Group 1 - The core idea of the articles revolves around the evolution of consumer behavior driven by platforms like Douyin, where content creation and emotional engagement play a crucial role in influencing purchasing decisions [1][2][3] - The concept of "睿美氪" (Remake) represents a shift from standardized consumption to personalized expression, highlighting the importance of aesthetic experience and emotional resonance in driving consumer choices [2][3] - Douyin's 618 shopping festival showcased the effectiveness of leveraging user-generated content and influencer marketing to create new fashion trends and enhance brand visibility [2][10] Group 2 - The integration of entertainment elements into product promotion, such as vlogs and short dramas, has transformed traditional marketing into immersive content experiences that resonate with consumers [5][6][8] - The use of relatable themes in content, such as self-care and workplace challenges, has successfully engaged audiences and fostered emotional connections with brands [4][8] - Douyin's offline events, like the "汽水音乐Chill派对," have expanded the reach of brand engagement, allowing for direct interaction with consumers in a lively atmosphere [12][13] Group 3 - The strategy of celebrity endorsements in live streaming has proven to be a powerful tool for driving immediate sales and enhancing brand recognition [14][15] - The presence of celebrities in live streams not only boosts real-time sales but also contributes to long-term brand loyalty and consumer trust [17][18] - Douyin's marketing model emphasizes a closed-loop system of "content, experience, consumption," which enhances user engagement and fosters a more interactive shopping environment [19]

Core Viewpoint - The incident involves consumers purchasing a robotic vacuum cleaner at significantly discounted prices during a promotional event, only to have their orders canceled by the merchant citing a "system bug" as the reason for the price discrepancy [1][12]. Group 1: Consumer Experience - Consumers reported purchasing the Roborock P20 Ultra vacuum cleaner at prices ranging from 1,172 yuan to 2,696 yuan during a live-streaming event hosted by Li Jiaqi, with many orders subsequently canceled by the merchant [1][11]. - One consumer, identified as Ms. Qiao, experienced a delay in the shipment of her lower-priced order, which was later canceled, while her higher-priced order was fulfilled [2][12]. - A group of over 400 consumers formed a rights protection group, sharing experiences of order cancellations and expressing concerns over the merchant's integrity [9][11]. Group 2: Merchant and Platform Response - The merchant attributed the order cancellations to a "system bug," while consumers received varying compensation, including refunds and platform vouchers [12]. - Stone Technology, the parent company, stated that the issue was due to a system error but did not provide a clear resolution for affected consumers [12]. - Legal experts suggest that the merchant may be in breach of contract for unilaterally canceling orders, and both the platform and the live-streaming team may share responsibility for not verifying promotional claims [13]. Group 3: Legal Implications - Legal analysis indicates that consumers may have grounds for collective lawsuits against the merchant for breach of contract or fraud, and they can report the merchant for false advertising [13]. - The platform's acceptance of the merchant's compensation plan without enforcing fulfillment of orders raises questions about its oversight responsibilities [13].