abstract:
Taobao with remote control
According to the agreement between the two parties, "Happy Taobao" company will plan and produce corresponding TV programs and TV dramas with the theme of "Happy Life, Fashion Taobao" to guide potential users to be happy in Taobao. Moreover, every TV program with no less than 1 hour will be broadcast in the evening prime time of Hunan Satellite TV, with Zhang Yibei, the gold medal producer of Hunan Satellite TV, and Wang Han, the host.
People who pay attention to this matter believe that Happy Taobao is the product of "fan economy". There are still many people in China who haven't bought online or even surfed the Internet, but "Super Girl" and Hunan Satellite TV are almost unknown. When analyzing the income structure of previous super girls, experts found that the sales directly from records only accounted for 1/3, and other income accounted for 2/3. Star-related products have become the most important products in the entertainment consumer market, and all kinds of fans are super buyers and core consumers in this trend market.
According to reports, Ma Yun, Chairman and CEO of Alibaba Group, not only values the grass-roots culture similar to others, but also values the spirit of "TV Xiang Army dares to be the first in the world" and the courage to make China's happiness his dream. He believes that entertainment and shopping are the normal needs of everyone, whether elite or grassroots. "Happy Taobao" hopes to build a fashionable, trendy and personalized online goods manufacturing factory with the help of many loyal fans and popularity of Hunan Satellite TV.
With the marriage of Taobao and Hunan Satellite TV, there are many opinions that "Happy Taobao, which can meet the shopping, fashion, leisure and entertainment needs of users at the same time, will probably become a real big retail business circle and a new product of the entertainment industry". At present, the terminal application based on TV Taobao, that is, the technical development of TV+network+mobile phone coverage is in preparation. Perhaps one day in the near future, sitting in front of the TV can directly complete Taobao shopping through the remote control and TV screen. Even when the TV program is playing, the user is interested in the clothes of the stars, and can immediately buy them through TV Taobao through the remote control.
"Happy Taobao" company will open up "Happy Taobao" sub-channel area and external independent website on Taobao, and will still follow the previous business model of Taobao platform. "Happy Taobao" company is responsible for the operation, and other trading, payment, logistics services and other systems completely adopt the existing Taobao platform trading process.
According to a Taobao spokesman, some of the products sold come from existing sellers of Taobao, cooperative brands of Hunan Satellite TV, famous artists of Hunan Satellite TV and peripheral derivative products authorized by other famous brands. At the same time, they will also combine the trend and fashion into personalized and popular products. "Happy Taobao" will be built into a brand-new experiential e-commerce platform for young people in China to understand fashion and trends. Relying on this platform, Taobao hopes to compete with other e-commerce websites in a differentiated way, and at the same time turn users' attention into purchasing power.
Who works for whom?
Relevant data show that Hunan Satellite TV has a population of 880 million, ranking first among provincial satellite TV stations in terms of ratings and advertising absorption capacity for seven consecutive years. In 2009, Hunan Satellite TV's single-channel advertising revenue exceeded 2 billion yuan.
"Hunan Satellite TV is so influential and has so many viewers, but we haven't developed a good product service relationship with our customers." This is Ouyang Changlin, the former director of Hunan Radio and Television Station, commenting on the shortcomings of Hunan Satellite TV. But he also revealed that Hunan Satellite TV has long realized that the profit model of making programs and selling advertisements has no future. The commercial value of the same person as a TV viewer of Hunan Satellite TV and an Internet company user is very different. Therefore, this cooperation is not simply 1+ 1 holding hands, but creating a new set of media rules, hoping to bring new benefits to the business development in the TV field through cooperation.
Hunan Satellite TV takes a fancy to 65.438+0.8 billion young consumers with purchasing power on Taobao. According to the data released by China Internet Network Information Center, in the first half of 2009, the total online shopping in China was 65.438+065.438+0952 billion yuan, and it is estimated that the total online shopping in the whole year will reach about 250 billion yuan.
Taobao is interested in the huge realistic influence of TV. In first-tier cities such as Shanghai, Beijing and Guangzhou, online shopping and express delivery have become commonplace, but in second-and third-tier cities, online shopping is still called "very fashionable" for many people, and they don't trust the credit of virtual worlds. Taobao's wish is to let those who can't hold the mouse online at any time, press the remote control on TV to Taobao.
