GS Shop has launched an aggressive strategy focusing on 'premium brands' and 'trendy electronics' to target the demand for home appliances. Moving beyond simply introducing products, the company aims to secure products with strong brand recognition and innovative features that catch consumers' attention proactively, positioning them as a breakthrough solution in a tough economic climate.
According to the industry on the 25th, GS Shop will unveil the first 'Philips Sonic Toothbrush new product' in the domestic industry during the 'Now Baek Ji-yeon' broadcast on the 9th of next month. It was also revealed that 'Dreame', a leader in the robot vacuum cleaner market, will be added to the lineup. This strategy involves proactively introducing premium brands that were previously difficult to find on home shopping channels in order to target consumer demand.
Jung Jin-hae, head of GS Shop's home appliance team, explained, "In the past, annual operations were possible with one hit product, but now, with product life cycles becoming shorter, at least 5 to 10 hit products need to be supported."
According to the industry, the domestic home appliance market in 2024 fell by 10.5% to 18 trillion 562 billion won compared to the previous year. In the first half of 2025, both offline (-5.8%) and online (-7.7%) sales decreased, staying in the 9 trillion won range. Particularly, large appliances such as TVs and refrigerators are underperforming.
In such an environment, GS Shop is strengthening its 'select and focus' strategy. The key is to simultaneously strengthen the 'Well-known Brand' sourcing with high brand recognition and secure 'On-trend products' that respond quickly to trend changes. While popular general-purpose appliances are sluggish, specific categories such as premium small appliances and robot vacuum cleaners, which improve quality of life, continue to show strong demand.
To adapt quickly to changing consumer patterns, GS Shop is focusing on enhancing its 'quick sourcing' capabilities to increase product discovery and introduction speed. A prime example is when they first introduced Breville's semi-automatic espresso machine 'Barista Touch Impress' on 'Now Baek Ji-yeon' in February, attracting attention.
To enhance its content commerce competitiveness, GS Shop is also strengthening its 'integrated sales' system that combines TV and mobile. By coordinating the entire process from pre-broadcast marketing to post-broadcast management, they maximize sales efficiency on mobile and TV. Additionally, they are focusing on securing differentiated products from the planning stage through joint planning with partners to expand exclusive products.
Head Jung mentioned, "The home appliance market may be challenging, but there are still growing categories and opportunities." He added, "GS Shop will maximize customer experience by leveraging its content commerce competitiveness and integrated sales capabilities."