现代电视购物如何选择产品（How to choose products in modern TV shopping）

1、现代电视购物如何选择产品（How to choose products in modern TV shopping）Series of topics:TV shopping industry WatchPrefaceTo launch the TV shopping channel of TV shopping (also called home shopping) is different from the traditional TV sales, it is a kind of new commodity sales, according to TV shopping process,

2、which can be divided into four parts, namely the selection of products, programming, call center, logistics distribution.Product selection is the first key point of TV shopping, and the choice of products have left the TV shopping have a headache, the traditional market competition gradually price t

3、ransparency of products, product profit space gradually shrinking; media advertising prices soared, the rapid increase in the cost of dissemination of information; credibility of TV shopping industry has been questioned, some have poor consumption TV shopping products, consumers are on TV shopping a

4、nd even sniff at teeth of honesty and credibility; low TV shopping products, consumers gradually highly rational consumption, a single television direct marketing products have been unable to meet the demand of TV shopping channel. The shopping channel model with the TV station as the main part of o

5、peration is the beginning of changing this situation. Multi product, multi brand, the popularization of modern TV shopping based on CCTV shopping channel, Hunan happy shopping, Shanghai Oriental CJ as an example, its products suppliers including PHILPS, Samsung, Lenovo, LG and other famous brands, t

6、housands of varieties of goods, including brand products accounting for up to 70% of the sales of goods.We know that to get profit by bargaining with suppliers, this is the shopping channel and the traditional television Direct Selling Company homegrown different profit model. For modern TV shopping

7、, the involvement of brand products is expected to improve peoples impressions of the low end and confusion of TV shopping.In a professional TV shopping channel as a platform for modern TV shopping has unique advantages in product selection, but how to consumer demand as the core to select the produ

8、ct, how to choose the correct market potential products to meet the needs of profit, is still a heavy task. It can be said that the choice of TV shopping products structure and direction, related to the future of TV shopping channels can build a good brand, the key to an invincible position in the c

9、ompetition.I. The importance of choosing products at the core of consumersIn addition to the flawed TV shopping in the integrity, the main point is the non professional TV shopping industry.Todays TV shopping in order to achieve success, each link of specialized and scientific operations have become

10、 very important. TV shopping in Europe and other developed regions, the QVC Company for the The Virtual Corporation, the core part of the work is to choose products and programs, the TV shopping products is the key to the success of TV shopping. The product itself determines its market life cycle an

11、d market conditions, so the market and consumers are calling for good products.CTR (CCTV research Limited by Share Ltd) is one of Chinas largest and most authoritative market research companies. CTR conducted an independent survey on the online survey platform in November 2006 to learn more about th

12、e consumption of TV shopping for people over the age of 18. The survey found that, as the majority of consumers agree, the problem of TV shopping comes from product satisfaction.Consumers are less than 50% satisfied with the product after the purchase, according to the data. TV shopping low satisfac

13、tion directly led to the spread of negative word of mouth, distrust, which led to 52% of consumers questioned TV shopping, trust average of 5.2 points (10 points). Therefore, CTR believes that the quality of products will directly lead to the decline of TV shopping is uneven in quality of the origin

14、al excellent business model, or will make large QVC Company has a good brand image and reputation to survive and development, and oligopoly. Therefore, QVC Companys product selection is very important.Set foot in the TV shopping industry, we must seize the product selection of this hurdle. After a t

15、horough investigation and analysis of the market, consumer demand and potential market capacity, we will introduce new products, market segments and new products and products. The so-called good products must meet the following requirements: adequate market space, sufficient profit scale, differenti

16、ation, humanization, high-tech, intelligent. TV shopping operators must follow the strategy of choosing a product for a long time, rather than speculating.The TV shopping channel as TV shopping industry mainstream channels although the prospect seems good, but the premise is that it can overcome the

17、 utilitarian attitude, adhere to the consumer as the core to select products, sales of real value and brand products.Whether for traditional television, Direct Selling Company, or modern TV shopping, the ultimate profit lies in the profit margins of the product. If you want to do a good job on the T

18、V shopping channel, first of all, you must choose the right product. The choice of the product is very important.Then, how to choose the modern TV shopping products?Two, modern TV shopping how to choose products?For many TV shopping products, home appliances, communications, Home Furnishing, clothin

19、g, beauty, food, health care, sports equipment, electronics, software, jewelry, jewelry and so on, even some intangible goods such as tourism, insurance and so can be used to TV shopping, in theory, as long as suitable for sale and consumers of goods can be used to TV shopping.Through market researc

20、h, user surveys to screen manufacturers, select products is the first step in the overall part of modern TV shopping. Selection of products must be considered, whether it is consumer demand, have their own unique, whether there is a market, whether there is enough space for profit, whether humanity

21、is close to the demands of the product itself and so on are to be considered.At the present stage for TV shopping goods to have certain particularity, difference, features more prominent, at present has not yet reached all the goods are suitable for publicity in the TV shopping channel, TV shopping

22、for goods must have the connotation to explore. The following factors must be considered in order to select a product:1, the target population should be clear. Because the TV shopping consumer group locked in women and older consumers, so in the selection of products should be considered with the au

23、dience positioning clear, and TV shopping channel coverage is mainly digital TV households, the main target groups for middle class consumption. Therefore, we should take into account the middle-class consumer pursuit of convenience, there is a certain purchasing power, easy to accept new things,The

