Is It Suitable For Outdoor Brand Development Channels To Enter The TV Shopping Platform?

Yes

Several star customers plan to sell their clothing on the domestic regional TV shopping channel.

In fact, TV shopping has been rising in China for many years, but this sales channel has never been favored by local shoes and clothing brands. Even many enterprises believe that the domestic TV shopping market is not yet mature, consumers lack trust in it, and TV shopping has little effect on brand promotion and product sales.

Nowadays, with the continuous innovation of enterprise brand channels, domestic and foreign TV shopping platforms have begun to be concerned by outdoor brands, but whether it can really open up new markets for brands remains to be tested by time.

Yang Kehui, deputy general manager of star star outdoor products Co., Ltd., said that in the past few years, the domestic TV shopping channel was not yet mature, and the impression left behind almost stayed in the brand Shanzhai version. The product line was abundant, but its stamina was not enough and its quality was poor.

But after years of market development, domestic TV shopping channels have made progress. For example, Acorn International, CCTV shopping, seven star shopping, happy shopping are all mature and standardized platforms, and the recognition of TV shopping in some domestic market areas is also gradually improving.

It is entirely possible to choose some matching TV shopping channels to supplement their own channel expansion according to their own channels.

"In the northeast, we have a high degree of recognition for TV shopping. The highest sales can sell more than 100 outdoor outfits a day, especially in the next winter, when the peak season for shoes and clothing comes, sales should be better. Therefore, we consider that we should try to sell our three in one outfits for this period of time.

Yang Kehui said.

But some people are very light on it. Xu Tengda, the general manager of the Tianlun outdoor products company, is not optimistic about the channels of TV shopping.

He believes that the products sold by the enterprises in the TV shopping platform must have some value before they can reserve a larger price operation space.

"That is to say, if the price of the product you give is 50 yuan per person, the price of the TV shopping should be increased by more than three times, reaching the promotion price of 150 yuan per unit.

Not only that, enterprises also need to bear high inventory risk, but the traditional shoes and clothing industry, unlike electrical appliances, cosmetics and other standard parts, a hiking shoe is equipped with a full code segment to the TV shopping channel warehouse. If it is not sold well, it is almost impossible to allocate these goods to other sales channels of the head office. Then, the goods are in the TV shopping warehouse and their own factory warehouses. "

Xu Tengda said.

With this

The disadvantage of the TV shopping channel mode lies in the coverage of the audience. At present, some TV shopping channels can only develop in this province, and can not be bigger and stronger to achieve the expected goal. The more famous shopping in China has entered 8 provinces and 17 cities in the country.

Xu Rongsheng, chairman of the lion brand outdoor products Co., Ltd., said, "people who buy TV shopping have obvious characteristics of fixed population. After some data investigation, retired elderly people and housewives are the main consumers of TV shopping. This means that when considering the TV shopping channel, enterprises need to measure their own product characteristics, and develop a truly matching sales channel to enhance sales and thus open up the market."

"Even if the TV shopping platform is regarded as a means of brand promotion, enterprises also need to consider the price performance ratio. Even if the price of the professional shopping channel is lower, the brand launch time will be long enough, so it will cost a lot of promotion expenses.

Under normal circumstances, the non professional TV shopping channels should buy time for special time for TV shopping, but the fact that TV shopping takes up the most is the garbage time of the TV station, which is not obvious for the publicity effect of brand awareness and reputation.

Insiders said.

At the present stage, retail outlets, e-commerce, business super, direct selling (including group buying) and other traditional four terminal competition have become more and more intense. The rise of TV shopping is a hot topic in recent years.

Not to mention that the major TV stations have set up their own TV shopping channels. The success of acorn's reliance on single channel shopping channels is enough to make a lot of mouth watering brands for TV shopping.

In fact, in the countries with more mature TV shopping such as the United States and South Korea, the proportion of TV shopping industry accounts for 8% of total retail sales and 12% of total retail sales.

In contrast, China accounted for less than 0.2% in 2011. Although the sales volume of the TV shopping industry is as high as tens of billions of dollars, there are still potential sales of up to 100 billion yuan.

Moreover, in addition to promoting sales, many enterprises like to see more functions behind TV shopping. Under normal circumstances, TV shopping channels also hide new product promotion, brand promotion, investment and other functions.

Therefore, many enterprises believe that even if the volume of sales generated by TV shopping can at least earn advertising effect, many enterprises are willing to promote new brands on the TV shopping platform.