Core Viewpoint - The article discusses the challenges faced by growing brands on open e-commerce platforms like Taobao and Pinduoduo, where price control issues threaten profit margins and brand value. It emphasizes the need for a systematic and actionable pricing control strategy to combat these challenges. Group 1: Intelligence Warfare - The foundation of price control is visibility, which cannot be achieved through manual monitoring due to inefficiency and potential oversights. It is recommended to utilize professional monitoring tools to set price thresholds, automatically capture product links across the internet, and provide real-time alerts for abnormal sales below the suggested price [3]. Group 2: Psychological Warfare - Many instances of low pricing are not malicious but stem from channel partners seeking short-term sales. Instead of direct confrontation, brands should first build rapport by acknowledging the sales contributions of these partners and explaining the long-term damage of price chaos to brand image and interests. Communication can be conducted through phone calls, emails, or formal letters to clarify pricing policies and rectification requirements [4]. Group 3: Regulatory Warfare - For persistent offenders, brands should promptly initiate platform complaint mechanisms. Complaints can be based on trademark infringement, copyright violations, or unauthorized sales, supported by a complete evidence chain (such as product page screenshots, price comparison data, and authorization qualifications). Utilizing platform intellectual property protection systems can lead to the removal, demotion, or restriction of offending links, creating an effective deterrent [6]. Group 4: Systematic Defense - Price control should be viewed as a proactive defense rather than a reactive measure. Brands need to establish a clear authorization management system, define distribution levels and pricing standards, and incorporate pricing control performance into channel assessments. Additionally, integrating online and offline data is crucial to prevent online low prices from impacting offline markets. Regular reviews of violation trends and dynamic strategy adjustments are necessary to shift from passive response to proactive prevention [7]. Group 5: Brand Value - Price serves as a thermometer for brand value. In a traffic-driven e-commerce environment, maintaining price integrity is essential for the long-term vitality of the brand. This ongoing battle requires persistent systematic operations and multi-dimensional collaboration to ensure that brands maintain their value in a noisy market [9].

Group 1 - The effective control of product pricing by brand owners is crucial for maintaining market order and ensuring healthy brand development [1] - Brand owners should follow a specific process for self-price control, which includes channel sorting, price control, and creating detailed product price lists to regulate online and offline distributors [3] - A scientific pricing system is the foundation of price control work, providing clear standards and basis for subsequent price management [3] Group 2 - Early-stage brands should not overlook price control, as a unified product price is essential for building confidence among customers and distributors [4] - Many brands face challenges in price control due to neglecting this aspect in the early stages, leading to increased time and costs for later management [4] - Legal considerations indicate that price control may be viewed as illegal, thus brands must adopt indirect methods for price management on e-commerce platforms [5] Group 3 - Brands can utilize intellectual property complaints and counterfeit reports as means to achieve price control while adhering to platform rules [5] - The importance of addressing online pricing chaos through reasonable methods is emphasized to maintain market order and long-term brand development [5]

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]

Core Viewpoint - The article discusses the importance of brand price control and the methods to maintain price order in the market, addressing issues like price discrepancies and potential internal diversion or patent infringement [1] Group 1: Price Control Strategies - Establishing a "source tracking system" is crucial for preventing diversion. Brands can add special identifiers to products, allowing them to quickly locate and penalize unauthorized sellers. For instance, a sports brand identified 12 cross-region selling stores within three months, resulting in a 70% decrease in diversion rates [2] - Brands can initiate intellectual property complaints against counterfeit or patent-infringing products. By preparing necessary documentation, such as patent certificates and comparison images, brands can effectively remove infringing listings. An electronic brand managed to eliminate over 200 infringement links in six months, leading to a 35% increase in sales of patented products [4] - Implementing a dual approach of platform rules and internal policies is essential for price control. For example, setting up price monitoring on e-commerce platforms can alert brands when prices fall below the suggested retail price. A beauty brand achieved a compliance rate of 95% among its distributors by controlling price fluctuations within 5% [5] Group 2: Overall Impact of Price Control - The essence of brand price control is to create a dual defense of "technology + rules." By ensuring traceability of each product and a quick response to infringements, the market can return to a rational order. Price control is not about limiting competition but about protecting brand value and consumer trust [5]