In fact, such cross-disciplinary cooperation is not a case. At the end of 2009, Hunan Satellite TV cooperated with Shanda Network to set up Shi Sheng Film Industry, which penetrated the upstream and downstream resources of music, games, literature, film and television and other entertainment fields. Traditional media and new media have complementary advantages, and the prospect of cooperation is generally optimistic. Not long ago, Taobao just signed a strategic cooperation agreement with China Digital TV Media Group. The two sides will do TV Taobao shopping, digital products, mobile phone Taobao, word-of-mouth convenience services and other businesses.
Director Xiao of Shanghai E-commerce Industry Association told IT Times Weekly that Taobao has rapidly expanded its media cooperation. First, it is necessary to integrate media, chain stores, specialty stores, online stores and other business forms, open up online and offline consumption channels, and quickly cover second-and third-tier cities; The second is to create topics through the media and guide fashion trends. With the popularity and influence accumulated in their respective markets, Taobao and Hunan Satellite TV can penetrate each other's user groups. By building a cross-media interactive marketing platform, they can integrate various media resources such as Internet, TV and mobile phones, give full play to the channel value of different media, and help to maximize the sales of goods.
The cooperation between the two sides can be described as a hit. Lu Zhaoxi, president of Taobao, revealed that the two sides reached a strategic cooperation after only two months of contact. Ma Yun said that Hunan Satellite TV's "grassroots culture" and Taobao's "shop assistant" culture are interlinked, and when Lu Zhaoxi mentioned the possibility of cooperating with him, he felt that there was a good opportunity in front of him. "If you can only grow your own fields, you will always be a farmer; You can only plant other people's fields, you are just a wage earner; If you have the opportunity to invite others to plant your fields, you will be the landlord and have the opportunity to harvest your own fruits. "
It is agreed that Taobao will contribute 49% of the joint venture company and Hunan Radio and Television will contribute 5 1%. "We are here to work in Hunan Satellite TV." Although Ma Yun defines the cooperation between the two sides in this way, who is the biggest beneficiary and who works for whom needs further observation.
Integrity and technical threshold
However, in view of the strong position of the two companies in the industry, some people think that this strong alliance is not perfect. After all, this new business model is full of problems in China.
First of all, honesty is one of the biggest obstacles to the development of TV shopping industry. TV shopping has always had a considerable market abroad. The data shows that the proportion of TV shopping and retail sales in the United States has reached 8%, and South Korea and Japan have reached 12%. But so far, domestic TV shopping sales only account for 8% of the total retail sales in China.
Fortunately, after several years of development, Taobao has formed a relatively complete consumer protection system, and spared no effort to maintain its own real credit evaluation system, which has a good reputation among both buyers and sellers, and the flexibility of payment methods is unmatched by other e-commerce platforms for the time being. The combination of Taobao and Hunan Satellite TV is based on the word-of-mouth effect of this grassroots culture.
It is reported that TV Taobao will be launched on 20 10 Spring Festival. Innovative programs will continue Hunan Satellite TV's "Super Girl" thinking, highlight grassroots nature, and let consumers build online goods stars. However, unlike the previous domestic TV programs that copied foreign models, the creativity of this series of programs comes from originality, and the embryonic form is the star online goods model on Taobao.
There are many little-known online goods stars on Taobao. Their road to fame is similar to that of "super girl", but they don't have the power to build brands with traditional advertising models like big brands. But choose another way, like "super girl", to win the trust and reputation of consumers with high-quality services at low prices.
Several Taobao friends believe that sellers and buyers are not too enthusiastic about "Happy Taobao" for the time being, and sellers are worried that the cost of TV programs will increase; Buyers also believe that the seller will pass on the increased cost due to the program to consumers.
At the same time, Analysys International analysts also pointed out the technical bottleneck that this marriage urgently needs to overcome. Two-way interaction is the basic requirement of TV platform shopping, and the two-way interactive set-top box is expensive and difficult to promote. The establishment of TV shopping platform will involve a variety of cost inputs such as platform development. Because the consumption habits of users are relatively fixed, it is difficult to cover the upfront input cost in a short time. In addition, the operation of shopping platform involves TV payment, security and other technologies, but the development of domestic TV payment technology is slow, and the existing TV banking business has a single payment function and poor user experience. In the field of security, there is no mature security software vendor.
Perhaps Ma Yun is also aware of these obstacles. "There is no relationship between new media and traditional media ... If we don't succeed today, someone will succeed. If we can't succeed, we will regret it ourselves. What we have to do today is not to let ourselves regret it. "
With Taobao occupying computer terminals, traditional newspaper and magazine terminals and mobile phone terminals, and beginning to penetrate into TV terminals, Ma Yun's ideal of a huge business empire is becoming clearer and clearer, but the distance is not necessarily getting closer.