[Asia Economy Reporter Yujin Cho] E-Land Retail announced on the 18th that since establishing its live commerce team within the group in August last year, it has conducted 2,264 broadcasts in just six months.
Each broadcast averages about 60 minutes, totaling 135,840 minutes of broadcasting so far. This is equivalent to producing over 1,100 two-hour movies. The broadcasts are conducted on seven platforms that provide live streaming services, including Kakao, Naver, Grip, and Source Live, and the company also operates a channel on its own platform, E-Land Mall.
The company explained that it simultaneously runs different types of live broadcasts such as ‘Shop Labang’ (broadcasts hosted by managers in stores) and ‘Bla Bang’ (broadcasts featuring show hosts and influencers), targeting all categories using E-Land’s diverse content assets.
In fact, E-Land showcases a variety of group content through live broadcasts, including clothing sold at NC Department Store, food products from Kim’s Club, Ashley HMR products from E-Land Eats, and Han River cruise tickets from E-Land Cruise.
An E-Land representative said, “After each broadcast, we thoroughly analyze customer responses and sales data to identify the most effective channels and time slots for each product and apply these insights to subsequent broadcasts. Because we have invested in efficient systems for our own content such as clothing and fresh food, we have been able to conduct over 2,200 broadcasts.”
E-Land Retail plans to open a ‘live broadcast dedicated studio store’ at NewCore Gwangmyeong in April. The store will be designed to connect filming, delivery, and sales, allowing immediate shipping once an order is placed during a live broadcast, so nearby customers can receive their orders before the broadcast ends.
When designing the NC Shin Guro store, which opened in August last year, live commerce was also taken into consideration. Compared to existing brand stores, the vertical width was extended to facilitate placing cameras at the front of the store for easier broadcasting. Customers can watch live broadcasts in real-time on a large screen in the first-floor plaza and visit the store immediately if they are interested in products featured in the live broadcast. The store also beta-operated a ‘Same-Day Direct Delivery’ service, allowing live broadcast customers to receive their purchases on the same day through branch fulfillment.
This approach utilizes offline stores as both live broadcast studios and logistics hubs, showcasing a new type of retail outlet. Collaboration with platforms such as Coupang Live and Kakao is also active. In October last year, E-Land signed an MOU with Kakao to establish a mutual business agreement for SNS commerce and is currently collaborating on live broadcast content.
On the content side, E-Land Retail is strengthening ‘Sanji Labang’ (live broadcasts from production sites) based on the production network of its discount mart, Kim’s Club. Producers guaranteed by Kim’s Club appear directly on broadcasts to explain the production process of their products and sell them to customers through a direct-from-farm delivery system.
An E-Land Retail official stated, “This year, E-Land Retail plans to showcase a new type of retail outlet designed to allow offline sales and live broadcasts to occur simultaneously, enabling logistics, delivery, and filming to be conducted freely. Leveraging the know-how accumulated from operating offline stores for a long time and its own sourcing capabilities, E-Land Retail will present solid live commerce content.”
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