The origin of TV shopping began in America. In the early days, there were about 12 shopping channels in the United States, and it was not until the end of the 1980s that/kloc-0 was successfully commercialized. 1982, the world's first TV shopping company, HSN(Home Shopping Network), was born in Florida, USA, and immediately swept across the United States, with its sales increasing constantly. It was called "the third revolution of retail industry" and was listed as "a new way of modern family shopping" together with the Internet and catalogues. Source: Kang Yong Shi Sheng Cultural Communication
Analysis of the present situation of TV shopping industry
TV shopping is a win-win marketing communication mode for TV industry, enterprises and consumers. At present, China's TV shopping is in a transitional period, and there is a situation in which TV shopping channels and TV direct selling advertisements compete with each other. In the past two years, these two forms have been fighting each other for market share. The appearance of "broadcasting ban" has dealt a fatal blow to traditional TV shopping. It can be said that the release of the "broadcasting ban" is a watershed in the TV shopping industry, and the growth of home TV shopping will really make TV shopping enter a golden period.
1, TV shopping channels have broad prospects.
On February 28th, 2006, at 65438+, CCTV announced the launch of "CCTV Shopping" channel, which marked that CCTV officially entered the field of modern TV shopping. And new domestic shopping channels such as Happy Shopping, Happy Shopping, Happy Shopping, Home Shopping, Home Shopping, Le Jia Shopping, Xinhua Shopping, Haoyigou and other emerging TV shopping channels have also appeared.
Modern family shopping mainly plays TV shopping channels, which is different from traditional TV direct selling. This is a new way of selling goods. According to the process of TV shopping, it can be divided into four major links, namely product selection, program production, call center and logistics distribution. The shopping channel produces programs in the way of "teaching to buy and not peddling", taking consumer demand as the guide, combining purchase with education, and broadcasting methods are live broadcast and recorded broadcast.
The shopping channel with TV station as the main operation is a platform for product sales and an "air supermarket" without shops. Multi-product, multi-brand and popularization are the basis of modern TV shopping. Take CCTV Shopping Channel and Happy Shopping in Hunan as examples. Their product suppliers include not only Philips, Samsung, Lenovo, LG and other well-known brands, but also mass household products of many small and medium-sized enterprises, with thousands of products.
TV shopping channel has been deeply loved by consumers since its launch because of its wide variety of products, popularity close to life, preferential factory direct price, good reputation and guaranteed quality, and its development has also made gratifying achievements. Take the Happy Shopping Channel of Hunan Satellite TV as an example. Happy Shopping Channel is the first chain TV shopping live channel in China approved by the State Administration of Radio, Film and Television in March 2006. Relying on the national digital channel Happy Shopping Channel, it mainly covers Guangzhou, Qingdao, Hangzhou, Nanjing, Dongguan, Guangxi and other provinces and cities that have completed digital TV translation. "Happy Shopping" has established a nationwide shopping network in the form of chain operation and cooperation, forming the comprehensive competitiveness of happy shopping channels. In one year, more than 500,000 people experienced this brand-new shopping mode. It is reported that the total revenue of Happy Buy has exceeded 460 million yuan a year, and the target for 2007 is 65.438+0.2 billion yuan, which not only attracts the attention of international TV shopping peers, but also attracts more and more merchants to join the platform of Happy Buy. At the investment promotion meeting held on the anniversary of Happy Buy, more than 800 suppliers from all over the country were attracted.
The birth and growth of a new generation of family TV shopping in China, represented by Happy Shopping, shows the infinite potential of this new consumption model, and its amazing development speed shows the vigorous vitality and broad prospects of the new generation of TV shopping.
2. Strengthen supervision and accelerate industry reshuffle.
On June 15 this year, due to the repeated prohibition of illegal broadcasting of medical information services and TV shopping programs, SARFT decided to order Ningxia TV Comprehensive Channel and Gansu TV Comprehensive Channel to suspend all commercial advertisements from 0: 00 on June 18, and make a profound inspection of the existing problems and put forward feasible rectification measures. Only after the approval of SARFT can advertisements be resumed. The "advertising storm" can be used to describe the event that SARFT stopped the advertising rights of two TV stations, which is undoubtedly a cruel move. The purpose of SARFT's use of such cruel tactics is obviously to show its strong determination to rectify TV medical information services and TV direct selling programs, and to announce to all units that this is true, which will definitely have a powerful deterrent effect on TV stations that broadcast medical advertisements and TV direct selling advertisements in violation of regulations.
Due to the lack of supervision of industry associations in China's TV direct selling industry, the special legislation of TV direct selling is relatively backward. Therefore, the problem of TV direct selling profiteering and false advertising, which almost does not exist in Europe and America, is widespread in China and has reached the point where it is in urgent need of rectification.
At present, China's TV direct selling lacks industry standards and the industry threshold is low, which is the main reason for the mixed industry. With the scenes of TV direct selling scam uncovered, the interests of consumers and the credibility of TV media are the most direct victims. Experts pointed out that the transition from traditional TV direct advertising to professional shopping channels should be the best choice at present.
After TV shopping became the hardest hit by consumers' complaints, the State Administration for Industry and Commerce, Radio, Film and Television, issued a "Prohibition Order" on related products on August 1 last year to jointly clean up the national TV shopping industry. Since the beginning of this year, some consumers have noticed that the TV direct selling enterprises headed by Acorn International are quietly transforming, and the "Black Five" products such as slimming, breast enhancement and weight loss have almost disappeared. Mobile phones, digital and other electronic products have occupied the mainstream, and traditional TV direct selling companies are transforming into modern TV shopping companies. The strengthening of supervision has accelerated the transformation of the industry. The TV direct selling giants such as Acorn International and Seven Star Shopping are all in transition, and other TV direct selling enterprises will find it difficult to survive if they don't make changes as soon as possible.
With the rapid development of digital TV in China, TV shopping channels have mushroomed, and the reshuffle of the industry has accelerated. In 2006, an official of the State Administration of Radio, Film and Television pointed to a thick stack of materials on his desk and said that these were all waiting for the approval of TV shopping channels. In the current competition, TV shopping channels have won, and consumers trust shopping channels more. In the future, with the full completion of digital conversion of limited TV, according to the regulations, digital TV will no longer insert commercial advertisements, so TV shopping channels will end TV direct advertising.