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How to deal with the phenomenon of online low price and random price in the brand policy?
With the popularization of the Internet and the rapid development of e-commerce, the phenomenon of online low prices has become a major problem faced by many brands. This phenomenon will not only affect the brand image and channel order, but also damage the interests of consumers. So, as a brand, how to effectively deal with the phenomenon of online low prices and random prices?This article will focus on the following aspects**.
1. Understand the causes of online low-price disorderly prices.
In order to effectively deal with the phenomenon of online low price arbitrage, it is first necessary to understand its causes. The causes of the phenomenon of online low prices mainly include the following aspects:
1.The openness and anonymity of the e-commerce platform make it possible for some unscrupulous merchants to engage in malicious competition through falsehood, theft of others, etc., thereby undermining the market order.
2.In order to pursue traffic and transaction volume, some e-commerce platforms adopt the strategy of "**priority", which makes ** one of the important factors in determining consumers' purchase decisions, thus prompting some merchants to adopt low-price strategies to attract consumers.
3.The poor channel management of the brand itself makes some channel providers adopt low-price strategies in pursuit of short-term interests, which in turn affects the entire market order.
2. Formulate corresponding handling measures.
After understanding the causes of online low price disorders, brands can take the following measures to deal with them:
1.Strengthen channel management. Brands should establish a sound channel management system, strictly control and manage channel providers at all levels, and ensure that they will not adopt low-price strategies for short-term interests. At the same time, the brand can also clarify the rights and obligations of both parties by signing contracts and agreements with the channel provider, so as to prevent the channel provider from selling at a low price.
2.Take legal action. For businesses that maliciously infringe on the rights and interests of others and engage in malicious competition, the brand can take legal measures to protect its rights. For example, you can file a complaint with the e-commerce platform and ask it to delete the malicious merchant's product information and store informationFor businesses where the circumstances are serious, they may report the case to the public security organs and pursue their criminal responsibility.
3.Establish an online management system. The brand can establish an online management system to manage and monitor online products in a unified manner to prevent the phenomenon of low prices and disorderly prices. For example, a unified strategy and adjustment plan can be formulated to strictly control and manage the quality of different channel providers.
4.Strengthen consumer education. Brands can strengthen consumer education through various ways to guide consumers to consume and purchase rationally**. For example, consumer tips and purchase guides can be issued on official channels, WeChat, etc., reminding consumers to pay attention to distinguishing authenticity and choosing formal channels to purchase products.
3. Strengthen the formulation and implementation of online marketing strategies.
In addition to the above measures, brands also need to strengthen the formulation and implementation of online marketing strategies to better cope with the phenomenon of online low prices and arbitrary prices. Specific measures include:
1.Develop a differentiated product strategy. Brands can launch differentiated products for the online marketplace to meet the needs of different consumers. For example, you can launch some customized and personalized products for the online market to avoid direct competition with offline products.
2.Strengthen brand publicity and promotion. Brands can strengthen brand publicity and promotion through various channels, improve brand awareness and reputation, and then improve consumers' trust and loyalty to the brand. For example, brand promotion and promotion can be carried out through emerging channels such as social and short.
3.Establish a good after-sales service system. Brands can establish a good after-sales service system, provide high-quality after-sales service, and enhance consumers' purchase confidence and loyalty. For example, after-sales service measures such as return and exchange services, product warranties, etc. can be provided.
Fourth, summary. The phenomenon of online low prices and random prices is a major problem faced by many brands. To effectively deal with this phenomenon, brands need to understand its causes and develop measures to deal with them. Specifically, it is possible to deal with the phenomenon of online low prices and arbitrary prices by strengthening channel management, adopting legal means, establishing an online ** management system, strengthening consumer education, and strengthening the formulation and implementation of online marketing strategies. At the same time, it is also necessary to pay attention to win-win cooperation with e-commerce platforms and improve product quality and added value, so as to better respond to market competition and changes in consumer demand.