万亿零售巨头售假？雅诗兰黛起诉沃尔玛

21世纪经济报道02-12

万亿零售沃尔玛居然售假？　　美国时间2月9日，雅诗兰黛在美国加利福尼亚联邦法院对零售巨头沃尔玛提起诉讼，指控其通过官方网站销售假冒的旗下香水及护肤品，涉及Aveda、Clinique（倩碧）、La Mer（海蓝之谜）、Le Labo（勒莱柏）和Tom Ford（汤姆福特）等多个知名品牌。不少中国消费者也在社交平台上吐槽曾在沃尔玛平台和山姆全球购买到疑似假货护肤品。　　雅诗兰黛在起诉书中指控沃尔玛...

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Ford（汤姆福特）等多个知名品牌。不少中国消费者也在社交平台上吐槽曾在沃尔玛平台和山姆全球购买到疑似假货护肤品。　　雅诗兰黛在起诉书中指控沃尔玛...</p>\n\n<a href=\"http://finance.eastmoney.com/a/202602123649319218.html\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0417517546.SGD","symbol_name":"Allianz US Equity Cl AT Acc 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Estee Lauder Sues Walmart","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"WMT":1.94,"EL":1.96},"content_text":"万亿零售沃尔玛居然售假？　　美国时间2月9日，雅诗兰黛在美国加利福尼亚联邦法院对零售巨头沃尔玛提起诉讼，指控其通过官方网站销售假冒的旗下香水及护肤品，涉及Aveda、Clinique（倩碧）、La Mer（海蓝之谜）、Le Labo（勒莱柏）和Tom Ford（汤姆福特）等多个知名品牌。不少中国消费者也在社交平台上吐槽曾在沃尔玛平台和山姆全球购买到疑似假货护肤品。　　雅诗兰黛在起诉书中指控沃尔玛存在商标侵权、销售假冒商品及虚假产地标识等行为，利用雅诗兰黛商标进行搜索引擎优化以吸引流量并从中获利。诉状指出，沃尔玛网站上在售的部分产品，其品牌标识与雅诗兰黛旗下产品完全相同、基本无区别或极易造成消费者混淆，具体包括Aveda发刷、Clinique面霜、La Mer乳液及保湿霜、Le Labo和Tom Ford香水等。　　雅诗兰黛方面表示，已购买并测试部分疑似假冒产品，确认这些产品并非由其公司生产，同时指控沃尔玛对网站在售产品的真实性监管严重不足，明知其网站存在假冒商品，却未采取足够措施审核在售商品的真伪，放任假冒产品流通。这家美妆企业要求沃尔玛支付未明确具体金额的经济赔偿，并请求法院下达禁令，禁止沃尔玛销售上述涉嫌假冒的产品。　　针对此次诉讼，沃尔玛发言人回应称，公司对假冒产品持零容忍态度，将在收到法院传票后依法作出适当回应。截至记者发稿时，雅诗兰黛方面暂未回应记者的求证事宜。　　中国消费者吐槽疑似买到假货　　总部位于纽约的雅诗兰黛，其香水业务在 Z 世代消费者追捧，Le Labo、Tom Ford等品牌的背景下持续增长，正是此诉讼中提及的主要品牌。2026财年第二季度雅诗兰黛集团整体业绩表现强劲，净销售额增长 6%，达到42 亿美元，在本季度实现1.62亿美元盈利，较去年同期扭亏为盈。强势增长的背后，正是护肤品和香水业务的核心支撑。护肤品业务在总销售额中占比最高。在La Mer、雅诗兰黛及 The Ordinary 品牌的拉动下，该品类有机净销售额增长 6%。香水业务实现相近增幅，同样上涨 6%，主要由Le Labo，Tom Ford等品牌带动。　　这些品牌均为高客单价、轻奢或高端定位的美妆香氛品牌，依靠正品品质、成分、体验支撑价格。