维护品牌价值与市场稳定的关键

Core Viewpoint - The rapid development of short videos and live e-commerce has made Douyin and Kuaishou essential platforms for brands and merchants to expand their market presence, but issues like price chaos and malicious low-price competition have emerged, necessitating effective product price control strategies for brands [1]. Douyin Platform Price Control Strategy - Brands need to establish detailed and clear pricing guidelines, including minimum selling prices and reasonable price fluctuation ranges [3]. - It is essential to sign binding cooperation agreements with distributors and live-streaming hosts, clearly defining rights and obligations regarding price execution [3]. - Brands should utilize Douyin's various tools, such as the price monitoring module of "Douyin Shop" and the price management system of "Douyin Window," to track price changes in real-time [3]. - The "minimum price protection" mechanism should be employed to set price floors and automatically block any pricing below the threshold [3]. - Strengthening communication with partners on the platform is crucial to understand their operational challenges and provide targeted support [3]. Kuaishou Platform Price Control Strategy - Brands should develop rigorous pricing standards tailored to Kuaishou's operational characteristics, specifying minimum selling prices and price ranges for different sales scenarios [4]. - Signing standardized cooperation contracts with distributors and live-streaming hosts, with a focus on price clauses, is necessary [4]. - A swift response mechanism should be in place for partners violating pricing regulations, including penalties such as suspending cooperation or fines [4]. - Utilizing Kuaishou's unique tools, like the price alert function of "Kuaishou Shop" and the price record system of "Kuaishou Window," is vital for real-time price monitoring [4]. - Regular communication with partners in the Kuaishou ecosystem is important to understand their inventory and sales needs, providing necessary support [4]. Summary - Effective product price control on Douyin and Kuaishou is crucial for brands to maintain brand value and stabilize market order [5]. - Implementing platform-specific pricing policies, utilizing platform tools for dynamic monitoring, and deepening collaboration with partners can effectively curb pricing chaos [5]. - Continuous product innovation and improvement in quality and service are essential for gaining consumer recognition and establishing a solid market foundation for price control efforts [5].