双 11 价格迷局：有用户被“杀熟”，有商家称让利并盈利

Core Insights - Consumers reported issues during this year's Double 11 shopping event, including pre-sale prices being higher than direct purchase prices, frequent price fluctuations, and complex discount mechanisms [1][2][3] Pricing Issues - Many consumers experienced situations where the total price of pre-sale items exceeded the direct purchase price, leading to complaints about the effectiveness of paying deposits [1][3] - The phenomenon of "algorithmic price discrimination" emerged, with consumers noticing significant price differences for the same product based on timing and user profiles [2][3] - A specific case highlighted a consumer who found that the price of a humidifier fluctuated from 1522 yuan to 1691 yuan within an hour, indicating a lack of price stability during the event [3] Consumer Experience - Consumers expressed frustration over the complexity of promotional rules, including the use of limited-time coupons and the risk of missing out on additional discounts or gifts if they attempted to cancel and reorder [4][6] - Reports indicated that some products were priced higher during Double 11 compared to regular prices, raising questions about the transparency of pricing mechanisms [5][6] Merchant Strategies - Merchants claimed that Double 11 prices were the lowest of the year, with some offering refunds for price differences [7][8] - There was a shift in merchant focus from maximizing sales volume to ensuring profitability after discounts and promotions [8][9] Market Trends - The perception of Double 11 as a unique low-price event has diminished due to the prevalence of regular promotions throughout the year, leading to more discerning consumer behavior [9] - Consumers are increasingly prioritizing product quality and are less tolerant of complex pricing strategies, indicating a shift in market dynamics [9]