"CJ OnStyle's Influencer Content Strategy: Differentiating Live Commerce"

CJ OnStyle mobile live commerce broadcast screen (Photo by CJ OnStyle).

Expansion of Mobile Live Commerce Broadcast Content, Live Broadcast Hours Increased from 25 to 50 Hours per Week
Launch of Influencer 'Seller Live,' Strengthening Category-Specific Program 'Planned Live'
"Proposing Lifestyle Suggestions that Resonate with Preferences, Aiming to Become the Leading Live Commerce Platform"

[Asia Economy Reporter Yuri Kim] CJ OnStyle announced on the 11th that it will strengthen the 'mobile live commerce' sector by differentiating content through influencer recruitment and significantly increasing live broadcast hours. The goal is to grow as the strongest player in the live commerce field alongside the industry-leading TV channel.

CJ OnStyle stated that mobile live commerce will be broadcast live for 10 hours daily from Monday to Friday, totaling 50 hours per week. This doubles the previous 25 hours per week. The broadcast programs will operate around two pillars: 'Seller Live,' a concept of 'preference resonance broadcasts' between influencers and viewers, and 'Planned Live,' category-specific programs.

CJ OnStyle launched the industry's first mobile live commerce channel 'Shock Live' in 2017 and introduced the influencer joint purchase market 'Pick the Sell' using SNS in 2019. CJ OnStyle explained, "We have perfected mobile live commerce by combining the strengths of e-commerce, home shopping, and SNS broadcasting based on extensive experience operating various channels."

'Seller Live' is a program created by recruiting influencers specialized in fields such as beauty, baby & kids, and food. It was first introduced on May 10, the brand launch date of CJ OnStyle. The concept is a one-person influencer broadcast in the form of SNS live streaming, aiming to build intimacy and empathy with viewers. The cast lineup consists of influencers who have built fandoms on YouTube and Instagram. The beauty program is hosted by 'Yokuki' and 'Isia.' Yokuki has 220,000 YouTube subscribers with parody videos of celebrity fashion and makeup from dramas, as well as realistic product reviews.

The food program is led by 'Kim Berry,' 'Cookie Run,' and 'Nam Dohyung Voice Actor,' a famous cartoon character voice actor and YouTuber. 'Joo Hyunjung,' a former comedian and YouTuber specializing in kids' content, is in charge of the baby & kids program. Tech YouTuber 'Bangguseok Review Room,' with about 200,000 subscribers, handles the home appliances category.

The category-specific program 'Planned Live' will also expand its product range and programs. The scope, previously limited to baby & kids, fashion, and luxury with 'KidsNOW' and 'CelebShopNOW,' will be extended to home appliances, food, and beauty. 'The BeautyNOW,' premiering on the 12th, is a beauty program airing every Wednesday, Thursday, and Friday at 9 PM, where a beauty specialist host and influencers help viewers solve skin concerns. 'Ssadang Electronics,' airing every Monday and Tuesday at 8 PM, is a broadcast where host Oh Hee-do and a home appliance expert YouTuber provide objective and realistic product reviews from a fictional home appliance company. 'Meogeo Bwayaji' airs every Wednesday and Thursday at 8 PM and is a mukbang online tour program featuring host Lee Won-gyo and actor Choi Kwang-won.

Park Jung-hoon, head of CJ OnStyle's Mobile Live Team, said, "Although many companies have entered the live commerce market as it has become a hot topic in the distribution industry, few have secured customer trust, an essential element of non-face-to-face transactions, and expertise in video shopping business. CJ OnStyle will leap forward as the leading live commerce platform based on its long-accumulated product and content capabilities."

Meanwhile, CJ OnStyle is an integrated brand of TV home shopping (CJ O Shopping), internet shopping mall (CJmall), and T-commerce (CJ O Shopping Plus) launched on May 10. CJ OnStyle's mobile live commerce can be accessed via the 'Live Show' tab at the top of the CJ OnStyle mobile application and the 'Mobile LIVE' icon under the 'Home' tab.

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