Collect
Check out my collection
0
Useful +1
TV shopping is a kind of non-store sales model, which first appeared in the developed media industry
America
. After more than 40 years of development, TV shopping has spread across many countries and regions in the world, and has grown into a force that cannot be ignored in the world retail industry.
[1-2]
- Chinese name
- TV shopping
- Generic type
- No shop sales mode
- Business scope
- Many countries and regions around the world
When it comes to TV shopping, many consumers will have some negative associations, such as exaggerated publicity, high price and low quality goods. In fact, in
America
,
Japan
,
Korea
In other countries, TV shopping is an important channel for consumers to buy goods. In this way, businesses provide a steady stream of high-quality products and delivery services to the vast number of consumers in front of the TV. United States only
Cable television network
Infomercials are worth tens of billions of dollars a year. Among them, the TV shopping company
QVC
Founded in 1986, its operating revenue in 1987 was just over $100 million, and by 2006 it had grown to $8 billion.
Sarft is clamping down on TV shopping
Sarft is clamping down on TV shopping
The emergence of this way of TV shopping can be said to be a market opportunity created by laziness to a certain extent. Human weakness includes inertia, consumers want to sit at home, go nowhere, watch TV can know the product information, make a phone call can buy the product.
In 1993, Wanlida Communications also set up a shopping channel, and until the end of 1994, there were about 200 TV shopping channels in Taiwan, and then the new sight shopping channel began in 1994.
According to the 2007 China Online Shopping Report, the total transaction volume of online shopping reached 31.2 billion yuan in 2006, while in 2001, the figure was only 600 million yuan. The rapid development of online shopping in addition to relying on the rapid development of network technology, but also because it caters to the change of consumer consumption habits, consumption patterns, is the so-called to cater to consumers, rather than to guide consumers. The existence of all markets is based on the existence of demand.
There are two forms of TV shopping in the world. One is the infomercial in the form of TV programs, with plots and stories, carefully designed and packaged, containing both information and advertising, enjoying entertainment is strong, generally selected in the channels and time slots with high ratings. The other is to sell it directly in the way of live broadcast, that is, homeshopping, which is less entertaining and can be broadcast on a scrolling channel.
[3]
Compared with online shopping, TV shopping has its natural advantages. The authority of TV channels in China is very high, and the reputation of their brands is far higher than that of any commercial website. In addition, TV channels can open websites to engage in
Electronic commerce
And via TV + phone (SMS) +
Direct mail
Directories and other ways to meet the user's purchase needs, but the website can not open TV channels. And the huge appeal of the TV shopping channel store live broadcast is also not available online shopping. Advertising is an important means to build a brand and convey product information, but
advertisement
The time is short, the cost is relatively high, and it is difficult to completely and accurately disseminate the unique information of the product in a short time. The long version of the TV shopping program can clearly express the "selling point" of the product, produce a more convincing communication effect, and is more conducive to the shaping of the brand.
TV shopping companies are suspected of cheating consumers
TV shopping companies are suspected of cheating consumers
Sales of TV shopping in the United States account for about 8% of total retail sales in the United States. Taiwan's Tung Sen had TV retail sales of T $35bn in 2005. According to figures provided by the Television Committee of the China Advertising Association, TV shopping accounted for only 0.1% of the more than 6,700 trillion yuan in total retail sales of consumer goods in 2005.
TV shopping in China is not no market, but the lack of standard operation. The establishment of a TV shopping channel is about to emerge. In this context, the TV shopping channel launched is indeed a platform with broad prospects.
Different media give different illusions to the audience. Each media has its different psychological positioning in the audience group, clever use of media's psychological impact on the audience, make full use of the illusion effect, brand promotion will play a multiplier effect.
Weak brand
Endorsement by CCTV will give consumers the illusion of a strong brand.
Over-the-top infomercials
Over-the-top infomercials
The core competitiveness of China TV shopping channel lies in
China Central Television
the
Brand effect
.
In fact, CCTV has separated itself from the role of pure media, and it has dual roles and functions. One is to effectively release information in the largest scope; The second is to provide"
Brand endorsement
"Type of strong background support. In China, only CCTV can perform both functions to the best of its ability.
innovate
MBOS
(Media shopping business&operation support system)
Media shopping
business
Operation support system
Effectively fill the gap in the construction of the domestic shopping channel operation system, and become the first and only home TV shopping system that fully supports the operation and management of shopping channels in China. Provide system construction of channel business operation support system, including commodity development, supplier management, commodity management, order information processing, call center, member management, account management, warehousing and logistics distribution, program programming, after-sales service, and TV shopping business operation support.
TV shopping, the most critical is the sense of trust, under the endorsement of CCTV, China Shopping will become "China's most credible TV shopping". You can imagine when a little-known brand on the product packaging
CCTV
When the words, consumers' confidence in the brand and goodwill will be greatly improved. Through Zhongshi Shopping, manufacturers can use the CCTV brand to quickly and effectively improve the influence and trust of products.
There are three kinds of enterprises are more suitable for choosing the sales channel of shopping in China: big enterprises and big brands need enlightenment education of new products; A growing enterprise with a certain brand foundation; Weak small and medium-sized enterprises without brands.
