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China TV Shopping Industry Business Model and Investment Risk Analysis Report, 2013-2017

China TV Shopping Industry Business Model and Investment Risk Analysis Report, 2013-2017

China TV Shopping Industry Business Model and Investment Risk Analysis Report, 2013-2017

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  • Table of Contents

  • Content Summary

China TV Shopping Industry Business Model and Investment Risk Analysis Report, 2013-2017

Chapter 1: Development Overview of China TV Shopping Industry

1.1 Definition and Classification of TV Shopping Industry

1.1.1 Concept and Definition of TV Shopping Industry

1.1.2 Classification of TV Shopping Industry

1.2 Development History of TV Shopping Industry

1.2.1 Development History of China TV Shopping Industry

1.2.2 Development Stage of China TV Shopping Industry

1.3 Analysis of PEST Model of TV Shopping Industry

1.3.1 Political Factors of TV Shopping Industry

(1) Relevant Policies and Trends of TV Shopping Industry

1) Consumption Policies and Trends in Domestic

2) TV Shopping Programs and Service

3) Regulatory Policies on TV Shopping Advertisement

4) Construction and Management Policies for TV Shopping Channels

(2) Development Planning Related to TV Shopping Industry

1) The Twelfth “Five-year” Planning for National Economy and Social Development

2) Guidance Opinion on Promoting the Development of Retail Industry during "12th Five-year" Period Released by Ministry of Commerce

3) Domestic Trade Development Plan (2011-2015)

4) The “Twelfth Five-year” Plan for Industries Related to TV Shopping Industry

1.3.2 Economic Environment of TV Shopping Industry

(1) International Macro-economic Environment

(2) Domestic Macro-economic Environment

1.3.3 Social Environment of TV Shopping Industry

(1) Resident’s Income and Consumption Level

(2) Resident’s Consumption Tendency and Behaviors

(3) Resident’s Consumption Structure

(4) Resident’s Consumption Confidence

(5) Resident’s TV Shopping Scale and Consumption Behavior

(6) Resident’s Online Shopping Scale and Consumption Behavior

1.3.4 Technology Environment of TV Shopping Industry

(1) Development Analysis of TV Shopping Logistic Delivery System

(2) Development Trend for TV Shopping Logistic Delivery

Chapter 2: Growth and New Development of TV Shopping Industry

2.1 Growth and Model Evolution of Global TV Shopping Industry

2.1.1 Growth of Global TV Shopping Industry

2.1.2 Models and New Development of Global TV Shopping Industry

(1) Model and New Development of US TV Shopping Industry

1) Model Features of US TV Shopping Industry

2) New Development of US TV Shopping Industry

(2) Model and New Development of Korea TV Shopping Industry

1) Model Features of Korea TV Shopping Industry

2) New Development of Korea TV Shopping Industry

(3) Model and New Development of Japan TV Shopping Industry

1) Model Features of Japan TV Shopping Industry

2) New Development of Japan TV Shopping Industry

2.2 Growth and Development Features of China TV Shopping Industry

2.2.1 Overall Development of China TV Shopping Industry

(1) Development Overview of TV Shopping Industry, 2010-2011

(2) Development Trend for China TV Shopping Industry

2.2.2 Comparison Analysis of China TV Shopping and External Competition Industry

(1) Comparison Analysis of TV Shopping and Online Shopping

1) Transaction Situation of Online Shopping Industry, 2010-2011

2) Development Forecast for Online Shopping Industry, 2012-2015

3) Margin Effect Analysis of TV Shopping and Online Shopping

(2) Comparison Analysis of TV Shopping and Retail Industry (Physical Presence)

1) Development Situation of Retail Industry, 2010-2011

2) Development Forecast for Retail Industry, 2012-2013

3) Margin Effect Analysis of TV Shopping and Shopping Center (Physical Presence)

