Hyundai Home Shopping is undertaking a mobile live commerce channel rebranding, changing everything from the channel name to its flagship programs. Through this, they plan to significantly accelerate the influx of the MZ generation (Millennials + Generation Z) and diversify their customer base.
Hyundai Home Shopping announced on the 10th that it will change the name of the live commerce channel operated on the official online mall Hyundai H Mall mobile application from the existing ‘Shopping Live’ to ‘Shora,’ and to effectively promote the new channel name, it will prominently feature the catchphrase ‘Trust and Buy Shora.’ To this end, Hyundai Home Shopping registered the trademark ‘Shora’ in August last year.
To commemorate the rebranding, Hyundai Home Shopping will launch a new fixed program called ‘Guhaewat Shora’ at 9 PM on the 11th. This unique broadcast selects popular products that are difficult to find on typical shopping channels, such as the so-called ‘sold-out craze items’ and ‘innovative items’ popular among the MZ generation, and adds live broadcast limited benefits for sale. The plan is to develop this into the flagship program representing ‘Shora.’
While existing live commerce focused on categories with high sales proportions among the MZ generation, such as luxury goods, ‘Guhaewat Shora’ differentiates itself by sourcing and selling highly scarce lifestyle items.
The first broadcast products are the ‘Petit Elin Jellycat Rabbit Doll’ and keyring, known as a nationally beloved attachment doll. These products have high demand among young parents in their 30s and the MZ generation, causing sold-out situations in domestic open markets. Customers who purchase during the live broadcast will receive special benefits, including prizes such as a ‘rabbit-shaped stone ring’ and 2,000 H points credited to all customers who purchase over 50,000 won.
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