Coupang broadcasts Son Heung-min, Shinsegae recruited Choo Shin-soo… Sports Focused on Commerce

Tottenham Hotspur Son Heung-min is delighted to score his 100th goal against Leeds United on January 2nd. [사진 토트넘 트위터]

Coupang and the New World. Commerce Dinosaurs have begun to launch a new’Commerce + Sports’ version with global sports stars Son Heung-min and Choo Shin-soo. From the 5th of this month, Coupang will broadcast the match of Tottenham Hotspur in the UK Premier League (EPL) where Son Heung-min belongs through the online video (OTT) service’Coupang Play’. On the other hand, Shinsegae, which acquired the baseball team SK Wyverns on the 23rd of last month, surprised baseball fans with a surprise recruitment of Choo Shin-soo, who played in the US major league.

Coupang has been providing OTT service (Coupang Play) as a bonus to subscribers of paid membership’Coupang Wow’ since December last year. It was a lock-in strategy to keep customers in Coupang by providing free and early morning delivery benefits for 2,900 won per month, and even adding video content.

In the OTT industry, the possibility of Coupang Play’s success was dubious. This is because Coupang’s ability to produce original content is weak from the investment to date. However, it is not easy to monopolize high-quality external content. This is because global companies such as Netflix and Disney Plus as well as domestic companies such as Wave and Watcher are competing fiercely.

Amazon’s Prime Video has been offering major UK Premier League soccer games for free to Amazon Prime Membership subscribers since 2019. Amazon homepage

Coupang’s sports broadcast is a proven strategy in the role model Amazon. Amazon paid attention to sports as killer content by offering OTT’Prime Video’ to 150 million paid membership (Amazon Prime) subscribers around the world. Starting with the broadcast of the American Football League (NFL) and the Men’s Pro Tennis (ATP) in 2017, the live broadcast of the British Professional Football League (EPL) match was provided to Prime subscribers in 2019.

Professor Kim Yong-hee of Soongsil University’s Business Administration Department said, “Sports broadcasting is relatively easier to attract consumer interest than production-type content, and it can hold consumers longer.” As if it was successful by securing the right to broadcast, Coupang also saw sports as the core content,” he said.

Shinsegae, which owns E-Mart and SSG.com, is also seeking the possibility of commerce in sports. On the 23rd of last month, Shinsegae acquired the SK Wyverns, a baseball team related to Incheon, for 135.3 billion won. At the time of the acquisition of the baseball team, Shinsegae said, “We look forward to influx of new customers through the development of baseball-related PL (own brand) products, creating synergy by combining baseball with brand power such as E-Mart and SSG.

Shin-soo Choo, who joined the Shinsegae Group E-Mart baseball team while playing an active part in the Texas Rangers in the US professional baseball major league, is lifting his uniform at Incheon Airport on February 25. Union

Vice Chairman Jung Yong-jin came to the Audio SNS Club House on the 27th of last month and explained the background of the acquisition of the baseball team. He said, “Kakao and consumer goods companies are also interested in baseball teams,” he said. “Please look forward to how distribution companies do in the baseball game.” At the same time, the company’s No-Brand Burger and Shinsegae Starbucks’ plans to enter Incheon Munhak Stadium were revealed.

Vice-Chairman Jung named Kim Taek-jin, CEO of NC Soft, as the “benchmarking target,” and said, “Like’Taek-Jin-hyung’, please call me Yong-Jin-hyung.” NC Dinos, founded in 2011 by NCsoft, was evaluated for showing’IT Baseball’ by utilizing bold investments and data analysis technology. Last year, he won the Korean Series after 9 years of foundation. The victory ceremony, which was unfolded using NCsoft’s game Lineage’s item’Execution Sword’, played a major role in enhancing NCsoft’s corporate image by paying attention to overseas media.

NC Dinos players who won the 2020 Korean Series of Professional Baseball (KS) are cheering for their execution sword models. Union

Rakuten, the No. 1 e-commerce company in Japan, also runs the professional baseball team’Rakuten Golden Eagles’. Rakuten is creating synergy by combining baseball and entertainment by building a theme park and accommodations next to the home stadium. Vice-Chairman Jeong Yong-jin, who stressed the need to occupy the time and experience of customers on a daily basis, also said, “We will bring in high-tech manpower and promote the dome stadium by referencing various foreign countries such as Japan.”

Seo Yong-gu, a professor of business administration at Sookmyung Women’s University, said, “Shinsegae intends to strengthen its competitiveness by applying the strengths shown offline, such as Starfield and E-Mart, in the field of sports entertainment.”

Reporter Wonyeob Jung [email protected]

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