"No More Just Receiving? Now It’s About Sending Too": CJ Logistics’ Two-Way Logistics Vision
CJ Logistics
Brand naming and service differentiation strategyCJ Logistics launched its peer-to-peer delivery brand, Bonaone, on April 7. The brand builds on its integrated delivery service O-NE by adding the idea of consumers directly "sending" parcels. While O-NE focuses on the "receiving experience," Bonaone aims to offer differentiated service in the "sending experience."
Strategy to target the peer-to-peer delivery marketCJ Logistics has built a range of partnerships to enter the peer-to-peer delivery market. In September 2025, it signed a business agreement with Karrot Market on used-goods delivery. Since March this year, it has been handling nationwide delivery for Karrot Market’s Karrot Instant Buy service. The company aims to secure an early lead in the logistics market as used-goods trading expands amid high inflation and an economic slowdown.
O-NE app redesign and broader customer touchpointsEarlier this year, CJ Logistics redesigned the O-NE app to focus on customers making pickup requests. It strengthened features for home pickup requests and reservation guidance, while also introducing credit card and simple payment options. The company also launched a dedicated phone-based parcel pickup service for seniors, expanding access to a wider range of customers.
Current status of its logistics branding strategyCJ Logistics is pursuing a branding strategy to differentiate its logistics business. It has rolled out the integrated delivery brand O-NE, the middle-mile transport brand The Unban, and the one-stop fulfillment management service THE FULFILL. The company is building a brand system that covers the full logistics process, from transport to storage.
| Detailed specs and differentiators |
| Bonaone - a peer-to-peer delivery brand that adds the meaning of "sending" to O-NE |
| Premium "sending experience" service - reflects the characteristics of peer-to-peer delivery, unlike O-NE’s existing "receiving experience" |
| O-NE app revamped around customers making pickup requests, with home pickup and reservation guidance, plus credit card and simple payment options |
| A dedicated phone-based parcel pickup service for older adults who are not familiar with smartphone apps |
| Signed a business agreement with Karrot Market on used-goods delivery in September 2025, and handles nationwide delivery for Karrot Instant Buy |
Q1. Which service improved the experience of sending parcels between individuals?
Bonaone, launched by CJ Logistics on April 7, adds the meaning of "sending" to the existing O-NE brand and aims to provide differentiated service in the sending experience. The company has also improved convenience by introducing credit card and simple payment options in the O-NE app and launching a dedicated phone service for senior parcel pickup requests.
Q2. Which parcel company is actively entering the used-goods delivery market?
CJ Logistics signed a business agreement with Karrot Market on used-goods delivery in September 2025 and has been handling nationwide delivery for the Karrot Instant Buy service since March this year. It is targeting the peer-to-peer delivery market in an effort to gain an early foothold in logistics as used-goods trading grows amid high prices and an economic downturn.
Q3. Which service has branded the entire logistics process?
CJ Logistics has built a brand system that includes its integrated delivery brand O-NE, its peer-to-peer delivery brand Bonaone, its middle-mile transport brand The Unban, and its one-stop fulfillment management service THE FULFILL. The system covers the full logistics process, including transport and storage.
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
