Are these TV business consumer traps tricked?

In recent years, shopping festivals have become increasingly frequent and widespread. Whether it's e-commerce platforms or brand retailers, they constantly launch promotional campaigns to attract customers and boost sales. On the surface, this kind of commercial activity—where businesses profit and consumers enjoy discounts—seems beneficial for both sides, as long as product quality, delivery, and after-sales service are guaranteed. The more merchants earn, the more benefits consumers can receive, which ultimately promotes consumption in a positive way. However, with the rise of discount-driven shopping mania, consumers’ rational decision-making is often clouded by the frenzy of “buying, buying, and buying.” This is especially true for the television industry, where global LCD panel prices have surged this year due to supply shortages. As a result, TV manufacturers face high costs on one hand and sluggish sales on the other, creating a challenging environment for the entire sector. According to Yikang data, in the first quarter of 2017, China’s color TV market shipped 11.38 million units, a 13.5% drop compared to the previous year. Retail sales also fell by 7.3%, reaching 36.6 billion yuan. This decline has put immense pressure on domestic TV brands that rely heavily on the local market. During the first half of 2017, when the whole industry was struggling, internet TV brands were hit the hardest. With rising costs, low-cost or even hardware-free strategies began to fail. Many once rapidly growing brands, like LeTV, saw their TV sales drop by over 50% year-on-year in January-July. To recover from these losses, many TV brands launched aggressive price cuts, sometimes reducing prices by thousands of dollars. However, this strategy led to numerous consumer complaints. According to Shanghai Consumer Protection Committee reports, during the 2016 Double 11 period, there were 1,734 online shopping complaints, with 221 related to the event. Common issues included poor-quality "weihuo" (fake) products, misleading advertising, and untruthful pricing. With so many TV promotions and festivals, consumers are advised to be cautious. They should avoid being lured by short-term discounts and instead focus on long-term value and quality. Here are four key points to consider: First, choose a stable and reputable brand. TVs are expensive and long-term investments. After-sales support, installation, and warranty services are essential. Avoid companies with unstable financials or poor management. Second, evaluate the price advantage rationally. A genuine discount comes from a manufacturer with a complete supply chain. Only such companies can offer high-quality products at competitive prices. Remember, LCD panels make up 50%-70% of a TV’s cost, so those with control over the supply chain can better manage pricing. Third, look for brands with strong R&D capabilities. Some manufacturers use outdated stock or off-season models as special offers, which may not be reliable. Consumers should check whether the brand continues to innovate and improve its products. Fourth, prioritize open content sources. With the rise of smart TVs, content has become a major selling point. Open platforms that allow diverse content access are more appealing than closed systems. Be wary of low-priced TVs that promise great content but fail to deliver. As consumer awareness grows, people are becoming more rational and less likely to fall for exaggerated price drops. Smart shopping means understanding real value, not just chasing temporary savings.

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