市监总局新规《网络交易指南》亮剑 平台“乱收费”乱象能否刹车？

Core Viewpoint - The newly implemented "Guidelines for Compliance of Charging Behavior on Online Trading Platforms" aims to regulate the charging behaviors of online platforms, addressing issues of excessive fees and unfair practices that hinder the development of small and medium-sized enterprises [1][20]. Summary by Sections 1. Key Prohibitions in the Guidelines - The guidelines prohibit eight types of unreasonable charging behaviors, including repeated charging for the same service, charging without providing corresponding services, and transferring costs that should be borne by the platform to merchants [3][8]. - Specific prohibitions include: - Repeated charging for the same service at different stages [8]. - Charging without adequate service provision [7]. - Transferring platform costs to merchants, such as delivery personnel's social security fees [7][9]. - Charging for basic operational data that should be provided for free [7][9]. - Forcing merchants to participate in promotional activities [9]. - Price discrimination among merchants under similar conditions [9]. 2. Transparency Requirements - The guidelines establish four major transparency requirements to enhance the clarity of charging practices: - Continuous public disclosure of all charging items, rules, and standards on the platform's homepage [11][12]. - A mandatory seven-day public consultation period before any changes to charging rules [11][12]. - Retention of historical versions of charging rules for three years for reference [11][12]. - Clear disclosure of marketing fees and their calculation methods [11][12]. 3. Impact on Platform Economics - The guidelines are expected to reshape the relationship between platforms and merchants, shifting from a "traffic-first" approach to a "value-first" model [14][20]. - Platforms will face pressure to adjust their profit models, as seen in the case of Meituan, where commission income is significant but often includes hidden fees that can exceed 30% for merchants [14][15]. - The guidelines encourage platforms to provide more favorable terms for small and medium-sized merchants, potentially reducing their operational costs [16][20]. 4. Challenges and Future Outlook - Despite the positive implications, challenges remain in enforcing the guidelines, as platforms may find ways to circumvent regulations through rebranding fees or adjusting pricing structures [21][22]. - The effectiveness of the guidelines will depend on the regulatory authorities' ability to enforce compliance and the platforms' willingness to adapt to the new rules [21][24]. - The guidelines represent a significant step towards a more equitable market environment, aiming to stabilize the income of nearly 200 million flexible workers and prevent severe social conflicts [20][27].