渠道管理与反垄断合规——时尚行业的全球视野

Channel management and anti-monopoly compliance: Global perspective of fashion industry

渠道管理向来存在着反垄断法律项下纵向限制的风险。时尚行业作为一个重视渠道的行业,更需要完善的反垄断合规。作为纵向价格限制的转售价格维持行为,以及纵向非价格限制中的地域或客户限制行为和选择性分销体系,是时尚行业渠道管理中常见的做法,对其在中国和欧盟的规制现状进行了分析,以供时尚企业构建反垄断合规时加以参考。转售价格限制在中国和欧盟的执法机构眼中均接近于本身违法,但中国却在民事诉讼体系中发展出了不同的分析框架,由此造成了转售价格限制在中国的二分法状况。地域限制一直以来是欧盟为推动市场一体化所致力的执法重点,但在中国却尚未产生案例。选择性分销体系在中国也仍然是空白,而在欧盟已经有了成熟的分析框架,以至于在近期发展出了专门针对线上渠道限制分析的Coty案。

The risk of vertical restrictions under the Anti-monopoly Law always exists in channel management.The fashion industry requires more comprehensive anti-monopoly compliance strategy as an industry that values channels.This article analyzes regulations of China and EU on the resale price maintenance as a vertical price restriction as well as the geographic or customer restriction as well as selective distribution systems as vertical non-price restrictions which are common practices in the fashion industry's channel management,in the hope of providing the reference for fashion enterprises to construct anti-monopoly compliance.Resale price restriction is almost illegal per se in the eyes of law enforcement agencies in China and EU,while different analytical frameworks have been developed in the civil litigation system in China,which results in a dichotomy of resale price restriction in China.Geographical restrictions have always been the focus of law enforcement in EU to promote market integration,but there is no such case in China.Selective distribution system is still a blank in China,while there has been a mature analytical framework in the EU so that the Coty case has also been developed recently to analyze online channel restrictions especially.