Clothing Sales By Cold "TV + Business" Mode Of Virtual Fire Fade Away

Nowadays, there are more and more TV programs in the T2O marketing mode of "TV + electricity supplier". The newly installed goddess dress just now is the representative of T2O marketing mode. However, compared with the high popularity and high ratings of the program itself, the stars are the same. Clothes & Accessories The sales volume is much inferior, and the cold market of such programs has also made T2O's false prosperity break.

T2O mode is not popular.

The reality show, the goddess's new clothes, has launched a high-profile T2O marketing concept since its launch in the first quarter of last year, but it has been keeping tabs on the actual sales data. This year it was renamed "goddess new clothes" again. In the second quarter, it still uses "star T stage show + buy Hand auction +". Online retailers The pre-sale "T2O" mode also has new changes in the production effect of the program and the buyers who participate in the auction. After the broadcast of Orient TV, the first stage audience rating is 1.14%, ranking third.

But compared with the successful T2O marketing concept and high ratings, the sales of star costumes in the program did not look so good. Among them, the black swan series products in the first stage were photographed by the D2C brand at a high price of 11 million yuan. Although the D2C platform did not disclose the sales figures directly, up to now, only 56 user reviews have been purchased on the official website of the official website, and the number of sales can be imagined.

In fact, for Tourism TV's "Lu Yu's gift", Hunan satellite TV, "Daddy where to go 2", travel satellite TV "crazy Star Travel" and many other T2O show shows, T2O is just a propaganda, and can not change the real gold and silver sold by the callers. In addition, as the first TV drama "Sheng Xiao Mo", which is the first T2O to be married, although there are more than 5 billion times the total playback volume on the network platform for 20 days, data show that the clothing related to the drama only sold more than 200 items in the "watching and buying" mode.

User habits not developed

Behind the upsurge of ratings and entertainment is actually the fact that T2O's marketing mode is false and prosperous. There are consumers who say that the clothes that the stars share with them will not be bought even if they like. Some clothes tend to be tailored, but they are not suitable for everyday life, nor are they suitable for everyone.

Chen Shaofeng, vice president of the Cultural Industry Research Institute of Peking University, said, "there should be many factors in the play. There are many problems in the TV program, such as the low correlation between stars and products, the short display time and the weak promotion. All of these will affect the sale of products". Many TV programs only take the concept of T2O, and it is more of a hard broad nature. Moreover, TV viewing groups are not mostly young people, so the adoption of T2O marketing mode will not have much effect.

"The key is that the fans economy has not been fully established. At present, the audience has not formed the consumption habit of" TV + electricity supplier ". Chen Liqiang, Professor of Journalism and Communication School of Tianjin Normal University, told reporters that whether the sales commodities selected in TV programs match with market demand and whether there are fans effect will affect the sales of products.

A successful business model is not necessarily duplicable. The feature film "China on the tongue" has seen the feasibility of the T2O mode inside and outside the industry. However, the T2O mode must rely on the strong content brand of the TV program, and this program must satisfy the needs of audience and market, strong operability, good experience effect, strong desire to buy, and so on, so that the audience can be spanformed into consumers as much as possible.

Enhance viability

Although many of the main T2O mode TV programs are not performing well, Chen Liqiang believes that the operation of T2O mode is related to the quality of TV stations, teams and columns. Failure is not a commonality. Doing well is also an attempt of traditional TV media, which can develop in a favorable direction. How to operate and achieve social and economic benefits depends on the specific path and form of specific TV programs.

In fact, the T2O model has a successful case in Europe and America. "The first star + fans' variety show or the TV series with the ratings is worth introducing to the T2O, and the success of the American opera" sex and the city "is that all of the plays are fashionable, Popular Elements, combined with the continuous promotion of characters, topics and products, the overall coordination of drama in drama. Continuous fermentation has also brought about a certain amount of product sales, "Chen Shaofeng said.

Peng Kan, director of research and consulting at Lok Chun media, believes that in general, it is difficult for draft shows to do T2O, while lifestyle programs are more suitable for product placement. However, this market needs to be nurtured. T2O is aimed at young users. Under the premise that the program itself is attractive, it also needs to consider whether Internet users and TV users are confluent. Moreover, different platforms have different effects. The platform of young users is more suitable for the introduction of visitors' traffic. The TV stations, which do not understand the online shopping middle aged and elderly audience groups, are not suitable for T2O.