If what bothers consumers with the "double 11" a few years ago is that "a meal is as fierce as a tiger, but it is 25 cents cheaper." recently, the China Consumer Association said that the "double 11" price of some goods may be the most expensive expression of the year. It further opened up the strange routine of unscrupulous businesses using activities to forge low-price information and harvest consumers. China Consumer Association recently issued an article to tease out six points for attention to remind consumers. In recent years, almost every year the Consumer Association and the local Consumer Association will issue similar consumption tips during this period. Every year, many netizens on the Internet complain that merchants use the tricks of "rising first and then falling" and fancy "buy and give". But why are there still so many tricks? The "double 11" campaign, which began in 2009, initially won recognition because it gave consumers real concessions, attracted passenger flow, and achieved a "win-win" for businesses and consumers. However, in recent years, the "double 11", pre-sale, red packets, full reduction, coupons and other processes are becoming more and more cumbersome, the rules are becoming more and more complex, and the consumer experience is getting worse and worse. The problem reflects that there are still some problems in the consumer service of the platform and merchants. If always "routines outweigh benefits", it will not only increase the burden on consumers, but also lose users, and the loss outweighs the gain. To deal with the chaos of sales promotion, bottom-up supervision is the main means to regulate the market, and the role of supervision can not be absent. The interim provisions on standardizing sales Promotion has been implemented since December 1, 2020. Relevant functional departments are also taking action to actively accept consumer complaints, strengthen platform management and control, so that the routine of "preferential treatment changes at will" disappears, so that "rising first and then falling" will not work. As far as consumers are concerned, the rules of the game of "double 11" are in the hands of platforms and merchants., Therefore, if you want to get real benefits, consumers really have to do their homework in advance, so that they have a good idea, and must not blindly follow the trend and place orders. Especially for price-sensitive consumers, taking into account the complex design of some promotion rules, multi-platform price differences, the more need to be careful, in the face of the "discount storm" to open their eyes. It needs to be emphasized that "more routines" is a worry for the growth of Internet consumption. If businesses want to eventually keep loyal customers, they need to show more sincerity, rather than twirling around in the routine. After more than ten years, the "double 11" activity has become the weather vane of Chinese people's consumption willingness and preference. According to the pre-sale data of a certain platform, the top three categories of pre-sale orders this year are computer machines, large household appliances and mobile phones, reflecting the transformation and upgrading of China's consumption structure. There is still a large market space for Internet consumption in China.