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Douyin, what should I do with the brand side of Kuaishou?
With the rapid development of social networking, short platforms such as Douyin and Kuaishou have become an important battlefield for brand marketing. However, while enjoying the interaction between brands and users brought by the short platform, the brand side is also facing the problem of confusion. Some dealers or individuals sell branded products at low prices on platforms such as Douyin and Kuaishou, which seriously affects the brand image and channel order. So, how should brands deal with this problem?
First of all, brands need to understand the reasons for price disorder. Generally speaking, the reasons for price disorder include dealers selling at low prices in pursuit of sales, competitors seizing the market through low prices, and some unscrupulous merchants carrying out ** fraud in order to obtain short-term benefits. Depending on the cause, brands need to take different countermeasures.
In response to the problem of low-price sales by dealers, brands can solve it by strengthening channel management and incentive mechanisms. The brand can formulate a stricter channel management system, punish dealers who sell at low prices, and give certain rewards to dealers who maintain stability. In addition, the brand can also standardize its sales behavior by signing an agreement with the distributor and clearly stipulate the sales range of the product, so as to avoid the occurrence of chaos.
In response to competitors' low-price market grabbing behavior, brands need to take more proactive countermeasures. The brand can enhance the competitiveness of its own brand by strengthening brand publicity and improving product quality, so as to occupy an advantage in the first battle. At the same time, brands can also cooperate with the platform to launch some first-class activities or customized products to attract users, so as to increase market share.
In response to the fraud of some unscrupulous merchants, brands need to take more decisive action. The brand can complain to the platform and ask the platform to punish the bad merchants. At the same time, the brand can also protect its legitimate rights and interests through legal channels and crack down on fraud.
In addition to dealing with the problem of price chaos, brands can also take some precautions to avoid the occurrence of chaos. For example: establish a sound product system and channel management system, strengthen communication and cooperation with dealers, improve product differentiation and personalization, etc. Through these measures, the brand can better grasp the market dynamics, find and solve the best problems in a timely manner, so as to maintain the healthy development and market competitiveness of the brand.
In short, short platforms such as Douyin and Kuaishou have brought new marketing opportunities to brands, but at the same time, they have also brought the problem of chaos. Brands need to take proactive measures to solve this problem, including understanding the causes of price abuse, strengthening channel management and incentive mechanisms, enhancing brand competitiveness, and cracking down on bad merchants. At the same time, the brand also needs to take preventive measures to avoid the occurrence of chaos, so as to maintain the healthy development and market competitiveness of the brand.