24、 pursuit of fashionable lifestyle to choose products, high-end quality products, and close to life fashion products, as the preferred product.2, products should be effective. But the product functional is a double-edged sword, attract consumer is because of a clear function, but the function and eff

25、ect of publicity does not often allow consumers confidence in this kind of product loss, such as the recent typical CCTV exposure Hu master smokeless pot is one of the.3, products can be copied low. In recent years, the new product has a high content of science and technology has been popular in the

26、 TV shopping, the content of science and technology of this kind of product itself is high, but not easy to be imitated, so with the TV shopping can start the products in the shortest time sales.4, the choice of products should follow the popular road. To do the shopping channel, the first is to go

27、commercial popular way, secondly, the commodity structure layout should be reasonable, modern TV shopping should be trying to do TV shopping channel, truly reflects the homes will be able to buy products like the family shopping idea. For TV shopping channels, in order to make the channel accept con

28、sumers truly, it is necessary to take the road of popularization in the development of commodities, and to make the products personalized and diversified according to the needs of different consumer groups. Therefore, we should advocate shopping programs to return to life and return to the civilian

29、population. Really make TV shopping the mall of the peoples homes. On the eve of the Spring Festival in 2006, Shaanxi Roca shopping program in the lottery link, introduced by the way some flour and edible oil, the sales situation is very good. Foreign TV shopping, such as in South Koreas TV shopping

30、, kimchi sell very fire, rice sales accounted for 10% of total sales, but in Taiwan it is hairy crabs sell very hot. TV shopping programs usually offer cheaper goods than they do on the market, because they do not need special shops and fixed sales people, and less cost can naturally offer lower pri

31、ces. TV shopping operators to improve their sales revenue to expand the scope of customers, we must get rid of the traditional TV sales go aristocratic profiteering line, but the popular and puerile policy, the development of mature foreign TV shopping industry has clearly proved to us this point.5,

32、 product packaging should also have sales force. Clear product positioning and reasonable price range is the key of TV shopping product sales success, but a part of packaging is also very important, usually TV shopping products, packaging should have their own unique characteristics.If we want to wi

33、n the TV shopping market in the future, we have to choose the right products. Even the popular products have to find the difference. By contrast, simple, intuitive products, products at lower prices than complex, high priced products sell well.It is important to point out that modern TV shopping is

34、different from traditional TV direct selling products. Modern TV shopping and TV direct to draw a line, strict access system, to some confusion with the concept of TV direct product, no brand image and no relevant quality certification and certification of products.Three, modern TV shopping, choose

35、the correct direction of productsModern TV shopping is the money of scale,The scale of the so-called TV shopping, first, the types of goods, two shopping channel coverage. The future of TV shopping product popularity, diversified development is inevitable, and rich products which reduce overall oper

36、ating costs, it is not hard to understand why such pickled cabbage can sell merchandise in the TV shopping channel.The choice of products in modern TV shopping should follow the way of mass goods + quality. At the same time, we should break through the quantity and quality of products, form a certai

37、n scale effect, and increase the competitiveness of the industry.In view of the TV shopping products life cycle is short, the elimination rate is high, the TV shopping how to quickly increase the number and variety of goods, to expand sales scale, go commercial popularization and the path of diversi

38、fication, is the key of modern TV shopping to do bigger and stronger. On the one hand, can choose to use the TV shopping channel wide product line, from daily necessities to the boutique, from tangible goods to intangible insurance, travel service and so on, small pots, large car jewelry, can achiev

39、e sales in this big platform of TV shopping channel, to ensure that every month there are at least 100 200 new product launch, and constantly eliminated those low sales unpopular goods, keep about 30% of the goods for delivery rate, through the introduction of new products to meet new consumer taste

40、s and changing consumer habits, continue to seize the hearts of consumers demand, new shopping to establish an interactive relationship of mutual trust, expand the brand the influence of. On the other hand, walking the fine and the brand of the road, in the TV shopping all goods, not all products ar

41、e sold, in the pre-sales process, search and selection of consumers, sales prospects of good products, focus on creating fist products and products of the project, it not only has the TV shopping the department store, also have their own boutique brand, the formation of the characteristics of modern

42、 TV shopping, TV shopping channel and give full play to resource advantage and channel advantage.TV shopping is the economic size of the money, and can not reach a certain scale effect, it will form a greater profit pressure, and solve the problem after the product is the channel of TV shopping. Cov

43、erage and play to the advantages of the channel is to solve the shopping channel, today is just the transformation of the modern TV shopping, on digital channel is difficult to cover more consumers, must take the boat out to sea, digital channel, open channel, network, and other multi-channel catalo

44、g development, establish three-dimensional communication marketing system, from a single channel to multi channels and quickly set up their own brand of TV shopping.It is worth mentioning that the diversification of sales channels is not only the air media channels, it should also include the ground

45、 distribution channels for modern TV shopping, flying combination mode, is the inevitable way to the development of brand, in this mode, TV shopping advertising has a dual function, one is the TV the direct sale shopping function; on the other hand, the national media advertising is a powerful brand

46、 promotion and sales for pulling ground distribution. The mode of direct sales of TV shopping plus the distribution of ground dealers, so that modern TV shopping without the aid of television shopping to obtain a single profit system guarantee,At the same time, with the help of the nationwide ground distribution network, the commodity management can dev