[Asia Economy Reporter Jeon Jinyoung] CJ OnStyle announced on the 21st that it will launch a new live commerce program called ‘Naega Mammanhani (Lee Siyu’s Mamstyle)’ aimed at solving the concerns of millennial moms aged 35 to 45. The plan is to strengthen communication with the core target group of women in their 30s and 40s and carefully select and recommend items they truly need.
‘Naega Mammanhani’ will air its first broadcast at 10 a.m. today on CJ OnStyle’s live commerce channel ‘Live Show’ and will be broadcast daily at the same time on weekdays. Lee Siyu, a girl group member and musical actress, will appear as the host and personally recommend popular items across various categories such as fashion, beauty, baby & kids, and living.
‘Naega Mammanhani’ goes beyond the existing sales-focused live commerce format and will be broadcast with a communication-focused problem-solving concept. Lee Siyu, who is herself a working mom in her 30s, will candidly share the concerns she has experienced, encouraging viewer participation. In line with the differentiated program concept, the studio will also be set up with a unique radio booth feel. Like a friendly radio program airing daily at the same time, viewers can comfortably share various concerns about parenting, work, and household chores at 10 a.m. while enjoying reasonable shopping.
During the first week of the broadcast, CJ OnStyle’s Baby Fair event’s representative products will be sold at special prices. If you are worried about noise between floors and child safety, it is recommended to purchase the latest model of the ‘Alzip Mat’ on the 22nd. Various options will be sold at about 40% off the regular price, and the perceived price is further lowered through 10% reward points and card discounts. Additionally, customers who leave photo reviews will receive a baby sofa as a gift.
Customers concerned about child education should check out the ‘Idle eBook Reading Club Membership’ on the broadcast on the 25th. At an affordable price of about 10,000 KRW per month, discounted by more than 50% from the regular price, they can enjoy both reading and English learning effects at once. On the 22nd, during the ‘Libero Touch Diaper’ sales broadcast, an event will also be held where an iPad Mini and Dior lipstick will be given away by lottery.
To commemorate the program launch, a reward points event will be held for a month to encourage viewer communication and participation. Customers who share stories about parenting concerns on Lee Siyu’s personal social media accounts, actively participate, or communicate actively in the broadcast chat window will be selected to receive reward points. Customers who capture the ‘Naega Mammanhani’ broadcast screen or the special exhibition page and promote it through their personal SNS accounts will also be given reward points by lottery.
Kim Woojin, team leader of CJ OnStyle Mobile Live Production 2CELL, said, “CJ OnStyle is planning broadcasts where viewers can empathize and enjoy with the host even if they do not intend to purchase products,” adding, “We will create a customer preference empathy program that has both product and content competitiveness, not a uniform simple sales-type live commerce broadcast.”
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