Intended to return to fair taxation of cross-border e-commerce deal, have become key proposition has little relationship with the tax itself.

If import B2C (business to consumer) cross-border e-commerce sales of goods will be completely "sunshine" imports by general trade, the bulk of national application or registration in the cosmetics, food, health care products, can enter the free trade zone. The logic behind it is, from the food and drug supervision, General Administration of quality supervision, local import and export inspection and quarantine-related control sector point of view, if the goods are not in the traditional strict regulation, if a major problem in the future, who is responsible for responsibility?

It also unveiled "the grey sea Amoy" has hidden since birth without problems: If consumers cross-border e-commerce platform, purchase substandard or counterfeit products, and how rights?

With the rise of the Internet, the issue has become a multidisciplinary, cross-border problem in the world.

Milk powder for testing standard: children "disease"

Reporters interviewed more than 20 sea Amoy new MOM and dad, everyone has a fake "revolt" bitter tears.

Xiaoqian (not her real name) is a high-tech company's white-collar workers in Shanghai, around 2012 to prepare children, affected by the people around them, formally opened their escalating scouring the sea process. In the process, she never imagined that, if bought substandard product will normally return problems.

Starting from pregnancy, she joined a larger Hai Tao Group, the group is mostly for pregnant mothers or children before 3 years old new to MOM and dad. In order to enable future baby safe baby products, she began to diligently search all kinds of information, and Hai Tao Group of moms feel free to explore, and gradually acquired a "kungfu".

"I am most worried about, is to buy a fake. "Xiaoqian told reporters, her first product, was the continuing scandal of infant formula in China.

She is also 800 g, A2 bullpen, love his beauty at a local upscale supermarket of more than 400 Yuan per pot. But high prices are not reassuring. Because it was found that the part milk really milk cans filled fake milk powder, it is impossible to distinguish between true and false.

Xiaoqian fed breast milk in nearly a year, find a friend to purchase half a year, and through acquaintances guaranteed domestic cross-border e-commerce buy for half a year. Sometimes directly from overseas Web sites such as Amazon direct mail as a way to buy milk. In the process of child development, she constantly tries to never buy different brands, different sources, minimizing this risk.

"I changed a lot of origin and brand, in Europe, the United States and China's standard formulations differ, but the ultimate test is that children eat without getting sick, everything is good milk. "She taught the reporter experiences," learn to research information, such as the fake accident last Mei Su, authentic elements of beauty, there is a problem, it is called meisuli. ”

In addition, Xiaoqian solutions from various forums and friends, while logistics displayed some goods sent from overseas, and overseas are actually fakes fill more, directly from one place to another place to dock, even if it is "imported".

Haitao difficult process made her too busy to take into account human rights issues, only the smooth shipment receipt.

First of all is the lack of sources. Overseas Web sites will also limit the number of purchased products, and both Haitao and cross-border e-commerce, are often out of stock. She dare not buy too much at once, "Customs checks more rigid over the years, I almost every overseas transport companies will be found. ”

In addition to powdered milk, she and many new parents, scouring the sea many baby products that are not, such as health care, baby pharmaceuticals and skin care products.

Imports as domestic cross-border B2C e-Commerce's gradual rise Xiaoqian also began shipping more efficient platform to buy a product, but a variety of fake rumours can't make her at ease. Her Trustees, and have a friend internal security platform will dare to use.

However, quality problems encountered in all new parents interviewed by this reporter, a mother once had only wanted the idea of complaints. She grooves to the reporter, from a large e-commerce platform buy a certain brand of baby diapers, and from Japan version of human flesh back to sizes, easy to tear, suspected to be substandard. Because usually all home help for the elderly, with nearly half only to find. Reflecting customer service, it's no use. Because she is too busy to nothing.

More than three international trade insiders told reporters, imports of fake goods in China is a systemic problem .

