How to cooperate with brand prices, unauthorized sales, online 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 low prices and random prices on the e-commerce platform, and in Pinduoduo, which is already a platform with low prices as a selling point, the chaotic price cross-selling behavior of various dealers is more rampant than that of platforms such as **Jingdong. This disorderly competition not only damages the value of the brand, but also causes chaos to the market order. In order to protect their interests and maintain a healthy market environment, brands need to take stronger measures to control their products on Pinduoduo**. The following is a detailed analysis of Pinduoduo's price control.
1. Sign a letter of guarantee with the dealer or businessman
1.Clear terms: When cooperating with distributors or merchants, you should ensure that the contract contains clear terms prohibiting cross-selling at random prices and stipulating liability for breach of contract.
2.Legal binding: strengthen the binding force of the contract through legal means, and once the dealer violates the first regulations, it can be held accountable according to law.
3.Regular communication: Communicate with dealers regularly, emphasize the importance of abiding by the best agreement, and jointly maintain market order.
2. Establish a sound supervision and restraint mechanism as much as possible
1.System monitoring: Use advanced monitoring software to track the changes of products on Pinduoduo in real time.
2.Restraint policy: Formulate a strict restraint policy and impose penalties on non-compliant sellers, including restricting the source of goods, fines, and stopping cooperation.
3.Consumer education: Convey the concept of brand pricing to consumers, encourage them to report low-price and arbitrary price behavior, and form a good market supervision atmosphere.
3. Respond quickly to abnormal phenomena
1.Immediate investigation: Once abnormal fluctuations are discovered, the investigation process is immediately initiated to find out the cause.
2.Timely handling: For confirmed violations, measures should be taken in a timely manner, including but not limited to contacting the platform to remove links, freezing supplies, etc.
3.Prevention: Based on market feedback and historical data, identify possible anomalies and develop preventive measures.
Fourth, do a good job in product management planning
1.Product positioning: ensure that product design, quality and service match brand positioning, and enhance the irreplaceability of products.
2.Inventory control: Reasonable planning of production and inventory, to avoid vicious price reduction competition caused by inventory overstock.
3.Value delivery: Deliver product value through effective marketing strategies to reduce unnecessary battles.
Fifth, the implementation of strict channel management
1.Channel selection: carefully select partners to ensure that they have a good reputation and standardized operating procedures in the industry.
2.Channel training: Conduct regular training on sales channels to strengthen their recognition of brand value and market rules.
3.Channel incentives: design a reasonable incentive mechanism to encourage dealers to comply with the regulations, and reward dealers with excellent performance.
6. Entrust a professional organization to handle it
1.Select an institution: Choose an experienced and mature third-party professional price control agency to carry out professional control.
2.Formulate strategies: work with professional institutions to formulate targeted price control plans to achieve refined management.
3.Tracking the effect: The entrusting agency regularly provides progress reports on price control, evaluates the effect and adjusts the strategy in a timely manner.
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.