【西街观察】大疆之鉴，价保之难

Core Insights - The promotional activities for "Double 11" have begun immediately after the National Day and Mid-Autumn Festival, with platforms and merchants eager to attract consumers through early and substantial discounts [1] - DJI's recent promotional strategy has led to consumer dissatisfaction due to significant price drops shortly after purchases, highlighting the issue of "price betrayal" in the promotional landscape [1] - Price protection mechanisms have been introduced by various platforms to mitigate consumer disappointment caused by price fluctuations, but inconsistencies in these mechanisms can amplify feelings of unfairness among early buyers [1][2] Group 1 - Price betrayal has become a common issue in promotions, with brands and platforms frequently altering pricing strategies, leading to consumer frustration and calls for protection [1] - Price protection is a complex decision-making mechanism that varies across platforms and channels, reflecting a competitive strategy that brands must navigate carefully [2] - The Chinese retail market is characterized by numerous channels and rapid changes, making it difficult for consumers to differentiate between self-operated and authorized stores, often leading to misplaced trust in brands and platforms [2] Group 2 - The presence of price protection is more pronounced during major promotional events like "Double 11," but it remains a rare concept in decentralized offline stores due to operational efficiency and cost pressures [2] - Consumers often blame brands for discrepancies in price protection across channels, viewing it as unequal treatment, which can damage brand perception [2] - Price protection is evolving from a mere marketing tactic to a critical test of a brand's ability to achieve price coordination and service integration across online and offline channels [2][3]