We often say that a product manufacturer needs two dealers, one to help you put the product in front of the consumer, and one to help you put the product in the consumer's mind. To some extent, the shopping channel plays the dual role of two distributors, which plays an important role in channel and brand building.
On August 1, 2006, the State Administration of Radio, Film and Television and the State Administration for Industry and Commerce issued the right
restoratives
,
Medical device
,
Breast enlargement
,
Lose weight
,
rise
Products and other five categories of goods (referred to as black five) shall not be broadcast on TV shopping programs regulations (hereinafter referred to as the "ban order"), can be said to be the first time since the landing of TV shopping in China, TV shopping has been hit hard, and TV shopping has suffered a serious credibility crisis. It has been a full year since the "ban" was issued, but the transformation of China's TV shopping industry has surprised many people. On May 3, 2007, Acorn International, a much-criticized direct TV shopping company, officially went public on the New York Stock Exchange, becoming the first Chinese direct TV shopping company to go public overseas. Is the acorn really ripe. With the exposure of fake TV direct marketing products such as "Hidden oil discharge" and "Hu Master no smoke pot", consumers' trust in TV direct marketing is also getting lower and lower, and there are more and more complaints about TV direct marketing. Known as "the most bull advertising man in history" Hou General "and the" eight hearts and eight arrows "and" Loustenton "and other products that he promoted once again put TV direct marketing on the forefront of the wave.
On December 28, 2006, CCTV announced the launch of "CCTV Shopping" channel, which marked the official entry of CCTV into the field of TV shopping. And the new domestic shopping channels such as
Happy shopping
,
Yihe Shopping
,
Happy shopping
,
Happy shopping
, every family shopping,
Home shopping
, Lejia Shopping, Xinhua Shopping,
Haoegou
Emerging TV shopping channels such as Jiali Shopping have also appeared, and the development of stable performance is pleasing, because the TV shopping channel more commodities, close to life, reasonable prices, standardized operation, more and more consumers love, become the main channel of TV shopping.
Irregular TV shopping often has pitfalls
Irregular TV shopping often has pitfalls
It can be said that at present, TV shopping in China has appeared TV direct shopping (traditional TV shopping) and TV shopping channels (modern home TV shopping) two strong competition and development situation. Clear from the clear, turbid more turbid, we may wish to understand the current status of TV shopping.
Analysis of current situation
TV shopping is a kind of marketing communication mode of TV industry, enterprise and consumer win. At present, there is a competitive development of TV shopping channels and TV direct advertising in the transition period of TV shopping. For nearly two years, the two forms have coexisted and competed with each other for market share. The appearance of the "ban order" has given the traditional TV shopping a fatal blow, it can be said that the release of the "ban order" is the watershed of the TV shopping industry, and the growth of home TV shopping will make TV shopping really begin to enter the golden period.
After more than 20 years of development, China's TV shopping industry has formed a relatively mature industrial chain, and the industry has entered a period of rapid development. In 2011, the scale of China's TV shopping market reached 45.5 billion yuan, and there are nearly 150 operators engaged in TV shopping. In 2012, the scale of TV shopping market reached 57.83 billion yuan, an increase of 27.10%; The market size is expected to reach 68.35 billion yuan in 2013.
Under the background of the declining TV shopping industry, the industry can only reverse the decline by vigorously strengthening the integration with the Internet, actively absorbing social resources for cooperation and development, and clearing the boundaries of commodity development, program production, information management, call center, logistics distribution, after-sales service and other businesses. At present, Hunan Broadcasting and Television "happy shopping" has put forward the development idea of "transforming from TV shopping to e-commerce, focusing on increasing investment in e-commerce", which is also the inevitable trend of the future development of TV shopping industry.
TV shopping channels have great prospects
CCTV announced the launch of the "CCTV Shopping" channel, the move marks the official entry of CCTV into the modern TV shopping field. The new domestic shopping channels such as happy shopping, global shopping, jubilant shopping, home shopping, home shopping, Lejia shopping, good shopping and other emerging TV shopping channels have also appeared.
Modern home shopping, which mainly starts TV shopping channels, is different from the traditional TV direct selling. It is a new way of selling goods. According to the process of TV shopping, it can be divided into four main links, namely, product selection, program production, call center and logistics distribution. The shopping channel makes programs in the way of "teaching to buy rather than peddling". Based on the needs of consumers, it combines shopping with teaching. The broadcasting method adopts the two ways of live broadcast and recorded broadcast. The shopping channel with the TV station as the main operation is a platform for product sales, and it is a "supermarket in the sky" without shops. Multi-product, multi-brand and popularization are the basis of modern TV shopping.
Due to the variety of commodities, popular close to life, manufacturers direct sales price concessions, good reputation and quality assurance, therefore, the TV shopping channel has been loved by the majority of consumers as soon as it is launched, and the development of TV shopping channels has also achieved gratifying results. Hunan Satellite TV
Happy shopping channel
For example, "Happy shopping Channel" is the first national chain approved by the State Administration of Radio, Film and Television in March 2006
Live television
Shopping channel, it relies on the national digital channel "happy shopping channel", focus on coverage
Guangzhou
,
Qingdao
,
Hangzhou
,
Nanjing
,
Dongguan (a city in Guangdong Province)
,
Guangxi
Provinces and cities that have completed digital TV translation. "Happy purchase" in the way of chain business cooperation, the formation of a national shopping network, the formation of the comprehensive competitiveness of happy shopping channels. Within a year, more than half a million people had experienced this new shopping model.
