Real Estate and Electric Vehicles Also on Live Broadcast... TMON's Content Strategy

Weekly Thursday Housing Product Sales
More Than 30 Times Increase in Viewers of TMON Live Commerce

This year, TMON, which is planning to go public domestically, is focusing on strengthening its live commerce content. It has expanded its scope beyond typical product sales like traditional home shopping to new areas such as real estate and electric vehicles. This is because live commerce has emerged as a new growth engine for e-commerce companies. While the purchase conversion rate of domestic e-commerce is around 1%, the purchase conversion rate for live commerce is estimated to be as high as 10%. Since 2017, TMON, the first in the domestic e-commerce industry to operate live commerce services, plans to enhance its market competitiveness based on diverse content.

According to TMON on the 5th, the ‘Siheung Geobukseom The Well Officetel’ broadcast recently aired through its live commerce service TVON saw over 60 viewers either pay deposits or purchase special visitation rights. Considering it was a real estate product, this is regarded as a successful outcome.

◆Selling Real Estate through Live Commerce = Since last month, TMON has scheduled ‘TMON Home Live,’ a regular broadcast every Thursday selling residential products such as officetels. This was a continuation of the country’s first officetel live commerce held in October last year. At that time, it was praised as a solution to the slump in the officetel sales market caused by COVID-19 through live commerce sales. In fact, despite airing early in the morning, the broadcast attracted many viewers and resulted in 6,400 people visiting the model house within an hour. After the broadcast, TMON explained that they decided to operate residential product live commerce regularly due to a flood of inquiries from construction companies and real estate sales agencies.

TMON Home Live introduces the model house site in real time and communicates interactively with viewers. Viewers can check every corner of the property with the show host and inquire about any questions in real time without visiting the model house.

◆Live Commerce Customers Triple Annually = The reason TMON is focusing on strengthening live commerce content is that the market outlook is bright, and it can be evaluated as a major revenue source ahead of its initial public offering (IPO). According to the industry, the domestic live commerce market grew to a scale of 3 trillion KRW last year and is expected to expand to 8 trillion KRW by 2023.

Since starting live commerce early in 2017, TMON has achieved results such as an average viewer count increasing more than 30 times and the number of customers purchasing through broadcasts tripling annually. Sales volume and growth through TVON have become more noticeable as broadcasts continue. In the fourth quarter of last year, product sales during TVON broadcasts increased more than 14 times compared to the fourth quarter of 2017, and the number of buyers nearly increased ninefold. Notably, the ‘Seol Special Broadcast’ in February attracted over 250,000 viewers in two hours. A broadcast commemorating last Christmas that sold small and medium-sized enterprise products also attracted 160,000 viewers.

Accordingly, TMON is strengthening monitoring for stable broadcast operation along with content enhancement. When a broadcast is scheduled, a pre-review of the broadcast content and materials is conducted with the review team, and a rehearsal is held before the live broadcast for another check. During the broadcast, a person in charge is assigned to monitor in real time. A TMON official said, "We will continuously develop ways for commerce content and live broadcasts to create synergy in selling various products."