China TV Shopping Market, 2007-2008
Since the legislation in favor of TV shopping industry
development has been released in the USA in 1980s, TV
shopping has developed prosperously, the global well-known
TV shopping companies like CVN, QVC, and HSN have set up
one after another.
Currently, TV shopping accounts for 8% of American total retail
sales, while the figure is only 0.2% in China. China's TV
shopping program has also increased rapidly since 2004, from
28,000 hours in 2004 to 93,000 hours in 2007, which up 82%
compared to 2006. The TV shopping programs are usually
scheduled at non prime time like midnight, noon and evening,
and the local channels are the main platforms for TV shopping
programs.
China's TV shopping industry scale was about CNY10.5 billion in 2007, of which the TV direct-sale and shoppingfocus channels accounted for 59.1% and 40.9% respectively. With the standardization and support of national
policies, the TV shopping industry chain composed by logistics, information flow and capital flow has been initially
formed.
About 10% TV shopping audiences in key cities fulfilled a purchase. According to our investigation in ten cities,
about 71.11% of TV shopping audiences make a phone call to sellers, more than 50% audiences believe that the
product attractiveness, price and product performance are main reasons to determine whether to buy, while the
exaggerating advertisement will make them refuse to buy. Moreover, audiences are lack of confidence in TV
shopping, and only 17.65% of the audiences have firm belief in TV shopping.
The household appliances and mobile phones are the best selling products. According to our investigation, the
popular products from high to low are as followings: household appliances, mobile phones, beauty products,
digital products, computer, sports & healthy products and garment & jewelry, the average shopping expense is
about CNY1396.6. The products are selling in TV are mainly durable consumables, and fast consumables,
however, influenced by the markets of Taiwan China and South Korea, the non-material products, like travel
products, finance and insurance products, have also launched moderately.
The sales of China's TV shopping will reach CNY20 billion in 2008. Meanwhile, with the growth of China's total
retail sales in the following ten years, TV shopping will account for about 3%, that means its sales will increase to
CNY500 billion.
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1 Definition, Mode and Channels of TV Shopping
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3.2.2 Influence of Prohibiting TV Shopping
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1.1 Definition
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1.2 Difference between Family TV Shopping and
Traditional TV Shopping
3.2.3 Development of Non-store Sales Standard
Management
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3.2.4 New Standards for Medicine Advertisement
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1.3 Difference between TV Shopping and TV Directsale
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3.2.5 TV Shopping Industry is to be standardization
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1.4 Learning from Foreign TV Shopping Mode
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1.5 China’s Current TV Shopping Modes
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4 Consumer Analyses
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1.6 Marketing Strategies
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4.1 China’s Consumables Market
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4.2 Consumption Behavior and Motivation
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2 Status Quo and Competition of TV Shopping
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4.3 Investigation of TV Shopping Consumers
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2.1 Status Quo
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4.4 Forming and Influence Factors of Purchase
Decision
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2.2 Existing Problems
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2.3 Problems to be solved
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5 Non-store Sales
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2.4 Competition
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5.1 Definition and Classification
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2.5 4C Theory of China’s TV Shopping Industry
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5.2 Comparison
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5.2.1 Online Shopping
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5.2.2 Mail Order
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5.2.3 Telephone Shopping
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5.3 Non-store Sales Management to be
Standardization
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3 Development Environment of TV Shopping
Industry
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3.1 Macro Economy Environment
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3.2 Policy Analysis
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3.2.1 Broadcasting, TV & Advertisement Management •
Standard
5.4 Prospect of Non-store Sales
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6 Foreign and Domestic TV Shopping
Companies
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6.1 QVC
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6.1.1 Development History
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6.1.2 Operation Characteristics
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6.1.3 Products
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6.2 Eastern Home Shopping
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6.2.1 Development Advantages
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6.5.3 Brand Development
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6.6 BTV TV Shopping
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6.7 Huanteng Shopping
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6.8 Acorn International
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6.9 China Seven Star Shopping Co., Ltd
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7 TV Shopping Industry Chain and Platform
Constructions
6.2.2 Operation Environment
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7.1 Product Development and Research
6.2.3 Its Own Shopping Channel Direct Sales
Mode
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7.1.1 Popular Products
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7.1.2 TV Media and Retail Industry
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7.1.3 Home Appliance Industry – TV Shopping
Development Hotspot
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6.2.4 4C Analysis
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6.3 Hunan Happy Go
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6.3.1 Profile
