Handling the registration of market entities according to law is conducive to the qualification confirmation and rights protection of e-commerce operators. Article 9 of the E-commerce Law stipulates: "E-commerce operators mentioned in this Law refer to natural persons, legal persons and unincorporated organizations engaged in business activities of selling goods or providing services through information networks such as the Internet, including e-commerce platform operators, operators within platforms and e-commerce operators selling goods or providing services through self-built websites and other network services." This definition includes new formats and models such as bicycle sharing and WeChat business into the category of e-commerce operators. Prior to this, the legitimacy and legal status of WeChat business and other new e-commerce business entities had been in doubt, which obviously restricted the development of this kind of e-commerce business model: manufacturers were unwilling to hand over their products to WeChat business for sale, and the administrative department was unwilling to approve the application for business license of WeChat business, which greatly restricted the development of this kind of new e-commerce business activities and the expansion of its business scale. On the other hand, before the introduction of the E-commerce Law, the subjects engaged in e-commerce business with unclear legal status may be silenced, blocked or deleted when the network users think that their actions constitute infringement and notify the corresponding network service providers. But they can't defend themselves according to their legal business qualifications. It can be seen that registering as a market subject to obtain the qualification of e-commerce operators is a right endowed by law and a legal endorsement of the legitimate rights and interests that legal and standardized e-commerce operators should enjoy. Accordingly, e-commerce operators registered as market subjects according to law can realize the confirmation of subject qualifications and the protection of business rights and interests.
Handling the registration of market entities according to law is conducive to eliminating the "lemon market" in the field of e-commerce operation. The requirement of legally registering market entities is to ensure that the counterparty can know the true identity and credit status of the business entities with which it conducts transactions. As a kind of public goods, the spontaneous provision of information by the information subject often leads to the actual supply of information being lower than the optimal level of the market. At this time, it is necessary for legislation to intervene to realize the full supply of information and correct the information asymmetry between the two parties to the transaction. In the field of e-commerce, the lack of identity and credit information of e-commerce operators will lead to the formation of a "lemon market" where "bad money drives out good money". On the one hand, dishonest e-commerce operators are faced with the problems of low illegal cost and common short-term speculation. They use the blank of legal system to avoid fulfilling the obligations of sellers, which leads to serious problems such as poor product quality and difficult protection of consumer safety. On the other hand, the negative impact of the behavior of illegal e-commerce operators on the overall reputation of this group will partly spill over and be borne by law-abiding e-commerce operators, thus leading to the situation that "bad money drives out good money", which will definitely limit the long-term development of this business model in the long run. Requiring e-commerce operators to register market entities according to law is conducive to eliminating all kinds of disadvantages brought by information asymmetry and promoting the establishment of an open, fair and healthy competition order in e-commerce market.
Handling the registration of market entities according to law is conducive to equal treatment of online and offline business activities. The Opinions of General Office of the State Council on Promoting Online and Offline Interaction and Accelerating the Transformation and Upgrading of Business Circulation Innovation pointed out that in recent years, the new generation of information technology such as mobile Internet has accelerated its development, and technology-driven business model innovations have emerged one after another. Online and offline interaction has become one of the most dynamic economic forms, a new way to promote consumption, and a new bright spot in the innovative development of business circulation. Vigorously developing online and offline interaction is of great significance for promoting the transformation of physical stores, promoting the innovation of business models, enhancing the new impetus of economic development, and serving the public for entrepreneurship and innovation. Article 4 of the Electronic Commerce Law stipulates: "The state treats online and offline business activities equally and promotes the integrated development of online and offline. People's governments at all levels and relevant departments shall not adopt discriminatory policies and measures or abuse administrative power to exclude or restrict market competition. " To realize the integrated development of online and offline business activities, we must first ensure the equal treatment of online and offline business activities, and avoid the occurrence of unfair competition or the existence of discriminatory policies leading to improper concentration of business activities offline or online. E-commerce operation is also a market behavior, and it is necessary to abide by market trading rules. E-commerce operators should register market entities as offline operators according to law, reflecting the equal treatment of the two.
Handling the registration of market entities according to law is conducive to e-commerce operators to effectively enjoy relevant national preferential policies. The State Council's "Opinions on Vigorously Developing E-commerce and Accelerating the Cultivation of New Economic Motive Force" stipulates that online business practitioners in industrial and commercial registration enjoy all employment and entrepreneurship support policies on an equal footing. Among them, online entrepreneurs with real-name registration, stable operation and good reputation on the online platform can enjoy small secured loans and discount policies according to regulations. Enterprises engaged in e-commerce activities, which are recognized as high-tech enterprises, enjoy relevant preferential policies for high-tech enterprises according to law, and small and micro enterprises enjoy preferential tax policies according to law. It can be seen that registering market players according to law is the premise for e-commerce operators to enjoy a series of preferential policies of the state. At the same time, the State Council's "Opinions on Vigorously Developing E-commerce and Accelerating the Cultivation of New Economic Motives" also proposes to effectively lower the entry threshold in the field of e-commerce, comprehensively clean up the existing pre-approval items in the field of e-commerce, and cancel all those without legal and regulatory basis. It is strictly forbidden to illegally set up administrative licenses and increase the conditions and procedures for administrative licenses. At the same time, further simplify the registration of registered capital, further promote the transformation from "license before license" to "license before license" in the field of e-commerce, implement the reform plan of registered capital registration system, relax the registration conditions of the main residence of e-commerce market, improve relevant management measures, and reduce taxes and burdens reasonably. The above spirit has also been implemented in the e-commerce law. It can be seen that China is committed to providing relaxed access policies for e-commerce operators and convenient procedures for their registration as market players, which will help e-commerce operators to effectively enjoy relevant national preferential policies and inject vitality into the healthy and orderly development of e-commerce.
The promulgation of e-commerce law is expected to give full play to the leading and promoting role of legislation in e-commerce operation and solve outstanding problems in e-commerce development. E-commerce operators should register market entities according to law, which is a rational choice made by legislators with a view to the long-term development of the industry and after fully weighing the advantages and disadvantages, and will certainly play an indispensable role in promoting the healthy development of e-commerce. E-commerce operators should fully understand the positive significance of this system and work together with consumers and administrative regulators to promote the sustained and healthy development of e-commerce.