Homeshopping saw a significant fall in its current value sales in 2020. All production lines had to shut down for almost two months, so homeshopping players could only sell existing inventory to consumers, with no novelties or additions.
More product types, including agricultural goods, began to be pushed through homeshopping channels after COVID-19. This was mainly because 2020 was an important year in China’s poverty alleviation plan.
In order to stimulate consumption in a sluggish economic environment, homeshopping companies held a series of activities to promote sales, including TV shopping festivals. The China TV Shopping Alliance joined hands with more than 30 TV shopping channels across the country to create the 8.
Relying on their mature product supply chains, homeshopping companies are seeking opportunities to shift to online livestreaming platforms to obtain new opportunities for growth. CNRmall Shopping Co Ltd combines CCTV’s advertising resources and livestreaming methods to achieve business model innovation.
In the future, public welfare activities are expected to play a more important role in homeshopping. For instance, Best One Home Shopping Co Ltd launched a “helping the farmer” event to help solve the problem of selling unmarketable agricultural products through TV and mobile app livestreaming.
Homeshopping companies offer diverse methods of shopping through new media devices. Some TV shopping channels have added a QR code connected to WeChat Pay or their apps, in addition to product ordering by phone.
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Homeshopping is the sale of consumer goods to the general public via mail order catalogues, TV shopping and direct mail. Consumers purchase goods in direct response to an advertisement or promotion through a mail item, printed catalogue, TV shopping programme, or Internet catalogue whereby the order is placed and payment is made by phone, by post or through other media such as digital TV. Excludes sales on returned products/unpaid invoices. Excludes sales ordered and paid online which are instead included within Internet retailing. Example brands include Otto, Neckermann, QVC.See All of Our Definitions
This report originates from Passport, our Homeshopping research and analysis database.
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