Core Viewpoint - The article discusses the increasing issue of price chaos and low pricing in the e-commerce industry, which harms brand market order and poses potential threats to consumer rights. It emphasizes the importance of effective control measures for brands to address these issues. Group 1: Control Measures - Knowledge property complaints are an effective means for brands to manage e-commerce price chaos by leveraging platform rules to combat unauthorized sellers [3] - Brands should conduct thorough checks on their distribution channels to identify and control issues stemming from unauthorized sales by distributors [4] - Engaging third-party price control companies is a wise choice for brands, as these companies are more familiar with e-commerce platform rules and can provide tailored pricing strategies [4] Group 2: Implementation Strategies - Brands need to provide necessary documentation, such as trademark and patent certificates, to prove their legal rights when filing complaints against unauthorized sellers [3] - Establishing a reasonable pricing system through agreements with distributors is crucial for brands to prevent price chaos and ensure long-term development [4] - Third-party companies can utilize proprietary software to search for low-price links across e-commerce platforms, significantly saving brands' time and resources [4] Group 3: Conclusion - The three proposed control measures offer feasible strategies for brands to address online price chaos, allowing them to better protect their rights and maintain their brand reputation [5]