CJ OnStyle said on the 2nd that it will officially launch "ONTNER," a business matching platform that enables consolidation between creators and brands, on the 8th.
ONTNER is a platform that analyzes creators' content characteristics, fandoms, and sales performance to enable consolidation with suitable products and brands. Following mobile live commerce and short-form, CJ OnStyle plans to grow creators into a new pillar of content commerce and expand their tastes, expertise, and fandoms into its own commerce IP (intellectual property).
The platform's launch was influenced by the recent rapid increase in creator collaboration results. In the first half of this year, CJ OnStyle's order value from creator collaborations rose 330% from a year earlier, growing 4.3 times. In just half a year, it surpassed last year's annual order value. During the same period, the number of collaborating creators and brands increased 3.2 times and 4.3 times, respectively.
CJ OnStyle is currently collaborating with "DeElisa," who has 800,000 followers, the home management expert with 22 years of experience "Kkasalim," and the living creator "DadaSalim," among others. In some mobile live broadcasts tied to creators, order value reached 3 billion won in one hour.
CJ OnStyle plans to systematize creator collaborations that have been conducted individually by centering them on ONTNER. The platform's name carries the idea of turning creators' value "on (ON)" and becoming a "partner" that grows together.
On ONTNER, it analyzes the fit between products and creators by combining creators' content and fandom traits and existing sales performance with product concepts and customer demand data. Based on this, it enables various forms of collaboration, from affiliates using reward L.I.N.C to group purchases, mobile live broadcasts, and advertising.
Creators focus on content production and fandom management, while CJ OnStyle handles commerce operations such as product sourcing, content production support, sales, delivery, and customer service. From a brand's perspective, it can secure a creator's fandom that fits its products as a new customer base.
During collaborations, CJ OnStyle will analyze content responses and product, customer, and order data to identify high-performing combinations, and will grow creators with high growth potential into its own IP, such as "Kkasalog" and "DeElisa's Perspective."
A CJ OnStyle official said, "The competitiveness of content commerce depends on who helps consumers discover products with what content and leads them to purchase," and added, "We will grow creators into a new driver of content commerce and build unrivaled content commerce competitiveness that connects short-form, mobile live commerce, and creators to lead the discovery-driven shopping market."