多元化选择下的契机——简析《汽车销售管理实施办法（征求意见稿）》
作者系公司法务联盟盟友
从2005年《汽车品牌销售管理实施办法》实施开始，“品牌授权”就一直被认为是汽车流通领域所有矛盾冲突纠纷的根源。随着寻求利益保护的呼声日益增多，政府开始逐步推动起新一轮的立法以促进汽车销售市场的公平竞争。2014年7月31日，工商总局发布了《关于停止实施汽车总经销商和汽车品牌授权经销商备案工作的公告》，可以说，该公告脱下汽车销售商的“紧箍咒”；2014年12月16日，商务部就委托了中国汽车流通协会召开了《品牌管理办法修订座谈会》，引发了业内的激烈讨论和预测，而原本预计会在2015年初会出台的《汽车销售管理实施办法（征求意见稿）》最终于2016年1月6日正式在商务部网站上予以公布。
Since 2005, the Administrationof Automobile Sales Implementing Procedures was issued,authorized brand sales has always been attributed to generating all conflicts and disputes in the automobile circulation. Along with increasing demands from stakeholders who have been calling for better protection of interests among suppliers, dealers and customers, the country has promoted legislation in theauto industry to promote fair competition in recent years.On July 31st, 2014, Announcement on Terminating the Recordation of General Automobile Dealers and Authorized Brand Automobile Dealers wasissued by the State Administration for Industry and Commerce, which seems to take off the “Incantation of the Golden Hoop” for automobile dealers; On December 16th, 2014, China Automobile Dealers Association, under commission of the Ministry of Commerce, convened a forum concerning Measures for the Administration of the Brand,which started an intense discussion and prediction in the industry. And the Draft for Comment of the Administration of Automobile Sales Implementing Procedures expected tobe issued in the earlier 2015, was officially published on the website of theMinistry of Commerce on January 6th, 2016.
那么《征求意见稿》究竟有多少改变和影响，我们又能从中获得什么呢？
Therefore, we want to figure out what the Draft for Comment couldchange or influence, and what we could study from the Draft for Comment.
I. Brand Strategy？ By YourChoice！
《征求意见稿》弱化了汽车生产商和经销商之间层级关系，鼓励两者探索新的合作模式。第五条对供应商和经销商的定义，意味着对经销商本身而言，他们可以不再需要任何汽车品牌的授权，且可以出售多品牌汽车，提供多品牌的维修服务；从对产品、服务的选择而言，销售商、消费者作为市场主体都有了更多的自主权；第九条对销售汽车和配件作了开放式的规定，第十五条又打破了零配件的垄断，这些规定无疑将进一步激发汽车后市场的发展；而从销售渠道而言，4S店将不再是消费者的唯一选择，电商、汽车超市都将可能成为年轻一代消费者的优先选项。
The Draft for Comment has ended the patriarchal relationship between automakers and authorized dealers, encouraging the two to explore new cooperation models. Article 5 stipulated in the Draft for Comment gives definitions to suppliers and dealers, which means the dealersare no longer need authorizations of any automobile brands,and are allowed to sell multiple brands of automobiles, and also can provide maintenance services for various brands; as to the choice of products andservices, dealers and consumers, as the main subject of the market, now have more autonomous decision-making rights. Article 9 stipulated in the Draft for Comment set forth an openregulation on automobiles and accessories, and Article 15 breaks the monopolization of accessories which will undoubtedly further stimulate the after-market development of automobile; as to the marketing channel, 4S Shop is no longer the consumers’ only option. E-commerce and automobile supermarket will probably become the priority choice for the new generation of youngconsumers.
《征求意见稿》尽可能还原了生产商、经销商、消费者三者在汽车流通领域的平等供求关系。从对消费者的保护、零配件的销售、经销商的经营等方面作了具有可操作性的禁止性规范，拟定了：经销商不得在标价之外加价或收取额外费用（第十条），供应商、经销商不得限定消费者各类消费（第十二条），供应商不得限制配件生产商的销售对象及经销商、售后服务商转售配件（第十五条），供应商不得对经销商实施9类行为（第二十二条）等规定。
The Draft for Comment will recover the supply-demand relationships on the basis of equality in the automobile circulation among the manufacturers, dealers and consumers to the utmostpossibility. Some practical prohibitive regulations in the aspects of consumer protection, accessory sale, operation of dealers, etc. have been formulated, including but not limited to, The dealers shall not raise prices orcollect additional fees beyond the prices marked (Article 10); The suppliers and the dealers shall not prescribe a limit to the consumptions of the consumers (Article 12); The suppliers shall not impose restrictionson the target consumers of accessories manufacturers and on accessories resale of the dealers as well as after-sales service providers (Article15); The suppliers are not allowed to carry out 9 kinds of behaviours towards the dealers (Article 22).
