First of all, we need to understand why e-commerce platforms frequently have the problem of low prices and random prices
1. Cause analysis
The main reasons for the occurrence of low prices are as follows:
The popularity of e-commerce platforms makes everyone want to get a piece of the pie, resulting in some merchants selling products at low prices on platforms such as **, Xianyu, and Jingdong.
The traditional offline channel has shifted to online, and the impact has expanded from local areas to the national market.
Third-party counterfeiters choose to create counterfeits for their own personal gain, often employing low-price tactics to gain market share.
2. Impact analysis
The impact of low prices and fakes include:
Impact on brands: Consumers' purchase decisions are affected, resulting in a decrease in offline terminal shipments, affecting revenue.
Impact on consumers: Consumers tend to buy products of the same price as acquaintances, or choose to buy low-priced products without acquaintances.
Impact on **: Terminal merchants are unwilling to ** low-price products.
Impact on brand image: Fakes damage the brand image, making it difficult for consumers to distinguish the real from the fake and dare not buy easily.
3. Cost and effect analysis
Brands need to consider the following factors when choosing whether to handle the rights protection and price control on their own:
Cost: Hiring a special person to carry out rights protection and price control work requires a certain salary, and may not be able to do a good job; Part-time employment of existing employees can take up their time and energy, which can lead to complaints and dissatisfaction.
Energy: The initial workload of rights protection and price control is large, and it will take a lot of time and energy to deal with it manually. In the future, it is necessary to continuously maintain and deal with new violating links.
Effect: The brand may lack professional software and team support to deal with it on its own, and it may not be able to effectively deal with infringing links that do not highlight the trademark logo and use the official website and ***. The third-party enforcement company has professional software and an experienced team that can efficiently find and deal with infringing links.
In 2024, we will talk about cooperating with a third-party rights protection and price control company with the advantages of low cost, good effect and time-saving, and can get timely feedback from back-end personnel. Therefore, brands should consider cooperating with third-party rights protection and price control companies to solve the problem of low price arbitrariness.