"TV + e-commerce" T2O cross-border new normal

Recently, Jiangsu Satellite TV's newly promoted film and television commentary “One Ticket Difficulty” has become a hot topic. Mobile WeChat shakes and gets the orange vouchers provided by the Guevara Life Network, which directly opens up the consumption channels for instant movie purchases. This program once again put the TV + e-commerce T2O model in focus. Not only television programs + e-commerce, TV drama + e-commerce, even the terminal smart TV + e-commerce, but also continued to hot, this "see video buy" model to achieve video and online shopping close embrace. What are the prospects for dating the two?




Jiangsu TV "Difficult to Get a Vote": T2O Cross-border Integration

The first domestic movie talk show "Difficult to Get a Vote" was officially unveiled at 10 o'clock in the evening on April 3, 2015. The first show recommended movie "Let's Get Married" accumulated a total of 174 million at the box office for five days. In the "I am a singer" finals on Friday and the television show of David as a reality, we achieved a rating of 0.5, which is not easy. It can be said that it has won both television and movies.

The T2O model helped new growth in movie box office. The "Difficult to Get a Vote" program group and the movie ticket app Guevara became an exclusive strategic partner. It was also a fancy for Guevara's potential. It achieved a complete closed-loop marketing based on Guevara's ticket purchase. . As a movie commentary program, we have opened up channels for online broadcasting and offline shopping. This is an innovative approach in which traditional thinking and new media are integrated, and internet thinking penetrates into TV integrated marketing. Audiences are users and they participate in the interactive and user experience. . The pre-sales of Guevara movie tickets are synchronized with the program recording, and the off-market box office results are fed back to the program site in real time.

Large-screen small screen together to achieve a win-win situation. The future is bound to be the era of "big screen viewing and small screen interaction." On the one hand, the "one ticket is hard to find" sales point of view has formed a hot topic and focus of attention on the Internet. New media such as Guevara's mobile terminals have converted Internet users to TVs and converted them to television ratings; TV viewers have watched TV programs. , webcasting platform and real-time interaction to increase the degree of attention to the movie, and thus converted into a movie box office; on the other hand, full-scale marketing of the movie itself, including WeChat microblogging, Internet news, movie posters, etc. can in turn help "a vote "Difficult to find" program promotion, through the first movie scoring system, after the release of the film to form a continuous fermentation of topics, the formation of a film, television, Internet mutual benefit situation, achieved "1+1+13" marketing effect.

Dragon TV "Goddess's New Clothes": Fun T2O mode <br> last year, this "content + electricity supplier" model in a file named "Goddess's New Clothes" reality television has done to test the water. The original version of this program was from the United States, but the grassroots designers used in foreign countries changed the grassroots designers into celebrity designers and used the “goddess” fashioned by stars as fashion spokespersons to design “mass fashion” from design to production. The entire process was actually landing. Through the in-depth involvement of e-commerce companies, design and market integration are achieved, and the apparel industry chain is completely opened.

Change viewers to e-commerce users: star + designer + brand/fashion buyer. Unlike other reality TV shows that rely on celebrities, the show has been joined by e-commerce companies, and it also needs to consider the conversion of television viewers to e-commerce users. In this regard, the significance of stars for the "Goddess of the New Clothes" program is very significant. The program invited Zhang Xinyu, Shang Wenyi, Alyssa Chia, Ye Lan, Mo Xiaoqi, NANA (Lin Zhenna) and A SA (Chao Zhuojun) and other star artists to join the ranks of “Goddess”. Each person was given the position of a goddess category to guide various types of consumption. crowd.

That is to say, look and buy: program electricity commercialization (TV + e-commerce + mobile APP). Tmall provides exclusive experiences and channels for “Goddess of the New Clothes” as the largest B2C brand e-commerce platform in China. Youku is the exclusive player platform for online video copyright, and works with a vertical mobile app “Star Wardrobe”. Cooperation. Through the opening of the TV, PC and mobile terminals, the shunting problem encountered in the conversion from the viewer to the consumer has been solved. The buyer took a new garment on the spot. The Tmall shop immediately went online. When the viewer left-handedly controlled the TV remote control, the right hand could use the star closet APP to buy the goddess of the same model, thus achieving the “read and see” option. purpose.

Subvert the traditional brand implanted marketing. Now, the business of e-commerce users has been more than merely an entry dispute and regulation marketing. The blue flame of the “Goddess of the New Clothes” investor and producer has seen the invisible hand of television and e-commerce. TV is good at grasping users, and e-commerce is good at transforming desires. It not only makes the buyers of brand representatives become important participants in program production, but also eventually redirects user traffic to brand businesses and realizes brand reverse marketing. It is reported that the four major buyers participating in the program have reached tens of millions in investment.




In the cooperation between TV dramas and e-commerce companies, "How to Use the Mouth" did a good job. Shanghai Wenguang Film and TV Drama Center (hereinafter referred to as the SMG Film and TV Drama Center) cooperates in depth and participates in its Dragon TV drama “How Can You Silence?”. The viewer next to the TV can also take out the mobile phone while watching TV. Buy the same products that appeared in the play to achieve "seeing and buying".

Using Star Effect to Realize "Seeing and Buying"

With the hit of "Why Silence", the T2O mode (TVToOnline) of shopping while watching TV began to rise. In early 2015, when Dragon TV and Tmall reached a cooperation, viewers could use the Tmall client to scan the Dragon TV station logo when they watched the TV series “How to Use the Mouth,” thereby purchasing the same products that Zhong Hanliang and Tang Hao played in the play.

