SWOT Analysis of Chinese Television Shopping

Abstract

Based on SWOT analysis, this paper aimed to study the internal and external factors of China’s TV shopping industry and their impact on the industry’s development. The three research objectives of this study were: 1) To study the current situation of Chinese Television shopping; 2) To explore the SWOT analysis of Chinese Television shopping; 3) To provide suggestions of Chinese Television shopping.

This paper adopted the documentary resrarch methods and combined with SWOT analysis tool, integrated and analyzed three data sources, namely, annual reports and public data of TV shopping companies, professional research institutes and media reports, and relevant literature, to comprehensively and deeply study the strengths, weaknesses, opportunities, and threats of China’s TV shopping industry through the design and implementation of SWOT analysis.

The findings of this study were: 1) The current situation of TV shopping in China: despite challenges like market competition and the influence of online shopping, China’s TV shopping industry has potential for growth and opportunities; 2) SWOT analysis of China’s TV shopping: Strengths include maximizing short-term profits, diverse sales channels, rapid market sales, cash flow assets, direct manufacturer cooperation, price advantages, and integration of TV shopping malls with physical shops. Weaknesses include exaggerated product claims, reputation issues, short product lifespan, limited consumer firsthand experience, and management inefficiencies. Opportunities include a new growth phase, increased program broadcasts, a wide audience, high awareness but limited understanding, the potential for impulse purchases, and the growing scale and localization of the industry. Threats include intensified competition from B2C, C2C, and online markets, homogenization of TV shopping channels, consumer trust issues, regional limitations, increased competition from traditional retail channels, and advertising regulation policies; 3) Using the SWOT analysis, it provided the following recommendations for China’s TV shopping: improving the quality and authenticity of goods and focusing on the marketing of specialty products; strengthening supervision at all levels, expanding online channels, and improving the after-sales service model; and diversifying and integrating to enhance brand competitiveness and achieve differentiated competition and cooperation.

Keywords: Television Shopping; Current Situation; Risks and challenges; SWOT Analysis.

SWOT Analysis of Chinese Television Shopping

Master of Business Administration (International Program), Siam University, Bangkok, Thailand