Many well-known product manufacturers apply one or more packaging anti-counterfeiting technologies to their products in order to combat counterfeiting and protect genuine products, but the effect is not satisfactory. On the one hand, the packaging anti-counterfeiting technology adopted by enterprises themselves can not effectively curb counterfeit products; On the other hand, its anti-counterfeiting technology is used in an improper position and way, which leads to its inability to play an anti-counterfeiting role. Therefore, once counterfeit products appear in the market, manufacturers have to seek other anti-counterfeiting technologies to replace packaging, which not only causes huge economic losses to enterprises, but also is not conducive to consumers to identify or increase their consumption burden. The root cause of this situation is that manufacturers do not fully understand the packaging anti-counterfeiting technology and do not consider other factors comprehensively when designing packaging anti-counterfeiting. Next, we take the anti-counterfeiting packaging of famous wines as an example to analyze the design principle and application of anti-counterfeiting packaging.
Design principles of anti-counterfeiting packaging for famous wines
There are many kinds and styles of wine, and its packaging and decoration not only protect and beautify the goods, but also play an important role in promoting the goods. The counterfeiting of famous wines has always been a big problem that puzzles brewing enterprises and hinders their healthy development. In order to effectively curb counterfeiting, when designing anti-counterfeiting products, it is necessary to analyze the main methods of counterfeiting and design products that can really play an anti-counterfeiting role. At present, the methods of counterfeiting famous wines can be roughly summarized into three categories: first, counterfeiters use old packaging containers and labels for counterfeiting activities; Second, counterfeiters buy new packaging containers and labels from the black market for counterfeiting activities; Third, some large-scale counterfeiting enterprises with strong economic strength copy all kinds of famous products and make a large number of fakes. In view of these three kinds of counterfeiting methods, the anti-counterfeiting packaging design of famous wines should be considered comprehensively to meet the "three defenses" design principle of anti-counterfeiting packaging.
1. Design principle of anti-counterfeiting packaging by using old containers to prevent counterfeiting
Preventing the use of old containers for counterfeiting (hereinafter referred to as "counterfeiting") is mainly put forward for some small and medium-sized counterfeiters to use old packaging for counterfeiting, because most small and medium-sized counterfeiting enterprises, due to economic constraints, often use old containers for counterfeiting and counterfeiting famous products. For such counterfeiters, manufacturers can use destructive anti-counterfeiting packaging technology to deal with them. Packaging or decoration is cleverly designed to destroy the structure at one time. When you open the package to get things, you must destroy the package or decoration, so as to effectively prevent the use of old containers for counterfeiting and achieve "anti-aging".
2. Anti-counterfeiting packaging design principles to prevent counterfeiting and new packaging.
Using new packaging to prevent counterfeiting (hereinafter referred to as "anti-novelty") is one of the most important contents of anti-counterfeiting packaging at present. After most manufacturers adopt destructive anti-counterfeiting packaging technology, counterfeiters also turn to new packaging for counterfeiting. They mainly use new packaging and labels bought from the black market to make fakes. This kind of forgery is more difficult to deal with than the first case, because most new packages, labels, etc. It can be easily manufactured in a centralized way and used in a decentralized way, so that counterfeiters can produce realistic fakes without too much investment. At present, there are two main ways to prevent innovation: one is to use complex technology, which makes it difficult to implement fraud; The second is to use huge investment to implement anti-counterfeiting on the production line, that is, manufacturers adopt a technology that must be implemented on the production line, and the investment of this technology is too large for ordinary counterfeiters to bear, thus forming investment anti-counterfeiting, which is also the main measure to prevent new products.
3. Design principles of anti-counterfeiting packaging.
For some counterfeiters with strong economic strength, the best way to prevent them from counterfeiting is to do so in secret (hereinafter referred to as "counterfeiting"). Neither new technology nor patented technology can play an anti-counterfeiting role for counterfeiters with strong economic strength. Because these counterfeiters also have advanced equipment and can produce high-tech packaging products, using secret anti-counterfeiting is the best way to resist these counterfeiters.
In the design of anti-counterfeiting packaging of famous wines, the above design principles should generally be followed. Only in this way can the anti-counterfeiting packaging of products really play an anti-counterfeiting role.
Application of anti-counterfeiting packaging
According to the "three-proof" design principle of anti-counterfeiting packaging introduced earlier, the packaging has been successfully applied. Here is a brief introduction.
1. "Anti-aging" anti-counterfeiting packaging
In order to prevent criminals from harming consumers by recycling old wine bottles and pouring inferior wine into them, many manufacturers have adopted a variety of disposable anti-counterfeiting packaging structures. For example, there is a hole lock on the outer packaging of a "Liuyang River" wine. Once the outer packaging is opened, the wine box will be destroyed. There are also anti-counterfeiting designs such as one-way protection valve structure, anti-theft cover structure and disposable anti-counterfeiting wine bottle with inner packaging. For example, Dongjiu uses a metal anti-theft cover, Maotai uses a red twist-off anti-theft spiral aluminum cover for the inner and outer packaging caps, Xifeng uses an aluminum twist-off anti-theft cover, and Wuliangye uses a metal twist-off cover. From this point of view, the twist-off anti-theft cover has been deeply rooted in people's hearts and has become the first choice for anti-aging technology.
2. "Anti-new" anti-counterfeiting packaging
For counterfeiters, this kind of anti-counterfeiting packaging has certain technical difficulties in implementation, and the investment is too large, so the anti-counterfeiting effect is better. At present, the technologies used include special packaging materials and laser printing. Laser burning is a good anti-counterfeiting packaging technology, and the effect is better when used with anti-theft cover. It is a technology of laser printing at the joint between the lid and the container after the wine is filled and sealed, so that the upper part of the font is printed on the lid and the lower part is printed on the container. When the consumer opens the bottle cap, the printed words on the bottle cap are destroyed, but the printed words on the container are intact, and the printed words left on the container cannot be erased, forming permanent traces, so it is very difficult to counterfeit with the wine bottle. Because this technology requires high investment in equipment, and these equipment are used in the packaging site, it has a good anti-counterfeiting effect. For example, Xifeng wine is sprayed with the date of manufacture and batch number at the kink of the bottle cap, which plays the role of "anti-aging" and "anti-novelty".
3. "Anti-large" anti-counterfeiting packaging
Because some big counterfeiters have abundant funds and can copy any kind of products, it is necessary to use anti-counterfeiting technologies such as encryption to deal with these lawless people. For example, the laser recording and printing technology described above can combine printing templates with different passwords by changing fonts, strictly control their use time and template models, strengthen the management of these technologies, and give criminals no chance. At present, there is also a password anti-counterfeiting bottle cap on the market, which is an anti-counterfeiting technology integrating mechanical password combination and code recognition, which makes counterfeiters flinch. For example, "Kongfujia" wine encryption logo, "Jiugui Liquor" wine uses code anti-counterfeiting logo.
A successful anti-counterfeiting packaging design generally needs to consider all the above factors, comprehensively use a variety of anti-counterfeiting technologies, and only one anti-counterfeiting technology can not solve the counterfeiting problem. In addition, any anti-counterfeiting technology is not once and for all. We must constantly develop new anti-counterfeiting technologies and combine them effectively to achieve the best anti-counterfeiting purpose. The "three-prevention" design principles of "anti-old", "anti-new" and "anti-big" are the main basis for anti-counterfeiting packaging design. Only the anti-counterfeiting packaging designed according to the design principle of "three defenses" can effectively prevent counterfeiting.