Core Viewpoint - The sudden termination of the "limited-time subsidy" activity by Taobao has led to a significant backlash from consumers, resulting in a wave of returns and complaints about price discrepancies during the "Double Eleven" shopping event [1][2][4]. Group 1: Consumer Reactions - Many consumers reported that prices of products in live streaming sessions increased by tens to hundreds of yuan after the subsidy was halted, leading to a "return tide" [2][4]. - The hashtag "Double Eleven is not cheaper" trended on social media, with users sharing their experiences and expressing dissatisfaction with Taobao's practices [2][4]. - Some consumers felt misled, claiming that the platform's actions made them feel like "big fools" [2]. Group 2: Live Streamer Responses - Influencers, particularly in Li Jiaqi's live stream, stated that the price changes were due to platform decisions and not the merchants' fault, leading to accusations of the platform shifting blame [2][9]. - Li Jiaqi mentioned that the platform had issued over a thousand orders with limited-time subsidies, indicating that other brands also participated in this promotion [9]. - The platform's representatives clarified that the limited-time subsidies do not support price protection for returns, suggesting that consumers could use the discounts for other purchases instead [9]. Group 3: Pricing Discrepancies - On October 20, a significant number of consumers were waiting to pay their final amounts, only to find that the prices had changed due to the sudden subsidy adjustments [4][10]. - For example, a product that was available for 680 yuan in Li Jiaqi's live stream was found for as low as 600 yuan in another influencer's stream after applying various discounts [10] - The abrupt end of the "Taobao coins" discount activity left many consumers unprepared, especially those who had just canceled pre-orders to take advantage of the new prices [10].