Nowadays, shopping festivals continue to emerge in an endless stream. No matter the e-commerce or brand merchants, they can keep on selling for marketing sales and eyeball promotions. Business profits, consumers enjoy the benefits originally was a benign commercial behavior to stimulate consumption. While guaranteeing product quality, delivery services, and after-sales maintenance for price cuts, the more merchants make profits, the more consumers can benefit, and the more it will be for the benefit of consumers. However, with commodity discounts, the “buy, buy, and buy†madness is indeed easy to flush with the intellectual mind of the consumer army. Specifically for the television industry, this year's global LCD panel suffered winter, LCD TV prices generally rose, which allows enterprises to consume a lot of cost on the one hand to purchase, on the other hand sales revenue is not good. According to data released by Yikang, in the first quarter of 2017, China's color TV market shipped 11.38 million units, a year-on-year decrease of 13.5%; retail sales amounted to 36.6 billion yuan, a year-on-year decrease of 7.3%. This puts tremendous pressure on the mainland China TV brands, which mainly rely on the domestic market. In the first half of 2017, when the entire industry was cold, the worst hit was the various Internet TV brands. Under the pressure of rising costs, low-cost, even hardware-free strategies will gradually fail. With very rapid growth, it is also the most representative example of music played by many internet brands. In China, Yikang data shows that sales of LeTV TV in January-July decreased by more than 50% year-on-year. In order to regain the sales gap in the past few months, television brands have also launched a price war, and the price cuts are as high as several thousand dollars. However, there are also many consumer complaints brought about by low prices. According to the analysis of the complaint data released by the Shanghai Consumer Protection Committee in 2016, between November 11 and 20, Shanghai Consumer Protection Committees at various levels accepted online shopping complaints. There are 1734 pieces. Among them, there were 221 complaints involving “Double 11â€, which accounted for 12.7% of the amount of online shopping complaints. Many of these complaints are concentrated in "Weihuo products, quality is not guaranteed; false publicity, not low prices" and other major issues. In the face of numerous and complicated TV festivals of manufacturers, consumers are advised to be cautious about the following points. They must not covet the momentary benefits, avoid long-term problems, and be deceived. First, the stability of the brand. In the final analysis, television is the core of the family's living room. A television is tens of thousands of expensive, and the price is a few thousand dollars. Installation, delivery, quality warranty, these after-sales support services and consumer experience are closely related, when everyone chooses, must pay attention to inquiries clearly these protections, pay attention to choose a stable brand of businesses, to avoid the existence of those capital chain difficulties and operation Manage chaotic companies. Second, rational price advantage. This point is to stimulate consumer shopping reasons, but we must pay attention to whether the manufacturer's price advantage is reasonable. Only manufacturers with a complete industrial chain can provide high-quality products while giving consumers significant profits. The core logic is very easy to understand. The global LCD screen is in short supply. For TVs, the cost price of LCD screens accounts for 50%-70% of the price of a TV (different according to size). With the dominance of LCD screen supply, it is not subject to the constraints of supply chain partners, and it has a greater say in the positioning of the whole machine price. After you purchase products at preferential prices, you can enjoy a quality product experience. Third, continuous research and innovation capabilities. Some manufacturers use inventories and off-season products as special products, and some even produce targeted products specifically for special prices. These products are often of poor quality and it will take a long time for problems to arise. Therefore, consumers must keep their eyes open. When shopping for TVs, it is necessary to pay attention to whether the brand has continuous R&D and innovation capabilities. Whether the products are still being innovative or not is not taken for granted as a matter of course. Fourth, open content sources. As Internet TV enters more homes, many consumers are willing to pay for “content†under the influence of Internet awareness. However, today, the “single content†system itself gradually loses its superiority and opens up compatible content. "Resources are more favored. Internet TV should uphold the Internet gene, what is the Internet gene? Share and open. Under this influence of temperament, the source of exclusionary content is lost, and the compatibility of content is based on the user experience. The more central question is, if you are tempted to buy a product at a low price, and hope that the follow-up will depend on the content to subsidize it, then why is it that low-priced, non-profits can nourish a continuous supply of good content? With the changes in consumption upgrades, consumers are expected to become more rational and will no longer blindly enter the “price drop†scam.