Core Viewpoint - The article emphasizes the importance of price control in the e-commerce industry, highlighting that price chaos, such as low pricing and unauthorized sales, damages brand image and market order, making it crucial for brands to establish effective price control and protection mechanisms [1] Group 1: Establishing Price Control Systems - Brands should create a clear pricing system that defines the sales price range for distributors and agents, including minimum selling prices and promotional prices, and incorporate these terms into cooperation agreements [3] - Regular training for partners on pricing policies and risks is essential to reduce price chaos from the source [3] Group 2: Monitoring Prices - Effective price control requires timely detection of pricing violations, which can be achieved through a combination of manual and tool-based monitoring across major e-commerce platforms [3] - Brands can utilize specialized e-commerce price monitoring software to set alerts for price deviations, ensuring immediate awareness of any pricing issues [3] Group 3: Legal and Complaint Measures - Brands can file complaints with e-commerce platforms for intellectual property violations, such as unauthorized use of trademarks or logos, leading to potential removal of infringing listings [4] - Complaints can also be made against misleading advertising practices, with platforms taking action against violators [4] Group 4: Strengthening Collaboration with E-commerce Platforms - Brands should actively collaborate with e-commerce platforms to establish long-term price control mechanisms, including joint development of pricing rules and participation in related activities [6] - Regular communication with platforms regarding pricing control effectiveness and adjustments based on market changes is vital for maintaining brand stability in the e-commerce market [6] Group 5: Additional Legal Actions - In cases of severe pricing violations that cannot be resolved through platform complaints, brands can escalate issues to local industry and commerce bureaus or pursue legal action against offending merchants [7] - Collecting evidence of pricing violations is crucial for both administrative and legal proceedings to ensure market order and protect brand interests [7]

Core Viewpoint - The article emphasizes the necessity for brands in the e-commerce industry to adopt a multi-channel approach to protect their rights and maintain market order amidst challenges like price chaos and infringement issues [1]. Group 1: E-commerce Platform Tools - E-commerce platforms have built-in intellectual property protection systems that serve as the primary defense for brands. Major platforms like Taobao, JD.com, and Pinduoduo have dedicated IP protection centers [3]. - Brands can initiate complaints against infringement links by providing necessary documentation such as trademark registration certificates and copyright registration certificates. For instance, Taobao allows brands to submit evidence of trademark, copyright, and patent infringements through its "Intellectual Property Protection Platform" [3]. - The advantages of these channels include quick response times and ease of operation, making them essential for daily rights protection [3]. Group 2: Administrative Regulatory Support - Administrative regulatory bodies play a crucial role in combating severe infringement cases. Brands can report issues like large-scale diversion or counterfeiting to market regulatory departments and intellectual property offices [3]. - These departments can conduct on-site inspections, seize infringing goods, and impose administrative penalties based on laws such as the Trademark Law and the Anti-Unfair Competition Law [3]. - Brands can also utilize the 12315 platform for online reporting, enhancing the collaboration between government and enterprises to deter illegal activities effectively [3]. Group 3: Judicial Pathways - The judicial route is the ultimate means for brands to safeguard long-term interests and hold infringers legally accountable. If infringement leads to significant economic losses or if administrative and platform remedies are ineffective, brands can file civil lawsuits [4]. - For serious offenses like trademark counterfeiting, brands can report to law enforcement to pursue criminal charges against infringers [4]. - Judicial rulings carry authority and can help brands recover economic losses while serving as a basis for future complaints and administrative reports, reinforcing the deterrent effect against infringers [4]. Group 4: Third-Party Professional Agencies - Third-party price control agencies offer efficient, one-stop solutions for brands lacking professional teams or resources. These agencies utilize extensive industry experience and proprietary monitoring systems to conduct real-time checks across multiple platforms [4]. - They are familiar with platform rules and complaint processes, allowing them to develop targeted complaint strategies that enhance success rates and prevent damage to brand accounts [4]. - Additionally, these agencies assist brands in establishing long-term price control mechanisms, ensuring a systematic and proactive approach to rights protection [4]. Group 5: Comprehensive Rights Protection Strategy - In summary, brands should combine various channels based on their needs: platform channels for daily rights protection, administrative and judicial channels for robust support, and third-party agencies for professional assistance [5]. - A "multi-channel collaboration and full-process coverage" pricing control system is essential for brands to effectively curb infringement and price chaos, thereby safeguarding market order and their long-term interests [5].