适应征:TV shopping programs head more upmarket

来源:百度文库 编辑:九乡新闻网 时间:2024/03/29 20:16:31

TV shopping programs head more upmarket

10:10, May 30, 2011      

Email | Print | Subscribe | Comments | Forum 
  • Chinese shares close lower on Monday

  • External financial assets valued at 4.126 trillion USD in 2010

  • Relax overseas investment rules and help China: experts

  • Crude steel demand forecast to reach 750 m tonnes in 2015

  • British Tullow to acquire Ghanaian EO Group

  • Hong Kong shares close 0.95 pct higher

  • Increases the bookmark twitter facebook digg Google Windowslive Delicious buzz friendfeed Linkedin diigo reddit stumbleupon QQ  


    Hunan Television workers produce a television shopping program in a studio. Many television shopping programs have sprung up in recent years, and rather than selling cheap goods, they are moving upmarket to sell gold, cars, even houses. Provided to China Daily

    Traditionally, sales of high-end products do not occur at home, but that's coming to an end if some entrepreneurs have their way.

    Many television shopping programs have sprung up in recent years, and rather than selling cheap goods, they are moving upmarket to sell gold, cars, even houses.

    "It's not like Fifth Avenue. It's more like those (out-of-town) outlets where you get both high quality and a reasonable price," said Zhang Dazhong, chairman of Oriental CJ, one of the largest home shopping companies in China.

    Although television shoppers are sensitive to prices, Zhang said they have been paying more attention to quality. This is also why he thinks the company can tap into people's pockets through the common medium of a TV set.

    The company started in high-end product sales with gold.

    "We started with five grams, then 10 grams and now we can even make it 1,000 grams," Zhang said.

    The company found that trust developed among people as the market is maturing. It then went into diamond and car sales.

    The company sold the latest model of the Toyota Camry in 2009. To Zhang's surprise, in less than an hour after the show was broadcast, 266 cars were sold - an average of one every 13 seconds, far faster than showroom averages.

    Oriental CJ's reputation grew and with it came financial returns. In 2010, total sales of the company hit 5 billion yuan ($769 million), almost double the 2.8 billion yuan in 2009, according to Zhang.

    He expects the figure to reach between 8 and 10 billion yuan this year. To hit the goal, the company will expand its presence in major cities. It plans to cover 10 cities in China by the end of this year, from about six currently, which are mainly in Southeast China, where the company is located.

    Total transaction volumes of China's television shopping reached 23.4 billion yuan in 2009, according to industry figures. Experts expect that the figure will rise to 500 billion yuan by 2020.

    "The television shopping pie may hopefully account for 5 percent of total retail sales in China in five years giving the fast expansion of the consumer market," said Yin Li, deputy editor-in-chief, China Radio International (CRI), the country's international radio broadcaster that launched its own televised shopping channel, Global Go, in late March.

    Like Oriental CJ, Global Go also focuses on high-end items. CRI plans to expand the channel overseas after it establishes itself in China.

    China's television shopping faces competition from the country's robust online market and also regulatory controls imposed after fraudulent activity, said Cai Ling, an analyst with research company China Investment Consulting.

    Television shopping accounted for 0.19 percent of total retail sales in China in 2009. Online shopping took 250 billion yuan that year with 1.97 percent of total retail sales, according to figures from domestic research company Analysys International.

    People are also showing increasing interest in high-end products on the Internet. China's privately owned Zhejiang Geely Holding Group Co, which acquired the Swedish carmaker Volvo Car Corporation from Ford Motor Company last year, for example, launched its official store on Taobao Mall, China's largest business-to-consumer platform, last year to try its hand at online sales.

    Source: China DailyRelated Reading
    • Farmers fall victim to TV shopping programs

    Special Coverage
    • 3rd Anniversary Of Wenchuan Earthquake
    • Third China-U.S. Strategic and Economic Dialogue
    Major headlines
    • Grass-roots candidates rally online

    • Signs of life from 12 trapped miners in SW.China

    • Officials in key sectors lured by corruption

    • Scientific workers must provide a voice in nation's policy-making process

    • China prioritizes aiding people displaced by Three Gorges project

    • County vows to correct misuse of post-disaster relief money

    • Senior leaders pledge greater efforts to improve living standards in Xinjiang

    • China opposes Vietnam's exploration in Sea

    • Drought affects 35 million, no end in sight

    • Denmark government appoints "export ambassador" to China to boost trade

    Editor's Pick
    Hot Forum Dicussion
    • Russia might turn against Libya?

    • New clash in South China Sea

  • US promotes relations with India, Pakistan

  • Hackers breached US defense contractors

  • Caution!! US is on the big move!!

  • Mladic's arrest gives Serbia no guarantee of fast EU entry

  • Egypt permanently opens Gaza border crossing