Three questions Hisense "to enjoy the purchase of" Why can the living room to buy 100 billion market?

With the rapid popularity of smart TVs, TV screens have become the most important entrance to the living room Internet. Its potential value is no less than PC Internet and mobile Internet. In the economic development period of the living room, the profit model has gradually changed from hardware to user operations, and it has become the consensus of traditional TV manufacturers.

In order to seek new points of interest growth, the e-commerce model has been put on television to allow users to “look and buy”, which has become a new hot spot in the Internet TV industry. This time, Hisense aimed at the important entrance of the living room economy and officially released its “Enjoy” shopping platform.

What can users buy from TV?

Data shows that in the United States, South Korea, and Japan where TV shopping is more developed, sales in the TV shopping industry account for approximately 8% to 12% of total retail sales of consumer goods. The proportion in China is less than 1%. China's TV shopping industry has tremendous growth potential and potential. It is estimated that by 2016, the scale of China's TV shopping market will exceed the 100 billion mark.

It is to see this huge market, the traditional e-commerce giants hope to have a lot of development on the TV screen, but both the target audience and the way of thinking, TV screens and PC, mobile terminal there is a world of difference. The traditional e-commerce services such as Taobao, Jingdong, and Dangdang have not been carried out successfully on television.

This time, Hisense’s “Enjoy” is the first cross-border shopping product based on the smart TV platform, which focuses on family boutique shopping. For this purpose, "Poly Sousha" not only brought together Hisense's home appliances, but also established cooperation with The K Group, Korea's largest Korean flow culture integrated service platform, to provide users with genuine Korean goods and direct mail services, and to enjoy airport duty-free shops. Prices, some goods even reached 10% discount on duty-free shops.

In the cooperation between Hai and The K, Hisense mainly "runs" the online passenger flow and optimizes the experience platform, and the partner, The K, provides cross-border logistics and warehousing links. They play their respective roles and make the products more in line with the characteristics of large-screen televisions. A mutually beneficial operating model.

How do users buy things on TV?

How to gain insight into the consumption habits of TV users and accurately push products to users is the first question that TV e-commerce companies must consider.

Taking a video game as an example, when a user opens a game platform and wants to play a game, he finds that he lacks a professional game controller to play the game. The ideal state is that the TV immediately guides the user to the gamepad's purchase interface, assisting the user in completing the purchase. Let users complete TV shopping in a smooth and natural state.

According to Yu Zhitao, CEO of Hisense Haishi Cloud, “Ju Xiang” is expected to open up the core smart TV business such as shopping and video, games, and education at the end of the year. For example, users can watch Korean dramas at the same time they can buy "The star of the same line of products on the line.

TV payment is also a problem that users are more concerned about. On the “Enjoy” platform, users choose their favorite products. After one click to buy, each product will automatically generate a two-dimensional code, and the user can use the mobile code to pay. Electronic technology through the actual operation, use mobile phone Alipay to scan code payment, the entire link is very smooth, payment time is about ten seconds.

Do you buy things on TV?

Affected by the television audience and usage habits, it is doomed that products sold on TV cannot be as casual and complicated as Taobao. TV screens need to show users the high-quality, genuine, and even overseas products related to TV content, so as to achieve differentiated development with PCs and mobile terminals.

Yu Zhitao stated that in order to meet the demand for large-screen shopping for users, there are some South Korean suppliers, and the “Enjoy” platform will also introduce more high-quality suppliers to the world, allowing more young people to return to the living room and achieve enough Household Amoy world famous products.

According to the company's understanding, the company signed a good faith covenant with its suppliers and promised that the products provided by “Enjoy” will be genuine, support the official website of the brand to verify the truth, leave a penalty of 10,000 yuan, and provide 7 days package return, 15 days replacement The barrier-free after-sales service, users can use the order processing, pre-sale after-sales service calls and other ways for immediate advice and feedback. Basically reverse the user's impression of traditional TV shopping through quality goods and services.

Since last year, a number of Internet companies including Ali, Ulead, and JD have tried to promote the TV e-commerce model. This time, the e-commerce platform for TVs with large screens was launched as Hisense's economic entrance to the living room. Try to make the concept of “converting viewers into users, transforming them into operations, changing channels into platforms, and converting programs into products”.

However, if you want to really open the 100 billion market for TV shopping, you need more support for this emerging market.