現(xiàn)代電視購(gòu)物如何選擇產(chǎn)品（How do modern TV shopping choose products）

1、現(xiàn)代電視購(gòu)物如何選擇產(chǎn)品（How do modern TV shopping choose products）Series topics:TV shopping industry observationprefacePredominantly began broadcasting television shopping channel modern television shopping (also known as home shopping) is different from the traditional TV direct sales, it is a new mode of com

2、modity sales, according to the TV shopping process, it can be divided into four main link, namely, choose products, programming, call center, logistics distribution.Selection is the first key point of TV shopping products, and the choice of products have been let television shopping operators have a

3、 headache, and the traditional market competition in the price of the product will be transparent, product profit space gradually shrink; Media prices are high and the cost of advertising spreads rapidly. The spread information credibility of TV shopping industry has been questioned, and some consum

4、ers who used to consume bad TV shopping products have even been sniffy or even gnashed their teeth at shopping. The integrity and credibility of shopping products are low, and the consumers are highly rationalized. Single TV direct-selling products cannot meet the demand of TV shopping channel. The

5、shopping channel model, which operates as the operating subject, is the beginning of the change. Product, brand, popular is the foundation of modern television shopping, shopping to CCTV channel, hunan happy shopping, Shanghai Oriental CJ, for example, its product suppliers including philips, samsun

6、g, lenovo, LG and other well-known brands, products up to thousands of varieties and the largest brand products account for 70% of the selling goods.We know that by negotiating with the upstream suppliers, it is the profit model of the shopping channel and the traditional TV direct selling company.

7、For modern TV shopping, the involvement of brand products is expected to improve peoples impression of the low-end and chaotic TV shopping.In a professional TV shopping channel as a platform of modern TV shopping has a unique advantage in product selection, but how to choose products with the needs

8、of the consumers as the core, how to correctly choose big market potential products to meet the needs of profit, task is still arduous. It can be said that the structure and direction of shopping choice of products are related to whether the TV shopping channel can play a good brand in future, which

9、 is the key to the invincible position in the competition.First, it is important to choose the product at the core of the consumerThe hard injury of shopping on TV is not only in the integrity of operators, but also the non-specialization of TV shopping industry.Nowadays, TV shopping has to be succe

10、ssful, and the specialization and scientific operation of every link become very important. In TV shopping developed regions such as Europe and the United States, TV shopping companies generally for a virtual company, a central part of the job content is to choose the products and production, includ

11、ing TV shopping products is the key to the success of TV shopping. The product itself determines its life cycle and market situation in the market, so both the market and consumers are calling for good products.CTR (CCTV market research co., LTD.) is one of the largest and most authoritative market

12、research companies in China. In November 2006, CTR conducted an independent investigation on the online survey platform of the tianhui hao, and understood the consumption situation and opinions of people over 18 years of age in TV shopping. The survey found that, as the majority of consumers agree,

13、the problem of shopping on TV comes from product satisfaction. The data show that consumers are less than 50% satisfied with their products after purchase. The low satisfaction of TV shopping directly leads to negative word of mouth and distrust, which in turn leads to 52% of consumers skepticism ab

14、out shopping, and the average value of trust is 5.2 out of 10. CTR believe that the quality of products, therefore, the good and bad are intermingled will directly lead to the TV shopping is this originally the decline of outstanding business model, or will make a good brand image and reputation of

15、large TV shopping company survival and development, and oligopoly. Therefore, TV shopping companys product selection is very important.Get involved in the TV shopping industry and be sure to catch the products choice. After a thorough investigation and analysis of market consumers demand and potenti

16、al market capacity, new products are introduced, and a good product with market demand is introduced.In the market segment, a new series of products and products are introduced. The so-called good products must meet the following conditions: sufficient market space, sufficient profit scale, differen

17、tiated, humanized, high-tech and intelligent. TV shopping operators must choose products to operate in a long-term brand, rather than speculate.TV shopping channel as a TV shopping owner the prospect of the flow channel, although looks good, but the premise is that it can overcome the get rich quick

18、 attitude, adhere to the consumer as the core to choose products, sales of real value and brand products.Whether it is the traditional TV direct-selling company or the modern TV shopping, the final profit lies in the profit margin of the product. If you want to get the shopping channel on TV, you ha

19、ve to choose the right product first. Product selection is very important.So what about the modern shopping product?2. How do modern TV shopping choose productsSuits to do a lot of TV shopping products, home appliances, communications, household, clothing, beauty, food, health care, sports equipment

20、, electronics, software, jewelry, jewelry and so on, even some intangible items such as travel, insurance, etc can be used to TV shopping, in theory, as long as love is suitable for sales and consumer goods can be used for TV shopping.After market investigation and user survey, screening manufacture

21、rs and choosing products is the first step in the whole process of modern TV shopping. Choose products must be comprehensive consideration, whether consumer demand, whether to have their own uniqueness, if there is a market, whether there is enough profit space, whether human, appeal is close to the

22、 product itself, and so on are all needs to consider.At this stage for TV shopping products should have a certain particularity, diversity, has a prominent function, at present domestic has not yet reached all the goods are suitable for propaganda on TV shopping channel, as TV shopping goods must ha

23、ve can excavate connotation. To choose a good product, you must consider the following factors:1. Target people should be specific. Because of the TV shopping consumers basic locking women and older consumers, therefore to consider in the product selection has a specific audience positioning, and TV

