跨境化粧品廠商維持品牌權益之挑戰

Abstract

當今全球化的市場中，假冒、劣質和非授權進口的化粧品泛濫成災，這些商品不僅危害了消費者的利益，也破壞了市場的公正競爭環境。從長遠來看，市場上真假難辨、低價競爭以及劣質品淘汰優質品的現象，對於品牌的權益和持續經營構成了巨大的挑戰。針對這一問題，本研究聚焦於未經授權進口的水貨化粧品，透過質性訪談方法對品牌經營者進行深入訪談。本研究旨在揭示化粧品從進口到上市的整個流通過程中，現行法規對於管理化粧品產生的爭議，以及這些法規如何影響甚至侵害包含智慧財產權在內的品牌權益。研究發現，各國之間化粧品法規標準不同，在優良化粧品GMP制度標準也剛開始建立，化粧品具有非耐久財特性使其不應被視為一般耐久財商品來管理。目前關於跨境進口化粧品的中文標示要求，本應由國外原產國廠商製作或授權再製作，但由於我國化粧品法規的管理要求，卻恐法規仍與各界標準認知尚未健全，讓水貨進口業者在未取得完整資料授權的情況下，就可以製作無管理依據且資料不完整的中文標示，改變了產品實體的最原始狀態、品質認知與價值。這種行為對品牌經營而言，與未獲授權生產假冒商品的行為無異，也將對消費者和品牌權益造成了不可預期的損害。本研究的結論強調了低價非授權商品背後所可能隱藏的風險，並建議對現行化粧品管理法規的疏漏之處進行迅速修正。通過建立一套完善健全的法規制度，不僅能夠更好地保護化粧品品牌的權益和消費者的產品品質安全，也將促進品牌的永續發展和整個行業的健康成長，從而創造一個更加安全、透明和有競爭力的環境。In today’s globalized market, the proliferation of counterfeit, substandard, and unauthorized imported cosmetics has become a major problem, endangering not only consumer interests but also the fair competition environment of the market. In the long run, the difficulty in distinguishing genuine from fake products, low-price competition, and the displacement of quality goods by inferior ones pose significant challenges to brand rights and sustainable operation.Addressing this issue, this study focuses on unauthorized imported cosmetics, employing qualitative interview methods to conduct in-depth discussions with brand operators. The aim is to uncover the controversies arising in the entire distribution process of cosmetics from import to market under the current regulatory framework, and how these regulations affect or even infringe upon brand rights, including intellectual property rights.The study finds that the nature of cosmetics means they should not be treated as conventional durable goods. The current requirement for Chinese labeling of imported cosmetics, which should be produced or authorized by the original manufacturers, has inadvertently provided opportunities for unauthorized merchants to counterfeit these labels without authorization. This action is not only equivalent to the unauthorized production of counterfeit goods, causing significant harm to both consumers and brand rights but also reflects a misunderstanding of parallel import goods and a long-standing neglect of deficiencies in cosmetic regulations, leading to significant gaps in the regulatory framework protecting brand rights.The conclusion of the study highlights the hidden risks behind low-priced unauthorized goods and suggests that the loopholes in the current cosmetics management regulations need to be promptly amended. By establishing a comprehensive and robust regulatory system, not only can the rights of cosmetic brands and the safety of consumer product quality be better protected, but it will also promote sustainable development of brands and healthy growth of the entire industry, thereby creating a more equitable, transparent, and competitive environment.