China’s television home shopping industry is experiencing a reshuffle with the rise of State-owned TV home shopping companies and channels.
Hunan TV, a satellite TV company owned by Hunan Province, announced Tuesday that it would set up a joint venture with taobao.com, the country’s largest online retailer, with a registered capital of 100 million yuan ($14.64 million) to develop a TV version of Taobao, as well as a separate shopping website.
“The new company will integrate the business advantages of TV and Internet media and satisfy consumers’ various demands for consumption and entertainment,” said Ma Yun, Taobao founder and CEO, said at Tuesday’s press conference in Changsha.
The start up also meets with new government encouragement for TV stations to expand their home shopping businesses on the Internet and mobile phones.
“The integration of different direct sales channels such as the Internet, TV and catalogs will become a trend,” said Cao Fei, a senior e-commerce analyst at Analysys International, a consulting firm.
Home shopping on the rise
China Central Television and a dozen provincial satellite TV stations also have TV home shopping companies and channels, such as China CCTV Shopping Corporation, Shanghai Oriental CJ Company and Zhejiang Haoyigou Home Shopping.
Shanghai Oriental CJ Company, a joint venture of Shanghai Media Group and South Korea’s CJ Home Shopping Company, created Oriental CJ Family Shopping in April 2004 to sell products ranging from mobile phones to gold, diamonds and automobiles.
The company’s sales revenue is expected to achieve 2.8 billion yuan ($409 million) in 2009.
“We plan to sell property in our programs next year,” Jin Xingshou, chief manager of Oriental CJ, told Oriental Morning Post.
The increase of home shopping companies affiliated with TV stations, which do not need to pay for airtime advertising, have grabbed market shares from thousands of private TV home shopping companies, which buy airtime from TV channels to broadcast their infomercials.
Acorn International, a Shanghai-based private company listed in Nasdaq, which sells proprietary and third-party products such as mobile phones and electronic devices via infomercials on 51 channels, has lowered its financial outlook for 2009, partly due to its Yukang Uking mobile series’ underperformance and high marketing costs.
“We expect to achieve net revenues in the range of $280 million to $290 million this year, down from a previous forecast of between $310 million to $350 million,” said Hu Yujun, chairman and CEO of Acorn International, in the financial report for Q3 2009.
China Seven Star Shopping, a private TV home shopping company listed in Hong Kong, also reported a loss of HK$1.6 billion ($206 million) in 2008, due to increasing cost of buying advertising airtime and logistics.
Cao, with Analysys International, said private TV home shopping companies like Acorn International’s major business model is to create new brands and products, and market and distribute them through their channels, while State-owned companies mainly sell already popular brands and products.
“Private TV home shopping companies usually buy airtime from various TV channels, so they have a larger coverage area than State-owned ones which are locally based, but are less credible due to the lack of supervision,” said Cao.
The State Administration of Radio Film and Television (SARFT) has banned 3,600 “illegal” TV ads and infomercials this year, for products including medical products, drugs and cosmetics, said Ren Qian, a senior official in SARFT, at a seminar in Chongqing earlier this month.
Oversight needed
But though China’s TV home shopping industry has a strong potential, analysts caution that it suffers from a lack of standards and oversight.
It realized a sales revenue of 10.57 billion yuan ($1.5 billion) in 2008, a 51.2 percent increase year-on-year, but that figure just accounted for 0.8 percent of the country’s general retail sales, according to Analysys International’s research report.
“The TV home shopping industry has been always blamed for its lack of credibility and that hinders its development,” said Fang Yingzhi, an analyst at China e-Business Research Center.
Cao said the TV home shopping industry needs both self-regulation and government supervision.
“Some TV home shopping companies buy airtime from TV channels and broadcast exaggerated infomercials to attract consumers for short-term profits, and some TV channels do not supervise the contents well in order to increase their advertising revenues. So consumers are easily deceived by frauds.”
Acorn International is an apparent exception, however. It established a 2 million yuan ($292,800) compensation fund with the Beijing Consumers’ Association on April 23, the first one in the TV home shopping industry.
Consumers who purchase products through Acorn International can seek refunds if product disputes arise that cannot be resolved through the operators.
New regulations
SARFT released new regulations in December, saying exclusive TV home shopping channels must have a registered capital of no less than 30 million yuan ($4.39 million), and TV home shopping companies must have a minimum registered capital of 10 million yuan ($1.46 million).
It also said TV broadcasters without exclusive shopping channels may air up to five consecutive hours of TV shopping programs daily, except between 7 pm and 9 pm.
Under the new regulations, channels without SARFT approval will be barred from airing shopping programs beginning January 10, 2010.
“With SARFT’s regulation promoting a healthier TV home shopping industry, we remain confident in the prospects of our business to continue to grow with the industry,” said Hu from Acorn International.
Fang said the SARFT rules also mean small home shopping companies will fade from the airways.
“With the new regulation, venture capital investors will be cautious about investing in small-sized TV shopping companies, these companies will struggle to get financing,” Fang said.
One such company was Shanghai Guxi Home Shopping, a private company with registered capital of 2 million yuan ($292,800), which went bankrupt on November 27.
“The company has no way to keep its business going any longer due to large losses in the global financial crisis,” it said in an announcement on December 3.
Shanghai Guxi had broadcast infomercials on more than 30 channels for the past three years, but was in the red up by about 100 million yuan ($14.64 million).