品牌防伪和认证

如何在联接的世界中打击假冒产品

巴塞罗那的世界移动通信大会是移动产业的一大盛会。2017 年的最新移动技术也将在此展出。这些移动设备的特征可以有效地用于在联接的世界中打击假冒产品。

二月 16, 2017

利用当今联接的世界打击假冒产品

移动产业最新和未来发展的特征在于其重点关注连接性 – 我们生活在一个联接的世界中。据调研公司 eMarketer 报道，2016 年智能手机用户已达到二十亿。连接是保护优质品牌产品的主要因素：品牌所有者需要与许多利益相关者如海关人员、进口商、经销商和零售商，就市场上仿冒产品的风险和减少这种风险的可实施措施交换意见。同时，还需要联系和告知可能受影响的目标群体，尤其是最终消费者。我们的联接世界为解决这个问题奠定了坚实基础 – 前提是您知道如何正确使用它。

通过我们的移动设备，我们几乎可以始终与朋友、公司等实现数字连接。凭借物联网，设备自身也能够实现连接。甚至可以进行身份验证 - 检查设备是正版还是仿冒品。例如，假冒的苹果手机不能连接到 iTunes。这似乎是某种保护手段：假冒产品通过这种方式被识别，并且无权使用所有服务。已购买假冒产品的消费者会意识到他的/她的不良购买。

问题已经解决了，对吗？不 - 真相发现得太晚了！

消费者已经购买假冒的苹果手机 - 虽然不知道是假冒的 - 并且现在想要使用他/她购买的所有服务。而真相却是在供应链的最后一个环节发现的 - 这种损失将直接影响消费者并且间接影响品牌形象。

将消费者作为“市场之眼”

所有其他环节 - 海关人员、进口商、经销商、零售商 - 都没有意识到假冒产品正在流通。为什么？因为他们根本无法区分原产品和假冒产品。品牌所有者需要确保原产品易于验证，并且可以一目了然地检测出假冒产品。同时，卓越的市场沟通能力也是可靠品牌保护解决方案的关键因素，而这正是我们可以利用联接世界的地方。怎么做？

品牌所有者应该与市场甚至与消费者形成良好互动，借助他们的力量全面关注市场动态。

消费者是品牌保护中最大的目标群体。凭借移动产品及其连接性，消费者的积极性可被激发出来，并且有助于迫使假冒产品退出市场。如今，品牌所有者能够借助智能手机直接与个体消费者进行互动。通过对移动消费者注册使用激励机制，产品身份验证可以成为客户关系管理的一部分。获得有效激励的消费者可以建立品牌忠诚度：通过奖励计划或幸运抽奖与身份验证相结合，消费者还可以生成真实的市场情报数据，以便有利地打击仿冒产品。

有效产品保护解决方案包括利用消费者和产品的移动连接性的市场沟通概念。

关于此内容的有趣链接

eMarketer 的文章“到 2016 年，全球智能（手机）用户将达到二十亿”

smsglobal 的文章“智能手机的所有权、使用率和普及率”

将在巴塞罗那举行的世界移动通信大会，2017 年 2 月 27 日到 3 月 1 日

 更多关于在线产品身份验证与市场情报数据相结合的信息

 更多关于对消费电子产品的产品保护和品牌保护的信息

作者

Dr Steffen Scheibenstock, International Product & Market Manager at SCRIBOS

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如何在联接的世界中打击假冒产品

利用当今联接的世界打击假冒产品

将消费者作为“市场之眼”

关于此内容的有趣链接

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