In October 2004, after the official implementation of national standards of <Retailing classification>, TV shopping, on-line shops, and other non-store sales have been included in the Retailing. It has raised an upsurge in the development of shop sales…

  At present, China has entered an important period of development of the circulation industry. The huge market and the increasingly mature consuming environment of modern circulation industry have gradually come into fashion. No doubt that TV shopping has spread to become a resource advantages named "air channels". According to the professional’s forecast, China will face a new revolution of the TV shopping market with hundreds of billion dollars’ injection in the next few years. The opening of TV shopping channel has grown profusely and astonishingly right now. There were nearly 30 shopping channels and programs opened from early 2006 to September 2007. Less than two years, domestic TV-shopping channel urban coverage has exceeded over 100 cities! It is an irresistible trend that TV-shopping will enter the modern retail industry. TV shopping has become an important supplementary form of small household appliances, IT products and so on. And in the future, this will also become the main channel for family shopping and rushing for new arrivals. Sony, Lenovo, Toshiba, Hewlett-Packard, Samsung, Founder, BenQ, and other manufacturers have entered the television shopping channels and create proud sale records. From Guangzhou the 5th television shopping expo, it is indicated that so many well-known enterprises will develop domestic television shopping channels, such as Haier, TCL, Skyworth, Midea, chinabird, Amoi, and so on. We are all glad to see that the national market of television shopping becomes active.

  With the modes of network shopping and TV-shopping growing stably and quickly in China, these types of shopping play an increasingly important role in the consumable market. The data indicates that the volume of trade through network shopping took up only 0.04% of the total volume of consumable trade in the domestic market in 2002. This ratio reaches to 0.41% with 9 multiples’ increase in 2006. In the first half year of 2007, this ratio leaps to 0.6%, and it forecasted to break through 1% at the end of this year. The statistics from Taobao shows that the volume of transaction breakthrough 15.7 billion RMB in the first half year of 2007, which increases by almost 2 times of the same period in 2006. The number of online items on the Taobao is about 75 million everyday; and the number of visitors is over 6 million. According to an investigation conducted by Sinomonitor, it is indicated that the number of visitor in a big supermarket, such as Carrefour or Lianhua, is 11 thousand per day. That is to say, the flow amount of Taobao is nearly as 600 times large as that of a big supermarket. This shows that E-shopping has become a mainstream shopping mode as people become more and more inclined to buy items through the Internet. To meet the satisfaction of market, “2008 Guangzhou Online shopping expo” will be hold during the sixth Guangzhou Television-shopping Expo in order to provide a platform to promote the communication between merchants and consumers. And this agora also aims to improve the honesty in the E-shopping market, and bring to mature this novel shopping market.

  The four distribution patterns TV-shopping, mail-shopping, E-shopping and telephone-shopping are “direct and indirect distributions” for the merchants’ retail. With the enhancement of reliability system of the merchants and the increment of the advance of the price and consumers, the e-shopping is more and more popular. In the future, TV-shopping and Online shopping would be developing complexly and they are becoming the gold way of enterprises making large profit.