CJ O Shopping Launches Mobile-Centered Integrated Brand 'CJ OnStyle'

TV Home Shopping, T-Commerce, and Online Malls Transform into 'Live Preference Shopping Platforms'
Expansion of Live Commerce Features... Style Proposals from Three Major Specialty Malls: Fashion, Living, and Beauty

[Asia Economy Reporter Jo In-kyung] CJ O Shopping is unifying the separate brands used for TV home shopping, internet shopping mall (CJmall), and T-commerce (CJ O Shopping Plus) into one, and will launch a new integrated brand, 'CJ ONSTYLE', on the 10th of next month. The goal is to pioneer the 'live preference shopping' market that selects products perfectly suited to customers' tastes across TV and mobile.

Shifting Business Focus from TV to Mobile... Betting on 'Live Commerce'

On the 28th, CJ ONSTYLE CEO Heo Min-ho held an online briefing and emphasized, "We will break down the boundaries between channels, shift our business foundation to mobile, and allow customers to find products and services from all live channels in one place."

To this end, CJ ONSTYLE first added a 'Live' tab to the mobile app menu. It implemented a 'Multi Live' feature where users can check broadcasts not only from home shopping, T-commerce, and live commerce but also from influencer commerce channels (Pick The Cell) at a glance. The mobile app screen will be displayed on the TV home shopping screen, and the product categories and types of the rapidly growing live commerce and influencer commerce will be greatly expanded.

The core target audience is women aged 35-54, corresponding to 'Millennial Moms' and 'Generation X.' The goal is to combine the product strength of specialty malls and the reliability of comprehensive malls to propose a lifestyle that satisfies customers' preferences with discerning products and brands, going beyond simple product sales.

A CJ ONSTYLE official explained, "The existing distribution paradigm has long become a red ocean of cutthroat competition based on price and speed," adding, "Under the new theme of lifestyle proposals, we will pioneer a new market beyond the mature TV home shopping market."

Proposing 'Lifestyle' through Fashion, Living, and Beauty Specialty Malls

The core of the lifestyle proposal lies in the three major specialty malls for fashion, living, and beauty. They plan to present niche products and brands, which are difficult to handle in comprehensive malls, in the form of curated shops tailored to each specialty mall's characteristics. Until now, online shopping malls operated by TV home shopping mainly served as auxiliary channels allowing customers to purchase TV home shopping products online.

CJ ONSTYLE plans to reorganize products centered on the three specialty malls and enhance the independent competitiveness of each specialty mall to make mobile the company's core axis. The fashion flagship store 'CELEBSHOP' features an optimized size recommendation function for individual customers and curates designer, luxury, global, national, and private brand products through expert TPO (Time, Place, Occasion) styling guides, recommending new outfits weekly to provide a convenient and enjoyable fashion shopping experience.

'Olive Market' is a living curated shop specialized in expert recommendation functions based on practical trends. 'The Beauty' offers products verified for effectiveness based on expert reviews tailored to skin troubles, as well as home care products for seasonal concerns such as hair and body, and beauty solutions that address immediate issues.

Transforming the Industry Paradigm with a 'Mobile First' Strategy

Curated services providing differentiated customer experiences through meticulous management will also be strengthened. By clicking the circular launcher icon located at the bottom center of the mobile app, customers receive optimized personalized information in real-time feed form. It is designed for convenience, allowing users to view all shopping information such as coupon benefits, reward points, order and delivery status, and customer center inquiries at a glance.

In delivery, a new 'Next Day Arrival' service considerate of customers' lifestyles will be introduced. Based on data analyzing purchase patterns and themed around holidays like Children's Day and Couples' Day, products curated in-house and ordered by 11 PM will be delivered the next day. 'Sharing Delivery,' reflecting the desire to use home shopping products with many components with family or acquaintances, 'Scheduled Delivery' allowing customers to specify delivery dates, and 'Safe Delivery' through convenience stores or secure parcel lockers will also be operated.

CEO Heo said, "In line with the media environment where the boundary between TV and mobile is disappearing, we aim to transform the industry paradigm with a 'mobile first' strategy," adding, "We will help customers find their lifestyle with discerning products and brands and plan the optimal lifestyle so that customers can experience reasonable preference consumption."

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