TV shopping will become the mainstream

In June 29 morning, Alibaba Group and China Digital Television Media Group officially announced that Taobao and China group of Zhejiang China number of Media Network Co., Ltd. invested 100 million yuan, and formally set up "China number of Taobao Digital Technology Co., Ltd.".

　　in the number of Taobao business online launch ceremony, "This is Alibaba Group's first joint venture," said Ma Yun, chairman of Alibaba's board of directors, in a joint venture with China to let Taobao stand on a high starting point to quickly cut into the triple-net fusion market. Hua Number Media Group Chairman Fang Jianseng said , Taobao and the number of cooperation, "to achieve the advantages of digital entertainment content and advantages of the Internet platform full integration docking, become the largest digital entertainment service platform."

Some time ago, Ma Yun publicly said that the development prospects for the joint venture is not very good, "joint venture is a very difficult thing, need to trust, need common ideals, common goals, we have to put their own interests down." This is why Taobao, while in Japan, chose to work with Yahoo Japan rather than set up a joint venture.

However, the voice landed only one months, Ma Yun overturned his remarks.

Digital TV and electronic commerce

Ma Yun to the "it times" confessed that the cooperation between the two sides after a long time to consider, "in the process of negotiations with the number of Chinese, the whole team of pioneering and innovative spirit, let Taobao people admiration."

Hangzhou radio and television under the number of Chinese media, is the first batch of Internet television integrated business license plate of 3 companies. As early as 2001, the Chinese media began the network two-way transformation, in 2003 the first in the country to launch a two-way interactive cable TV business, now has 22 provinces, more than 120 cities to provide IPTV (interactive network TV) services. It has more than 80 sets of basic TV channels, more than 100 sets of pay-TV packages, with more than 12 million fixed users. Even Mr Li, the chairman of PCCW, has praised the Chinese in his chat with Mr. Ma, saying other companies are "absolutely inferior to the number of Chinese in Hangzhou".

It is reported that the new number of Chinese Taobao will integrate the number of media and Taobao resources, through the Internet to digital TV terminal chain. In addition, focus on digital TV E-commerce "Hua number Taobao" and digital commodity sharing trading platform "Amoy Flower Network" also online.

Taobao transferred to the field of television, and then the number of video and other content resources through the network channels to disseminate, from this point of view, the number of Taobao and Amoy Flower Network will integrate the number of Chinese media and Taobao has the resources advantage.

Ma Yun said in the press conference, the birth of the number of Taobao is timely, "tightly grasp the historical opportunity of the three nets integration, both sides will give full play to their respective areas of development advantages, through their respective industrial chain, in the search for new ways of development to make a useful historic attempt."

In charge of operating the number of Chinese TV Taobao Mall of China Taobao general manager Pandahai told our reporter, in charge will be in accordance with the Sales commission model, similar to Taobao Mall. Amoy Flower Network positioning Digital Products E-commerce, in the site to provide video content, 90% free to watch, some of the video to take charge, the specific charges are based on the content of different, but generally in the following 5 yuan.

Mutual benefit

All along, the development of value-added services is a digital television to enhance the value of the user, one of the important direction, this is the Chinese media for many years to explore the field. Although it is doing a good job in Zhejiang, but it is difficult to copy it to the country, and can not solve the problems of other radio and television companies.

Taobao's data show that Taobao currently has 200 million registered users, the 2009 national turnover of more than 200 billion yuan, the Internet in the field of successful models and large user groups, has long been the digital television industry coveted. "Taobao is facing a terminal breakthrough," The Chinese media President Li Yi Qing said, "and the number of digital TV platform Taobao users, but also can quickly expand the impact of the three-net fusion application." ”

In recent years, Taobao has been its tentacles to extend outward. After opening up the platform, the data, the big logistics plan, Taobao began to enter the field of television and mobile phones, trying to preempt the various terminal channels. For Taobao, it is not the first time that it has set foot on a television platform. Last December 29, Taobao has cooperated with Hunan satellite TV set up a subsidiary-happy Taobao, E-commerce will be moved on TV.

However, in the cooperation model with Hunan TV, the sale of goods need to use TV program "More Amoy more Happy" and independent E-commerce website Hi Amoy nets together to complete, that is, front-end TV show products, the user into the back end of the shopping site to buy. The cooperation with the number of Chinese media, users can be directly scheduled to buy on TV.

At that time, Ma said, "Happy Taobao" is the birth of the two sides in the opening up their respective industrial chain, looking for a new way of development on an attempt. And six months later, "Hua number Taobao" The birth, is the big Taobao strategy is another attempt and expansion.

"With Hunan TV's cooperation is mainly in the form of TV columns to promote marketing, China Taobao has realized the digital TV and the internet interaction." Pandahai explained.

Analysis of the number of cooperation with China will broaden the entrance of Taobao, relying on the other party currently has three licenses, Taobao can get rich content and bandwidth resources. In addition, the benefit is not only the number of China. Amoy Flower net down on the main line is video content, including more than 4,000 movies, TV series 20,000 episodes and China, these video content will be provided by the content partners, including exciting nets, China number, excellent degree of network more than 10 partners. After that, will be on-line documents, education, music and other digital merchandise content.