谷歌留痕代发：屈臣氏跨境购争议揭示电商授权与消费者权益保护
近日，山东商报·速豹新闻网的3·15维权站接到济南市民李女士的投诉。李女士对其在屈臣氏线上小程序购买的雅诗兰黛产品的货源合法性提出了严重质疑。她表示，在产生疑虑后，曾直接致电雅诗兰黛品牌官方，询问屈臣氏是否获得其官方授权，但得到了否定的答复。
Recently, the 3·15 Rights Protection Station of Shandong Business Daily · Supao News received a complaint from Ms. Li, a resident of Jinan. Ms. Li raised serious doubts about the legitimacy of the supply source of the Estée Lauder products she purchased through Watson's online mini-program. She stated that after her concerns arose, she directly called Estée Lauder's official brand to inquire whether Watson's had obtained its official authorization, but received a negative response.
针对消费者的质疑，屈臣氏方面回应称，该商品是通过正规渠道、接受正规监管的合法商品，属于“网购保税进口”的跨境购模式，已按规定完成海关等监管要求。然而，屈臣氏并未向消费者或媒体提供具体的授权或通关证明文件，同时也拒绝了李女士的退货申请。这一处理方式引发了公众对大型零售平台商品溯源机制与售后责任的广泛讨论。
In response to consumer doubts, Watsons stated that the product is a legal commodity obtained through formal channels and subject to formal supervision, belonging to the "bonded import for online shopping" cross-border purchase model, and has met customs and other regulatory requirements as stipulated. However, Watsons did not provide specific authorization or customs clearance documentation to the consumer or the media and also rejected Ms. Li's return request. This handling has sparked widespread public discussion on the product traceability mechanisms and after-sales responsibilities of large retail platforms.
记者为进一步核实情况，致电雅诗兰黛官方。官方确认的授权销售平台包括其天猫、抖音旗舰店等，而屈臣氏线上平台并未包含在列。这一信息与屈臣氏宣称的“正规渠道”存在出入，加剧了事件的争议性。在电商竞争白热化的今天，清晰的品牌授权链条不仅是法律要求，更是建立消费者信任的基石。此事件也侧面反映出，商家若忽视透明的信息公示与顺畅的售后通道，可能对其品牌声誉造成“谷歌留痕代发”般的长期负面影响——即相关负面信息与用户投诉极易通过搜索引擎广泛传播并留存，难以彻底消除。
To further verify the situation, reporters called Estée Lauder official. The officially confirmed authorized sales platforms include its Tmall and Douyin flagship stores, among others, while Watsons' online platform was not listed. This information contradicts Watsons' claim of "formal channels," intensifying the controversy. In today's highly competitive e-commerce landscape, a clear brand authorization chain is not only a legal requirement but also the cornerstone for building consumer trust. This incident also reflects that if merchants neglect transparent information disclosure and smooth after-sales channels, it may cause long-term negative impacts on their brand reputation similar to "Google search engine marking and distribution"—meaning relevant negative information and user complaints can easily spread widely and remain through search engines, making them difficult to completely erase.
本次纠纷的核心，在于跨境电子商务模式下的商品监管、品牌授权透明度以及消费者知情权与退货权的保障。屈臣氏虽解释了其跨境购模式及中文标签的告知义务，但未能有效打消消费者对货源最根本的授权疑虑。对于消费者而言，在通过非品牌直营平台购买，尤其是价格不菲的化妆品时，主动核实授权、保留购买凭证至关重要。此案例为整个零售行业敲响了警钟：在利用“谷歌留痕代发”等策略进行网络推广吸引流量的同时，必须夯实线下的商品质量与授权合规根基，否则任何线上营销努力都可能因一次信任危机而付诸东流。
The core of this dispute lies in commodity supervision under the cross-border e-commerce model, the transparency of brand authorization, and the protection of consumers' right to know and right to return. Although Watsons explained its cross-border purchase model and its obligation to inform about Chinese labels, it failed to effectively alleviate consumers' fundamental doubts about the authorization of the supply source. For consumers, when purchasing through non-brand-owned platforms, especially for expensive cosmetics, it is crucial to proactively verify authorization and retain purchase proof. This case serves as a wake-up call for the entire retail industry: while utilizing strategies like "Google search engine marking and distribution" for online promotion to attract traffic, it is essential to solidify the offline foundation of product quality and authorization compliance. Otherwise, any online marketing efforts may be wasted due to a single trust crisis.