II. “Call Option” and “After-Sale”
我们关注到《征求意见稿》第十九条对“授权期限”作出要求，一般每次不低于3年，首次不低于5年，并可以自动续约；在第二十一条中赋予经销商“要求回购权”，以确保供应商不会肆意解除对守约经销商的授权；《征求意见稿》在此次修订中兼顾了消费者的权益，在供应商、销售商、消费者之间建立了售后保护机制，对供应商和经销商的告知义务，以及消费者的知情权和售后保障等方面都作了较为具体的规定。
We are focusing on Article19 of the Draft for Comment that makes requirements on Terms of Authorization, which shall not be less than 3 years each time while shall not be less than 5 years for the first authorization, and can be automatically renewed. The dealers have “Call Option” pursuant to Article 21 to guarantee that the suppliers will not cancel authorization to the non-breaching dealers at discretion. The Draft for Comment also gives consideration to the rights of consumers, establishes after-sale protection mechanism among the suppliers, the dealers and the consumers, and gives comparatively concrete regulations on duty of disclosure of the suppliers and the dealers, and on the right to know and after-saleprotection for the consumers.
III. Specifying “Supervision”and Establishing “Penalty”
《征求意见稿》在第一章总则和第三章监督管理中，通过明确部门职能、建立网络备案、规范档案管理等行政手段细化了对供应商、经销商的监管措施，并针对大部分行为规范在新增的“罚则”篇章里拟订了相应的行政处罚。这两章无疑对供应商和经销商提出了更高的自律要求。
Chapter I General Provisions and Chapter III Supervision and Administration stipulated in the Draft for Comment setforth administrative measures by means of defining department functions, establishing website records, regulating file management, etc. to refine the supervision measures of the suppliers and the dealers, and make relevant administrative penalties in the newly-added “Penalty” Chapter directing to most part of behavioural norms. These two chapters undoubtedly raise higher self-discipline requirements for the suppliers and the dealers.
IV. Keep Calm and Challenge The New Race
1. 互利合作与售后市场
面临“品牌授权”的经营模式放开，供应商务实的一面可能促使他们为确保企业合规而让律师着手修改商业规则、修订老的合同模板；与此同时，敏锐的他们势必还会对合作伙伴的履约能力、硬件条件、服务质量等多方面的尽职调查，因此，销售商必须提高对市场趋势与汽车制造商之间的关系的分析能力，尤其确定订单内容和数量将由他们自己负责。《修正意见稿》也指出了汽车售后服务正在进入转型期。随着物流与供应链管理技术的发展，电子商务模式的创新，在线支付等互联网金融手段的普及，汽车配件电商、线上线下互动式维修、远程诊断等服务，以及如何有效降低社会交易成本都将成为我们新的课题和挑战。
1. Mutually Beneficial Cooperation and After-Sale Market
Facing to the opening of business pattern of “Brand Authorization”, the hard-headed automakers will likely have already instructed legal counsel to change the business policies and to amend those business provisions in the original contract templates incompliance with laws and regulations, which can keep the enterprises going well；meanwhile, the shrewd automakers will inevitably focus on the due diligence in regards to the partners’ contractual capacity,hardware condition, quality of service, business concept, etc. So auto dealer shave to improve on their ability to examine market trends with the relationship between automakers and auto dealers,especially, it will be up to auto dealers to tell auto makers what models and how many they want.The Draft for Comment indicates the vehicle maintenance and repair industry is at a turning point now. With the development of logistics and supply chain management, the innovation of e-commerce model and the popularization of internet financial instruments like online payment, services such as automobile accessories e-commerce, online and offline interactive maintenance, remotediagnosis and how to effectively reduce costs of social transaction will be thenew legal issues and we have to challenge them.
2. 把握政策与解读法律
我们现在不仅要关注会在2016-2020年期间实施的新能源汽车补贴政策，各地政府随之相继推出的对新能源汽车支持和补贴。同时，我们应对汽车行业及相关立法作更多的了解，比如，由于汽车配件中含有大量的知识产权和商业秘密，那么信息披露的程度会成为利益相关方的争议焦点，而作为律师的我们应该去法律的深意，它尊重开发者对零配件所享有的知识产权，它保护和鼓励人们研发具有技术含量的产品。
2. Focus On Policies and Utilize Law
We shall not only pay attention to the newnational fiscal subsidy policy of alternative energy vehicles that will be implemented from 2016 to 2020,and also to follow up with the supports and subsidies, which have been set out one after another by local governments for new energy automobiles. Moreover, we shall learn more about the automotive industry and the legislation. For instance, auto parts contain many intellectual property and trade secrets, so stakeholders will debate the extent of the information to be disclosed. As a lawyer, we shall make clear about all kinds of responsibilities of the legal subjects and catchsight of profound meanings behind the law why the Draft for Comment intellectual property of accessoryowed by its developer is being respected.
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