At present, the most common situation that brands encounter should be disorderly pricing. As for fakes, they mainly exist in big brands. Most small and medium-sized brands are mainly influenced by random prices and cross-selling. What is the specific effect? According to the reactions of many brand friends around us, they are as follows:
1, affecting offline store sales. Because the price of online stores is generally lower than offline, if the price is lower, especially some shops with better grades, it will be a serious blow to the offline price system and sales, especially in the era of e-commerce.
2. Some brands are currently recruiting distributors online. These dealers sell according to the requirements, but the disorderly prices of other unauthorized stores will inevitably affect the standardized online sales system and dealers.
3, affect the brand's investment. Especially some central brands. It is very difficult to attract investment by itself, and it takes too much energy to carry out conference marketing, organize activities and brand promotion. Finally, it was ruined by the messy price, which was really annoying. So, be sure to manage!
4. The market and channels that affect the brand. Similar to the offline market mentioned above, the overall brand marketing market will be disrupted.
5. Affect the brand value. The final result of disorderly pricing is not only the loss of high-quality agents, but also the ultimate loss of brand value and reputation.
In this era of rapid development of e-commerce, many agents or sellers, regardless of the market, brands and manufacturers' agreements, have launched price wars, leading to problems such as low prices, chaotic prices and fake goods on the Internet. Therefore, brands must be well controlled.
Common price control methods are as follows:
I. Complaints about intellectual property rights:
1. trademark (English logo, Chinese logo, graphic logo, combined logo); Suitable for linking the main picture or describing the phenomenon of highlighting the use of logo in the detail page.
Complaints about the use of the registration certificate of artistic works need to pay attention to the initial public publication records. It is recommended that individuals apply for individual handling. Why? You can consult me.
The earlier the release time, the better. It is suggested that the new brand can send the selected patterns after the packaging is finalized.
Audio-visual copyright: video teaching materials aimed at online piracy.
3. Portrait right; Also belongs to the copyright, specially classified, attaches great importance to this way, and is suitable for celebrities (such as Wang Shouyi Thirteen Incense, Laoganma, celebrity model endorsement brands).
4. Patents (appearance patents, utility model patents, invention patents) are more difficult to complain. It is more difficult to sue online and offline.
At the same time, you need to prepare relevant certificates.
Second, the fake complaints:
1. Comparison between genuine and fake products
(information grade comparison, find out the difference, the right holder compares the goods, and draws the conclusion that the products sold by a seller are counterfeit products. )
2. Unproduced
(This method is applicable to the model products that have been discontinued or the network channels have not been circulated, and you can complain to the seller. )
3. Purchase evaluation
(It is a process in which the obligee purchases the products of the non-obligee, and the obligee comes to the conclusion that the products of the non-obligee are counterfeit products after identification. Taobao's punishment for this kind of behavior is also very heavy. Of course, this method is also skillful. )
4. Name and address of the factory
(TM logo or no trademark, no official website, no flagship store, etc. Only this method can be used).
Ali, JD.COM, Pinduoduo, Suning.cn and other mainstream platforms have special complaint channels.
Xiaohongshu and others send emails.
So how to control the brand is the most important thing?
1, the brand company builds its own team.
In short, it took time and cost, but left despair and lost confidence. The reasons for the unsatisfactory results are: for example, invited unprofessional people, complaint reasons, proof, complaint methods, second child docking, counter-complaint, Taobao monitoring, link analysis, rule research and so on. Low work efficiency, no operating experience, and the success rate and cycle of complaints are affected; Failure to pass more complaints will also affect the brand's later complaints; High cost. It took a person a year, but the control effect was not ideal. On the contrary, it will cause trouble to the later maintenance of our brand.
2. Choose to cooperate with professional third-party price control companies.
What does a third-party company do?
Maintaining market order mainly starts from three aspects:
1. internal channels of the brand; Mainly refers to the brand internal safety traceability system. And our company shares the internal rules of peers for brand reference, and the brand formulates the corresponding internal authorization management system.
2. E-commerce seller preparation; Refers to the third-party company's comprehensive analysis of online sellers, illegal monitoring, selection of suitable sellers, and inclusion of those who meet the qualification of brand dealers.
3. Complain about the off-shelf pricing without authorization; Unauthorized pricing is also the main work of our Taobao price control. Authorized store price monitoring, low-cost notice of rectification and complaints, or authorized stores directly removed from the shelves.
What are the advantages of third-party price control companies?
1, professional advantages, bringing together professional Taobao price control talents. Professional things are done by professional people. Provide customized service content for the brand and solve a series of low-price problems of the brand.
2. Software advantages. Generally, third-party companies have professional e-commerce link collection software. Large companies, such as Dehong Network, independently develop price control software and adopt BS architecture. At the same time, they collect data from 18 platform and establish clients for customers to use directly. Among them, real-time monitoring has changed from the original software gimmick to reality.
Write it at the end. When choosing a third-party price control rights protection company, you must choose a professional one (those who offer a very attractive price without evaluating the number of links, or those who promise before collecting money, over-promise, and operate irregularly, remember to choose carefully).