Expansion to Mobile with 'IP Universe'

CJ OnStyle to Expand Video Content IP Universe Across Mobile Live Commerce and TV
Mobile Live Commerce Transaction Volume Surged 96% Last Year

CJ OnStyle announced on the 19th that it plans to focus on expanding its video content IP universe across mobile live commerce and TV this year.

The mobile live commerce (live shopping) market is rapidly growing. According to Lab Data from Labangba, the mobile live commerce market size reached 3.5 trillion KRW last year, growing 15% compared to the previous year. Recently, global video platforms such as YouTube and TikTok have also entered the market, and the related market size is expected to grow even larger this year. Currently, the market is being formed mainly around platforms such as CJ OnStyle, Naver, and Kakao.

CJ OnStyle opened the door to the domestic live commerce market by launching the mobile live commerce channel 'Shock Live' in 2017. In 2021, CJ OnStyle was launched and Shock Live was completely revamped into 'Live Show.' Last year, the company made a major overhaul of its mobile app, officially expanding 'video commerce' by launching a mega live show IP and adding a Shorts tab.

CJ OnStyle designated last year as the 'first year of mobile expansion' and put emphasis on the mega mobile live show launched in August. Representative programs include 'Han Ye-seul's What to Wear Today' and 'Ahn Jae-hyun's Brief Indoor Break.' As a result, CJ OnStyle's mobile live commerce transaction volume surged 96% year-on-year last year. The mega mobile live show was a hit, with an average page view (PV) of nearly 300,000 per episode, and last year's cumulative mobile live commerce unique visitors (UV) increased by 501% compared to 2023, while new live commerce customers increased by 82%.

The number of new brands entering CJ OnStyle last year was about 800, tripling compared to 2023. Among them, the number of new brands entering mobile live commerce increased by about 400 compared to 2023. Representative new brands last year include 'VT Cosmetic,' 'Tom Program,' 'Barquen,' 'Minix,' and 'Inspire Resort.'

CJ OnStyle aims to expand its video content IP universe across mobile live commerce and TV this year. It plans to increase mobile and TV video content IPs to 50 and diversify content formats such as short-form and mid-form. It also plans to expand IPs to external video platforms such as YouTube and TikTok. A CJ OnStyle official said, “We will accelerate the cultivation of globally competitive K-live commerce by leveraging our overwhelming video content production capabilities built over 30 years and accelerating expansion into external channels.”