CJ OnStyle is positioning creators as a new growth engine for content commerce.
The company announced on September 2 that it will officially launch its business matching platform, 'ONTNER,' which connects creators with brands, on the 8th.
ONTNER is designed to identify high-potential combinations by integrating creators' content characteristics, fandom, and sales performance with product concepts and customer demand data. The platform also facilitates group purchases, mobile live broadcasts, and advertising.
The launch of ONTNER is backed by rapid growth. In the first half of this year, CJ OnStyle's creator collaboration orders surged 330% compared to the same period last year. The order volume for the first half alone surpassed last year's total, with the number of collaborating creators increasing 3.2 times and the number of collaborating brands growing 4.3 times.
CJ OnStyle is expanding collaborations with creators such as 'Deelisa,' who has 800,000 followers, as well as home expert 'Casarim' and living creator 'Dadasalim.' Some live broadcasts with certain creators have recorded order volumes of 3 billion won within an hour.
Through ONTNER, CJ OnStyle aims to allow creators to focus on content creation and fan management while handling everything from product discovery to sales, shipping, and customer service.
Data on products, customers, and orders accumulated during the collaboration process will be reanalyzed, and creators with verified performance will be nurtured as proprietary commerce intellectual property (IP) under brands like 'Casalog' and 'Deelisa's Perspective.'
Recently, CJ OnStyle's mobile growth has further supported this strategy. In the second quarter of this year, the company's mobile live commerce revenue increased by 161.3% compared to the same period last year.
During the same period, new app installations rose by 25.6%, and monthly active users (MAU) increased by 10.5%. Revenue from CJ ENM's commerce division also grew by 4.4% to 402.8 billion won.
Purchases through short-form content are also on the rise. In the first half of this year, mobile orders from CJ OnStyle via short-form content exceeded 3 million, and the order volume generated through external short-form channels increased 3.2 times compared to the previous year. Customers under 30 accounted for six times the increase in orders.
As consumer behavior shifts from searching for products directly to discovering and purchasing items through creators' content, CJ OnStyle is focusing on creators as a new sales channel, following its previous partnerships with YouTube and its 'discovery shopping' strategy that includes investments in creators.
In the future, CJ OnStyle plans to enhance the functionality of ONTNER by integrating artificial intelligence (AI) to not only match creators with products but also to predict sales performance.
A CJ OnStyle representative stated, "We will cultivate creators as a new driving force in content commerce and establish a unique competitive edge in content commerce that connects short-form, mobile live commerce, and creators, leading the discovery shopping market."
* This article has been translated by AI.
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