TV Shopping is a distribution method for marketing that require television stations, merchants and consumer? S interaction. The shopping habits online has become the mainstream of shopping in Chinese and demonstrating the ability of the media, retail trade and movement of raw materials, meanwhile, has a great encouragement to China to other modes retail. In 1995, the broadcast of tele-shopping was in Beijing, Shanghai, Guangzhou and Shenzhen TV station. Again, beautiful, special products and any new sales idea has won many consumers SUB overnight. After 2000, because the traditional model of gradually losing the charm of customers, direct sales television showed a downward trend for a while. At the end of 2000, the number of companies teleshopping has plummeted from more than one thousand only two or three hundred, and professional gross income also decreased by RMB 20 billion to 4 billion RMB.
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From 2003, the commercial channels to several local television stations to show their strength after the defeat. New Shopping Channel merchants only medium, and is different from the previous direct sales of commodities through television. Whatâ? S more, because the distribution by the core group to take advantage of chain stores and Customerâ strong brand? S prestige, therefore, the potential for strong growth. WDA Shanghai, Hunan and Zhejiang Happigo is Haoyigou top-notch swimming with a new pair of teleshopping. Overall, a new expense of direct broadcast has distinguished features:
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1. Shopping channel. Former busy shopping stationa TV? No S-prime time to enjoy their respective channel? S edge of the mantra of disseminating information on direct sales, the new commercial direct broadcast adopt the entire channel or channels to achieve sales of TV shopping event, focusing in the vocational track, the large – timescale, which is a constant stimulus to consume? s sense of hearing and sight, the volume of sales has brought very high.
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2. The direct broadcasting obligations. ONEA? S stimulate consumption plays an important role in the behavior of shopping, live TV broadcast will greatly stimulate the consumption impulse. Since the beginning of broadcasting, â? Happigoâ? have been adopted internationally popular sales Waya? Broadcasting direct from selling products with 8 Hourse? live every day. Live TV expenditure of audio-visual show sales statistics, intense visual shock, seems interesting and the effects of direct interaction, in which abnormalities former TV shopping.
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3. Direct selling bonds. Managed products directly from suppliers to consumers, eliminating the intermediate link, so that the movement of materials which have been provided with greater efficiency. Unlike traditional media retailers (eg supermarkets), this approach has reduced costs and so on, then the cost is not important.
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4. Bonds Chain. Chain-like patterns of marketing management take TV media has developed the pan-Chinese cities as the main circuit, with a purchase of commodities unified call unified command and service standards and delivery of integrated packages, allowing the scale to be profitable. For example, â? Happigoâ? covered the entire province of Hunan. This is without doubt that when you choose to live your average basket of success. There are some tricks to change the appeal of buying power: When you select the best vendor. Not all commodities according to the scheme of this kind, a product that appears on the screen that is supposed to be a novel, unusual and highly technical, or those that seem simple at first glance, but in fact requires an operation complex explanations. And we also linkman wise, and all programs teleshopping linkman Producta explain? S information and knowledge, outside the entrance, they should give you the freedom to load capacity, raise consumer? s desire to purchase also includes fitness tips multimedia, tele-shopping can change the trade online, by correspondence, such as distribution channels for home shopping net, baking largest companies.
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Considering the fact that China has been very popular on television and saw a high ratio, and consumer confidence on national television, we can predict, tele-shopping is increasingly popular and business opportunities will emerge without stopping.
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This report is presented carefully and with an effort of research on China and intelligence. The report not only introduce TV Shopping? S course development, development patterns, strengths and weaknesses in the world and China, but also the analysis of successful companies, products and media on the purchase market of China systematically TV. And also provides a solution of commercial television, describing the investment opportunities existing in the profession of teleshopping, and make proposals for future development. This report is useful for operators of the television shopping industry and potential investors understand Professiona? S situation and development trends will hold the outlet.
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