Wednesday, December 02, 2009

電視購物頻道賣車熱

內地商務部成為昨日市場焦點,推出一系列推廣「中國製造」的短片,實行打傳媒牌,推廣優質產品,藉此提高國際知名度外,更可推動出口。

最近前外經貿部常務副部長劉山在便提出,出口退稅政策不應視為調節出口的方法,畢竟該政策需維持一定穩定性,否則會影響出口企業的信心,因經常調整稅率,產品訂價定必更困難。事實證明,即使提高退稅率,出口仍嚴峻,或許商務部因而轉為投向形象建立工作,儘管效果不能即時顯現,但最少像其他國家推廣旅遊業般,慢慢將形象打入外國人心裡,希望海外消費者日後多多購買中國貨。

商務部另一條戰線當然是擴大內需,並預期今年消費品零售總額將增長15.6%,可知道首三季經濟增長7.7%中,消費就佔其中4個百分點,可見重要性不容忽視,當中家電、汽車下鄉,以舊換新等都有助推動消費,特別是今年首11個月,家電下鄉的企業銷售約1,200億元人民幣,觸發生產家電的創維(751)繼續造好,全日升逾6%。

市場更憧憬政府進一步推出帶動經濟增長的內需政策,令零售股發威,像六福集團(590)漲15%至5.88元,謝瑞麟(417)也升6%至2.23元,但與金價造好又是否有些利好關係呢?至於熟悉的內地零售股如莎莎國際(178)亦增6.7%。

商務部又話汽車以舊換新方面,補貼舊車6,990輛,刺激新車消費10億元人民幣。禤中怡小休期間往上海市一遊,實行寓娛樂於工作,便發現汽車的火熱程度,街上豪華汽車如奧迪和寶馬比比皆是,料大部分屬內地生產為主。

但另一個頻見汽車蹤影的渠道,就是電視,但並非單純賣靚車靚景配名人的廣告那麼簡單,竟然是出現在電視購物頻道!禤中怡了解所知,南韓電視購物頻道也相當受觀迎,甚至有保險公司設廣告節目推銷保險產品,料不到內地甚至會利用購物頻道賣車,例如由吉利汽車(175)旗下外形別緻、車頭燈大大的「熊貓車」便利用該方法促銷,4萬至5萬元人民幣便有交易,就像買部手機般輕易。

再看到《第一財經日報》引述東方購物頻道負責人話,竟然賣沃爾沃(本港稱為富豪(Volvo))汽車一樣受觀眾歡迎,節目出街後翌日,合共接獲81輛的訂購量,相等於門市兩個月的銷量。原來在9月便曾用此方法促銷東風汽車,一晚便成功賣出逾100輛,所以實行「食過翻尋味」。

能有此成績,可能與送贈品有關,包括現金回贈及油卡等,刺激購買意欲,但這種銷售手法需要汽車商和經銷商肯減少利潤,將部分用作回饋予消費者的「甜頭」,如今次贈品價值便逾4.5萬元人民幣,否則難以打動消費者。

不過,動輒數十萬元的消費,只需望望螢光幕便可以作決定,實在難以想像,可能是錢太多,內地大戶無需試車,而禤中怡也實在太落伍吧!

(12月2日刊於《am730》)

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