CJ O Shopping Doubles October Programming of Infant and Children's Products

Offline Infant and Child Events Canceled Due to COVID Impact
Demand Concentrates on Home Shopping and Online, Increasing Sales

[Asia Economy Reporter Lim Hye-sun] CJ ENM O Shopping Division announced on the 15th that it will double the number of TV home shopping broadcasts for infant and children's products in October compared to the same period last year, and hold a 'Smart Parenting Life' special exhibition on CJ Mall. 'Smart Parenting Life' is a TV-online integrated infant and children's product special exhibition launched last April and held seasonally every month.

On the 19th at 2:35 PM, the 'Blue Rabbit Starter Package' (447,000 KRW) will be exclusively offered on CJ O Shopping, and on the 20th at 11:35 AM, the 'Biryoungso Classic Collection' (399,000 KRW) will be introduced exclusively on CJ O Shopping. Among these, the Biryoungso Classic Collection, consisting of 50 essential world classic literature books for elementary students and 10 English editions, is a new product being introduced to the market for the first time through this broadcast. On the 22nd at 12:35 PM, the last live broadcast of the year for the 'Micro Kickboard,' which is easy to steer and safe, will be held. It will be offered at the industry's lowest price with exclusive additional components from CJ.

On the 27th at 11:35 AM, the 'Blue Rabbit Toy Book,' known as the 'National Collection,' will be introduced. Customers who purchase in October will receive a 'Our Children's Song Smartphone Sound Book' as a gift. On the 26th, the 'Oxford Reading Tree Reading Book,' famous as an English reading material for infants and elementary students, will be sold. Also known as 'ORT,' this product is published by Oxford University Press in the UK and has been loved steadily for over 30 years as a reading bible.

The reason CJ O Shopping is increasing broadcasts of infant and children's products is due to the growing demand for these products through non-face-to-face channels such as TV home shopping and online shopping malls. As infant and children's product fairs held at large conventions such as COEX have been consecutively canceled, people are turning to other channels.

Analyzing the sales broadcasts of infant and children's products aired on CJ O Shopping, the number of broadcasts in September this year increased by 1.5 times compared to the same period last year, and the number of brands introduced nearly doubled. With the increase in remote classes due to COVID-19 and difficulty in using public libraries, CJ O Shopping's infant and children's book sales in September this year grew by about 70% compared to the same period last year. A CJ O Shopping official explained, "There is also an influence from the trend of parenting moms aged 30-44 who enjoy online communication such as 'virtual housewarming parties,' and the industry expects that offline events for infant and children's products will be difficult to hold until spring next year."

This content was produced with the assistance of AI translation services.