Hello everyone, this is Jibai brand control. In today's e-commerce era, the sales of most brands are carried out on e-commerce platforms. However, there are many infringements such as chaotic price counterfeiting in the e-commerce market, which often cause headaches for brands. So how should we control the price when products are promoted to the market? Today's article will mainly tell you how online and offline prices are controlled. Everyone is welcome to discuss it.
1. How to control prices when product promotion comes to the market?
1. From the source constraints, now is the e-commerce era. Many brands did not make corresponding constraints when they were in the early stage of investment, which led to online problems. It is recommended that you sign a distribution agreement with the distribution before distribution. If there are violations such as low-price interception and low-price sales, the dealer's deposit can be deducted; if it is found that a particularly bad behavior such as low-price sales are found, the distribution authorization will be cancelled and the relevant legal responsibilities will be pursued;
2. When the product is consumed, label it on each product (in fact, like an anti-counterfeiting label, one thing and one code can also be completed). In all aspects of the sales and circulation of the product, agents at all levels need to scan the code to ship, and the system will automatically record the relevant operations. Enterprises and agents at all levels can know all the channels through which the product flows through;
3. Communication, the attitude of the brand is very important. Communication is to better maintain the brand image and relationship with the agent, so that the agency can also see the degree of cooperation. Here, you can cooperate with the official channel control documents to increase the authority of communication;
4. If the price of the product changes, a price adjustment notice should be issued in the dealer group in a timely manner, and dealers are prohibited from privately adjusting prices and controlling prices.
2. Online price control method
Online price control method mainly solves the problem of chaotic prices through e-commerce platforms.
Today's mainstream e-commerce platforms include Taobao, Pinduoduo, Xianyu, etc. Different e-commerce platforms, the methods and details of solving the problem of agents' random price will also be different, but the main solutions are the same.
Brand parties can make intellectual property complaints on e-commerce platforms to protect their rights. Submit the collected relevant evidence directly to screenshot for complaint. The main reason for the complaint is that the store steals the main image, trademark and other brand information and the store products involve counterfeiting and inferior products. The platform will review it within three to five working days. After acceptance, the store may face the penalty of deduction of deposit, deduction of points and ban on goods.
3. Offline price control method
1. Improve the distribution system: The management of dealers at all levels is a crucial part. The brand must have a complete management system and distribution system. There should also be strict regulations on the trademark use rights and product sales rights of dealers at all levels to prevent distributors from making random prices;
2. Solve problems through law: If the agent's random prices have a relatively bad impact on the brand's economic and corporate image, the brand can protect its rights through legal means.
