Core Viewpoint - The introduction of a new national standard for food delivery platforms aims to regulate service management, enhance service quality, and alleviate the operational burden on merchants while promoting fair competition among platforms [4][5]. Group 1: Regulatory Framework - The draft standard, titled "Basic Requirements for Food Delivery Platform Service Management," has been publicly solicited for opinions, focusing on key issues such as platform fees and promotional activities [3][4]. - The standard is managed by the National Platform Economy Governance Standardization Technical Committee, with contributions from various organizations including the China Standardization Research Institute [4][6]. Group 2: Key Issues Addressed - The draft addresses significant issues in the food delivery industry, including "involution" competition, opaque and unreasonable platform fees, "ghost deliveries," and insufficient protection for delivery personnel [4][6]. - Specific requirements for fee management are outlined, mandating platforms to standardize fee items, publicly disclose fee information, and conduct compliance audits [6]. Group 3: Enhancements for Stakeholders - The draft emphasizes the need for platforms to ensure transparent promotional activities and fair pricing rules to maintain market order [6]. - It proposes systematic requirements for platforms regarding merchant management, including establishing standardized entry mechanisms and rigorous qualification audits [6][7]. - Delivery personnel's rights are highlighted, with requirements for fair income, working hours, and career development, promoting a sustainable rights protection mechanism [6][7]. Group 4: Operational Insights - The standard aims to integrate various regulatory requirements related to food safety, fair competition, and labor rights, optimizing the ecosystem of the food delivery industry [7]. - It provides actionable guidelines for food delivery platforms to transition from a unidimensional compliance focus to a multidimensional management optimization approach [7]. - The establishment of this standard is expected to enhance consumer trust and improve the overall image of the industry [7].

Core Viewpoint - The draft of the "Basic Requirements for Delivery Platform Service Management" aims to regulate service management, enhance service quality, reduce merchant operational burdens, and guide orderly competition among platforms [1][12]. Summary by Relevant Sections Platform Fees and Charges - The draft specifies that delivery platforms must limit the charging items to merchants and cannot arbitrarily introduce new fees, enhancing transparency in fee disclosure [1][5]. - Platforms are required to set reasonable technical service fees, delivery service fees, and promotional service fees, with a focus on reducing basic commissions, especially for small and micro merchants [3][12]. Price Promotion Behavior - The draft aims to regulate price promotion behaviors to curb coercive competition and excessive price wars, prohibiting platforms from forcing merchants to share promotional costs [5][12]. Food Safety and Service Quality - The draft addresses issues like "ghost restaurants" and "order overload," proposing systematic requirements for merchant entry and information verification to ensure food safety [6][8]. - It introduces a "order control prompt" mechanism to manage the risk of "order overload," ensuring a better consumer experience [8][10]. Delivery Personnel Rights - The draft focuses on the rights of delivery personnel, including fair compensation, working hours, and social security, establishing a mechanism for fair pay that matches workload [11][12]. - It mandates platforms to limit delivery personnel's working hours and provide fatigue alerts for those working over four consecutive hours [11]. Market Regulation and Competition - The introduction of the new standards marks a significant upgrade in the regulation of the delivery industry, promoting a balanced ecosystem among platforms, merchants, delivery personnel, and consumers [12]. - The delivery market in China has grown to approximately 1.2 trillion yuan, with 545 million online food delivery users, highlighting the importance of regulation and sustainable development in this sector [12].

