Anti-counterfeiting industry is entering a new era

In the past, I chose to develop in desperation

Anti-counterfeiting technology in China's prosperity, I do not know is comedy or tragedy? Compared with the level of scientific research in developed countries in the West, China can only maintain a world-leading level in a very few areas, and anti-counterfeiting technology has exactly occupied a place. Since the 1980s, laser holography technology has been introduced into China as a symbol. Anti-counterfeiting has been separated from the traditional packaging industry and developed into an independent industry. The sudden popularity of a drug is not because the drug is "good." It only shows one problem. Many people have already been infected with a "plague." This metaphor roughly illustrates why laser holographic technology has been rapidly developing in China in the 1980s.

In the early 90s of last century, when the author investigated the issue of “counterfeiting and anti-counterfeiting” in a number of well-known companies, a marketing person at the “Shen Gong 505” once said: “Our products have been counterfeited, indicating that our products are famous. "Good quality!" Her statement sounded ridiculous, but to a large extent, it truly reflected the ambivalence of many companies when they faced anti-counterfeiting technology. None of the patients would be willing to take drugs and feel happy. “Pilling” is a painful choice made by any patient in a passive state of “having to eat”. In this way, anti-counterfeiting technology is like a drug that has obvious effects on "industrial plague" and was finally accepted by Chinese enterprises.

The anti-counterfeiting “prevention” is intended to be preventive, but most companies in China have started to take medicine after they have been infected with the “industrial plague” and insist on continuing to use drugs, which of course greatly reduces the “effect”.

Now actively and actively seek development

Entering the 1990s, how to prevent forgery has become a common knowledge of China's brand enterprises. The anti-counterfeiting technology has also achieved greater development and wider application in China. The number of anti-counterfeiting enterprises has grown to more than 1,000, and the total market for anti-counterfeiting technology products has exceeded 100. Billion.

Introduce and develop anti-counterfeiting counterfeiting

At this stage, the types of anti-counterfeit technologies are diversified, and the sources of technology are showing a situation of foreign introduction and self-development. The introduction of foreign laser holography, anti-counterfeiting ink and other technologies are still the mainstay. Domestic self-developed anti-counterfeiting technologies mainly include code telephone anti-counterfeiting, heavy particle anti-counterfeiting, and special package anti-counterfeiting. In China's alcohol production industry, Moutai, Wuliangye, Jiannanchun, Xinghuacun and other famous brands have invested in the development of counterfeit special bottles and special packaging boxes. Wuliangye has invested more than 10 million to develop a series of anti-counterfeiting packaging including special packaging boxes, special bottles and special bottle caps. Another important anti-counterfeiting technology, led by Chen Mingfa and others, is the prevention of counterfeiting of code telephones, which is led by the relevant national departments and has been built on a large scale nationwide in the name of “National Code Telephone Anti-Counterfeiting System Project”.

During this period, anti-counterfeiting was carried out under the guidance of the “new” and “special” ideas, just as people are always keen to develop “new special drugs” in the face of the plague. If we compare this choice of ideas to a competition, then the anti-counterfeiting and counterfeiting competitions are mainly “higher, faster, and stronger” in the game, and they make a fuss about the difficulty. Every enterprise chooses an anti-counterfeiting technology and always illusions or hopes that this technology will be "difficult to counterfeit." It hopes that it can run ahead of counterfeiters and make counterfeiters catch up.

Anti-counterfeiting must pay the price of "bleeding"

It is inappropriate to compare anti-counterfeiting with counterfeiting as a competitive game. Because this is a contest where the rules of the game are only followed by one party, counterfeiters will not abide by the game rules prescribed by the forgers. On the contrary, they will always use “foul foul” behaviors to catch up to or even surpass the forgers.

