Three questions to Hisense’s “Juxianggou”: Why can the living room create a market worth hundreds of billions?

"We hope that in five years, the profits from content and services will be greater than or equal to the profits from current hardware sales."

This is what Dai Huizhong, the new general manager of Hisense Electric, recently expressed to the outside world.

With the rapid popularization of smart TVs, large-screen TVs have become the most important entrance to the living room Internet, and their potential value is no less than that of PC Internet and mobile Internet. In the era of rapid development of the living room economy, it has become a consensus among traditional TV manufacturers that the profit model will gradually shift from hardware to user operations.

In order to seek new profit growth points, bringing the e-commerce model to TV and allowing users to "buy while watching" has become a new hot spot in the Internet TV industry. This time, Hisense targeted the important entrance to the living room economy and officially launched its "Juxianggou" large-screen e-commerce platform.

What can users buy from TV?

Statistics show that in the United States , South Korea and Japan, where TV shopping is more developed , TV shopping industry sales account for about 8% to 12% of the total retail sales of consumer goods, while in China this proportion is less than 1%. China's TV shopping industry has huge room for growth and potential, and it is expected that by 2016, the scale of China's TV shopping market will exceed 100 billion.

Seeing this huge market, traditional e-commerce giants hope to make progress on the big screen of TV. However, there is a huge difference between TV screens and PCs and mobile devices in terms of target audience and way of thinking. This makes it difficult for traditional e-commerce companies such as Taobao, JD.com, and Dangdang to conduct business on TV.

The "Juxianggou" launched by Hisense this time is the first cross-border shopping product in China based on the smart TV platform, focusing on home boutique shopping. To this end, "Juxianggou" not only brings together Hisense's home appliances, but also cooperates with The K Group, the largest Korean cultural comprehensive service platform in South Korea, to provide users with genuine Korean products and direct mail services, and enjoy the same price as airport duty-free shops, and some products even have a 10% discount on duty-free shops.

In the cooperation between Hisense and The K, Hisense mainly "operates" online customer flow and optimizes the experience platform, while its partner The K provides cross-border logistics and warehousing. Each party plays to its strengths to make the products more in line with the characteristics of large-screen TVs and jointly build a mutually beneficial and symbiotic operation model.

How do users buy things on TV?

How to understand the consumption habits of TV users and accurately push products to users is the first issue that TV e-commerce needs to consider.

Take TV games as an example. When users open the game platform and want to play games, they find that they lack a professional game controller to play games. Ideally, the TV will immediately guide users to the purchase interface of the game controller to assist users in completing the purchase. This allows users to complete TV shopping in a smooth and natural state.

According to Yu Zhitao, CEO of Hisense HiTV Cloud, "Juxianggou" is expected to integrate shopping with core smart TV businesses such as video, games, and education by the end of the year. For example, users can buy the same celebrity products launched on "Juxianggou" while watching Korean dramas.

TV payment is also a problem that users are concerned about. On the "Juxianggou" platform, users can choose their favorite products and click to buy. Each product will automatically generate a QR code, which users can scan and pay with their mobile phones. Through actual operation, using mobile Alipay to scan and pay, the whole process is very smooth and the payment time is about ten seconds.

Is it reliable to buy things on TV?

Influenced by the audience and usage habits of TV, the products sold on TV cannot be as random and complicated as those sold on Taobao. The large screen of TV needs to show users high-quality, genuine, and even overseas products related to the TV content, so as to achieve differentiated development from PC and mobile terminals.

Yu Zhitao said that in order to meet users' large-screen shopping needs, in addition to the existing Korean suppliers, the "Juxianggou" platform will also introduce more high-quality suppliers from around the world, allowing more young people to return to the living room and shop for world famous products without leaving home.

It is understood that this time Hisense signed a good faith agreement with suppliers, promising that the products provided by "Juxianggou" are all genuine, supporting the brand's official website to verify authenticity, and providing a 7-day return and 15-day replacement barrier-free after-sales service. Users can make instant inquiries and feedback through order processing, pre-sales and after-sales service calls, etc. Through high-quality products and services, the impression of users on traditional TV shopping can be fundamentally changed.

Since last year, many Internet companies such as Alibaba, Youpengpule, and JD.com have tried to promote the TV e-commerce model. The launch of the "Juxianggou" large-screen TV e-commerce platform is Hisense's attempt to open the entrance to the living room economy, allowing the concept of "transforming viewers into users, communication into operations, channels into platforms, and programs into products" to gradually take shape.

However, if we want to truly open up the trillion-dollar TV shopping market, we need more support for this emerging market.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.