China TV Shopping Industry Report, 2016
  • May 2016
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Chinese TV shopping began in the 1990s, and it has gone through a start-up stage, a golden development stage, a low tide stage, a transformation stage, a multimedia integration stage and so on. With the development of the Internet and other new media technologies, Chinese TV shopping market has stepped in the multimedia integration phase and been developing radically. The market size jumped from RMB6.73 billion in 2007 to RMB39.93 billion in 2015, at a CAGR of 24.9%.

China's TV shopping industry scale is still small and only accounts for less than 0.2% of the total retail sales of social consumer goods, much lower than over 8% in Japan, South Korea, the United States and other developed countries but implying huge market potentials. In the wake of the technological advance of mobile phones, tablet computers and other electronic terminals, the rapid emergence of mobile social media as well as wide application of big data and cloud computing, TV shopping will develop quickly with computers and mobile terminals to form three-screen interaction. By 2020, Chinese TV shopping market will value RMB80 billion, with a CAGR of 14.9% compared with 2015.

Scale of Chinese TV Shopping Industry, 2016-2020E
电视购物_副本.png?
Source: ResearchInChina

Although the overall outlook for the TV shopping industry is promising, different business models bring different effects. The modern home shopping based on professional television shopping channels of TV stations is entertaining and informative, which is quite favored by the audience (consumers), so the relevant enterprises flourish. However, it is difficult for the traditional TV direct sales model to survive. One of the top two traditional giants -- 7-STAR quitted from the field of TV shopping after being acquired in 2015 formally; the other tycoon Acorn International has suffered losses, cut advertising budget and sought transformation over the past few years.

In terms of competition pattern, as of early 2016, the SARFT (State Administration of Press, Publication, Radio, Film and Television of the People’s Republic of China) had approved a total of 38 TV shopping companies, of which 11 ones held nationwide licenses and 27 ones had regional licenses. Nationwide license holders are entitled to cover more areas and more people, so they enjoy superiority in market size.

By revenue, Chinese TV shopping competition pattern shows three echelons: The first echelon is led by the overwhelming OCJ whose television channel revenue hit about RMB5 billion in 2015; the second echelon is comprised of national TV shopping channels including Happigo, JYH.com, FS Shopping and Hao24 which garner the television channel revenue of over RMB500 million each, wherein Happigo fetched RMB1.6 billion and FS Shopping gained nearly RMB1.5 billion in 2015; the third echelon embraces other local TV shopping channels whose television channel revenue is RMB500 million or less respectively.

China TV Shopping Industry Report, 2016 mainly studies the followings:
20120114.gifOverview of TV shopping industry (including definition, classification, industry chain, market characteristics, business models, policies, etc.);
20120114.gifInfluence of macro-economy on China TV shopping industry;
20120114.gifOverview of Chinese TV shopping market (including development course, market size, competition pattern, market structure, regional analysis, development prospects);
20120114.gifAnalysis (including profile, business performance, revenue structure, R & D spending, TV shopping business, strategies, etc.) on 14 TV shopping companies such as Happigo, Oriental CJ, FS Shopping, Jiajiamall.com, Hao24, JYH.com, CCTV Home Shopping, CNRMALL,QVC, SSGO, EACHOME and Acorn International.

1. Status Quo of TV Shopping Industry
1.1 Definition
1.2 Foreign TV Shopping Model
1.3 Chinese TV Shopping Models
1.3.1 TV Direct Sales Model
1.3.2 Home Shopping Channel Model
1.3.3 Comparison of Two Models
1.4 Industry Policy

2. Industry Chain of TV Shopping
2.1 Product Supply
2.2 Payment
2.3 Logistics
2.4 TV Channels

3. Development Environments of TV Shopping Industry
3.1 Macroeconomic Environments
3.2 Risks and Solutions
3.2.1 Low Trust of Consumers in TV Shopping
3.2.2 Impact of Intervention of Other Sales Channels on TV Shopping
3.2.3 Impact of Rising E-commerce on TV Shopping
3.3 Driving Factors

4. Market Overview
4.1 Status Quo
4.1.1 Development History
4.1.2 Regional Distribution
4.1.3 Distribution of Goods Categories
4.2 Market Size
4.3 Competition
4.3.1 Comparison of Regional Coverage
4.3.2 Population Coverage Comparison
4.3.3 Revenue Comparison
4.3.4 Business Development Comparison
4.4 Prospect of TV Shopping Industry

