On the market of the most popular anti-counterfeit

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A brief introduction to the market of anti-counterfeiting technology products

there is a story that Americans love playing bridge and pay attention to team culture. Japanese love playing go and pay attention to the spirit of cooperation. Chinese love playing mahjong and pay attention to being king of each other. Anti counterfeiting technology is not playing mahjong. Anti counterfeiting involves too many aspects and pays attention to the overall effect. In terms of anti-counterfeiting effect, anti-counterfeiting effect = difficulty of logo imitation × Recognition accuracy × For the query rate, the quality of an anti-counterfeiting product should be examined. As long as the three parameters in the formula are known, the effect will be known

at present, the market of anti-counterfeiting technology products is chaotic, and almost all of them are low-performance anti-counterfeiting products competing at low prices. As anti-counterfeiting is a new technology, many users do not understand it, and are often deceived by some seemingly novel low-performance anti-counterfeiting products. In addition, the dealers boast and use low prices as bait, which makes some entrepreneurs who have vision and are enthusiastic about using anti-counterfeiting technology cheated. This low-level anti-counterfeiting logo was counterfeited in a very short period of time, and the counterfeits took advantage of this legal amulet to make the manufacturer more vulnerable to counterfeiting after spending money on anti-counterfeiting logo. Throughout the anti-counterfeiting market, in order to effectively crack down on counterfeit goods, "anti-counterfeiting technology" is changing with each passing day, constantly updating and bringing forth the new. All kinds of fake and shoddy products are too high to be prevented

Take the familiar "laser anti-counterfeiting technology" as an example: the United States invented the "laser anti-counterfeiting" printing technology for the first time in the world in 1963. At that time, it made great contributions to the world's "anti-counterfeiting" industry. However, due to the use of general printing equipment, low equipment cost, simple plate making, low raw material cost and simplicity of technology, all countries in the world have mastered, developed and applied this technology in a short period of more than 30 years

Since 1990, laser anti-counterfeiting technology has been applied to China's national defense counterfeiting industry. Due to the low technology transfer fee and simple investment, it can be processed and produced with only 10000 yuan of equipment investment. The metal aluminized film used as its raw material can be purchased for one ton with only 10000 yuan. After printing and making products, the production technology cost can be almost as low as% RMB/square centimeter, while the sale price can be as high as 6% RMB/square centimeter. Therefore, more than 4000 manufacturers of "laser anti-counterfeiting" products have sprung up in China like spring after the rain, and the production has developed rapidly in just three or two years after the modified particles were produced into lines. Undoubtedly, the manufacturers of these anti-counterfeiting products did bring a certain range of preventive measures to famous and high-quality products at that time, but at the same time, the proliferation of these anti-counterfeiting product manufacturers also brought great confusion to the enterprises using anti-counterfeiting products, and this uncontrolled proliferation is continuing. Due to the trend of huge profits, the competition among manufacturers of laser anti-counterfeiting marks is becoming increasingly fierce in China. In the development, production or sales of these anti-counterfeiting products, only a few of them can be managed in a closed manner. Thus, the anti-counterfeiting technology itself is imitated and the anti-counterfeiting technology is leaked. Due to the fierce market competition, some enterprises that produce anti-counterfeiting products lose their professional ethics and produce the same anti-counterfeiting marks for genuine and fake products, which makes the already chaotic anti-counterfeiting products even worse. Investigation (according to people's investigation): in a small town in Zhejiang Province, there are more than 30 manufacturers of "laser anti-counterfeiting signs" on a small street hundreds of meters long. There are more than 300 manufacturers of "laser anti-counterfeiting signs" in the east of the acceleration power spectral density (g2/hz) at the wide wh frequency FH. As a result, the anti-counterfeiting signs ordered by genuine manufacturers are sold at a high price to manufacturers of fake and shoddy products. Similar phenomena also exist in other anti-counterfeiting products. As a result, the phenomenon of "false anti-counterfeiting, difficult anti-counterfeiting and no anti-counterfeiting" appeared in the anti-counterfeiting field, making it difficult to distinguish "Li Kui" and "Li Gui". So far, the "anti-counterfeiting logo" has not prevented the fake goods, but has become a talisman for the fake goods, so that the production enterprises using the anti-counterfeiting logo can only increase the cost, and the anti-counterfeiting measures are the same as the fake ones. Therefore, in order to explore how to "prevent counterfeiting", the state has invested a lot of human, material and financial resources in this regard. In order to crack down on counterfeits, some famous brand enterprises have spared no expense and invested hundreds of millions of yuan, but the effect is negligible. It is said that the market is a double-edged sword. If it is not properly grasped, the benefits and losses will also shock people. Counterfeits are fiercer than tigers. It is obvious that they have caused losses to the national economy and the people's livelihood. Although anti-counterfeiting is a big killer of counterfeits, if the anti-counterfeiting products that hold high the banner of "cracking down on counterfeiting and fidelity" are also full of counterfeits, the impact on the consumer market will be even more amazing. Nowadays, the so-called "anti-counterfeiting" products of "false anti-counterfeiting", "no anti-counterfeiting" and "difficult anti-counterfeiting" are popular in the anti-counterfeiting market. Therefore, the counterfeiting industry needs to be rectified. The spearhead of "cracking down on counterfeiting" should first point directly at the manufacturers of "fake anti-counterfeiting" visual anti-counterfeiting products that are "not anti-counterfeiting" and "difficult to anti-counterfeiting". Understand the meaning of "false anti-counterfeiting", "no anti-counterfeiting" and "difficult anti-counterfeiting" in visual anti-counterfeiting products

