Shulou(Shulou.com)11/24 Report--

In 2003, 30-year-old du Guoyi was snooping around for business opportunities. The man who once earned 120 million yuan a year with a good back is now worried about paying off 46 million of his foreign debt.

Helplessly, he has only repaid 10 million of his debts in the last three years, and he really needs a profitable project to get out of the predicament.

At this time, a company called acorn International approached him, and then they went shopping on TV and imprinted a good memory of stars and memorization on every Chinese watching TV.

More than a decade ago, as long as you turned on the TV in the afternoon or late at night, you could receive "good news, good news", "great good news, great good news". The host on TV was wearing a kind smile, and the air was filled with jubilation.

In fact, there is no good news, the TV host is not a money boy, they are just representatives of TV shopping manufacturers, the only thing they want to do is to empty your wallet.

Today, Big Pie will talk to you about those things about TV shopping.

The world's earliest TV shopping advertisement was born in 1949 when an American uncle named William Barnard crazily output 27 minutes in front of the camera like a stand-up crosstalk.

He said he wanted to introduce you to a 1950 miracle, the most wonderful machine in the world, which is related to the health of you and your family, and threw out golden phrases like "having health is the greatest wealth." you might think he's going to sell something that subverts modern life science, but in fact he's trying to sell the juicer in front of him.

He is also very careful with his marketing skills, such as saying that the stainless steel containers that come with him are "used on American warships" and use "Oh my God" at high frequency to set off the surprise of the product.

Since then, Americans have found that TV shopping is a promising thing, and its sales efficiency is higher than that of ordinary advertisements, and at that time, TV stations do not have programs 24 hours a day, and they are also free, so it is better to do TV shopping and sell some money with goods.

With the development of this industry over the decades, by the 1990s, the total sales of TV shopping in the United States had accounted for more than 1% of the total retail sales of social goods, and TV shopping has become an important sales channel.

Even when Microsoft launched windows1.0, the president of Microsoft personally shot a TV shopping ad that said, "No 1000, no 500,000, only $99, and the Windows system takes it home."

In China, the earliest place where TV shopping was born was Taiwan Province. Taiwan businessmen saw that TV shopping in the United States seemed to make a lot of money, and it happened that Taiwan's cable TV penetration rate was relatively high, so they started this business.

At first, the things they sold were relatively normal, and then they began to sell high-margin metaphysical products such as losing weight, shaping, prolonging time, increasing hardness, and so on.

As a result, the reputation of TV shopping has been destroyed, and sales have plummeted, and these Taiwanese businessmen have set their sights on the massive TV stations on the mainland.

In 1992, Pearl River TV Station broadcast the first TV shopping program on the mainland. After that, all major TV stations smelled business opportunities, because the operating income of TV stations was very single, and 80% of them came from ordinary advertisements. They have been looking for a new revenue channel different from ordinary advertising, and TV shopping, in their view, is something new.

In the following years, more than 1000 TV shopping companies were born across the country, and the total revenue of the industry reached 20 billion.

However, these TV shopping programs on the mainland will soon follow the old path of TV shopping in Taiwan Province.

TV stations with unsaturated advertising space are hungry, especially in some local small stations, as long as the money is in place, there are no products that cannot be put on. Over the years, something big has finally happened, and the "OK Mirror" incident broke out.

The product, which is marketed by TV shopping and claims to restore natural vision to myopia below 600 degrees in 1-2 weeks, was worn by more than 20,000 people in China each year, according to the China quality Daily.

However, this so-called "a great revolution in the history of American technology and myopia treatment without any side effects" is seldom carried in the United States.

Such an unreliable product resulted in 24% of the wearers suffering from varying degrees of discomfort, including ghosting, corneal infection, corneal ulcers, and even visual impairment and blindness. the State Drug Administration issued an emergency notice warning parents to carefully match OK lenses to their children, and the China consumers Association also issued a warning to use OK lenses cautiously.

But the damage has been done, and the eyesight of some victims has been irreversibly affected. With the exposure of the media, this mass tragedy reduced people's trust in TV shopping to a freezing point. By the end of 2000, only about 300 TV shopping companies closed down one after another, and the total income of the industry shrunk from 20 billion to 4 billion.

But people always get better and forget the pain.

In 2003, when the state issued a development plan to popularize digital television, overseas TV shopping giants saw business opportunities and wanted to invest in the mainland.

Therefore, Hyundai Group of Korea and Guangdong TV Station jointly launched the "Modern Family Shopping Channel", Shanghai Wengguang Group and South Korea CJ Company jointly launched the "Oriental CJ Family Shopping" program, Jilin TV Station and foreign investors joined hands to launch the "auspicious TV Shopping Channel", and Beijing BTV also set up a joint venture with the United Media TV Shopping Company of the United States.