If we say that the first phase of corporate anti-counterfeiting choices in China is a painful choice made under the reluctant passive mentality, then the second phase of anti-counterfeiting choices is the active choice of pain. The introduction of a variety of foreign new technologies and the development of a variety of "Chinese technologies" have achieved brilliant results in the anti-counterfeiting wars of the past 90 years. However, it is difficult to express this achievement by the word "victory". After the competition, not only did you not appreciate the taste of victory, but more often you got the feeling of failure. Such as Hongta Group Vice President Pu Xueming's helpless remarks: The cumulative investment in fraud exceeded 4 billion, but we can only continue to play. Another example is the “National Code Phone Anti-Counterfeiting System Project”, which was invented in 1995 and spread since 1996. At present, there are more than 100 companies and institutions in the country that are engaged in the promotion of code-based anti-counterfeiting technology. This situation is almost laser. The revival of the holographic anti-counterfeit technology in China in the late 1980s cannot but worry.

The future is better tomorrow

"Learning war in war" sounds like a tongue twister, but this sentence may just reflect the tangled relationship between anti-counterfeiting and counterfeiting. From the middle and late period of the 1990s, China’s enterprises began to choose the third phase of anti-counterfeiting options, from passive acceptance to active selection, from “fake and fight again” to prevention, from simple technical anti-counterfeiting to comprehensive social anti-counterfeiting, and from single technical means to The integration of various technical means has finally begun to get out of the confusion and bring hope for the fight against counterfeiting and counterfeiting.

Anti-counterfeit and Spring: Texture Security

On the occasion of the turn of the century, texture anti-counterfeiting developed by our country's scientific research personnel will encounter the new century unexpectedly and at the same time be born. Texture anti-counterfeiting inherited the advantages of computerized telephone anti-counterfeiting informatization and socialization. At the same time, it also opened up a whole new field of anti-counterfeiting technology. It first developed under the guidance of a new anti-counterfeit theory and concept of anti-counterfeit, based on the critical inheritance of traditional anti-counterfeit theory. of.

Texture anti-counterfeiting believes that the phenomenon of counterfeit and inferior phenomena is called “the industrial plague of the 20th century” because industrial production pursues speed and efficiency, standardizing and formatting products on the assembly line and standardizing it as counterfeiting. Provides technical possibilities. The fundamental misunderstanding of traditional anti-counterfeit technology products lies in the fact that it is also a standardized and formatted product produced on the industrial assembly line. Using it to prevent counterfeiting is tantamount to taking advantage of your own hair and wanting to leave the earth. Such as special wine bottles, laser tags, etc., each of their products are exactly the same, since manufacturers can rely on a template to produce thousands of copies in the form of copies, and on what basis will believe the counterfeiters Can't do it? Texture anti-counterfeit also believes that the short-term effectiveness of traditional anti-counterfeit technology and its inability to eradicate counterfeiting has its philosophical misunderstanding. When defenders develop new technologies, they seem to have forgotten the common sense that both security and counterfeiters are human. All man-made things will always be copied. Such a common sense has even been repeatedly verified by Chinese companies for almost two decades.

The texture anti-counterfeiting technology solution is based on the fact that there are no two identical leaves in the world because human beings cannot repeat the time and space in which a certain leaf was growing. The application method of texture anti-counterfeiting has been developed from papermaking. Paper is made by manpower, but the paper's texture pattern is formed during the "growth" process, and has nothing to do with manpower. In the realization process of texture anti-counterfeiting, the advantages of informationization and socialization of anti-counterfeit code are further brought into full play. All-round use of modern digital information technology, alliance with consumers, and commitment to establish an effective universal supervision system. If Wang Hai is an excellent counterfeiter, then texture security may make every consumer become Wang Hai. Therefore, people have reason to expect that the new century of anti-counterfeit technology should be a “texture age”.

Anti-counterfeiting era brand strategy

How to build a brand in a fake market? It is no longer a simple product quality, but should be an organic combination of superior quality, reliable anti-counterfeiting protection and quality services. The guarantee of anti-counterfeiting is itself part of the service and is part of the product. It is the right of the consumer from the brand manufacturer. Get enjoyment. What is gratifying is that Chinese enterprises can now make rational anti-counterfeiting choices, and at the beginning of the brand's creation, they can put anti-counterfeiting protection into their plans.

At present, China's corporate anti-counterfeiting options subjectively went through a mental path from passive to active and then rational. In the selection of technology types, they also went through several stages, from laser holograms to codecs to texture anti-counterfeiting. stage. In short, China's anti-counterfeiting technology and corporate security awareness of self-protection have entered a new era.