South Korean Celebrities Drive Shift in Home Shopping Strategies
South Korea’s home shopping industry is undergoing a significant transformation, with celebrities playing a pivotal role in reshaping marketing strategies. Traditionally, home shopping channels have relied on established hosts to drive sales. However, recent trends indicate a strategic shift towards leveraging the influence of popular celebrities to attract a younger, tech-savvy audience.
CJ OnStyle, a prominent home shopping platform, has been at the forefront of this change. By featuring celebrities like Han Ye-seul and Ahn Jae-hyun as content MCs, the channel aims to appeal to consumers in their 20s and 30s. This approach has led to a substantial increase in viewership and engagement. For instance, the fashion program "Han Ye-seul’s What to Wear Today" garnered 400,000 page views, and the total transaction volume of CJ OnStyle’s live broadcasting has more than doubled over the past month compared to the same period last year. (mk.co.kr)
Similarly, GS Shop has introduced the "Soyoujin Show," targeting female customers in their 40s. This program offers a comprehensive lifestyle perspective, encompassing daily family life, and has been well-received by its intended audience. (mk.co.kr)
Lotte Home Shopping has also embraced celebrity marketing with programs like "Shopping Yuri These Days," featuring actor Lee Yoo-ri. This initiative focuses on introducing substantial items for housewives in their 30s and 40s, including household goods and food, and has seen positive responses from consumers. (mk.co.kr)
The integration of celebrities into home shopping strategies is not only enhancing viewer engagement but also driving sales. The success of these programs underscores the effectiveness of celebrity-driven marketing in appealing to a diverse consumer base. As the industry continues to evolve, the collaboration between home shopping channels and celebrities is expected to play a crucial role in shaping the future of retail in South Korea.
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