2025年成都白酒行业的电商控价问题

Core Viewpoint - The article discusses the pricing control issues in the e-commerce sector of the Chengdu liquor industry, emphasizing the need for a systematic and sustainable pricing management framework to address problems like price chaos, unauthorized sales, and counterfeit products [1]. Group 1: Technical Solutions - Implementing a professional pricing control system to monitor actual prices across major e-commerce platforms and identify hidden discounting behaviors such as "post-coupon prices" and "bundle purchase discounts" [3]. - Utilizing a "one product, three codes" anti-counterfeiting traceability system to uniquely code each bottle of liquor, allowing precise tracking of product flow and effectively curbing cross-regional unauthorized sales [3]. Group 2: Legal Measures - Employing legal tools such as trademark, copyright, and patent infringement complaints to initiate takedown requests on platforms like Taobao, JD.com, and Pinduoduo, swiftly removing links to price violations [3]. - Collaborating with local law firms to send legal letters to repeat offenders and initiating rapid filing procedures through intellectual property courts to create a strong deterrent [3]. Group 3: Distributor Engagement - The core of pricing control lies in the willingness of distributors to cooperate, which can be achieved by aligning their interests with the brand for mutual benefit [5]. - Encouraging consumers to shift their focus from "price comparison" to "value perception" [5]. Group 4: Additional Strategies - Implementing a blockchain electronic authorization system to track distributor authorization status in real-time and prevent unauthorized use [7]. - Establishing a whitelist incentive mechanism to reward compliant distributors with rebates and priority supply [7]. - Utilizing an ERP system for inventory alerts to monitor stock levels and prevent malicious dumping due to hoarding [7]. - Launching exclusive online products to mitigate price conflicts between online and offline sales [7]. - Creating promotional content, such as short videos showcasing the liquor-making process, to enhance brand recognition and trust [7]. - Providing official authentication channels to reduce brand trust loss due to counterfeit misjudgments [7]. - Offering exclusive member services, such as price protection periods and value-added service packages, to decrease price sensitivity and enhance customer loyalty [7]. Group 5: Collaboration with Third-Party Services - Brands with limited resources can partner with specialized third-party pricing control service providers, such as Lishi Network Technology and Likong Technology, which have local practical experience to assist in pricing control [9]. Group 6: Comprehensive Defense System - The pricing control in Chengdu's liquor e-commerce sector in 2025 requires a comprehensive defense system that integrates "technology + law + channels + consumers" to fundamentally address issues of price chaos, unauthorized sales, and counterfeit products, thereby maintaining brand image and enhancing market competitiveness for sustainable development [12].