Core Viewpoint - The article discusses consumer complaints regarding pricing issues during the Double Eleven shopping festival, highlighting that pre-sale prices can exceed direct purchase prices, leading to confusion and dissatisfaction among shoppers [1][2][3]. Pricing Issues - Consumers have reported that the total price of pre-sale items is higher than the direct purchase price, with complaints focusing on price fluctuations and complex discount mechanisms [2][3]. - The phenomenon of "algorithmic price discrimination" has emerged, where different users see different prices for the same product, and prices can change rapidly, sometimes within minutes [2][3]. Consumer Experiences - A consumer named Cheng Li found that the price of a humidifier he intended to buy fluctuated significantly during the Double Eleven period, ultimately leading him to miss a lower price [3][4]. - Another consumer, Liu Yu, experienced similar issues, noting that the promotional rules were more complex this year, making it challenging to secure the best deals [4]. Market Dynamics - Some merchants claim that Double Eleven prices are the lowest of the year, with strategies focused on thin profit margins and high sales volume [8][9]. - The competitive landscape is shifting, with merchants now prioritizing profitability over sheer sales volume during the Double Eleven event [8][9]. Consumer Sentiment - There is a growing consumer demand for genuine low prices, with shoppers becoming increasingly aware of pricing tactics and expressing fatigue over complex promotional rules [9]. - The perception of Double Eleven as a unique low-price event is diminishing due to the prevalence of regular promotions throughout the year [9].

Core Viewpoint - The article discusses consumer complaints regarding pricing strategies during the Double 11 shopping festival, highlighting issues such as pre-sale prices exceeding direct purchase prices and the prevalence of "algorithmic price discrimination" [3][5][7]. Pricing Issues - Consumers have reported that pre-sale prices for certain products are higher than the prices available for direct purchase, leading to dissatisfaction [5][7]. - The phenomenon of "algorithmic price discrimination" is prevalent, with consumers noticing significant price fluctuations within short time frames, sometimes seeing price increases of up to 200 yuan for items in their shopping carts [5][6]. - A specific case is mentioned where a consumer found that the total price of a humidifier, including a deposit, was 1753.92 yuan, while the direct purchase price fluctuated from 1522 yuan to 1691 yuan within an hour [6][7]. Consumer Experience - Many consumers expressed frustration over the complexity of promotional mechanisms, including the use of limited-time coupons and the challenge of maximizing discounts [7][8]. - A survey indicated that consumers are increasingly facing higher prices during the Double 11 event compared to regular prices, with some products being more expensive than their historical prices [8][9]. Merchant Responses - Merchants claim that Double 11 prices are the lowest of the year, with some stating they will refund any price differences reported by consumers [11][12]. - Merchants are shifting their focus from maximizing sales volume to ensuring profitability after discounts and promotional costs [12][13]. Market Trends - The article notes a shift in consumer behavior, with a growing demand for quality and sensitivity to pricing, leading to a more rational approach to purchasing [13][14]. - The perception of Double 11 as a unique low-price event is diminishing due to the increase in regular promotional activities throughout the year [14].

Core Insights - Consumers reported issues during this year's Double 11 shopping event, including pre-sale prices being higher than direct purchase prices, frequent price fluctuations, and complex discount mechanisms [1][2][3] Pricing Issues - Many consumers experienced situations where the total price of pre-sale items exceeded the direct purchase price, leading to complaints about the effectiveness of paying deposits [1][3] - The phenomenon of "algorithmic price discrimination" emerged, with consumers noticing significant price differences for the same product based on timing and user profiles [2][3] - A specific case highlighted a consumer who found that the price of a humidifier fluctuated from 1522 yuan to 1691 yuan within an hour, indicating a lack of price stability during the event [3] Consumer Experience - Consumers expressed frustration over the complexity of promotional rules, including the use of limited-time coupons and the risk of missing out on additional discounts or gifts if they attempted to cancel and reorder [4][6] - Reports indicated that some products were priced higher during Double 11 compared to regular prices, raising questions about the transparency of pricing mechanisms [5][6] Merchant Strategies - Merchants claimed that Double 11 prices were the lowest of the year, with some offering refunds for price differences [7][8] - There was a shift in merchant focus from maximizing sales volume to ensuring profitability after discounts and promotions [8][9] Market Trends - The perception of Double 11 as a unique low-price event has diminished due to the prevalence of regular promotions throughout the year, leading to more discerning consumer behavior [9] - Consumers are increasingly prioritizing product quality and are less tolerant of complex pricing strategies, indicating a shift in market dynamics [9]

