618当天部分商品不降价反涨价，大促从狂欢走向博弈

Core Viewpoint - The article highlights the phenomenon of price increases on e-commerce platforms during the 618 shopping festival, contrary to the expected discounts, affecting various product categories including clothing, electronics, and home goods [1][6]. Group 1: Price Trends - Many consumers reported that prices of items in their shopping carts increased on June 18 compared to earlier in the year, with some items showing price hikes of nearly 15% since January [1]. - Specific examples include a pillow that rose from 73 yuan to 89 yuan during the promotional period, and a shirt that increased from 478 yuan to 549.9 yuan after applying platform coupons [1]. Group 2: Merchant Behavior - Small and medium-sized merchants in the clothing category exhibited a tendency to raise prices during the 618 event, while major beauty and footwear brands showed minimal discounting, primarily relying on platform-issued coupons [6]. - Some merchants opted out of the 618 event altogether, choosing to wait for the promotional traffic to subside rather than participate in price reductions [6]. Group 3: Platform Dynamics - E-commerce platforms like Tmall and JD.com introduced 10% discount coupons for select merchants, with Tmall covering the full cost of the subsidy while JD.com split the cost with merchants [6]. - Merchants have developed a habit of setting high backend prices and offering discounts during promotional events, but recent price monitoring by platforms has tightened control over pricing strategies [6][7]. Group 4: Market Challenges - The article discusses the challenges faced by platforms and merchants, including declining consumer interest in promotions and shrinking profit margins, leading to a situation where many merchants are reluctant to offer discounts [7]. - The ongoing issue of price increases during promotional events is damaging consumer trust and could lead to an imbalance in the merchant ecosystem, prompting calls for improved promotional mechanisms and support for innovative products [7].