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Information in english
The Luxury TV-Shopping in People’s Republic of China :
A brand new business opportunity
Our company, Ante Time, is originally a TV production company which owns an international trading subsidiary.
We understand pictures’ codes in the People’s Republic of China and we have, through our experience, a good know how of the Luxury Industry’s demands and requirements.
Our partners in mainland China are media groups which have set, for more than two years, dedicated TV-Shopping channels and all the necessary logistic means (call centers, warehouses, delivery network …)
From now on, we are able, to provide our suppliers with:
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1 –Remote Sales exploding in China
In 2006, we witnessed again a spectacular increase of Households consumption in China (+ 15.5 % in 2006 according to the Asian Wall Street Journal). This combined with the Chinese people immoderate appeal for prestigious presents, that bring “face”, as well as an extremely irregular distribution network through the territory, from one province to another, has been the ground for the beginning of Remote Sales companies, subsidiaries to big local Media groups.
In this way, our broadcaster/distributor, a Chinese media group (which owns 8 Satellite TV Channels), located in Hunan province, created more than two years ago, a dedicated TV-Shopping channel, as well as a call-centre, warehouses and a first-class delivery service.
Their turnover for this business meets a spectacular growth:
2006 Turnover : 400 millions RMB (or 40 millions €)
2007 Turnover (forecast) : 800 millions RMB (or 80 millions €)
2 – Genuine products availability: first weapon against counterfeiting
It would be wrong to think that the Chinese buying counterfeiting products is only a matter of taste or price. In provinces like Hunan, one may find counterfeited products shops in Luxury hotels whereas it is almost impossible to find the genuine items.
Please note that Chinese customers’ approach to TV-Shopping is way different than the western one. The matter here is to compensate for products’ unavailability. For instance, in 2006 on this channel were sold jewellery items up to 100,000 RMB per unit (10,000€)
Ante Time Production, co-produces a weekly show, dedicated to European luxury products sales (jewellery, watches, cosmetics, ready-to-wear, leatherwear…), lasting one hour (3 or 4 products per show) which title’s translation is “Great European Brands’ Palace”. This format broadcasted twice a week around 18h30 (best slot in China) is broadcasted several times anew at lesser audience slots.
We advertise for our show in other group-channels. Among them “Channel F” their movie channel, reinforce our impact.
3 – An “à la carte” distribution
We are aware of the importance that our suppliers bring to the coherence of their distribution network in China as well as the respect of their settled distribution deals.
Our partner’s TV-shopping channel broadcasts its shows and distributes its products in the following provinces:
It will broadcast, by the end of the year 2007, in 3 new regions.
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Hence, we bring you at the moment the whole south-east part of China.
Also, we offer you a regional distribution “à la carte” with the possibility to exclude some provinces such as Guangdong or Shanghai where some may have already distribution deals.
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5 - A brand new visibility coming along with a control of your brand image
TV-Shopping format in China can not be compared to western style. The rhythm there is much slower and the style is much more descriptive. In terms of TV production, much care is brought to the presentation’s quality
For instance, the presentation of an electronic device lasts for half-an-hour. For a luxury item (jewelry, watches, cosmetics, ready-to-wear, leatherwear…) the same presentation lasts from 15 to 20 minutes.
Our co-production agreements stipulate our control over the presentation “outside studio”.
On our side, we show to advantage your products in a European context, with a Chinese presentation team. We willingly use your “corporate” pictures because the qualitative aspect of European production is a matter of much interest for a Chinese audience. In this way production centre visits or manager interviews are, in China, an important sales asset. -----------
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