但假冒产品以低价在其他渠道流通，会直接分流目标客群，抢占正品销售额。如若出现质量问题，还会让多年建立的品牌溢价快速缩水。一些消费者也分享到之前的购买经历，“之前在山姆买过一次全球购海蓝之谜，包装很松垮”“之前买的一瓶小棕瓶，涂了脸痒过敏”。　　同时，也有消费者提到曾在沃尔玛以低于专柜或官方旗舰店的价格购买到相同商品，“我这一瓶雅诗兰黛眼霜也是沃尔玛买的，我说怎么那么便宜，原来是假货。”一般来说，这种大型零售商可以通过全球直采与规模采购，拿到品牌方 “批发价”，再以仓储式模式降低运营成本。　　沃尔玛公司旗下的沃尔玛作为全球最大的连锁零售商，凭借“天天低价”的理念为大众消费者提供高性价比且便利的一站式购物。凭借电商平台的扩张，在日前沃尔玛成为全球首家市值突破 1 万亿美元的零售企业。而沃尔玛公司旗下的另一核心零售业态则是山姆会员商店，与沃尔玛不同，山姆会员店必须支付年费才能进场购物，相当于沃尔玛的“高端旗舰版”，推出的全球购也更像高端美妆的会员制优选渠道。　　不少中国消费者表示，正是看重沃尔玛、山姆等全球连锁零售巨头的可靠度，才会选择以“全球购”的渠道在这些平台购买，因此此消息一出不少人直呼“塌房”：“不是！你告诉我沃尔玛售假货？”　　沃尔玛这种零售巨头都存在售假风险，也连带着引起消费者对其他非官方渠道购买的谨慎心理，“淘宝天猫京东的跨境购有假货吗？”“看来以后买大牌一定要去专柜”。　　假货泛滥冲击雅诗兰黛业绩　　作为美妆巨头，雅诗兰黛的销售依赖多元化渠道，其中包括沃尔玛等平台，如今亲自下场手撕沃尔玛，雅诗兰黛看来已经对网上泛滥的假货“忍无可忍”。　　毕竟，沃尔玛公司零售业务表现强劲的地区与雅诗兰黛业务的区域增长点有部分重合，因此沃尔玛销售的假冒产品将对雅诗兰黛产生较大拖累。　　雅诗兰黛财报指出,在美国市场，整体高端美容的销量份额有所提升,护肤和护发领域尤为突出。雅诗兰黛指出:“倩碧和The Ordinary推动了公司在护肤品领域的价值份额增长,分别在该类别中排名一二。”而在中国大陆市场，雅诗兰黛集团连续第二个季度实现双位数有机净销售额增长，以 13% 的增幅跑赢高端美妆行业整体水平。2025自然年在高端美妆市场的所有品类、线上及线下渠道均实现市场份额增长，La Mer、TOM FORD及Le Labo品牌表现尤其出色。　　而沃尔玛2025全年业绩报告指出，美国市场作为沃尔玛最大的细分市场，沃尔玛美国的零售业务收入为4624亿美元，占总收入的67.9%。连续多年稳坐中国超市“一哥”宝座的沃尔玛，2025财年在中国净销售额约为203亿美元，较2024财年的约179亿美元，业绩又创新高，其中山姆业绩贡献良多。沃尔玛在雅诗兰黛最依赖、正快速增长的市场上可能的售假行为，无疑将拖累该品牌的业绩表现，因此雅诗兰黛对沃尔玛祭出法律武器。　　事实上，雅诗兰黛并不反对通过电商带动销售，其最新财报指出，雅诗兰黛集团在持续通过多元平台与零售业态扩大消费者覆盖范围。2025 年 10 月至 2026 年 1 月期间，亚马逊渠道已拓展至10 个市场、12 个品牌；同期TikTok电商渠道的品牌矩阵也扩充至7 个市场、共计 12 个品牌。（文章来源：21世纪经济报道）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"policyRegulatory","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":1,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.0","shortVersion":"4.42.0","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2610941831","isCrawlerRequest":true}