Chapter 3: Development of Industrial Chain Core Factors of TV Shopping Industry

3.1 Development Analysis of TV Media

3.1.1 Analysis of Traditional Media of TV Shopping

(1) Development of China TV Market

(2) Growth of China Digital TV Industry

(3) China TV’s Influence and Audience Rating

(4) Competition among National and Regional TV Station

3.1.2 Development of New Media of TV Shopping

(1) Development Analysis of Mobile TV

(2) Development Analysis of Online TV

(3) Development Analysis of TV Shopping Network Platform

3.2 Call Center Construction Status and Application Status

3.2.1 Application of Call Center in TV Shopping Industry

3.2.2 Call Center Construction of TV Shopping Enterprises

3.3 Development Analysis of Electronic payment Authentication System

3.3.1 E-bank

(1) Development Analysis of E-bank Market

(2) Analysis of E-bank Users

(3) Development Trend of E-bank Market

3.3.2 Third Party Payer

(1) Development Analysis of Third Party Payer Market

(2) Development Trend of Third Party Payer Market

3.4 Development Analysis of Logistic Delivery System

3.4.1 Development of Logistics Industry

(1) Total Value Growth and Constitution Situation of Logistics

(2) Fixed Asset Investment and Growth of Logistics

(3) Analysis of Operation and Benefits of Logistic Enterprises

3.4.2 Development of Express Delivery Industry

(1) Development Overview of China Express Service Industry

(2) Operation of China Express Service Industry

Chapter 4: Analysis of Major Commercial Operation Model for China TV Shopping Industry

4.1 Major Operational Model Classification of TV Shopping

4.1.1 Traditional TV Shopping Operation Model

4.1.2 Modern TV Shopping Operation Model

(1) TV Shopping Enterprise Operation Model Established by Provincial Radio and Television Station

(2) TV Shopping Enterprise Operation Model Jointly Established by Provincial Radio and Television Station

4.1.3 Difference between Traditional and Modern TV Shopping Operation Models

4.2 Growth Analysis of Traditional TV Shopping Market

4.2.1 Development Status of Traditional TV Shopping Market

4.2.2 Problems in Traditional TV Shopping Market

(1) Problem of Product

(2) Problem of Advertisement

(3) Problem of After-sales Service

4.3 Growth Analysis of Modern TV Shopping Market

4.3.1 Development Status of Modern TV Shopping Market

4.3.2 Modern TV Shopping Channel Construction and Development

4.4 Commercial Operation Models Development and Transformation of China TV Shopping

4.4.1 Development Trend for Operation Model Adopted by Traditional TV Shopping

(1) Standardization of TV Shopping Operation Model

(2) Profession of YV Shopping Advertisement Arranging

(3) Integration of TV Shopping and Other Media

4.4.2 Development Trend for Modern TV Shopping Operation Model

(1) Branding Development of TV Shopping Products

(2) Full Media-oriented Development of TV Shopping

Chapter 5: Analysis of Product Structure and Market Development of China TV Shopping Industry

