Infomercial Marketing in China: From Tough
Regulations to Enormous Potential
AUGUST 14, 2006 (Los Angeles, CA) - Last month's decision
by SAIC and SARFT to ban infomercials for breast enhancement,
weight loss and medical products is a setback for
local marketers who rely too heavily on exaggerated
claims and phony testimonials. While many will see
the new directive as heavy handed, it is the only
way to deal with infomercial scams in a country that
lacks the data and legal framework to effectively
prosecute offenders. In many ways, it is a good thing
because it will level the playing field and allow
companies with superior products and execution to
prevail.
The US has a similar problem with "hit and run" infomercial scams, however it not only has the tools to track and take legal action against these spoilers, it also has a mature consumer marketplace where outrageous claims do not necessarily equal success.
The most successful DRTV marketers in the US rely more on rigorous product development; market research; lean, outsourced operations; and world-class customer service to create repeat successes. It is possible for a new marketer to produce a "one-hit-wonder," but extremely rare for inexperienced players to produce multiple hit shows without the know how, systems and distributed operations used by the pros.
The Chinese DRTV market has enormous potential. What has to happen in the wake of the recent ban is a shift away from gimmicky shows toward more educational ("this is how it works") shows with useful products, reliable shipping and excellent customer service. Chinese marketers need to start embracing outsourcing, especially of costly, infrastructure-intensive functions such as fulfillment and call center operations. They also need to take advantage of the latest systems and electronic sales channels to optimize their DRTV campaigns and connect with tech savvy consumers.
If you want to move to the next level in China, Telebao can help. Telebao provides consulting, systems and managed services to manufacturers seeking to enter the China DRTV market. The company specializes in creating "overnight" brand awareness by marketing "As Seen on TV" products across multiple electronic channels, including television, radio, Internet, and mobile.
Contact
us today to learn more about multi-channel DRTV
marketing and how Telebao can help you.