In traditional B2B import process, General agent of some brands, such as formula milk agent, there may be in the process of distributing goods, real milk powder mixed with lower quality, but can also eat fake milk powder, sold to dealers.

" Made in China too ' strong ', is impossible. "One familiar with the matter said," If the product was not the brands direct, but by all levels of agents, it is easy to go wrong. ”

In fact, in Shanghai, was forced in Amoy Chinese consumers on the road, a significantly large and most of the crowd was kind of fakes for the mother and a "zero tolerance" of middle-class new parents.

Consumer demand, concerns the highly standardized, easily through overseas bulk import into cross-border e-commerce warehouse, and then to mail the Department of maternal and child items, it is "sunshine" generally accounted a higher category.

Customs official had said to the reporter, such high consumer demand, high standardization of the people's livelihood products (baby products, health products, cosmetics), was encouraged by initial pilot cross-border e-commerce.

Xinhua previously reported, food, drugs, cosmetics, health products, milk powder a few categories, domestic consumer demand, high degree of standardization in delivery mode, easy access to domestic warehouse merchandise, but also "sunshine" cross-border B2C e-commerce inventory the largest category. Instead of the standard types of personalized products, such as handbags, clothing, shoes, etc, formal businesses were more likely shipped warehouse direct mail from overseas.

Originally designed the system's basic idea is that these consumers through cross-border purchases of imported products, default to individuals abroad to buy consumer goods. But with Amoy or purchasing different is, purchased through the platform, most items can enjoy "no reason to return within seven days" or partially resolved after the issue by complaints.

A electrical contractor who provided the reporter with a set of customs data, in 2015, the cross-border import bonded overall size of 17.6 billion yuan. According to incomplete statistics, Hai Tao scale 300 billion yuan last year, overseas travel for 1.5 trillion yuan.

Zhejiang University City College Associate Professor Wang Haobai estimated by Customs data, including grey, Haitao, the B2C industry-wide imports of 1 trillion yuan considering policy changes in the next five years will be increased to 1.2 trillion yuan.

Such a huge market, how to regulate and protect consumers to avoid high risk events such as mass food safety, is currently important issues policymakers need to be taken into account.

The stone of his mountain

With cross-border e-commerce sweeps the world, how consumers rights under the era, has become a global problem.

In the traditional trade cases, if things go wrong, consumers can find a dealer if bulk problems, brand recall is also enabled. Online cross-border platform, is far more complex.

"If I got on the cross-border e-commerce do not pass/fake, Government, e-commerce platform, the overseas suppliers how to divide responsibility? consumers looking for who?"

Behind this seemingly simple question has a complex meaning. Oxford University "consumer item in China," Director Yu Ying said, the problem across the e-commerce platform, consumers are dispute resolution, private international law fields. Due to the legal systems of each country are not the same, join international organizations, the implementation of the Convention is not consistent, there is no fixed answer.

For instance, EU businesses bought things that consumer disputes, you first need to determine where litigation in China and the European Union, applicable state law, if there is a verdict, which national execution is also needed. Implementation and when faced with a choice. Under Chinese law, the platform does not assume responsibility; but EU law provides that a platform needs to take responsibility. Therefore, it is very complex.

Some imported cross-border e-commerce told reporters that some of the current measures, is through market solutions to consumer demand. For example, if a merchant of consumer complaints and confirmed facts, e-commerce platform can directly ask the merchants even branded off the shelf, there is a strong deterrent. Many platform releases a clear consumer protection regulations and guidelines.

But than glumes found in field research, the situation is not so simple. Many problems is the platform that cannot be solved, like many businesses play a shot for a place, with multiple ID account, off the shelf, raised again with other identities. At present, because the Government has not authorized the identification ID card information to enterprises and, therefore, this vulnerability is hard to fill.

"A lot of consumers blindly trust imported commodities is more secure, but is not necessarily the case, mainly because the creditworthiness of domestic products is not enough. "She said.

