CJ OnStyle CEO PGM 'Edge Show' Achieves Total Order Amount of 10 Billion Won

CJ OnStyle's Edge Show.

[Asia Economy Reporter Jeon Jinyoung] CJ OnStyle's fashion specialty program, ‘Edge Show,’ has grown into a representative live commerce program by achieving a cumulative order amount of 10 billion KRW. Through the upcoming spin-off program ‘Edge Special,’ it plans to further strengthen the fandom formed through active customer communication and trust, as well as expand its product categories.

Since its launch, Edge Show has gained great popularity, reaching a total order amount of 10 billion KRW and about 140,000 customer orders in approximately eight months. Since last September, the shopmaster host Lee Solji, who appears every weekday at 7 PM without fail, has maintained active communication and strong trust with loyal viewers, which is a key factor in its popularity. The program has secured a solid fandom, with over 30,000 customers subscribing to notifications to catch every broadcast. Over the past eight months, so-called ‘Moseori’ (a term derived from ‘Edge’ to describe loyal viewers) have repeatedly watched the broadcasts, pushing the cumulative view count beyond 1.5 million.

The success factors include various concept broadcasts that provide customers with a special shopping experience. Currently, Edge Show airs five times a week, each with a differentiated concept. Mondays focus on style, where fashion stylist Park Jina and host Lee Solji share the best coordination tips for different situations. Tuesdays feature a Golden Bell-style broadcast that increases customer participation by giving prizes to customers who complete missions. On Wednesdays, host Lee Solji transforms into a DJ, listening to and solving customers’ fashion concerns as if on a radio show. Thursdays are conducted under a plus title, introducing products from categories other than fashion. Fridays are Trend Days, sharing various current lifestyle trends.

CJ OnStyle’s Edge Show plans to accelerate category and scope expansion based on its solid fandom. Until now, it has focused solely on selling The Edge, CJ OnStyle’s representative fashion brand, but through the new spin-off program, it is expanding its product lineup into various categories. On the evening of the 28th at 7 PM, the Edge Special broadcast will sell products from the Italian-style home appliance company ‘Smeg’ live for the first time in live commerce history. ‘Smeg’ is a highly preferred home appliance brand among the main viewer demographic of women in their 30s and 40s. In response to actual customer requests, the broadcast will offer the brand’s representative products such as the Victoria hood, induction cooktop, electric kettle, and coffee machine at discounts of up to 27%.

Jinhan Bae, head of CJ OnStyle Mobile Live, stated, “Edge Show, which mobilizes CJ OnStyle’s product management and broadcast production capabilities, has been recognized as a live commerce program that viewers can ‘trust and purchase anytime.’ We will further enhance customer satisfaction through professionally curated product recommendations by the shopmaster and broadcast content that maximizes the communication strengths unique to live broadcasts.”

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