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].

Core Viewpoint - The article discusses the challenges faced by Liuliu Guoyuan Group, the company behind the popular snack product Liuliu Mei, particularly in terms of supply chain management, pricing power, and financial stability as it prepares for its IPO [1][5][21]. Financial Performance - Liuliu Guoyuan's investment return for Sequoia China over nine years was 93%, with an annualized return rate of 7.6%, which is considered low compared to other cases [5]. - The company's gross profit margin has declined from 40.1% in 2023 to 36.0% in 2024, attributed to rising raw material costs [8][16]. - The net profit margin has shown an increase from 5.8% in 2022 to 9.1% in 2024, but this is considered "inflated" due to government subsidies and tax benefits [18][19]. Supply Chain Issues - Liuliu Guoyuan has struggled with supply chain management, failing to stabilize raw material prices, which has led to increased costs and reduced profit margins [6][9]. - The price of Qingmei has risen from 6.31 yuan/kg in 2016 to 8.72 yuan/kg in 2017, impacting the company's profitability [8]. - The company does not own its orchards and relies on market procurement, which has limited its ability to control costs effectively [9]. Pricing Power and Market Dynamics - The company has faced challenges in maintaining pricing power, with significant price drops in its products, such as a 27.91% decrease in the price of Mei Frozen products in 2024 [10][12]. - The revenue from retail partners has surged from 23% in 2023 to 50.6% in 2024, indicating a growing dependency on large clients, which diminishes the company's bargaining power [12][13]. Financial Risks and IPO Pressure - Liuliu Guoyuan is under significant financial pressure, having to repay Sequoia China's investment, which has strained its cash flow [21]. - The company has initiated emergency financing rounds to cover debts, leading to a valuation discount of 9%-10% compared to previous rounds [21]. - The company faces a series of redemption clauses tied to its financing rounds, which could trigger if it fails to complete its IPO by specified deadlines, posing a severe risk to its operational continuity [23].