Many netizens look forward to the double 11 every year, and so is this year. However, the routine of some platforms and businesses that "flowers are becoming more and more attractive" can not help but make people feel that "complex rules are difficult to break the 'last payer'" and "they don't deserve the 'double 11' without some mathematical olympiad skills". Recently, a media survey found that on the double 11 this year, "businesses first raise prices and then lower prices, and finally the discounted goods are more expensive than the original", "it is said that it is full reduction, the current shopping can't be used, and you have to wait until the next shopping to get a discount" and other problems still exist, and various preferential rules make people very "tired". The old double eleven routine has not gone, but a new routine has been added, and many routines have become more and more hidden, more and more deceptive and misleading. Whether it is making up the original price, rising first and then falling, falsely publicizing "low price" or "lowest price", misleading consumers with the price of accessories, or bringing the advance payment into the category of "deposit", hiding preferential channels, playing the word game of "buy one get one free", merchants unilaterally explain, limit the scope, time and mode of use of coupons, and "bypass" consumers with complex preferential rules, It makes consumers feel helpless. These routines generally lower consumers' consumption experience, infringe on consumers' rights and interests, disrupt the market order of double 11 and damage the market reputation of double 11. In fact, many of them touch the double bottom line of integrity and law. Double eleven was dubbed "online shopping festival", which attracted extensive participation of businesses and consumers, and pushed e-commerce transactions to a climax with a record huge transaction volume every year. Double eleven has become a banner and an engine of the e-commerce market and a very important part of consumers' consumption life. The market environment of "double 11" is related to consumers' consumption quality, confidence and enthusiasm, and the development environment of the whole e-commerce market. During the double 11, maintaining market order, purifying market environment and protecting market reputation has become a common demand of consumers, which is also in line with the needs of the healthy development of e-commerce market and the performance needs of market supervision. In recent years, the market supervision department and China Consumer Association have put forward rights protection requirements to e-commerce platforms and businesses before the double 11, and issued consumption tips or warnings to consumers. These measures have played a certain role in standardizing business marketing behavior, guiding consumers' rational consumption and safe consumption. On this basis, consumers also need to take more effective governance actions from regulatory rights protection departments and e-commerce platforms. Double eleven can be regarded as a barometer of the e-commerce market. The market environment of double eleven is quite representative. The period of double eleven is also an active period and a concentrated outbreak period of various illegal and infringement problems. Market supervision departments, consumer protection organizations and e-commerce platforms should start from the routine chaos of "double 11", find out the marketing problems and infringement laws in e-commerce transactions, improve and improve the supervision mechanism and improve the ability of supervision and governance. First, conduct a comprehensive investigation of marketing routines and traps according to law, pull out the "positive list" and "negative list" of promotion, and ensure the simplicity, integrity and transparency of promotion. For illegal and infringing routines, we should not only warn businesses and consumers, but also file a case for investigation and punishment, and take it seriously. Second, improve the promotion price supervision mechanism, draw the "e-commerce price trend chart", realize the historical price mark of commodity trading, provide consumers with price comparison convenience and choice convenience, and protect consumers' right to know, fair transaction and supervision. Third, unblock the channels for complaints and reports, and seriously accept and deal with each consumer complaint and report. Excavate regulatory clues for the complaint and report information. If the complaint and report of consumers are true, the illegal and infringing businesses shall be held accountable while solving consumption disputes and safeguarding consumers' rights and interests. The reputation management system of the e-commerce platform and the credit information system of the market subject of government departments should be jointly punished for dishonesty, until the merchants are pulled into the market blacklist, so that the merchants can pay the legal cost and dishonesty cost, so as to release the functions of punishment, deterrence, education and Prevention, force the merchants to enhance the bottom line awareness and standardize the marketing behavior. Consumers also have a double 11 without routines and traps. Now we should make up our mind to press the "governance key". (Xinhua News Agency)