Core Viewpoint - Brand price control refers to a series of measures taken by brand owners to protect their interests, maintain brand image, and stabilize market prices by managing and controlling product prices in sales channels [1] Group 1: Steps for Brand Price Control - Step 1: Define Price Control Objectives - Brand owners need to clarify their price control objectives, such as preventing low-price dumping, maintaining price stability, and enhancing brand image [4] - Step 2: Develop Price Control Strategies - Price system planning involves setting reasonable price ranges and profit margins to ensure that all levels of distributors can achieve reasonable profits [4] - Channel management includes strict management of sales channels to prevent price undercutting and low-price sales, along with signing price protection agreements with distributors [5] - Promotion activity management aims to standardize promotional activities to avoid price chaos, establishing unified promotional policies and price standards [5] - Intellectual property protection focuses on strengthening IP protection to combat counterfeit products, thereby maintaining brand image and price system [6] - Step 3: Execute Price Control Operations - Monitoring market prices regularly to detect low-price sales promptly [7] - Communicating and negotiating with distributors to understand the reasons for low-price sales and seeking solutions, with potential actions against malicious low-price sellers [8] - Legal measures can be taken against distributors who severely violate pricing policies, such as filing lawsuits or reporting to regulatory agencies [9] - Optimizing supply chain management to reduce costs and enhance product competitiveness, thereby decreasing reliance on low-price sales [10] - Step 4: Evaluate and Adjust - After executing price control operations, brand owners need to assess the effectiveness of price control and make adjustments based on evaluation results, which may include market price stability, distributor satisfaction, and brand image [11] - Step 5: Establish Long-term Price Control Mechanisms - To maintain price system stability, brand owners should establish long-term price control mechanisms, including regular reviews of pricing policies, enhanced distributor training, and improved price monitoring systems [12] Group 2: Summary of Brand Price Control Process - The brand price control process involves defining objectives, developing strategies, executing operations, evaluating and adjusting, and establishing long-term mechanisms, all of which are interrelated and mutually reinforcing [13]

Group 1 - The core viewpoint emphasizes the importance of price control as a critical competitive advantage for brands in the integrated e-commerce and traditional retail market [2] - Establishing a scientific price management system is fundamental for effective price control, considering factors like product development costs, market positioning, competitor pricing, and consumer price sensitivity [5] - Brands should implement a regular price monitoring mechanism on e-commerce platforms, utilizing both manual inspections and software to track pricing in real-time [6] Group 2 - Early-stage price management is strategically significant for long-term brand development, contrary to the belief that it is less important when sales volume is low [8] - A unified pricing system fosters market trust, as demonstrated by a startup skincare brand that achieved a 90% renewal rate among distributors in its first year through strict price control [9] - Failure to address pricing chaos early can lead to significantly higher costs later, with some brands spending over 2 million yuan to rectify pricing issues due to initial neglect [10] Group 3 - Brands must navigate legal boundaries regarding price control, as direct price restrictions may violate antitrust laws, yet effective management strategies can still be pursued within legal frameworks [11] - Utilizing compliant complaint channels, such as intellectual property protections, is essential for brands to achieve price control objectives [12] - Establishing flexible pricing guidance mechanisms, like sales rebates, can help brands encourage compliance among distributors while minimizing legal risks [13]

Core Viewpoint - Brand price control is essential for maintaining a healthy channel ecosystem, preventing harmful price wars that erode dealer interests and brand value, while providing consumers with stable price expectations [1] Group 1: Digital Price Control Technologies - Digital traceability technology, such as blockchain, is being utilized for transparent management across all channels, allowing for real-time tracking of product flow from production to sale [3] - A specific case shows that a home appliance brand reduced cross-region price diversion by 67% within three months by implementing this technology, while also identifying three non-compliant dealers [3] - The integration of AI image recognition technology has improved efficiency in price monitoring by over 90% compared to traditional manual methods [3] Group 2: Dynamic Pricing Models - The "elastic price control system" proposed by a technology company uses big data modeling to achieve differentiated price management, categorizing dealers into strategic, growth, and potential types [5] - Strategic dealers are allowed a price adjustment range of 5%-8%, while new dealers must strictly adhere to the suggested prices, balancing channel interests and market flexibility [5] - A cosmetics brand that adopted this model saw a 42% increase in dealer retention and an 18% growth in average order value in e-commerce channels [5] Group 3: Legal Compliance and Data Empowerment - Effective price control requires a combination of legal deterrence and technical prevention, exemplified by a "price compliance toolkit" developed in collaboration with legal teams [6] - The toolkit includes guidelines for channel price management and standardized evidence collection processes, significantly reducing the time to address price violations from 45 days to 7 days [6] - A food company successfully resolved 23 cross-province price diversion cases, with 8 resulting in court-ordered compensation, highlighting the effectiveness of legal integration in price control [6] - A "red-yellow-blue" grading mechanism for dealers is established, where repeat offenders are blacklisted, ensuring a sustainable channel ecosystem [6] Group 4: Overall Industry Implications - Brand price control has evolved from simple price management to comprehensive ecosystem governance, emphasizing the need for a deep integration of technology, data insights, and legal enforcement to create a robust channel price management system [6]

