MxMIndia

Tag: Kenny Shin

  • National award-winning director Pradeep Sarkar, who has filmed movies such as, Parineeta and Mardani, has directed the TVC

    ‘Shop a new trend’ says Shop CJ in new campaign

    By A Correspondent

     

    When home-shopping and e-commerce players in the market are offering deals and discount to attract customers, Korea based home-shopping player Shop CJ has taken a different approach. The differentiating strategy is to offer products associated with trendy lifestyle, which aims to improve the lifestyle of people by helping them shop a new trend. As part of its rebranding initiative, the company created its first TV commercial, directed by the national award-winner Pradeep Sarkar. The film conveys company’s new philosophy and brand identity. It shows the name of Star CJ alive being changed to Shop CJ.

     

    Kenny Shin

    Kenny Shin, CEO, Shop CJ, says, “We are trying to change the overall perception of the home–shopping industry. Additionally, the TVC rebranding showcases our aim to bring ultra-trendy, durable, innovative, customer-friendly and cost-effective products to the customers.”

     

    Donald Kwag, head of marketing, says, “The television commercial is to convey company’s new philosophy and the name change. We are pushing it aggressively on social media as well.”

     

    The new brand tagline – ‘shop a new trend’, which is  unveiled in the TV advertisement, signifies company’s product offering that are in synch with customers lifestyle and latest trend. The TVC is featuring real life people sharing their story and proud moment with Shop CJ’s products.

     

    The film is conceptualized by the creative agency Percept H, which is a 50:50 joint venture between India’s Percept and Japan’s Hakuhodo Inc. The 30 and 60-second versions of the commercial will air on various channels of Star Network from May 2015.

     

  • The company, which started business in September 2009 with Star as a joint venture partner, has now allied with Providence Equity partners

    Star CJ is now Shop CJ, to concentrate on TV-led sales

    By Dyanne Coelho

     

    Leading 24/7 home shopping channel Star CJ now has a new name. It dons a new logo and will be called Shop CJ Network Pvt. Ltd..The company, which started business in September 2009 with Star as a joint venture partner, has now allied with Providence Equity partners. According to Shop CJ Network CEO Kenny Shin, Star exited the alliance as it figured that home shopping was not a part of its core competency. “Star wished to focus on the entertainment and sports business, which is why they quit the alliance,” Shin said.

     

    At the launch of the new logo and identity of the network, Shop CJ also presented its new tagline – ‘Shop a new trend’ by which it wishes to cater to a wider spectrum of consumers.“Shop CJ is focused on trends to transform the Indian customer’s lifestyle. We are not focused on discounts and on catering to the customers pockets like our competitors Flipkart, Snapdeal and Amazon,” said Shop CJ Marketing head Donald Kwang. Kwang stressing that unlike some e-commerce destinations, Shop CJ’s major sales come from its television network. As much as 94 percent of CJ Shop’s sales are from TV, whereas a meagre 6 percent comes from the internet and mobile combined. “For the time being we would like to focus on our television consumers, as they contribute to the largest part of our revenue,” Kwang added.

     

    The rebranding of Shop CJ is to better align the company’s philosophy with its future strategy. Talking about future initiatives, Shop CJ CFO N. Ramakrishnan said, “We are looking to expand in the east and north-east through physical warehouses. We are also looking to enhance our warehouse management system in order to enhance logistics and boost back-end services.” In order to further their stance in the e-commerce market, the company is attempting to understand buying patterns of the Indian consumer. “Indian consumers have a much rationalizsd purchase behavior. If they don’t like a product, or if the quality of the product is not up to the mark, they will send it back. This is why we ensure a high standard of product quality testing,” said Shin.

     

    Other than India, parent CJ O Shopping operates home shopping networks in Korea, China, Japan, Thailand Turkey, Phillipines and Vietnam.

