service Managing Live Commerce

A special 1st anniversary broadcast of V&A Beauty is being held on GS Shop Mullae Live. (Photo by GS Shop)

[Asia Economy Reporter Lim Chun-han] ‘Mullae Live,’ a live commerce agency business operated by GS Shop, has achieved a 600% increase in sales this year compared to the previous year through its premium service strategy.

Started as an in-house venture of GS Shop, Mullae Live is a B2B service that manages live commerce broadcasts. Experts handle the entire process from broadcast planning, host recruitment, production, to marketing, and distribute the broadcasts across all domestic live commerce channels such as Naver, Kakao, and Coupang.

The secret to Mullae Live’s growth lies in the premium service provided based on the business capabilities of GS Shop, the top home shopping company in Korea. In fact, this year, Mullae Live successfully managed over 100 broadcasts generating sales exceeding 100 million KRW each for well-known brand products including Samsung Electronics, SK Magic, Dyson, V&A Beauty, and 3CE.

The driving force behind Mullae Live’s achievements is the professional workforce, including PDs and broadcast technicians nurtured through the home shopping business, as well as accumulated sales data from GS Shop’s home shopping, data home shopping, and live commerce operations. Leveraging this competitive edge, Mullae Live is establishing itself not just as a broadcast agency but as a commerce enabler.

A GS Shop official stated, “Successful live commerce broadcasts require a sales strategy based on customer needs, pre-marketing to attract customers, and a highly stable broadcasting infrastructure, all of which Mullae Live possesses.” He added, “Next year, we will strengthen multi-channel simultaneous broadcasting, YouTube commerce, and influencer marketing to firmly establish Mullae Live as a new business.”

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