CJ OnStyle Expands Mobile and TV Content IP to 50... "External Channel Expansion"
Fostering Popular IPs and Expanding to External Channels like YouTube and TikTok
Strengthening Taste Curation in Fashion, Beauty, and Living
CJ OnStyle announced on the 12th that it plans to increase its mobile and TV video content programs (intellectual property, IP) to 50 this year, nurturing major IPs to expand to external video platforms such as YouTube, TikTok, and Instagram.
The IP universe refers to the expansion where flagship TV programs spin off to the company's mobile applications or external channels, or popular mobile programs secure fandoms and reverse-expand to TV.
Currently, CJ OnStyle owns over 40 video content IPs. Last year, it conducted more than 1,000 live broadcasts per month on average across mobile and TV, with 6.5 million purchasing customers. Representative IPs include the lifestyle curation show "Choi Hwajeong Show" and broadcaster Kang Joo-eun's "Good Life." In August last year, it became a hot topic with a mega live show led by famous celebrities, establishing "Han Ye-seul's What to Wear Today" and the living program "Ahn Jae-hyun's Indoor Break" as representative mobile IPs.
Due to the success of the mega mobile live shows, CJ OnStyle's cumulative unique visitors (UV) for mobile live commerce increased by 501% compared to 2023, and the number of new customers rose by 77%. The number of new brands entering mobile increased by a staggering 636%. Next month, the company is set to unveil Season 2 of the mega mobile live show.
This year, CJ OnStyle plans to diversify content formats using IP into short-form and mid-form videos like variety shows and dramas, expanding IP to external video platforms. This strategy is possible because CJ OnStyle is a discovery-type shopping platform where taste curation in fashion, beauty, living, and baby/children categories is important, rather than a search-based purpose-driven shopping platform. The production workforce is also the largest in the industry. Currently, there are over 130 content planning PDs for mobile and TV, and including technical staff, the content production workforce exceeds 300.
The opening salvo will be led by South Korea's representative beauty program "Get It Beauty." The popular mobile show "Get It Beauty Friends," which gained popularity last August, will be adapted into a TV IP and launched early next month. This is the first case of presenting a single IP simultaneously on mobile and TV. Different major celebrities will host the program according to the channel's characteristics. This year, CJ OnStyle aims to continuously create killer IPs that allow infinite content expansion beyond channel limitations.
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A CJ OnStyle official stated, "The core of the evolving One Platform Strategy 3.0 (a multi-channel strategy integrating CJ OnStyle mobile, TV, and external channels) this year is commerce innovation that expands not only products but also video content IPs to external video platforms," adding, "Based on our overwhelming video content production competitiveness built over 30 years, we will accelerate the cultivation of K-Live Commerce that resonates globally."
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