Channel competition should respect consumers ' rights and interests

This year 315, online shopping has become the hardest hit by consumer rights complaints, especially on the Internet to buy luxury goods can not enjoy after-sales service. This is a long time between the electric business and brand-makers of the focus of the intensification of the embodiment of the network shopping rights in the loopholes gradually highlighted. In the game of the channel, the consumers ' rights and interests became the victim of innocence.

For traditional brands, the implementation of different regions, different agency levels of channels and prices for the difference between management is a long-standing habit, but the emergence of online sales platform to disrupt this habit. Due to the transparent nature of the Internet, the geographical limits of commodity prices have been breached. At the same time, the network shopping platform by itself far below the traditional channels of operation and management costs, so that the price advantage of goods more obvious to the traditional brand of the offline channel has caused a heavy blow. Therefore, more and more brand dealers to the electric business enterprise unauthorized sales to denounce, or even to ban.

From the legal point of view, if the electric enterprises do sell counterfeit products, it is not only related to consumer fraud, but also to brand trademark infringement, is no doubt illegal. However, if the electrical business enterprise sales of products are authentic, only without authorization, so strictly speaking, the brand does not have the right to investigate the legal liability of the enterprise. In this case, helpless brands can only take other measures to combat online sales, such as online sales of products do not provide the national UNPROFOR and after-sales service, so that online and offline channels of the dispute spread to the innocent consumers.

However, under current regulations, the scope of consumer protection of their rights is somewhat narrow. Only when the product does exist quality problems, or in the product legal three packs of obligations, consumers have the right to require the brand to perform the corresponding service, the brand can not be purchased by consumers through the internet to refuse to return the warranty. In addition, consumers want to not provide after-sales service to the brand to complain or prosecute, it is difficult to find the relevant legal basis. This is a legal blind area, so that consumers often suffer from the protection of the rights without a door.

In the face of the loopholes in online shopping, the Ministry of Commerce is making "network retail management Regulations" to make regulations for the whole network purchasing industry. However, in order to effectively solve the problem of consumer network to buy luxury goods facing the after-sales service and other issues, but also need to expand the scope of the legal three packs to further clarify the legal responsibility of the electric business and brand, so that consumers online purchase rights, according to the law, there is evidence to follow.

Both the traditional brand and the emerging electric enterprises should understand that the pursuit of business breakthroughs, is the consumer. If consumers ' rights and interests are not respected, they will be subject to the development of the whole online shopping market. Although traditional brands may temporarily strengthen the management of agents and other measures to combat online sales, but the trend of E-commerce has been unable to stop.

Now brands need to gradually change the concept, change the price system and management methods to adapt to the Internet and e-commerce, rather than blindly suppress this channel. Similarly, for the electric business, although can through overseas purchasing and other methods to solve the problem of supply, but the informal way after all, can not let the supply of stable protection, but also to try to negotiate with the brand to solve the licensing problem. Only online and offline channels to achieve healthy development, reasonable competition, in order to let consumers online shopping rights no longer in the "gap between survival."