At present, the manufacture and sale of counterfeit and shoddy commodities have gradually formed an international network that integrates strict production, transportation, smuggling and sales, and its harm involves all aspects of society. Moreover, counterfeiting has become high-tech, highly intelligent, large-scale, and group-oriented. In the direction of development, its momentum is extremely rapid, and it is increasingly harmful to society.
Digital anti-counterfeiting technology is an emerging anti-counterfeiting technology that was developed and developed in 1997 by relying on the rapid development of information technology, network technology and computer technology when counterfeiting is rampant. Currently, there are dozens of companies in the country that have launched their own digital anti-counterfeiting systems . Its common anti-counterfeiting feature is to use computer network technology, database management technology, computer communication technology, computer coding technology, computer voice technology, computer security technology and personalized information printing technology to form an anti-counterfeiting professional system. The anti-counterfeiting system gives each product connected to the network a unique digital code, which can be verified by the query (verification) system of the anti-counterfeiting company. Although their respective titles are different, they all belong to computer coding and code verification anti-counterfeiting technology.
Computer digital anti-counterfeiting technology
1. Central database anti-counterfeiting system
The coding part of this type of system is completed by the central database, and the anti-counterfeiting codes of all products connected to the network are stored in the central database. The central database compares the codes sent by consumers when querying with the database code. If the code is stored in the database, The voice prompt is "Authentic product code", otherwise the prompt is "Code error, beware of counterfeiting". If the same code is queried again, the system prompts "This code has been queried, beware of counterfeiting."
2. Digital anti-counterfeiting system combining cryptography and central database
The anti-counterfeit code of this type of system is directly generated on the production line of the printing factory or production enterprise that produces the logo, and is directly covered on the logo or printed on the product to enter the market. The anti-counterfeiting center does not store the code, it only queries consumers The code sent at the time is verified, and the central database only records the verified code and encrypts it again.
3. The production enterprise self-built anti-counterfeiting coding system
The codes of such systems are generated and stored by the enterprise itself, and consumers can verify the authenticity through the enterprise's inquiry telephone.
Advantages of digital anti-counterfeiting technology
Compared with traditional anti-counterfeiting technology, digital anti-counterfeiting technology mainly has the following advantages:
1) Overcoming the shortcomings of the traditional anti-counterfeiting technology, and achieving the personalization of anti-counterfeiting products, so that the anti-counterfeiting characteristics of each product are different.
2) If consumers want to buy genuine goods, they can accurately identify the authenticity of the goods through telephone, Internet, mobile phone SMS, etc.
3) Generally speaking, as long as the encryption key generated by the anti-counterfeiting company is not lost, it is very difficult for counterfeiters to achieve large-scale counterfeit goods without being discovered. Digital anti-counterfeiting companies cannot replicate each other.
4) Restrain the sale of fakes in shopping malls. There are two premises for merchants to sell fakes: First, consumers actively buy fakes, such as audio-visual products, pirated software, brand-name clothing, etc., which has nothing to do with anti-counterfeiting technology; Purchase as genuine goods. For the second case, if the genuine goods carry anti-counterfeiting codes that consumers can easily identify, the possible outcomes are: return of goods, claims, being reported, being held accountable, damage to goodwill, etc.
5) Additional functions. In addition to product anti-counterfeiting, digital anti-counterfeiting also has functions such as product quality tracking, counterfeit detection, and prize sales. [next]
Defects of digital anti-counterfeiting technology
1. The technical content of the anti-counterfeiting label itself is low
The digital anti-counterfeit label is the carrier of the anti-counterfeiting code, and the anti-counterfeiting code is marked on the product through the label. The anti-counterfeiting function of the marker itself is very limited. At present, most of the digital anti-counterfeiting labels on the market are easily forged, and the anti-counterfeiting labels are not exquisite, so they are not suitable for labeling products with beautiful packaging requirements.
