總公司平輸聲明稿 | Dermalogica 德卡

Dermalogica Brand Protection

Dear Dermalogica Tribe:

The issue of protecting the Dermalogica brand is our paramount priority. Diversion of Dermalogica product in any way to unauthorized locations represents a cancer on our global brand, and one that we have, and will continue to fight forcefully to end. It is a responsibility of all of us to attack, not only Dermalogica "corporate", but every one of our accounts and distributors has a pivotal role.

I wanted to provide you with an update on some of actions that we have been conducting at Dermalogica, and some new actions that we have underway.

 

1. Closing Accounts. If Dermalogica determines that an account had product that was found to be in unauthorized locations, Dermalogica immediately terminates the account. To date in 2008, Dermalogica has closed accounts in the U.S. that have purchased more than $1 million in total purchases, after finding that the account was supporting diversion activities, defined as simply having one of their products be traced back to their account.

 

2. Increasing Tracking Capabilities. Although Dermalogica has had a program in place to scan certain items to determine product flow, we have now immediately increased the number and total volume of products being scanned significantly. In addition, Dermalogica is making significant capital investments to have every product that leaves our warehouse and shipped out to be scanned by July 1. By increasing tracking capabilities, it serves to help us tighten the net to determine the sources of illicit product flow. With greater information on product flow as a result of increased scanning capabilities, Dermalogica expects to be able to take actions to "strangle" the product flow to such players. The increased tracking capabilities will help us determine where product flows, but we know that the individuals engaged in such diversion activities are sophisticated, and will control to work to confound our tracking capabilities.

 

3. Establishment of New Hologram/Tracking Stickers. It has become evident that those individuals engaged in diversion were damaging or removing the tracking sticker easily. Dermalogica has purchased and will be affixing a new hologram/tracking sticker that is more difficult to remove than the current label, and results in evidence of tampering or damage if removed.

 

4. Invoice Screening and Algorithms. To establish additional control, effective immediately every invoice above a determined dollar amount will be reviewed prior to release in Los Angeles to determine if it is legitimate. Dermalogica will be examining not only the dollar amount, but also the number of purchases for one item. In 2009, the individual analysis will be supplemented by the use of information technology sales logic to capture such patterns.

 

Dermalogica has other additional initiatives underway to attack diversion even more aggressively, and which will be launched in 2009. Although these actions will serve to constrain the availability of product to accounts destroying our global brand, we recognize that we will have to be relentlessly vigilant to combat the actions of such diverters. Accordingly, Dermalogica is researching other options to enable us to make the path of diversion far more difficult, including costing of radio-frequency identification technology (RFID) on our packaging; legal pathways such as establishment and enforcement of minimum advertised pricing; alternative packaging; and, other options. It will be a never-ending project, but one we know that we have to undertake in this battle to protect our brand. The analogy that we have used is that Dermalogica has a picket fence, and we have and will be engaged in activities to make the pickets as close to each other as possible, and much more difficult for passage.

All of us are in this battle together. Attacking this assault represents the highest priority for Dermalogica, and we may never completely end such actions, but we will fight in every way, and we will win and protect our brand and our business. We understand the high and fundamental stakes that are involved for our long-term futures and goals, and we are relentless in addressing.

 

I look forward to sharing with you reports on our actions in this matter, and the Dermalogica site on the International Download tab has current information and reports that can be monitored. I also look forward to hearing from you as well and hope that you feel free to contact me directly, as well as Ivor and Robert with particular questions and comments. We are all aligned on the necessity of winning this battle.


Jerry Wenker, President and C.O.O of Dermalogica (U.S.A)

瑞政聲明啟事

親愛的德卡合約店家您好:

首先,非常感謝您選擇全球第一的專業級護膚保養品牌 – 德卡為您長期的合作夥伴,並感謝您一直以來對我們的支持與愛護。隨著電子網路的興起,水貨問題不斷的影響各大品牌在市場上的價格、品質與形象。

 

我們一再重申,為保障每位愛護德卡的消費者,請勿購買來路不明之德卡商品,除無法獲得完整售後服務外更可能購買到仿冒或瑕疵品。德卡美國總公司與台灣瑞政總代理將於2009年投入更多的人力與資金全力打擊水貨,確保經銷商的權利與品牌的形象獲得保障,也期待大家的協助與我們一起共創事業佳績。

 

德卡台灣總代理方面,我們採取的措施如下: 
1.歡迎經銷店家檢舉,如發現非台灣德卡簽約店家使用非法圖檔作為私人營利之用,請通知我們,本公司會採取法律行動並要求即刻撤除未經授權之圖像。 
2.固定派員觀測網路水貨商或賣家,隨時與總公司回報檢舉。 
順頌 商祺

 

德卡總代理 瑞政股份有限公司

德卡美國總公司聲明稿

維護品牌一直是德卡最重視的事情而水貨問題對我們來說就像是癌細胞一樣,因此身為全球性品牌的代表,我們會持續跟水貨商奮戰到底。捍衛品牌是大家的責任,不只是Dermalogica 「公司」的責任,每一個與我們合作的經銷商都扮演著舉足輕重的角色。在此告知大家我們目前已經在進行的動作及Dermalogica在未來針對水貨問題將會執行的計畫。

 

1. 停止經銷權。

一旦發現代理/經銷商在未授權的地點販售德卡商品,Dermalogica將立即終止其代理權。迄今2008年,Dermalogica已在美國關閉了高達壹百萬美金的帳戶,因這些帳戶提供貨品給水貨商或未經授權的通路販售商品。嚴格說來:只要任一商品被查到,則立即停止其代理權。

 

2. 增加追蹤能力。

Dermalogica每批出廠的貨都會被抽查掃描,現在我們不僅增加了貨品掃描的流量更增加其精確度。德卡投資了大筆資金在此儀器上,自2008年7月1日起從總部倉庫運輸出去的每一件產品都會通過掃瞄系統。我們也相信經由追蹤能力的提升,將進一步的幫助我們確定違法水貨;並且更有效的扼殺水貨商貨品的來源!

 

3. 建立新的雷射條碼&追蹤貼紙。

有鑑於水貨商總是很輕易的破壞德卡產品的雷射條碼,Dermalogica目前已購買了最新的防偽標籤&追蹤貼紙不僅比現在的標籤&貼紙更難移除,且移除後產品會留下明顯被破壞的痕跡。

 

4. 審查發票和銷售演算法。

每一筆訂單的發票金額在貨物離開LA前都會經過我們的審視,德卡會檢查出貨金額及單一品項購買的數量是否合理。在2009年各代理商的購買行為都會經由我們的銷售邏輯演算法,推算出其各自的銷售模式。

 

Dermalogica在2009年將會有更多更主動更激進的打擊水貨策略,將有效的抑制產品流落到水貨商手中。德卡也將持續不懈地採取更多的行動讓水貨商無所遁形,包括包裝上採用昂貴的雷射標籤(RFID)技術;低於公司規定折扣的經銷商德卡將採取法律訴訟途徑,另外德卡也將不斷的改變產品包裝…等等。

 

這是一個長期戰役,我們需要面對承擔並且負起保護這個品牌的責任!就像是打造一個保護德卡的柵欄,我們要讓每一個欄杆都牢牢靠緊,阻擋任何外來的入侵!我們將站在同一陣線一同奮戰,因為打擊水貨是德卡最重要的任務。雖然這可能會是一場永無止境的戰役,我們將竭盡所能達到勝利來保護我們的品牌與事業!


Jerry Wenker, President and C.O.O of Dermalogica (U.S.A)Jerry Wenker, 德卡董事長暨營運長 (美國總部)

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