双11低价新套路，忙晕商家，气死用户

Core Insights - The 2024 Double 11 shopping festival has reignited the price comparison trend in the e-commerce industry, with platforms engaging in aggressive price competition and introducing automatic price adjustment features [3][5] - The introduction of platform-funded coupons has complicated pricing strategies for merchants, leading to increased operational pressure and potential brand devaluation [4][6] - Merchants are now required to constantly monitor and adjust prices across multiple platforms to maintain competitive pricing and avoid brand erosion [7][12] Pricing Dynamics - The emergence of platform-funded coupons has shifted the burden of discounting from merchants to platforms, complicating price control for merchants [4][5] - Price differences arising from platform promotions can lead to higher return rates, as consumers are quick to compare prices and seek refunds [10][12] - The competitive landscape has evolved, with merchants now focusing on maintaining profit margins rather than solely competing on price [13][16] Operational Challenges - E-commerce operators are experiencing heightened stress due to the extended promotional periods and complex discount structures, leading to a constant need for price recalibration [6][7] - Merchants report difficulties in managing price uniformity across platforms, often resulting in conflicts with platform representatives [6][11] - The introduction of AI tools has provided some operational efficiencies, but also intensified price competition, potentially increasing return rates [9][10] Consumer Behavior - Consumers are increasingly sensitive to price discrepancies, leading to higher return rates when they perceive they have overpaid [10][12] - The perception of being overcharged can lead to significant operational costs for merchants, including increased shipping and packaging expenses [12][15] - The trend of consumers returning items due to price differences highlights the importance of effective pricing strategies in retaining customer loyalty [12][16] Strategic Shifts - Merchants are shifting their focus from aggressive discounting to cost control and strategic pricing, aiming to enhance profitability amidst a challenging market environment [13][16] - The competitive landscape is moving towards a model where precision in pricing and operational efficiency are prioritized over sheer volume of sales [16][17] - Companies are exploring innovative marketing strategies, including influencer partnerships and targeted promotions, to drive sales while managing costs [14][15]