How to cooperate with unauthorized sales, online anti-counterfeiting, and low prices?
Hello everyone, this is Xinyang.
Recently, many brands have consulted me about what to do if there are problems such as disorderly prices on the Pinduoduo platform, and the disorderly price behavior is not a special case in the e-commerce industry, as long as it is in the fiercely competitive market, the shadow of the first war can be seen in all walks of life. On e-commerce platforms, due to the difficulty of supervision and fierce competition, the phenomenon of price chaos is particularly prominent. As an emerging e-commerce platform, Pinduoduo's price chaos has attracted widespread attention in the market. So, what are the harms of Pinduoduo's indiscriminate prices? How can brands address this challenge?
1. What is the negative impact of price chaos on the market?
1.From the perspective of the online marketplace:
Arbitrary prices will lead to chaos in the market system and destroy the fair playing field. In order to pursue sales volume and market share, some businesses adopt a sales strategy below the cost price, which leads to vicious competition. This not only harms the interests of other rule-abiding businesses, but also undermines the normal mechanism of the market.
2.From the brand's point of view:
The brand's product pricing strategy is disrupted, affecting the brand image and long-term development. Indiscriminate sales are often accompanied by the proliferation of counterfeit and shoddy products, which not only erodes the market share, but also seriously damages the credibility of the brand.
3.From the perspective of the online consumer:
Random prices may attract consumers in the short term, but in the long run, low prices often mean low quality, and consumer rights cannot be protected. At the same time, consumers' sensitivity to ** has increased, and brand loyalty has decreased.
4.From the perspective of the offline market:
Online prices have an impact on the offline physical market, resulting in difficulties for offline merchants, and even possible channel conflicts, affecting the stability of the entire chain.
Second, the role and significance of price control
1.Maintain market order: reasonable price control can maintain the market's leading system, ensure fair competition in the market, and avoid vicious competition.
2.Protect brand value: Through price control strategies, brands can protect their product pricing power and maintain their brand image and long-term interests.
3.Protect the rights and interests of consumers: reasonable ** can ensure the quality of goods and services, and protect the legitimate interests of consumers from infringement.
4.Promote healthy development: price control is conducive to the healthy development of the industry and the market, and avoids market distortion and resource misallocation caused by the war.
3. What are the difficulties in Pinduoduo's price control?
1.Platform policy restrictions: The policies of the Pinduoduo platform may restrict the price control behavior of brand owners, making it difficult to enforce unified retail prices.
2.Low cost of non-compliance: The large number of merchants on Pinduoduo and the relatively low cost of non-compliance have led some merchants to take risks and continue to sell at random prices.
3.Difficult to supervise: Online platforms are more difficult to supervise than offline, making it difficult for brands to monitor the compliance of all sales behaviors.
4.Differences in consumer cognition: Some consumers have a high tolerance for price disorder, and are sensitive to the highest quality and ignore product quality, which provides market demand for price disorder.
In short, brands need to take measures to protect their rights online according to their actual situation, so as to effectively protect their interests and brand image.