Core Viewpoint - The draft "Basic Requirements for the Management of Takeaway Platform Services" aims to regulate platform fees, promotional behaviors, and enhance service quality while reducing the operational burden on merchants and guiding orderly competition among platforms [1][5][11]. Summary by Sections Platform Fees and Charges - The draft specifies that takeaway platforms must limit the charging items to merchants and cannot arbitrarily introduce new fees, enhancing transparency in fee disclosure [1][5]. - It emphasizes the need for platforms to set reasonable service fees and to gradually lower basic commissions, especially for small and micro businesses [3][10]. Promotional Behavior - The draft aims to regulate pricing promotions to curb coercive competition and excessive price wars, prohibiting platforms from forcing merchants to share promotional costs [5][11]. - It also restricts platforms from mandating or indirectly compelling merchants to engage in price promotions [5][11]. Merchant Qualification and Food Safety - The draft introduces stringent requirements for merchant qualifications, including the need for real licenses and store scene information, to prevent "ghost restaurants" from operating [7][10]. - It addresses the issue of "order overload" where merchants cannot handle peak orders, proposing a "order control prompt" mechanism to mitigate risks [9][10]. Delivery Personnel Rights - The draft focuses on ensuring fair compensation and rest rights for delivery personnel, advocating for a compensation mechanism that matches their workload and limiting their working hours to prevent health risks [10][12]. - It suggests that platforms should issue fatigue alerts for delivery personnel who work continuously for over four hours [10]. Industry Regulation and Market Health - The introduction of the new standards marks a significant upgrade in the regulation of the takeaway industry, promoting a balanced ecosystem among platforms, merchants, delivery personnel, and consumers [11][12]. - The takeaway market in China has grown to approximately 1.2 trillion yuan, with 545 million online takeaway users, highlighting the importance of regulation for sustainable development [11][12].

在外卖销售供应链中，平台往往起着决定性作用。外卖"新规"应当将平台作为监管重点。因为管住 了平台，也就管住了整个外卖业。从这个角度看，平台的算法、管理等，均应纳入"新规"，以便加大他 们的履职力度，推动外卖业高质量发展。 针对外卖配送员权益保障，外卖"新规"聚焦配送员劳动报酬、工作时间和社会保障等方面，保障配 送员合理收入与休息权。平台合理设置与配送员工作任务、劳动强度相匹配的劳动报酬分配机制，合理 限定配送员的接单时长和单日接单量上限，避免配送员超时劳动、过度劳累引发健康和安全风险，是外 卖业可持续发展的应有之义。 商家和配送员是外卖行业的主体，经历多、体会深，在外卖"新规"公开征求意见阶段，不妨采取集 中座谈、意见征集等更加灵活多样的方式，充分听取他们的意见与建议，让"新规"更完善、更可行，重 塑一个安全有序的行业新生态。 市场监管总局组织起草的《外卖平台服务管理基本要求（征求意见稿）》（下称外卖"新规"），9 月24日起正式面向社会公开征求意见。征求意见稿聚焦平台收费、促销行为等重点问题，帮助外卖平台 企业规范服务管理、提升服务质量，减轻商户经营负担，引导平台企业公开有序竞争。 这份外卖"新规"，被寄予 ...

Core Points - The introduction of the "Basic Requirements for the Management of Takeaway Platform Services (Draft for Comments)" marks a new era of regulatory standards for the takeaway industry, focusing on food safety, merchant operational burdens, and rider rights protection [1][6] - The draft aims to address public concerns and inject new vitality into the takeaway industry through precise regulations [1][6] Food Safety - The draft establishes a comprehensive protection system for food safety, requiring merchants to submit valid business licenses and real-time location videos to ensure authenticity [2][6] - A new "order control prompt" mechanism is introduced to monitor merchant order capacity in real-time, preventing overload during peak times and ensuring food safety [2][6] Balancing Stakeholder Rights - The draft provides systematic solutions for rider rights, including fair compensation, work hours, and career development, ensuring riders receive appropriate recognition and rewards [3][6] - It addresses merchant rights by prohibiting platforms from transferring promotional costs to merchants and ensuring merchants retain promotional autonomy [3][6] Cost Transparency and Burden Reduction - The draft mandates clear disclosure of platform fees and prohibits the transfer of promotional costs to merchants or riders, aiming to alleviate financial burdens on small and medium-sized merchants [4][6] - It establishes a closed-loop management system for fee transparency, ensuring merchants are informed about applicable fees and costs [4][6] Regulatory Framework - The draft signifies a shift to refined governance in takeaway platform regulation, aligning with existing laws such as the E-commerce Law and the Anti-Unfair Competition Law [5][6] - It emphasizes the need for multi-departmental collaboration for effective implementation of the new regulations [6] Operational Order - The draft prohibits platforms from forcing merchants into promotions and aims to curb abusive subsidy practices, shifting competition focus from "traffic battles" to "service upgrades" [7][6] - It introduces innovative algorithm governance, requiring transparency in algorithm mechanisms and incorporating safety factors like weather and traffic into order distribution [7][6]

