November 5, 2008

China TV Shopping Market, 2007-2008 Shows How Audiences Are Lacking in Confidence in TV Shopping

Research and Markets ( has announced the addition of the "China TV Shopping Market, 2007-2008" report to their offering.

Since the legislation in favor of the TV shopping industry with development released in the USA in 1980s, TV shopping has developed prosperously. Global and well-known TV shopping companies like CVN, QVC, and HSN have set up one after another.

Currently, TV shopping accounts for 8% of American's total retail sales, while the figure is only 0.2% in China. China's TV shopping program has also increased rapidly since 2004, from 28,000 hours in 2004 to 93,000 hours in 2007, which is up 82% compared to 2006. The TV shopping programs are usually scheduled at non-prime time like midnight, noon and evening. Local channels are the main platforms for TV shopping programs.

China's TV shopping industry scale was about CNY10.5 billion in 2007, of which the TV direct-sale and shopping-focus channels accounted for 59.1% and 40.9% respectively. With the standardization and support of national policies, a TV shopping industry chain composed of logistics, information flow and capital flow has been formed.

About 10% of TV shopping audiences in key cities fulfilled a purchase. According to our investigation in ten cities, about 71.11% of TV shopping audiences make a phone call to sellers. More than 50% of audiences believe that the product attractiveness, price and product performance are the main reasons to determine whether to buy, while exaggerated advertisement will make them refuse to buy. Moreover, audiences are lacking in confidence in TV shopping, and only 17.65% of audiences have a firm belief in TV shopping.

Key Topics Covered:

1 Definition, Mode and Channels of TV Shopping

2 Status Quo and Competition of TV Shopping

3 Development Environment of TV Shopping Industry

4 Consumer Analyses

5 Non-store Sales

6 Foreign and Domestic TV Shopping Companies

7 TV Shopping Industry Chain and Platform Constructions

8 TV Shopping Media

9 Investment Risk and Prospect

List of Tables

Companies Mentioned:


- Eastern Home Shopping

- Hunan Happy Go

- Shanghai Orient CJ

- China CCTV Shopping Corporation

- BTV TV Shopping

- Huanteng Shopping

- 6Acorn International

- China Seven Star Shopping Co., Ltd

- 99bill

- Homepay

- Alipay

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