Strengthen supervision to accelerate the industry reshuffle
On June 15, 2007, due to repeated illegal broadcasting of medical information services and TV shopping programs, SARFT decided to order
Ningxia TV Station
Integrated channel sum
Gansu TV station
The comprehensive channel has suspended all commercial advertisements since midnight on June 18, and made a profound inspection of the existing problems, put forward practical rectification measures, and can resume advertising with the approval of the General Administration. "Advertising storm" can be used to describe the State Administration of Radio, Film and Television to stop the advertising rights of two TV stations, which is undoubtedly a ruthless move.
State Administration of Radio, Film and Television
The purpose of using such a ruthless move is obviously to show the strong determination to regulate TV medical information services and TV direct marketing programs, and aims to announce to all units: this time it is true, and it will certainly have a strong deterrent effect on TV stations that illegally broadcast medical and drug advertisements and TV direct marketing advertisements.
Be extra careful with TV shopping
Be extra careful with TV shopping
Because of the lack of supervision of the industry association, and the special legislation for TV direct selling is relatively lagging behind. Therefore, in Europe and the United States almost does not exist in the TV direct profits and false advertising and other problems in our country is more common, and has reached the point of urgent rectification.
At present, China's TV direct sales lack of industry standards, the industry threshold is low, which is the main reason for the mixed industry. As the TV direct marketing scam is exposed, the interests of consumers and the public credibility of TV media are the most direct victims. Experts pointed out that the transformation from traditional TV direct advertising to professional shopping channels should be one of the best choices at present.
After TV shopping became the hardest hit area of consumer complaints, the national industry and commerce, radio and television departments issued a "ban" on related products on August 1, 2006, and a joint purge of the national TV shopping industry. Since 2007, some consumers have noticed that TV direct selling companies led by Acorn International are quietly transforming, slimming and breast enhancement, weight loss and increase and other "black five" products are almost invisible, mobile phones, digital and other electronic products account for the mainstream, traditional TV direct selling companies are transforming into modern TV shopping companies. The increase of supervision has accelerated the transformation of the industry, such as Acorn International, Seven star Shopping, such as TV direct selling enterprise giants are in transformation, other TV direct selling enterprises if they do not make changes as soon as possible will be difficult to continue to survive.
With the rapid development of domestic digital TV, TV shopping channels have also emerged and accelerated the industry reshuffle. In 2006, an official at the State Administration of Radio, Film and Television pointed to a thick pile of materials on his desk, all waiting to approve applications from TV shopping channels. In the current competition, the TV shopping channel has already won, consumers trust the shopping channel, the future with the full completion of the digital conversion of limited TV, according to the regulations of digital TV will no longer plug commercial advertisements, so the TV shopping channel will end the TV direct advertising.
TV direct selling model
Hong Sheng Shopping
Morone International
Home shopping pattern
The first echelon:
Happybuy
(Owned by Hunan TV)
Zhongguang Shopping
(China National Radio)
Oriental CJ
(Owned by Shanghai Dragon TV)
Global shopping
(China Radio International)
Sanjia Shopping
(Tianjin Radio and Television Station, Hebei Radio and Television Station, Inner Mongolia Radio and Television Station)
Yijia Shopping
(Liaoning Radio and Television)
Haobuy
(Jiangsu Provincial Radio and Television General Station)
Haoegou
(Zhejiang Radio and Television Group)
Yihe Shopping
(Shenzhen Radio, Film and Television Group)
Visual shopping
(China Central Television)
Every Family Shopping (Anhui Radio and Television)
Infomercial-related comics
The second tier:
Lepai Shopping
Fashion shopping
Roca Shopping
GS Shopping
The third tier:
Starry shopping
Mak Shopping
Xiamen TV - whole-heart shopping channel
Related TV shopping website
Nanjing new net shopping
Asia-Pacific
TV shopping information network
TV shopping information network Jinxing Huarui
Infomercial caricature
Wuhan TV Station -- Consumption guide channel
Digital pay channel - every shopping channel
Characteristics of TV shopping programs
There are many unique varieties of goods. Infomercials know that if the same product is available on the street, in malls, in small stores, people won't bother to call and order. TV shopping programs must provide a large number of unique goods in order to continuously attract viewers to buy. In TV shopping programs, there are many kinds of goods. From a few dollars a vest to two or three thousand dollars a set of computers, stereos, from ten dollars a bag of dog food to hundreds of dollars a rack of fitness equipment, almost everything. The vast majority of products are specially designed and made by manufacturers, unique and novel. The company launches an average of 250 new products every week, many of which come from all over the world. The most popular categories of products in infomercials are hand accessories and clothing. Clever pricing strategy. TV shopping programs widely use "psychological pricing" strategy. The so-called psychological pricing is that a product lists the "original price" and "current price", and by comparison, customers feel that they have bought a bargain. In the home TV shopping network and the program of Corvis, in addition to listing the retail price of the product each time, the common price methods are "special", "today's price", "one-time sale price" and "this program price", and so on, sometimes the difference of more than 50% is very attractive.
