新华解码|提升网络交易平台产品和服务质量 市场监管总局等部门部署这些新举措

Core Viewpoint - The new guidelines issued by the Market Regulation Administration aim to enhance the quality of products and services on online trading platforms, addressing issues such as product authenticity, service standardization, and consumer rights protection, thereby promoting sustainable development of the platform economy [1][2]. Group 1: New Measures - The guidelines establish a quality closed-loop system connecting supply, operation, regulation, and consumption, shifting the platform economy focus from "scale expansion" to "quality improvement" [1]. - Emphasis is placed on product innovation and service standardization at the supply end, while the operational end strengthens the responsibilities of platforms and operators for quality control [1]. - Regulatory innovations are introduced to enhance effectiveness, ensuring that violations are effectively addressed, and consumer rights protection is optimized [1]. Group 2: Key Features - The guidelines highlight three notable characteristics: 1. Technological empowerment, supporting platforms in using technology to enhance consumer experience and improve regulatory precision through big data and AI [2]. 2. Focus on emerging business models, particularly live commerce, with specific mechanisms for product selection, training requirements, and a "blacklist" system to ensure quality and safety [2]. 3. Strengthened collaborative governance, involving multiple stakeholders such as platforms, industry associations, and consumer organizations to create a comprehensive regulatory framework [2]. Group 3: Addressing Consumer Concerns - The guidelines propose measures to ensure product authenticity by cracking down on counterfeit goods and implementing quality safety verification systems, allowing consumers to shop with confidence [3]. - Improvements in online service standards and after-sales support are emphasized, including dedicated hotlines for elderly consumers and mechanisms for quick resolution of issues [3]. - The dual approach of development and governance aims to transform online trading platforms from "large quantity" to "high quality" [3]. Group 4: Governance and Regulation - Introduction of a "product digital passport" initiative to enhance quality safety verification and traceability, allowing consumers to verify product authenticity [4]. - Development of a national quality safety monitoring and early warning platform to proactively manage risks rather than reactively address violations [4]. - A comprehensive quality management strategy is outlined, focusing on different requirements for platforms, operators, and live commerce to collectively enhance product and service quality [4]. Group 5: Requirements for Platforms and Operators - Platforms are required to enforce strict entry and listing audits, utilizing digital and AI technologies for daily management and incorporating credit regulatory data into their operational decisions [5]. - Operators are encouraged to establish comprehensive quality control systems from supplier management to quality traceability and recall processes [5]. - For live commerce, guidelines suggest creating a "quality first" product selection mechanism and enhancing the quality training of hosts, alongside establishing a blacklist system [5].