To be fair, the TV shopping programs and channels jointly launched by these big TV stations and giant capital are relatively conscientious.

Because the TV station is self-funded business, more cherish feathers, the quality of things sold and after-sale are relatively guaranteed, the most is to hit the information difference to earn the price difference, will not be too deceiving people.

But there is a problem is, these big stations are full, what about those thousands of local small stations?

Everyone wants to share in this new round of craze, and local stations with revenue pressure have re-opened the mode of full firepower for TV shopping.

After that, put on earrings that can reduce weight, bracelets that can lower blood pressure, foot patches that can absorb liposuction on feet, two pills that can grow taller, skin care products that can eliminate scars in a week, health products that can make abdominal fat gather to the chest in 10 days, and a variety of medical miracle products such as cancer pills that can cure cancer in three courses of treatment. no, no, no. no, no, no.

Blood pressure bracelet you may have doubts, we are all people with compulsory education, can anyone believe these things?

It is true that a lie is told a thousand times and it becomes the truth.

You may not feel right when you see these things for the first time, but you can't stand his round of bombardment on hundreds of TV stations. You watch eight or nine TV stations at night, and each station is broadcasting TV shopping ads for the same product.

The host, the manufacturer's representative and the so-called "hands-on" consumers take turns to tell you with the so-called "facts" that the product in front of you is:

The miracle of contemporary medicine! It is the perfect crystallization of human wisdom and civilization! The manufacturer made a decision against his ancestors and now wants to sell you this precious crystal fracture! Not one hundred thousand, not ten thousand, now only need to break the price of 998! You can take it home and experience the product that stands on top of the world!

Under the crazy brainwashing, reason has become worthless, people's IQ has no longer occupied the highlands of consciousness, and people's bodies have been reduced to empty bodies that just want to make phone calls and snap up purchases.

After the success of the order, people shed grateful and moved tears. Thank the manufacturer for giving me this opportunity to reinvent myself.

OK, so are these products useful or not?

Certainly not.

For example, "Bolibao" breast enhancement products, which were popular all over the country at that time, were broadcast on 17 satellite TV stations at the same time for four years, claiming that "10 days can make breasts grow again, while free fat in waist and abdomen accumulates to breasts." consumers in TV shopping programs burst into tears, saying that Bolibao had saved her marriage.

In fact, these tearful female consumers were hired by advertising agencies for 30 yuan a day for a group performance, and some even found that Bolibao's group performance also went to a TV commercial called "Tingmei Lingerie". No, no, no. no, no, no.

And Bolibao's own ingredients are papaya, kudzu, yam, longan, red jujube, Chinese wolfberry and so on, not to mention medicine, saying that he is health care products all praise him, this is a bowl of eight treasures porridge!

For something as expensive as the eight-treasure porridge, he sold it for 99 yuan a box, ten boxes for a course of treatment, and someone bought a Polibo worth 6000 yuan in one breath, but he had no change after eating, but he had acne on his face and irregular menstruation.

Because papaya and kudzu contain a lot of phytoestrogens, eating too much will only make people metabolic disorders.

It is such an outrageous hormone eight-treasure porridge, with a maximum daily profit of 2.4 million. Advertising has been broadcast for 4 years, and the money is made by fraud.

Group performers like Bo Libao can be regarded as low deception, while beauty and heightened TV shopping still need technical support.

Once a reporter wondered how the videos of consumers in TV shopping were shot, so he found a knowledgeable person who wanted to experience them. Only then did he know that pimples, scars, and wrinkles were all made up by film and television. Although this picture is a long time ago, you can still see that there is a big gap between the fake and the real.

Similarly, weight gain and weight loss ads rely on PS, while breast enhancement ads make breasts look fuller by shading actors' breasts and lighting them.

The most insane is the hair advertisement. They first find a normal group performance to shoot as the material for "after hair", then shave the head of the group performance as the material for "before hair", and finally give the group performance a shaving fee.

As for medical TV shopping, let alone find some old men and old ladies to pretend to be experts and secret recipes. This expert is called Xiongfengshan today, Wu Renji tomorrow, and Aguli the day after tomorrow.

Two or three old men and women have propped up medical TV shopping all over China, and they have repeatedly disobeyed their ancestors' decisions and set up the Chinese Divine Medicine Universe.

Generally speaking, in that era, it seemed that every TV audience was Truman, and what they saw was a false world created by TV shopping advertisements.

In those crazy days, it was so crazy that you could make money even if you put a piece of shit on TV shopping.

