Live stream studios for Chinese influencers to open in Korea for K-beauty/fashion promotion

2019.04.26 12:17:53 | 2019.04.26 12:18:33

A poster to promote the April 29 opening of Korea’s first live streaming center for Chinese social media influencers, or “wanghong” [Photo by Together Korea]이미지 확대

A poster to promote the April 29 opening of Korea’s first live streaming center for Chinese social media influencers, or “wanghong” [Photo by Together Korea]

A large-sized live streaming center dedicated to Chinese social media influencers and internet celebrities will open next week in the heart of Seoul’s Dongdaemun, one of Korea’s busiest fashion and beauty markets.

The 1,000-square-meter center named `Together Korea` will be inaugurated on the 8th floor of Maxtyle Building next Monday to live stream the promotion and sale of a variety of best Korean branded cosmetics and other K-fashion items to Chinese consumers through visiting Chinese internet celebs, or Wanghong, on a daily basis.

Thie would be the first dedicated live-streaming studios for Wanghong in Korea to promote Korean products.

The center consists of 26 studios for optimized broadcasting by Wanghong and up to 100 online and mobile broadcasts can be produced a day. The broadcast center will be run by MaXtar8, a joint venture established by Race, a Korean cosmetics manufacturer and beauty products distributor, and China-based Together Supply Chain, which operates a massive Wanghong cluster in Hangzhou where China’s biggest online retailer Alibaba is headquartered.

Some Alibaba executives and key Wanghong are scheduled to attend the inauguration ceremony on Monday. A set of well-known Korean cosmetics such as Sulwhasoo, Laneige, VT and Koreana Cosmetics will be promoted on the first day of broadcasting.

Viya, one of China’s top internet celebrities, achieved 18 billion won ($15.53 million) in daily sales of Korean products during her recent live streaming in Korea.이미지 확대

Viya, one of China’s top internet celebrities, achieved 18 billion won ($15.53 million) in daily sales of Korean products during her recent live streaming in Korea.

The studio cluster in Korea takes cues from China’s nascent ‘Wanghong economy’ based on influencer marketing in social media. Chinese Wanghong can attract many internet and mobile users, which can translate into huge profit through e-commerce and online advertising.

Live streaming by Wanghong Weiya during Single`s Day, Nov. 11, China`s biggest shopping spree, attracted about 2.3 million watchers and generated $43.17 million in sales.

China`s Wanghong has a growing influence in Korea’s beauty and fashion industry whose main targets are young Chinese consumers. Wanghong’s live streaming in Korea also raises reliability of Korean products, contributing to a sales increase.

Korea’s big retailers like Shinsegae International and Lotte Duty Free Shop recently invited Wanghong to promote their products.

By Oh Dae-seok and Minu Kim

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