U-Pop TV e-commerce seeks new model for Internet TV

In June this year, e-commerce giant Amazon launched a smartphone, the Fire Phone. The most critical function of this phone is Firefly, which allows users to scan any product, TV program, or text to obtain information about related products. After scanning a product, users can purchase it directly from Amazon.

The current e-commerce companies hope to achieve a model that allows consumers to quickly search for things they are interested in and accurately identify user needs to promote consumption. However, at present, the coverage of mobile phones, computers, Pads and other terminals is relatively narrow, and as the largest screen in family life, only TV can cover multi-dimensional audiences such as children, young people, and the elderly. In addition, with the further popularization of Internet TV, "buy while watching" has emerged as a new model of Internet TV.

Seeing the connection between e-commerce and Internet TV, on August 13, taking the opportunity of jointly releasing the "White Paper on the Development of China's Internet TV" with Nielsen NetAssociation, Shao Yiding, chairman of Upengpule, proposed a new layout: a video-based TV e-commerce platform.

According to Shao Yiding, after big data analysis by Youpengpule, it was found that the prominent feature of the current Internet TV user group is that they are based on families, so the video-based TV e-commerce platform is also tailored for families. Compared with the relatively private shopping features of PC and mobile terminals, the TV e-commerce platform emphasizes "family sharing". The characteristics of this platform are: accurate user group positioning; video-based and vivid product display; all products sold have family attributes.

There are four main categories of products on the Youpeng shopping platform: 1. Regular video content itself; 2. Products that appear in video content (such as advertising products embedded in film and television dramas); 3. Products related to video content (such as buying Iron Man dolls for children while watching "Iron Man"); 4. Products that drive sales through increased user traffic. Although the specific types of products will be diverse, they must all be in line with family attribute positioning and meet the standards for precise delivery. In the final analysis, it is to serve our family users and return to the essence of Internet TV, which is two-way, interactive, and integrated.

Youpengpule is not the only company to develop e-commerce business through TV platform. Domestic e-commerce giants such as Alibaba and JD.com have already tried this platform. However, it is still hot outside but cold inside. The reason is that, on the one hand, the e-commerce experience on mobile and PC is good enough, and on the other hand, the current e-commerce on TV platform still has shortcomings in operation and payment.

In this regard, Shao Yiding said that this situation is mainly related to the zodiac sign of the TV screen. The first demand of users for TV is bound to be watching videos. Without a good video experience, e-commerce or advertising cannot be realized. As a professional Internet TV service provider, Youpengpule can accurately lock in users' purchasing desires through big data statistics based on its understanding of user needs, and push products that are more suitable to appear on the TV screen. In other words, using video services to accurately guide e-commerce business is Youpengpule's biggest advantage.

Similar to the idea of ​​Amazon Fire Phone, TV e-commerce also allows users to actively capture the products they are interested in and make purchases. The difference is that based on the analysis of TV user big data, the future TV e-commerce push will be more accurate and better understand user needs. Shao Yiding believes that the commercial essence of Internet TV is an e-commerce platform, and an "e-commerce" platform for precise family and living room users is the ultimate destination for the development of the Internet TV industry.

As we all know, due to the limitations of TV operation methods, the payment problem has always been a problem that the industry has tried to solve. The cumbersome operation method can easily cause user loss. Youpengpule believes that through the cultivation of users on the mobile terminal in recent years, new Internet payment methods are not unfamiliar to users. Whether it is through QR code scanning or broadband recharge, it can smoothly complete the "last mile" of Internet TV e-commerce.

In the past year, various business model explorations around Internet TV have never stopped, and all manufacturers hope to find profit points in this market. As a screen that must be turned on by users, how to attract users to turn it on is the first step for various so-called business models to become a reality. At present, video is still the first demand of smart TV users. If this demand is not met, it is empty talk to talk about business models and profits on Internet TV. Youpengpule announced its entry into TV e-commerce, which is also based on years of deep cultivation in the Internet TV industry, accumulating many high-quality resources and the most practical data.

In the future, Internet TV will usher in explosive growth, with the continuous improvement of technical capabilities, the development and maturity of Internet TV applications such as education, games, e-commerce, and finance, and the commercial value of Internet TV will be further explored. Youpengpule’s high-profile announcement of its efforts in TV e-commerce business is a useful exploration of realizing the commercial value of Internet TV.

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.