当消费者已经习惯双11大促的周期是一个月甚至更久，就会忘记它曾经只有一天。即使加入了预售，至少在2020年之前，包括它的发起者阿里巴巴在内， 所有参与其中的电商平台及其背后的公司，都只统计11月11日当天的成交额。 天猫的官方微博，记录了每一年双11大促数据直播大屏最终定格的数字。它们连同那些以秒、分钟、小时划分的重要节点，被写进一条又一条快讯，经过 新闻客户端推送到用户眼前，让后者更加直观地感受到，他们的订单共同缔造了一桩多么大的生意。 如今，不再披露成交额的双11大促总是从10月开始。2025年，它和十一假期连在一起，从10月9日到11月14日——平台起点各有不同，但终点基本一致。 有赖于过去十几年的肌肉记忆，这场大戏拉开帷幕之前，可能出现的多数情节已经被平台、商家、用户牢记于心。不过，再熟悉的场景也仍然会翻出新的 花样，不可能让所有人满意。 满减还是立减，永远有人不满意 "今年双11，淘宝为什么没有满300减50了？"这是一位用户发在小红书上的疑问。评论区有多位用户表达了类似的感受："我也一直在等着呢，怎么还没有 啊！" 从满减到立减，是淘宝天猫在这个双11做出的改变之一。基于官方立减15%的玩法，参与 ...

Core Insights - The article highlights significant consumer dissatisfaction with the shopping experience during the Double Eleven sales event on Taobao and Tmall, particularly regarding the unexpected changes in discount mechanisms and pricing strategies [2][26][31] Group 1: Consumer Experience Issues - Many consumers reported that the "limited-time subsidy" and "Tao coins" activities were abruptly stopped, leading to price increases on items that had not yet been paid for, resulting in a wave of returns [2][5] - Users experienced confusion with the new manual selection process for discounts, which was not clearly communicated, causing them to miss out on available coupons and pay more than expected [3][6][9] - The 9% discount coupons were found to have limitations that consumers were unaware of, leading to further dissatisfaction as they could not apply the discounts as anticipated [6][8] Group 2: Pricing and Promotional Strategies - There were reports of price increases prior to the sales event, with some products being sold at higher prices during the Double Eleven than they were previously [16][29] - Consumers noted discrepancies in promotional offers, such as different coupon values for new and existing users, which led to feelings of unfair treatment [9][20] - The promotional strategies employed by merchants, including raising prices before discounts, have been labeled as "common practice," contributing to consumer frustration [16][29] Group 3: Platform and Merchant Dynamics - The article suggests a disconnect between the platform's promotional strategies and consumer expectations, with the platform's focus on user engagement and transaction volume potentially undermining the shopping experience [28][29] - Merchants are seen to exploit the platform's promotional events to maximize their profits, often at the expense of consumer satisfaction [29][31] - The article indicates that the loyalty of consumers, who are typically engaged and knowledgeable about the platform's rules, is being tested due to the negative shopping experience this year [31][33]