今年的"外卖大战"成为全民参与的活动，热闹背后，潜藏着诸多问题——平台收费如何计算， 成了一笔"糊涂账"；平台"烧钱"内卷，成本转嫁到商户身上；热门店铺是否真实，是否存 在"幽灵门店"；配送员的配送时间，被系统算法锁死…… 市场监管总局组织起草的《外卖平台服务管理基本要求（征求意见稿）》（以下简称《要 求》），今日起（24日）正式面向社会公开征求意见。困扰外卖行业已久的核心痛点，如今有 望迎来统一的解决标准。 文件有四方面亮点：明确收费规则以保障商户权益；厘清促销责任并叫停"内卷"；引入一镜到 底视频严审商户核资质，守护公众"舌尖上的安全"；首次在国家层面提出限制配送员接单时 长、优化算法，系统性保障其基本劳动权益。 商户减负：平台抽成、收费透明化 平台收费项目多、计算规则复杂，是许多外卖商户特别是中小商户的痛点。《要求》的亮点之 一，就是对平台收费进行了细致规范。 文件明确，平台面向商户的收费项目主要限于三类： 技术服务费、配送服务费和推广服务 费。 且不能随意变更或新设收费项目，这从源头上遏制了平台通过创造新收费项目来增加商 户负担的可能性。 值得注意的是，文件要求平台持续、显著地公示所有收费规则，甚至将 ...

Core Viewpoint - The introduction of a new national standard for food delivery platforms aims to regulate service management, enhance service quality, and address issues such as "involution" competition and transparency in platform fees [1][2][4]. Group 1: Regulatory Framework - The State Administration for Market Regulation has drafted the "Basic Requirements for Food Delivery Platform Service Management (Draft for Comments)" to standardize service management practices [1]. - The draft focuses on key issues such as "involution" competition, opaque and unreasonable platform fees, "ghost deliveries," and insufficient protection for delivery personnel [1][2]. Group 2: Fee and Promotion Management - The draft proposes specific requirements for fee management, including the need for platforms to standardize fee items, publicly disclose fee information, and conduct compliance audits [2]. - It also addresses "involution" competition by establishing requirements for price promotion management, ensuring promotional activities are transparent and rules are fair [2]. Group 3: Merchant and Delivery Personnel Management - The draft outlines systematic requirements for platforms regarding merchant management, emphasizing the establishment of a standardized admission mechanism and strict qualification audits for merchants [2]. - It focuses on protecting delivery personnel's rights, including social security, fair wages, working hours, and career development, promoting a sustainable rights protection mechanism [2][3]. Group 4: Overall Service Management Requirements - The draft sets overall requirements for platforms to operate legally, protect legal rights of all parties, maintain fair competition, fulfill social responsibilities, and promote multi-party governance [3]. - It emphasizes the need for coordination among various stakeholders in the food delivery industry, filling gaps in existing standards regarding stakeholder relationship management [3]. Group 5: Industry Impact - The development of a new national standard is expected to address societal concerns, promote a fair, orderly, and sustainable industry landscape, and enhance consumer trust and the overall image of the industry [4].

