On August 1 2006, the State Administration of Radio, Film and Television and the State Administration for Industry and Commerce issued laws and regulations (hereinafter referred to as "prohibition orders"), and five categories of goods (drugs, medical devices, breast enhancement, weight loss and height enhancement products) were not allowed to be broadcast on TV shopping programs. It can be said that TV shopping has been hit hard for the first time since it landed in China, and it has suffered a serious credit crisis. It's been a whole year since the "Banning Broadcasting Order" was promulgated, but the transformation of TV shopping industry in China has surprised many people. On May 3rd, 2007, Acorn International, a TV direct-selling shopping company that has been criticized for a long time, was officially listed on NYSE, becoming the first China TV direct-selling shopping company to be listed overseas. Is the acorn really ripe? With the exposure of false propaganda TV direct selling products such as "confidential oil discharge" and "Master Hu smokeless pot", consumers' trust in TV direct selling is getting lower and lower, and complaints about TV direct selling are increasing. Recently, Mr. Hou, who is known as "the best advertiser in history", and his products such as "Eight Hearts and Eight Arrows" and "Rolls-Royce Denton" have been promoted to TV direct sales.

On February 28th, 2006, at 65438, CCTV announced the launch of CCTV shopping channel, which marked that CCTV officially entered the field of TV shopping. However, new domestic shopping channels such as Happy Shopping, Jardine Matheson Shopping, Happy Shopping, Happy Shopping, Family Shopping, Home Shopping, Le Jia Shopping, Xinhua Shopping, Tesco Shopping, Jiali Shopping and other emerging TV shopping channels have also appeared one after another, with stable development and gratifying achievements. TV shopping channel has become the main channel of TV shopping because of its many products, close to life, reasonable price and standardized operation.

It can be said that TV shopping in China has witnessed the coexistence and development of direct TV shopping (traditional TV shopping) and TV shopping channels (modern home TV shopping). The clearer people are, the more turbid they are. Let's take a look at the current situation of TV shopping. 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.

After more than 20 years of development, China TV shopping industry has formed a relatively mature industrial chain, and the industry has entered a period of rapid development. 20 1 1 year, the scale of TV shopping market in China reaches 45.5 billion yuan, and there are nearly 50 operators engaged in TV shopping. In 20 12, the TV shopping market reached 57.83 billion yuan, up 27.10% year-on-year; It is estimated that the market scale will reach 68.35 billion yuan in 20 13 years.

In the context of the declining TV shopping industry, only by vigorously strengthening the combination with the Internet, actively absorbing social resources for cooperative development, and defining the boundaries of commodity development, program production, information management, call center, logistics and after-sales service can the industry reverse the decline. At present, Happy Shopping of Hunan Radio and Television 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. After CCTV announced the launch of the "CCTV Shopping" channel, this move marked the official entry of CCTV into the field of modern TV shopping. And new domestic shopping channels such as Happy Shopping, Global Shopping, Happy Shopping, Home Shopping, Home Shopping, Le Jia Shopping, Tesco 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.

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. On June 5438+05, 2007, due to the repeated prohibition of illegal broadcasting of medical information services and TV shopping programs, the State Administration of Radio, Film and Television decided to order the comprehensive channels of Ningxia TV Station and Gansu TV Station to suspend all commercial advertisements from 0: 00 on June 18, and make a profound inspection of the existing problems, put forward practical rectification measures, and resume advertisements after approval by the State Administration. 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 and the State Administration of Radio, Film and Television issued a "prohibition order" on related products on August 1 2006 to jointly clean up the national TV shopping industry. Since 2007, 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.