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家有购物自2009年投入运营以来,一直处于亏损状态,企业管理层最初认为核心的问题在于公司缺乏具有电视购物运营管理经验的团队,于是引入大量具有台湾、韩国电视购物运营管理经验的人员,但情况并未得到根本改变。在进行了充分的沟通和了解后,我们逐渐厘清了家有购物面临的状况:首先,国内消费者对电视购物的总体信任度较低。国内电视购物分为两种:一种是电视购物广告,行业称为卫购,虚假广告较多;另一种是电视购物频道,行业称为家购,是国家为规范电视购物行业所批准开设的购物频道,主要由国内电视台申请开办。普通消费者难以区分卫购与家
Since its inception in 2009, home-shopping has been at a loss. The core issue initially considered by the management of the company was the lack of a team with experience in the management of TV shopping operations. As a result, a large number of people with experience in television shopping operation management in Taiwan and South Korea were introduced. But the situation has not been fundamentally changed. After full communication and understanding, we gradually clarified the situation of home-shopping: First, the overall trust of domestic consumers in TV shopping is low. Domestic TV shopping is divided into two types: one is the TV shopping ads, the industry known as Wei purchase, false advertising more; the other is the TV shopping channel, the industry is called home purchase, is the country to regulate the television shopping industry approved the opening Shopping channel, mainly by the domestic television application to start. Ordinary consumers can not distinguish between health and shopping