电商平台品牌产品如何控价?

Core Viewpoint - The increasing penetration of e-commerce is leading to an expansion in the online sales scale of brand products, but unauthorized price adjustments by some merchants are disrupting the market price system, necessitating the establishment of a systematic online price control mechanism by brand owners to maintain a reasonable market environment [1] Group 1: Brand Rights and Legal Framework - Brand owners have the legal right to control product prices on e-commerce platforms as they are the owners of intellectual property and the creators of channel rules, supported by laws such as the Trademark Law and the Anti-Unfair Competition Law [3] - Brand agreements typically specify price ranges and penalties for violations, providing a contractual basis for price control [3] - Major e-commerce platforms have established intellectual property protection channels to support brand owners in filing complaints against infringement or violations, enhancing the enforcement of price control [3] Group 2: Methods of Price Control - Brands can build a price control system through multiple dimensions, including intellectual property registration to gain complaint qualifications against unauthorized use of brand identifiers [5] - Improving channel management agreements by requiring dealers to sign price compliance commitments can help constrain price irregularities from the source [5] - Utilizing price monitoring tools or manual inspections to track product prices in real-time allows for early warnings and interventions regarding abnormal price fluctuations [5] - Adding unique traceability codes to products can help track the flow of goods and accurately identify violating merchants, enabling comprehensive control [5] Group 3: Benefits of Price Control - Effective online price control helps maintain brand market positioning, preventing consumer doubts about product value due to significant price differences [6] - It ensures profit margins for channel partners, avoiding low-price dumping that could squeeze dealer earnings and enhancing the stability and positivity of partnerships [6] - Price control promotes healthy market competition by reducing malicious price-cutting behaviors, providing consumers with a more transparent shopping environment [6] - A stable pricing environment supports long-term brand development, allowing for reasonable planning of promotional activities and profit margins, thus achieving sustainable development goals [6] - Overall, online price control is a core means for brand owners to maintain market order and protect channel interests, creating a win-win situation for brands, channels, and consumers through a combination of legal authorization, contractual constraints, technical monitoring, and platform rules [6]