Core Viewpoint - The "Double 11" shopping festival has transformed into a complex pricing environment, leading to consumer distrust and complaints about price manipulation and opaque discount mechanisms [1][2][4]. Pricing Mechanisms - The use of layered discount mechanisms, such as deposit inflation, store discounts, platform coupons, and membership discounts, complicates price comparisons for consumers, making it difficult to determine the actual price [2][5]. - Sudden changes in pricing, such as the abrupt cessation of subsidies, have resulted in price increases, which can be seen as a form of price fraud [2][4]. Consumer Rights - The ongoing pricing issues infringe upon consumers' rights to know and engage in fair trading, as they are often left with non-optimal prices due to the lack of transparency [2][3]. - The phenomenon of "algorithmic price discrimination," where different prices are offered to new and existing users based on their browsing and purchasing history, has been widely reported and is difficult for consumers to detect [3][5]. Regulatory Environment - The newly revised Anti-Unfair Competition Law, effective from October 15, aims to address pricing irregularities by explicitly prohibiting practices like false evaluations and algorithmic price discrimination [4][6]. - However, challenges remain in enforcing these laws due to technical barriers in evidence collection and the ambiguity of new pricing behaviors [5][6]. Recommendations for Improvement - Experts suggest establishing a "blacklist" system to penalize businesses that repeatedly engage in price fraud, thereby enhancing market integrity [6]. - There is a call for increased consumer education on common pricing traps and the simplification of the complaint process to empower consumers in protecting their rights [6].

Core Insights - The 2025 Double Eleven shopping festival has set a record for the longest duration, lasting 37 days from October 9 to November 14, with platforms like Tmall, JD, Douyin, and Xiaohongshu reporting significant sales growth and user engagement [1][2] Group 1: Pricing Issues - Pre-sale prices have been reported to exceed current market prices, leading to consumer complaints about being misled. For example, a consumer found that a pre-sale item cost 308 yuan while the same item was available for 291 yuan in stock [4] - Consumers are facing challenges with price adjustments during the return process, where some merchants require customers to pay the price difference if they wish to exchange a product purchased at a discount [6][7] - Dynamic pricing strategies employed by e-commerce platforms have resulted in significant price fluctuations, with some consumers experiencing price increases shortly after adding items to their carts [12] Group 2: Consumer Rights and Protections - Consumers are advised to be aware of their rights regarding pre-sale deposits, as some merchants refuse to refund deposits under various circumstances, which has become a common complaint [22][23] - The importance of maintaining sufficient evidence for consumer rights protection is emphasized, as many consumers struggle to prove their claims due to a lack of documentation [26][27][30] Group 3: Promotional Tactics - The complexity of promotional rules has led consumers to engage in extensive calculations to maximize discounts, often resulting in confusion and unintended higher costs [14][18] - The phenomenon of "algorithmic price discrimination" has emerged, where different users are shown varying prices for the same product based on their browsing history and purchasing behavior [12][13] Group 4: After-Sales Service - Issues with after-sales service for promotional gifts have been highlighted, where consumers face difficulties in obtaining support for damaged gifts, as merchants often require the return of the main product [9][11] - The lack of proper after-sales service for promotional items is a growing concern, with consumers encouraged to assert their rights regarding the quality of gifts received [10][11] Group 5: Market Trends - The rise of private domain e-commerce has introduced new challenges, particularly for older consumers who may be more susceptible to misleading marketing tactics in live-stream shopping environments [19][21]