TV shopping entered the Warring States period
TV shopping entered the Warring States period
A variety of promotional methods. In order to attract viewers to the infomercials, Corvis has raffles almost every hour. If the four digits selected at random are the same as the first four or last four digits of any member's number, those members win $100 a day. But you have to call in time to get the ticket. Anyone can apply for a free membership number to Kvith, which attracts viewers to infomercials.
Since infomercials are live broadcasts, viewers can call the host at any time to talk. The conversation between the host and the audience is broadcast live, and almost all the viewers who call in say how they like the products on the show, how they like the host or how they like the shopping show. Sometimes, the host would ask the audience member to guess a simple word puzzle and win a lottery ticket. These "personal experience" and "live award" are very human, and have a great impact on the viewing behavior and purchase intention of the general audience.
In TV shopping programs, "impulse buying" accounts for a large proportion. The so-called impulse purchase is that the customer has no purchase demand or purchase intention before watching the shopping program, but just watches the shopping program, becomes suddenly interested in a certain product, and buys it immediately. The unique pricing strategies of the goods mentioned above can largely facilitate impulse buying. In addition, TV shopping programs often use "rare things are valuable" promotions, in the sale of a limited number of goods, shopping programs in a countdown to show the dwindling stock, prompting hesitant customers to act as soon as possible. One time, Corvis sold baseball bats autographed by sports stars, noting "Only 200" at the beginning of the show, and the $1,000 baseball bats quickly sold out. Another form of promotion can be called "group pressure", which is to show the continuous increase in sales of a product on the show, suggesting that it is a bestseller, everyone is buying it, and you should buy it quickly. One of the record sales of Corvus is 1500 pairs of earrings sold in five minutes.
The largest single-file sales record in China was at 12:10 p.m. on October 20, 2013, when Happy Shopping sold Horse Year gold bars (30g/50g/100g), with sales volumes as follows: (384 groups /401 groups /178 groups), the total sales amount was 13.76286 million yuan, the sales were sold out in 26 minutes, and the sales volume per minute was 529,340 yuan.
Modern management and production methods
TV shopping programs also have some characteristics in terms of production, shopping programs are broadcast continuously 24 hours a day, usually one topic every hour. In order to make it easier for viewers to watch, Kweis compiled a preview of two weeks of TV shopping programs and sent it to all viewers who ordered the goods in advance. Viewers who have not ordered goods can also call to request a preview of this program. With the preview of the program, the audience can watch it in a planned way. Some viewers can't watch on time, but they can be booked in advance
Video recorder
Tape the shopping show and watch it afterwards.
In every infomercial, the host introduces the goods at the front desk. Each item is introduced for a long time, and it is up to the producers behind the scenes to decide when to introduce the next item. Because the sales volume of each item is immediately displayed on the screen behind the screen, the producers of the show use the sales weight curve to estimate market demand and decide when to introduce the next item. If a product is selling well, the producer instructs the host to continue introducing the product. If a commodity does not sell, it will immediately be replaced by the next commodity, which fully reflects the principle of "time is money".
In the studio of the TV shopping program, the TV camera is also controlled by the program producer behind the scenes, and can push, pull and shift the lens at any time. The super close-up lens can realistically display the small ring on the TV fluorescent screen, coupled with obvious lighting effects, so that each product looks more beautiful than the real thing. Most of the clothing items and jewelry are worn by various models and displayed to people, coupled with the explanation of the program producer, which is very attractive.
Both Home Shopping Network and Corvis TV Shopping have huge telephone ordering systems. The Home Shopping Network's call ordering center, for example, has 2,000 telephone operators who type orders into computers and transfer them to a dispatch center, where goods can be boxed and sent. Sometimes the product is sold well, and the ordering phone is too many to receive, the telephone ordering system automatically transfers the ordering phone to the standby telephone ordering system in the state to ensure that the customer's ordering line is unimpeded.
The service principle of customer first is also reflected in other aspects of TV shopping programs. For example, customers can exchange or return any product within a month. In terms of payment, customers can pay by check, credit card or even installment. If the customer is in urgent need, pay a few dollars extra for express shipping, and the ordered items can be received within two or three days. In addition, the Home Shopping Network and KVith TV shopping company have a free number, viewers all over the country can call at any time to understand the product information, solve the problem in the purchase, without worrying about long-distance phone charges.
The main customers of infomercials
Most of the items on TV shopping programs are jewelry and clothing items, so these programs are very popular with women. According to the Home Shopping Network, 85 percent of viewers are women, mostly between the ages of 40 and 50. Most of the audience was middle class, earning around $45,000 a year. Home Shopping Network believes this audience structure fits with its company's orientation. However, the company sought to appeal to a wider middle - and upper-class audience. In recent years, Kvith has constantly adjusted its merchandise and invited celebrities to host its shows. From this point of view, the audience structure of Home Shopping Network and Corvis TV Shopping company is slightly different.
The advantages and disadvantages of TV shopping advertisements
National regulatory authorities on weight loss, breast enhancement and other five categories of products a paper ban has pushed TV shopping to the forefront. In fact, since the TV shopping advertisement entered China, the debate about it has never been interrupted. In recent years, the use of TV shopping to achieve rapid development of products abound, at the same time, because of the credibility crisis caused by TV shopping advertisements, and even the failure of the wheat city enterprises are also countless. Therefore, people's views on TV shopping advertisements are also very different, some people "enjoy it", some people regard it as a "flood beast".
