Sou Hu Cai Jing·2026-01-15 14:12Core Viewpoint - The article discusses the ongoing price wars in the e-commerce sector and the upcoming regulations in 2026 aimed at curbing unfair practices, suggesting a shift in focus from price competition to product quality and service improvement [1][7]. Group 1: E-commerce Price Wars - E-commerce platforms have been engaged in aggressive price competition, initially promoting "lowest prices" but later resorting to complex discount strategies that confuse consumers [3][5]. - The tactics have included penalties for merchants who do not comply with price competition, leading to a chaotic environment for both consumers and businesses [5][7]. Group 2: Regulatory Changes - New regulations set to take effect in April 2026 will prohibit forced price reductions and the coercion of merchants regarding pricing, aiming to eliminate "dark box operations" in the industry [7][10]. - These regulations are seen as a significant move to protect merchants and restore fair competition in the e-commerce landscape [7][10]. Group 3: Shift in Consumer Preferences - A significant portion of consumers (27.8%) prioritize product quality over low prices, indicating a shift in consumer behavior away from price-centric purchasing [10]. - The previous cycle of price competition has been described as a "vicious cycle," where low margins hinder innovation, and the new regulations are expected to allow businesses to focus on improving products and services instead [10].