Core Viewpoint - The article discusses the potential antitrust implications of certain e-commerce platforms imposing price constraints on merchants, particularly during the "Double Eleven" shopping festival in 2025, which may constitute a form of "soft choice" behavior that restricts competition and harms consumer interests [2][3][4]. Group 1: Market Dominance and Antitrust Concerns - Platforms are reportedly enforcing rules that prevent merchants from offering lower prices on competing platforms, with penalties reaching up to 5 million yuan for non-compliance, indicating a significant market power [2]. - The determination of whether a platform holds a dominant market position involves assessing its market share, consumer loyalty, and the high switching costs for merchants, which can lead to compliance with the platform's pricing demands despite objections [2][4]. - The behavior of platforms may be classified as "soft choice," which, while not traditional exclusive trading, effectively limits merchants' pricing autonomy on other channels [3][4]. Group 2: Impact on Competition and Consumer Rights - The imposition of pricing restrictions by platforms undermines fair competition among platforms, shifting the focus from service quality and user experience to mere price competition, which can stifle market vitality [5]. - Consumers are indirectly affected as they are deprived of the opportunity to enjoy lower prices on other platforms, limiting their choice and potentially leading to a failure of the market price mechanism [5]. - The use of "soft choice" tactics in a competitive environment can have significant repercussions for all merchants and consumers, ultimately disrupting the healthy ecosystem of the e-commerce industry [5].