Core Insights - The "Double 11" shopping festival this year saw a shift towards quality competition, with a focus on user value rather than just traffic competition, despite a significant number of consumer complaints primarily related to pricing issues [1][2] Group 1: Consumer Complaints - A total of over 13,000 complaints were recorded during the "Double 11" period, with price-related complaints accounting for 85.6% of the total [2] - Common complaints included issues such as "prepaid deposits being more expensive than actual prices," "price increases," and misleading promotional practices by merchants [2] - Consumers expressed frustration over the lack of transparency in promotional rules, leading to confusion during the checkout process [2] Group 2: Emerging Consumer Trends - There was a notable increase in complaints regarding smart technology and virtual goods, with complaints about smart products rising by 72.6% compared to last year, primarily due to discrepancies between advertised features and actual performance [3] - Complaints in the health product category increased by 36.2%, mainly related to issues such as product quality and misleading advertising [3] - Experts suggest that the rise in complaints is not due to technological immaturity but rather due to merchants' exaggerated claims and unclear marketing practices [3]