1. fake anti-counterfeiting refers to the behavior of specially manufacturing and selling fake anti-counterfeiting marks and producing the same anti-counterfeiting marks for both customers of genuine and fake products. For the first kind of behavior, because the logo itself is purely forged, it has no anti-counterfeiting mechanism at all. Therefore, despite its bad nature, it is not difficult to investigate and deal with it. As long as the inspection authorities and consumers understand the real anti-counterfeiting technical characteristics, they can distinguish the authenticity once tested. The reason why such fake anti-counterfeiting products can muddle through in real life is that unscrupulous merchants take advantage of the weakness of consumers' negligence in prevention. The second kind of behavior is entirely driven by the economic interests of a few anti-counterfeiting production enterprises approved by the relevant state departments, who know and help the fake, and act maliciously. The anti-counterfeiting logo products that enter the market through this way are indeed real anti-counterfeiting logos. However, the use of real anti-counterfeiting logos on fake goods is tantamount to putting on a "legal coat" for fake goods, which is "double deceptive" to consumers, and this harm and loss is even more incalculable

2. no anti-counterfeiting means that the anti-counterfeiting technology is too common, not unique and exclusive, and the content of science and technology is low, so it is easy to be copied, so it can not play a real anti-counterfeiting role. It goes without saying that if the levees built to prevent floods are not high and firm, they cannot stop the flood. Similarly, if the anti-counterfeiting technology adopted for anti-counterfeiting is not unique and exclusive, and the scientific and technological content is not high, it can not play the role of anti-counterfeiting. Ink anti-counterfeiting technology and two-dimensional laser holographic anti-counterfeiting technology are good examples. Ink anti-counterfeiting technology is to add some special chemical components to the ink to change its color (red, blue, yellow, etc.) through various light (ultraviolet, infrared, white, etc.). The two-dimensional laser holographic anti-counterfeiting technology is to apply the laser rainbow hologram making technology and the molding replication technology to add a visible or invisible plane pattern in the process of product manufacturing. It is precisely because of their low technical content and lack of special control of equipment that counterfeiters follow in their footsteps. The "Tao" is one foot higher and the "magic" is one foot higher, making the "prevention" of famous and high-quality products impossible. It has brought immeasurable losses to both enterprises and consumers