Core Insights - The article outlines a comprehensive approach to brand price control, emphasizing the importance of setting clear objectives and strategies for effective price management [4][5][12]. Group 1: Price Control Objectives and Strategies - Establishing clear price control goals and strategies is essential, including defining the range of products or services that require price control and the extent of control needed [4]. - Setting price standards based on costs, market demand, and competitor pricing is crucial for developing a reasonable pricing framework [5]. - Choosing appropriate price control strategies, such as price adjustments, promotional activities, and channel management, is necessary for effective implementation [5]. Group 2: Price Monitoring System - Conducting regular market research to understand price dynamics and gather competitor pricing information is vital for maintaining competitive pricing [6]. - Creating a price database to record prices across different channels and time periods allows for effective analysis and comparison [6]. - Utilizing technology, such as price monitoring software, enables real-time tracking of market prices to quickly identify low-price behaviors [6]. Group 3: Implementation of Price Control Measures - Establishing close cooperation with distributors to communicate price policies and ensure compliance is important for maintaining price integrity [8]. - Signing price agreements with distributors to define price floors and penalties for non-compliance helps enforce pricing strategies [8]. - Adjusting supply policies for distributors who violate pricing regulations, such as reducing supply or canceling discounts, is a necessary punitive measure [8]. Group 4: Enhancing Brand Image and Value - Providing value-added services, such as high-quality after-sales support and customized services, can enhance customer satisfaction and loyalty [9]. - Strengthening brand promotion efforts to increase brand awareness and reputation is essential for fostering consumer loyalty [7]. Group 5: Continuous Evaluation and Optimization - Regularly assessing the effectiveness of price control strategies based on market feedback and sales data is crucial for ongoing improvement [10]. - Timely adjustments to price control strategies based on evaluation results ensure the achievement of pricing objectives [11]. - Ensuring compliance with relevant laws and regulations in price control strategies is necessary to avoid legal risks [12].

Core Viewpoint - The article discusses effective strategies for brand price control and low-price management on the second-hand trading platform Xianyu, emphasizing the importance of clear pricing policies, data monitoring, communication, and collaboration with third-party companies. Group 1: Pricing Policy and Market Research - Brands should establish clear pricing policies that cover costs and meet market demand, providing foundational guidance for price control efforts [3] - Conducting thorough market research on Xianyu's competitive landscape, including competitor pricing and consumer preferences, is essential for developing targeted pricing strategies [3] Group 2: Data Monitoring and Identification - Utilizing professional tools for real-time monitoring of product prices on Xianyu helps track market dynamics, including competitor pricing fluctuations [4] - Assigning unique identification codes to each product aids in recognizing product sources and sales channels, facilitating more efficient price tracking and management [4] Group 3: Communication and Intellectual Property Protection - Establishing good communication channels with sellers can encourage compliance with pricing policies and reduce conflicts [5] - Actively protecting intellectual property by reporting unauthorized sales and counterfeit activities helps maintain brand image and curb low-price disruptions [5] Group 4: Reporting and Third-Party Collaboration - Brands should report non-compliant sellers through the platform's reporting mechanism and familiarize themselves with platform rules [7] - Collaborating with professional third-party price control companies can enhance market price monitoring and timely detection of low-price issues [7] Group 5: Continuous Monitoring and Brand Management - Price control is an ongoing process requiring continuous market monitoring and timely adjustments to pricing strategies [7] - Strengthening brand promotion and managing sales channels ensures that only authorized sellers can distribute products, reducing demand for low-priced unauthorized products [7] Group 6: Regular Monitoring and Reporting - Regularly searching for the brand's products on Xianyu to identify low-price sales and communicating with sellers about pricing policies is crucial [9] - For products priced significantly below normal and damaging to brand image, reporting to Xianyu with supporting evidence is necessary [9]