In today's fast-paced market, shopping festivals keep popping up one after another. Whether it's e-commerce platforms or brand retailers, they continuously run promotions to attract customers and boost sales. On the surface, this is a healthy commercial practice that benefits both businesses and consumers by stimulating consumption. When companies ensure product quality, delivery efficiency, and after-sales service, the more they profit, the more value consumers receive. However, with heavy discounts and aggressive marketing, the "buy, buy, buy" frenzy can cloud consumers' judgment, leading to impulsive purchases.
This trend has particularly affected the television industry. In 2017, the global LCD panel market faced a downturn, causing TV prices to rise. This put pressure on manufacturers who had to spend more on sourcing panels while struggling with declining sales. According to Yikang data, China’s color TV market shipped 11.38 million units in Q1 2017, down 13.5% year-on-year, and retail sales fell by 7.3% to 36.6 billion yuan. This decline placed immense pressure on domestic brands that rely heavily on the local market.
During the first half of 2017, when the entire industry was in a slump, internet TV brands were hit hardest. Rising costs forced some to adopt low-cost or even hardware-free strategies, which eventually failed. One of the most well-known examples was LeTV, whose TV sales dropped by over 50% between January and July 2017.
To recover from the sales gap, many TV brands launched price wars, cutting prices by thousands of dollars. But these low prices came with issues—many consumers reported problems such as poor product quality and misleading advertising. For example, the Shanghai Consumer Protection Committee received over 1,700 online shopping complaints during the 2016 Double 11 period, with 221 related to deceptive promotions, including false claims of low prices and substandard products.
Faced with so many promotional events, consumers are advised to be cautious. They should avoid being lured by short-term deals and instead focus on long-term value. Here are four key considerations:
First, choose a stable brand. TVs are expensive and often require installation, delivery, and after-sales support. It’s important to select a reliable brand with strong customer service and a solid reputation.
Second, look for real price advantages. Not all discounts are genuine. Only companies with a complete supply chain can offer high-quality products at competitive prices. With LCD panels making up 50-70% of a TV’s cost, having control over the supply chain gives manufacturers more pricing power.
Third, prioritize innovation. Some brands use outdated stock or off-season models as “special offers,†which may lead to quality issues later. Consumers should check if a brand consistently invests in R&D and updates its product line.
Fourth, consider content availability. As internet TV becomes more popular, users care about the content they can access. Open platforms that support diverse content sources are more appealing than those with limited, closed ecosystems.
As consumer awareness grows, people are becoming more rational and less likely to fall for misleading price drops. Smart shopping means looking beyond the deal and focusing on long-term satisfaction and value.
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