T2o mode rises, ratings soar why sales are not rising

The T2O mode of shopping while watching TV (TV to Online) began to rise with the hit of "Why the Flute". At the beginning of 2015, Oriental Satellite TV and the cat to reach a cooperation, the audience watching TV drama "Why Sheng Xiao", you can use the Cat Client scan Oriental satellite TV, so as to buy starring Zhonghanliang, Tang Yu in the play of the same goods.

T2o mode, the traditional media, electric business platform, industrial entities in tandem into a closed industrial value chain. Before the television program "on the tip of the tongue of China 2" "Lu Yu's Gift" "Goddess of the new clothes" and so used. But judging from the current data, the T2O model seems to be difficult. and foreign t2o mode to drive sales are different, the Chinese TV series hit Pull is only the Shanzhai products selling, behind the electricity dealers did not directly profit.

Phenomenon: Ratings soar, product sales generally

January 10, 2015, "Why Sheng Xiao" in Jiangsu satellite TV and Oriental TV premiere, the domestic TV channel TV drama T2o first. Viewers fancy the products in the play, simply through the mobile phone Cat client scan platform, you can enter the "side of the Look and buy" Interactive page, select the same product. In the net purchase platform "Why Sheng Xiao" direct purchase channel has accumulated apparel, cosmetics, jewelry, bed goods, lamps, soft home products, such as more than 10 TV series with the "genuine goods", prices from dozens of to thousands of yuan, involving multiple brands.

According to the public data show, "Why Sheng Xiao," "look while buying" page on the first day, there are nearly 3 million user experience, women's page traffic is 10 times times before the activity. But sales figures are surprising. Since the premiere of the TV series, the heroine Zhao Mesheng with a wave point shirt sold only 2 pieces, the actor He Yichen the same t-shirt sold only 1 pieces, sales dismal. Only Zokai with Sunshine necklace sales higher, monthly sales of 1185 pieces, most of the other goods month only a digit of two digits or three digits, and the fiery degree of the TV series is clearly inconsistent.

And the contrast is, on Taobao search "Why Sheng Xiao", then there are hundreds of related shops, sold from clothing jewelry to furniture lamps and lanterns readily available, and their prices are very low, sales are very hot. According to Taobao store revealed that the main goods sent to the two or three-line city. This is basically consistent with the audience's geographical distribution. According to the data of Tencent video statistics, the audience in the three-tier city has an absolute advantage, while the second-tier cities account for about 35.31% in the national audience distribution map of "Why Sheng Xiao".

During the show, "Why Sheng Xiao" ratings have been at the same time the top. But the rise in TV ratings has not brought substantial sales to the electricity business, the biggest effect is to introduce flow, and a large part of the drainage to the "cottage" business.

In this respect, industry analysts interviewed that the electric dealers through the T2O way to sell products, television has been a part of the advertising fee, which should be a win-win situation. "T2O is very common abroad, and domestic consumers are less receptive to this kind of television placement than traditional TV shopping." T2O mode increase the flow is difficult to drive brand sales mainly because of piracy, shanzhai goods more, greatly diverted the purchase of genuine goods. ”

Observation: Multi-file program test water T2O

In fact, the domestic first Test water T2O mode is January 2013 on CCTV hit the "Tip of China 2." Before the broadcast, the domestic fresh platform, the electrical business site in advance with the production party signed a cooperation agreement, try to "look and buy." As an exclusive integrated communication experience platform, when the cat on the home page in the prominent position, specifically set up "on the tip of China," the topic entrance.

It is understood that each stage of the program will be synchronized with the introduction of content-related promotional information. On the 5th day of the show, 5844791 people have been searching the website for snacks, 20.05 million people have browsed the relevant food page, and Taobao's "tip on the tongue of China 2" related to the volume of food materials up to 7.29 million pieces. The success of "China 2 on the tip of the tongue" has made many people realize for the first time that the energy of "TV + Electric Trader" has also driven the shift of F2O (focus to Online) into a more T2O model.

