“价格行为准则”落地，对拼多多有何影响？

林氪12-20

今天三部门联合对外公布了《互联网平台价格行为规则》。通读整个文件，我的第一感受是，这份文件并没有否定低价，反而印证了我在区分两种“全网最低价”中的的观点：反内卷≠反低价。我们要警惕的是“蓄意扭曲的低价”，但绝不应扼杀“技术驱动的低价”。结合《规则》的具体条款，可以看到监管对于“价格战”本身并非是一刀切，而是区分了多种情况：一、保护“效率型低价”1、鼓励平台经营者、平台内经营者创新技术和商业模式，...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251220234837a6bafb29&s=b><strong>林氪</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>今天三部门联合对外公布了《互联网平台价格行为规则》。通读整个文件，我的第一感受是，这份文件并没有否定低价，反而印证了我在区分两种“全网最低价”中的的观点：反内卷≠反低价。我们要警惕的是“蓄意扭曲的低价”，但绝不应扼杀“技术驱动的低价”。结合《规则》的具体条款，可以看到监管对于“价格战”本身并非是一刀切，而是区分了多种情况：一、保护“效率型低价”1、鼓励平台经营者、平台内经营者创新技术和商业模式，...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251220234837a6bafb29&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0650527681.SGD","symbol_name":"Fidelity China Consumer 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Pinduoduo?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PDD":1.91},"content_text":"今天三部门联合对外公布了《互联网平台价格行为规则》。通读整个文件，我的第一感受是，这份文件并没有否定低价，反而印证了我在区分两种“全网最低价”中的的观点：反内卷≠反低价。我们要警惕的是“蓄意扭曲的低价”，但绝不应扼杀“技术驱动的低价”。结合《规则》的具体条款，可以看到监管对于“价格战”本身并非是一刀切，而是区分了多种情况：一、保护“效率型低价”1、鼓励平台经营者、平台内经营者创新技术和商业模式，提升产品和服务质量，惠及广大消费者，并合法获得利润。2、平台经营者的商业模式系对用户长期免费的，且有利于推动创新进步……可以不认定为违反……规定。3、降价处理鲜活商品、季节性商品、积压商品、临期商品等商品，或者有正当理由降价提供服务的除外。二、封杀“霸凌型低价”1、禁止“强制或者变相强制平台内经营者在该平台销售商品或者提供服务不得高于在其他销售渠道的价格”。2、禁止“强制或者变相强制平台内经营者开通自动跟价、自动降价或者类似系统”。3、不得采取“限制流量、搜索降序、算法降权……等措施”对平台内经营者的价格行为进行不合理限制。三、严禁“资本型低价”1、“以排挤竞争对手或者独占市场为目的，以低于成本的价格销售商品……扰乱正常的生产经营秩序”。四、规范“欺诈型低价”1、“不得虚假、夸大宣传补贴金额和力度。”2、禁止“通过虚假折价、减价或者价格比较等方式销售商品”。3、禁止“在消费者不知情的情况下，基于支付意愿……对同一商品……设置不同的价格”。监管合围，所有的套路都已失效。所有平台都必须回到同一起跑线：比拼谁能通过提升系统效率，换取合法的低价。具体到拼多多，正如我之前的观点，它其实一直是一家通过“无限接近市场经济本身的冷酷进化机制”，倒逼商家升级的公司。拼多多的内核有点“天道不仁，以万物为刍狗”的意思，这种极致的理性，冷酷的一面暴露的太彻底，让很多商家破防。为什么？因为在其他平台复杂的活动条款和模糊的规则里，商家失败了可以怪运气不好或玩法太难，但在拼多多这种简单的效率比拼中，输了往往意味着硬实力不行。这就像很多人可以笑着接受别人说自己“不勤快”，但绝难接受别人说自己“不聪明”。但商业本该如此。真正的聪明，不是在那堆复杂的规则里钻漏洞、薅羊毛，而是足够的专注，是心无旁骛地创造差异化价值。这是一种“残酷的公平”。遗憾的是，那些习惯了靠信息差和漏洞生存的人，往往最敌视这种公平。但是时代进步，是需要这种公平的。所以回到问题本身，这份准则对拼多多有何影响？我觉得准则某种程度上，反而肯定了拼多多的一些做法，另外控制行业整体不理性的“价格战”，其实对每个平台也有好处。整体而言，不需要担心太多，之前笼罩在很多人心中，“这是不是要彻底否定低价”，进而拼多多被彻底否定了，这种疑虑可以消散了。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"policyRegulatory","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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