Group 1 - During the Double Eleven promotion, a controversy arose regarding pre-sale prices, with consumers discovering that the final payment for pre-sale items was higher than the current market price by 50-60 yuan, leading to a significant number of refunds [1][4] - Influential live streamer Li Jiaqi responded to rumors of massive returns, stating that claims of 8 billion yuan in returns were false and attributing the backlash to detractors [1][3] - Analysts suggest that the higher pre-sale prices may be due to the supply chain team's long product lines and early contract signings with brands, which could lead to price discrepancies as the promotion period progresses [3][6] Group 2 - The complexity of the promotional rules and the lack of clear price comparisons have frustrated consumers, who now expect a simpler and more transparent shopping experience [7][8] - The pre-sale system is seen as a way to attract consumers and help manage supply chain logistics, but it has also led to confusion and dissatisfaction among buyers when pre-sale prices exceed regular prices [7][10] - Experts argue that the pre-sale model still holds value for businesses, acting as a "reservoir" to secure orders and forecast production needs, despite the growing consumer skepticism [7][10] Group 3 - The dynamic pricing strategies and complex discount rules during the Double Eleven event have eroded consumer trust in promotional activities [11][15] - Recommendations for brands include establishing real-time price monitoring across platforms, optimizing product bundles, and managing consumer price expectations to maintain price stability [15][16] - The competitive landscape of e-commerce is shifting from price wars to value creation, indicating that simple low-price strategies are no longer sufficient for success [17][18]