So, what are the advantages and disadvantages of TV shopping advertisements, and how should we treat TV shopping correctly?
In Europe, America, Japan and South Korea, TV shopping has become an important way for consumers to shop. The biggest feature of TV shopping is "short and fast", which is also the most important reason for many products to use TV shopping for marketing and promotion.
Short - short-term profit maximization
Infomercials are different from traditional 15-second or 30-second ads for brands or products. Its most immediate purpose is to make money. Power purchase products have always followed the principle of "low cost, high pricing", and the cost of general power purchase products is only between 10-20% of the price, so as to ensure sufficient profit margins.
Advertising takes the strategy of "garbage time + high-density bombing". An electric purchase film is 5 minutes short, 20 or even 30 minutes long, and the cost of non-prime time advertisements on satellite TV is generally only 100-200 yuan per minute, which is quite cheap. By aggregating all the networks on TV. As long as the number of telephone orders is high enough, you can recover the advertising cost and quickly achieve profit.
The traditional brand image advertising, at least continue to run for 3 months, in order to have a significant pulling effect on terminal sales. In contrast, buying ads can maximize profits in the short term.
Flat - Marketing 4P flat
In the traditional marketing strategy, product, price, channel, promotion and other four elements are relatively independent. A successful purchase film is the perfect integration of the four Ps of marketing.
In terms of products, most of the products of power purchase comply with the principle of "new, strange, special", especially functional products, often have clear efficacy commitments such as "3 days to effect" and "28 days to change the face" in advertising. Even some of the more traditional products will "create" a new conceptual theoretical system to show that the product is different, so that consumers have to believe, have to buy.
In terms of price, since it is a new and strange product, the buyer and seller information is seriously unequal, and the price naturally "rises", and the price of power purchase products is generally one to several times higher than that of similar products.
In the channel, consumers have read the advertisement and ordered directly by telephone, and the advertisement itself serves as the responsibility of the channel and the terminal, saving a lot of channels, terminals and other costs.
In the promotion, a TV shopping film will generally appear more than 3 times of promotional hawking, often take the "sell products to give value gifts" and "a few days dissatisfied or invalid full refund" promotional strategy, to meet the consumer's cheap psychology.
In short, in addition to being advertising promoters, electric purchase films also play multiple roles such as product introducers and terminal promoters. Traditional marketing elements have been transferred to the TV screen, as long as the purchase film "sell goods", all marketing problems will be solved.
Fast - The market selling fast
There are three "fast" sales of power purchase products. The market starts quickly, the advertising effect can be reflected through the line and order volume on the same day, without investment, without distribution, starting the market becomes fast and simple. Products sell fast: consumers see the advertisement, telephone order, delivery payment, sales can be completed. Coupled with the inflammatory language often claimed in the advertisement, such as "30 minutes to call in a greater surprise", the advertisement has not yet finished, and orders have been poured in. Fast return of funds, do not need long-term brand advertising cultivation, do not need huge brand image investment, advertising is to order the amount, if the return exceeds the cost of advertising, put more advertising. And then the bigger payback... The "Polly Bao" exposed by CCTV used advertising "bombing" to create a miracle of daily sales of at least 2.4 million.
Everything has two sides, especially new things. As a new marketing method, TV shopping brings benefits to all parties of the chain and convenience to consumers, but there are also many problems and drawbacks that need to be solved, which have become a huge obstacle restricting the development of TV shopping.
First, success is also effective, failure is also effective, and excessive efficacy promises lead to rapid product death
TV shopping advertisements to catch the eye of the audience in a few minutes and promote their purchase, the common means is to highlight the magical effect of the product, and in a short time can achieve the effect that ordinary products can not achieve for a long time.
Once widespread weight loss, breast enhancement products, in the mainstream TV media publicly declared that "taking a day can reduce 2 to 5 kg, the maximum can reduce 10 kg"; "10 days that can make the chest develop again", etc., because there is a clear functional commitment, consumers are very easy to be moved, and because there is a clear efficacy reference, if the product efficacy does not meet their psychological expectations, consumers will naturally have a feeling of "deceived", and this bad word of mouth spread, followed by a large number of consumers abandon the product phenomenon. The product's life cycle is over.
Second, into advertising, failure also advertising, illegal phenomenon led to the industry reputation crisis.
TV shopping advertisements have become the "worst disaster area" of illegal advertisements. In the inspection of more than 30 major TV channels in the country by the China Consumer Association, it was found that the proportion of false illegal TV shopping advertisements accounted for as high as 61% of the total number of illegal advertisements.
TV shopping advertisements seem complicated, but in fact, they can not escape the "three shares" mode. 1. Magical ingredients; Second, the mechanism of bizarre products; Third, consumer (expert) testimony. In these three parts, false illegal phenomenon is very common.
The magic ingredients and mechanisms of products in power purchase advertising are basically made up, and there is no scientific nature at all. Either this substance does not exist, or it does not have this magical function, and the so-called research and development institutions are not real. All this is nothing more than to make the audience believe that the advertised products are "new, strange, special", "epoch-making" products.
