CJ ENM’s CJ Onstyle bets big on live commerce for breakthrough

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CJ ENM’s CJ Onstyle bets big on live commerce for breakthrough - Korea Economic Daily

Quick Summary:

That’s the current trend in the commerce market,” Jung Mi-jeong, vice president and chief marketing officer of CJ Onstyle, said at a press conference on the same day.“CJ Onstyle’s new programs will be produced to deliver new value to consumers to allow them to have new experiences.” The company pins high hopes on the new mobile live-stream programs amid a slowdown in the overall Korean e-commerce market, especially at-home TV shopping channels.

Over the same period, the mobile live commerce market jumped 27%.“I think the magic of blockbuster strategy will work,” Kim Ji-hyun, the head of Strategy and Investment at CJ ENM Commerce Division, said at the press conference.“The new programs are expected to be our signature content.”Under the blockbuster strategy, companies invest heavily in only a few products in hopes of a hit.

CJ Onstyle, the at-home TV shopping and e-commerce brand of South Korea’s content and commerce powerhouse CJ ENM Co., will go bolder with mobile live-stream shopping in hopes of escaping from e-commerce stagnation.