Sou Hu Cai Jing·2025-11-06 07:15Core Viewpoint - The article discusses the impact of price control measures implemented by e-commerce platforms, particularly during the "Double Eleven" shopping festival, which restricts merchants' pricing strategies and affects consumer purchasing behavior [1][5][9]. Group 1: E-commerce Platform Dynamics - E-commerce platforms like JD.com are enforcing "lowest price" policies, requiring brands to maintain uniform pricing across platforms, which limits competition and creates challenges for merchants [1][4]. - The "Double Eleven" shopping festival has evolved from a simple discount day to a complex event that significantly influences consumer habits and business operations, becoming the largest shopping festival globally [3][4]. - The current phase of the festival emphasizes brand value and user experience rather than just gross merchandise volume (GMV), reflecting a shift in focus amid regulatory scrutiny [4][8]. Group 2: Merchant Challenges - Merchants face a dilemma due to price constraints imposed by platforms, which can lead to penalties for non-compliance, effectively binding them to platform demands [4][5]. - Many brands are heavily reliant on specific platforms for sales, making it difficult to resist pricing pressures despite potential disagreements [4][6]. - The practice of price control is seen as a "business shackle" that stifles innovation and competitiveness among merchants [4][5]. Group 3: Consumer Impact - Consumers are losing their ability to compare prices effectively, as platforms enforce uniform pricing, leading to a perception that promotional events lack genuine discounts [6][9]. - The homogenization of prices across platforms diminishes the excitement and value traditionally associated with shopping festivals like "Double Eleven" [6][9]. - The article highlights concerns that such practices may violate legal standards regarding fair competition, as established in previous antitrust cases [6][7]. Group 4: Industry Recommendations - Experts advocate for a return to fair competition, urging platforms to allow merchants greater autonomy in pricing and promotional strategies to foster a healthier market environment [7][8]. - Regulatory bodies are encouraged to strengthen enforcement against anti-competitive practices, ensuring that platforms do not impose unfair pricing constraints on merchants [8][9]. - The focus should shift back to enhancing consumer experience and operational efficiency rather than relying on restrictive measures to maintain market share [8][9].