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7.1.4 Sales of Insurance Products
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6.3.2 Establishment Occasion
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7.1.5 Sales of Mobile Phones
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6.3.3 Development Orientation
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7.2 TV Shopping Programming
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6.3.4 Implementation Strategy
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7.3 TV Shopping Solution cases
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6.4 Shanghai Orient CJ
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6.4.1 Profile
7.3.1 TV Shopping Solution of Beijing Zhengbang
Hi-tech Information Technology Co., Ltd
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6.4.2 Ratio of TV Shopping Revenue in SMG
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6.4.3 Success Revelation of Shanghai Orient CJ
7.3.2 Beijing Interact Technology Co., Ltd
launched Telephone Marketing Solution for Small
and Medium-size TV Shopping Companies
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6.5 China CCTV Shopping Corporation
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7.3.3 HONESTEL
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6.5.1 Company Profile
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7.3.4 Digital Home TV Shopping Platform, Epro
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6.5.2 Development Mode
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7.5 Payment Solutions
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9 Investment Risk and Prospect
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7.5.1 Status Quo and Evolvement
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9.1 Prospect
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7.5.2 Breakthroughs
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9.2 Investment Risk
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7.5.3 Online Banking
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9.2.1 Market Competition Risk
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7.5.4 Payment Solution of Epro
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9.2.2 Industry Credibility Risk
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7.5.5 99bill
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9.2.3 Social Information System Risk
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7.5.6 Homepay
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9.2.4 Uncertain Factors in Digital TV Development
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7.5.7 Alipay
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7.6 TV Shopping Logistics
9.3 Key factors for Success of TV Shopping
Channel
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7.7 Digital TV
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7.7.1 Digital TV Promotes TV Shopping Enter
Golden Period
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7.7.2 Market Opportunity Brought by Digital TV
Popularization
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8 TV Shopping Media
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8.1 Media Strategy
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8.2 TV Shopping Spreading
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8.3 Traditional Media
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8.4 TV Shopping Media Strategy
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8.5 New Media
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8.5.1 Mobile Phone TV
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8.5.2 Online TV
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Difference between TV Shopping and TV Direct-sale
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Overview of Joint Venture TV Shopping Channels since 2003
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Investment of South Korea TV Shopping Companies in China
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Total Retail of Social Consumables, 1995-2007
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Disposable Revenue of Urban Citizens Per Capital, 1995-2007
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Economy Growth Forecast, 2008
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Characteristics of China’s Lady Cosmetics Market
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Classification and Characteristics of Store Retailing
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Classification and Characteristics of Non-Store Retailing
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Online Shopping Classification
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Five Channels of Eastern Home Shopping
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Operation Characteristics of QVC
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Operation Characteristic of Hunan Happy Go
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Hunan Shopping Channel
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Operation Characteristic of Shanghai Orient CJ
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Revenue Structure Forecast of Shanghai Media Group
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Operation Characteristic of Huanteng Shopping
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TV Direct-sale Products of Acorn International
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Performance of China Seven Star Shopping Co., Ltd,
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Balance Sheet of China Seven Star Shopping Co., Ltd
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Consolidated Profit and Loss Account of China Seven Star Shopping Co., Ltd
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HONESTEL's Main Clients in China
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Comparison between Traditional Payment and Telephone Payment
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Market Share by Channel
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Top 20 Satellite Channels
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Top 20 China's 50 Satellite Channels by Activities
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Top 20 China's 50 Satellite Channels by Program Innovation
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Main Characteristics of Top Ten Popular Channels
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Top Ten Popular Brand Programs
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Top Ten Popular Brand News Programs
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Top Ten Popular Brand Entertainment Programs
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Forecast of Mobile Phone TV Market
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Publication date: Sep. 2008
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