辞退9人！欧莱雅严打“黄牛”

Core Viewpoint - The article discusses the issue of "scalpers" in the beauty industry, particularly focusing on L'Oréal's internal sales practices and the impact of scalpers on market pricing and brand integrity [6][9][15]. Group 1: Scalper Economy - The scalper economy has expanded beyond concert tickets to the beauty sector, where limited edition products and employee discounts are targeted by speculators [9]. - Scalpers utilize advanced software to bypass purchasing limits, allowing them to quickly deplete stock and resell products at a markup of 20%-50% [10][12]. - L'Oréal has recently terminated nine employees for violating internal sales policies by selling their accounts or products, highlighting the internal challenges the company faces [6][14]. Group 2: Market Disruption - The resale of discounted products through scalpers disrupts the pricing structure established by brands, leading to consumer dissatisfaction and potential loss of brand value [22]. - L'Oréal's recent financial report indicated a sales figure of €22.47 billion, with a 3% year-on-year growth, but the North Asia market, including China, experienced a decline of 1.1% [22][24]. - The presence of scalpers has led to a situation where products are not reaching genuine consumers, but instead are funneled into gray market channels, further complicating market dynamics [15][24]. Group 3: Brand Response and Strategy - In response to the scalper issue, L'Oréal is implementing stricter internal controls and exploring technological solutions to prevent unauthorized sales [28]. - The article emphasizes the need for a collaborative approach within the beauty industry to combat scalping and restore order to the market [28]. - L'Oréal's actions reflect a broader trend in the beauty industry, where companies are shifting focus from promotional strategies to protecting brand integrity and pricing structures [28].