subject: Research Report On China Tv Shopping Market, 2009----aarkstore Enterprise [print this page] The TV shopping is a marketing dissemination pattern which requires the television station, the merchants and the consumers interactions. The direct broadcasting shopping pattern is now becoming the mainstream of Chinese TV shopping and demonstrating the conformity indication of media, retail trade and the circulation of materials, meanwhile, it has tremendous impulse to Chinese other retail trade patterns. In 1995, the TV shopping program was first broadcasted by Beijing, Shanghai, Guangzhou and Shenzhen television stations. The new, wonderful, special commodities and the brand-new sales idea had won a lot of IN consumers overnight. After 2000, due to the traditional pattern gradually lost the charm towards clients, the TV direct selling had been experiencing its downhill path for a while. At the end of 2000, the number of TV shopping companies was sharply declined from over one thousand to only two or three hundred and the professional gross income also shrank from 20 billion RMB to 4 billion RMB.
Starting from 2003, some shopping channels geared up in local television stations to rally their forces after this defeat. New shopping channel is just a medium trader, and differing from previously commodity through TV direct selling. Whats more, owing to its bases upon broadcasting group, shopping channel enjoys the strong brand and customers prestige, therefore, its development potential is quite powerful. Shanghai OCJ, Hunan Happigo and Zhejiang Haoyigou are the top-notch who swim with the new TV shopping tide. All in all, the new direct broadcasting shopping has its own distinguished characteristics:
1. Shopping channelization. The former TV shopping occupied the TV stations non-prime time, taking advantages of each channels edge spell to broadcast direct selling information; the new direct broadcasting shopping adopts the whole channel or hypothesized channel to run TV shopping business, concentrating in the professional channel, broadcasting at large-scale time, which forms a constant stimulation to the consumers senses of hearing and vision, hence has brought very high sales volume.
2. TV direct broadcasting liability. Ones consumption impulse plays an important role in his shopping behavior; the TV direct broadcasting would greatly stimulate the consumption impulse. Since the beginning of broadcasting, Happigo has been adopted the internationally popular sales wayTV direct broadcast, selling commodity with 8 hours direct broadcasting every day. TV shopping direct broadcasting displays audio-visual sales statistics, intense visual shock, appealing sound and the immediate interaction effects, in which the former TV shopping is deficient.
