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Tag: Shop CJ

  • Shop CJ expands to Telugu market; targets Rs 250 crore revenue from AP, Telangana

    Shop CJ expands to Telugu market; targets Rs 250 crore revenue from AP, Telangana

    MUMBAI: Eyeing a 40 per cent growth in turnover at more than Rs 1200 crore this year, home shopping network Shop CJ has expanded to the South Indian market with the launch of its Telugu language channel with original programming in Telangana and Andhra Pradesh.

     

    Additionally, the company is expecting to generate revenue of Rs 250 crore from Andhra Pradesh and Telangana alone by the next fiscal year 2016.

     

    The company’s recorded sales of Rs 850 crore last fiscal and is poised to grow with the rapid growth of the home shopping market in India. The channel reaches over 6.5 crore households across the country and is currently catering to about 40 per cent of the market.

     

    The new Telugu language Shop CJ channel is available across all major cable and will soon also hop on to the Sun Direct direct to home (DTH) platform.

     

    Shop CJ Network CEO Kenny Shin said, “The home shopping industry is growing rapidly and similar trend is witnessed in Telangana and Andhra Pradesh market. With the launch of 24×7 Telugu home shopping channel, we have begun the process of introducing region-specific niche channels. The Telugu channel will not only enhance our customer base, but it will also offer a great platform for regional brands to expand their penetration. We aim to offer new innovative product categories and change the entire home shopping experience.”

     

    Shop CJ Network CFO N. Ramakrishnan added, “Shop CJ’s channel launch in Andhra Pradesh and Telangana will strengthen its presence in India. We are expecting to generate Rs 250 crore revenue from Andhra Pradesh and Telangana alone by the next fiscal year 2016.”

     

    Shop CJ Network COO Dhruva Chandrie said, “Shop CJ Telugu will offer an array of products that are well researched to match local preferences. Our customisation strategy is built on the principle of offering consumers exactly what they want with full comfort and quality assurance. Communicating through the local language will help Shop CJ to consolidate in Telangana and Andhra Pradesh.”

  • Shop CJ eyes Rs 1200 crore sales in 2016; ties-up with Thomas Cook

    Shop CJ eyes Rs 1200 crore sales in 2016; ties-up with Thomas Cook

    MUMBAI: Home shopping network Shop CJ, which has inked a marketing alliance with travel services company Thomas Cook, is eyeing turnover of Rs 1200 crore in FY 2016, which is a growth of almost 40 per cent.

     

    Speaking to Indiantelevision.com, Shop CJ Network CEO Kenny Shin says, “We are poised to cross Rs 1200 crore turnover this year, recording a 40 per cent growth over sales of Rs 850 crore achieved in the last fiscal ended 31 December, 2014. Our channel reaches to more than 6.5 crore households in India and currently caters to about 40 per cent of the market.”

     

    Through the marketing initiative undertaken by Shop CJ and Thomas Cook, the companies will showcase their ‘Holiday Savings Account.’

     

    Earlier this year, the shopping network rebranded itself as Shop CJ from Star CJ Alive, which marked the conclusion of the treaty between CJ and Star. The transition has been smooth sans any glitches according to Shin. 

     

    “The transition has happened smoothly without any breakdown and we have continued our growth journey. We knew from the beginning that we have the strength to establish ourselves and I am happy to say that we are way ahead of where we were,” he informs.

     

    Star CJ is planning to expand its base with multiple developments in various regions of the country. “Before the end of the financial year 2016, we plan to have our warehouse ready in eastern and southern provinces of the country. In the east, we are looking at Kolkata, which will help us deliver efficiently in the Northeastern states, while for the south we are yet to shortlist a place,” Shin says.

     

    Not ruling out possible tie ups with established e-commerce ventures like Amazon.in, Flipkart etc, he however says, “In the future, we may go in that direction if we feel the need but at the moment, there are no such plans.”

     

    Speaking about the tie-up with Star CJ, Thomas Cook (India) chief innovation officer & head – marketing and service quality Abraham Alapatt says, “Our Holiday Savings Account is a truly innovative product that allows customers to save, earn and travel! Its unique concept allows customers to save via 12 easy instalments while earning an attractive interest (via our Bank Partners Indus Ind, ICICI and Kotak Bank), with further benefits of a Thomas Cook top up on the 13th month and a zero exit penalty. Indeed a significant consumer empowering tool.”

