In order to attract consumers, merchants often use words such as "discount", "sell at a loss" and "clearance" to promote sales, and "lowest price" is the promotion slogan that merchants are used to. This slogan is widely used in the price-oriented consumer market. Whether between offline stores or online e-commerce, the price of goods often becomes the main basis for consumers to buy goods. Therefore, it is not surprising that the lowest price promotion advertising language is widely used in the market.

Matching with it, advertisements are often supported by a set of price matching guarantees, that is, retailers guarantee to provide uniform goods or similar goods with the same low price or even cheaper price as nearby retailers, otherwise consumers can claim price difference compensation within the time limit set by retailers. This policy originated from the department store industry in the United States, aiming at enhancing consumers' willingness to buy, and then bringing profits to businesses.