Business Direction Shift from Offline-Centered to Online
[Asia Economy Reporter Lim Hye-sun] Young casual brand E&C, which shifted its business focus from offline to online, is achieving positive results by entering live commerce.
According to E&C on the 4th, during the live commerce held at NewCore Gangnam Branch from 8:00 PM to 9:30 PM on the 1st, E&C recorded sales of 120 million KRW in 1 hour and 30 minutes. Compared to the three women's clothing brands that participated alongside E&C, which averaged sales in the 20 million KRW range, this is an encouraging achievement.
E&C cited sale marketing as the key factor for the success of live commerce. An E&C representative explained, "We offered high-quality products at unprecedented prices and effectively utilized the big data of E&C customers that we have steadily accumulated. Following our online mall, our capabilities have been proven in home shopping and live broadcasts as well, and the consumer strategy that E&C is dedicating company-wide efforts to is successfully taking root in the market."
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