[Asia Economy Reporter Hyunseok Yoo] F&Republic is expanding its live commerce business in line with the rapidly growing non-face-to-face consumption culture caused by the COVID-19 pandemic.
On the 19th, F&Republic announced that it has opened a dedicated studio in Hangzhou, where its Chinese subsidiary is located, to actively utilize live commerce, which has become a trend in online marketing in China.
At the dedicated studio, F&Republic plans to produce promotional videos and conduct live broadcasts for beauty brands directly distributed by the company such as ‘Jayjun’, ‘InnoiOne’, and ‘Allong’, as well as fashion brands like ‘Nerdy’ and ‘DVSN’.
Additionally, using the dedicated studio, the company will also discover new Wanghongs in China and support their broadcasts. F&Republic plans to actively promote products by conducting multiple live broadcasts daily with newly discovered Wanghongs.
In March, F&Republic will strengthen contact with the ‘Linglinghou (generation born in the 2000s)’ by showcasing two products from the popular Chinese Wanghong ‘Weiya’ and Nerdy. From September to December last year, F&Republic held a total of seven live broadcasts with Weiya, selling popular Jayjun Cosmetic products and Nerdy long padding jackets, recording sales of approximately 3 billion KRW.
An F&Republic official said, “Recently, marketing through live commerce has become a hot issue worldwide in the distribution industry, and China is also actively promoting it as part of stimulating domestic demand. Since the second half of last year, we have been steadily conducting live broadcasts targeting local consumers to focus on expanding sales.”
He added, “Through the opening of this studio, we will support the debut stages of new Wanghongs in China, enhance brand awareness, and expand contact points with Chinese consumers. Live broadcasts allow many more buyers to be interested and participate directly compared to other sales methods, which will greatly contribute not only to marketing effects but also to sales expansion.”
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