Is TV shopping really credible? Can someone familiar with the matter tell us?

Not credible ... all the foreign experts there are TV extras. ......

And if there is something wrong with the product, it is difficult to guarantee the return. ....

If you want to see what is not credible, just look at the following (it's hard)

Street TV shopping advertisements can be seen everywhere, so consumers should keep their eyes open and expose the inside story of TV shopping in the industry.

Ask the actors to do the show, and the product packaging will be completely changed. Company information will not be leaked, and the cost will not exceed 20%

The producer asked the actors to change their faces. Company information is not exposed, and the cost does not exceed 20%. The product effect is not important. Selling more is the key.

Have you been fooled by watching TV shopping today?

Advertisers fabricate jingles to expose the inside story of the advertising association, and the relevant person in charge reminds consumers that the TV shopping review is relaxed and the merchants are wary of selling out and running away.

Following the exposure of Polaroid's false breast enhancement advertisement, another popular combination advertisement of Shannon's slimming abdomen in TV shopping was urgently stopped by Shanghai Industrial and Commercial Bureau because it illegally used the name and image of consumers to promote products. Recently, various problems exposed by TV shopping have become the focus of people's attention.

How did the tempting TV shopping products come out? On July 7, Cheng Hai, an advertiser who has been doing TV shopping programs for five years, revealed the inside story to reporters and revealed it in jingle: the program production invited actors, the product packaging was changed, and the company information was not disclosed; The cost does not exceed 20%, the product effect is not important, and selling more is the key.

According to Cheng Hai, the advertising company he works for has launched at least 30 TV shopping products in the past five years.

Flagship product

Breast enhancement and weight loss are the most

"In our eyes, women all over the world want to lose weight, and they are all lean in their dreams!" Cheng told reporters that people who are engaged in TV shopping think so, so as to try to impress more consumers to buy products.

Cheng Hai said that breast enhancement is also a hot spot of consumption. Therefore, nearly 20 of the 30 TV shopping products he has handled in the past five years are related to weight loss and breast enhancement. These products are divided into health food and equipment. In addition, digital products have gradually increased in the past two years.

Cheng Hai said: "For the distributors of TV shopping products, their only purpose is to sell more products to make profits. Because these companies often' concoct' products from the perspective of consumers' desires, it is not surprising that TV shopping products are full of words such as breast enhancement and weight loss. "

The reporter recently investigated 15 TV shopping products of eight provincial TV stations in Jiangxi, Sichuan, Henan and Hebei, and found that 12 products are related to breast enhancement and weight loss.

Programming; arrange

This process is like acting a sketch.

For the inside story of TV shopping products, Cheng Hai used a jingle to describe it. The first sentence in the jingle is: ask the actors to make the program.

He said that in fact, the production of TV shopping programs is similar to the performance of sketches: actors and props are indispensable.

Actors are divided into famous actors and extras. Everyone applauded the famous actors, not to mention their lines. Therefore, it is enough for slimming products to have a good star to make a gesture. Consumers will soon have a good impression on the products, and sales will soar.

"But the cost of hiring a star is often too high, so ordinary companies don't want to do it. If the star can't afford it, then you can only invite extras. " Cheng Hai said that one more actor can shoot a TV shopping program in 10 minutes, and it only costs a few hundred yuan.

The difference between using extras and stars is that stars can produce effects as soon as they appear, but using extras has to work hard to show the effects of products.

"Extras are often inseparable from props, such as breast enhancement products. Before use, extras can use bandages to create the illusion of Princess Taiping. After use, extras will use invisible materials to turn into Mount Everest. You can also invite extras who have big breasts, just patting their breasts and not their faces. Interspersing this close-up can also produce a sense of contrast. " Cheng Hai said.

He also said that similar methods can also be used to make weight-loss products, and with makeup, digital production and other means, basically various purposes can be achieved.

"To be honest, I haven't met a product that can invite real consumers to advertise. God knows if these weight loss and breast enhancement products have any effect! " He told reporters.

Product packaging

The longest shall not exceed 1 year.

The second sentence of Cheng Hai's self-exposed jingle is: the product packaging has changed face.

He said that in the past five years, the "life span" of 30 products he handled did not exceed 1 year at the longest, and disappeared in the shortest three months. If you remember, if you recall the TV shopping products that appeared in recent years, you will find this secret.

Why is this happening? He explained the reason. First, TV shopping programs adopt the method of "simple repetition". After watching it for three months, most viewers will feel tired and feel excluded, and the program will not be able to promote sales again. Another reason is that after a few months, the effect of these products basically exposed the "true colors of Lushan Mountain", and the sales climax naturally passed, and the dealers adopted the strategy of "taking it early".

"But are these products really out of the market? If you think so, you are wrong! " Cheng Hai said that dealers will soon transform their products, and the products after the "makeover" will appear with a brand-new look, but the consumer groups have not changed. It's all "changing the soup without changing the medicine."

