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Television power "buy" by watching them T2O mode

Published on:2015/1/27 9:22:39

Keyword:Clothing, index, market, clothing, clothing, apparel, condition
Introduction:Into 2015, mango TV alone the conversation just finished being discussed, followed by dragon TV is unwilling also lonely, they recently with day cat r...

Into 2015, mango TV alone the conversation just finished being discussed, followed by dragon TV is unwilling also lonely, they recently with day cat reached a cooperation, in a big drama "why sheng's xiao," if the audience attracted by the characters of jewelry, clothing and other goods, just a day cat client to sweep eastern TV channels can buy by watching them.This model has been the industry known as T2O mode (TV to Online), actually this is not the first time the T2O model in the TV show, but it is the first time was used in the TV series.Emerged from the middle of 2014 T2O concept, to early 2015 heats up, T2O is also considered under network integration under the background of a strategic high ground.In this more than half a year, T2O brought us what inspired, contribute what, all this is worth careful review.
in just six months, T2O has a trend of blossoming
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T2O can develop so fast, first of all to thank is the our country on the tip of the tongue, while the feature films and no pattern of innovation, but they accidentally started a F2O (Focus to Online) mode, with the theme of Chinese cuisine feature films caused people to Focus on full of local flavor food, but is limited by space distance, the short time high attention attention finally successfully transformed into a wave of Online shopping boom, people eager to each big electric business platform to search in a variety of food, so in this situation, Online shopping has become a best coupling of the cuisine with the audience.
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Then on the tip of the tongue 2, day the cat on the front page of obvious position, specially set up & other;Throughout our country & on the tip of the tongue;A special entrance.When each broadcast synchronous launch promotion information associated with the content.People watch TV while online order, at that time to become a unique commercial phenomenon.It makes a lot of people for the first time realized & otherTV + electricity & throughout;Burst of energy, has pushed to more streamlined F2O T2O pattern transformation.
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In 2014 in May, the travel channel announced a strategic cooperation agreement signed with taobao, announced that the two sides to develop T2O new business model, jointly explore tourism TV electric business.Then travel TV show "luyu gift" is adopted this model, a star on TV the actual experience of various products and even tourist destination, then the same as expected, with show items related to travel sites in taobao search index surged immediately.Taste after the travel channel launched another show "super voice", is a step closer to the T2O pattern, the show the product or corporate image creation into program directly to the part of the main content, through clever arrangement in series into a program, section and implanted into the target more than 120 products all can be in each big electric business platform synchronous sales, so it is will & other;Electricity & throughout;With & other;TV & throughout;Combined more closely.
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Not only is the travel channel, hunan satellite TV and Oriental TV have also started T2O experiment."Where dad" in the second quarter with day cat cooperation, not only introduced bought by watching them with the clothing section, taobao travel also launched a "dad where to record the location of travel booking, enrich the forms of T2O mode.And dragon TV also has "the goddess's new clothes" the attention not low show, and there are some innovation in form, joined the competition mechanism, more attractive to the audience, by the female star partner designer, design clothing according to different themes, and the stars in the show personally try on propaganda, and at the same time four fixed clothing brand to buy hand to bid of the clothing, to the highest bidder made clothing design of a complete set of copyright, the broadcast at the same time, in electric business platform of the brand's flagship store to buy the clothes have been able to synchronize.
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According to the related media reports, the first CS - 2000 spectral radiation luminance meter Broadcast on the evening of 21 and 24, four big buyers of 8 to 10 times the shops as usual.Also introduced mobile side entry access for the first time, viewers need only on mobile terminals through mobile scanning can directly into the page of relevant clothing.
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So, although did not cause too much of a stir, but in the efforts of several TV, T2O model has several stages of development process, from initial form with a single to the present forms rich content, diversity of terminal, has obtained the very big progress, and it is time to experience but actually just half a year.
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T2O meets the needs of two platforms complementary,
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T2O model can therefore gradually attention by TV media with electric business platform, is ultimately help make up for the deficiencies, can get.For television, in recent years, facing the competition of the Internet, open the indisputable fact that, such as probability decline in the proportion of advertising with advertising revenue will be affected by a certain degree of influence, and with the aid of T2O mode, television can focus directly into economic benefits, in the past, television is a publicity channels, for with advertisers, television and newspapers, magazines, the Internet is same a channel, and now is not the same, with the aid of this model, television advertising content it can produce, at the same time with the advertiser's role position and some changes have taken place, began to change the passive to active, become more strong, can be done better commercial value fall to the ground, it's clearly a television had hoped for.And in the future, has the high quality shows the strength of the resources of television can even build their electric business platform, completed in T2O patterns on both ends of their monopoly, has laid a good groundwork for future television into the field of electricity.
