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**[Interview] â??Only hands come out, but they sell 10 million won per 10 minutesâ?? Naver Commerce unmanned shopping**
The trend of unmanned shopping went beyond convenience stores and marts and continued in Shopping Live. The ‘unmanned shopping’ live, where there is no show host and no human face, has established itself as a filial corner of Naver Shopping.
In this shopping live, consumers can only see products and a ‘green man’ who wears a green chromakey costume and becomes an invisible person to express products only with his hands and voice.
When he shows Spam from CJ CheilJedang (097950), only his hands and lips holding the grilled Spam with chopsticks appear, and when he introduces the speaker, both hands holding the microphone move near the product . In the unmanned shopping shampoo episode scheduled for the end of this month, only the green man’s hand will appear, washing the hair of other employees sitting on chairs in the hair salon under the beauty salon concept.
Naver Shopping’s new shopping live ‘Unmanned Shopping’, which was launched in July of last year, has been broadcast over 50 times, recording an average transaction amount of 10 million won per 10 minutes of live broadcasting.
On the 5th, Chosun Biz met PD Kang Jung-hoon (37), an unmanned shopping host who is active as ‘Green Man’ at Naver’s headquarters in Seongnam-si, Gyeonggi-do, and Kang Mul-gyeol (34), a live commerce planning operator in charge of Naver Shopping Live management and affiliate business.
Live broadcasting with only human hands, B-level sensibility worked
â??At first, I was skeptical about why people had to appear on Shopping Live, but I think it has the advantage that viewers focus on the product because it mainly comes out with hands.â?
The host of this broadcast is none other than PD Kang Jeong-hoon, who is also the producer of this program. At first, he thoroughly hid his identity to the extent that even his friends and acquaintances could not recognize him properly, but now he communicates directly with thousands and tens of thousands of viewers under the nickname ‘Green Man’.
He said that he barely managed to get a green chewy costume through overseas direct purchase. However, as consumers’ reactions of ‘fun and fresh’ are linked to sales, more than 50 live broadcasts are continuing.
After working as a home shopping channel PD, he has been working as a Naver Shopping PD for two years.
During the live broadcast of Samsung Electronics (005930) Galaxy products , which became invisible and explained products only with their hands , it recorded sales of 80 million won in 10 minutes.
Sales continue through ‘short clips’, which are re-edited live broadcasts such as unmanned shopping into one-minute videos. As of March, the net payment amount of short clips increased by 329% compared to October last year.
More than 55% of small and medium-sized businesses, live broadcasting OK for grandmothers in rural villages
In Naver Shopping Live, as many as 1,000 live broadcasts are conducted a day, as well as unmanned shopping. There are at most 50 to 60 live broadcasts a month hosted by a PD from Naver, such as PD Kang Jeong-hoon. For the rest, the seller is directly conducting Naver Shopping Live.
Like this, helping sellers with live broadcasting and finding affiliates that can sell them is the planning and operator of River Wave Live Commerce. He has worked since the beginning of Shopping Live.
Since 2020, when live commerce was not active, I persuaded sellers and went directly to the live site to watch everything from ‘A to Z’.
According to Kang, 55% of the sellers are small and medium-sized merchants, of which more than 6,000 shopping live broadcasts are organized a week. He explains that it can be used as a sales and marketing tool not only by large corporations but also by single operators.
Naver Shopping Live, which has an unmanned shopping channel, was launched in July 2020, and as of the beginning of this month, the cumulative transaction amount exceeded 1.1 trillion won, and the cumulative number of views is recording 1.9 billion views.
â?Look forward to live commerce conducted by virtual humansâ?
In addition to unmanned shopping, Naver Shopping Live continues to take on various challenges. In mid-May, a short clip live broadcast test conducted by the virtual (virtual) human ‘Sol-i’ is also scheduled.
Unlike imperfect virtual humans, in which the face was virtual and the body was real, a complete virtual human will lead the shopping broadcast from beginning to end.
PD Kang Jeong-hoon said, â??Naver has a virtual studio, and not only the movements of the characters, but also the background where zombies appear, etc., all spaces are transformed into virtual reality.â? will,â? he said.
â??We launched the â??Shopping Live Solutionâ?? in mid-March, which allows all operators with their own malls to simultaneously transmit live broadcasts not only on the Naver Shopping page, but also on their own malls,â? said Kang Mulgyeol, planning operator. We are discussing interlocking,â? he said.
https://biz.chosun.com/distribution/channel/2023/04/17/JN7ZFDSUHJHTFLAPO5RRLKWD7U/
https://biz.chosun.com/distribution/channel/2023/04/17/JN7ZFDSUHJHTFLAPO5RRLKWD7U/