Manufacturer price control means that the brand side, that is, the manufacturer, discovers that the online prices of its brands are confusing, such as low prices, stolen pictures, and fake goods, so to control prices is to Complain about unauthorized and illegal and infringing stores and products. The purpose is for the brand to have a unified price that cannot be lower than the manufacturer's price limit. For the brand, online price control has a great influence on the brand, the ranking and sales volume of the flagship store, the store operation of authorized dealers, and the recruitment of distribution, etc. benefits.
Brand price control means that the brand itself or through the agency discovers those stores and products that are infringing or whose prices are lower than the manufacturer's price limit, and then complains about those stores and products that are not authorized and violate the regulations and infringement regulations. Usually, brands discover that online prices of their brands are confusing, including low prices, stolen pictures, and fake goods, so they control prices.
The reason why price controls become non-tariff trade barriers is because a certain limited price raises the price of imported and exported goods or services to a level that is sufficient to restrict or prevent their import or export.
The biggest problem faced by brands now is the problem of low prices and fake goods. The main reason for these problems is that agents privately put products on Taobao and other e-commerce platforms for their own benefit. Selling at low prices, the brand development is very good and the shipment volume is very good. However, individual merchants use counterfeiting for personal gain.
The necessity of brand price control: If a product is sold online below the cost price , it undoubtedly shows that it is a fake. If a fake is sold in the name of a brand, the public will naturally think that this is a counterfeiting behavior that is tacitly accepted by the brand, because in people's minds, selling and cracking down on counterfeiting is the responsibility of the brand. Responsibility, and letting this phenomenon go unchecked is the brand's dereliction of duty. For untrustworthy brands, I believe that no matter how much advertising they do, it will be in vain, so controlling low prices is essential for the brand. Paying attention to low prices means attaching importance to the survival of the brand, and it is also a respect for the market. We hope that the phenomenon of low prices and random prices can be effectively controlled, and we hope that every brand can have a healthy online channel order. The necessity of brand price control: If a product is sold online at a price lower than the cost price, it undoubtedly means that it is a fake. If a fake is sold in the name of a brand, the public will naturally think that it is a product that is tacitly accepted by the brand. Selling counterfeits is because in people’s minds, selling and cracking down on counterfeiting is the brand’s responsibility, and letting this phenomenon go unchecked is the brand’s dereliction of duty. For untrustworthy brands, I believe that no matter how much advertising they do, it will be in vain, so keep low prices under control. Essential to the brand. Paying attention to low prices means attaching importance to the survival of the brand, and it is also a respect for the market. We hope that the phenomenon of low prices and random prices can be effectively controlled, and we hope that every brand can have a healthy online channel order.
The problems caused by low prices and fake goods cannot be underestimated. What are the impacts of arbitrary brand pricing on brands? The details are as follows:
1) The brand’s own price system is chaotic. Nowadays, most consumers have the habit of checking how much Taobao sells before buying something? Think about whether the low prices on Taobao will affect consumers’ purchasing decisions. This in turn affects the shipment of terminal agents.
2) Consumer habits: buy the same products from acquaintances at the same price and quality, and buy the same products at low prices.
3) The impact of fake products. Brand image sellers cannot distinguish between genuine and fake products, so they dare not buy
Surface phenomenon: low-priced fakes online The comprehensive manifestation is actually that the product is low-priced, so the problem of online low-price is basically solved
How should we solve it?
Nowadays, e-commerce is developing very fast. When a brand develops to a certain stage, it will encounter problems such as dealers selling goods, fake goods at low prices, etc. This will have a great impact on the brand's image and sales. In response to this situation, many companies are already taking measures. For example, some control and monitor through their own company's channels, while others complain and control through Taobao's relevant platforms. However, since most companies do not know much about Taobao's rules, they cannot find the source of goods from stores with random prices. As a result, the final control effect is not very ideal.
As for the reasons why brand owners do not control well through channels, I summarized it as follows:
1. Brand owners can only control and punish some dealers or agents; even some Brands are not, unwilling or unable to punish dealers. Ultimately leading to a breakdown in management and control.
2. Even if the brand can control the first-level agents or distributors, it cannot control the second-level, third-level, or stores with unfair prices on Taobao, resulting in policies and countermeasures. . Eventually a break occurs.
3. It can only monitor and communicate, but cannot deter and punish. It is definitely impossible to control the market.
In general, it is done through side complaints. There are generally three handling methods
1. Intellectual property complaints:
Trademark rights: If there is a prominent use of the brand's trademark LOGO in the main image or description image of the web page, the processing cycle is 3 -7 days, the link will be removed and 2 points will be deducted.
Copyright: If there is any misappropriation of official image text in the main image or description image of the webpage, the processing period is 3-7 days, the link will be removed, and 2 points will be deducted (official refers to the company's official website, flagship store , online picture album, art work registration certificate)
Patents: appearance patent, invention patent, utility patent
Patent complaints require submission of qualifications, patent certificate and patent evaluation report, invention For patents, you only need to provide a patent certificate
2. Counterfeit complaints:
Not produced: The store is of low level and is not online for a long time. The processing cycle is 3-7 days, and the deduction is 0-48 Scores vary
Comparison of real and fake products: Through comparison at the information level, if you complain on the grounds of fake goods (invoices with the same model under the brand name), the processing cycle is 3-7 days, and 2 points will be deducted
Fake factory name and address: fake production information, processing period 3-7 days, 2 points deducted
Purchase appraisal: buy the product through purchase, prepare a fake appraisal report to complain on the grounds of fakeness, The processing period is 7-15 working days. All links to products of the same model will be removed from the shelves. A minimum deduction of 12 points will be imposed and the store will be blocked for half a month.
3. Online reporting:
Scraping codes and blocking trademarks , misplacing categories, expanding publicity, and selling prohibited items
In general, the results are either to delete low-price links, to find out the source of goods, or to unify prices across the entire network. In other words, the problem of low prices and fake goods is solved from the root.