Brand price control means that the brand finds those shops and products that are infringing or whose prices are lower than the manufacturer's price limit, and then complains about those shops and products that are unauthorized and illegal. Usually, the brand side controls the price when it finds that the online price of its own brand is chaotic, the price is low, the picture is stolen, and the fake goods are stolen.
Price control becomes a kind of non-tariff trade barrier, because a certain price increases the price of imported and exported goods or services to a level sufficient to restrict or prevent their import or export.
The biggest problem that the brand is facing now is the problem of low price and fake goods, and the main reason for these problems is that agents sell products on e-commerce platforms such as Taobao at low prices for their own interests, and the brand is developing well. Shipments are also very good, and individual businesses take a ride for personal gain.
The necessity of brand price control: if a commodity is sold below the cost price online, it undoubtedly means that it is a fake. As the public, it will naturally be considered as a brand's act of selling fake goods, because in people's minds, selling fake goods is the brand's responsibility, and it is the brand's dereliction of duty to let this phenomenon go unchecked. For untrustworthy brands, I believe that no amount of advertising is futile, so it is very important for brands to control low prices. Paying attention to low prices means paying attention to the survival of brands and respecting the market. I hope that the disorder of low prices can be effectively controlled, and I hope that every brand can have a healthy online channel order. The necessity of brand price control: if a commodity is sold below the cost price online, it undoubtedly means that it is a fake. As the public, it will naturally be considered as a brand's act of selling fake goods, because in people's minds, selling fake goods is the brand's responsibility, and it is the brand's dereliction of duty to let this phenomenon go unchecked. For untrustworthy brands, I believe that no amount of advertising is futile, so it is very important for brands to control low prices. Paying attention to low prices means paying attention to the survival of brands and respecting the market. I hope that the disorder of low prices can be effectively controlled, and I hope that every brand can have a healthy online channel order.
The problems caused by low prices and fakes should not be underestimated. What are the impacts of brand price confusion on brands, as follows:
1) The brand's own price system is chaotic. Now most consumers have this habit. Look at how much Taobao sells before buying something. Think about whether the low price on Taobao will affect consumers' purchasing decisions. Thereby affecting the shipment of the terminal agent.
2) Consumers are used to buying the same products with the same price and quality from acquaintances and buying low prices.
3) The influence of fake goods, brand image sellers can't tell the difference between true and false, so they dare not buy it.
Superficial phenomenon: the comprehensive performance of online low-priced fakes is actually the low price of products, so the problem of online low price has been basically solved.
So how should we solve it?
At present, e-commerce is developing rapidly. When the brand develops to a certain stage, it will encounter problems such as cross-selling by dealers and low prices of fake goods, which has a great impact on brand image and sales. In view of this situation, many companies are already taking measures. For example, some are controlled and monitored through their own company's channels, and some are complained and controlled through Taobao's related platforms. But because most companies don't know the rules of Taobao very well, they can't find the source of the shops with chaotic prices. The final control effect is not ideal.
In view of the reasons for poor brand management through channels, I personally summarize as follows:
1, the brand can only be controlled and punished by some dealers or agents; Even some brands will not or will not or cannot punish dealers. Eventually lead to control failure.
2. Even if the brand can control the first-class agent or distributor; However, the second-and third-class or disorderly-priced shops on Taobao can't be controlled, resulting in policies and countermeasures. Finally, the fault occurred.
3. Only monitoring and communication can be achieved, but deterrence and punishment cannot be achieved. Certainly can't control the market.
Generally speaking, it is carried out through border litigation. There are generally three ways to deal with it.
1, intellectual property complaints:
Trademark right: the phenomenon of prominent use of brand LOGO exists in the main picture or description picture of the webpage. The processing period is 3-7 days, and 2 points will be deducted if the link is removed.
Copyright: Official pictures and words are embezzled from the homepage or description diagram, and the processing period is 3-7 days. Deduct 2 points when the link is taken off the shelf (officially referring to the company's official website, flagship store, online photo album and art works registration certificate).
Patents: appearance patents, invention patents and utility patents.
Patent complaints need to submit qualifications, provide patent certificates and patent evaluation reports, and invention patents only need to provide patent certificates.
2. Counterfeit goods complaints:
Not produced: the store level is low and it has been offline for a long time. The processing period is 3-7 days, and the deduction points range from 0 to 48 points.
Comparison between genuine goods and fake goods: Through information comparison, 2 points will be deducted if the processing period of complaints based on fake goods (invoices with brand names of the same model) is 3-7 days.
Forgery of factory name and address: fraudulent use of production information, processing cycle of 3-7 days, 2 points deducted.
Purchase appraisal: purchase products by purchase, make false appraisal reports, and complain about counterfeit goods. The processing cycle is 7- 15 working days, and all links of the same model products are removed from the shelves, with 12 points deducted and the store closed for half a month.
3. Online reporting:
Scratching codes, shielding trademarks, misplacing categories, expanding publicity and selling prohibited goods.
Generally speaking, either delete the low-priced link, or find the source of goods, or unify the price of the whole network. That is to say, the problem of low price, disorderly price and fake goods has been solved from the root.