Tmon Live Broadcasts Web Variety Show 'Ssotreet Fighter'
Wemakeprice Sells 12 Items Per Second with Ipjalbeun Haetnim's 'Mukbang'
[Asia Economy Reporter Kim Cheol-hyun] With the prolonged COVID-19 pandemic, there is growing interest in 'live commerce,' a non-face-to-face sales method using real-time video. E-commerce companies are fiercely competing in content creation to utilize this as a new sales channel. Various experiments are underway, ranging from sales competition concepts resembling TV variety shows to popular YouTube creators' 'mukbang' (eating broadcasts).
According to TMON on the 29th, the third live broadcast sales of the live commerce-based web variety show 'Show Street Fighter' is scheduled for the 8th of next month. Show Street Fighter is a program where celebrities compete to achieve the highest sales while engaging in real-time interactive communication with viewers. Produced by Encast, a team of star PDs from SBS, CJ E&M, and JTBC, and featuring Hwang Kwang-hee and Lee Ji-hye as MCs, it boasts a scale comparable to regular TV variety shows.
The content is also substantial. All real-time sales broadcasts of Show Street Fighter take place on TMON's live commerce platform 'TVON.' The broadcast content, preparation process, and reviews are presented as various episodes on a YouTube channel as well. The videos released so far have garnered up to 40,000 views, indicating strong response. TMON plans to fill a total of eight broadcasts with various cast members and products. Lee Jin-won, CEO of TMON, said, "Show Street Fighter, set against the backdrop of TVON, will be a great opportunity for many customers to appreciate the charm of shopping through live commerce."
WEMAKEPRICE (WMP) has taken on a mukbang challenge through live commerce to support small business owners struggling due to COVID-19. WMP has been broadcasting 'How Far Have You Sold? Season 2,' a live show where YouTube creator 'Ipjjalbeun Haetnim' tastes excellent products from small business cooperatives, since the 26th. This broadcast airs every Wednesday at 10 PM from that day until October 28th. Over seven episodes, 18 products from small business cooperatives will be introduced. Selected excellent foods for the mukbang table include boneless chicken feet from GFK Youth Cooperative, duck bulgogi from Yukdure Cooperative, Shine Muscat grapes from Farmers Link Cooperative, red bean bread from Bbang Gumteo Cooperative, and 108-layer croissant bread from Daejeon Neighborhood Bakery Cooperative, all carefully chosen by WMP and small business cooperatives.
The broadcast on the 26th was a hit, with sales exceeding 65,000 units in 90 minutes. This equates to 722 units per minute or more than 12 units per second. Sales during the broadcast surpassed 300 million KRW. On that day, Ipjalbeun Haetnim tasted three products from small business cooperatives: stir-fried sundae from Cooksomssi Cooperative, moshi rice cake from Mosichon Cooperative, and gimbugak (seaweed snack) from Namwon Gimbugak Cooperative. Approximately 26,000 viewers simultaneously accessed the live broadcast.
Last year, WMP also drew attention by airing 'How Far Have You Sold?,' a live broadcast featuring seven popular creators promoting excellent products from small business owners. Kim Ji-hoon, head of WMP's promotion division, said, "Interest in the 'How Far Have You Sold?' series has played a significant role in promoting small business products," adding, "This season, we will actively support the sales revitalization of small business owners who have been struggling due to the recent COVID-19 situation."
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