By Bahk Eun-ji
Major TV home shopping channels are in fierce competition to scout star show hosts; not hesitating to grab celebrities from rival companies.
GS Shop, one of the major shopping retailers, recently signed Dong Ji-hyun, a leading host who has worked with CJ O Shopping for 14 years. Dong was one of the company's top-notch hosts, selling 240 billion won worth of products at CJ O last year.
Another star host, Jung Yoon-jung, also signed with Lotte Homeshopping in April, after she left GS Shop, taking responsibility for cosmetics that contained steroids last September.
Jung worked at GS Shop for 15 years.
After Jung resigned, home shopping firms put in a great deal of effort to recruit her, and she eventually chose Lotte Homeshopping.
Officials of TV home shopping companies said they rely on star hosts to a great extent to increase sales, because TV homeshopping in Korea is more like an entertainment show.
"There is strong emotional bond between hosts and customers, and I would say it is a kind of marketing strategy for TV homeshopping shows. Show hosts play key role in attracting customers especially in a short running time," said an official of GS Shop.
Unlike Western home shopping advertisement that are usually more informative than entertaining, major Korean home shopping channels have developed unique styles with their hosts.
"Customers have to decide on buying products such as clothes and handbags on the show even before they actually try them on. That's why they rely more on host wearing the products and talking friendly to customers watching the show," the official added.
Experts say hosts are obviously influential when it comes to TV home shopping.
"This is because customers think that products sold on TV by popular hosts are more reliable," said a researcher for LG Economic Research Institute.
The researcher said the customers' trust is directly related to the sales of those firms, so they have no choice but to scout famous hosts.
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Jung Yoon-jung |
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Dong Ji-hyun |
GS Shop, one of the major shopping retailers, recently signed Dong Ji-hyun, a leading host who has worked with CJ O Shopping for 14 years. Dong was one of the company's top-notch hosts, selling 240 billion won worth of products at CJ O last year.
Another star host, Jung Yoon-jung, also signed with Lotte Homeshopping in April, after she left GS Shop, taking responsibility for cosmetics that contained steroids last September.
Jung worked at GS Shop for 15 years.
After Jung resigned, home shopping firms put in a great deal of effort to recruit her, and she eventually chose Lotte Homeshopping.
Officials of TV home shopping companies said they rely on star hosts to a great extent to increase sales, because TV homeshopping in Korea is more like an entertainment show.
"There is strong emotional bond between hosts and customers, and I would say it is a kind of marketing strategy for TV homeshopping shows. Show hosts play key role in attracting customers especially in a short running time," said an official of GS Shop.
Unlike Western home shopping advertisement that are usually more informative than entertaining, major Korean home shopping channels have developed unique styles with their hosts.
"Customers have to decide on buying products such as clothes and handbags on the show even before they actually try them on. That's why they rely more on host wearing the products and talking friendly to customers watching the show," the official added.
Experts say hosts are obviously influential when it comes to TV home shopping.
"This is because customers think that products sold on TV by popular hosts are more reliable," said a researcher for LG Economic Research Institute.
The researcher said the customers' trust is directly related to the sales of those firms, so they have no choice but to scout famous hosts.
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