The T2O mode allows the TV station to transform the passive situation of "being put on advertisement", select the cooperative merchant, or customize the content according to the demand of the advertiser, obtain the leading power. After that, a number of television stations began to layout T2O strategy, tourism satellite TV "Lu Yu's Gift", Oriental TV "Goddess of the New clothes" and other T2O programs are broadcast.

Han, chief executive of Tourism Satellite television, said in an interview that in theory the cooperation between the network and the Internet should be won. TV stations improve influence and ratings, earn advertising or production costs; The electric dealer obtains a broad customer diversion entrance, while obtains the transaction volume, also gains, aggregates the huge user quantity. However, the final proportion is not ideal, the television station has no right to the O-end, the value of the embodiment will be very limited, and on the platform of the electric platform, will lose the right to the development of the follow-up value. The most important thing about the T2O mode is that the O,o end is the value-realizable end. If O is not in his own hands, it is inevitable to make a wedding dress for others. ”

In recent years, the rise of the internet new media for television advertising has become increasingly strong. Industry insiders believe that TV dealers or will become the electric Shang terminal advertising lifeline. In the short term, however, the business effect of T2O is unsatisfactory. How to choose T2O Goods, the biggest to avoid consumers to "shanzhai" or the TV station and the electric business need to think together.

Comparison: T2O model has been successful abroad

T2O mode, the domestic from 2014 began to appear "signs", 2015 gradually rise. In Japan, South Korea and Europe and the United States, T2O model was launched 5 years ago.

In the 2009, South Korea began a t2o attempt to "Shopperama" shopping mode while enjoying the shopping while watching TV skits. "Shopperama" is the compound word of "shopper" (Shopper) and "drama" (TV series). At that time, the Korean TV drama production company for the specialized net buys the customer to take a piece called "The Hungry Romeo and the luxurious Juliet" the shopping skit, and on the shopping website broadcast. The drama is 5 minutes long, the audience can enjoy the plot, while watching the TV show next to the actor's wardrobe, such as clothing, jewelry, mobile phones and so on, and their prices, and then click on the favorite products, view the details and immediately purchase the order.

In the United States, the "Son of Chaos" is the most outstanding representative of the "multi-screen oneness" terminal. It is understood that in the "Children of Chaos" broadcast at the same time, the play launched a special application app, viewers can watch TV dramas and shopping through this app. As early as the writing stage, TV dramas and applications were implanted with more than 120 related items of hot links.

At the same time, the application also set up the voice recognition function, can identify the voice in the TV play. When the voice of the product is implanted, the application will remind the user to view it. Click on the hot link of the product, you can go directly to the shopping community, you can buy a single purchase, you can see other viewers of the product evaluation.

Compared with the success of foreign T2O model, the current sales figures of Chinese electric business programs and TV dramas are not satisfactory. Talking about the cold of TV company in China, CIC consultant Culture industry researcher Zailing analysis that the Chinese TV companies are mainly because of the rampant piracy, and foreign copyright protection system is more perfect, pirated goods can not be large-scale diversion of genuine goods customer flow. "In addition, foreign t2o mode is more mature, television, program producers, brand merchants, electric dealers can achieve a good linkage, seamless docking." ”

Viewpoint: T2o market will be further excavated

CIC Consultant Culture Industry researcher Zailing

The essence of the T2O model is actually the upgraded version of the implanted advertisement, which has been more cautious in the past, and the number of people will be bored. But with the development of the electric business, the advertisement becomes aboveboard, and does not need the audience to seek the goods elsewhere, the merchant will provide the website directly for the audience to choose. T2o mode is the inevitable outcome of the development of electric business, the future market will be further excavation.

In order to realize the mutual win of TV station, program producer, brand merchant and electric dealer, we need to find a balance in business and art. The main purpose of TV and program producers is to get high ratings and high advertising revenue, while the main purpose of brand merchants and electric dealers is to attract more consumers to buy, the interests of the Quartet actually complement each other, but only after guaranteeing the artistic level, can obtain good commercial effect.

(Original title: Why is China TV power provider not fire)