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电商购物节变商家控诉日?中小商家被迫配合平台降价

2017-06-20 17:06:20   北京日报

在阿里、京东酣战“6·18”的前夜,乐视发声明控诉称,两大电商平台强制商家进行价格补贴,扰乱价格体系。不过,乐视很快在第二封声明中称京东并无此行为,将矛头直指阿里。同时,另一女装商家裂帛则向京东发出了类似控诉。商家屡屡发声控诉,让电商购物节变成了商家维权日。

事实上,这场在“6·18”前夜爆发的擦枪走火事件,恰恰就与近日中小商家被迫在天猫、京东之间“二选一”“选边站”,甚至被迫配合平台进行降价等风波直接相关。

根据媒体报道,服饰、家电等品类的商家,京东、天猫都会通过或明示或暗示的“惩罚性”政策促使商家只能在两大平台中二选一。这些惩罚性内容包括,如果参与了一方“6·18”促销活动的主会场,商家会在另一方平台上遭遇灰度显示、搜索限制、活动降权等营销展示、产品推广方面的实质性惩罚。

“根本上是两家平台的利益冲突。”中国电子商务研究中心曹磊认为。根据该中心发布的《2016年网络零售数据监测报告》,去年中国B2C网络零售市场,天猫在市场中的份额占比为57.7%,依然稳居首位,而京东市场份额则以25.4%紧随其后。“特别是天猫老大看着京东这几年的崛起,感觉威胁到了自身利益,两者的掐架就越来越多了。但其实,双方和平台上入驻的商家都需要一个公平的竞争环境。”他说。

对于或明或暗胁迫商家“二选一”一事,曹磊表示,如情况属实,上述行为或涉嫌违反了《反垄断法》和《反不正当竞争法》的规定。此外,早在2015年工商总局便针对电商大促发布《网络商品和服务集中促销活动管理暂行规定》,规定平台不得限制卖家参与另一平台的促销活动,亦即不可实施“二选一”。而对于强迫商家参与活动、强迫降价等行为,也同样违反了相关法律法规。

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