Analysis on the current situation of anti-counterf

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Analysis of the current situation of alcohol anti-counterfeiting technology is concerned (Part 1)

1. The current situation of alcohol counterfeiting products

looking at the alcohol counterfeiting products on the market in China, they generally have the following characteristics:

1 Counterfeiting sources -- recycle alcohol packaging. Whether it is a low-level counterfeiter in the past or a counterfeiter using high technology now, recycling plays a very important role in these two projects. Wine bottles and packaging are the main sources of counterfeiting. In the past, some wine bottles were low-cost and not technically difficult, and some counterfeiters could also produce similar products by themselves. However, with the application of high-tech in liquor enterprises, the packaging of liquor has changed, and some high-precision and peculiar wine bottles and packaging have emerged. This kind of alcohol packaging costs high and is highly technical, which brings certain difficulties to counterfeiters. Therefore, counterfeiters tend to recycle in the simplest and direct way. Chinese consumers have no habit of collecting alcohol packaging, which provides opportunities for counterfeiters. They often buy waste wine bottles and packages from consumers at extremely low prices, and then put them on fake and shoddy products for resale to consumers

2. The means of counterfeiting are becoming more and more hidden. With the development of society, the efforts of enterprises to crack down on counterfeiting are increasingly strengthened, and the counterfeiters' means of counterfeiting are also becoming more and more hidden. They are not only satisfied with recycling ready-made wine bottles and packaging, but also pasted with fake and fake marks, making it more difficult for consumers to distinguish the authenticity

3. Counterfeiting technology has become increasingly advanced, and counterfeiters have developed from individual workers to gangs in recent years. Counterfeiters are almost crazy, and some counterfeiting gangs openly call themselves groups. And this gang has a better means of making fake goods. Its exquisite packaging is even more attractive to consumers than genuine products

4. Products mainly flow to rural areas. China's alcohol enterprises have a strong crackdown on counterfeiting in large and medium-sized cities, but relatively weak in remote counties and rural areas, and some even have no time to take into account, which provides a great opportunity for counterfeiters. Most counterfeiters focus on the blank area of crackdown on counterfeiting ---- remote small counties and rural areas. Fake wine is almost unimpeded here

2. Talking about the adaptability of alcohol anti-counterfeiting technology

because the phenomenon of counterfeiting and shoddy in China's wine industry has been banned repeatedly, and because manufacturers have suffered deeply, there is a strong demand for anti-counterfeiting, so various market factors have created an anti-counterfeiting atmosphere, and also created many anti-counterfeiting enterprises. In the market research, the author feels that the anti-counterfeiting market has its own characteristics, and its adaptability to the surrounding environment is the basis for its survival and development

first, the design of anti-counterfeiting products should be compatible with supporting products. Generally, anti-counterfeiting products are produced in cooperation with wine bottles, bottle caps and other production enterprises. If the design is unreasonable and the cost increases, the market competitiveness of the product will be greatly damaged, so it is difficult to promote in the market

second, anti-counterfeiting products are compatible with their alcohol products in terms of grade and personality. The design of anti-counterfeiting products, such as anti-counterfeiting bottle caps, should be consistent with the corresponding liquor in terms of color and shape. If the anti-counterfeiting bottle caps used by high-end brands such as Wuliangye and Moutai are of low grade, and the color and other appearance factors do not match, it will not only be difficult to achieve the anti-counterfeiting effect, but also leave room for counterfeiters and damage the image of the corresponding high-end liquor brands. In addition, if low-grade liquor uses high-grade anti-counterfeiting products, its cost will increase, which is not conducive to the purchase of target customers. In short, it is not good to be too high or too low. The key is whether it is appropriate or not

third, anti-counterfeiting products should meet the actual needs of alcohol consumers. For example, the design of anti-counterfeiting bottle caps in current anti-counterfeiting products, some of which are very complex in order to enhance the anti-counterfeiting effect. As a result, it is difficult to open the bottle caps, which reduces the enthusiasm of customers to buy, while others have poor design safety, and consumers will scratch if they are not careful; This will undoubtedly make customers more dissatisfied. In short, the adaptability of anti-counterfeiting products is one of the important characteristics of this industry. As an advanced carbon fiber resin matrix composite, it is a supporting service product with the characteristics of high specific strength, designability, good fatigue resistance, strong corrosion resistance and high damping. How to do a good job in adaptability requires further efforts from insiders in this regard

