在淘宝、拼多多、抖音等电商平台构建的消费生态中，品牌线上营收占比持续攀升，但低价乱价、窜货倾销等问题也随之凸显，严重侵 蚀品牌利润、破坏市场信任。专业的国内品牌控价公司凭借对本土平台规则的深刻理解，成为品牌守住价格防线的核心力量。其控价并 非简单的投诉删链，而是一套"规则先行、精准监测、分级处置、长效优化"的全链路服务体系。 第一步是锚定本土规则，共建专属控价标准。控价公司首先与品牌深度绑定，结合国内电商特性明确控价边界。一方面协助梳理价格体 系，针对618满减、直播秒杀等常见促销玩法，设定合理浮动区间，比如日常售价不低于指导价90%，大促最低折扣不突破80%；另一方 面界定违规范畴，将拼多多砍价链接、抖音直播间口播低价等本土场景纳入监控，同时通过协议明确授权经销商权责，禁止向闲鱼个人 卖家、社群团购等非正规渠道供货。 第三步是分级高效处置，联动平台资源。这是控价的核心环节，控价公司凭借对平台维权渠道的掌握，实施差异化处置。对授权经销商 的轻微乱价，发送预警函并明确24小时整改期限，未整改则扣除返利、暂停供货；对无授权卖家，通过商标侵权、著作权侵权等知识产 权通道投诉删链；对顽固窜货商，协助提交窜货举报函，借 ...

Core Viewpoint - The article discusses the widespread issue of price chaos among agents on e-commerce platforms like Taobao and Pinduoduo, emphasizing the need for brands to adopt scientific strategies to address this problem and protect market ecology [1] Group 1: Strategies to Address Agent Price Chaos - Brands can tackle agent price chaos through three main approaches: platform complaints, government-enterprise collaboration, and consumer guidance [3] - The first approach involves utilizing the intellectual property complaint system on e-commerce platforms to target specific violations by agents [3] - The second approach suggests collaborating with judicial and administrative bodies to enhance the deterrent effect of rights protection when platform complaints are ineffective [3] - The third approach focuses on guiding consumer behavior to indirectly pressure chaotic pricing stores, such as organizing compliant consumers to purchase and return products to disrupt inventory management [3] Group 2: Threefold Harm of Agent Price Chaos - Agent price chaos impacts multiple levels, including channel ecology, consumer decision-making, and brand reputation [4][5][6] - It compresses terminal agent profits, leading to potential channel loss as consumers gravitate towards lower-priced products, causing a significant drop in sales volume for compliant agents [4] - The low-price strategy of agents undermines the competitiveness of compliant agents, resulting in a vicious cycle of price competition that threatens the profitability of the entire channel [5] - The presence of low-priced products often includes counterfeit or inferior goods, which can damage consumer trust in the brand and lead to negative perceptions of quality and management [6] Group 3: Five Causes of Agent Price Chaos - To effectively address agent price chaos, it is essential to identify its root causes [7] - One cause is the imbalance in brand incentive models that prioritize short-term sales over long-term channel health, leading agents to resort to low pricing to meet sales targets [7] - Another cause is the lack of product differentiation, which forces agents to compete solely on price due to weak market competitiveness [8] - Low entry barriers for agents result in a lack of awareness of pricing rules, allowing opportunistic agents to engage in chaotic pricing practices [9] - Agents may also exhibit a herd mentality, following competitors into low pricing strategies due to perceived market pressures or inventory issues [10] - Lastly, insufficient brand competitiveness and unclear price anchors can lead agents to believe that high prices are unviable, prompting them to adopt low pricing strategies [11] Group 4: Recommendations for Brands - Brands should focus on optimizing incentive models to balance sales and compliance, creating differentiated products to enhance core competitiveness, and improving brand strength to establish clear price anchors [11]