And consumer testimony is obviously illegal, China's "Advertising Law" clearly stipulates that products with obvious functions are not allowed to use patient testimony, let alone direct comparison with similar products.
The form of consumer testimony widely used in power purchasing is illegal, and some of the testimony is very vulgar, has touched the bottom line of morality, resulting in extremely bad social impact.
The increasing proliferation of illegal advertising has caused the power purchase industry to encounter an unprecedented credibility crisis, and the concept of "do not believe in power purchase" and "power purchase is deceptive" has gradually spread among the public. Since August 1, 2006, the State Administration of Industry and Commerce and the State Administration of Radio, Film and Television have suspended TV shopping advertisements for drugs, medical devices, breast enhancement, weight loss and height, not only to combat illegal phenomena of power purchase, but also to purify the market and make it more healthy and orderly development.
In direct sales, failure in distribution, the lack of brand building leads to a flash in the pan
There is no doubt that TV shopping can be "short and fast" to heat up a product, but to achieve long-term development of the product, it is necessary to carry out terminal construction and do a good job of brand maintenance. If there is no brand building, no terminal sales, advertising alone can only make the product flash in the pan.
Throughout the industry leading brands, such as Procter & Gamble, Nokia and other evergreen international brands, are not simply relying on advertising to win the market and win the lasting trust of consumers. Product research and development, terminal counter construction and maintenance, full service system, etc., are important links in the sustainable development of the brand.
A large number of electric purchase products fall into the vicious circle of "each leading in March and May", the fundamental reason is that it only relies on TV direct sales, but does not carry out more in-depth and systematic channel distribution and terminal sales. After all, consumers can trust products that they cannot see or touch for a while, but they can hardly be loyal forever.
In today's marketing diversification, a large number of brands are trying TV shopping, hoping to open up new sales methods and profit growth points with the help of power shopping. On the other hand, TV shopping enterprises also carry out channel distribution through joint ventures or other ways, hoping to achieve sustainable development. Acorn International has explored a "TV direct sales + channel distribution" business model, creating a good star, back back good and other evergreen brands, becoming a rare success pioneer.
For us, recognizing the advantages and disadvantages of TV shopping, combining the characteristics and development planning of the enterprise itself, and choosing the right way to carry out TV direct selling, can make TV shopping become an important driving force for the sustainable development of enterprises.
TV shopping forced to "transformation" integrity reconstruction is imminent
Beijing - The TV shopping industry, which once had a "halo" and was placed high hopes by the people, is being forced to face a "transformation", although new products continue, but accompanied by more complaints.
It seems that from the beginning of TV shopping into China, the negative news about it has never stopped, and even intensified, perhaps because the industry in China is still relatively "young", industry norms are not perfect, there will be a mixed phenomenon, falling a lot of "disease" for consumers dissatisfied, Even began to doubt the rise of the television shopping industry's original purpose - without leaving the house to buy cheap goods.
In the "credibility crisis", how to win back the trust of consumers has become an extremely urgent matter for the TV shopping industry, and according to the latest data, in 2007, the scale of China's TV shopping market reached 7 billion yuan, and gives people good confidence. As we all know, TV shopping enjoys a good reputation abroad, but whether it can also skillfully manage the integrity risk behind the obvious growth of scale in China is the biggest test facing China's TV shopping industry.
Risk: Integrity is in trouble
For many consumers, they can buy their favorite goods without leaving home, which is their dream lifestyle, and the emergence of TV shopping does meet this demand. However, Chinese consumers soon found that: in the purchase of TV shopping, false propaganda misleads consumption, individual dealers exaggerate the function of the product, misleading consumers through attractive propaganda words; The order hotline is not standardized, and some consumers will receive a number of harassing calls after they play an order hotline to consult products, which disturbs normal life; The quality of goods is not guaranteed, the goods purchased by consumers are inconsistent with the goods received, the quality problems can not be returned in time, and the refund can not be timely after the return; After-sales service is difficult to implement, TV shopping "three guarantees" provisions are difficult to implement, some goods can be returned within seven days, but in fact, it is generally difficult to achieve.
Indeed, the TV shopping product propaganda is false and exaggerated, the product quality problems, and the after-sales service is not perfect, which is the personal feeling of many TV shopping consumers in recent years. The "credibility crisis" has greatly damaged the TV shopping industry in China, and the number of TV direct selling enterprises has dropped from the original more than 1000 to about 300. In this regard, some well-known TV shopping enterprises in China also have a belly of "bitter water". For a long time, some non-standard companies in the TV shopping industry use illegal means to steal customer information, and use the way of outbound marketing products for fraud, and even fake the name of some regular TV shopping companies to defraud consumers' trust and achieve the purpose of cheating money.
Acorn International, the first domestic TV shopping company listed on the New York Stock Exchange in the United States, said that in view of the chaotic situation in the industry, the company has taken various means in information security, such as: paperless office in the call center, strict confidentiality of user information, strengthen the security construction of the call center system, but Acorn International will still encounter a lot of "Zhang Guoli" complaints. There is no doubt that the reason why illegal businesses frequently use the name of big brand TV shopping companies is to look at the relatively mature shopping environment and integrity that these platforms have established.
