【S Holdings Co., Ltd.】 Revolutionizing “selling” with live commerce, providing a shopping experience that moves the heart ~ “ABITOKYO” opens a shop to coincide with the arrival of TikTok Shop in Japan S Holdings Co., Ltd. Press Release: June 30, 2025 Attention Media Members Revolutionizing “selling” with live commerce, providing a shopping experience that moves the heart ~ “ABITOKYO” opens a shop to coincide with the launch of TikTok Shop in Japan The fusion of “watching and buying” changes consumer behavior in the video era S Holdings Co., Ltd. (Headquarters: Kami-Osaki, Shinagawa-ku, Tokyo; Representative: CEO Yan Yongjing; hereinafter, “the Company”), which operates the live commerce fashion e-commerce mall “1899mall” and develops fashion brands such as ABITOKYO, has registered with “TikTokShop,” which was launched in Japan in June 2025, and “ABITOKYO” will open a TitTok shop on June 30, 2025. We will be the first to deliver a “new form of shopping” that connects viewing and purchasing in real time through short videos and live streaming to the Japanese fashion market.
https://prcdn.freetls.fastly.net/release_image/90341/8/90341-8-911877a2526b20d564b0d3d080069b27-996×562.png ■From “communicating” to “delivering” through live broadcasts. Taking the first step towards a new sales experience Live commerce is growing explosively overseas, including in China. With the emergence of platforms boasting a daily distribution volume of 15 trillion yen, the wave is also sweeping over Japan. Up until now, our company has generated annual sales of 3.5 billion yen, mainly from ZOZOTOWN, but as a new way to connect with customers “more real, more close,” the president himself tried live commerce on TikTok. Starting with zero followers, TikTok’s “Tsubame Channel” had a peak of 7,000 simultaneous connections within a year of its launch, and the total number of viewers per broadcast exceeded 100,000. Currently, monthly sales from live commerce alone have grown to 200 million yen. ■“Shopping without returns”. Empathy and satisfaction achieved through live streaming Realistic communication of material, size, and style, which was difficult in general EC. Live commerce allows you to resolve concerns and questions on the spot through one-on-one conversations with viewers. “Do you have XL size?” “I’m worried about my stomach area, is that okay?” By responding to these voices in real time, the return rate has dropped significantly. Customer feedback is directly reflected in product development, and is also used in size expansion and functionality. ■ Live is not just for sales, it is a place to convey emotions
https://prcdn.freetls.fastly.net/release_image/90341/8/90341-8-58bd5e38dbc217038d18a5941a766109-1179×2550.jpg Representative Tsubame says: “After the live stream is over, customers sometimes say, ‘I can now try out different fashions,’ ‘It was a relief for me,’ or ‘I felt courageous.’ There are moments when I think that just that is enough.” Our live stream is a show-like experience that you can enjoy just by watching. It’s not just about shopping, it also brings you the “fun of watching,” the “joy of learning,” and “smiles and energy.” ■Anyone, anywhere. Expanding possibilities with live commerce S Holdings, which operates ABITOKYO, is also promoting a project to train live commerce salespeople. Live commerce is not only for major brands, but also for individuals and small and medium-sized brands, and is a way to balance sales and sales through the power of video. It is attracting attention as a comprehensive sales method that can deliver fun and fashion to people living in rural areas or who have difficulty going out. ■What is TikTokShop
https://prcdn.freetls.fastly.net/release_image/90341/8/90341-8-d95e2a680777b1c22c7877609f15b51a-309×291.jpg Swallow Channel https://www.tiktok.com/@enyonjin
https://prcdn.freetls.fastly.net/release_image/90341/8/90341-8-9cfa1f92231984e54e3cde7c8f806e83-294×252.jpg The devil who created ABI https://www.tiktok.com/@abitokyoen Image
URL: https://prcdn.freetls.fastly.net/release_image/90341/8/90341-8-0adfc46b50c9359f327bfd9cd28fa694-294×262.jpg Miporin Channel https://www.tiktok.com/@mihoabitokyo TikTok Shop is an e-commerce function that allows users to complete the process from product introduction to purchase on the video platform “TikTok”. It is being rapidly introduced around the world and will be officially launched in Japan on June 30, 2025. TikTok has more than 33 million monthly active users in Japan, with 62% of them being aged 18 to 34. With an average daily usage time of 96 minutes, it boasts a usage rate that exceeds that of YouTube and Instagram, and is the largest consumption touchpoint for Gen Z and millennials. ■Future Outlook If the way of selling changes, the brand’s possibilities will be greatly expanded. We want to change the issue of “good products not selling” with a new sales method called live commerce. This is our wish. Under the slogan “Enliven Japan with Live Commerce,” we will spread great products nationwide and heart-warming shopping experiences through live commerce. S Holdings will continue to enjoy the changes of the times and create a new shopping culture together with the local community. ■Company Profile Company name: S Holdings Co., Ltd. Head office location: 4th floor, MEGUROVILLAGARDEN, 3-5-11 Kamiosaki, Shinagawa-ku, Tokyo Representative: Representative Director and CEO Yan Yanjing Established: May 14, 2012 Capital: 50 million yen Business: Live commerce business, live commerce training business, brand business, apparel business, AI business, IT system business HP: https://saikoh-net.com/ 【TikTok】 Swallow Channel:
https://www.tiktok.com/@enyonjin The devil who created ABI:
https://www.tiktok.com/@abitokyoen Miporin Channel:
https://www.tiktok.com/@mihoabitokyo
https://prcdn.freetls.fastly.net/release_image/90341/8/90341-8-c95d0593e800eecf0c6a43234ef164f9-1142×275.png
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