今年淘宝天猫背刺了对其最忠诚的一批消费者

Core Insights - The article highlights significant consumer dissatisfaction with the shopping experience during the Double Eleven sales event on Taobao and Tmall, particularly regarding the unexpected changes in discount mechanisms and pricing strategies [2][26][31] Group 1: Consumer Experience Issues - Many consumers reported that the "limited-time subsidy" and "Tao coins" activities were abruptly stopped, leading to price increases on items that had not yet been paid for, resulting in a wave of returns [2][5] - Users experienced confusion with the new manual selection process for discounts, which was not clearly communicated, causing them to miss out on available coupons and pay more than expected [3][6][9] - The 9% discount coupons were found to have limitations that consumers were unaware of, leading to further dissatisfaction as they could not apply the discounts as anticipated [6][8] Group 2: Pricing and Promotional Strategies - There were reports of price increases prior to the sales event, with some products being sold at higher prices during the Double Eleven than they were previously [16][29] - Consumers noted discrepancies in promotional offers, such as different coupon values for new and existing users, which led to feelings of unfair treatment [9][20] - The promotional strategies employed by merchants, including raising prices before discounts, have been labeled as "common practice," contributing to consumer frustration [16][29] Group 3: Platform and Merchant Dynamics - The article suggests a disconnect between the platform's promotional strategies and consumer expectations, with the platform's focus on user engagement and transaction volume potentially undermining the shopping experience [28][29] - Merchants are seen to exploit the platform's promotional events to maximize their profits, often at the expense of consumer satisfaction [29][31] - The article indicates that the loyalty of consumers, who are typically engaged and knowledgeable about the platform's rules, is being tested due to the negative shopping experience this year [31][33]