     

    Elaborating on the marketing association, he adds, “Our tie up with Shop CJ gives us access to its extensive network of high potential yet under leveraged travel hungry middle India. Our innovative Holiday Savings Account, is ideally suited to the informative format of Shop CJ’s electronic and online shopping platforms, ensuring visibility-reach, as also the personal touch of our Toll Free number for details and assisted transactions.”

     

    “The home-shopping industry is growing rapidly in India and Shop CJ is expanding its market share by entering into a new segment to create a unique shopping experience for its consumers. Shop CJ, with a footprint of 75 million households will create great value for its consumers with Thomas Cook India’s unique and affordable Holiday Savings Account range of holidays. Travel is seeing impressive demand from Indian consumers and we bring to this partnership an audience, which is yet untapped by organized players in the Travel & Tourism industry,” Shin concludes.

  • Shop CJ appoints Dhruva Chandrie as chief sales officer

    Shop CJ appoints Dhruva Chandrie as chief sales officer

    MUMBAI: Home shopping venture Shop CJ Network announces the appointment of Dhruva Chandrie as its chief sales officer. This appointment is key to further enhance the company’s procurement and operations. Chandrie, previously held the position of chief operating officer (COO) for HomeShop18 and has taken charge of his duties. He brings more than 22 years of experience to the role. He will be based out of the Mumbai office.

     

    Chandrie said, “With more players entering the television-commerce market, there is increase in the level of competition. It will be exciting times ahead.”

     

    TV home-shopping is yet to be explored and optimized to its full potential in India. Considering an expected growth rate of 40 per cent and more companies entering the market, the industry is estimated to reach Rs 50,000 crore in the next five years.

     

    Shop CJ CEO Kenny Shin commented, “Dhruva brings a diverse set of leadership skills, extensive operations expertise and a successful track record that we will leverage across the company. His experience and expertise will not only strengthen our organization but will help us grow the company into the number one Home-shopping player in India.”

  • Shop CJ eyes deals with Sun Direct and MSOs to expand reach

    Shop CJ eyes deals with Sun Direct and MSOs to expand reach

    NEW DELHI: The home shopping market in India is hotting up. With players like Best Deal TV and the newbie Big Deal TV for the south entering the market, the existing players are looking at upping their game plan.

     

    In the midst of growing competition, Korean home shopping player Shop CJ is looking at expanding its distribution network and in turn increase its turnover to approximately Rs 1200 crore this fiscal.

     

    Shop CJ is currently available on four DTH platforms namely Dish, Tata Sky, Airtel digital, and Videocon d2h. The company is now looking at entering into a distribution agreement with Sun Direct so as to make in-roads into the southern market. Moreover, with a presence on two major multi-system-operators (MSOs) namely Hathway Cable and Datacom and Den Networks, Shop CJ is also eyeing deals with other MSOs to reach the entire country.

     

    Claiming that Shop CJ was the third largest shopping channel in India, Shop CJ chief financial officer N Ramakrishnan told Indiantelevision.com that the company spends less than 10 per cent on marketing the channel in India.

     

    Ramakrishnan also said that Shop CJ, which believed in personal contact and word of mouth publicity, had for the first time launched a television commercial. The TVC showcases its product offering that syncs with the company’s philosophy to bring ultra-trendy, durable, cost-effective, innovative and customer-friendly products, which delight the customers. “The TVC also showcases the new brand identity and name change from Star CJ Alive to Shop CJ with the new brand tagline – ‘shop a new trend’, which signifies company’s product offering that are in synch with customers lifestyle and latest trend,” he said,

     

    Ramakrishnan said that unlike most other shopping channels on TV, Shop CJ was not concentrating as much on electronic items as on kitchenware, clothes and other items that appealed to the homemaker.

     

    Focusing on its core USP of product portfolio, content and multichannel business model, Shop CJ will reach out to its customers with a mix of Indian, international and private brands to offer them variety and choice. While some Korean goods are also sold on the channel, the channel’s concentration is more on Indian goods.

     

    Shop CJ director and CEO Kenny Si Yeol Shin said that the Indian teleshopping market stood at $5,525 million at present and that the channel’s major sales came from Delhi and Mumbai.

