其次，解答 "品牌为什么要做控价"。控价对品牌的长期发展至关重要，主要体现在三个层面：一是守 护品牌形象与消费者信任。若市场上产品价格混乱，消费者会对品牌产生 "定价不规范""产品价值存 疑" 的印象，甚至因低价买到假货，导致品牌口碑崩塌；二是保障经销商利益，稳定销售渠道。经销商 是品牌的 "合作伙伴"，若部分卖家恶意低价，会挤压其他经销商的利润空间，引发 "跟风乱价" 或经销 商放弃代理，导致销售渠道断裂；三是维护品牌长期竞争力。品牌需通过稳定的价格体系，匹配产品品 质与定位，避免陷入 "低价战" 消耗品牌价值，为研发、推广等长期投入预留空间，实现可持续发展。 最后，探讨 "控价怎么做"。品牌控价需构建 "规则 + 监测 + 维权 + 借力" 的完整体系：其一，制定清晰 的价格规则与奖惩机制。明确产品的零售价、分销价、促销底价等标准，将价格条款纳入经销商协议， 对合规者给予返利、广告支持等奖励，对乱价者采取扣返利、终止合作等惩罚；其二，全渠道动态监测 价格。借助人工排查与专业工具，定期扫描淘宝、京东、抖音电商等线上平台及线下门店，一旦发现乱 价、售假线索，立即固定证据（截图、聊天记录等）；其三，依法依规维权 ...

辛辛苦苦打造的品牌形象，被网上"9.9包邮"的未授权链接搞得一地鸡毛？授权经销商怨声载道，消费者对品牌信任度直线下降？别急，今天我们就来聊 聊，如何专业、高效地给线上渠道做一次"深度净化"。 首先，我们要明白，线上未授权问题，远不止"低价"两个字那么简单。它背后是品牌价格体系的崩塌、渠道信心的流失，更是对品牌价值的严重稀释。所 以，我们的目标绝不仅仅是下架几个链接，而是要建立一个健康、有序的线上销售生态。 "三步净化法"，还你一个清爽的线上环境 第一步：精准溯源，全网监控 假货投诉： 对于明显是仿冒品的，果断以"售卖假货"进行投诉。一旦成立，对店铺的打击是毁灭性的。 刮码/遮挡投诉： 很多违规商家会刮掉产品溯源码，这本身就是违规行为，可以作为投诉的有力佐证。 律师函函告： 对于一些顽固的大卖家，一封专业的律师函往往能起到意想不到的震慑作用。 第三步：长效治理，防患未然 "净化"不是一次性工程，而是需要长期维护的生态系统。 建立渠道价格监控体系： 将监控常态化、制度化。 知己知彼，百战不殆。我们首先要像侦探一样，摸清这些未授权产品的来源。是经销商窜货？还是假货仿冒？利用专业的监控工具+人工排查，对淘宝、拼 多多 ...

如今，电商平台已成为品牌产品销售的重要战场，但部分商家为抢占市场、提升销量，擅自低价销售品 牌产品，不仅打乱了品牌既定的价格体系，还引发恶性竞争，损害品牌与消费者的双重利益。对品牌方 而言，做好电商低价销售的控价工作刻不容缓。本文将详细介绍电商低价控价的具体方法，并阐述控价 带来的多重好处，为品牌方提供切实可行的参考。 对于中小型品牌或缺乏专业控价团队的品牌方而言，委托第三方控价机构是高效的选择。第三方控价机 构拥有专业的价格监测系统，能实时追踪全网电商平台的产品价格，快速发现低价违规信息，相比品牌 方内部团队，其监测范围更广、响应速度更快，可及时捕捉小众电商平台或个人店铺的低价销售行为。 同时，第三方控价机构熟悉各电商平台的规则与投诉流程，能快速准备合规的投诉材料，提高投诉成功 率。某家电品牌此前自行开展电商控价，投诉成功率仅为 40%，委托第三方控价机构后，投诉成功率 提升至 75% 以上。此外，第三方控价机构还能为品牌方提供定制化的控价方案，从经销商管理、平台 投诉到长期价格体系维护，提供全链条服务，帮助品牌方省心、高效地解决电商低价销售问题。 一、电商低价销售，多维度控价方法来破解 （一）完善内部合作 ...

Core Viewpoint - Brand price control is essential for market positioning, profit margins, and consumer trust, requiring a systematic approach that includes prevention, monitoring, handling, and optimization [1] Group 1: Communication and Legal Measures - Communication with violating sellers through various channels (phone, email, etc.) is crucial, using documents like "Price Maintenance Letters" and "Lawyer Letters" to enhance deterrence [3] - Agreements with distributors should specify minimum prices and penalties for violations to control pricing behavior from the source [3] - Intellectual property complaints can be filed against infringement actions, such as unauthorized use of brand logos, to request the removal of violating links [3] Group 2: Channel and Source Control - Establishing a strict authorization system allows only authorized distributors to sell products, utilizing technologies like QR codes and invisible anti-counterfeiting codes to track product flow [3] - Conducting source investigations on offline channels helps control pricing inconsistencies [3] Group 3: Diverse Price Control Methods - Brands should implement a combination of strategies for effective price control, including tiered handling and reward-punishment mechanisms [4] - Flexible communication can guide compliance through rebates for first-time violators, while severe penalties can be imposed on repeat offenders [4] - Incentives for compliant distributors can include higher profit margins [4] Group 4: Platform and Administrative Coordination - Utilizing e-commerce platform's intellectual property protection centers to register brand qualifications can facilitate the bulk processing of low-price link reports [5] - Reporting price violations to regulatory bodies can lead to penalties for persistent offenders [6] Group 5: Third-Party Price Control Services - Collaborating with professional price control companies can provide 24-hour monitoring and efficient handling of violations [7] Group 6: Evidence Collection and Consumer Education - Collecting evidence through purchasing authentication and notarization services can enhance the success rate of complaints [8] - Educating consumers about suggested retail prices can increase awareness of risks associated with unauthorized low prices [9] Group 7: Anti-Counterfeiting and Legal Actions - Implementing anti-counterfeiting technologies can boost consumer trust in authorized channels [10] - Legal actions against severe infringement can include lawsuits to stop violations and seek damages [10] - Judicial measures can quickly curb low-price behaviors by freezing store funds or applying for pre-litigation injunctions [11] Group 8: Overall Strategy - By combining these methods, brands can effectively balance market share and profit while maintaining market order and brand value [12]

