1. What are the business models of TV shopping channels?
1, TV direct selling business model
The product positioning of TV direct selling business model takes novelty and specialty as the product development direction. Common sales products include mobile phones, computers, fashion products, beauty, nutrition and health care, investment collection, automobile supplies, household appliances, education and so on. Sales brands are mainly independent brands, supplemented by cooperative brands. Media implantation is to buy "non-prime-time" advertising time from a number of TV stations as a platform for enterprise promotion and operation.
2. Family shopping business model
The product orientation of family shopping business model is to sell household items, and the products are diversified and popular. Common commodities include electrical appliances, kitchen supplies, daily necessities, cosmetics, jewelry, etc. There are thousands of kinds of commodities. Sales brands are mainly well-known brands, consumers can buy products in shopping malls, and the reputation and price of brands are easy to gain the trust of consumers. Media delivery is broadcast through the home shopping channel owned by Radio and Television Group, and there is no need to pay media fees.
The operating characteristics of family shopping business model can be seen in the existence of local TV stations. Enterprises use the TV channel resources of Radio and Television Group to set up exclusive channels for all-day shopping, broadcast commodity information through live broadcast, and attract many merchants and manufacturers to sell their products directly to consumers by providing a "TV shopping channel" platform, which is called "supermarket in the air". Enterprises realize operating income through income sharing and earning the difference.
Second, the advantages and disadvantages of TV direct selling business model
1, advantages
The advantage of TV direct selling mode is to sell products by buying media time, and the products focus on high-value products, which are all new, strange and special products. The intensive broadcast of TV advertisements can expose corporate brands in a short time.
2. Deficiencies
The biggest disadvantage of TV direct selling mode is low trust. There are a few TV direct selling companies in the industry that don't pay attention to honesty and cheat consumers by improper means. Consumers lack trust in the whole TV direct selling industry. Consumers generally believe that TV direct selling products are mostly products with no guarantee of quality and exaggerated efficacy. Secondly, TV direct selling companies are limited by the increase of channel cost of TV media, the competition in the whole industry intensifies, the media price rises, and the input-output ratio decreases, which directly affects the profitability of TV direct selling companies.
Third, the advantages and disadvantages of family shopping business model
1, advantages
The family shopping channel model is based on "media retail and TV department store", and its biggest advantage lies in the brand advantage of TV stations. Television stations participate in TV shopping programs all the time, and they need to take responsibility when selling products, supported by a reliable quality assurance system, and consumers' recognition is relatively high. Secondly, the media resources of the home shopping channel are very stable, which can basically guarantee 24-hour broadcast. At the same time, when the coverage of TV stations reaches a certain scale, the number of viewers is also considerable.
2. Deficiencies
The disadvantage of home shopping channel mode lies in viewing coverage. If it can only be developed in this province, it will not reach the expected goal. Secondly, the family shopping channel mainly sells household products, and the profit space is limited. Enterprises must rely on the sales scale of products to improve their profitability.
The above is Bian Xiao's sharing, and I hope it will help everyone.