T20 Why TV Operators Don't Fire "Why Silence" Test Water

With the hit of “Why Silence,” the T2O mode (TV To Online), which is 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.

Why the T2O Mode of Silence

The T2O model connects the traditional media, e-commerce platform, and industrial entities into a closed industrial value chain. The previous TV show "China on the tip of tongue", "Luyu's gift" and "Goddess' new clothes" have all been used. However, from the current data, the T2O model seems to be difficult. Different from the sales driven by foreign T2O models, the Chinese television drama hits are only selling cottage products and the e-commerce behind it has no direct profit.

Ratings soared product sales

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. However, sales figures are eye-popping. Since the opening of the TV series, the actress Zhao Murin has sold only 2 shirts with the same wave shirts, and the male lead has sold only 1 T-shirts with dismal sales. Only the Zokani Sunshine necklace with the same sales volume is higher, monthly sales of 1185, most of the other most of the monthly sales of single digits, or double digits or three digits, and the fiery degree of TV shows obviously inconsistent.

In contrast, searching Taobao for “How to Use the Same Money” has resulted in hundreds of related stores. The same items sold have everything from clothes and jewelry to furniture lamps, and their prices are very high. Low prices, sales are also very hot. According to Taobao shopkeepers, the goods were mainly sent to the second and third tier cities. This is basically consistent with the geographical distribution of the audience. According to statistics from Tencent's video statistics, in the National Audience Distribution Map of “How to Use It”, the audience in the third-tier cities has an absolute advantage of 51.69%, and the second-tier cities account for about 35.31%.

During the screening, the "Where to Silence" ratings consistently ranked first in the same segment. 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.

In this regard, Analysys International analyst Wang Xiaoxing said in an interview with Nanfang Daily that e-commerce vendors sell products through T2O, and television has received a portion of advertising fees. This should be a win-win situation. “T2O is very common in foreign countries, and domestic consumers have a lower acceptance rate for this type of embedded video on TV. This is not the same as traditional TV shopping. The reason why the increased traffic of T2O model is difficult to drive brand sales is mainly due to There are more piracy and counterfeit goods, which greatly diverted the purchase of genuine goods."

Multi-stage program test water T2O

In fact, the earliest test of the T2O model in China was the "China on the tip of tongue 2" that was broadcast on China Central Television in January 2013. Before the broadcast, the domestic fresh platform and e-commerce website signed a cooperation agreement with the producer in advance, trying to “see and buy”. As an exclusive integrated communication experience platform, Tmall has set a special entrance for “China on the tip of the tongue” when it is broadcast.

According to reports, content-related promotion information will be simultaneously launched during the broadcast of each episode. On the 5th day of the broadcast, 5,854,791 people had searched for specialty snacks on the site, and 2005 people had browsed relevant food pages. Taobao’s “Chinese on the tip of the tongue 2” had a turnover of more than 7.29 million pieces. The success of China 2 at the tip of the tongue has led many people to realize for the first time the power of “TV + e-commerce” and also promoted the transition from F2O (Focus to Online) to a more streamlined T2O model.

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.

In an interview earlier this year, South Korea Huihui, president of the Travel Channel, said that in theory, the cooperation between TV stations and e-commerce providers should be a win-win situation. TV stations increase their influence and ratings, earn advertising or production expenses, and e-commerce companies gain a wide range of customer diversion entrances. While gaining trading volume, they also harvest and aggregate a huge amount of users. However, the final proportion is not necessarily ideal. The TV station does not have the right to speak on the O side, the value will be very limited, and depending on the e-commerce platform, it will lose the right to develop the follow-up value of the platform. "The most important thing in the T2O model is the O, O is the value realization. If O is not in his own hands, then it's inevitable to do something for others."

In recent years, the rise of new media on the Internet has become more and more of an impact on television advertising. According to industry insiders, TV e-commerce may become the life-saving straw for terminal screen advertising. However, in the short term, the commercial effect of T2O is not satisfactory. How to choose T2O products, minimize the flow of consumers to "knockoffs" or whether television stations and e-commerce companies need to think together.

T2O model has long been successful abroad

The T2O model has emerged from the beginning of 2014 in China and has gradually emerged in 2015. In Japan, South Korea, Europe and the United States, the T2O model began as early as five years ago.

In 2009, South Korea began its T2O trial and saw the “Shopperama” shopping model where customers can enjoy shopping while enjoying TV dramas.

"Shopperama" is a compound word for "Shopper" (Shopper) and "Drama" (TV series). At the time, Korean TV drama production company produced a shopping drama called "Romeo of the Hungry and Extravagant Juliet" for a special online shopping customer and broadcast it on the shopping website. With an episode length of 5 minutes, viewers can enjoy the story while viewing the actor’s lineup, such as clothing, accessories, mobile phones, etc., appearing next to the TV drama window. Then click on the desired product to see the details. And immediately purchase orders.

In the United States, the TV series "The Son of Chaos" is the best representative of the "multiple-screen" terminal. It is understood that while the "Children of Chaos" is being broadcast, the drama has launched a special application APP that allows viewers to watch TV dramas and shopping. As early as the screenplay stage, hot spots on more than 120 related products were embedded in TV dramas and applications.

At the same time, the application also has a voice recognition function that recognizes the voice in the drama. After the voice of the implanted product appears, the application will remind the user to view. 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 other viewers of the product evaluation.

Contrasting with the success of foreign T2O models, the current sales data of Chinese e-commerce programs or TV shows are not satisfactory. Turning to the cold weather in China, Tsien Ling, a researcher in the cultural industry of CIC Advisors, believes that the collapse of Chinese TV e-commerce is mainly due to piracy, while the foreign copyright protection system is relatively complete, and pirated products are difficult to be diverted on a large scale. The customer flow of the product. “In addition, the foreign T2O model is more mature, and TV stations, program producers, brand merchants, and e-commerce companies can achieve good linkage and seamless connection.”

T2O market will be further tapped

Cai Ling, a research fellow of China Investment Advisor Cultural Industry, stated that the essence of the T2O model is actually an upgraded version of the implanted advertisement. Before the ad placement, the advert has always been cautious. If the number is too short, it will lead to annoying viewers. However, with the development of e-commerce, advertising has become bright and right, but also does not require the audience to look for goods in other places, businesses will directly provide a website for the audience to choose. The T2O model is an inevitable outcome of the development of e-commerce. The market will be further explored in the future.

To achieve a win-win situation for television stations, program producers, brand merchants, and e-commerce, it is necessary to find a balance between business and art. The main purpose of television stations and program producers is to obtain high ratings and high advertising revenues for television dramas. The main purpose of brand merchants and e-commerce is to attract more consumers to purchase. The interests of the four parties complement each other, but only if they are guaranteed. Only after the art level can we achieve better commercial results.