The Retail Industry Immersed in Live Commerce... Nike Kids' First Store Also Joins CJ OnStyle's 'Labang' Live Broadcast

Official Opening on the 2nd: Nike Kids Store No.1 and Live Commerce Event
Active Targeting of MZ Generation with Interactive Communication and Mobile Optimization

CJ OnStyle content commerce 'Hyunyounghan Choice' Nike Kids No.1 store live commerce preview. (Source=CJ ENM tvN D ENT channel)

[Asia Economy Reporter Jeon Jinyoung] The distribution industry has begun to choose live commerce as a means to promote new products. This is to effectively target MZ generation (Millennials + Generation Z) customers who are familiar with the mobile environment.

According to CJ OnStyle on the 2nd, the new content commerce "Hyunyoung's Choice," hosted by broadcaster Hyunyoung, will conduct live commerce for the first time from 11 a.m. at the Nike Kids' first domestic store, which officially opens on the same day.

CJ OnStyle and Nike Kids believe this collaboration can create synergy as the main viewing age group of live commerce matches the primary customer base of Nike Kids. For Nike Kids, MZ generation parents who are highly interested in the brand are the main target. Live commerce is broadcasted online in real-time, making it easy for the MZ generation, who are accustomed to the mobile environment, to access. Through real-time chat, customers can ask questions and show hosts can respond, enabling two-way communication. For this reason, 52% of CJ OnStyle live commerce customers belong to the MZ generation aged 20 to 45. Various industry love calls requesting live commerce collaborations, such as the Samsung 'Galaxy Z Flip4' launch event, are also continuing.

Other companies are also actively using live commerce as a means to promote new products. In July, SSG.com introduced the premium golf brand XXIO's new product "White Edition" for the first time on its own live commerce platform 'SSG Live.' As a result, the live commerce recorded 170,000 views, and the golf clubs were completely sold out.

In July as well, OB Beer launched the non-alcoholic beverage "Hoegaarden Fruit Brew" for the first time through 11st's live commerce 'LIVE11.' Comedian Jang Doyeon appeared as the show host, conducting a live tasting and introducing the flavor, which was evaluated to have raised awareness of the new product.

An industry official said, "Live commerce is optimized for mobile and allows two-way communication, so inquiries from companies wanting to conduct new product launch events via live commerce are increasing," adding, "Various formats such as concerts and talk shows are also possible, making it convenient to target younger customer groups compared to traditional home shopping broadcasts."