CJ OnStyle, the commerce institutional sector of CJ ENM, said on the 7th that this year's revenue rose 4.5% to 378.5 billion won. Operating profit for the same period came to 23.9 billion won, down 7.6%.
A CJ OnStyle official said it was "the result of expanding strategic investment to strengthen mobile competitiveness, including producing commerce content and advancing artificial intelligence (AI)."
In the first quarter this year, CJ OnStyle's mobile live commerce gross merchandise value (amount excluding returns and cancellations) rose 137% from a year earlier. The analysis said short-form content and influencer-based traffic expansion drove growth, and the strategy to strengthen fandom intellectual property (IP) expanded the inflow of new customers.
In the second quarter, the company plans to sustain revenue growth by expanding fandom IP and strengthening competitiveness in high-engagement premium products. It will expand collaborations with major external IPs, including the Korea Baseball Organization (KBO) and the film "The Devil Wears Prada 2."
A CJ OnStyle official added, "We will rapidly expand our fandom customer base and simultaneously boost customer inflow and lock-in by strengthening large-scale campaigns and premium product sourcing," adding, "We will also continue to invest in AI-based content."