     

    “We are very optimistic on the home shopping industry in India as it has the potential to grow by leaps and bounds in the coming few years. Being a multichannel platform is a huge advantage for us as it gives us the opportunity to tap customers from various sources. However, the target groups for each of these mediums is different. TV viewing majorly happens by housewives and other two mediums of internet and mobile by working professionals. Hence we plan to reach the customers with differentiated content, which is relevant and engaging. Being a global leader, we want to change the face of home-shopping in India and we stand committed in our efforts to do so.”

     

    Additionally, Shop CJ is also planning to improve its backend service in order to serve customers quickly and effectively. Being a multichannel platform, Shop CJ will also bring synergy between the three platforms by communicating about online buying option on the TV channel. Whereas on the mobile platform, it will have live streaming option where customer can watch shop CJ channel on their mobile.

     

    Breaking away from the clutter of typical home-shopping channels in India selling sauna belts and slimming teas, Shop CJ has gauged the shifting trend in home-shopping and focused on providing a good product portfolio, engaging the customer through its unique programming, which is entertaining and informative.

     

    Shop CJ’s product-mix, content and multi-channel business has helped the company retain customers at a repeat purchase ratio of 40 per cent.

     

    In the Rs 40 billion TV home shopping market in India, Shop CJ competes with players like HomeShop18, Den Snapdeal TV-Shop, Best Deal TV and Big Deal TV.

     

  • Teleshopping War: Den Snapdeal TV-Shop & Shop CJ unleash maiden ad campaigns

    Teleshopping War: Den Snapdeal TV-Shop & Shop CJ unleash maiden ad campaigns

    MUMBAI: With new players entering the home shopping network fray, ad wars are bound to happen. At a time when consumers are spoilt for choice when it comes to the various platforms that are available for shopping, home-shopping channels like Den Snapdeal TV-Shop and Shop CJ (erstwhile Star CJ Alive) have launched their maiden bespoke marketing campaigns in a bid to grab the consumer’s ever wavering attention.

     

    While Den Snapdeal TV-Shop chose to target television consumers who have limited access to internet and are non-internet savvy with its first marketing campaign, Shop CJ has taken the route of telling consumers to ‘shop a new trend,’ while highlighting the company’s product offer associated with trendy lifestyle.

     

    Den Snapdeal TV-Shop ad campaign is titled ‘Kal Ki Wish Aaj Pao – Phone Uthao Khushiya Mangao.’ The idea behind the ad is that consumers who are non-internet savvy often miss out on great deals that brands offer across e-commerce portals. The marketing campaign, which is created by Adept Media, is being currently aired across channels in Punjab.

     

    Plans are to also target consumers in markets like Karnataka, Maharashtra, Delhi, West Bengal and Gujarat via TV, print, outdoor, radio and social media.

     

    On the other hand, as a part of rebranding initiative Shop CJ’s first TVC, which has been directed by Pradeep Sarkar, will not take the done and dusted route of offering deals and discounts to attract consumers. 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. The TVC conveys the company’s new philosophy and brand identity. It also shows that the channel’s name change from Star CJ Alive to Shop CJ.

     

    Den Snapdeal TV-Shop CEO Maneesh Goel said, “We’re all bargain hunters who have been taught to start saving up from a very young age. As kids, we were given pennies to be put in a piggy-bank or a gullak to save for the rainy days. With this simple and relatable plank, the integrated marketing campaign hopes to connect with our target audience in an entertaining and quirky way.”

     

    Through this TVC, Den Snapdeal TV-Shop is trying to replace the Gullak and shop for presents to fulfill aspirations. “We are telling people to not postpone their happiness, but instead shop on Den Snapdeal TV-Shop and get the product they desire today,” he added.

     

    Adept Media CEO Vandan Chopra said, “We wanted to ensure that the idea was geography agnostic and did this medium justice. The central theme of our campaign came from the simple insight that no matter how much we crave happiness, we usually end up postponing it with the hope to find a better deal in the future. ‘Don’t postpone your happiness, buy now’ addresses the main challenge of building the urgency of sales conversion which is the basic premise of the offering.”

     

    Talking about the Shop CJ’s debut marketing campaign after the name change, Shop CJ CEO Kenny Shin said, “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.”

     

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

     

    Talking about directing the TVC for Shop CJ, Sarkar said, “Shop CJ had a beautiful vision and a new idea of getting into peoples’ lives, a breath of fresh air. The objective was not to make it loud; instead we wanted to get into people’s minds very subtly and that has made the commercial endearing. It was wonderful making the commercial or rather the story, not the TVC.”

