PURPOSE: An ESL(Electronic Shelf Label) system operating method is provided to effectively decentralize data traffic by utilizing a reservation function in the operation of an ESL system. CONSTITUTION: An electronic tag(100) transmits the information by displaying product information transmitted from a server. The electronic tag includes a communication interface unit(120) and a control unit. The communication interface unit processes communication. The control unit processes the product information. The communication interface unit transmits and receives data by connecting with a communication network.