From the perspective of the actual operation, than glumes recommendations can refer to United States practice, relating to security of the person's livelihood products, similar to domestic compulsory insurance when purchasing a car, forcing manufacturers, distributors to buy product liability insurance.

In her view, in any country, relatively mature companies and individual consumers is the weaker party.

According to EU just, and consumers and gender equal General announced of material, annual EU about has one-fifth of residents in consumption process in the encountered problem, which only has 2% of consumers used has litigation of way solution disputes, which caused of consumers loss equivalent to full EU GDP of 0.4%; and in across border trading in the produced of problem, to consumers caused of loss estimated in 500 million to 1 billion euro Zhijian.

In this regard, the EU special investment funds, establish online dispute resolution platform "TheOnlineDisputeResolution (ODR) platform" approach to help consumers lower costs to resolve cross-border human rights issues.

Adopted by the European Parliament and the European Commission in May 2013, consumer ADR directive and the consumer ODR Ordinance.

Then on the basis of the two pieces of legislation of the European Union, put 4.586 billion euros related to the financial support and manpower support, ODR platform for pan-European, the platform has been officially opened in early 2016. The EU is expected, if cross-border obstacles for remote consumption can be excluded, EU remote consumer market will expand 190 billion euros.

Yu Ying believes that another problem in China is that China's consumer protection organizations or quasi-government organizations, whether financing is right, there are bottlenecks. "China consumers ' Association is in similar institutions in the world, only organizations that did not include members of the average consumer. ”

Xu Mingyan UNCTAD served as United Nations experts on antitrust and consumer protection laws. She told reporters, as the subject of consumer empowerment, consumer protection organization system in China on the official and semi-official restricted function, joint voluntary groups usually do better than national executive power. Need to actively encourage and promote consumer organizations as soon as possible to a more socialized transition according to market laws.

本意为回归税收公平的跨境电商新政，却演进成为与税收本身关系不大的关键命题。

如果进口B2C(企业对消费者)跨境电商销售商品将彻底“阳光化”，经一般贸易方式进口，那大部分尚未在国内申请或注册的化妆品、食品、保健品，都不能进入保税区。背后的逻辑是，从食药监、质检总局、各地方进出口检验检疫相关等把关部门角度而言，若这些商品不以传统严格方式监管，未来如果出了重大问题，谁该承担责任?

这也揭开了从“灰色海淘”诞生起就一直隐而未发的问题：如果消费者通过跨境电商平台，购买了不合格甚至假冒产品，该如何维权?

随着互联网兴起，这个问题已经成为多领域、跨国界的世界性难题。

检验奶粉的标准：孩子“不生病”

记者采访了超过20名海淘新手爸妈，每个人都有一把被假货“逼上梁山”的辛酸泪。

肖倩(化名)是上海一家高科技公司的白领，2012年左右准备要孩子，在周围人的影响下，正式开启了自己不断升级的海淘历程。在这个过程中，她从未想到，如果买到不合格的产品可否正常退货的问题。

从备孕开始，她就加入了一个规模较大的海淘群，群内大多是待孕妈妈或3岁前孩子的新手爸妈。为了能够让未来的宝宝用上放心的母婴产品，她开始勤奋地搜索各类信息，与海淘群里的妈妈们随时探讨，逐渐练就了一身“真功夫”。

“我最担心的，是买到假货。“肖倩对记者说，她首先考虑的产品，是当时国内不断爆出丑闻的婴儿配方奶粉。

她对比过，同样是800克，A2的牛栏、爱他美在当地高档超市超过400元/罐。但高价也并不能让人放心。因为有人发现，部分奶粉是真奶粉罐填充假奶粉，根本无法分辨真假。

肖倩喂了近一年母乳，找朋友代购半年，又通过有内部熟人担保的国内跨境电商买了半年。有的时候也直接通过海外亚马逊等网站直邮的方式来购买奶粉。在孩子成长的过程中，她不断地试着从不同产地、不同渠道购买不同品牌商品，最大程度降低这种风险。