5. Major TV Shopping Companies
5.1 Hunan HappiGO
5.1.1 Profile
5.1.2 Operation
5.1.3 Revenue Structure
5.1.4 Gross Margin
5.1.5 Inventory and Sales Volume
5.1.6 R & D
5.1.7 Multi-screen Integration Strategy
5.1.8 Prospect
5.2 OCJ
5.2.1 Profile
5.2.2 Operation
5.2.3 Channel Coverage
5.2.4 Equity Transfer
5.2.5 HD Shopping Channel
5.3 Hao24
5.3.1 Profile
5.3.2 Operation
5.3.3 Release of Cross-Border Business
5.4 JYH.com
5.4.1 Profile
5.4.2 Operation
5.4.3 JYH.com’s Main Business Coverage
5.5 FS Shopping
5.5.1 Profile
5.5.2 Operation
5.5.3 Revenue Structure
5.5.4 Gross Margin
5.5.5 Closer Cooperation with Internet TVs
5.5.6 Development Planning
5.6 Best 1
5.6.1 Company Profile
5.6.2 Operation
5.6.3 Channels Covered by Best 1
5.7 CNRMALL
5.7.1 Profile
5.7.2 Operation
5.8 Jiajia Shopping
5.8.1 Profile
5.8.2 Operation
5.9 CCTV Home Shopping
5.9.1 Company Profile
5.9.2 Operation
5.10 QVC
5.10.1 Development History
5.10.2 Operation Characteristics of QVC
5.10.3 Operation
5.10.4 Revenue Structure
5.10.5 Gross Margin
5.10.6 Business in China
5.11 Eastern Home Shopping
5.11.1 Profile
5.11.2 Operation
5.12 SSGO
5.12.1 Profile
5.12.2 Operation
5.13 Shenzhen Eachome Co., Ltd.
5.13.1 Profile
5.13.2 Operation
5.13.3 Revenue Structure
5.13.4 Gross Margin
5.13.5 Coverage of TV Shopping
5.13.6 Shenzhen Topway Video Communication Purchased Equities of Eachome
5.14 Acorn International
5.14.1 Profile
5.14.2 Operation
5.14.3 Financial Analysis
5.14.4 Direct Sales Platform
Difference between TV Shopping and TV Direct-sale
Comparison between TV Direct Sales Model and Home Shopping Channel Model
Main Policy of China TV Shopping Industry
Industry Chain of TV Shopping
Total Retail Sales of Social Consumer Goods, 2007-2015
Consumer Price Index, 2007-2015
Per Capita Disposable Income of Urban Residents, 2007-2015
Development History of TV Shopping Industry in China
Distribution of TV Shopping Channel Broadcasting in China
Comparison of Goods Sold on Typical TV Shopping Channels in China
Revenue Structure of China’s Main TV Shopping Channels by Product
TV Shopping Sales & Growth in China, 2007-2015
TV Shopping Sales & Its Ratio to Total Social Retail Sales in China, 2007-2015
Main Nationwide TV Shopping Channels
Main Local TV Shopping Channels
Ranking of Chinese TV Shopping Channels by Population Coverage, 2010 vs 2015
Competitive Landscape of Chinese TV Shopping Channels
Business Expansion of Chinese National TV Shopping Channels
Scale of Chinese TV Shopping Industry, 2016-2020E
Happigo’s Main Business Models
Revenue and Net Income of Happigo, 2011-2015
Happigo’s Revenue by Channel, 2011-2015 
Happigo’s Revenue by Product, 2011-2015
Happigo’s Revenue by Product, 2014-2015
Happigo’s Gross Margin by Product, 2011-2015
Happigo’s Inventory and Sales Volume by Channel, 2014-2015
Happigo’s R & D Workers, Investment and % in Revenue, 2013-2015
Happigo’s Three-screen Interactive Media Retail Development Models
Revenue and Net Income Forecast of Happigo, 2016-2020
Features of Shanghai Orient CJ
Revenue and Net Income of OCJ, 2011-2015
Channel Coverage of OCJ's Programs
Hao24’s Main Business Coverage
Jiayou Shopping’s Main Secondary Enterprises
Revenue and Net Income of FS Shopping, 2013-2015
Revenue Breakdown of FS Shopping by Channel, 2011-2015
Revenue Breakdown of FS Shopping by Region, 2011-2015
Gross Profit and Gross Margin of FS Shopping by Channel, 2013-2015
Revenue and Net Income of FS Shopping, 2016-2020E 
Main Characteristics of Best 1’s Operation
Channels Covered by Best 1
Channels Operated by CCTV Home Shopping
Main Operational Characteristics of QVC
Revenue and Net Income of QVC, 2011-2015
Revenue Breakdown of QVC by Region, 2011-2015
Gross Margin of QVC, 2011-2015
Main TV Shopping Channels of Eastern Home Shopping
Main Home Brands of Eastern Home Shopping
Main Distribution Regions and Time Limit of SSGO
Revenue and Net Income of Eachome, 2013-2015
Revenue Breakdown of Eachome by Channel, 2013-2015
Revenue Breakdown of Eachome by Product, 2013-2015
Gross Margin of Eachome by Channel, 2013-2015
Coverage of Eachome Shopping Channel
Revenue and Net Income of Acorn, 2011-2015
Sales Revenue Structure of Acorn International, 2012-2014
Revenue Breakdown of Acorn International by Product, 2012-2014

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