Homeshopping sales continued to register steady decline in the final year of the review period, as it suffered from the expansion of internet retailing. E-commerce is capable of providing the same advantages as homeshopping, including detailed product descriptions, competitive pricing and the convenience of ordering from home and having products delivered.
Dyson’s stick vacuum cleaners are selling well through the TV shopping channel. TV shopping retailers often employ competitive pricing founded on the sale of older models rather than the most up-to-date products.
Some manufacturers are interested in TV shopping because of the channel’s capacity to offer detailed explanations of the usage and benefits of products. This is appealing for manufacturers in areas such as electronics and appliances, particularly when introducing innovative products, such as multicookers, robot vacuum cleaners and steam vacuum cleaners.
Senshukai, operator of the Belle Maison brand, saw its homeshopping sales fall annually throughout the review period. Belle Maison used to focus strongly on catalogues, but has increasingly shifted its emphasis towards internet retailing.
While catalogue shopping is losing share to internet retailing, not all homeshopping retailers are seeing sales fall. Belluna, for example, saw its homeshopping sales increase annually between 2014 and 2018.
Japan Consumers Cooperative Union continued to dominate homeshopping in Japan in 2018. In common with many homeshopping players, the company is looking to develop its internet retailing activity, bringing it into increasingly direct competition with pure play internet retailers such as Oisix and Amazon, as well as store-based retailers such as AEON and Seiyu.
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This industry report originates from Passport, our Retailing market research database.