Company information

There is usually only one hotline.

The third sentence of Cheng Hai's self-exposed jingle is: the company information does not show its face.

He said that at present, except for three or four large TV shopping companies in China, most TV shopping programs are published through hotlines or only some company names. If consumers want to complain, they generally don't see the dealer's staff. If they want to go to court, it often takes a lot of effort to find out the company name and legal representative. Most consumers have to swallow their anger and admit that they are unlucky.

He also said that even if a larger TV shopping company announced its name, it would be difficult for consumers to distinguish the relationship between a production company and a distribution company.

After Shanlana's weight-loss and abdomen-reduction combination advertisement was stopped in Shanghai, the reporter found that there was indeed the problem mentioned by Cheng Hai. Product official website announced the service hotline from Zhuhai. The service hotline said that they are the manufacturers of this product, and the products are represented by other companies, including a famous TV shopping company.

Shanlana's supply hotline in Beijing said that their company is a technology company and the general agent in Beijing, while a TV shopping company is the general agent in Shanghai and is separate from them. But the reporter saw that the recruitment website of the technology company said that they relied on a TV shopping company.

According to the reporter's investigation, the relationship between Shanlana production company and local sales company is vague, and consumers will be puzzled by geographical and subjective problems when they encounter problems.

Ultra low cost

Not more than 20% of the selling price.

Although Cheng Hai's company is not a distributor of products, he said that their company has calculated the investment in these products. The basic situation is that the production cost of the product does not exceed 20% of the selling price, the advertising investment accounts for 20%, and the employee's salary accounts for 10%, so the profit of the product is at least half of the selling price, or even higher. In a word, the investment goal of the merchants is: "The product effect is not important, but selling more is the key".

It is reported that the cost price of a word king is only about 100 yuan, the provincial agent price is 490 yuan, the prefecture-level agent price is 750 yuan, the county-level distribution price reaches 840 yuan, and the retail price on the market reaches an astonishing 998 yuan!

On shopping websites such as Taobao, we can also see that many merchants can sell products in TV shopping programs at a price of 30%, which indirectly confirms the statement that TV shopping products are low in production cost.

Industrial and commercial statistics

Has become the focus of complaints

In the analysis of consumer complaints released by the State Administration for Industry and Commerce in 2005 and 2006, TV shopping accounted for a large proportion. According to the statistics of 123 15 and 963 15 consumer complaint centers, there are more than 2,000 complaints about TV direct selling, and an average of more than 6 such complaints are received every day. TV shopping has become the focus of consumers' attention.

The reporter has contacted advertising contractors of some TV stations such as jtv, and the other party said that most TV shopping hours are sold, and the price per minute is close to 2,000 yuan, showing an upward trend.

Consumers association reminder

Six evils of TV shopping

This year, China Consumers Association has repeatedly reminded through the media that TV shopping has six major misdeeds, and consumers should keep their eyes open.

One is to exaggerate the functions, such as some high-end products. The function approved by the Ministry of Health is only to supplement calcium, but their publicity has become higher.

Second, celebrity endorsement is an effective way to promote TV shopping, but these stars don't necessarily know about the products or have used them.

Third, fake authority, for example, under the banner of famous foreign universities, or even fictional research institutions that do not exist.

Fourth, special effects processing Many TV shopping products often use the contrast photos or images before and after the consumer uses the product to prove the effect, but this is probably a fake picture made by makeup, shooting skills or computer processing.

Fifth, super profits.

Sixth, to evade supervision, some TV shopping companies have fake registered addresses in order to evade supervision.

Experts say

Tv shopping censorship pine

Be wary of running away after selling out.

Li, director of the Legal Advisory Department of China Advertising Association, said in an interview with this reporter that the TV shopping column appeared in China in the mid-1990s, and was only regarded as a "charging column" at that time. It was only after several years that the State Administration for Industry and Commerce stipulated that it should be regarded as an advertisement. At present, the review of TV shopping advertisements is relatively loose.

He said that TV shopping programs are very special. First of all, they are longer than ordinary advertisements. Second, it is mainly concentrated in the time period after midnight and around 9 am. In addition, the advertising price is relatively cheap, ranging from 1000 yuan to several hundred yuan per minute.

Director Li introduced that dozens of TV shopping companies took the initiative to send their films for review, and they found an obvious problem. In many films, there are no company names, only sales hotlines, so he especially reminds consumers to avoid being fooled, because these companies can easily change their faces and evade their responsibilities.

At the same time, he suggested that the management should raise the threshold of registered capital of TV shopping companies, and even adopt a "margin" system to avoid the hype of some small companies, which also creates an environment for the healthy development of TV shopping.

Mr. Zhang, assistant dean of Beijing Pan-Pacific Direct Selling Research Institute, said that TV shopping is a kind of no-store sales. Entrusted by the Ministry of Commerce, they conducted an in-depth investigation on the no-store sales in 10 big cities, and put forward a proposal report on the legislation of no-store sales.