NS Home Shopping Also Launches 'Labang'... Establishes Live Commerce Division

Director Jeong Yuchan Appointed as Inaugural Head of Business Division

NS Home Shopping announced on the 14th that it established the Live Commerce Division as of January 1st and appointed Director Jeong Yu-chan as the head of the division. Photo by Jeong Yu-chan, Head of Live Commerce Division.

[Asia Economy Reporter Cha Min-young] NS Home Shopping is making a full-scale entry into the live commerce business.

NS Home Shopping announced on the 14th that it established a Live Commerce Business Division through an organizational restructuring effective January 1st and appointed Director Jeong Yu-chan as the head of the division.

This new Live Commerce Business Division consolidates the previously separately operated 'Haera' and 'Bimmers' teams into a single elevated division. Director Jeong Yu-chan, who has worked as a PD since NS Home Shopping's inception and served as the head of the video team covering various categories from health foods to intangible products, was appointed as the inaugural head of the Live Commerce Business Division.

This organizational restructuring and appointment aim not only to strengthen the live commerce business but also to enhance synergy with existing channels such as TV home shopping, T-commerce, and mobile. By producing customized content and videos tailored for the 2030 generation, it seeks to strengthen communication and empathy with the MZ generation (a combination of Millennials and Generation Z), and by leveraging sourcing capabilities from existing channels to develop customized products, it aims to secure competitiveness that satisfies the 4050 generation as well. Additionally, NS Home Shopping plans to launch ready-to-eat meal products under its private brand (PB) and co-planned products (NPB) using its food expertise and sell them through live commerce.

Furthermore, NS Home Shopping plans to present broadcasts integrated with various sales channels such as its mobile application and social network service (SNS) commerce. For example, live broadcasts will be conducted in line with online mall events like 'Today’s Special Price.' The company expects to attract customers of various age groups by not only introducing products but also offering additional discounts, thereby increasing synergy with existing businesses. In the long term, the company plans to build its own solution that allows anyone to easily conduct one-person media commerce broadcasts.

Jeong Yu-chan, Director of NS Home Shopping’s Live Commerce Business, said, "We will fully utilize communication, products, and digital transformation, which the company identified as key success factors in 2021, to establish competitiveness in live commerce," adding, "Through change and innovation, we will create synergy with existing channels and develop live commerce into NS Home Shopping’s main distribution channel in the future."

Meanwhile, NS Home Shopping launched the live broadcast 'Dding Live' targeting the MZ generation in April 2019. It broadcasts through the NS Home Shopping app, KakaoTV, YouTube, and Instagram. The broadcast frequency has expanded from once a week at launch to four times a week recently, and in December last year, it was held 24 times at the request of partners. As a result, 'Dding Live' sales more than doubled compared to the previous year as of last year.