SEOUL, May 4 (Korea Bizwire) — South Korea’s home shopping industry is turning to digital technology to win back “Generation MZ” consumers, which includes both millennials and Generation Z.
Lotte Homeshopping created a virtual model named Lucy, who achieved a 100 percent sales record as a show host since her debut.
In a demonstration show last year, bags presented by Lucy were sold out in 25 minutes.
Vivienne Westwood bags and compact-sized dryers also sold out in 30 to 40 minutes in January and February, thanks to her outstanding performance.
Lotte Homeshopping superimposes Lucy’s face on an actual model responsible for making the movements and the voice.
KT Alpha Shopping, a subsidiary of major telecom operator KT Corp., partnered with music streaming service operator Genie Music to introduce the first artificial intelligence (AI) composer in the home-shopping industry.
By entering a keyword that describes a certain program, like “bright” or “jumpy,” the AI creates a theme song that would go along with the program.
The industry is also implementing media walls that display background videos through LED screens without requiring a separate stage set.
CJ Onstyle began a test drive of the media wall last year, saving more than 20 percent on production costs and more than 50 percent of the time spent preparing for the shows.
Hyundai Home Shopping introduced media walls in three of its six studios, and Lotte Homeshopping is contemplating a virtual studio that employs augmented reality (AR) technology.
The industry is transitioning to digital because the number of TV viewers is decreasing.The operating profit of major home-shopping platforms last year saw a significant decline from the previous year.
As the online platform replaces television as the primary channel for consumers, home-shopping businesses must bring their shows to the mobile platform.
They are also producing variety shows on YouTube to attract the emerging group of Generation MZ consumers.
H. M. Kang (email@example.com)