5.1 Growth of TV Shopping Market for Mobile Phone Products

5.1.1 China Mobile Phone Market Scale and Growth

(1) Production and Marketing Situation of China Mobile Phone Market

(2) Brand Situation of China Mobile Phone Market

5.1.2 Analysis of Sales Channels of China Mobile Phone Market

5.1.3 Market Development of China Mobile Phone TV Shopping

(1) Development of Mobile Phone TV Shopping Market

(2) Problems in Mobile Phone TV Shopping Market

5.2 Growth of TV Shopping Market for Jewelry

5.2.1 Size and Growth of TV Shopping Market for Jewelry

(1) Production and Marketing Situation of China Jewelry Market

(2) Brand Situation of China Jewelry Market

5.2.2 Analysis of Sales Channels of China Jewelry Market

(1) Directly Operated Store Channel of Brands

(2) Agency shops Channel of Brands

(3) Franchised Outlet Channel of Brands

(4) Wholesales Channels of Non-brands

(5) Sales Channels without Shops

5.2.3 Development Analysis of China TV Shopping Market for Jewelry

(1) Development Analysis of TV Shopping Market for Jewelry

(2) Development Trend of TV Shopping Market for Jewelry

5.3 Growth of TV Shopping Market for Cosmetics

5.3.1 Size and Growth of China Cosmetics Market

(1) Production and Marketing Situation of China Cosmetics Market

(2) Brand Analysis of China Cosmetics Market

5.3.2 Analysis of Sales Channels of China Cosmetics Market

5.3.3 Development Analysis of China TV Shopping Market for Cosmetics

(1) Development Analysis of TV Shopping Market for Cosmetics

(2) Development Trend of TV Shopping Market for Cosmetics

5.4 Growth of TV Shopping Market for Bags and Apparel & Accessories

5.4.1 Development Analysis of China Apparel & Accessories Market

(1) Production and Marketing Situation of China Apparel & Accessories Market

(2) Brand Analysis of China Apparel & Accessories Market

5.4.2 Development Analysis of China Bags Market

(1) Production and Marketing Situation of China Bags Market

(2) Brand Analysis of China Bags Market

5.4.3 Analysis of Sales Channels of China Bags and Apparel & Accessories Market

5.4.4 Development Analysis of China TV Shopping Market for Bags and Apparel & Accessories

(1) Development Analysis of Bags and Apparel & Accessories Market

(2) Growth of Bags and Apparel & Accessories Market

5.5 Growth of TV Shopping Market for Car

5.5.1 Development Analysis of China Car Market

(1) Production and Marketing Situation of China Car Market

(2) Brand Analysis of China Car Market

5.5.2 Analysis of Sales Channels of China Car Market

5.5.3 Development Analysis of China TV Shopping Market for Car

(1) Development Analysis of Shopping Market for Car

(2) Development Trend of Shopping Market for Car

5.6 Growth of TV Shopping Market for Luxury Product

5.6.1 Development Analysis of China Luxury Product Market

(1) Production and Marketing Situation of China Luxury Product Market

(2) Brand Analysis of China Luxury Product Market

5.6.2 Analysis of Sales Channels of China Luxury Product Market

5.6.3 Development Analysis of TV Shopping Market for Luxury Product

(1) Development Analysis of TV Shopping Market for Luxury Product

(2) Brand Analysis of TV Shopping Market for Luxury Product

(3) Development Trend of TV Shopping Market for Luxury Product

Chapter 6: Analysis of Consumption Groups in China TV Shopping Industry

6.1 Features Analysis of TV Shopping Consumers

6.1.1 Analysis of Education Background for TV Shopping Consumers

6.1.2 Analysis of Attitudes Held by TV Shopping Consumers

6.1.3 Analysis of Personality Features of TV Shopping Consumers

6.1.4 Motivation Analysis of TV Shopping Consumers

6.1.5 Analysis of Purchasing Experience of TV Shopping Consumers

6.1.6 Analysis of Purchasing Involvement Degree of TV Shopping Consumers

6.1.7 Analysis of Cost Payment of TV Shopping Consumers

6.1.8 Influence of Consumers on Enterprises with Decisions of TV Shopping Consumption

(1) Products Provided by Enterprise

(2) Innovation of IV Promotion

(3) Logistic System of Enterprise Service

(4) Enterprise After-sales Service

6.2 Analysis of Research on TV Shopping Consumers

6.2.1 Acceptance and Trust for TV Shopping Advertisement

6.2.2 Customer Satisfaction for TV Shopping Products

6.2.3 Case Study of Research on TV Shopping Consumers

(1) Research on TV Shopping Satisfaction for Customers in Shenzhen

1) Basic Information of Customers

2) View of Customers on TV Shopping Products

3) Quality Opinion of Customers on TV Shopping Products

4) Opinions of Customers on Services of TV Shopping Products

5) Disputes and Right Protection Ways for TV Shopping Customers

(2) Research on TV Shopping Status of Customers in Chongqing

(3) Research on TV Shopping Satisfaction for Customers in Shenzhen

1) Basic Information of Customers

2) Awareness and Trust for TV Shopping Customers

3) Purchasing Intention of Customers for TV Shopping Products

4) Opinions of Customers on Quality/Services of TV Shopping Products

5) Disputes and Right Protection Ways for TV Shopping Customers

Reporting core values