In the eyes of many consumers and investors, the overall performance of the TV shopping industry is often viewed with the rise and fall of stock prices. In fact, on the one hand, the TV shopping industry itself is indeed in a low tide, most companies in this year's performance report also have a loss; On the other hand,
Fake and inferior products
And the sharp decline in consumer confidence caused by non-standard competition has also affected the development of the entire industry, which is the biggest integrity challenge facing the industry at present.
Current situation: Credit reconstruction is imminent
In the face of consumer dissatisfaction and doubt, can not help but ask, TV shopping industry can still do how much?
According to incomplete statistics, the annual amount of advertising in the national TV shopping category is as high as 50 billion yuan, and the advertising time in various satellite TV stations is more than 3,000 minutes every day; Corresponding to the popular broadcast scene, the complaint rate of TV direct selling products has been high. Relevant data show that in the past two years, there have been more than 2,000 complaints about TV shopping. TV shopping has almost become a serious social problem which has aroused the dissatisfaction of a large number of consumers. What is more worrying for consumers is that, in stark contrast to the high complaint rate, these complaints are difficult to resolve.
Industry insiders pointed out that the unspoken rule of the TV direct selling industry is that most of the products are suspected of false exaggeration. This may be overstated, but it also warns the TV shopping industry that the integrity is in urgent need of reconstruction.
Irregular market laws, imperfect market laws, non-lethal disciplinary measures, not only make those irregular TV direct selling institutions have the opportunity to take advantage of, but also can calmly get away, ineffably resulting in an increasingly serious crisis of trust in this sales mode - not only damaging the rights and interests of consumers, but also affecting the credibility of TV media.
In the survey, the reporter found that strengthening consumers' comprehensive understanding of TV shopping ordering procedures and after-sales service, targeted to help consumers accurately identify domestic standard TV shopping enterprises, is undoubtedly the meaning of the daily marketing of TV shopping enterprises.
Recently, the TV shopping industry has undergone new changes: the TV shopping industry is facing the competition of traditional retail channels in the local market and new retail channels such as online retail in the national market. Each TV shopping operator has launched online retail business, catalog mail order business and telephone sales based on its own resource advantages
Multi-channel retail
The system. In the face of the current downturn in the stock market environment, Acorn International, the most influential company in the domestic TV shopping industry, gives advice that in the case of the overall decline in the industry, it must be a protracted process to improve performance. On the one hand, through the introduction of more and better products and services, improve consumer loyalty to the brand and suppliers and products; On the other hand, domestic TV shopping enterprises should also accelerate the pace and relevant departments to discuss the introduction of relevant industry policies and regulations, and actively guide the healthy development of the market.
Wang Kai, head of the public relations department of Acorn International, said: "Acorn International wants to make TV shopping a business, not just a tool to make money. We still want to make profits, but we are not focusing on short-term profits. We want to build a healthy TV shopping business through good products, good services and good sales methods from multiple perspectives such as product quality, advertising forms and consumer services.
However, the fact in front of us is that although TV shopping companies have made a lot of efforts, but now due to the irregular and illegal operation of some TV shopping companies, the consumer complaints about TV shopping products have become one after another, Acorn International as the largest TV shopping direct marketing company, the first to become the object of people's attack. It turns out that many of these complaints and critical incidents were unfounded and had nothing to do with Acorn International. However, these external reasons also promote the domestic TV shopping enterprises to do a good job in the TV shopping industry with a more honest and mature attitude.
Outlook: More steady
In fact, for the young TV shopping industry, reshaping integrity is just the beginning, frustration is difficult to avoid; However, the fact can not be ignored is that in the process of the growth of China's TV shopping industry, its step is increasingly calm and steady.
With the development of China's consumer market and media market, in the mid-1990s, "TV shopping", which has nearly a decade of development history in foreign countries, entered China, providing a new development idea for Chinese TV media in the process of marketization and industrialization. In the following few years, TV shopping has been the attention of all aspects of the industry, TV shopping quickly spread across the country, some people in the industry exaggerated that at that time, basically each TV station has a TV shopping company, this new business form has become the "national concern" object. China's TV shopping has developed so far, to a certain extent has a certain maturity. And more suitable for "Chinese style" TV shopping, it should start from the consumer, as Acorn International insists: the original public thought of pure advertising gradually into the transmission of information, more realistic consideration of the needs of consumers.
In the choice of outsourcing and cooperative products, Acorn International, Zhongshi Shopping and other well-known enterprises will tend to choose the strength and reputation of the good brand, choose a good after-sales service system of the brand, in order to maximize the interests of consumers from the infringement of counterfeit and shoddy products.
In addition, due to the TV shopping consumers can not directly contact with the product, the company's reputation, strength and other aspects of the situation can not be very understanding, consumers may find themselves dissatisfied with the product to buy and ask for return, exchange, so in the choice of TV shopping companies must be able to provide return, exchange services as an important principle. It is understood that Acorn International currently has the largest customer service center in the industry, independent to provide customers with a full range of after-sales service, and in early 2008 for the characteristics of cosmetics series products launched a "barrier-free return" service: As long as it is purchased in Acorn International, and there is a purchase invoice and the goods are not damaged, the gifts are complete, and the packaging is intact, the customer can return the purchased goods within 30 days of receiving the products without any reason, and refund the customer's payment according to the agreement. To this end, Acorn International also specially adjusted the relevant advertising content, express the barrier-free return and return of goods to charge the corresponding cargo handling fees and other words, while making a special plastic sealing bag, the return and exchange service guide, shopping invoice, catalog manual, gift certificate, etc. are placed in the package, easy for customers to check and collect. All consumers have to do is call the 24-hour free service hotline. At the same time, Acorn International testing center also provides the return and replacement amount of cosmetic products by week, so as to facilitate the customer service center and relevant departments to understand the return and replacement of the product, so as to make timely adjustments and improvements to the products and services.
