Big data killing is a commercial phenomenon, which refers to the same goods or services, but the prices seen by old customers are much more expensive than those seen by new customers. The emergence of this phenomenon is mainly because enterprises collect a lot of customer information, label customers with various labels through algorithms, and then classify customers with labels, delineate target groups, and lock in targets through price testing and other means, thus achieving high-priced sales to specific customers.

For the phenomenon of big data killing, we can analyze it from the following aspects:

First of all, the emergence of big data killing reflects the wide application of big data in the business field. Through big data analysis, enterprises can more accurately understand customers' needs and consumption habits, thus providing more personalized services. But it may also lead enterprises to abuse data and unfairly price specific customers.

Secondly, the existence of big data killing has caused certain infringement on the rights and interests of consumers. Consumers should enjoy fair and just prices when purchasing goods or services. But the strangulation of big data may lead consumers to pay a higher price, which is undoubtedly a violation of consumers' rights and interests.

Finally, the phenomenon of killing big data should be governed by the rule of law. Use the rule of law thinking and the rule of law to promote governance, grasp the key of consumer rights, and standardize the behavior of killing big data.

Generally speaking, killing big data is an inevitable business phenomenon, but we need to regulate and manage it reasonably to protect the rights and interests of consumers.