A TV shopping product can receive more than 3000 calls when it is broadcast for 10 minutes on a second-tier local station. If it is a peak hour, it can even receive tens of thousands of calls. The asking price of the TV station generally ranges from a few hundred to thousands of yuan a minute according to the level and period of time. Some large TV shoppers have a budget of tens of millions a year.

As soon as the investment promotion of the local small TV station saw the rich man doing TV shopping, his eyes burst into flames, but he could not say a word:

There you are. The whole table is waiting for you to eat.

You may ask, is there no one to take care of them when they are making such a fuss?

It is true that some people are in charge, but at that time, the national laws and regulations on TV shopping were not very sound, basically dominated by fines.

So, when the craziest place comes, the TV shopping company will tell the TV station, it's all right, let them punish, let them punish freely, I'll sign an agreement with you, how much will you be fined, I'll give it to you.

People simply turn a blind eye to tens of millions of fines.

The strength of these TV shopping companies to do so comes from their huge profits. The box we mentioned earlier costs 99 yuan for less than 10 yuan, while some TV shopping products such as energy bracelets and fat-reducing earrings over the same period generally cost no more than 5 yuan, but the price is also in the range of 89 and 99.

However, these profiteering products are only the first step for TV shoppers to harvest you.

Remember when they all needed you to "call and order"?

After you call, they will keep your phone name and other personal information, and after you buy something, he will call you back and ask you how your product is and how your experience is.

Do you think he cares about you?

No, they're just trying to make sure your IQ is low enough to be gullible.

If your answer meets their requirements, they will immediately tell you that the company has recently launched a more magical new product to give back to old customers to give you the floor price first experience.

If you buy it, they will succeed in getting another payoff from you. If you don't buy it in the end, they still want to drain your value, and they will sell your information at a price of 3000 yuan and 80,000 pieces, such as the leaked information of e-commerce, which was left over from TV shopping in that year.

After this frenzy lasted for several years, the impact became greater and greater, and the State Administration of Radio, Film and Television and the State Administration for Industry and Commerce stepped in and issued a rectification notice requiring the suspension of five types of TV shopping programs: drugs, medical devices, breast enhancement, weight loss and weight gain.

These TV shopping companies have been hammered out again, except for some smart people.

One of these smart people is Acorn International.

Acorn International learned as early as the TV shopping crisis in 2000 that black five products are not a long-term solution for TV shopping, even though their first bucket of money actually comes from selling such things.

Therefore, they have been looking for better, lower-risk options to do TV shopping, so they met du Guoyi, who is planning to turn around.

Du Guoyi was in line with the concept of WTO in China at that time, and thought that learning English would become a rigid demand and a trend, so he wanted to build an English learning machine called Haoxing.

Acorn International took a fancy to this product and made it known to the whole of China with powerful TV resources. When I was a child, whenever I heard the sound of "New shopping,new life" on TV, I knew it was time to learn English.

The slogan "No parents, no teachers, quickly improve your English grades", the ultra-long advertising time, coupled with the endorsement of Dashan, the most popular international friend at that time, won the hearts of thousands of parents.

The chemical reaction of marketing talent du Guoyi + TV shopper acorn International is that Haoji Star earned 550 million of sales in 2004 and even exceeded 2.5 billion in 2005.

At the same time, Acorn International bought the property right with good back from du Guoyi, and successfully revived this controversial correction product, asking your parents to buy you a good star to learn English, and then buy you a back to correct your posture, develop morally, intellectually, physically, physically, and physically, and win at the starting line of life.

By the time the country issued a moratorium on five types of TV shopping in 2006, Acorn International had basically completed the transformation. In addition to good memory and good back, it was mainly promoting domestic mobile phones.

For example, Shantong invisible mobile phone, such as Jinli Voice King, dual card double standby, long standby for 41 days, handwritten touch screen, as long as 1299 yuan, immediately call and order Konka camera, Konka induction cooker, spend one money to buy three things, this brainwashing TV shopping advertisement is broadcast in succession, then who sees who is not confused?

These new categories of TV shopping have brought huge profits to Acorn International, which was listed in the United States in 2007, while the example of Acorn International has also inspired other domestic TV shopping players to transform one after another.

However, after all, people are used to making money, and the gross profit of this 3C product is a little shudder, so some people find another way to engage in jewelry-related TV shopping, yes, yes, eight arrows are coming!

This man is Mr. Hou, from Taiwan Province. As a so-called manufacturer's representative, with his grandiose acting skills and special accent, he shouted in the studio, "as long as 998, the top Austrian crystal diamond, the top lathe worker, the firelight is even more beautiful than the real diamond."

His TV shopping show, famous on Weibo with "late at night, screaming people can't sleep", became an online celebrity of the year. In addition to diamonds, he sold a watch called Rolls Denton and did the hard work of grinding the dial with an electric drill. it is proved that the French sapphire mirror of his watch is very wear-resistant.