Group 1 - The effective control of product pricing by brand owners is crucial for maintaining market order and ensuring healthy brand development [1] - Brand owners should follow a specific process for self-price control, which includes channel sorting, price control, and creating detailed product price lists to regulate online and offline distributors [3] - A scientific pricing system is the foundation of price control work, providing clear standards and basis for subsequent price management [3] Group 2 - Early-stage brands should not overlook price control, as a unified product price is essential for building confidence among customers and distributors [4] - Many brands face challenges in price control due to neglecting this aspect in the early stages, leading to increased time and costs for later management [4] - Legal considerations indicate that price control may be viewed as illegal, thus brands must adopt indirect methods for price management on e-commerce platforms [5] Group 3 - Brands can utilize intellectual property complaints and counterfeit reports as means to achieve price control while adhering to platform rules [5] - The importance of addressing online pricing chaos through reasonable methods is emphasized to maintain market order and long-term brand development [5]

Core Viewpoint - The increasing penetration of e-commerce is leading to an expansion in the online sales scale of brand products, but unauthorized price adjustments by some merchants are disrupting the market price system, necessitating the establishment of a systematic online price control mechanism by brand owners to maintain a reasonable market environment [1] Group 1: Brand Rights and Legal Framework - Brand owners have the legal right to control product prices on e-commerce platforms as they are the owners of intellectual property and the creators of channel rules, supported by laws such as the Trademark Law and the Anti-Unfair Competition Law [3] - Brand agreements typically specify price ranges and penalties for violations, providing a contractual basis for price control [3] - Major e-commerce platforms have established intellectual property protection channels to support brand owners in filing complaints against infringement or violations, enhancing the enforcement of price control [3] Group 2: Methods of Price Control - Brands can build a price control system through multiple dimensions, including intellectual property registration to gain complaint qualifications against unauthorized use of brand identifiers [5] - Improving channel management agreements by requiring dealers to sign price compliance commitments can help constrain price irregularities from the source [5] - Utilizing price monitoring tools or manual inspections to track product prices in real-time allows for early warnings and interventions regarding abnormal price fluctuations [5] - Adding unique traceability codes to products can help track the flow of goods and accurately identify violating merchants, enabling comprehensive control [5] Group 3: Benefits of Price Control - Effective online price control helps maintain brand market positioning, preventing consumer doubts about product value due to significant price differences [6] - It ensures profit margins for channel partners, avoiding low-price dumping that could squeeze dealer earnings and enhancing the stability and positivity of partnerships [6] - Price control promotes healthy market competition by reducing malicious price-cutting behaviors, providing consumers with a more transparent shopping environment [6] - A stable pricing environment supports long-term brand development, allowing for reasonable planning of promotional activities and profit margins, thus achieving sustainable development goals [6] - Overall, online price control is a core means for brand owners to maintain market order and protect channel interests, creating a win-win situation for brands, channels, and consumers through a combination of legal authorization, contractual constraints, technical monitoring, and platform rules [6]

Core Insights - The rapid development of e-commerce platforms has led to increasing price chaos, which poses significant challenges for brand owners [1] - Effective online price control measures are essential for maintaining brand image and market order [1] Group 1: Importance of Pricing for Enterprises - Pricing is a crucial indicator of market competitiveness, directly affecting profit margins, brand image, and market positioning [3] - A well-defined pricing strategy can help stabilize market share and enhance brand value, while price chaos can damage brand value and hinder long-term development [3] Group 2: Causes of Price Chaos - Poor channel management leads to uncontrolled pricing systems, such as unauthorized low-price sales by distributors [4] - Short-term promotional activities, including excessive discounts, can disrupt long-term pricing structures [4] - The presence of counterfeit products damages brand image and disrupts normal pricing systems [4] - The open nature of e-commerce platforms complicates monitoring and management, making it difficult for brand owners to oversee all sales links [4] Group 3: Actions by Third-Party Rights Protection Companies - Third-party rights protection companies can send legal notices to infringing merchants, warning them of their violations and demanding cessation of low-price sales [5] - These companies utilize professional monitoring systems to track price dynamics across multiple e-commerce platforms, enabling brand owners to grasp market conditions comprehensively [6] - They leverage e-commerce platforms' intellectual property protection mechanisms to file complaints, requiring evidence such as trademark registrations and infringement screenshots [7] - Collaborating with third-party rights protection companies allows brand owners to effectively address online price chaos, protect brand image, and maintain market order for sustainable development [8]