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With the vigorous development of e-commerce shopping, many big brands have opened online and developed online businesses. However, in the face of the unauthorized sale of brand home appliances, how should the brand deal with it?
In this article, we'll give you a detailed look at how to address this issue and the implications from a brand's perspective.
1. Countermeasures for unauthorized sales of brand home appliances
1.Communication and cooperation: Brands can first use communication to have a conversation with the non-compliant sales merchant to understand their sales channels** and why. Through effective communication, merchants can be encouraged to cooperate with the requirements of the brand.
2.Platform complaints: If the merchant is still unwilling to cooperate after communication, the brand can file a complaint on the e-commerce platform. The platform usually investigates the illegal sales merchant and takes corresponding measures, such as removing links and restricting sales permissions.
3.Sign a letter of guarantee: The brand can sign a letter of guarantee with an authorized dealer, clearly stipulating the policy and sales channel restrictions. By signing a letter of guarantee, the dealer's behavior can be effectively constrained and the possibility of unauthorized sales can be reduced.
4.Establish a first-class supervision mechanism: The brand can establish a first-class supervision mechanism, regularly inspect the sales of dealers, and punish violations found. In this way, the sales behavior of dealers can be effectively supervised and the brand image and market order can be maintained.
2. Penalties to be imposed on the infringing party
1.Removal of links: The platform will remove the product links of the violating sellers, so that they cannot sell the relevant products on the platform.
2.Restricting sales permissions: The platform may restrict the accounts of merchants who sell in violation of the rules, prohibit them from selling relevant products on the platform, or restrict their sales scope.
3.Penalties: Platforms or brands may impose fines on non-compliant sellers as penalties for violations.
4.Termination of dealer relationship: For dealers with serious violations, the brand may terminate the cooperative relationship with them and terminate their qualifications.
3. The impact of unauthorized sales of low-priced household appliances
1.Damage to brand image: Unauthorized sales at low prices will weaken the brand's high-end image and product value, and reduce consumers' trust in the brand.
2.Disrupt the market order: Random price sales will disrupt the market system, lead to consumers' misleading perception of product value, and affect normal market competition.
3.Reduced brand profits: Selling at low prices can lead to reduced brand profits, affecting the brand's long-term growth and return on investment.
4.Damage to the interests of dealers: Selling at low prices will cause unfair competition to authorized dealers, damage their interests, and lead to a decline in dealers' support for the brand.
5.Product after-sales problems: Sellers with indiscriminate prices are often unable to provide formal product after-sales service, which brings problems to consumers in protecting their rights and harms the interests of consumers.
Fourth, the brand side and the price control company to deal with it
It is best for brands to control prices under professional guidance, and it is more common to ask a special third-party price control company. Professional price control companies have their own price control software, which can help brands to check and find indiscriminate price links and unauthorized store lists in the first time, which is much faster than the brand's own price control.
Moreover, the handling of price control on the platform is also more professional, after all, they are more familiar with the complaint rules on the platform, and the control of merchants who refuse to change prices is also more effective. A high-quality brand needs to spend a lot of energy to maintain the best order of the market for a long time, so it is a high-quality choice to cooperate with a third-party price control company.
In short, brands need to take measures to control prices online according to their actual situation, so as to effectively protect their interests and brand image.
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