Core Viewpoint - The article discusses the implications of price constraints imposed by e-commerce platforms on their merchants, particularly in the context of the upcoming "Double Eleven" shopping festival, emphasizing the need for legal compliance and fair treatment of all parties involved in the platform ecosystem [2][8]. Group 1: Price Constraints and Legal Implications - E-commerce platforms, such as JD.com, have reportedly enforced price constraints on brands, requiring them to maintain the lowest prices on their platform compared to other sales channels [2][3]. - This practice has sparked controversy and raises legal questions regarding its classification as "two-choice" behavior, which restricts merchants' ability to sell on other platforms [3][4]. - Platforms with market dominance face severe penalties under China's Anti-Monopoly Law for such practices, with past cases resulting in fines exceeding 18 billion [3][4]. Group 2: Economic and Competitive Concerns - Price constraints can lead to reduced competition and potentially harm consumer welfare by creating a scenario where prices are universally high rather than competitive [7][8]. - The article argues that even platforms without market dominance must adhere to the Electronic Commerce Law, which prohibits unreasonable restrictions on merchants, regardless of the platform's size [7][8]. Group 3: Fair Treatment and Sustainable Development - The article emphasizes the importance of respecting the interests of all parties in the platform ecosystem, including platforms, merchants, and consumers, to ensure sustainable development [1][8]. - The upcoming "Double Eleven" event should not compromise legal and ethical standards, as compliance is essential for maximizing social welfare and maintaining a healthy competitive environment [8].