“我换了很多产地和品牌，欧洲、美国和中国的标准配方有区别，但最终的检验标准是，孩子吃了不生病、一切正常就是好奶粉。”她向本报记者传授经验，“还要学会研究信息，比如上次出事的那个假美素，正宗的叫美素佳儿，有问题的叫美素丽儿。”

此外，肖倩从各种论坛和朋友口中解到，有些货品虽然物流显示从海外发出，其实只是海外的假货灌装；更有甚者，直接从码头的一个地方发到另一个地方，就算是“进口奶粉”了。

海淘的艰难过程，让她无暇考虑到维权的问题，一心只求顺利收到货品。

首先是货源不足。海外网站也会限制购品数量，而且不论海淘还是跨境电商，都经常断货。她也不敢一次买太多，“这几年海关检查趋严，我几乎每次通过海外转运公司，都会被查到。”

除了奶粉，她和很多新手爸妈，还海淘很多国内没有的母婴产品，比如保健品、婴儿药品以及护肤品。

随着国内进口B2C跨境电商的逐步兴起，肖倩们也开始通过送货更快捷的一些平台来购买产品，但各种假货传闻不能让她完全放心。她到处托人打听，只有内部有朋友担保的平台才敢使用。

尽管如此，在碰到质量问题时，在所有接受本报记者采访的新手父母中，仅有一位妈妈曾经动过想要投诉的念头。她对本报记者吐槽，从某大的电商平台上购买的某品牌婴儿纸尿布，和自己从日本人肉带回的版本尺寸不一，还容易撕裂，疑似不合格。由于平时都是家里老人帮忙，用了差不多一半才发现。反映给客服，也没什么用。最后因为太忙，不了了之。

超过三位国际贸易业内人士对本报记者介绍，进口假货在中国是一个系统性问题。

在传统的B2B进口过程中，有一些品牌的总代理，比如配方奶粉代理商，有可能会在分发商品的过程中，在真奶粉中混入品质较低，但也能食用的假奶粉，卖给经销商。

“中国制造的能力太‘强’了，真是防不胜防。”其中一位了解内情的人士说，“如果产品不是品牌商直供，而是通过各层级代理，很容易出问题。”

事实上，在被逼上海淘之路的中国消费者中，一个非常显著且最庞大的人群，就是对母婴类假货“零容忍”的中产新手父母。

而消费者有需求的、所关注的这种高度标准化，极容易通过海外整装进口，进入跨境电商保税仓，再以行邮出海关的母婴类商品，正是此前“阳光化”电商普遍占比较高的品类。

海关相关人士曾对本报记者说，这类消费者需求高、标准化程度高的民生类产品(母婴产品、保健品、化妆品)，正是最初试点跨境电商鼓励的方向。

记者此前曾报道，食品、药品、保健品、奶粉、化妆品这几个品类，是国内消费者需求量大、产品标准化程度高、容易以集货模式进入国内保税仓的商品，也是国内“阳光化”B2C跨境电商库存最大的品类。而非标准类的个性化产品，比如皮包、衣服、鞋等，正规商家则更倾向于从海外仓直邮发货。

最初设计这套制度的基本想法是，这些消费者通过进口跨境电商购买的产品，都默认为个人在海外购买的消费品。但与海淘或代购不同的是，通过平台购买，大部分商品可以享受“七天内无理由退换货”，或是通过投诉来部分解决售后问题。

