CJ Onstyle to implement new mobile live shopping strategy

The new program MCs take a commemorative photo at the ‘Next Content Commerce’ press conference held at the CJ OnStyle headquarters in Bangbae-dong, Seoul, on the 22nd. [Courtesy of CJ ENM]

CJ ENM Commerce Division, also known as CJ Onstyle, is pursuing a new “entertainment commerce” model by merging its entertainment expertise with mobile live shopping to become a leading retail player across all age groups.

The company unveiled its mobile live commerce strategy at a press conference on Thursday. “Our new mobile live show programs will become the premier content for our live broadcasts,” the company stated. As live shows are available on external platforms, CJ ENM anticipates a more efficient investment approach and an expansion of its “one-platform” strategy to these external channels.

CJ Onstyle will launch five new programs designed to create a “blockbuster effect.” Fashion segments will be hosted by actress Han Ye-seul, beauty content by singer Soyou, living product content by actor Ahn Jae-hyun, premium children’s products by singer Sunye, and new product introductions by broadcaster Kim So-young.

The hosts will present the shows differently from traditional home shopping hosts, CJ Onstyle explains. While traditional hosts primarily focus on delivering product information and prices, star hosts will center the shows around engaging content. The goal is to create high-quality content that keeps viewers entertained even if they are not interested in buying the product.

Recent consumer trends show that content is playing an ever-increasing role, with popular YouTube content often leading viewers to make purchases. “Customers can see how products fit into celebrities’ lifestyles, and brands can benefit from being featured in storytelling,” the company said.

It will also look to improve the quality of its content as it accelerates its one-platform strategy, with the company’s one-platform strategy integrating various channels from mobile to TV. Although the production cost of blockbuster programs is higher compared to existing content, the ability to broadcast across multiple channels helps manage the increased cost per platform.

CJ Onstyle has seen increased sales and profitability from its previous mobile-focused strategies, which is believed to have given the company the confidence to announce its “blockbuster” strategy. According to the Financial Supervisory Service, CJ ENM‘s commerce division reported earnings of 719.6 billion won ($535 million) in the first half of 2024, up about 9 percent from the same period during the previous year. Operating profit margins improved from 5.5 percent to 7.4 percent.