Anti-counterfeiting refers to a measure taken proactively to prevent counterfeiting from being used to imitate, copy or counterfeit and sell other people's products without the permission of the trademark owner. Anti-counterfeiting products on the market can be roughly divided into five generations of products from the perspective of technical characteristics and functional evolution:
First-generation products: products represented by laser tags.
Consumers also have no ability to identify the authenticity of labels, and labels are easy to forge. In the absence of comparability, it is difficult to confirm that 60% of counterfeit products are 100% authentic. Secondly, there are temperature-changing labels. While easy for consumers to identify, they are also easy to counterfeit. Also evolving at the same time are nuclear track anti-counterfeiting and so on.
The second generation product: query-type digital anti-counterfeiting label.
Consumers can check the authenticity of digital labels through phone calls, text messages, and the Internet. However, since the anti-counterfeiting numbers are only printed on the surface of the paper, they themselves can be easily counterfeited.
The third generation product: textured anti-counterfeiting label.
Texture anti-counterfeiting is an anti-counterfeiting technology that uses the inherent markings of the packaging material itself as anti-counterfeiting identification marks. Consumers can check files and identify authenticity through the Internet, fax, and telephone. The random principle increases the difficulty of counterfeiting.
Fourth generation products: security thread anti-counterfeiting paper technology and its application products, including various product anti-counterfeiting instructions and certificates, anti-counterfeiting bottle stickers, anti-counterfeiting labels, etc. Consumers can easily identify authenticity by identifying whether the security thread is embedded in the middle of the paper. The threshold for counterfeiting of this type of anti-counterfeiting technology product is extremely high, and it cannot be counterfeited by printing. It is truly "easy to identify and difficult to counterfeit." Therefore, it is the most effective anti-counterfeiting technology product at present and for a long time to come.
The fifth generation product: wireless anti-counterfeiting technology—mobile Internet anti-counterfeiting technology. By attaching anti-counterfeiting labels that are automatically identified by mobile phones to products and packaging, consumers can use their mobile phones to automatically scan for authenticity identification. When combined with texture anti-counterfeiting and security thread anti-counterfeiting, consumers will truly feel at ease and feel comfortable shopping.
Paper grain anti-counterfeiting technology: Paper grain anti-counterfeiting technology is used to prevent counterfeiting by extracting and identifying the naturally generated anti-counterfeiting features of paper (ie, paper grain).
Different from traditional anti-counterfeiting technology, paper texture anti-counterfeiting technology does not use any artificially added patterns or materials, but uses the natural anti-counterfeiting characteristics given to paper by nature, that is, the three-dimensional distribution characteristics of the natural fiber texture of paper. These paper textures can be regarded as the natural anti-counterfeiting features given by nature to each piece of paper (this feature is naturally unique, stable, random and non-replicable). The paper texture of each piece of paper is different. Not only are criminals unable to clone the paper pattern of a piece of paper, they are even less able to clone similar vouchers in large quantities by copying a paper pattern.
(1) Simple and easy to identify
Anti-counterfeiting is mainly for consumers to see. It is a cognitive tool provided by enterprises to distinguish between true and false. The purpose is to prevent consumers from Be fooled by fake and shoddy products. It allows consumers and managers at any level to easily and accurately identify it in person without using any instruments, tools or paying extra fees, and the conclusions are accurate and reliable.
(2) It is safe and difficult to imitate
Anti-counterfeiting technology should have technical thresholds, scale thresholds, equipment thresholds, process thresholds and other barriers, and it is difficult to copy and imitate itself; or technical thresholds, equipment thresholds The equipment and investment risks that cannot be achieved, or are copied or imitated, are unbearable for counterfeiters.
(3) Appropriate cost
Anti-counterfeiting investment should comply with the enterprise's cost-effectiveness principle.
(4) Exquisite design
As the visual highlight of the packaging, the logo design not only clearly reminds "anti-counterfeiting", but also enhances the taste and grade of the company's existing product outer packaging.
The effective combination of "intuitive and easy to identify" and "safe and difficult to imitate" can be called effective anti-counterfeiting and can play a real protective role. Any lack of any aspect All will lose their anti-counterfeiting function and significance.
The role and tasks of anti-counterfeiting technology
Anti-counterfeiting is the protection of enterprises when social integrity is lacking and counterfeit and shoddy goods disrupt the normal operation of enterprises and harm the interests of enterprises and consumers. A preventive technical measure taken to protect the brand, protect the market, and protect the legitimate rights and interests of consumers.
While enterprises are making full use of Zhongxuan anti-counterfeiting technology to combat counterfeiting, rectify and standardize the market, it is also an important step for modern enterprises to enhance the image of the enterprise and its products and demonstrate its responsibility to consumers and society. a necessary means.
At the same time, enterprises should take anti-counterfeiting as an opportunity, regard effective anti-counterfeiting measures as a strategic investment of the enterprise, formulate and gradually achieve anti-counterfeiting goals in a planned manner, and integrate anti-counterfeiting throughout product production and marketing. Throughout the entire process of marketing and business management, anti-counterfeiting is regarded as an important means for companies to protect their rights, combat counterfeiting, increase efficiency, and build their brand.