2. Low query rate
Low query rate is a common problem in digital anti-counterfeiting. There are three main reasons: First, digital anti-counterfeiting is a new thing, many consumers are not sure how to identify the authenticity through query; second, shopping malls, shops do not provide query tools, that is, inconvenient query; third, the query cost is too high. Some anti-counterfeiting companies use the sound station as the main platform for consumer inquiry. Due to the narrow coverage and relatively few calls, coupled with the high cost of voice calls, the inquiry rate is low. Some anti-counterfeiting companies use local calls and 800 toll-free telephones as consumers' inquiries. In order to reduce 800 phone bills, the 800 toll-free channels have limited access, and they do not dial local calls from anti-counterfeiting companies. Abandon the query. At present, many anti-counterfeiting companies have introduced methods to check the authenticity of products using the mobile phone SMS function, and the query rate is expected to increase.
3. Single identification method
Except for a few anti-counterfeiting companies that have realized direct coding on the production line, most anti-counterfeiting companies only use anti-counterfeiting labels as a method of identification, which makes it impossible to apply to large quantities, high-speed production lines, and low value-added products, such as beverages, Small bags of food, cigarettes, etc.
4. The machine cannot read
At present, the digital anti-counterfeiting signs that can satisfy consumers' inquiries on the market cannot be read by machines, which greatly hinders the promotion and application of digital anti-counterfeiting technologies.
The development trend of digital anti-counterfeiting technology
1. Combined with traditional anti-counterfeiting technology, complementary advantages
The combination of digital anti-counterfeiting technology and traditional anti-counterfeiting technology increases the technological content of the label itself, raises the threshold of forgery, enhances the delicateness of the label, and complements the advantages of traditional anti-counterfeiting technology, which is the development trend of digital anti-counterfeiting labels. At present, there are many combinations: laser marking + anti-counterfeiting coding, anti-counterfeiting shading + anti-counterfeiting coding, netting technology + anti-counterfeiting coding, anti-counterfeiting material + anti-counterfeiting coding, etc.
2. Use multiple identification methods together
From a single consumer identification to a combination of consumer and instrument identification, consumers are now demanding to identify the authenticity of goods through the merchant's identifier. Relevant government departments are also discussing placing consumer self-service in the sales of goods Recognizer, to minimize the counterfeit behavior and protect the feasibility of consumers ’legitimate rights and interests.
In addition, anti-counterfeiting codes with machine interpretation functions will make a huge contribution to logistics management. As we all know, the basis of the computer logistics management system is that each product must be marked with information sources that can be detected by the machine, such as IC cards, radio frequency cards, and barcodes. IC cards and radio frequency cards have obvious advantages in information processing, but the cost is too high and the scope of adaptation is very small. The one-dimensional bar codes currently in common use have too little information storage capacity to describe product features, are not personalized, and do not have anti-counterfeiting functions.
Based on this trend, some anti-counterfeiting companies have launched personalized combination coding labels that can meet the recognition of consumers and instruments; others are studying invisible two-dimensional codes and digital combination coding, which not only increase the difficulty of counterfeiting, but Destroy the beauty of product packaging, and at the same time meet the needs of machine reading and consumer identification.
3. Change from single anti-counterfeiting function to multi-function information management
With the development of information technology, the anti-counterfeiting function of coding will be gradually marginalized, and the logistics management, anti-channeling function, product quality tracking function and after-sales service function will be gradually strengthened.
4. The change of information source logo to the logo directly on products and trademarks
The current product information source (anti-counterfeiting coding) labeling method has high cost, low efficiency, and small scope of adaptation. It will be gradually eliminated. Instead, large-scale, low-cost and high-efficiency labeling methods are used on the printing production line. The logo is on the product or trademark.
5. Supervising the market through instruments is an inevitable trend
For a long time, China's government departments have more slogans in combating counterfeit goods and rectifying the market economic order. Although a high-level State Council Joint Anti-Counterfeiting Leading Group has been established to increase anti-counterfeiting efforts year by year, the total amount of counterfeit goods still expand One of the main reasons for the trend is the lack of high-tech market supervision tools.
Combination of digital anti-counterfeiting technology and printing process
The biggest feature of digital anti-counterfeiting technology is personalization and informationization, while the biggest feature of traditional printing companies is the same. The promotion and application of digital anti-counterfeiting technology must be implemented by printing companies to establish a large-scale, high-efficiency, low-cost information source identification system, that is, the printing company will transform the existing production line so that the signs it produces can be processed by computers. Product information source function, provide users with personalized and information-based anti-counterfeiting trademarks and packaging.
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