【财经分析】规范平台价格行为 《互联网平台价格行为规则》划定合规底线

Core Viewpoint - The introduction of the "Internet Platform Pricing Behavior Rules" aims to address new pricing issues arising from the rapid development of the platform economy, establishing clear compliance boundaries for pricing behavior [1][2]. Group 1: Objectives of the Rules - The primary goal is to establish a healthy pricing competition order and promote the standardized development of the industry, prohibiting unfair competition practices such as predatory pricing and price collusion [2]. - The rules aim to tackle urgent issues like "big data killing familiarity," where platforms charge different prices to different users based on consumption data, and the forced price reductions imposed on merchants by platforms [2][4]. Group 2: Key Provisions - The rules include significant provisions that are expected to change the traditional interaction model between platforms, merchants, and consumers. For instance, it prohibits platforms from forcing merchants to lower prices or restricting cross-platform pricing [4]. - It specifically bans "big data killing familiarity," requiring platforms to disclose pricing rules, thus enhancing price transparency for consumers [4]. - Consumer rights protection is reinforced, mandating clear notifications for automatic renewals and password-free payments, which will compel platforms to improve user experience [4]. Group 3: Regulatory Approach - The rules emphasize the establishment of a normalized pricing regulatory mechanism, marking a significant shift in platform economic governance towards continuous and stable oversight [6]. - The approach suggests that governance should not only focus on post-event penalties but also on preemptive warnings and real-time guidance, leveraging technology to enhance regulatory efficiency [6][7]. - The Chinese model of governance is noted for its emphasis on embedding rules into daily operations, aiming to reduce uncertainty and lower compliance and operational costs for platforms [6][7].