Product structure is the key for the TV shopping to change the development model. The first core factor is commodities popularization. In the Korean TV shopping proportion of rice sales volume to total sales volume is 10% while in Taiwan the fresh-water crab is the most popular TV shopping goods. Different from "conceptual products” in traditional TV direct marketing, brand products which have been accepted through traditional marketing channels are much more popular. The second core factor is category differentiation. For example, the Home Shopping focuses on household goods. Its positioning is “special price for household goods everyday”. In this way it efficiently breaks through the homogenization of TV shopping industry and gains acceptation from customers. The commodities popularization and category differentiation are the direct signs to discriminate the TV shopping program to other shopping program.

Main Contents of report

Proportion of TV shopping sales revenue to total social retail sales is 8%-12% in the TV-shopping well developed countries like America and Korea. However the proportion in China is less than 1%. And TV shopping is different from area to area in China. In Taiwan more than 4% televiewers will spend 3 hours or more in watching TV shopping program while the overall mainland televiewers will spend only 1 minute in watching TV shopping program in their 3-hour-a-day TV watching time. In Taiwan 50% of the televiewers who watch the TV shopping program will become TV shopping customers while it is only 10% in mainland.

Such data reflects either the development of domestic TV shopping is quite tough or the great market potential for China TV shopping industry. Take the development of the TV shopping program—happigo as an example, it established in March, 2006 and now covers 19 provinces and more than 300 cities. It turns to be the widest covering shopping program. For its branch, happigo.com, annual growth rate is more than 100% and revenue is about 100 million Yuan.

Current these years, continuous heat of commercial real estate directly increases the store cost of sales end-entity. And channel construction cost turns to be the major business cost. With the perfection of logistic, payment and legal system, non-store retailing will be the mainstream in the future. Non-store retailing has become a focal point in the State Retailing “Twelfth Five Years” Plan. As a major method of non-store shopping, it attracts highly attention of central and local governments.

In the meantime, it is the key moment for the TV shopping industry to change the development model. It was released in November, 2011 that the 4-year-accumulated loss before tax of Seven Star Shopping was nearly 1 billion HK Dollar. The successful image bankrupt of Seven Star Shopping drops a hint that the traditional TV direct marketing advertising model is a sunset one in TV shopping industry. In contrast, the establishment of professional family shopping programs like Home Shopping, Eastern CJ and Happigo reflects the well development of family shopping model which is based on TV program and broadcasting & TV background. The family shopping model becomes the mainstream of TV shopping industry.

Product structure is the key for the TV shopping to change the development model. The first core factor is commodities popularization. In the Korean TV shopping proportion of rice sales volume to total sales volume is 10% while in Taiwan the fresh-water crab is the most popular TV shopping goods. Different from "conceptual products” in traditional TV direct marketing, brand products which have been accepted through traditional marketing channels are much more popular. The second core factor is category differentiation. For example, the Home Shopping focuses on household goods. Its positioning is “special price for household goods everyday”. In this way it efficiently breaks through the homogenization of TV shopping industry and gains acceptation from customers. The commodities popularization and category differentiation are the direct signs to discriminate the TV shopping program to other shopping program.

View from the market development potential, due to the authority and easy contact of the TV media consumption potential is stronger in third and fourth tier cities than in first and second tier cities. Along with the sunset of TV direct marketing adverting model and development of professional family shopping program model, the TV shopping industry is developing towards a more regulated and professional direction.

Here, we’d like to express our sincere gratitude to National Bureau of Statistics of China, International Information Institute, National Institute of the Ministry of Commerce, National Tsing Hua University Library, Institute of Market Economy of the State Council Development Research Center, and Beijing Qinghua Forward Market Research Center, etc. Thank you so much!

Notice: all the market data, especially the corporation list data in this report is only for business reference. Please don’t take the data for enterprise publicity. Thank you! Or Forward shall not take any responsibility for any consequences!

 

Qianzhan Business Information Co., Ltd. Industry Research Center
Research Team of TV Shopping Industry

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