[Report] 11st's 'Labang Run' Overcoming US Black Friday Time Difference... Recording 820,000 Views

Surpassing 370,000 Views as Broadcast Starts
Amazon Direct Purchase Strength Highlighted with IT Devices Fully Displayed
Leveraging Live Broadcast Strength for Interactive Communication

Show hosts are preparing for the Black Friday live broadcast at 11th Street Studio in Jung-gu, Seoul.

[Asia Economy Reporter Jeon Jinyoung] "This is the most important day of the year. Let's all shout 'Fighting' together."

Tension filled the 11st Street headquarters studio in Jung-gu, Seoul, 30 minutes before the live broadcast. On the 25th, 11st Street held a live broadcast titled "Everything About Black Friday," selling Amazon overseas products starting at 5 PM Korean time, coinciding with midnight in the U.S. when Black Friday begins.

Black Friday is considered the most important event of the year in the e-commerce industry. 11st Street chose the live broadcast platform to make Amazon direct purchases easy even for first-timers. They also leveraged the advantage of two-way communication to immediately reflect consumers' real-time reactions in the broadcast.

"The real Black Friday has arrived. Welcome to the biggest event of the year, the Black Friday special." As soon as the broadcast started, the viewership reached 340,000. The so-called 'live broadcast run' began immediately with viewers rushing to purchase special deals. Reflecting the characteristics of Amazon direct purchases, which mainly involve digital devices, 11st Street prominently featured external hard drives, graphics cards, speakers, and other products as main items in the live broadcast. Benefits such as customs and VAT payback, available only during the live broadcast, were also introduced. The AMD graphics cards sold out within 26 minutes of the broadcast start, showing that the main audience was the younger generation interested in digital devices.

11st Street maximized the advantages of interactive live broadcasting. Throughout the broadcast, comments like "Please show the Marshall speaker" and "I'm curious about the speaker's performance" appeared steadily in the chat. The show hosts responded in real time by saying, "There are many comments, so we'll show it right away," introducing the Marshall speaker during the product explanation and actually playing music to demonstrate its performance. They also created a 'real-time ranking show' where customers could check the top 5 best-selling popular products in real time, allowing others to see what customers were buying and which brands were popular.

The live broadcast ended with 820,000 viewers, far exceeding 11st Street's average viewership of 660,000. A representative from 11st Street said, "Amazon direct purchases are familiar to enthusiasts but many brand products are unfamiliar to the general public. The live broadcast allowed indirect experience, which led to better responses."

Lee Changwon, head of the Global Business Team in charge of this Black Friday event, said, "One of the biggest concerns while preparing the event was the exchange rate issue," adding, "It took more time negotiating with Amazon to offer prices that consumers could feel were affordable." He emphasized, "Despite these circumstances, we doubled the number of discounted items for Amazon direct purchases compared to last year and focused on digital products like external hard drives that highlight the strengths of Amazon direct purchases when selecting products."