事关互联网平台价格行为，专家解读来了

Core Viewpoint - The newly released "Internet Platform Pricing Behavior Rules" aims to establish a balanced ecosystem for platform economy by setting clear regulations for platforms, allowing flexibility for merchants, and protecting consumer rights [1][4]. Group 1: Regulation and Implementation - The "Behavior Rules" consist of 7 chapters and 29 articles, focusing on regulating pricing behavior, promoting transparency, and enhancing collaboration among stakeholders [2]. - The rules will take effect on April 10, 2026, providing operators with necessary time for compliance and adjustment [3]. Group 2: Impact on Platforms - The new regulations will impose reasonable constraints on platforms, prohibiting practices such as forced price reductions and "choose one from two" pricing strategies, which previously allowed platforms to gain advantages by squeezing merchant profits [4][5]. - Platforms are required to adopt a more transparent and fair rule system, enhancing service quality to attract merchants and consumers [4]. Group 3: Impact on Merchants - Merchants will gain more autonomy in pricing strategies, allowing them to set prices based on their costs and brand positioning, which can help them move away from price wars and build brand value [5]. - The rules also impose detailed requirements for clear pricing and prohibit deceptive pricing practices, thereby protecting honest merchants and reducing consumer disputes [5][6]. Group 4: Consumer Protection - The new rules provide specific guidelines for consumer protection, addressing issues such as price coercion and misleading pricing practices prevalent in e-commerce platforms [6]. - By prohibiting practices like price discrimination and collusion, the rules aim to restore market pricing dynamics and ensure that discounts benefit consumers [6].