“烧钱抢量的粗放模式走到头了”——电商投流费用从模糊到“明牌”，撬动行业深层变革

Core Insights - The article discusses the transformation in the e-commerce industry regarding advertising expenses, emphasizing that the previous model of "burning money for volume" is no longer sustainable [1][3] - New regulations from the National Market Supervision Administration clarify the definition of commercial advertising, bringing transparency to advertising costs and requiring companies to categorize their spending accordingly [1][2] Group 1: Regulatory Changes - The new regulations shift the treatment of advertising expenses from full cost deduction to limited deduction based on advertising fees, impacting companies' taxable profits if they exceed the limits [2] - Companies that previously relied on high-intensity advertising to expand rapidly, particularly in the beauty sector, face significant adjustments as their advertising costs could exceed 30% of revenue under the new rules [2][3] Group 2: Impact on Businesses - Small and medium-sized apparel businesses, which operate on thin margins, are particularly vulnerable to the new regulations, as their financial stability may be tested [2] - Companies that categorized advertising expenses as "technical service fees" will need to adjust their financial accounting and compliance strategies due to the reclassification of these costs [2][3] Group 3: Platform Adjustments - E-commerce platforms are adapting by redesigning advertising products to provide clearer cost breakdowns, helping businesses categorize expenses in compliance with the new regulations [4] - The integration of compliance checks within algorithm systems is anticipated to become standard, enhancing transparency and accountability in advertising practices [4][5] Group 4: Future Directions - The regulatory changes are part of a broader shift towards more refined governance of the digital economy, aiming to address issues like inflated advertising costs and unfair competition [6] - Companies are encouraged to transition from a focus on short-term gains to building capabilities and establishing data-driven decision-making frameworks that prioritize customer retention and cost recovery [6]