Sou Hu Cai Jing·2025-10-25 08:45Core Viewpoint - The annual "Double 11" shopping festival has intensified, with major e-commerce platforms like Taobao, JD.com, and Douyin ramping up promotional strategies, but there are emerging concerns regarding these practices [1] Group 1: JD.com's New Pricing Restrictions - JD.com has introduced new operational requirements during the "Double 11" period, limiting brands' cross-platform marketing activities, including prohibiting the use of terms suggesting lower prices [2][4] - Brands are reportedly under pressure to comply with JD.com's pricing constraints due to their high dependency on the platform for sales, with some brands having over 50% of their sales coming from JD.com [4][5] - JD.com has established a monitoring team to oversee pricing across platforms, imposing severe penalties for non-compliance, which can reach millions, with fines of up to 5 million for a single product [6] Group 2: Industry Reactions and Implications - Industry insiders suggest that JD.com's actions are a defensive strategy in response to changing e-commerce dynamics, particularly as live streaming and short video sales channels gain traction and divert users from JD.com [6][8] - The pricing restrictions primarily affect brands in the consumer goods and 3C electronics sectors, indicating JD.com's focus on maintaining its competitive edge in these areas [7][8] - Experts warn that these pricing restrictions may raise concerns about price monopoly and unfair competition, potentially attracting regulatory scrutiny in the future [11]