What are the benefits of TV shopping? What issues should we pay attention to?

As a new channel for enterprises, TV shopping has the following three characteristics:

1. It can enhance brand awareness; TV shopping broadcast periods are often repeated in product introductions. Intersperse brand LOGO and brand VCR images to deepen consumers' awareness of the brand, thereby enhancing corporate brand awareness.

2. It can increase product sales; TV shopping is a direct wholesale sale of a single product; the sales volume of a single product is greater than retail sales.

3. It can improve and supplement corporate entity channels, which is very meaningful for some companies that are expanding ground channels and have yet to establish physical entities.

TV shopping is a kind of direct marketing, which is different from traditional marketing. The following three issues must be paid attention to in TV shopping marketing:

1. Channel positioning

< p>For enterprises, TV shopping is the marketing management process of choosing TV shopping media as a distribution channel to achieve corporate profitability. The core elements of TV shopping marketing channel positioning must meet the five basic conditions of TV shopping media: financial status, product quality, competitive price, distribution and warehousing and service guarantee, and corporate reputation. Different TV shopping media target different consumer groups. When positioning the channel, companies need to conduct a comprehensive analysis based on the company's own conditions and the TV shopping media environment.

2. Product positioning

TV shopping product positioning directly affects brand positioning, and it will promote or restrict the sales of the company's entire product line. Mainly manifested in three aspects:

First, product and brand: For products launched on TV shopping, consumers will link the product to the corporate brand, and perception is greater than the fact. If the online product does not have the characteristics represented by the brand at all, it will do great harm to the corporate brand. If you do TV shopping without brand characteristics, even if TV shopping is successful, it will only be a flash in the pan.

Second, pricing and branding: TV shopping will directly mark the price of the product. Consumers will think that the product of this brand is at this price, and the products of the same grade of this brand will not be higher than this price. The pricing of TV shopping products determines the grade of the brand.

Third, product differences and media time periods: Channel conflicts will occur between TV shopping and physical channels, and the choice of product mix will also have a greater impact on physical channels; TV shopping media time periods are extremely important for product sales , product sales will vary greatly in different media periods.

3. Delivery and warehousing and service guarantee

Product delivery and warehousing is an important part of pre-sales for TV shopping. After the broadcast time of the online products is determined, the products must be distributed and stored by QC. Reasonable product inventory is the guarantee of TV shopping sales.

Service guarantee is another key link in TV shopping. For consumers who purchase durable consumer goods, after-sales service guarantee is an issue that must be considered when making purchase decisions.

Enterprises should not regard TV shopping only as a kind of advertising, nor should they regard TV shopping only as an emerging channel. It is a marketing management process that affects the whole body. If TV shopping is placed in the entire marketing system of the enterprise and is considered from the perspective of corporate brand building, product line planning, price system and channel system, TV shopping marketing will be more successful.