Core Viewpoint - Effective price control on e-commerce platforms should be achieved through a closed-loop mechanism involving "rule formulation - comprehensive monitoring - graded handling - long-term maintenance," focusing on integrating technical monitoring, intellectual property rights protection, and channel management systems to ensure the stability and compliance of brand pricing systems [1][3]. Background - The e-commerce market is increasingly competitive, with brands facing issues such as price dumping, cross-regional diversion, and counterfeit goods, which severely erode dealer profit margins and damage brand image. Effective price control aims not only to curb low-price behaviors but also to build a healthy and orderly sales channel ecosystem. Since mainstream e-commerce platforms typically do not proactively intervene in brand price management requests due to antitrust compliance considerations, brands need to rely on legal and compliant means, such as intellectual property protection mechanisms, to promote the governance of violations [3]. Implementation Methods - Five core strategies should be collaboratively advanced: - **Intellectual Property Complaints**: Initiate infringement complaints against unauthorized stores using brand trademarks or promotional images, achieving over 85% success in delisting with a short processing time of 3-5 working days [4]. - **Price Monitoring System**: Deploy AI-driven crawling tools to automatically collect price information across over 30 mainstream e-commerce platforms, achieving 24/7 coverage and accurately reflecting actual transaction prices after discounts [4]. - **Dealer Agreement Constraints**: Clearly define minimum advertised prices (MAP) and allowable fluctuation ranges in dealer agreements, enhancing enforcement effectiveness [4]. - **Traceability Technology**: Use technologies like unique codes, blockchain, or RFID to track product circulation paths, significantly reducing diversion rates [4]. - **Legal and Administrative Protection**: For persistent violators, take further measures such as sending legal letters or reporting to market supervision departments [4]. Differentiated Strategies for E-commerce Platforms - Different e-commerce platforms require tailored response strategies: - **Taobao/Tmall**: Submit complaints for image and trademark infringement through Alibaba's Intellectual Property Protection Platform (IPP) [6]. - **Pinduoduo**: Quickly initiate delisting requests for obviously low-priced products through its "Intellectual Property Protection Center" [10]. - **Douyin/Kuaishou**: Establish price reporting systems before live broadcasts to prevent unauthorized price reductions [10]. Execution Process - The execution process involves a four-stage closed-loop management: - **Rule Formulation**: Establish a solid foundation for price control [7]. - **Comprehensive Monitoring**: Timely detection of abnormal pricing behaviors [7]. - **Graded Handling**: Implement categorized strategies for rectification [7]. - **Long-term Maintenance**: Build a sustainable channel ecosystem [10]. Systematic Monitoring - Deploy professional e-commerce monitoring systems to set abnormal price thresholds, with a warning triggered if prices fall below 15% of the guidance price. Regularly produce price monitoring reports detailing low-price store distribution and price deviation analysis [10]. Positive Incentive Mechanism - Establish a positive incentive mechanism for dealers who strictly adhere to pricing policies, prioritizing supply and marketing resource allocation for compliant partners. Regularly conduct channel training to enhance partners' recognition and execution of pricing management systems [11].

Core Viewpoint - The rapid growth of the digital economy has created new growth opportunities for e-commerce platforms, but the issue of price chaos remains a significant challenge for brands, affecting their profits and market order [1] Group 1: Complaint Strategies - Trademark infringement complaints can be initiated by collecting evidence and submitting trademark registration and authorization documents [3] - Copyright infringement complaints can be filed for unauthorized use of website images or product designs, requiring copyright registration certificates [4] - Patent infringement complaints can be made against sellers of counterfeit products, necessitating patent certificates and comparison images [4] - False advertising reports can be submitted for practices like "low-price traffic" and "false promotions," typically receiving results within 3-5 working days [5] Group 2: Root Cause Management of Price Chaos - Signing distribution guarantee letters with clear pricing terms and penalties for violations can help manage pricing issues [6] - Establishing a price monitoring mechanism, including software for real-time tracking and a team for regular checks, is essential [7] - Implementing a reporting reward system encourages supervision from all parties [7] - Timely price adjustment notifications through dedicated channels ensure effective policy implementation [8] - Developing differentiated products for online channels can reduce the likelihood of price chaos [9] Group 3: Long-term Preparedness - Brands must maintain strategic focus as price control is a long-term effort, often taking 3-6 months to stabilize prices [10] - Continuous monitoring and handling of new violations are necessary even after initial successes [10] - Establishing price control as part of daily operations and creating a long-term mechanism is crucial for fundamentally addressing price chaos [11] Group 4: Recommendations for Brands - Setting up a dedicated price control team is recommended [12] - Implementing a monthly analysis mechanism can enhance oversight [12] - Collaborating with professional price control companies can provide additional support [12] - Improving the training system for distributors is essential for effective price management [12]