MZ generation usage increases! Korean TV shopping companies strengthen on-site transactions

As the number of Generation MZ (Millennials + Generation Z) who are accustomed to watching videos on mobile devices increases , companies are trying to seize this demand.

CJ onstyle announced on the 11th that it has changed the initial display screen from the existing TV home shopping to live transactions by reorganizing the 'Live Show' tab of the mobile application (app).

In addition, the live business broadcasting time will be increased from 5 hours per day on weekdays to 10 hours.

Also, the “Seller Live” program, where influencers appear as sellers , has been revived, created by recruiting external influencers specializing in the beauty, children’s and food sectors.

The previously operated "Planning Life" will also be expanded from the scope of infants, fashion, and famous brands to the fields of home appliances, food, and beauty.

A CJ onstyle official said , “We plan to bring together the expertise we have accumulated over 25 years of operating a TV shopping channel to launch high-quality live commercials.”

GS Shop has revamped the real-time commerce channel called “Shoppy Live” offered by the mobile app, which now carries the meaning of “Shopping is Happy” .

With the reorganization, GS Shop will increase the number of broadcasts from twice a day to more than four starting this month. In addition, in order to strengthen interaction with customers, forms such as chat participation and viewing authentication are added to the broadcasts.

Considering that customer dissatisfaction with product quality assurance is increasing as the size of the live commerce market expands, plans are being made to launch carefully selected brand products and to launch programs specifically targeting areas of customer interest such as beauty and leisure.

A GS shop official said, "We will showcase real-time commerce that can meet customer needs that cannot be met on TV."

Under the influence of the epidemic, more and more offline industries are transforming online , making the application of real-time commerce cover more and more fields and have a wider impact. It is gradually becoming a new driving force and infrastructure for driving the economy and an important tool for directly connecting with consumers.

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