     

    Shop CJ’s film is conceptualized by Percept H. The 30 and 60-second versions of the commercial will air on various channels of Star Network from May 2015. A full 60 seconds version will be available to view on YouTube.

     

    While Den Snapdeal TV-Shop is growing at a growth rate of around 50 per cent month-on-month, the channel is targeting to reach Rs 500 crore by December 2015 with a reach of 80 million households. The rise in disposable income of people in the tier-2 and tier-3 cities is further giving a boost to the category.

     

    With the newest player in the business – Best Deal TV, which is co-owned by Raj Kundra and Akshay Kumar, poised to touch its first year’s gross sales target of Rs 150 crore, the competition is only just heating up in the home shopping network space.

     

    In a scenario like this, the marketing and promotional activities of home shopping channels will have to cut above the clutter as well as manage to lure customers in order to rake in the moolah.

  • Post Star’s exit, Star CJ Alive re-brands as Shop CJ

    Post Star’s exit, Star CJ Alive re-brands as Shop CJ

    MUMBAI: A year after Star India opted out from the 24/7 home shopping channel Star CJ Alive, which was a joint venture between Star India and South Korean home shopping major CJ O Shopping, the channel’s name and logo has been changed to Shop CJ. 

     

    This marks the culmination of a year long exercise where in Star phased itself out of the alliance to focus on its core expertise of general entertainment channels (GEC) and sports offerings. As per the deal, despite Star’s phasing out, it was mandatory to keep Star’s branding in the logo for a year. Providence Equity Partners has replaced Star in the venture. On 16 April, 2015 besides renaming the channel to Shop CJ, the venture also launched a new tagline, ‘Shop a new trend.’

     

    The home shopping venture, which already has presence on television and Internet, has further expanded itself and entered the fast growing mobile market with Shop CJ mobile app. Currently the channel is available on various DTH platforms like Tata Sky, Dish TV, Airtel, and Videocon and major cable operators.

     

    “The re-branding initiative is to better align the company’s new philosophy with the future strategy. It plans to further improve the backend service in order to serve customers quickly and effectively. Plans are also there to get new innovative categories on board and change entire home shopping perspective and experience. The CJ group is globally known for its product quality and innovation. Our experience of various countries will prove to be useful to serve Indian consumers with world class product experience,” says Shop CJ Network CEO Kenny Shin.

     

    On Star’s phase out and its impact on the brand, Shin tells Indiantelevision.com, “We are happy to have Providence Equity as our partners as they have experience of home shopping business. They run similar business in Germany and understand the philosophy of the adventure. When it comes to Star’s phase out, we’ve known it since a year and hence we have drawn out our strategic plans accordingly. Going forward our prime focus is to expand ourselves, reach more houses and satisfy more customers.” 

     

    Shop CJ CFO N. Ramakrishnan adds, “We will be expanding our presence in east and north-east through physical warehouses. The company is also investing to improve warehouse management system, which will enhance logistics and back end services.”

     

    The company has launched its mobile application Shop CJ, which will be available to Android users.

     

    Speaking about the same, Shop CJ marketing head Donald Kwag says, “Tremendous growth in mobile e-commerce industry has encouraged us to offer this service. The rate, at which Indian consumers are adopting shopping on the app, is faster than other countries. We want our consumers to shop exactly as per their convenience.”

     

    The Indian home shopping market is pegged at $525 million and has an annual growth rate of 40 per cent, which makes it a lucrative business space. Recently entrepreneur Raj Kundra joined hands with actor Akshay Kumar to launch the home shopping channel Best Deal TV. 

     

    Speaking about the growing competition Kwag says, “Indian consumers are very smart. They understand that celebrities will come, sell the product and go away, but the product will stay with them. So getting celebrities on board won’t work if the product is not good. Hence, our main focus is on getting quality product on board and satisfying customers so that they stay loyal to us for a long period of time.”

     

    The re-branding will be backed by aggressive marketing, which is being handled by Percept. Ramakrishnan says, “Percept will execute our marketing plans. We will be launching a 360 degree campaign with prime focus on Mumbai and Delhi. The first round of TVCs will be out in May and we will follow it strategically.”

     

    “We will keep following the franchisee revenue model, wherein 94 per cent of our revenue comes from television and Internet contributes the remaining six per cent. With the launch of new app, we expect to grow bigger. We have already reached five million customers and we will soon be launching special packages for loyal customers,” Shin concludes.