Qi Lu Wan Bao·2025-10-27 02:05Core Viewpoint - JD.com has implemented new operational requirements for brands during the "Double 11" shopping festival, restricting them from offering discounts or promotions on other platforms, which raises concerns about consumer rights and merchant autonomy [1][2][3] Group 1: JD.com's New Policies - JD.com has prohibited brands from issuing coupons, conducting lotteries, or using terms like "discount" during live broadcasts on platforms like Douyin, with severe penalties for non-compliance [1] - The company has established a monitoring team to oversee pricing on other e-commerce platforms, imposing fines that can reach millions or even tens of millions if prices are lower than those on JD.com [1][3] Group 2: Impact on Merchants and Consumers - Industry experts argue that JD.com's actions effectively limit merchants' ability to operate freely on other platforms, undermining their rights and potentially harming consumer interests [1][2] - The enforcement of high penalties for pricing discrepancies may resemble a form of "choose one" behavior, similar to past accusations against Alibaba for unfair competition [2] Group 3: Regulatory Environment - The Chinese government has intensified scrutiny of platform economies, urging compliance with e-commerce laws and promoting fair competition among platforms [3] - The recent regulatory discussions emphasize the need for platforms to engage in rational competition and create a win-win ecosystem for consumers, merchants, and delivery personnel [3]