"Hidden Rules" Confuse Market &Nbsp; When Is The Phenomenon Of Brand Counterfeit?

December 10th, in China market On the other hand, if a product has a fake, it shows that it has a certain brand reputation; if its product is more people, Shanzhai and "brand name", it proves that its popularity is higher; if the manufacturer promotes new products to be listed, Attract investment In the meantime, we must be willing to let dealers sell goods, so that we can first open the market visibility.

These sounds seem commonplace, but carefully consider how the fake and fleeing behavior become a measure of product popularity. standard What?

In fact, if a company wants to be a well-known brand for a long time, it should not let the counterfeit and fleeing goods damage the consumers who are loyal to their brands. They not only hurt the interests of consumers, but also disrupt the market order, even suffer complaints and lawsuits, and destroy the entire brand image.

Lining's fake problem has been very serious. In the Baidu anti-counterfeiting index query, Lining fakes rank first, with an average of more than 300 search messages per month for Lining's anti-counterfeiting. Why do we frequently use Baidu to find Lining's anti-counterfeiting query? When the user enters the query website on the tag, there is only one input box waiting for the user, without any labels, anti-counterfeiting, good explanation and query operation instructions.

When consumers buy products suspected of fake products, they will feel anxious and will try every means to confirm the authenticity of the products. In the face of consumers' concerns, some enterprises are very rigid in dealing with them. They think that sticking labels on anti-counterfeiting labels will be all right. They can flaunt themselves as excellent products, regardless of consumers' feelings, how to inquire, query whether they are convenient, who will answer questions in enquiries, and whether they are satisfied with inquiries after querying.

Four seasons Mu Ge solar energy technology Co., Ltd. has been popular in World Expo during the construction of a set of solar water heating system for the Expo pavilion. But not long ago, Beijing regional sales director exclaimed: "recently, complaints from a large number of fake and shoddy products have not only affected the credibility and brand of the four seasons song company, but also directly hurt the legitimate rights and interests of consumers. Many consumers are rushing to the "four seasons song" brand, and ultimately buy back is fake, spend a lot of money to buy fake products, it must be very sad.

Similarly, the "hidden rules" of fleeing from the paint market also make management puzzled. Because of the particularity of coating products, different special formulations should be added according to different regions. Not only the interests of manufacturers are damaged, but also the interests of consumers everywhere.

Stepping out of misunderstanding and strengthening market anti counterfeiting

Ai Chis, the father of positioning, thinks: "the product represents the image of an enterprise, and the brand affects the reputation of the country". To win a reputation on the international stage and become a famous Chinese brand, Chinese brands must get rid of the infringement of "Shanzhai" and "brand name", and get rid of the misunderstandings of relying on fake goods and fleeing goods to enhance their popularity.

Here, let's take a look at the way that these famous brands have gone through:

The labels with high security forgery deterred counterfeiters.

The anti-counterfeiting label with certain anti-counterfeiting technology difficulty can keep the counterfeiters away. Like old mama's chilli sauce and bulls card socket, nuclear track aluminum double layer anti-counterfeit labels have been used for many years, and this label can produce special effects such as ink pens smearing, leaving marks and water disappearance. The nuclear track membrane used in the label must be manufactured by the nuclear reactor nuclear control equipment and controlled by the Research Institute of Tsinghua University. The characteristics of industry monopoly determine that only a small number of enterprises can do this to increase the difficulty of fraudulent practices. {page_break}

Integrated anti-counterfeiting packaging, easy to identify, difficult to counterfeit.

For products with simple packaging and easy to counterfeit, anti-counterfeiting technology should be implanted into packaging. For example, special materials such as light changing ink, colorless fluorescent ink or infrared ink are added to product packaging. Special optical effect and invisible secret mark are effective ways to distinguish genuine and fake products. This technology was used in 2008, such as daiyon agricultural products (China), jindas products in 2008, cover grass in 2009, Qianjin, loben and bottled bottles in 2010. When farmers purchase products, they can see the change effect of ink between green and violet red in view of sunlight conversion angle, and can identify the authenticity of products directly and quickly. However, because of the high cost of the ink and its technical difficulties, it is difficult for the non professionals to deploy well and the counterfeit threshold is high, so it is difficult to counterfeit.

Smart code anti-counterfeiting, the most advanced and reliable means of anti-counterfeiting.

Counterfeit counterfeit medicine is an invisible "killer" to the common people and a terrible "cancer" to the society. Products such as medicines and alcoholic drinks, which are related to people's health and food safety, must be eliminated. Therefore, such products are also the key targets for the inspection by industry and law quality supervision departments. A few days ago, the National Association of pharmaceutical technology market launched the smart code technology to quickly check the authenticity and circulation information of drugs. Using the international advanced coding technology and unique printing technology to make invisible invisible markings on drug packaging, and cooperating with the newly developed photoelectric recognition instrument to decode information, the inspectors can quickly identify and identify counterfeit products at the scene. The code has three advantages: no duplication, no transfer and no destruction, making counterfeiters unable to start.

Anti counterfeiting logistics label, counterfeiting fleeing problem solved.

Counterfeit is the behavior of counterfeiters. If the two can be combined and solved, it will be a good thing for an enterprise. At present, with the help of anti-counterfeiting labels to protect the logistics information, the anti-counterfeiting label is upgraded to the set mark with the logistics code, and the problem of anti-counterfeiting and anti fleeing can be easily solved.

The application of the set label scheme is wider, flexible operation, corresponding packing, and after the definition, consumers, manufacturers or inspectors can query the true and false information and logistics information by labels respectively. It has been five years since the Anhui Gujing Group insisted on the use of the set label scheme. In 2008, it launched the ancient well year old liquor. The use of nuclear track anti counterfeiting logistics double effect sets is particularly effective. Fake and fleeing products have been effectively controlled, consumers are buying confidently, dealers are selling wine vigorously, brand awareness has increased year by year, and sales are rising steadily. In addition, such as Kong Fu house wine, Wuling wine, gold emblem wine industry, Changle burning and other wine products have been launched in the selection of logo scheme.

To prevent fleeing people from damaging the secret, make the mark more concealed.

It is often the behavior of internal dealers that means that manufacturers will know where they are, no matter what marks they make. The hiding place of marks is no longer a secret to dealers. Therefore, only when the marking of the logistics code is made known, but it can not be destroyed can it be considered brilliant. The labels of the 2010 bottled products of Dow Yi nun (China), which are logistically clear, convenient for storage, are covered with glue on the back, and many are covered with corresponding logistics codes. The fleers know that there is a mark on the back, but they can only sell the labels completely and reprint the same labels with the light changing ink, so that the cost of doing so exceeds the profit of fleeing profits, and the dealers who naturally run away are few. In 2010, in the case of price inflation, a dealer in some area had a demand for price rise. Because of the choice of the anti fleeing system as an umbrella, he did not worry that the goods in other areas disturbed the price, and the dealer's profit margins were guaranteed.

Improving service quality and resolving the crisis of counterfeiting and fleeing goods

Faced with the homogeneity of products and the decline of profit margins, and the internal worries caused by fake goods and fleeing goods, to become a competitive Chinese brand name, we must improve the quality of service, pay attention to the detailed needs of consumers, and enhance the brand awareness and international competitiveness with humanized services.