Mobile 'One Platform' Strategy... Targeting MZ Generation Trends
CJ OnStyle Transforms into Commerce Curation Platform
Fostering New Mobile Products Focused on Live Broadcasts to Enhance Channel Competitiveness
CJ ENM's CJ OnStyle is accelerating its mobile competitiveness this year and transforming into a 'media commerce curation platform' operator. It is actively implementing the 'One Platform 2.0' strategy, which nurtures new mobile-oriented products centered on live commerce (live streaming) and strengthens competitiveness across all channels. One Platform is a differentiated business strategy that combines all CJ OnStyle channels, including TV live, T-commerce, mobile, live streaming, and YouTube, to provide customized solutions that fit each brand's product concept.
CJ OnStyle is accelerating the 'One Platform 2.0' strategy by dualizing its channels into its own app live streaming channel 'Live Show' and the YouTube-exclusive live streaming channel 'Hot Deal Set Net Open Run (Open Run)' this year. In early December last year, the premium robot vacuum cleaner brand 'Roborock' introduced on 'Open Run' set a remarkable record by exceeding 2 billion KRW in sales on the same day. This achievement came just 50 days after the channel's launch.
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On its own app live streaming, CJ OnStyle focuses on creating communities within the app targeting the core 30-40 age group, led by content commerce programs developed as proprietary IPs such as 'Btinaneun Saenghwal' and 'Jalsaneun Unnideul.' Recently, it launched the mobile live streaming exclusive campaign 'All-in Live,' which combines live streaming and short-form content. As part of the 'All-in Live' campaign last month, the sales of Inspire Entertainment Resort tickets reached nearly 5.3 billion KRW in order amount. Among all customers who placed orders, 38% were in their 30s and 49% in their 40s, showing that the 30-40 age group, which has become a major force in mobile live streaming, accounted for a total of 87%. It is analyzed that by quickly introducing hot places, CJ OnStyle captured the trend-sensitive MZ generation and the 30-40 age group.
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