运营最好的App如何推广？谷歌海外推广找谁做？电视购物广告的兴衰启示
运营最好的App如何推广？谷歌海外推广找谁做？电视购物广告的兴衰启示
How to Promote the Best Operating Apps? Who to Choose for Google Overseas Promotion? The Rise and Fall of TV Shopping Ads
电视购物广告的黄金时代
The Golden Age of TV Shopping Ads
我国的电视广告最早可以追溯到90年代。1996年，北京电视台(BTV)开播了中国第一个专业电视购物频道，随后各类购物品牌纷纷入驻，地方台也陆续推出专门的购物节目。2008年，央视正式开播"CCTV中视购物"频道，标志着电视购物广告进入"高光时刻"。
China's TV advertising can be traced back to the 1990s. In 1996, Beijing Television (BTV) launched China's first professional TV shopping channel. By 2008, CCTV officially launched its "CCTV Home Shopping" channel, marking the golden age of TV shopping advertisements.
电视购物广告的乱象
The Chaos of TV Shopping Ads
快速发展的电视购物广告也带来了虚假宣传、市场诚信缺失等行业乱象。特别是丰胸、增高等"黑五类"广告，虽然内容不堪入目，却能疯狂敛财。2002年，"波丽宝"丰胸广告创下单日240万元的销售纪录，其宣传的"HRT激素疗法能将脂肪转移到胸部"的说法荒谬至极。
The rapid development of TV shopping ads also brought chaos like false advertising and lack of market integrity. Particularly those "black five" categories like breast enhancement and height increase ads, despite their ridiculous content, made huge profits. In 2002, the "Bolibao" breast enhancement ad set a daily sales record of 2.4 million yuan with its absurd claim about "HRT hormone therapy transferring fat to breasts".
电视购物的营销套路
Marketing Tactics of TV Shopping
电视购物广告堪称现代直播带货的"祖师爷"。它们不仅玩低价策略（"只要998"），还配合专家推荐、限时优惠等手法。主持人会与"专家"激烈讨论产品价值，厂商代表则要表现出"亏本"的痛苦表情，最后用"手快有手慢无"等话术制造紧迫感。
TV shopping ads can be considered the "ancestor" of modern live-streaming sales. They not only used low-price strategies ("only 998"), but also employed tactics like expert recommendations and limited-time offers. Hosts would have heated discussions with "experts" about product value while manufacturers showed "loss-making" expressions, finally creating urgency with phrases like "first come first served".
电视购物的衰落与转型
The Decline and Transformation of TV Shopping
在巅峰时期，全国有2000多个购物节目，销售增长率常年跑赢GDP。但随着政府加强监管和互联网普及，电视购物逐渐衰落。然而，其营销理念并未消失，而是以新的形式出现在网络平台，那些曾被禁止的减肥、丰胸产品也换了个"马甲"重新出现。
At its peak, there were over 2,000 shopping programs nationwide with sales growth consistently outperforming GDP. However, with stricter regulations and internet popularization, TV shopping gradually declined. Yet its marketing concepts didn't disappear but reappeared on online platforms in new forms, including those banned weight-loss and breast enhancement products under new disguises.
现代App推广的启示
Lessons for Modern App Promotion
对于想进行谷歌海外推广的App运营者来说，电视购物的兴衰提供了重要启示：
1. 避免虚假宣传，建立长期信任
2. 创新营销方式，但需遵守平台规则
3. 重视用户体验和产品实际价值
要找专业的海外推广服务商，他们熟悉各国市场特点和Google Ads政策，能帮助App实现合规、有效的全球推广。
For app operators looking for Google overseas promotion, the rise and fall of TV shopping offers important lessons:
1. Avoid false advertising and build long-term trust
2. Innovate marketing methods while complying with platform rules
3. Focus on user experience and actual product value
It's essential to find professional overseas promotion service providers who understand different markets and Google Ads policies to achieve compliant and effective global promotion.
