"6·18"尾声，京东、天猫等平台，小米、海尔等品牌，纷纷亮出破纪录战绩。 如何走出促销，如何历久弥新，一直是"6·18"和"双11"被审视的要点。关乎存续的必要性，关乎企业竞 争力，也关乎消费活力。 在史上最长的这个促销节，一些新气象、新趋势比数据竞赛珍贵：规则简化、国补助力、主播转型、外 卖（即时零售）加入……在近40天时间的维度，消费者拥有理性的决策空间。 对于企业而言，"6·18"依然是场大考，既要保留竞争活力，又要超越数字内卷。 天猫取消了长期沿用的"满减凑单"，改为更直接清晰的"官方立减"；抖音电商大促的主要规则改为"立 减折扣""一件直降"；京东首次打通国家补贴、百亿补贴与平台专享价。 消费者不必再头疼复杂的优惠计算题，也不必为跨店凑单奔波，加上现货和保价的护航，规则简化反而 促成理性消费，也并未影响企业和品牌屡创佳绩。 几个月前开打的外卖大战，摈弃低质量内卷，需要"6·18"这样的集中练兵。现货取代预售，是带有历史 印记的传统电商促销的进步；即时零售"30分钟送达"，无疑代表了更强诉求的消费浪潮。在"即时满 足"与"成本控制"间寻找均衡点，消费者要优惠和体验，平台和商家获得信任增值。 大主播的 ...

Core Viewpoint - The television market is experiencing a price war, particularly in the 32-inch segment, with prices dropping to around 500 yuan, but there are notable differences between online and offline sales channels [2][3][11]. Group 1: Market Trends - The online television market is expected to see significant growth during the 618 shopping festival, with sales projected to reach 5.44 billion yuan, a 22% increase year-on-year [3]. - The average price of televisions online is expected to rise to 3,664 yuan, a 14% increase, while offline prices are projected to be 7,194 yuan, up 7.5% [3]. - The 32-inch television segment is seeing intense competition, with many manufacturers launching models priced around 400-500 yuan [16][22]. Group 2: Price Dynamics - Several brands have introduced 32-inch televisions at low prices, such as Philips at 424 yuan and TCL at 509 yuan after subsidies [4][5]. - The price drop in the 32-inch segment is attributed to a combination of national subsidies and a focus on inventory clearance strategies by manufacturers [11][14]. - The cost structure of televisions shows that panel prices significantly influence retail prices, with panel costs accounting for 52% of total costs [12]. Group 3: Consumer Behavior - Offline consumers tend to prioritize picture quality and the ability to see the product in person, contrasting with online consumers who focus more on price [9][10]. - There is a growing trend towards larger televisions, with consumers increasingly opting for high-end products rather than just low-priced options [23][24]. Group 4: Company Performance - Companies like TCL and Hisense have reported revenue growth despite low profit margins, with TCL's revenue reaching 99.32 billion HKD, a 25.7% increase [19]. - Konka, however, has faced significant losses, with a revenue decline of 37.73% and a net loss of 3.296 billion yuan, attributed to intensified market competition [21]. - The overall profitability of television manufacturers remains low, with many operating at margins below 20% [17][18].