Hyundai Home Shopping to Host 'Global Live Broadcast' from Overseas Luxury Stores

Live Broadcast of 'Ferragamo' on the 22nd at 6 PM
on Mobile Live Commerce Channel

Hyundai Home Shopping announced on the 19th that it will officially schedule overseas direct purchase live commerce through the flagship program ‘Guhaewatshora’ of its mobile live commerce channel ‘Shora’.

Overseas direct purchase live commerce Ferragamo store exterior. [Photo by Hyundai Home Shopping]

Broadcast live on mobile from local sites with unique production and price benefits, this new concept ‘Global Live Broadcast (Global Labang)’ aims to strengthen the position of the mobile shopping platform by providing a differentiated shopping experience.

Guhaewatshora is a program concept that secures and introduces rare items highly valued among the MZ generation, and since its launch in January, it has consistently sold rare items such as accessories. The newly introduced content offers a variety of product choices that can only be enjoyed through local shopping without incurring overseas travel expenses or various incidental costs. It boldly breaks the fixed notions of existing live commerce and overcomes spatial constraints and limitations of product lineups.

First, overseas direct purchase live commerce expands the space globally and is conducted at overseas luxury brand flagship stores. The Guhaewatshora host communicates with viewers in real time while showing the display shelves with the camera, and upon request, shows the fitting appearance, providing an experience as if shopping overseas. Viewers pay the local store price, and the host immediately pays for the ordered products at the store and ships them to customers in Korea.

The products introduced in the broadcast mainly consist of overseas-exclusive lineups not released domestically or items that are difficult to purchase due to being sold out on general overseas direct purchase sites. Since the lineup and quantity for sale are directly negotiated with local agents managing each brand, it is characterized by the ability to showcase a variety of products.

Hyundai Home Shopping’s entry into this global live broadcast is because the live commerce market has entered a mature stage where differentiated experiences, unlike before, have become a key factor determining competitiveness. A Hyundai Home Shopping official said, “The live commerce market has passed the initial stage of simply combining e-commerce and mobile live broadcast technology,” adding, “The competition has shifted from quantitative competition, which attracted users with sign-up promotions and aggressively increased the variety of products sold, to a competitive structure based on technological innovation and content differentiation.”

In fact, customer response to unique content was confirmed in Hyundai Home Shopping’s earlier global live broadcast pilot. The pilot broadcast held on the 19th of last month at the ‘Bottega Veneta’ store in La Vall?e Village, a luxury outlet located in Paris, France, showcased colors and products that are difficult to find not only in domestic distribution channels but also on overseas direct purchase sites, exceeding the sales target by 30%.

The official launch broadcast will be content introducing products from the ‘Ferragamo’ store in La Vall?e Village and will be held at 6 p.m. on the 22nd. An additional discount promotion to celebrate the official launch broadcast allows Korean consumers to purchase lineup products that are difficult to buy at prices up to 20% lower than those sold at the local outlet.

Kim Juhwan, Executive Director of Sales Strategy at Hyundai Home Shopping, explained, “Reflecting the MZ generation consumer trend that places great value on rare products and special experiences, we made bold changes to the live commerce method,” and added, “We are considering expanding the global live broadcast to various categories where the strength lies in shopping while touring overseas stores, including local food brands as well as luxury goods.”

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