Core Insights - The article highlights the increasing issue of unauthorized low pricing on e-commerce platforms like Taobao, Pinduoduo, and Douyin, which is damaging brand value and consumer trust [1][6] - It emphasizes the need for brands to establish a dual control pricing system that combines self-management and professional assistance to effectively address pricing chaos [1][8] Pricing Control Strategies - Establishing internal pricing rules is crucial, as many brands fail due to unclear pricing structures, which allows for violations [3] - Brands should create comprehensive pricing control rules covering all aspects of the supply chain, including baseline prices and promotional pricing [3] - Incorporating pricing control into distributor agreements with clear penalties for violations can help enforce compliance [3] Impact of Unauthorized Low Pricing - Unauthorized low pricing can destroy consumer trust, leading to potential loss of customers as consumers may question the authenticity of low-priced products [3][6] - The presence of unauthorized sellers can lead to the sale of counterfeit or refurbished products, further damaging brand reputation [3][6] Engaging Distributors - Activating distributor cooperation is essential to transform pricing control from a brand-centric approach to a collective effort [4] - Implementing a "price protection reward" system can incentivize distributors to adhere to pricing guidelines [4] - Establishing a reporting mechanism for pricing violations encourages distributors to actively participate in maintaining pricing integrity [4] Utilizing Professional Tools - Brands face challenges in monitoring pricing across platforms, making the use of professional tools or third-party agencies a viable solution [5] - Price monitoring systems can provide continuous surveillance of pricing, helping brands identify unauthorized low pricing in real-time [5] Legal Protections - Strengthening intellectual property rights is vital for effective pricing control, as it serves as a legal basis for complaints against unauthorized pricing [7] - Brands should ensure proper registration of trademarks and copyrights to enhance their ability to combat pricing violations [7] Dynamic Pricing Control Process - Pricing control is an ongoing process that requires continuous rule formulation, execution, and optimization [8] - Brands must build a multi-dimensional pricing control system to protect their pricing integrity and brand image in a competitive e-commerce environment [8]