电商低价窜货成风，科学管理策略安托数据助力市场 “拨乱反正”

Core Viewpoint - The phenomenon of low-price diversion in the booming e-commerce market poses significant challenges to brand development, with over 68% of brands experiencing issues related to online pricing chaos in 2024 [1] Group 1: Impact of Low-Price Diversion - Low-price diversion disrupts consumer purchasing decisions, with 73% of consumers comparing prices across multiple platforms, leading to a 42% increase in customer loss for offline stores when abnormal low prices appear online [3] - A domestic beauty brand faced a 35% decline in monthly foot traffic at offline counters due to online pricing chaos, with a 60% surge in return rates from distributors, jeopardizing the channel ecosystem [3] - Price chaos undermines brand trust, as over 65% of consumers question the authenticity and quality of products when they find significant price discrepancies, leading to a drop in brand loyalty for a high-end appliance brand from top 3 to 12 in the industry [3] - Continuous pricing chaos for over six months can reduce a brand's market share by an average of 18% and decrease user repurchase rates by 27%, exemplified by a popular snack brand that went from 1 billion in annual sales to exit the market in just 18 months [3] Group 2: Root Causes of Low-Price Diversion - Regional price differences contribute to low-price diversion, as brands often set differentiated pricing strategies for different markets, leading to "diversion arbitrage" by low-price regional distributors [4] - Sales management systems have vulnerabilities, making it difficult for brands to monitor actual prices set by downstream distributors, often realizing the scale of price chaos only after it has occurred [4] - Imbalanced incentive policies encourage distributors to sell at low prices to meet performance targets, with examples of distributors selling products below cost to achieve sales goals [4] Group 3: Strategies to Combat Low-Price Diversion - Brands need to establish a robust distribution and price control system, implementing a comprehensive monitoring mechanism and signing strict price control agreements with distributors [5] - Utilizing intellectual property complaints as a legal tool is crucial, requiring brands to prepare sufficient rights documentation and evidence of infringement to file complaints against unauthorized sellers [5] - Engaging professional third-party price control agencies can provide tailored solutions, including data monitoring and infringement analysis, to help brands stabilize market pricing [6] - A multi-faceted approach is essential for brands to effectively address low-price diversion, ensuring sustainable development and protection of brand value in a competitive market [6]