This photo provided by LG Electronics Inc. shows its newest plugless StandbyME TV.
SEOUL, Sept. 23 (Korea Bizwire) — Home appliance manufacturers are diversifying their marketing strategies to win the hearts of the new and upcoming MZ generation, born between the 1980s and 2000s.
Samsung Electronics Co. appeared on Naver Live Commerce to release and sell the new multifunctional cooking appliance BESPOKE Qooker while its rival LG Electronics Inc. began receiving pre-orders for the plugless StandbyME TV through the company’s live commerce platform.
These products have sold out on the live commerce platforms, adding to higher demand after going viral, the companies said.
Live commerce, or TV home shopping-style mobile shopping, has emerged as a potential game changer for the retail sector as it could transform the segment on the back of tech-savvy younger consumers who enjoy video-based content on mobile devices.
The industry has also joined hands with luxury brands popular among the MZ generation to come up with synergetic marketing strategies.
Samsung, in collaboration with Italian luxury brand Gucci, released the Gaok Smart Guide, an exclusive digital application for the GucciGaok, Gucci’s second flagship shop in Seoul named after the Korean traditional house “gaok.”
LG Electronics and LG Display Co. recently set up some 100 LG OLED displays for exhibition at the BVLGARI COLORS exhibition hosted by the famous jewelry brand.
H. M. Kang (hmkang@koreabizwire.com)