In fact, foreign TV shopping industry can obtain a high reputation, "integrity" is undoubtedly the key factor. The quality inspection and after-sales service of the products before sale directly reflect the integrity attitude of the TV shopping company. In foreign countries, the products sold by TV direct sales have been quite strict quality inspection protection, the products sold must go through the strict inspection of TV shopping, the average return and replacement rate of 10% to 15%, TV shopping companies to provide consumers with return and replacement services has been a common practice. At present, although few businesses in China do so, with the active promotion of TV shopping enterprises represented by Acorn International, I believe that this will inevitably become the basic principle of China's TV shopping industry.
Competition in each industry is inevitable, the development of an industry, just rely on one or two companies is not enough, only more companies participate, in order to on the basis of fair competition, so that the development of the industry is more perfect, therefore, for any competition, Acorn International said it will be as an opportunity to expand the industry, And ten years of industry experience has allowed Acorn International to have its own unique business characteristics.
Insiders believe that it is a long way to rebuild the integrity of the TV shopping industry; The government, TV shopping enterprises and consumers should work together to shoulder their social responsibilities and comprehensively promote the long-term and stable development of the TV shopping industry. In the coming days, in the face of continuous changes in the media market and consumer market, Acorn International and other industry representatives hope to obtain a wider range of channels through various measures, while expanding their own enterprises, to bring more practical convenience to consumers.
Discovery 1: TV shopping has entered a new round of growth, and the amount of program broadcast has increased rapidly
Finding 2: The viewing scale of TV shopping programs is limited, and the audience's viewing is concentrated in daytime
Finding three: The TV shopping audience is wide, middle-income women and middle-aged and elderly groups are prominent
The fourth finding is that the audience has a higher awareness of TV shopping, but lacks a deep understanding of TV shopping
Finding five: TV shopping "viewer-purchase" conversion rate is limited, "household goods" and "mobile phones" are more popular
Discovery six: impulse consumption achievements TV shopping, price and performance are the biggest selling points of TV shopping products
Finding seven: consumers' trust in TV shopping is low, and government supervision and management need to be strengthened
Discovery eight: The scale of TV shopping industry has reached 10 billion, and the industrial chain is becoming more and more perfect
Discovery nine: The main mode of foreign TV shopping has been gradually localized, and digitalization will promote the new development of TV shopping
Discovery 10: The development of TV shopping industry is still facing a variety of problems, which need to be solved jointly by the government and industry parties
The future development of TV shopping industry should have the following trends: First, the business model is mature, the division of labor of the industrial chain is clear, including the national policy, logistics, payment and other environment is gradually mature, second, from the profiteer-oriented to stable profit development, third, from the regional type to achieve national business development, from TV media to cross-media business direction, fourth, integrity, customer first is the business principle, consumption habits are gradually cultivated and formed. Some excellent home shopping brands are gradually established. Therefore, the development of China's TV shopping industry will consist of three main models, one is the TV advertising direct sales model, the second is the home TV shopping model dominated by large TV stations, and the third is the industrial chain cooperation development model based on the home TV shopping industry platform.
TV shopping call center
The core work is to provide customers with quality service. Good products and quality service is the way to win the TV shopping industry, call center as an invisible service window to keep close contact with customers, in product publicity, product sales, technical support, after-sales service, suggestions and complaints are playing an increasingly important role, more and more favored by TV shopping enterprises.
The successful implementation of TV shopping enterprises is the organic combination of call center platform, TV media advertising, telemarketing and logistics distribution, and good operation and management of call center. With the continuous expansion of the scale of TV shopping industry, the increasing competition in the industry and the rising marketing cost, the merchants who carry out TV shopping pay special attention to improving telephone sales. Consumers are God, when the media advertising broadcast, in the face of swarming customer calls, how not to lose each call, how to get each call, and finally those with large TV media advertising fees to attract customers into the real consumers, it has become the focus of attention of TV shopping operators. The original use of ordinary telephone business model, has been far from meeting the needs of the modern TV shopping industry, the modern sense of the call center system must be call center, customer relationship management, efficient information flow, fast logistics closely combined, only in this way can create a new situation of TV shopping call center sales.
On December 25, 2020, the State Administration of Radio and Television announced that in response to the discovery of false propaganda and other irregularities in the collection shopping programs broadcast by some TV shopping channels, the State Administration of Radio, Film and Television recently organized relevant provincial bureburets to carry out a special inventory and rectification work on the collection shopping programs of national TV shopping channels. All 23 collection shopping programs involving 19 shopping channels with illegal problems have been suspended, and the sale of related illegal goods has been stopped.
[2]