（原标题：杜绝"幽灵外卖"，新规拟强制商户录视频证"真身"） 21世纪经济报道 见习记者叶红梅 今年的"外卖大战"成为全民参与的活动，热闹背后，潜藏着诸多问题——平台收费如何计算，成了一 笔"糊涂账"；平台"烧钱"内卷，成本转嫁到商户身上；热门店铺是否真实，是否存在"幽灵门店"；配送 员的配送时间，被系统算法锁死…… 市场监管总局组织起草的《外卖平台服务管理基本要求（征求意见稿）》（以下简称《要求》），今日 起（24日）正式面向社会公开征求意见。困扰外卖行业已久的核心痛点，如今有望迎来统一的解决标 准。 根据《要求》，在这三项收费内容中，推广服务费的透明度也进一步提升。文件要求平台保障推广服务 规则通俗易懂，并公示推广服务包含的所有工具和具体类目，以及每种流量推广工具、广告服务的具体 计费标准和计费所依据的指标。平台还将免费为商户提供评估推广服务效果的工具和真实信息，包括但 不限于推广点击量、推广点击转化率、推广投资回报率等。如此一来，商户投在推广上的每一笔投入， 都能清晰看到转化效果几何。 并且，文件还列举了九类明确禁止的"不合理收费"情形。其中，"因非商户原因取消订单仍收费""收取 推广服务费但未实际提供 ...

Core Viewpoint - The draft "Basic Requirements for the Management of Delivery Platform Services" aims to regulate service management, enhance service quality, reduce merchant operational burdens, and guide orderly competition among delivery platforms [1] Group 1: Food Safety - The draft addresses issues like "ghost deliveries" and "order overload" by proposing systematic requirements for merchant entry and information verification to ensure food safety [2] - "Ghost deliveries" refer to merchants operating without valid licenses or permits, posing food safety risks; the draft mandates merchants to provide authentic documentation and undergo dynamic audits by platforms [2] - The "order overload" phenomenon, where merchants are overwhelmed during peak order times, is addressed by introducing a "order acceptance control prompt" mechanism to mitigate risks [2] Group 2: Pricing and Promotion Regulation - The draft focuses on regulating pricing and promotional behaviors of platforms and merchants to curb "bundled" competition and excessive price wars [3] - Platforms charging base fees must disclose applicable conditions, fee standards, and amounts; promotional costs should be borne by the platform, not passed onto merchants or delivery personnel [3] - Promotional activities must adhere to reasonable limits, ensuring that actual transaction prices do not drop to zero or negative, which would disrupt market order [3] - Transparency in platform fees is expected to improve, allowing clearer distribution of interests among consumers, merchants, delivery personnel, and platforms [3] Group 3: Delivery Personnel Rights - The draft emphasizes the protection of delivery personnel's rights regarding remuneration, working hours, and social security [4] - It proposes a remuneration distribution mechanism that aligns with the workload and intensity of delivery tasks [4] - Platforms should limit delivery personnel's working hours to prevent health and safety risks, with fatigue alerts for those working over four consecutive hours [4] - Reasonable caps on simultaneous and daily order volumes are recommended to manage delivery personnel's workload effectively [4]

Core Insights - The long-term competition among platforms is expected to enhance social welfare, despite short-term disruptions to some businesses [1] - The "delivery battle" has increased rider incomes and created more job opportunities, with a reported 30% rise in rider dispatch volume [1] - Instant retail is emerging as the next strategic focus for e-commerce platforms, with subsidies playing a crucial role in user habit formation and data accumulation [2] Group 1: Impact on Employment and Business Dynamics - The increase in demand for delivery services has led to a significant rise in hiring for various roles, including short-term positions in tea, fresh goods, and chain restaurants [1] - The essence of food delivery is to reduce traditional restaurant rental costs, allowing businesses to sell more without incurring additional rent [3] - The profitability of businesses in the food delivery sector largely depends on the proportion of rental costs in their total expenses, particularly in major urban areas where rent can account for 30% to 40% of total costs [3] Group 2: Market Competition and Challenges - Healthy market competition can drive efficiency and expand social welfare, as seen in the consumption upgrade and job creation resulting from the "delivery battle" [4] - However, there are concerns about irrational competition leading to resource misallocation and inflated user loyalty [4] - The "subsidy battle" is reshaping the current pricing structure, favoring businesses that can absorb restructuring costs, while higher-cost specialty shops may face challenges [5][6]