Core Viewpoint - The necessity of addressing e-commerce price chaos and unauthorized sales is highlighted, as it can undermine brand positioning and harm the interests of brands, distributors, and consumers [1]. Group 1: Governance Necessity - E-commerce unauthorized sales, known as "窜货," occur when distributors sell products outside their designated areas without brand permission, leading to price chaos [1]. - Price chaos can damage the market positioning established by brands, affecting multiple stakeholders [1]. Group 2: Governance Methods - A monitoring system should be established to track actual prices across multiple platforms, as promotional activities can lead to lower consumer prices [3]. - The depth and breadth of data monitoring are crucial for effectively addressing low-price issues [3]. Group 3: Governance Plan Development - A pricing and sales system should be standardized, including monitoring authorized stores for low-price sales and notifying them of violations [4]. - Non-authorized low-price links should be effectively managed through communication and complaints, including intellectual property complaints [4]. - A standardized pricing system should be created to ensure price stability across all sales channels, with real-time monitoring for price fluctuations [4]. - Strict sales policies must be established to prohibit unauthorized sales and price dumping, fostering close cooperation with e-commerce platforms to combat violations [4]. Group 4: Traceability and Penalty Mechanisms - Implementing invisible anti-counterfeiting codes for products allows for full-chain tracking, with contracts specifying sales areas for distributors [7]. - Penalty mechanisms include requiring distributors to repurchase products and pay fines upon first violation, with escalating penalties for repeated offenses [7]. - Strengthening copyright protection and actively combating counterfeit products through complaints and rights protection measures is essential [7]. Group 5: Third-Party Price Control - Selecting appropriate third-party price control companies can effectively address e-commerce price chaos and related issues such as unauthorized sales and counterfeit products [9]. - Non-authorized low-price links can be removed through effective governance, including intellectual property complaints and platform rule enforcement [9]. - Authorized stores that do not comply with price adjustments can also face removal of low-price product links through complaints and internal reporting mechanisms [9].