CJ ENM said on the 6th that second-quarter revenue at CJ OnStyle was tallied at 402.8 billion won, up 4.4% from a year earlier. Operating profit for the same period rose 21.2% to 26.0 billion won.
A strategy of re-editing mobile live commerce broadcasts into short videos and distributing them on external platforms contributed to earnings growth. The company noted that short-form content drew customers to the CJ OnStyle application (app) and strengthened a structure that leads this to product purchases.
In fact, second-quarter mobile live commerce (MLC) gross merchandise value increased 161.3% from the same period last year. New app installs and monthly active users (MAU) rose 25.6% and 10.5%, respectively.
CJ OnStyle expanded consumer touchpoints by spreading short-form videos edited from live broadcasts across external channels such as YouTube, Instagram and TikTok. As a virtuous cycle took root in which users who encountered content on external platforms visited the CJ OnStyle app and purchased products, the app's competitiveness also improved.
Tying commerce to IP with established fandoms, including Korea's professional baseball and films such as "The Devil Wears Prada 2," "Wolrun" and "Minions," also helped expand customer acquisition.
On the product side, the company strengthened programming in high-growth categories such as premium travel and infant and child goods, as well as health supplements and premium beauty.
A CJ OnStyle official said, "As we spread short-form content edited from live broadcasts on external channels such as YouTube, Instagram and TikTok, app inflow increased and the app's competitiveness strengthened," adding, "Enhancing product programming in premium travel and infant and child categories, health supplements and premium beauty categories was also effective."