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China TV Shopping Industry Report, 2016

  • May 2016
  • -
  • Research In China
  • -
  • 66 pages

Chinese TV shopping began in the 1990s, and it has gone through a start-up stage, a golden development stage, a low tide stage, a transformation stage, a multimedia integration stage and so on. With the development of the Internet and other new media technologies, Chinese TV shopping market has stepped in the multimedia integration phase and been developing radically. The market size jumped from RMB6.73 billion in 2007 to RMB39.93 billion in 2015, at a CAGR of 24.9%.

China's TV shopping industry scale is still small and only accounts for less than 0.2% of the total retail sales of social consumer goods, much lower than over 8% in Japan, South Korea, the United States and other developed countries but implying huge market potentials. In the wake of the technological advance of mobile phones, tablet computers and other electronic terminals, the rapid emergence of mobile social media as well as wide application of big data and cloud computing, TV shopping will develop quickly with computers and mobile terminals to form three-screen interaction. By 2020, Chinese TV shopping market will value RMB80 billion, with a CAGR of 14.9% compared with 2015.

Although the overall outlook for the TV shopping industry is promising, different business models bring different effects. The modern home shopping based on professional television shopping channels of TV stations is entertaining and informative, which is quite favored by the audience (consumers), so the relevant enterprises flourish. However, it is difficult for the traditional TV direct sales model to survive. One of the top two traditional giants -- 7-STAR quitted from the field of TV shopping after being acquired in 2015 formally; the other tycoon Acorn International has suffered losses, cut advertising budget and sought transformation over the past few years.

In terms of competition pattern, as of early 2016, the SARFT (State Administration of Press, Publication, Radio, Film and Television of the People’s Republic of China) had approved a total of 38 TV shopping companies, of which 11 ones held nationwide licenses and 27 ones had regional licenses. Nationwide license holders are entitled to cover more areas and more people, so they enjoy superiority in market size.

By revenue, Chinese TV shopping competition pattern shows three echelons: The first echelon is led by the overwhelming OCJ whose television channel revenue hit about RMB5 billion in 2015; the second echelon is comprised of national TV shopping channels including Happigo, JYH.com, FS Shopping and Hao24 which garner the television channel revenue of over RMB500 million each, wherein Happigo fetched RMB1.6 billion and FS Shopping gained nearly RMB1.5 billion in 2015; the third echelon embraces other local TV shopping channels whose television channel revenue is RMB500 million or less respectively.

China TV Shopping Industry Report, 2016 mainly studies the followings:
Overview of TV shopping industry (including definition, classification, industry chain, market characteristics, business models, policies, etc.);
Influence of macro-economy on China TV shopping industry;
Overview of Chinese TV shopping market (including development course, market size, competition pattern, market structure, regional analysis, development prospects);
Analysis (including profile, business performance, revenue structure, R & D spending, TV shopping business, strategies, etc.) on 14 TV shopping companies such as Happigo, Oriental CJ, FS Shopping, Jiajiamall.com, Hao24, JYH.com, CCTV Home Shopping, CNRMALL,QVC, SSGO, EACHOME and Acorn International.

Table Of Contents

China TV Shopping Industry Report, 2016
1. Status Quo of TV Shopping Industry
1.1 Definition
1.2 Foreign TV Shopping Model
1.3 Chinese TV Shopping Models
1.3.1 TV Direct Sales Model
1.3.2 Home Shopping Channel Model
1.3.3 Comparison of Two Models
1.4 Industry Policy

2. Industry Chain of TV Shopping
2.1 Product Supply
2.2 Payment
2.3 Logistics
2.4 TV Channels

3. Development Environments of TV Shopping Industry
3.1 Macroeconomic Environments
3.2 Risks and Solutions
3.2.1 Low Trust of Consumers in TV Shopping
3.2.2 Impact of Intervention of Other Sales Channels on TV Shopping
3.2.3 Impact of Rising E-commerce on TV Shopping
3.3 Driving Factors

4. Market Overview
4.1 Status Quo
4.1.1 Development History
4.1.2 Regional Distribution
4.1.3 Distribution of Goods Categories
4.2 Market Size
4.3 Competition
4.3.1 Comparison of Regional Coverage
4.3.2 Population Coverage Comparison
4.3.3 Revenue Comparison
4.3.4 Business Development Comparison
4.4 Prospect of TV Shopping Industry

5. Major TV Shopping Companies
5.1 Hunan HappiGO
5.1.1 Profile
5.1.2 Operation
5.1.3 Revenue Structure
5.1.4 Gross Margin
5.1.5 Inventory and Sales Volume
5.1.6 R and D
5.1.7 Multi-screen Integration Strategy
5.1.8 Prospect
5.2 OCJ
5.2.1 Profile
5.2.2 Operation
5.2.3 Channel Coverage
5.2.4 Equity Transfer
5.2.5 HD Shopping Channel
5.3 Hao24
5.3.1 Profile
5.3.2 Operation
5.3.3 Release of Cross-Border Business
5.4 JYH.com
5.4.1 Profile
5.4.2 Operation
5.4.3 JYH.com's Main Business Coverage
5.5 FS Shopping
5.5.1 Profile
5.5.2 Operation
5.5.3 Revenue Structure
5.5.4 Gross Margin
5.5.5 Closer Cooperation with Internet TVs
5.5.6 Development Planning
5.6 Best 1
5.6.1 Company Profile
5.6.2 Operation
5.6.3 Channels Covered by Best 1
5.7 CNRMALL
5.7.1 Profile
5.7.2 Operation
5.8 Jiajia Shopping
5.8.1 Profile
5.8.2 Operation
5.9 CCTV Home Shopping
5.9.1 Company Profile
5.9.2 Operation
5.10 QVC
5.10.1 Development History
5.10.2 Operation Characteristics of QVC
5.10.3 Operation
5.10.4 Revenue Structure
5.10.5 Gross Margin
5.10.6 Business in China
5.11 Eastern Home Shopping
5.11.1 Profile
5.11.2 Operation
5.12 SSGO
5.12.1 Profile
5.12.2 Operation
5.13 Shenzhen Eachome Co., Ltd.
5.13.1 Profile
5.13.2 Operation
5.13.3 Revenue Structure
5.13.4 Gross Margin
5.13.5 Coverage of TV Shopping
5.13.6 Shenzhen Topway Video Communication Purchased Equities of Eachome
5.14 Acorn International
5.14.1 Profile
5.14.2 Operation
5.14.3 Financial Analysis
5.14.4 Direct Sales Platform


Companies Mentioned
Hunan HappiGO
OCJ
Hao24
JYH.com
FS Shopping
Best 1
CNRMALL
Jiajia Shopping
CCTV Home Shopping
QVC
Eastern Home Shopping
SSGO
Shenzhen Eachome Co., Ltd.
Acorn International

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