一位电商人士向本报记者提供了一组海关相关数据，2015年，跨境进口保税总体规模176亿元。据不完全统计，去年海淘规模3000亿元，出境游购物1.5万亿元。

浙江大学城市学院副教授王皓白通过海关数据估算，包括灰色海淘在内，全行业的B2C进口为1万亿元人民币;考虑到政策转变因素，未来五年将增至12000亿元人民币。

这样一个庞大的市场，该如何规范并保护消费者，以免发生群体性食品安全等高危事件，是目前决策层需要纳入考虑的重要问题。

他山之石

伴随跨境电商席卷全球，消费者如何在新时代下维权，也成了一个全球性的难题。

在传统一般贸易情况下，如果产品出了问题，消费者可以直接找到经销商;如果整批货物出了问题，品牌还会启用召回。但在线跨境平台，则复杂得多。

“如果我在跨境电商上买到了不合格/假货，政府监管部门、电商平台、海外供应商该如何划分责任?消费者该找谁?”

这个看似简单的问题背后却有着复杂的内涵。牛津大学“中国消费者权益项目”主任于颖对记者说，这个问题跨越了电商平台、消费者纠纷解决、国际私法多个领域。由于各个国家的法律体系不一样，加入的国际组织、履行的公约也不一致，因此并没有固定的答案。

比如，中国消费者到欧盟商家买了东西出现纠纷，首先得确定在中国和欧盟哪个地方诉讼，适用哪个国家法律，如果有了判决，还需要涉及哪个国家执行。执行时又面临选择。比如中国法律规定，平台不承担责任;但欧盟的法律则规定，平台需要承担责任。因此，十分复杂。

一些进口跨境电商负责人对本报记者表示，目前的一些措施，是可以通过市场的方式解决消费者的诉求的。比如如果消费者投诉某家商户，并确认事实，电商平台可以直接要求该商户商品甚至品牌下架，这是有很大威慑力的。很多平台发布了明确的消费者保护条例和指南。

但于颖在实地调研中发现，情况并非这么简单。很多问题是平台解决不了的，比如很多商户打一枪换一个地方，用多个身份证注册账户，下架一次，就再用其他身份复活。目前，由于政府并未授权给企业识别身份证信息，因此，这样的漏洞很难填补。

“很多消费者盲目地信任进口商品就更安全，但实际情况未必如此，主要还是因为国产商品的信誉度不够。”她说。

从实际操作的层面，于颖建议，可以参照美国的做法，在涉及人身安全的民生类产品中，用类似于中国国内购买汽车时的强制保险制度，也强制生产商、经销商购产品责任险。

在她看来，在任何一个国家，相对成熟的大企业，个体消费者都是弱势一方。

根据欧盟公正、消费者与性别平等总局公布的材料，每年欧盟约有五分之一的居民在消费过程中遇到问题，其中仅有2%的消费者采用了诉讼的方式解决纠纷，由此造成的消费者损失相当于全欧盟GDP的0.4%;而在跨境交易中产生的问题，给消费者造成的损失估计在5亿至10亿欧元之间。

对此，欧盟专门投入资金，建立了在线争端解决平台【TheOnlineDisputeResolution(ODR)platform】的方式，帮助消费者用较低的成本来解决跨境维权问题。

欧盟议会和欧盟委员会于2013年5月通过《消费者ADR指令》和《消费者ODR条例》。

欧盟进而在该两项立法的基础上，投入45.86亿欧元的财政支持与相关的人力支持，建立泛欧盟的ODR平台，该平台已在2016年初正式开通运行。欧盟预计，如果跨境远程消费的障碍能被排除的话，欧盟的远程消费者市场规模将会扩大1900亿欧元。

于颖认为，中国另一个待解决的问题是，中国的消费者保护组织还是半官方的组织，不论是资金筹集，还是权限，都有瓶颈。“中国消协是全球类似机构中，唯一一个没有吸纳普通消费者作为会员的组织。”

徐明妍曾任联合国贸发组织反垄断和消费者保护法律专家。她对记者说，作为被消费者赋权的主体，我国消费者保护组织体制上的官方和半官方性质制约了功能发挥，自愿组成的联合团体通常比国家用行政力量做得更好。有必要积极鼓励并尽快推动消费者组织向更符合市场规律的社会化转型。