平台竞争，不能“薅商户羊毛”（金台视线）

Core Viewpoint - The platform economy, as a vital part of the digital economy, is facing challenges where merchants report unfair practices by platforms, such as forced subsidies and unreasonable rules, which harm both merchant interests and industry health [1][2]. Merchant Complaints - Merchants have reported being forced into subsidy programs without prior notice, leading to situations where they must provide discounts that reduce their profits below cost [2][3]. - Specific examples include a merchant who discovered he was unknowingly participating in a subsidy program, resulting in significant financial losses [2]. - Another merchant faced pressure to choose between platforms, indicating a "choose one" scenario that could violate antitrust laws [4]. Regulatory Environment - The National Market Regulatory Administration has been drafting guidelines to address these issues, with a focus on fair practices in the food delivery sector [4][10]. - Previous actions against platforms for monopolistic behavior highlight ongoing regulatory scrutiny, with calls for compliance with e-commerce laws [10]. Industry Practices - Some platforms employ tactics that indirectly force merchants into unfavorable agreements, such as requiring exclusive contracts that limit competition [4][5]. - The existence of "price adjustment assistants" on platforms allows for unilateral changes to merchant pricing without consent, raising concerns about transparency and fairness [5][10]. Flow Anxiety and Competition - Merchants experience "flow anxiety," feeling pressured to invest heavily in advertising and promotions to remain competitive, which can lead to reduced product quality [7][8]. - The competitive landscape is skewed, where larger merchants can outspend smaller ones on advertising, creating an uneven playing field [8][9]. Recommendations for Improvement - Experts suggest that platforms need to enhance rules and innovate regulations to create a healthier market environment, focusing on fair treatment of merchants [9][10]. - Proposed measures include establishing mechanisms for merchant representation and feedback, as well as creating a more transparent system for flow distribution [12].