Electronic commerce enclosure

Television shopping, the looming pattern of competition. October 16, the southern Broadcast film and television media Group and the Shanghai Oriental Media Group, the Eastern shopping joint venture to set up a southern family shopping platform "TVs Oriental shopping" will be officially launched, it will use Southern television TVS3 set the evening 9 o'clock to 2 o'clock in the morning daily 5 hours of TV shopping program live.　　At the same time, southern radio and television media group will also use the provincial cable network broadcast 24 hours of TV shopping channels. "Happy to buy in more than 300 cities nationwide, but its more than 80% of the income from Hunan, while the national expansion of Oriental shopping although slower, but its current mode of expansion of the joint venture better, so whether it is the profit or the size of the Oriental shopping with the opponent's widening gap."　　September 25, Bowey, general manager of Guangdong Southern Family Shopping Co., said to reporters. Oriental shopping and Hunan radio and television under the happy purchase is the current domestic TV shopping field two strong. Among them, in April 2004, the Oriental shopping last year income of about 5 billion yuan, accounting for the national television shopping more than 30 billion yuan sales scale of about 1/6. Followed by the 2006 launch of the Happy purchase, last year, its income exceeded 2.8 billion yuan.　　In addition, last year happy purchase also won the investment of Hong Yi, Citic Industry investment fund, Sequoia Capital of 330 million yuan investment, which is the biggest investment in the television shopping industry. "We choose to cooperate with Oriental shopping, not only because it has the SARFT issued a national operating licence for television shopping, but more importantly, optimistic about their management team and benefit-sharing mode of cooperation."　　"Guangdong Southern Family shopping company chairman Zhou Yi said. Bowey said that the current Oriental shopping, although only in Nanjing, Hangzhou, Guangzhou, Shandong, Gansu and other regions through joint ventures or cooperation with local television stations to expand across the region, from the coverage of user groups and happy to buy a gap, but its operating effect is better, happy to buy a complete set of programs to conquer the effects of the poor,　　Most of its current income is still from Hunan, and Oriental shopping outside Shanghai, the proportion of income is already close to 40%, its different regions set up by the differential program also received the endorsement of advertisers. Shanghai Vice President Zhang Dazhong revealed that 2011 Oriental shopping sales will exceed 8 billion yuan, accounting for the overall sales of SMG nearly half.　　The success of Oriental shopping is also related to the management team from South Korea, the first joint venture with the East Korea CJ O Shopping is Asia's first home shopping business, its team is the Oriental shopping in Shanghai regional success is the key.　　Bowey said that the establishment of the Southern household shopping total investment reached 150 million yuan, will build a new call and after-sales service network, as well as logistics center, "We have made a loss of four years before the preparation, because we need to let Guangdong consumers to recognize the TV shopping industry." At the same time, the traditional TV shopping enterprise market space is constantly being compressed. Sarft stipulates that, from January 10, 2010 onwards, in addition to the approvedTV shopping channels and special shopping hours, and other analog, digital and pay channels, are not allowed to broadcast TV shopping programs.　　Bowey points out that such traditional TV shopping enterprises such as Acorn International can only cooperate with satellite TV in remote areas to buy non prime time, but as more and more local TV stations make their own TV shopping channels, such models not only have less profit margins, but have largely lost their living space. In Bowey's view, "the immediate Southern Home shopping competition is not only a few local TV shopping programs, it is also the Guangdong market for television shopping is not acceptable, because the Acorn International, seven-star shopping and other TV direct television programs in the exaggerated publicity, and the high profit mode of operation of the television shopping industry to let consumers disappointed. "In addition to dealing with competition from peers, Southern family shopping is also facing a problem, that is, Guangzhou, Shenzhen and other traditional commercial channels are very developed, Guangzhou, the total social retail in the domestic city after Beijing, Shanghai, last year, sales have exceeded 450 billion yuan, only the Tianhe Business circle revenue reached 150 billion yuan,　　And the traditional shopping habits of consumers also make TV shopping need to reshape the consumer's shopping habits. Bowey admits that the strength of the traditional channels many suppliers are unable to offer a lower supply price to the TV shopping channel, because the Southern family shopping to ensure that the product price is lower than the traditional channel is very difficult, but the Southern family shopping and the main supplier of cooperation to negotiate with the traditional channels of different models of products for price separation. Responsible Editor: NF045