[Report] 100 Million KRW Order in 1 Hour... Nike Kids Launch 'Live Broadcast' Partnered with CJ OnStyle

On the 2nd, broadcaster Hyun Young is hosting CJ OnStyle's content commerce program 'Hyun Young's Choice' at the Nike Kids flagship store in Lotte Department Store Jamsil branch.

[Asia Economy Reporter Jeon Jinyoung] “Many people are curious about the sizes in real time, so I’ll show you right away.” On the morning of the 2nd at 11 a.m., the first Nike Kids store opened at Lotte Department Store Jamsil Branch, holding its launch event in collaboration with CJ OnStyle’s new live commerce content, ‘Hyeonyeonghan Choice.’ Even before the broadcast started, the area outside the store was bustling with people coming to watch the live commerce.

“Hello, Hyeonyeonghan Choice is broadcasting outside for the first time.” On that day, Hyeonyeong, the show host, wore products sold on the live commerce, such as Nike Kids windbreakers, and conducted the broadcast. Since it was the first store in Korea and already attracted considerable consumer interest, the live commerce viewership surpassed 140,000 within 10 minutes of the broadcast.

“My child is 124cm tall and weighs 30kg; what size would be best?” Questions asking about children’s height and weight appeared in the real-time chat, and the merchandise planner (MD) immediately replied, “I recommend size 140 for a comfortable fit.” Seven MDs were present during the broadcast to promptly answer incoming questions. This kind of two-way communication is a unique advantage of live commerce.

Contents from the real-time chat were also directly reflected in the broadcast. When questions about kids’ long padding sizes kept coming in, Hyeonyeong immediately responded by having a kids’ model wear the long padding and explaining the sizes. The raffle event was also conducted on-site through a drawing. The collaboration was successful. The broadcast surpassed 200,000 viewers in 30 minutes and reached a peak viewership of 230,000. The order amount exceeded 100 million won. A CJ OnStyle official said, “Since the first store opening event was presented as a live commerce with discount benefits, more customers seemed to gather than usual for live commerce broadcasts.”

Recently, more companies in the industry are choosing live commerce as a promotional tool. This is to effectively target MZ generation (Millennials + Generation Z) customers who are familiar with mobile environments. Live commerce is broadcast online in real time, making it easy for the MZ generation, accustomed to mobile environments, to access. Through real-time chat, customers can ask questions and show hosts can answer, enabling two-way communication. In the case of CJ OnStyle and the first Nike Kids store, the main viewing age group of live commerce and the main customer base of Nike Kids both being MZ generation parents contributed to the success.

An industry insider said, “Live commerce allows mobile optimization and two-way communication, so inquiries from companies wanting to hold new product launch events via live commerce are increasing,” adding, “Various formats such as concerts and talk shows are also possible, making it convenient to target younger customer groups compared to traditional home shopping broadcasts.”