3. Several key links of alcohol selection anti-counterfeiting technology

since the case of fake wine in Shanxi was exposed in 1998, the wine industry has taken up the weapon of anti-counterfeiting technology to stop the negative impact of fake and inferior wine on glass. After nearly two years of efforts, the Baijiu industry has basically withstood the impact of the market. In terms of the anti-counterfeiting technology of Baijiu, the vast majority of liquor enterprises often have to adopt it because their products are seriously infringed by counterfeit products, so it has great randomness and passivity. Some famous domestic enterprises invested heavily in introducing anti-counterfeiting technology and production equipment from abroad when adopting anti-counterfeiting technology, but the effect of anti-counterfeiting is not very ideal because their anti-counterfeiting technology did not fully take into account China's national conditions in the selection process. So, what links should alcohol enterprises pay attention to when choosing anti-counterfeiting technology

first of all, when choosing anti-counterfeiting technology, we should pay full attention to the security of anti-counterfeiting technology

the security of anti-counterfeiting technology is mainly reflected in the "human nature" of the technology. The design of the technology should consider the consumption of consumers and the spiritual consumption of Baijiu. For example, a distillery in Henan has applied the anti-counterfeiting technology of destroying the bottle mouth on its fist products. Through the recommendation of a famous crosstalk actor in China, its products have occupied the national market and achieved certain achievements. At the same time, it has also made consumers aware of the concept of "alcohol anti-counterfeiting" and curbed a large number of counterfeiters. However, since consumers often scratch their hands in use, this technology still needs to be further improved. According to the author's understanding, Beijing, Shanghai and other places have overcome the weaknesses of the above technologies, and products have been put on the market at the end of last year

secondly, when choosing anti-counterfeiting technology, we should pay attention to the selection of mature anti-counterfeiting technology extension technology

the packaging of alcohol enterprises has a remarkable feature, which is the persistence and slight change of appearance. Persistence is a style formed by a brand over the years, such as the bottle shape of Maotai liquor and Jiugui Liquor. It is also a style formed over the years. Consumers will know at a glance that this is the visual image of a brand. Micro change refers to the continuous improvement and improvement of anti-counterfeiting technology in product packaging, and the improvement and improvement of this anti-counterfeiting technology is often the re distillation of the mature anti-counterfeiting technology and its theory in the previous stage. In the autumn fair last year, the author had the honor to talk with the personnel of Shanghai Jiayang, Shenzhen Mianfeng, Wuhan Dexin and other anti-counterfeiting technology companies, and found that these companies have begun to take measures to develop the extension technology of their company's leading technology. For example, the chief engineer of Shanghai Jiayang company revealed to the author that since March 1999, the company has successively invested nearly one million yuan in the research and development of new technologies, and introduced in detail the new product C series products brought by the company to the autumn fair. According to the author's recent understanding, the company has developed a new anti-counterfeiting technology that can destroy the bottle cap only by rotating the bottle cap, and this anti-counterfeiting technology overcomes the drawback that the needle key must be used to open the anti-counterfeiting bottle

thirdly, when choosing anti-counterfeiting technology, we should pay attention to the compatibility with the existing technology of alcohol enterprises

compatibility is mainly reflected in three aspects. First, it is compatible with the filling line, which requires the anti-counterfeiting technology and its products to be selected to adapt to the existing filling line of the enterprise. If the selected anti-counterfeiting technology needs to change the filling line of the distillery, it will increase the basic investment of the enterprise; Second, it is compatible with the current selling price. The cost price of the selected anti-counterfeiting technology and its products should be equal to or slightly higher than that of the products without anti-counterfeiting technology, but this does not mean that the lower the price, the better, but should adapt to the grade of the wine; Third, it should be compatible with the replaced technology. The selected anti-counterfeiting technology should be able to continue the advantages of the replaced technology products, so that its visual recognition effect can be properly maintained:

to sum up, when choosing anti-counterfeiting technology, alcohol enterprises only pay attention to the three key links of technology safety, extension and compatibility, However, compared with advanced countries in the world, China's new material industry really grasps the connotation of alcohol anti-counterfeiting technology

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