Core Insights - The evolution of the Double 11 shopping festival has shifted from a single day event to a month-long promotion, with significant changes in discount strategies and consumer behavior [1][4][16] - The simplification of discount rules, such as moving from "spend 300 get 50 off" to direct discounts, aims to enhance user experience but has led to mixed reactions among consumers [2][4][5] - The competitive landscape among e-commerce platforms remains intense, with strategies like "price matching" and "exclusive deals" creating a complex environment for both consumers and merchants [9][12] Summary by Sections Evolution of Double 11 - The Double 11 shopping festival has transformed from a one-day event to a month-long promotion, starting from October and running until mid-November [1] - The festival's structure has changed, with platforms no longer disclosing total sales figures for the event, reflecting a shift in marketing strategy [1] Discount Strategies - This year's Double 11 saw a shift from traditional discount methods to a more straightforward "official discount" of 15%, allowing consumers to receive direct price reductions without needing to meet minimum spending thresholds [4] - Some consumers expressed dissatisfaction with the removal of familiar discount structures, indicating a preference for the previous "spend and save" model [2][4] Consumer Behavior - Users reported confusion regarding the application of various discounts and coupons, leading to a perception of inconsistent pricing across different purchasing methods [5][7] - The introduction of dynamic discounting mechanisms, such as fluctuating "Tao Coins" and time-limited coupons, has added complexity to the purchasing process [7][8] Competitive Landscape - E-commerce platforms are actively competing on price, with strategies like "live price matching" and exclusive promotional offers to attract consumers [9][12] - Merchants are navigating a challenging environment where maintaining price consistency across platforms is crucial, yet difficult due to competitive pressures [11][12] Market Trends - The overall sentiment towards the Double 11 event has become more subdued, as consumers are exposed to frequent promotional activities throughout the year, diminishing the novelty of the event [16][17] - Merchants are increasingly focusing on aligning their offerings with consumer needs rather than strictly adhering to platform-driven promotional strategies [19]

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]