Home Shopping and E-commerce 'Web Variety Shows'
Natural Product Exposure Through Content
Connecting to Product Purchases and Achieving Success
[Asia Economy Reporter Lim Chun-han] The distribution industry is capturing the attention of the MZ generation (Millennials + Generation Z) by presenting various web variety shows. Unlike past one-sided advertisements and sales broadcasts, this method naturally exposes products through entertaining content and connects to purchases.
On the 5th, CJ OnStyle introduced its first web variety show of the year, "Bteena's Life," and is preparing a follow-up live commerce event. "Bteena's Life" is content where singer Brian and interior design YouTuber Narga visit customers' homes to provide interior tips, with a total of six episodes aired. As a result, it recorded 450,000 views and 2.5 billion KRW in order amounts, with the purchase ratio of new and dormant customers approaching 90%, demonstrating a high influx effect.
Lotte Homeshopping operates 14 entertainment-type contents such as "Celeb Lounge" and "With Jeong Gil-hwan Golf." "Celeb Lounge" is a format where celebrities propose trendy products for group purchases, featuring over 100 celebrities including singer TWICE. In the future, they plan to collaborate with Chorokbaem Media to jointly produce and present cable TV and OTT (over-the-top) exclusive variety content such as "Lan Line Beauty." Hyundai Homeshopping introduced the web variety show "Wak Jang-geum," where singer Wax visits food masters across the country to hear product development stories and learn cooking. Last month, a special broadcast titled "Modern Wak Jang-geum" was held, and the cumulative number of viewers was more than twice that of regular live broadcasts.
The e-commerce industry is also focusing on variety content. 11st offers 11 fixed variety segments such as "Teol Up" and "Jjinten Review." The representative segment "Teol Up" is a broadcast where hosts raid offline stores to taste and review new products, recording the highest viewership in Live11 history with 1.63 million views. Gmarket Global Shop operates the YouTube channel "Inssa Oppa," currently with 560,000 subscribers. Popular episodes featuring singers MONSTA X and ASTRO have exceeded 3.7 million views. SSG.com partnered with CJ ENM to present the web variety show "Merchant Park Myung-soo." It features entertainer Park Myung-soo playing the role of Joseon's greatest merchant and dancer Gabi as the daughter of an American merchant, completing various missions to provide shopping benefits.
An industry insider said, "Broadcasts with entertainment formats that incorporate stories and concepts, rather than just product advertisements, are now the trend," adding, "We plan to expand the scale of content and link promotions in a multidimensional way going forward."
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