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For electric business platform, the radio is a powerful platform for the display, at the same time through the change of program form to complete for the promotion of different products.In addition to dress compared to the food of these typical products, tourism is a new hot spot.Relative to & other;Garment & throughout;With & other;Food & throughout;The necessaries of life, only on electric business platform, & other;Line & throughout;Is the worst show potential customers, and through the cooperation with television, launch travel or star reality TV show, not only has a strong influence, and through television intuitive display can attract the attention of the audience to a great extent, this is undoubtedly is the best way to promote tourism products.
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For a growing number of advertisers, T2O will thoroughly through advertisement and marketing chain, can see economic benefits directly, and with the help of television influence completing the attention of their products of exponential growth.With dragon TV last year's show "the goddess's new clothes", for example, T2O overturned thoroughly TV content production and marketing mode, toppled the Internet interaction with electricity marketing, completely through the design, production, promotion and sale of several major link, to show, merchants, traders and win-win.Dragon TV's "the goddess's new clothes" with travel channel of the two "super spokesperson" program, in a sense than "the tip of the tongue 2", "where dad" is more subversive, they did the content of the real products, content, namely the goods, content or interests.
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is difficult demand is high, can copy the value is not big,
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In T2O mode appeared shortly after, the industry believe that this is TV of electricity, a kind of inquiry also has a different voice that it was just seven or eight years ago on TV a popular TV shopping by evolution.Strictly speaking, this kind of view is also has a point, after all is done through the attention economic converted into cash.But in another ways, T2O with TV shopping and are worlds apart, traditional TV shopping products with network is fragmented, and at the same time the false propaganda way that created a kind of asymmetric information, can't really reflect the value of the goods.
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And now this several TV doing, is essentially a TV show, and the quality is excellent, compared just reflect in the Internet of the thought, will be content with the combination of network has carried on the close.This form also offers some of the problems, the first program value must account for the key position, can't put the cart before the horse, otherwise once the program quality fell, maximize the attention economy is hard to perform its role.Other, to put an end to shift towards the direction of the soft advertising content, a successful business model, must be copied from imitation, also must be accompanied by a quick buck, this mindset tend to influence content experience, when content experience scarred, means T2O is faced with declining with failure.How the make a balance between business interests and program quality, concerns not only is only part of the television production level to treat this problem and their state of mind.
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In terms of quantity, the market is always welcome the blazers, the first settlers often can get the biggest harvest, and for many followers, how about situation doesn't often decided by their own.T2O market, especially in the first testing the waters are such as Oriental satellite TV, hunan satellite TV, travel channel under the premise of these top satellite TV station, the other two or three tier of how TV want to into this field to attract advertisers, and to attract much attention, is an unsolved problem, which is the no T2O mode the present in the national wide range to promote one of the reasons.Present, the investigation about T2O still continuously, although obtained certain breakthrough, also have made some progress, but that is not completely mature, model does not yet have a large-scale promotion of the value of its own replication should this wouldn't be very big.If just as tiger skin, blind study, may appear negative effect instead.
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innovation is encouraged, but never on behalf of the future
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Now the Internet age, the television is on the road network integration more walk more far, in addition to the Internet of broadcast channels, the Internet thinking is also used in the section target content production, this is a very important progress, represents the current television has actually now with the advancement of consciousness, and compared to for traditional media on behalf of the newspaper, television station on the road of media convergence grope obviously more active, more active, are worthy of confirmation.Back to the topic of this article T2O mode, in the future can become a long-term model of the television on the income statement, and also can further promote the content of the Internet, only from the point of view of the present situation, we can hardly too optimistic, because after all is available for the analysis of the sample is too little, we still cannot get a relatively accurate conclusion, but apparently T2O direction is in conformity with the media fusion development trends, and in the future should this have very big development space.
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But because of the above elaboration T2O model itself some limitations, in the future to confirm only as a television carve a form of its contents, is unable to represent a major development trends.The development of TV media in the future, will confirm with the emergence of more and more form, more and more channels to develop.Happily, recently several years, television's strides than we expected.

Keyword:Clothing, index, market, clothing, clothing, apparel, condition

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