Core Viewpoint - The article emphasizes the importance of intellectual property complaints as a targeted means for brand owners to manage pricing violations on e-commerce platforms, advocating for a structured approach that balances efficiency and flexible governance [1]. Group 1: Intellectual Property Complaint Management - The management of intellectual property complaints should be phased, focusing on both efficiency and flexible governance [1]. - A "communication first, complaint as a fallback" tiered handling system is essential for brands to address e-commerce violations effectively [3]. Group 2: Phased Approach to Enforcement - **Phase One: Communication Guidance** Brands should initially engage in "soft communication" with unauthorized sellers to reduce governance costs and demonstrate compliance intent. This involves sending a "Price and Authorization Compliance Rectification Notice" to inform sellers of their violations and provide a reasonable rectification period of 3-5 working days [4][5]. - **Phase Two: Compliance Evidence for Complaints** If communication fails, brands must prepare complete and compliant evidence to support their claims. This includes proving the legitimacy of their rights and the authenticity of the seller's infringement [5]. Group 3: Evidence Requirements - **Core Evidence One: Proof of Legitimate Rights** Brands must provide clear and valid documentation to demonstrate their intellectual property rights, including trademark registration certificates, patent certificates, and copyright registration [6]. - **Core Evidence Two: Seller Infringement Evidence** Brands need to gather basic evidence of violations, such as screenshots of the seller's store and product listings, as well as any relevant purchase and inspection reports if counterfeit goods are suspected [6].