24、 shopping channel is mainly covered by digital TV home users, the target population is mainly aimed at middle consumer class. Therefore consider the middle consumer class pursuit is convenient, have certain purchasing power, easy to accept new things, the pursuit of fashionable way of life to choose

25、 products, high-grade products and close to the life of fashion products for the preferred products.2. Products need to be effective. But functional products tend to be a double toughening sword, attract consumer because has definite function, but as a result of the function and effect is not often

26、and let consumers lose confidence for this kind of products, such as the recent CCTV exposure, hu masters no YanGuo are typical of them.3. The product can be copied less. In recent years, has a new high-tech product in the TV shopping is popular, this kind of product has content of higher science an

27、d technology itself, and not easy to imitate, so with the help of television shopping can in the shortest possible time to start the sales of the product.4. Product selection should be popular. Shopping channels to do well, the first is to find a way of popular goods, second, the commodity structure

28、 layout reasonable, modern television shopping channel should be trying to have done TV shopping, truly reflects the never leave home can buy shopping concept to product family. For TV shopping channels, to make channel for consumers to accept truly, must on the commodity development go the way of t

29、he popularization, and according to the needs of different consumer groups, make personalized, diversified goods. So were going to advocate for shopping to return to life and return to civilian life. Truly make TV shopping the mall of the peoples home. On the eve of Spring Festival in 2006, the shop

30、ping program in shaanxi province was in the lottery and introduced several kinds of flour and cooking oil. The results were very good. Foreign TV shopping as in south Korean TV shopping, kimchi sells very fire,Rice accounts for 10 per cent of total sales, while in Taiwan the crabs are selling well.

31、Usually we provide in the TV shopping goods are cheaper than the market sales, because it does not need special shops and fixed sales staff, less the cost of nature can provide relatively low price. TV shopping operators to improve their sales revenue to expand the scope of the customer object, you

32、must get rid of the traditional TV direct sales go past aristocratic profiteering route, but popularization and meager profit but high turnover the principle of foreign mature TV shopping industry development has clearly for us to prove it.Product packaging should also have sales force. Clear produc

33、t positioning and the reasonable price range is a key to the success of TV shopping products, but the packing is also very important one link, usually the TV shopping products, packaging should have its own unique features.In order to win the shopping market in the future, we must choose the right p

34、roducts. Even if it is a popular product, we must find out the difference. Comparatively speaking, simple, intuitive products, low price products sell better than complex, high-priced products.It should be noted that modern TV shopping sells different products than traditional TV direct-selling prod

35、ucts. Modern TV shopping should with TV direct sales, strict access system, refused to confused with TV direct sales concept of some products, refused to have no brand image and related quality certification and standard certification of products.3. Modern TV shopping selects the correct direction o

36、f productsModern TV shopping makes money on a scale, the scale of TV shopping, the type of goods, and the range of shopping channels. Future popularization of TV shopping products, diversified development is a necessity, and the richness of products to ensure the comprehensive lower operating costs,

37、 and it is easy to see why even kimchi such goods can be sold on TV shopping channel.The direction of modern television shopping choose products should follow the way of mass goods + quality at the same time on the product quantity and quality to a breakthrough, formed a certain scale effect, increa

38、se the industry competitiveness.Given the TV shopping products life cycle is short, the characteristics of high selective TV shopping how to quickly increase quantity and variety, expand the size of the can sell goods to find a way of popularization and diversification is the key to modern televisio

39、n shopping to do strongly does. On the one hand, the use of TV shopping channel choice of the characteristics of wide product line, from daily necessities to the high-quality goods, from tangible products to intangible insurance, travel services and so on, small to POTS and pans, big to jewelry, car

40、 can be realized in the wraps TV shopping channel sales, to ensure that every month has at least 100-200 new products launched, and keep out the goods those low sales unpopular, the goods remain around 30% pass rate of change, through continuously introduce new products to meet changing consumer tas

41、tes and discard the consumption habits, constantly grasp consumer demand in the heart, to establish an interactive new shopping relations of mutual trust, expand the brand influence. Find a way of products and the brand, on the other hand, in the TV shopping all goods, not all products are selling,

42、in the early stage of the sales process, search and selection of consumer favorite, sales prospects good products, key into a fist product and the high-quality goods project, this has not only the department store, TV shopping also has its own boutique, form brand characteristics of modern TV shoppi

43、ng, give full play to the TV shopping channel resources advantage and channel advantage.TV shopping makes the money of economy scale, can not reach certain scale effect, can form big profit pressure, solve the problem after the product is TV shopping channel problem. The channel advantage is to solv

44、e the coverage of shopping channel, the modern TV shopping that has just been transformed today, it is difficult to cover more consumers by digital channels, and must be shipped out to sea.Digital channel, channel channel, network, type record and other channel development, establish three-dimension

45、al communication marketing system, from a single channel to multiple channels, quickly establish TV shopping itself brand.It is worth mentioning that the diversification of product sales channels is not only the air media channels, it should also include the distribution of the ground, for modern TV

46、 shopping, air-ground combination mode, is the necessary way of the development of the brand, in this mode, TV shopping advertising has a dual function, on the one hand is the direct sales function of TV shopping; On the other hand, national media advertising also makes strong brand and sales promot

47、ion for the distribution of the ground. TV shopping direct sales and dealer distribution pattern on the ground, make modern television shopping dont have to use the TV shopping system guarantee for the single profits, at the same time can be use all over the country the ground of the distribution network enables the commodity business to long-term, steady development, and to maximize the prod