3. difficult to prevent counterfeiting refers to that the anti-counterfeiting technology is not easy to be identified by consumers, can not be accurately identified by most people, and is difficult to play a real anti-counterfeiting role. A good anti-counterfeiting technology should have the following major elements:

(1) anti counterfeiting products cannot be produced with other general equipment and technology, and the production equipment and technology must be unique

 (2) the pattern characteristics of anti-counterfeiting products must be easily distinguished by the naked eye for the convenience of consumers' identification, rather than using instruments for identification

(3) anti counterfeiting products must not be recycled and reused

(4) anti counterfeiting products must not be purchased worldwide

(5) the risk is zero after the enterprise uses anti-counterfeiting products

 (6) the risk of consumers after purchasing the product is zero

 (7) internal employees and legal distributors of the enterprise are unable to make use of the resources and channels they have mastered to fabricate and sell fake products

 (8) the salesman and agent of the anti-counterfeiting company cannot resell the labels that exceed the actual quantity used by the customer to the counterfeiters who will have carbon layer protection in case of fire

? The current anti-counterfeiting technology is not convenient for consumers to identify, but also requires consumers to bear certain costs. As consumers of anti-counterfeiting technology with high technology and high investment as barriers have no reference, it is difficult for them to accurately identify. Because they cannot accurately identify, anti-counterfeiting will lose its significance. Due to the extremely low query rate (currently only a few percent) of information anti-counterfeiting, it opens the door to theft and opens the door to counterfeiting. What's more, it has become an umbrella for counterfeit products. If such technologies are allowed to continue to expand their application and products continue to flow into the market, it will only aggravate the chaos of the anti-counterfeiting market and mislead consumers. At the same time, it will make the anti-counterfeiting that has lost its credibility with the people even worse. It is also an unjust injustice suffered by enterprises, which makes it impossible for enterprises to have an overall understanding of the overall effect of anti-counterfeiting, and makes it impossible for enterprises to have an understanding of the anti-counterfeiting effect. After some enterprises use non anti-counterfeiting and fake anti-counterfeiting products, they are afraid of being bitten by snakes for a year and afraid of well ropes for ten years. Now it seems that this behavior in the anti-counterfeiting industry is strikingly similar to the infiltration of fake rice in Thailand, The counterfeiting behavior of anti-counterfeiting enterprises is mainly in the query rate, which is directly proportional to the cost of anti-counterfeiting. Therefore, the anti-counterfeiting effect of anti-counterfeiting enterprises is characterized by low quality and low price. There is no investment in advertising, query costs, and comparison references. This investment is the key to affecting the query rate. Without these necessary inputs, the anti-counterfeiting effect will be very poor, It gives enterprises and consumers a false impression that it is impossible to prevent counterfeits. Therefore, enterprises have opened more franchised stores, and franchised stores mainly rely on system management to prevent the circulation of fake goods. What is the anti-counterfeiting effect of franchised stores? In fact, management cannot prevent counterfeiting. There are too many instances of fakes sold in franchised stores. This is because management is soft and implemented by people. People can cheat. In fact, it is corrupt to crack down on counterfeits by relying on the system. The anti-counterfeiting is realized by technical means. Although it can not solve all the problems, it has one point. Technology is hard and science is ruthless. Take the anti-counterfeiting of RMB as an example. If the RMB can not be anti-counterfeited, it will be very terrible. First of all, the country's economy will collapse. One thing can explain the problem, that is, there are absolutely not so many companies that will work hard to make money. If conditions permit, they will secretly manufacture RMB. Therefore, there must be technical means to stop counterfeits, The function of anti-counterfeiting is to make it easy for people to distinguish the true from the false, making it difficult for counterfeiters to forge. People can identify the fake goods in the market, so that there are fake goods in the market, and the fake goods are easy to identify. By using the choice behavior of buyers, the counterfeiters can not make money

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