E-commerce involvement boosts viewership ratings

On January 10, 2015, "How to Use the Truth" premiered on Jiangsu Satellite TV and Dragon TV. The first case of T2O, the domestic TV channel TV drama. The viewers look at the products in the Chinese drama, simply by scanning the station logo on the mobile Tmall client, and then they can enter the “see and buy” interactive page and select the same products. In the online shopping platform "How can I use my silence" direct purchase channel has accumulated more than ten TV series "genuine goods" such as clothing, cosmetics, jewelry, bedding, lamps, soft goods and other household goods, the price also from tens of yuan to Thousands of dollars ranged from multiple brands. According to publicly available data, "Where to use it silently," "see and buy" page on the first day of the line, there are nearly 3 million user experience, women's business page traffic is 10 times before the event.

Sales are not ideal food for thought <br> cited during the TV show, "My Sunshine" while ratings have been ranked the top section. However, the rising television ratings did not bring about substantial sales growth for e-commerce, the biggest role is the introduction of traffic, and a large part of it is also diverted to the "cottage" business. E-commerce vendors sell products through T2O, and television gets a part of advertising fees. This should be a win-win situation. However, the reason why the increased traffic of the T2O model is difficult to drive the brand sales is mainly due to the piracy and counterfeit goods, which greatly diverted the purchase of genuine goods.




In television terminals, e-commerce and television have also begun to marry. The key to “TV e-commerce” on TV screens is not whether it is possible to buy things through TV, but whether it can make the best TV shopping experience, even more than Online shopping or PC-side shopping experience.

Ali and Haier Collaborate to Launch Smart TV

Recently, Ali and Haier jointly launched a smart TV. The audience saw a piece of clothing while watching a certain movie. Instead of using a computer to log in to Taobao, the audience could use the smart TV to place orders. Ali and Haier's cooperation has selected 200,000 kinds of merchandise categories. Through TV shopping, there are problems such as cumbersome operations, time-consuming and labor-intensive purchases, and payment issues. Therefore, cooperative smart TVs are equipped with voice control to reduce cumbersome operations and import Alipay and Taobao. , Lynx account system, unified account information, easy to pay at the same time brand endorsement. In the future, if the total volume of the smart TVs is wide enough and the operability is strong, it will undoubtedly open up a blue ocean market for e-commerce.

LeTV sells fresh produce to Super TV

LeTV claimed to "subvert the agricultural e-commerce business" and used hairy crabs as the first type of products to go online. This time, they not only sell their fresh produce online, but also sell their fresh produce to Super TV. Fresh e-commerce, which focuses on agricultural products, is entering white-hot competition. LeTV's layout of the "five-screen linkage" (based on five screens for mobile phones, tablet computers, personal computers, televisions, and movies), the five-screen TV screen, promising for the fresh electricity supplier. Because the mobile phone captures the commuting time of the commuter, the PC occupies working hours, and the television focuses on the family, occupying people's leisure time at home or family gathering time. On the TV side, the inherent user habits can make greater use of the advantages of large screens and high-quality images, leveraging pictures and videos to help attract target consumers.

While watching this model, it is also known by the industry as the T2O model (TVtoOnline). The industry is generally optimistic about this model, however, due to the mode of development in the country is not yet mature, the participation of brand businesses is not high enough, television brands and program parties involved in e-commerce sharing mode is also rare.



The future screen is the channel, the content is the shop

The screen is the channel and the content is the store. Such integration will subvert the traditional TV business model. The combination of future brand e-commerce and program content can also be closer. From the perspective of the market, the brand side proposes suggestions for stars and designers, including consumer preferences and habits. The program producer can customize a special show for a certain business. In the future, this “entertainment content star + e-commerce + video + mobile” model will be copied to more industries. It actually breaks the single model of traditional program production and e-commerce in the industry chain, but is complete. The formation of a closed-loop consumption.

Multi-screen integrated e-commerce terminal

In the future, the T2O model may be separated from the current view, bought, and developed into an integrated Internet TV shopping mall and a multi-screen integrated e-commerce screen terminal. The industry believes that the future of domestic T2O mode may have multiple, such as the Internet TV mall, multi-screen e-commerce screen terminal, remote control function keys 3D simulation experience + purchase. For example, the American TV series “The Son of Chaos” broadcasts a special APP and TV series. Visitors can watch TV dramas and shopping through this app. After clicking on the product's hotspot link, you can directly enter the shopping community, you can place an order to purchase, you can also see the other audience's evaluation of the product.

Ratings boost audience spending power

The T2O model meets the development direction of program ecology that integrates users, content, platforms, and products. From the perspective of the brand's expectation and original intention of putting the program at the current stage, sales conversion has not been regarded as an important index to measure the return on investment, and more is an addition to the target of brand communication. That is, how many television viewers can be converted into purchasing power is crucial.

Implement tailored for advertisers

The T2O model allows TV stations to change their passive status of “being advertised” in the past, select their own cooperative merchants, or customize content according to advertisers’ needs to gain dominance. Afterwards, several TV stations began to deploy T2O strategies, and T2O programs such as Travel Satellite TV's "Luyu's Gift" and Dragon TV's "The Goddess' New Clothes" were broadcast one after another.

Divided into patterns to be ripe

Since the T2O model is not yet mature in China, at this stage, TV channels still benefit from the program title and sponsorship advertisements. At the same time, viewership increases the audience rating and channel stickiness in the interaction between the program and the viewers; TV programs benefit from copyright on the one hand. On the other hand, through deep insertion, branding fees are obtained; e-commerce platform obtains traffic portals and higher purchase conversion rates from TV programs, earning channel revenue; brand merchants increase brand awareness and reputation through program placement. , and through the e-commerce platform to obtain sales revenue. Dividing into the future may also be one of the ways of cooperation.

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