CJ OnStyle Sees 'One Platform' Effect... Last Year, 20 Billion KRW Transaction Volume with 88% Brand Growth

Accelerating 'One Platform 2.0' Focused on Mobile This Year

CJ OnStyle announced on the 7th that an analysis of last year’s sales of over 80 major brands participating in the ‘One Platform’ campaign showed an 88% increase in brands with transaction volumes exceeding 20 billion KRW compared to 2022.

One Platform is a business strategy that combines all channels and value chains owned by CJ OnStyle?including TV, T-commerce, mobile, live commerce, and YouTube?to provide customized solutions tailored to each brand’s product concept. CJ OnStyle introduced this strategy last year as the first in the industry to innovate its business structure. To accelerate the One Platform business last year, CJ OnStyle established a dedicated ‘One Platform Team.’

CJ OnStyle logo. [Image provided by CJ OnStyle]

The core of this One Platform business strategy is the ‘One Platform Campaign.’ The One Platform Campaign is a large-scale promotion that achieves optimal branding and maximum performance within a short period according to the brand’s objectives, such as increasing awareness of new products or brand renewal. The company explained that brands have secured competitiveness by choosing CJ OnStyle’s One Platform as the first channel for launching new products.

Representative new product launch cases include Samsung Electronics’ ‘Galaxy S23,’ Dong-A Pharmaceutical’s ‘Orthomol Vital,’ and Illoom’s ‘Cushino Bed.’ All these new products achieved over 100% of their targets during the One Platform Campaign period. Brands such as ‘Bienalsin (health functional food),’ ‘AHC (cosmetics),’ ‘Dual Sonic (beauty devices),’ ‘Bodyfriend (massage chairs),’ and ‘Hyundai Tour Zone (travel)’ each achieved transaction volumes exceeding 25 billion KRW exclusively through One Platform on CJ OnStyle. Notably, ‘Vivian (fashion accessories)’ recorded transaction volumes exceeding 50 billion KRW.

The One Platform Campaign also demonstrated the success potential of ‘Mobile to TV.’ Mobile to TV is a strategy that sources and nurtures popular brands on mobile first, then expands them into TV products. Representative cases, ‘Roborock’ and ‘Zacomo,’ each achieved cumulative order amounts of 25 billion KRW and 22.4 billion KRW respectively on CJ OnStyle last year.

Based on these achievements, CJ OnStyle will fully implement the ‘One Platform 2.0’ strategy this year, focusing on mobile. The core idea is to nurture new products for mobile centered on live commerce and strengthen product competitiveness across all channels through this.

CJ OnStyle's mobile live commerce channel 'Live Show'.
Photo by CJ OnStyle

In October last year, CJ OnStyle became the first in the industry to launch a YouTube-exclusive live commerce channel, ‘Hot Deal Set Net Open Run.’ This led to a dual operation of live commerce channels with its own app live commerce channel ‘Live Show’ and YouTube’s ‘Open Run.’ The company plans to provide customized customer data to brand companies based on the traffic secured through its own mall.

Kim Eun-sun, head of CJ OnStyle’s One Platform team, said, “This is the result of building an image as the first launch channel for new products and fundamentally enhancing the platform’s competitiveness through the One Platform system and One Platform Campaign, which support the qualitative growth of brands.” She added, “This year, we plan to showcase an even more distinctive One Platform-type performance centered on mobile.”

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