In recent years, online consumer reviews have become popular in platform sellers to increase product sales, and the literature has widely recognized those reviews' positive impacts. Nevertheless, this paper identifies online consumer reviews' negative impacts on the intra-brand competition (multi-product), and aims to study such effect on wholesale prices and product design strategies of players in the FMCG (Fast Moving Consumer Goods) O2O (online to offline) supply chain. We model the decentralized O2O supply chain facing intra-brand competition that consists of a platform seller (follower) and a manufacturer (leader) when the new product entries. We find that the intra-brand competition driven by the reviews' increased-sales effect on the incumbent product causes the conflict. The platform seller prefers to limit such an effect if the new product's consumer valuation is not sufficiently high, but the manufacturer benefits from it. Manufacturers can reduce the product line's wholesale prices or lower down the new product quality to pre-empt the platform seller from limiting RE-I to coordinate the channel. This study contributes to O2O supply chain management literature by examining the possible negative impacts of online consumer reviews. Also, this study presents a new perspective to combine consumer reviews, pricing and product design strategies to coordinate the O2O channel.

近年来，在线消费者评论已在平台卖家中变得流行，以增加产品销量，并且文献已广泛认可了这些评论的积极影响。尽管如此，本文还是指出在线消费者评论对品牌内竞争（多种产品）的负面影响，旨在研究这种对快速消费品O2O（在线）中批发商价格和产品设计策略的影响。离线）供应链。我们对面对品牌内竞争的去中心化O2O供应链进行建模，当新产品进入市场时，它由平台卖方（追随者）和制造商（领导者）组成。我们发现，评论对现有产品的销售增加效应所驱动的品牌内竞争导致了冲突。如果新产品的消费者估价不够高，但制造商会从中受益，则平台销售商倾向于限制这种影响。制造商可以降低产品线的批发价格或降低新产品质量，以防止平台卖方限制RE-I来协调渠道。这项研究通过检查在线消费者评论的可能负面影响，为O2O供应链管理文献做出了贡献。此外，本研究还提出了一种结合消费者评论，定价和产品设计策略以协调O2O渠道的新视角。批发价格或降低新产品质量，以防止平台卖家限制RE-I来协调渠道。这项研究通过检查在线消费者评论的可能负面影响，为O2O供应链管理文献做出了贡献。此外，本研究还提出了一种结合消费者评论，定价和产品设计策略以协调O2O渠道的新视角。批发价格或降低新产品质量，以防止平台卖家限制RE-I来协调渠道。这项研究通过检查在线消费者评论的可能负面影响，为O2O供应链管理文献做出了贡献。此外，本研究还提出了一种结合消费者评论，定价和产品设计策略以协调O2O渠道的新视角。