CJ OnStyle's influencer commerce platform 'PickTheCell' is reopening with a renewal. Image of the 'Minwoong Lee Market' starting from the 26th (Photo by CJ OnStyle).
Approximately 300 Group Buys Conducted... Cumulative Order Amount Approaching 12 Billion KRW
Renewal Opening on the 26th... Creation of Influencer-Specialized Product Content
[Asia Economy Reporter Yuri Kim] CJ OnStyle announced on the 26th that its influencer commerce platform 'Pick the Cell' will have a renewal opening.
'Pick the Cell' is the first influencer group buying business platform introduced in the commerce industry. It is a service that links CJ OnStyle's 'Pick the Cell' page to influencer SNS accounts and sells specific products under exclusive conditions for a limited period.
CJ OnStyle has been operating 'Pick the Cell' since December 2019 to strengthen its group buying business capabilities, which have become a pillar of mobile commerce, and to lead the related market. Currently, CJ OnStyle's representative show hosts such as Dong Ji-hyun, Lim Se-young, Seo Ah-rang, as well as famous influencers and celebrities like Choi Seon-jeong (Lamittie), Kim Jun-hee (Eva Juni), Amanda, and Sim Jjang are affiliated with 'Pick the Cell.'
Group buying is based on trust in influencers. Accordingly, categories with high customer interest such as fashion accessories, beauty, and food, which reflect influencer influence and preferences, are active. CJ OnStyle explained that since its launch, 'Pick the Cell' has conducted about 300 group buys, with 70 participating influencers and a cumulative order amount of approximately 12 billion KRW. The 'Golden Dew Jewelry' market by show host Lim Se-young held in May recorded the highest performance to date, reaching about 800 million KRW during the three-day group buying period.
The renewed 'Pick the Cell,' opening on the 26th, plans to enhance its product matching system by considering influencers' preferences, followers, and subscriber age and gender. Since CJ OnStyle purchase coordinates (links) will be exposed through sellers' Instagram accounts for about three days, the content delivering product information will also diversify. Digital content specialized for each influencer will be produced, and CJ OnStyle's resources will support Instagram live broadcasts and more. Additionally, the product pages themselves will be enriched with stories, providing abundant visual content as if reading magazine content.
To strengthen the symbolism of the naming 'Pick the Cell,' which means meeting carefully selected favorite products at special prices, the brand logo will also be changed.
To commemorate the renewal opening, an encore group buy has been prepared by carefully selecting popular products among customers. The premium fashion tumbler 'Corkcicle,' which won the Red Dot Design Award, will be available in the show host Lee Min-woong market (July 26?28). The golf shaft prepared with influencer 'Sim Jjang,' who has 280,000 subscribers, will also open for group buying from July 27 to 30. This product attracted orders exceeding 200 million KRW during the first group buy. The 'Synetrol Diet Secret' famous for grapefruit diet (With Hong market, July 29?August 2) and food influencer 'Mosstory's' 'Jjukkumi Jeyuk Bokkeum' (July 27?29) will also be sold on 'Pick the Cell.'
Kim Jin-kyung, team leader of CJ OnStyle's Pick the Cell, said, "'Pick the Cell' has high customer satisfaction because purchases are made based on trust in influencers for differentiated products that were hard to find before. In the group buying market, which has established itself as a new growth engine in the distribution industry, 'Pick the Cell' will focus its capabilities on expanding the influencer pool and sourcing preference products."
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