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].

Core Viewpoint - The recently released "Guidelines for Compliance with Charging Behavior of Online Trading Platforms" aims to establish fair trading practices between platforms and operators by clarifying the relationship between fees and services provided [1][2][3] Group 1: Key Regulations - Platforms are prohibited from abusing their rule-making authority to impose unreasonable charges, ensuring that fee structures are clear and understandable, with strict limitations on deposit collections [1] - The guidelines require platforms to solicit feedback from operators when modifying fee-related agreements, promoting a more balanced negotiation of interests [2] - Platforms must not engage in discriminatory pricing based on information asymmetry, ensuring that all operators are treated equally under the same trading conditions [2] Group 2: Fair Trading Principles - Platforms are not allowed to force operators into transactions by linking traffic distribution to participation in promotional activities, emphasizing voluntary participation [3] - The guidelines aim to foster a stable charging environment that enhances operator confidence and encourages long-term business development, ultimately benefiting both platforms and operators [3]