E-Land Retail to Create Dedicated Live Streaming Studio Stores

First among distributors... Live broadcast count surpasses 2,200

E-Land Retail, operator of NC Department Stores and NewCore Outlets, is venturing into dominating the live commerce market.

E-Land Retail announced on the 18th that it has surpassed 2,200 live broadcast sessions. Just six months after the establishment of the live commerce team within the group in August last year, precisely 2,264 broadcasts have been conducted, averaging 12 times a day, meaning broadcasts are almost continuously available during customer waking hours.

An average of 60 minutes per session translates to a total of 135,840 minutes of broadcasting so far, equivalent to producing over 1,100 two-hour films. Broadcasts are ongoing across seven platforms providing live broadcast services such as Kakao, Naver, Grip, Source Live, and also on its own platform, E-Land Mall.

The reason for the ability to conduct so many live broadcasts is due to the simultaneous operation of different types of live broadcasts, such as 'Shop Live' (broadcasts conducted by store managers) and 'Vlog Live' (broadcasts featuring show hosts, influencers, etc.), and the ability to target all categories of broadcasting with E-Land's diverse content assets.

In fact, E-Land is showcasing a variety of contents in live broadcasts, not only clothing sold in NC Department Stores but also food from Kim's Club, Ashley HMR products from E-Land Eats, and tickets for E-Land Cruise Han River cruises.

An E-Land representative said, "After the broadcast, we thoroughly analyze customer reactions and sales data to identify the most effective channels and times for each product and apply them to the next broadcast. Because E-Land Retail has invested in creating an efficient system for content and broadcasting, including clothing and fresh food, it has been possible to exceed 2,200 broadcasts."

Opening of dedicated live streaming branches in collaboration with Kakao, Coupang for 'Farm Live' broadcasts

E-Land Retail plans to open a 'dedicated live broadcast studio store' at NewCore Kwangmyung in April. The store, connecting filming, shipping, and sales, will start shipping immediately after orders come in during the live broadcast, enabling nearby customers to receive products before the broadcast ends.

The design of the NC Singuro Store, opened last August, also considered live commerce. Compared to traditional brand stores, it has been designed with longer vertical dimensions to facilitate broadcasting with cameras placed at the front of the store. Customers can visit the store directly if they are interested in products featured in the live broadcasts shown on the large screens in the first-floor plaza. The branch fulfillment system also beta-tested the 'Today Direct Shipping' service, allowing live purchase customers to receive delivery on the same day.

It shows a new distribution model where offline stores are used as studios for live broadcasts as well as logistics hubs. Collaborations with platforms such as Coupang Live and Kakao are actively underway. E-Land entered into an MOU with Kakao last October, agreeing to a mutual business agreement for SNS commerce and currently collaborating on live broadcast content.

From the content perspective, E-Land Retail's discount mart 'Kim's Club' will enhance 'Farm Live' broadcasts based on its producer network. Producers guaranteed by Kim's Club will appear live to explain the production process of their products and sell them to customers through a direct-from-farm shipping system.

Training for shop managers concerned about the decline in offline sales due to COVID-19 continues. It includes training on product and price composition, filming techniques for broadcasting, and how to respond to comments, aiming to help live commerce take root in the store.

An E-Land Retail representative said, "This year, E-Land Retail plans to show a new model of distribution where offline sales and live broadcasts occur simultaneously, with logistics, delivery, and filming freely conducted. E-Land Retail will present solid live commerce content based on the know-how accumulated from long-term operation of offline branches and its own sourcing capabilities," said the representative.