Teleshopping market, also known as direct response television shopping (DRTV), refers to the activity of buying services and products through over the phone or internet, in response to the advertisement on the television. Product and service offerings include range of products for home and personal use, such as consumer electronic products, apparel, accessories, personal care products, healthcare products and home furnishings.
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Exposure to large viewership and introduction of quality products are expected to provide major traction to the industry
Buying time slots on popular channels for infomercials that cater to large home audiences has led to increased product sales and high profit margins. Moreover, introducing high quality and branded products that can enhance consumer inclination will continue to provide significant boost to the market. Participants are increasingly involved in introduction of cutting edge products such as fitness products that can improve personal fitness with minimum efforts, consumables to improve health and accessories at highly competitive prices. Additionally, these products offerings are made highly attractive through associated benefit guarantees, cashback offers and other complementary products. The high visual impact created by product demonstrations that highlight the various unique features of the product has a greater influence on consumers, as compared to other advertising mediums such as A2P SMS or ecommerce websites are expected to drive the teleshopping market over the forecast period.
Asia Teleshopping Market Taxonomy
On the basis of operation type, the Asia Teleshopping market is classified into:
- Dedicated Channels
On the basis of product type, the Asia Teleshopping market is classified into:
- Consumer Electronics
- Apparel & Accessories
- Personal Care & Healthcare
- Home Furnishings
On the basis of payment methods, the Asia Teleshopping market is classified into:
- Cash on Delivery
- Net banking
- Mobile Wallet
- Debit/ Credit Card
Availability of multiple payment options and presence of dedicated channels for teleshopping will present considerable growth opportunities over the forecast period
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Various advancements in technology have led to development of multiple payment options such as internet banking, mobile wallet payment, debit cards, and credit cards. This has led to increased consumer spending capacity, owing to relative ease of transaction through means other than COD and enhanced security. Moreover, 24/7 broadcasting channels that are dedicated to teleshopping create a highly lucrative growth environment for the Asia teleshopping market. Some of these channels include Naaptol (India), HomeShop 18 (India), GS Home Shopping (South Korea), CJ Home Shopping (South Korea), CJ Wow Shop (Malaysia), and EZ Shop (Philippines).
Increasing number of websites and mobile applications are expected to challenge the overall market growth
Amazon, Taobao, FlipKart, Alibaba, Snapdeal, and Didi Kuaidi are few of the ecommerce businesses that have witnessed significant growth over the last few years. Ease of access through mobile devices, multiple mobile payment gateway channels and increased usage of phablets, laptops and desktops, are the major factors that have led to significant ecommerce business traction. This has led to significant loss of consumers for teleshopping market, primarily owing to increasing consumer inclination towards product-on-demand. This is expected consistently hamper the overall industry growth through the forecast period. Moreover, these networks have been associated with misleading consumers about the product features. This has led to significant loss of consumer trust in the product offerings, in turn creating a major challenge to the industry
Countries such as India, China, Malaysia, Philippines and Indonesia, where the internet proliferation is still in its nascent stage, owing to lack technological knowhow among its large consumer base is expected to provide significant growth prospects to the teleshopping market. Moreover, most emerging economies are characterized by large number of people relying on television as the only regular means of entertainment will aid the industry growth.
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ShopChannel, China Shopping Network, Network18 (Homeshop18), Shop CJ, Naaptol, Zee Media Corporation Ltd., Telebrands Corp., are among the few major industry participants in Asia teleshopping market share. Along with introducing branded and quality products to enhance the business, participants are increasingly focusing on other communication channels to enhance the revenue. For instance, in April 2014, HomeShop 18 filed US$ 75 million IPO to gain an edge over online players. Moreover, other players are planning to enter the ecommerce space. HomeShop 18, Star CJ, and Naaptol have already entered the ecommerce segment for enhancement of the product sales.
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