South Korea’s home shopping industry is undergoing a significant transformation, with a notable shift towards leveraging celebrity power to boost sales and engage younger audiences. This strategy involves integrating popular figures from television, film, and music into home shopping platforms, aiming to enhance brand appeal and consumer trust.
Major home shopping channels are actively recruiting star hosts to attract viewers and drive sales. For instance, GS Shop recently signed Dong Ji-hyun, a leading host with 14 years at CJ O Shopping, who previously sold 240 billion won worth of products. Similarly, Lotte Home Shopping secured Jung Yoon-jung, a former GS Shop host, to strengthen its lineup. These moves underscore the industry’s reliance on celebrity hosts to create an emotional bond with consumers, thereby boosting sales. (koreatimes.co.kr)
The trend extends to mobile live shows, where celebrities engage directly with viewers. CJ OnStyle’s "What Should I Wear Today?" featuring actress Han Ye-seul, achieved over 400,000 page views in September, with some products selling out within minutes. Similarly, Lotte Home Shopping’s "Shopping Yuri These Days," hosted by actress Lee Yoo-ri, introduced popular items that sold out rapidly, demonstrating the effectiveness of celebrity-driven content. (mk.co.kr)
Beyond individual collaborations, home shopping channels are forming partnerships with celebrities to support small businesses. Home & Shopping Co. has worked with Chef Lee Won-il and TV personality Hong Seok-cheon to promote products from small and medium-sized enterprises, resulting in significant sales boosts. This approach not only elevates the profiles of lesser-known brands but also aligns with the growing consumer preference for supporting local businesses. (pulse.mk.co.kr)
In summary, South Korea’s home shopping industry is strategically harnessing celebrity influence to rejuvenate its offerings, attract a younger demographic, and support small businesses, marking a dynamic shift in its marketing and sales strategies.
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