Curly, 40% of the views in the first quarter of this year on Labang ↑…Focus on strengthening 'product power and benefits'

*This content was translated by AI.

Retail tech company Curly announced on the 8th that the cumulative number of live broadcast views in the first quarter increased by 40% year-on-year.

Curly hosted a total of 47 live broadcasts until the end of March this year. The average number of views per episode was about 240,000, and fresh food, home meal replacement (HMR), and beauty products were broadcast. Among them, Derma brand Thetafil Broadcasting reached 500,000 views, breaking a quarterly record.

Curly's live broadcast will take place on its own app from 8:30 p.m. It is characterized by differentiating quality and discount benefits with a single product and composition that can only be met at Curly. All products ordered during the broadcast will be available the next morning by 'New Star Delivery'.

In particular, the customer response of HMR products was outstanding. "Gigeo Gomtang" and "Obongjip," which aired in January and February, recorded 420 and 200 orders per minute, respectively. It was the highest number of orders per minute in the first quarter, and up to seven were sold per second. The fact that it was prepared as a Curly solo product was the main effect.

Fresh products such as Korean beef, Korean pork, apples, and strawberries were also popular. Curly's own brand "KF365 Hanwoo," which aired in March, showed the largest quarterly purchase conversion rate, with a purchase conversion rate of nearly 7% compared to the number of viewers. Apple, strawberry, and handon also showed higher purchase conversion rates of more than 5%, respectively.

Curly has been expanding its range of products sold from food to non-foods since it began broadcasting live in 2022. Amid increased demand for beauty and living, the proportion of non-food groups in the first quarter of this year exceeded half. Premium hair care brand Renee Whiter, Skinsutics, The Chosun Hotel bedding, and Prosche received great responses.

An official of Curly said, "The number of customers visiting Labang is steadily increasing due to the characteristics of curation-based select products and the convenience of receiving them right away the next morning if you order during broadcasting," adding, "This year, we will strive to provide Curly's unique shopping pleasure by increasing the product group and further strengthening the purchase benefits and shopping experience."

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*This content was translated by AI.