CJ Onstyle announced on the 13th that the order amount through the shorts tab at the bottom of the Tving application increased by an average of 174% monthly from April, when the service pilot operation began, until recently in July. During the same period, the influx to the CJ Onstyle mobile app through the Tving shorts tab also grew by an average of 197%.
CJ Onstyle and Tving launched operations in July after conducting a pilot test of 'shopping shorts' in April this year. By combining CJ Onstyle's content, commerce, and product planning competitiveness with the popularity of Tving, the number one over-the-top (OTT) service in Korea, they targeted the pool of potential in the short-form commerce market. Pressing the 'view more products' button within the shorts video redirects users to the CJ Onstyle mobile app for purchasing products.
In this collaboration, KBO League merchandise, for which Tving holds exclusive broadcasting rights, gained popularity. The 'Odense KBO Figure Tumbler' video, produced by CJ ENM's commerce institutional sector subsidiary Brandworks Korea (BKI), was simultaneously displayed in Tving shopping shorts and the KBO specialized section, recording the highest order amount in Tving shopping shorts in July.
The 'Odense KBO Figure Tumbler' is popular due to its design featuring mascots from 10 teams and team colors and has currently sold out completely. Additional production is set to begin this month for the upcoming autumn baseball season.
A CJ Onstyle official noted, 'Significant results are emerging as we add commerce features to highly engaging short forms,' adding, 'As the trend of shorter content consumption extends into the shopping area, we plan to continuously expand external channels so that more customers can experience CJ Onstyle's short-form content.'