The HQ to Promote TikTok Live Commerce... "Strengthening Marketing in the Chinese Market"

[Asia Economy Reporter Yoo Hyun-seok] The HQ (formerly Gamma Nu), which is intensifying its overseas duty-free shop business, is targeting the Chinese MZ generation through live commerce, a real-time online broadcast.

The HQ (formerly Gamma Nu) announced on the 15th that it plans to conduct live commerce in collaboration with TikTok, the largest mobile messenger in China. It plans to expand the sales channels for duty-free products by recruiting famous Wanghongs with many followers to conduct live commerce as soon as possible.

Currently, in the distribution industry, marketing through live commerce, a form of mobile home shopping that introduces and sells products via real-time broadcasts, has become mainstream. The advantage of live commerce is that anyone can buy and sell goods anytime and anywhere with just a smartphone, and sellers and customers can communicate in real time.

China currently has more than 900 live streaming sites, making it a country with a well-developed live commerce market. In particular, promotion and sales through collaboration with famous Wanghongs (influencers) are very active.

As distribution companies such as Lotte, Shinsegae, Hyundai, and CJ are also strengthening marketing through live commerce on platforms like TikTok, The HQ plans to promote live broadcasts with TikTok to expand sales.

According to Sensor Tower, a mobile market data analysis company, TikTok ranked first worldwide in downloads and revenue among apps in February. It recorded sales of 125.7 billion KRW in February alone. The country with the highest sales proportion is China (79%), followed by the United States at 8%, showing an increasing trend.

A company official explained, “We are now in an era where it is common to communicate with consumers in real time and buy and sell anytime and anywhere non-face-to-face,” adding, “Accordingly, we have strengthened marketing by promoting live broadcasts in China, where the duty-free industry is strong recently, through collaboration with TikTok.”