双十一的棺材板上，钉着一枚带血的退款单

Core Insights - The article highlights the complex dynamics of the Double Eleven shopping festival, illustrating how consumers are increasingly frustrated by price manipulation and hidden costs, leading to a shift in purchasing behavior [1][2][4][6][11] Consumer Experience - Consumers are facing significant price fluctuations during Double Eleven, with many experiencing price increases instead of the expected discounts, leading to confusion and frustration [2][4] - The introduction of dynamic pricing systems allows platforms to tailor prices based on user behavior, resulting in different prices for the same product across different users [2][4] - The pre-sale mechanism, intended to help merchants gauge demand, has become a trap for consumers, often resulting in higher final prices than initially advertised [4][6] Merchant Challenges - Merchants are caught in a difficult position, pressured by platforms to offer the lowest prices while managing their own profit margins, leading to a situation where many are operating at a loss during promotional events [6][11] - The requirement for merchants to maintain competitive pricing across multiple platforms creates a challenging environment, forcing them to focus more on managing relationships with platforms rather than on sales [6][11] Shifts in Consumer Behavior - The Z generation is becoming more discerning, with many questioning the validity of Double Eleven discounts and prioritizing genuine needs over impulsive purchases [8][11] - Young consumers are increasingly valuing experiences over material goods, indicating a shift towards a more thoughtful approach to shopping [8][11] Technological Impact - The integration of AI in e-commerce is seen as a double-edged sword, enhancing customer experience while also enabling more sophisticated price discrimination tactics [9][11] - AI tools are being utilized to provide personalized shopping experiences, but they also contribute to the ongoing battle between consumers and platforms regarding pricing strategies [9][11] Future of Double Eleven - The Double Eleven shopping festival is at a crossroads, with both consumers and merchants reevaluating its value amidst changing market dynamics [11][12] - A shift from price competition to value competition is emerging, with platforms and brands focusing on transparency, quality service, and customer experience to sustain long-term growth [11][12]