整治平台乱收费：商家减负，平台增效

Core Viewpoint - The article discusses the recent regulatory guidelines issued by the State Administration for Market Regulation in China, aimed at standardizing the fee structures imposed by e-commerce platforms on merchants, addressing issues such as high advertising costs and hidden commissions [1]. Group 1: Regulatory Changes - The new guidelines, titled "Compliance Guidelines for Charging Behavior of Online Trading Platforms (Draft for Comments)," aim to regulate various fees charged to merchants, including traffic promotion fees, deposits, commissions, and other common charges [1]. - The guidelines outline eight prohibited behaviors, such as double charging, cost shifting, and mandatory promotional cost sharing, intending to alleviate the financial burden on millions of merchants [1]. Group 2: Industry Context - The article highlights the current challenges faced by small and medium-sized merchants on e-commerce platforms, where they often have to allocate a significant portion of their sales revenue (at least 30 yuan for every 100 yuan in sales) to pay for platform advertising [1]. - It reflects a broader trend in the e-commerce industry, where high operational costs and aggressive pricing strategies have led to ongoing disputes regarding platform fees and merchant profitability [1].