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 article discusses the high platform fees that e-commerce merchants face, highlighting the need for regulatory guidelines to ensure fair charging practices by platforms [2][4]. Summary by Sections Platform Fees and Merchant Experiences - Merchants report that platform advertising costs can account for over 30% of sales, significantly impacting their profitability [1][3]. - The article cites a merchant named Lingling, who indicates that her store's operational costs have become unsustainable due to high platform fees [1][3]. Regulatory Response - The National Market Regulation Administration has released a draft guideline aimed at regulating platform charging behaviors, which includes 28 specific provisions [1][4]. - The guidelines seek to address various unreasonable charging practices, such as duplicate fees and lack of service for charges incurred [4][6]. Transparency and Compliance - The guidelines emphasize the need for platforms to maintain transparency in their fee structures, including clear public disclosure of charging rules and historical fee changes [4][6]. - Legal experts suggest that the guidelines will indirectly compel platforms to adjust their practices to avoid legal risks, even though they may not have direct punitive power [7]. Future Implementation - The guidelines are currently in a public consultation phase, with plans for formal implementation to enhance compliance and standardization across platforms [5][7]. - Experts advocate for ongoing regulatory oversight and the use of data-driven methods to ensure fair practices in the platform economy [6][7].