CJ OnStyle's 'ComeOnStyle' Orders Surpass 160 Billion Won in H1... Record High

ComeOnStyle Event Achieves Largest First Half Performance to Date

CJ OnStyle announced on the 18th that its largest shopping event, 'Come On Style,' surpassed a cumulative order amount of 160 billion KRW, achieving the highest performance in the first half of the year since the event's inception.

CJ OnStyle explained that the success of Come On Style in the first half was driven by an increase in the number of new products. Despite consumer sentiment being dampened by high inflation and high interest rates, the strategy of expanding live broadcasts (live commerce) focused on new products during the event period and enhancing the perceived benefits of new products proved effective.

CJ OnStyle shopping festival 'Come On Style' event image. [Photo by CJ OnStyle]

During the 10-day Come On Style event held from the 5th to the 14th, 32% of the top 80 best-selling products were new products introduced this year. By channel, e-commerce accounted for 75% of the order amount, and the number of e-commerce customers increased by 23% compared to last year. It was explained that the strategy of revamping the membership program before the event and increasing mobile membership benefits during the event period worked well.

Looking at the top 80 best-selling products by category, the most new products were launched in Beauty (31%), followed by Fashion (29%), Living (23%), and Health Functional Foods & General Foods (14%).

Notably, emerging beauty brands showed remarkable growth. The number of beauty products ranked in the top 80 sales approximately doubled compared to the previous year. The beauty brand 'VT,' which was the first in the distribution industry to enter CJ OnStyle, ranked high within two weeks after launching new products. Premium brands such as Est?e Lauder and Lab Series, which CJ OnStyle launched for the first time in the industry, as well as beauty devices like Mediheal Cube and Dual Sonic, also gained popularity.

Many summer fashion new products such as short-sleeve T-shirts, T-blouses, and bustiers sold well due to the early heat. Summer fashion accessories like sunglasses, sun visors, and sandals also gained popularity a season ahead.

Travel products were also popular. During the event period, Southeast Asia and Northern Europe value package tours were popular overseas, while hotel resort products such as Inspire Entertainment Resort and Walkerhill were favored domestically. Living products saw an increase in order amounts through mobile live broadcasts during the event. The airtight container brand Barquen, which applies vacuum technology, recorded nearly 700 million KRW in sales through mobile live broadcasts alone, and the ceiling fan brand 'Lucy Air' and Danish lighting brand 'Louis Poulsen' also sold out completely. This demonstrated that the purchasing pattern of living products, which customers used to buy by seeing them offline, also applies to mobile live broadcasts.

A CJ OnStyle official stated, "Based on a one-platform strategy encompassing mobile and TV, we achieved record-breaking results in the first half by presenting new products and diverse benefits that reflect customer needs. Come On Style will continue to evolve into a differentiated event that not only offers products customers seek and reasonable shopping benefits but also allows branded live videos to be viewed without time and space constraints."