NBT Expands Commerce IP with Launch of "Deep Clean Liquid Detergent"

On November 27, NBT, the leading point platform company in Korea, announced that it will be expanding its IP commerce business in earnest by partnering with the laundry specialist brand "World Cleaning" to launch the "Deep Clean Liquid Detergent."

World Cleaning, a premium laundry specialist brand established in 1999, has emphasized superior cleaning power and skin safety based on the expertise of laundry professionals and ongoing research and development. The newly introduced "Deep Clean Liquid Detergent" has completed skin hypoallergenic testing. Featuring a blend of six complex enzymes and naturally derived ingredients, it delivers delicate and deep cleaning, even for stubborn stains. The World Cleaning "Deep Clean Liquid Detergent" will be exclusively launched on CJ OnStyle at 16:40 on November 29.

Through this partnership, NBT aims to diversify its revenue streams by combining IP commerce with the growth of its "Link Commerce" business. Link Commerce is an affiliate model that links shopping campaigns from major commerce platforms to various media and networks, sharing revenue based on actual purchase amounts. During a seven-week pilot period, it surpassed a cumulative transaction volume of 50 billion won, demonstrating its business potential.

NBT plans to directly drive brand sales by integrating IP commerce with its reward advertising network, which has a monthly active user base of 11 million, and its shopping affiliate model. The company explained that its core strategy is to expand the online distribution model through partnerships with offline-based brands and to build an integrated structure that connects product inflow to purchase conversion by linking with its advertising network.

The IP commerce business launched a total of three brands this year, starting with "Namsan Donkatsu 23rd Street" in the second quarter, followed by "Cheolgil Busanjip Eomuktang Meal Kit" and "World Cleaning Deep Clean Liquid Detergent." NBT is also considering expanding collaborations with various IP-based brands, including K-Food, and entering global markets such as the United States, Southeast Asia, India, and Europe.

An NBT representative stated, "IP commerce, which combines Korea's largest advertising network with affiliate-based commerce capabilities, will become a new growth engine for NBT. We will further diversify our revenue structure and enhance the growth potential of our commerce business by expanding brand partnerships, strengthening our supply chain, and considering global expansion."