A ride-hailing driver takes an interest in a TV after seeing its shockingly discounted price of just VND1.5 million (US$57) apiece. Photo Cong Trung / Tuoi Tre
Outside a Dien May Xanh electronics store at Phu Nhuan Intersection in Ho Chi Minh City, rows of TVs are displayed with signs advertising discounts of up to 70 percent, ‘shocking prices,’ and deals that are ‘too cheap to believe.’
Why are showroom TVs so cheap?
On Monday afternoon, a ride-hailing driver pulled over, pointed to a TV priced at VND1.5 million and asked, "That cheap? Does it come with a warranty?"
A staff member told him the set had been a store display model, was still fully functional, and was now being sold as clearance stock with a seven-day warranty.
Hearing that, the driver hesitated, lingered a while longer, and finally left without making up his mind.
The saleswoman explained further, saying the Aqua LED television originally cost more than VND5 million ($189) but was now being sold as clearance stock for about VND1.5 million.
When the driver pressed, "So if something breaks on the eighth day, I'm just out of luck, no more support?"
The answer "That's right!" left him even more uncertain.
It is not just this one model.
Several LG, Samsung, and TCL televisions have also been placed at the front of the store, selling for around VND1.9 million ($72) and up.
Quite a few people have stopped to ask about them, most carefully checking the screen, brightness, speakers, ports, and return policy before deciding on their purchase.
This category of goods carries the steepest discounts of the current sales push.
Unlike brand-new, still-boxed sets, display units have typically been running for hours a day over long stretches, and may show scratches or be missing some accessories.
Electronics stores roll out deals on TVs during the FIFA World Cup season. Photo: Cong Trung / Tuoi Tre
New TVs have entered the price-cutting race too during the FIFA World Cup season.
At many electronics retail chains, TVs have been moved out right next to the entrance or storefront, instead of being placed further inside as usual.
Samsung, LG, Sony, TCL, Hisense, and Toshiba all have models discounted by anywhere from a few million to tens of millions of dong, with some cut by more than 60 percent, dropping from nearly VND49 million ($1,853) to just over VND19 million ($718).
At Nguyen Kim electronics store, a ‘100 percent guaranteed gift with TV purchase’ promotion is prominently displayed in the showcase area.
X. Tu, a sales staff member, said demand for TVs has risen during the FIFA World Cup season, prompting the chain to ramp up promotions while also applying a ‘price-match guarantee’ policy to compete with other chains.
A 65-inch Samsung TV previously listed at VND19.4 million ($733) has now been cut to VND14.9 million ($563).
If a customer declines the accompanying vacuum cleaner, worth VND400,000 ($15), that amount is deducted directly from the invoice, after which the product gets an additional 10-percent discount.
A wide range of TVs are priced at VND6-15 million ($227-567). Photo: Cong Trung / Tuoi Tre
Buying demand falls short of expectations
A representative of one electronics retail chain said TV sales during the FIFA World Cup season have risen by about 34 percent compared with before the tournament.
The 55-, 65- and 75-inch models are dominating sales as customers look to upgrade their home viewing experience.
Even so, demand has fallen short of expectations.
According to retailers, the TV market has entered a period of saturation. Many households have already replaced their smart TVs in recent years, making them less inclined to buy a new one just for a single football season.
Meanwhile, the prices of screens, processing chips, and some input components have risen, pushing overall TV prices higher this year.
Promotional campaigns are everywhere, but consumers remain cautious, weighing their options carefully.
Some fans have chosen to watch matches on their phones or tablets, or to gather at coffee shops with big screens, rather than buy a new television.
The FIFA World Cup still gives the electronics market an extra boost, but it no longer guarantees an explosive sales season the way it once did.
What to keep in mind when buying a display TV
According to tech experts, buyers of a clearance display TV should personally check the screen, brightness, dead pixels, speakers, remote control, stand, Wi-Fi connectivity, Bluetooth, and HDMI and USB ports.
Customers should also ask specifically how long the product has been on display, whether the warranty is provided by the manufacturer or the store, what the return policy is, and whether the item's condition is fully noted on the invoice.
A 70-percent discount is usually calculated from the original list price, so it is worth comparing it with the actual selling price of a brand-new item of the same size, technology, and warranty.
A display TV may suit someone who needs one temporarily, for a rented room, a secondary space, or on a limited budget. For long-term use, a brand-new unit still carries less risk.
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