In addition, he is famous for saying on TV that there is only a limit of 39 yuan, but the watch will never be sold out.

In fact, few people know that this so-called limit of 39 yuan means that each advertisement is limited to 39 yuan, if broadcast twice, it is 78 yuan, and so on, endless.

With this advertisement, he made a record of 13 million yuan in sales per hour, which was the same for a moment.

Hou's success has once again subverted the TV shopping industry.

A variety of high-end century-old luxury brands that you have never heard of have sprung up in China's small and medium-sized television stations, under the banner of entering the Chinese market and manufacturers breaking the price to Foley, selling limited editions that can never be sold out.

In fact, those broken price 998 eight-hearted crystal diamond, the cost of less than 20, the list price of 2980 big-brand real diamond watches, the cost of no more than 200. in the TV shopping industry, it is just better to sell than those advertisements before rectification, and it still looks just as ugly.

On the other hand, the 3C category has also been spoiled by another part of TV shopping, because they have not only sold fake phones, but also sold fake laptops.

As long as 1000 yuan or so, you can buy a genuine Windows operating system laptop, free Internet access for life, with powerful business functions, learning functions, and entertainment functions.

As a result, someone really bought this notebook, and its actual configuration is a 7-inch display, a 248MHz processor, 64m running memory, and 512m of storage space.

So what does the so-called free Internet access for life mean?

In fact, there is a small print in the advertisement, "need wifi coverage area", so his computer actually supports wifi function, but you have to find your own way to rub the net.

The most deranging thing is that what he calls a genuine Windows system is actually a Windows CE system, a castrated version of Windows 95, which is generally used in embedded scenarios with simple requirements.

Please note that at that time, it was about 2008, and the processor of a normal computer had entered the core era, and the operating system was about to enter the Win7 era. Compared with the normal computer at that time, it was a set-top box at best and e-waste at worst.

According to the online post at that time, there is basically no way to buy this garbage after-sale, strong customer service will not give you any chance to win, even if you are possessed by Tyson will not help.

In this way, TV shopping has been completely ruined, and they no longer have any credibility in people's minds. in 2009, the State Administration of Radio, Film and Television issued a stricter ban on broadcasting, and Mr. Hou's hawking was stopped. There are also heavier restrictions on product categories and broadcast periods, which are intended to purify the TV shopping environment.

Unfortunately, it's too late.

Because, the era of online shopping led by Taobao broke out.

People trust such secured transactions more than unlicensed after-sales TV shopping.

At least there is a snapshot of the order after the problem, and you can also appeal to the platform as a third party to resolve after-sales.

Most importantly, online shopping eliminates the information gap, and those profiteering products with high gross margins on TV shopping appear to be uncompetitive in front of online shopping.

By around 2011, the size of China's TV shopping market has reached 45.5 billion, and then the market size of online shopping has grown to 773.5 billion. The TV shopping industry is beginning to be replaced by online shopping, not to mention TV shopping programs. Even large self-run TV shopping channels can no longer survive.

The Happy purchase of Mango platform at that time has now changed its name to Mango Supermedia, and its main business has become home-made variety shows and movies and televisions. The biggest source of income is Mango TV.

At that time, Youyou Shopping, a TV shopping company owned by Shanghai Wenguang, which generated 500 million yuan in revenue the following year, has been listed for symbolic resale of 1 yuan.

Acorn International, which soldered New shopping New life into every Chinese's head, has announced privatisation and delisting and sold the back-back brand.

In this way, the door of history is gradually closed to Chinese TV shopping.

Interestingly, business is also a reincarnation, the original TV shopping set, basically the original was moved to the e-commerce live tape goods.

Passages and routines such as speech, group performance, plot, whole life, quarrel and price reduction on behalf of manufacturers, and limited purchases have been completely preserved.

The advertising fee paid by the bookmaker to the TV station at that time has now become a streaming fee for the live broadcast platform.

Similar to the high gross margin sticker goods and edge ball goods are still sold, deception, lies and profiteering also continue.

The only difference is that the sound legal system and the pressure from public opinion on the platform have made the eating phase of the industry slightly better, and the after-sales protection of consumers has been relatively good.

In a sense, this is a kind of progress in business.

However, whenever I see a brother and sister-in-law who is crazy and live on these video platforms, I think of the crazy boss.

When another man shouted OMG in the studio, I wanted to say something to the first American uncle in 1949 who shouted "Oh my God" on TV shopping:

The craftsmanship of these foolish people.

I suggest you apply for heritage.

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This article comes from the official account of Wechat: ID:BusinessAlert, author: Li Daxiang

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