The COVID-19 pandemic remained a significant factor impacting the overall retailing landscape in Hong Kong in 2021. However, unlike e-commerce and grocery retailers, homeshopping did not benefit from the home seclusion trend.
During the pandemic in 2021, Hong Kong consumers adapted well to both e-commerce and digital payment, and consumers directly compare the shopping experience between homeshopping and e-commerce when deciding which channel would be preferable for them to purchase goods and services. Compared with homeshopping, there are more players in the e-commerce channel which offer a diverse range of products and services from which consumers can choose, with unique positionings and value-added services.
Despite the sluggish growth of homeshopping in 2021, TVB launched two series of homeshopping programmes named “Top Sales” in the second half of the year, promoting goods and services available on its homeshopping channel. Besides TVB, ViuTV has also collaborated with the Club, a membership reward programme owned by Hong Kong Telecom Limited, to launch a homeshopping programme to promote goods and services through this channel.
With no signs of Hong Kong reopening the border at the beginning of 2022, it is expected that e-commerce will continue its growth momentum, due to the social distancing and lockdown measures imposed to prevent the spread of COVID-19, as well as the online shopping behaviour adopted by Hong Kong consumers during the pandemic. Compared with homeshopping, e-commerce has a relatively lower barrier to entry, as players require a licence before they can own or operate a television channel in Hong Kong.
Unlike other retail channels, the growth of homeshopping relies on the amount of time consumers spend watching television programmes. As COVID-19 pandemic measures relax, the expected increase in foot traffic outside the home will negatively affect the amount of time Hong Kong residents spend watching locally produced television programmes, and will therefore reduce the chance of consumers accessing goods and services listed on the homeshopping channel, as well as their willingness to make purchasing decisions.
Facing the threat from e-commerce and other online media, homeshopping players will need to improve the overall convenience of the channel and strengthen the ability for homeshopping to interact with audiences in order to grow again. In markets such as Japan, where the homeshopping channel is well-developed, television programmes can start a poll or ask a question during the broadcast for the audience to vote and respond through buttons on the television remote control.
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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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