Core Insights - The phenomenon of low pricing and diversion in channels is a common issue in brand development, which can be transformed into an opportunity for optimizing channel management [1] - Low pricing is not entirely negative; a reasonable low pricing strategy can quickly attract traffic and open new markets, serving as a leverage to attract quality distributors [1][3] - Brands need to establish a systematic governance framework to turn crises into opportunities for enhancing channel resilience [1][7] Pricing Dynamics - Low pricing reflects the direct relationship between market supply and demand, requiring brands to analyze its dual attributes [3] - Controlled low pricing strategies, such as limited-time promotions, can help brands penetrate lower-tier markets effectively [3] - Uncontrolled low pricing can create a "price black hole," eroding brand premium capabilities, as evidenced by a high-end cosmetics brand experiencing a 22% year-on-year decline in sales due to unmanaged low-priced goods [3] Governance Framework - The core of low pricing governance lies in establishing a comprehensive management framework that includes monitoring, analysis, intervention, and review [3][5] - An example is the AI monitoring system developed by Liwei Network, which scans over 5 million product links daily to identify abnormal low prices across various platforms [3][5] - The analysis phase involves grading low pricing incidents based on severity, duration, and sales scale, allowing for tailored responses to different types of violations [5] Legal and Technical Integration - Effective low pricing governance requires a combination of legal, technical, and commercial strategies [5] - Utilizing blockchain technology for product traceability and enhancing contract terms to link price control with distributor incentives are key strategies [5] - A white liquor brand successfully tracked diversion paths using RFID chips, imposing penalties on violators to curb diversion [5] Incentive Mechanisms - Brands should establish positive incentive mechanisms, such as a "price maintenance reward fund," to encourage compliance among distributors [5][7] - Successful low pricing promotional activities should be standardized and promoted across all channels to enhance market order [5][7] Sustainable Channel Ecosystem - The ultimate goal of low pricing governance is to build a sustainable channel ecosystem, integrating price control into strategic management [7] - Regular channel management review meetings should be held to analyze the root causes of low pricing, such as inventory issues or competitive pressures [7] - Collaborating with third-party agencies can provide technical support and trend forecasting based on industry data, helping brands to preemptively address pricing war risks [7]