提升网络交易平台产品和服务质量

Core Viewpoint - The recent guidelines issued by the State Administration for Market Regulation 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 and Their Impact - The guidelines establish a quality closed-loop system that connects the supply side, operation side, regulatory side, and consumer side, facilitating a shift from "scale expansion" to "quality enhancement" in the platform economy [1]. - The guidelines emphasize the importance of product innovation and standardized services on the supply side, while reinforcing the responsibilities of platforms and operators on the operation side [1][4]. - Regulatory innovations are introduced to enhance efficiency and ensure that violations are effectively addressed, while consumer protection services are optimized to improve shopping confidence [1][3]. Group 2: Key Features of the Guidelines - The guidelines highlight three main characteristics: the use of technology to enhance consumer experience and regulatory precision, a focus on emerging business models like live commerce with specific selection mechanisms and training requirements, and a collaborative governance approach involving multiple stakeholders [2]. - The guidelines encourage platforms to leverage technology for quality monitoring and consumer experience optimization, utilizing big data and artificial intelligence [2][4]. - A collaborative governance model is promoted, involving government oversight, platform accountability, corporate self-regulation, and social supervision [2]. Group 3: Addressing Consumer Concerns - The guidelines propose measures to ensure product authenticity, such as combating counterfeit goods and implementing quality safety verification systems, allowing consumers to purchase with confidence [3][5]. - Improvements in online service standards and after-sales support are emphasized, including the establishment of direct hotlines for elderly consumers [3]. - Mechanisms for rapid issue resolution, such as "preliminary reconciliation" and "one-click evidence submission," are introduced to facilitate consumer rights protection [3]. Group 4: Development and Governance Strategies - The guidelines advocate for activating supply and enhancing quality by supporting platforms in adopting new manufacturing models that align production with consumer demand [4]. - The introduction of a "product digital passport" initiative aims to create a traceability system for quality assurance, allowing consumers to verify product authenticity [4]. - The guidelines call for stringent entry and listing audits for platform enterprises, utilizing digital and AI technologies for daily management and ensuring that credit regulatory data informs platform operations [4][5]. Group 5: Specific Requirements for Stakeholders - For platform operators, the guidelines stress the establishment of comprehensive quality control systems from supplier management to quality traceability and recall processes [5]. - In the context of live commerce, the guidelines recommend the creation of a "quality-first" selection mechanism and enhanced training for hosts, along with a "blacklist" system to ensure high-quality content and products [5].