How to control the price of the brand online.
1. Understand the online situation.
Before starting to control prices, you must first understand the online situation, including information such as channels, activities, and discounts. It can be learned in a few ways:
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1.Search for branded keywords.
Search for brand keywords in the search engine, view the information in the search results, and learn about the online situation.
2.Query e-commerce platform data.
Log in to the e-commerce platform to query brand-related product data, including **, sales, reviews and other information, and understand the sales situation of each channel.
3.Monitor your competitors.
Monitor the online changes of competitors, understand the activities and strategies of competitors, and provide reference for formulating price control strategies.
2. Formulate a price control strategy.
After understanding the online situation, you need to formulate a corresponding price control strategy. Here are some common price control strategies:
1.Formulate a unified ** policy.
Formulate a unified online ** policy for the brand, stipulating that the selling price of each channel shall not be lower than the minimum selling price to ensure the stability of the brand image and online **.
2.Limited**.
Control the number of sales in various online channels through limited quantities to avoid wars and vicious competition.
3.Channel management.
Strengthen the management of various online channels, including the qualification review of settled merchants, sales authorization, etc., to ensure the sales quality of formal channels.
4.* Event management.
Establish a reasonable activity policy, limit the number and duration of activities, and avoid chaos caused by activities.
5.Fight against infringements.
Strengthen the crackdown on online infringements, including counterfeit and shoddy products, infringement of intellectual property rights, etc., to protect brand image and rights and interests.
3. Implement price control measures.
After formulating a price control strategy, it is necessary to implement corresponding price control measures. Here are some common price control measures:
1.Binding on the contract.
When signing a contract with an online merchant, include a binding clause that states that the merchant must comply with the brand's policies.
2.Regular inspections.
Conduct regular inspections of online channels, and deal with violations in a timely manner, including measures such as removal from shelves and fines.
3.Establish a whistleblowing mechanism.
Establish a reporting mechanism to encourage consumers and businesses to report violations, and deal with non-compliant businesses in a timely manner.
4.Strengthen training and education.
Strengthen training and education for online merchants, increase merchants' awareness of the law and creditworthiness, and regulate merchants' sales behavior.
5.Establish a cooperation mechanism.
Establish a cooperation mechanism with e-commerce platforms to jointly crack down on violations and maintain order in the online market.
Fourth, continue to follow up and adjust.
Price control is not a one-time process, and requires continuous follow-up and adjustment. Here are some common follow-up and adjustment actions:
1.Regular reporting.
Regularly report the progress of online price control work to the person in charge of the brand, find problems in time and make adjustments.
2.Gather feedback.
Collect feedback from consumers and merchants, understand the sales situation and problems of each channel, and make timely adjustments and improvements.
3.Adjust your strategy.
According to market changes and competitors' dynamics, adjust the price control strategy in time to ensure the stability of the brand's online ** and sales.