     

  • A special team from Korea was assigned to develop the M-commerce website of the company

    Star CJ unveils new m-Commerce website

    By A Correspondent

     

    Home shopping network Star CJ has launched its m-Commerce website, bringing its products and services closer to its consumers. This move has been taken to take advantage of the growing number of mobile internet users in India, which presently is estimated to be 120 million, much more than the users using internet on their computers (estimated at 100 million). The other major reason behind this step is the overwhelming success experienced by the company for their mobile DM service, which was launched as a pre-requisite to this m-commerce website in June this year. The mobile DM service has been growing at an average month-on-month rate of 250 per cent fetching the company 55 per cent of the total sales through internet as compared to 45 per cent achieved from the e-commerce front. The company informed that a special team from Korea was assigned to develop the M-commerce website of the company, which is going live on 19th November 2014.

     

    The biggest differentiating factor for Star CJ’s m-Commerce website is the live access provided to the consumers buying products from distinct sellers on the platform to view Star CJ alive on their mobile phones. This will also allow the consumers to view live demonstrations of the products, over and above their images and specifications.

     

    Commenting on the launch of the new website, Kenny Shin, CEO Star CJ Network says, “M-commerce has grown phenomenally in India due to rapid growth in the smartphone sector. Star CJ looks at this platform as one of the greatest opportunities to penetrate further into the Indian market. The team has done an impressive job with the design, making it extremely easy for consumers to access and navigate through the website.”

     

    The website has been specifically designed for easy access and navigation on all types of mobile phones with internet. A direct link would be provided to the users, which will connect them to the Star CJ call centre on a simple click. This will smoothen and simplify the purchase, freeing the consumers from the tedious online payment process. Special discounts would be offered to the early birds, celebrating company’s presence on the m-commerce platform.

     

  • Star CJ alive, the home shopping channel from the Star group, has announced its 3 millionth customer

    Star CJ Alive celebrates 3 million customer milestone

    By A Correspondent

     

    Star CJ alive, the home shopping channel from the Star group, has announced its 3 millionth customer – an incredible feat for a channel launched in India only three years ago.

     

    Kenny Shin

    Commenting on this, Star CJ Network India Pvt Ltd’s CEO, Kenny Shin, said, “It has been an exciting and enriching journey for us. Star CJ alive has grown because of the incredible faith our viewers have in us and we always Endeavour to involve them in our celebrations. We say a big thank you to our customers and felicitating our highest shoppers is only one of the many celebrations we have lined up.”

     

     

  • Star CJ Alive, the 24×7 home shopping channel from the Star Group, has announced the appointment of Kenny Shin as the new CEO for India

    Star CJ Alive appoints Kenny Shin as CEO for India

    By A Correspondent

     

    Star CJ Alive, the 24×7 home shopping channel from the Star Group, has announced the appointment of Kenny Shin as the new CEO for India.

     

    Taking charge of his role at Star CJ Alive this year, Mr Shin joins from CJ O Shopping, the Korean conglomerate, where he was in a key leadership role, having been with the company since 2002. Based out of the Mumbai office, his key mandate is to provide strategic direction for Star CJ’s long term India growth plans.

     

    Mr Shin started his career at Dong-Suh Research Institute before moving on to complete his MBA from the University of Rochester. Post that he held various senior leadership positions in his stellar career at reputed companies such as Eastman Kodak Company, Rochester, NY; Hansol M.com, Seoul, Korea and HansoliGlobe, Seoul, Korea.

     

    Under his able guidance at CJ O Shopping (world second biggest home shopping company in terms of revenue), the company went to the No 1. position in the TV home shopping segment in Korea in a span of two years. He successfully managed various divisions within the company including Merchandising, Digital, Quality Assurance, call center amongst others. Not only that, he also launched the mobile phone vertical and successfully built it into a highly profitable category as a result winning the CJ O Shopping Best Award in 2009. He was also responsible for creating many path breaking TV programmes such as Shopping Star Living King, the Greatest Beauty Show, Digital Pak Pak Show where he created record sales history. At HansoliGlobe, he led the Business Development function in addition to spearheading Strategic Alliances and overall strategic direction for the Company.

     

    Commenting on his appointment, Mr Shin said, “I am delighted to have the opportunity to spearhead the India operations. The challenge is very exciting given the complexity and diversity of the Indian market. I want to make STAR CJ as ‘Shopping Himalaya’ of India in future.”