1, China's anti-counterfeiting products evolution and upgrading

Anti-counterfeiting products refers to the use of related technology to produce anti-counterfeiting products to prevent product counterfeiting or counterfeiting, and to identify the authenticity of the product and other anti-counterfeiting products. Generally speaking, anti-counterfeiting products should have identity uniqueness, identification, stability, reliability of anti-counterfeiting efforts, the use of applicability, technical security and confidentiality features.

Anti-counterfeiting products on the market from the perspective of technical features and functional evolution, roughly experienced five generations of product iteration and upgrade:

2, China's anti-counterfeiting industry, the analysis of key technologies

There are many types of anti-counterfeiting products on the market, and anti-counterfeiting technology used in different anti-counterfeiting products is not the same. Common product anti-counterfeiting technologies include: invisible molecular technology, two-dimensional code anti-counterfeiting, uncovering the bottom of the anti-counterfeiting, security line anti-counterfeiting, dynamic color code anti-counterfeiting, magnetic light-altering 3D ink anti-counterfeiting, laser laser holographic anti-counterfeiting, RFID anti-counterfeiting, paper anti-counterfeiting and so on.

3, China's anti-counterfeiting technology and a new generation of information technology

In recent years, China's 5G, big data, cloud computing, Internet of Things, blockchain and other emerging information technology is developing rapidly, and these technologies have been gradually applied to anti-counterfeiting products, the anti-counterfeiting industry and the emerging technologies are integrating with each other.

For example, some domestic enterprises have already applied big data and cloud computing technologies to anti-counterfeiting products to provide customers with accurate marketing in addition to anti-counterfeiting protection, such as CECC has created a new type of intelligent marketing model of one code and one thing to realize accurate customer groups based on anti-counterfeiting inquiries to achieve accurate attraction, and provide more than one hundred marketing models, including integral mall redemption, interactive marketing games, promotions back to the red packet, information collection and so on. It provides more than a hundred kinds of marketing models, including points mall exchange, interactive marketing games, promotion return red packets, information collection, etc.

Blockchain has a pioneering advantage in the application of anti-counterfeiting. Blockchain technology uses timestamps, *** knowledge mechanism and other technologies to realize the characteristics of the data, such as unalterable, traceable, transparent and open, and the participants in each node can query the source of commodity information, confirm the authenticity of the relevant information and visualize it to the consumers to enhance the consumers' trust in the quality of the commodities, and Jingdong, Ant Gold and other relevant application projects.

4, China's anti-counterfeiting industry R & D investment

From Huagong Science and Technology and Zhaorigong Technology two companies on the anti-counterfeiting industry research and development investment for analysis. Huagong science and technology was established a long time, after years of technology, product precipitation, in the laser, anti-counterfeiting technology development and maturity; Zhaorigang technology focuses on service banks, is the inventor of the paper pattern anti-counterfeiting technology, in the note anti-counterfeiting products have absolute competitive advantage. From the point of view of R & D expenses, in recent years, the two companies continue to increase R & D investment, the scale of the year-on-year growth trend; Zhaozhi Technology R & D investment accounted for a larger proportion of revenue, the first three quarters of 2022, R & D expenses accounted for the proportion of operating income of more than 68%; Huagong Science and Technology in the annual investment in R & D for the level of hundreds of millions of yuan, the first three quarters of 2022 R & D expenses have reached 370 million yuan, the company R & D expenses accounted for the proportion of revenue Keep at 4%, 5% or so.

5, China's anti-counterfeiting industry application cases

Product anti-counterfeiting and traceability is an important means of maintaining fair competition order in the market, and plays an irreplaceable role in the protection of corporate brands and intellectual property rights, safeguarding the rights and interests of consumers, and building a social credit system. China's anti-counterfeiting industry has become more and more diversified and advanced under the active exploration of various anti-counterfeiting enterprises, which has enhanced the anti-counterfeiting protection of Chinese enterprise brands. The China Anti-counterfeiting Industry Association organized a conference in May 2022, at which the "Top Ten Excellent Cases of Anti-counterfeiting and Traceability Protection of Brands" was released:

For more research and analysis of this industry, please refer to the "China Anti-counterfeiting Industry Market Outlook and Investment Strategy Planning Analysis Report" of the Juniper Networks Research Institute

.