转售价格维持应对展厅现象论析

Anti-monopoly law explanation to solving the showrooming phenomenon through resale price maintenance

展厅现象给实体销售商带来了巨大的冲击。生产商通常以转售价格维持来应对展厅现象,但转售价格维持有可能被认定为违反了反垄断法,除非其成为违法认定中的豁免理由。事实上,生产商应对展厅现象,除了转售价格维持外还可采取多种手段。搭便车行为不只是单向发生的,且价格差也不是展厅现象产生的唯一原因。应对展厅现象不能成为转售价格维持的正当理由,转售价格维持也不能构成反垄断法上的豁免理由。因此,以转售价格维持来应对展厅现象的行为应认定为违法行为。

The showrooming as a new kind of free-riding behavior has caused a huge impact on the interests of entity sellers.In order to solve the problem of showrooming,producers usually respond with resale price maintenance,but may be found to violate the Anti-monopoly Law unless resolving the showrooming phenomenon becomes the justification or exemption in the illegal identification of resale price maintenance.In fact,in the face of the showrooming phenomenon,producers can use a variety of means to deal with it in addition to resale price maintenance.Free-riding is not just one way and price differences are not the only reason for showrooming.Solving the showrooming phenomenon cannot be a legitimate reason to maintain resale price.In addition,the solution to the showrooming phenomenon is not in line with the exemption reasons of Article 15of the Anti-monopoly Law.Therefore,the resale price maintenance to solve the showrooming should be declared illegal.