选择性分销体系下限制网上销售的合法性

The Legality of Restrictions on Internet Sales under Selective Distribution System

选择性分销体系下限制网上销售的规定必然会阻碍市场竞争,不过也有可能因其合法目标而获得豁免。欧盟法院在两个先行裁决中曾通过禁止+豁免原则裁断了限制网上销售的合法性,其问题的关键在于限制网上销售是否属于核心限制,且裁决指出,维护品牌形象是奢侈品和其他高端产品而非一般产品的合法理由。我国也存在选择性分销体系下规定限制网上销售的情况,只是现有立法、执法和司法环境导致这种纵向限制被选择性地忽略了。随着我国反垄断法实施水平的提高和我国电子商务的快速发展,限制网上销售的合法性问题变得不可避免。面对更加复杂的限制网上销售的情况,我国反垄断执法机构和司法机关在判断限制网上销售是否符合反垄断法时,也可参考欧盟法院裁判的思路和方法,根据禁止+豁免原则,构建相对明确的豁免规则,确立以维护品牌形象作为限制网上销售合法理由的具体产品类别。

The restrictions on internet sales under selective distribution system will inevitably hinder market competition,but they may also be exempted because of their legitimate objectives.In European Court of Justice’s preliminary reference,restrictions on internet sales will be prohibited in principle and exempted in exception,and whether they are hardcore restrictions is the key problem.Preserving the brand image of luxury goods,not general product,will justify a restriction of competition.This is also a problem in China,however,the existing circumstance of legislation,law enforcement,and administration result in ignorance of this kind of vertical restriction.With the improvement of the implementation level of anti-monopoly law in China,this issue will be inevitable,and the judgments of the European Court of Justice have some reference meaning to China.