Du Zhenlin - Presentation (English).pdf - South China Label Show

Nowadays, in order to get more client resources
and more profits, there are so many label printing
enterprises that equip the labels with the anti-forgery
function, turning ordinary commodity labels into anti-
forgery labels; in order to enlarge the market, there are
also some anti-forgery enterprises that make the antiforgery
labels have the functions of ordinary
commodity labels.

No matter the anti-forgery label with the function of
ordinary commodity label or the ordinary commodity
label with the function of anti-forgery label, both are
the new trend in the label industry, also so is the
demand of the market, which is definitely a good thing.

But no matter what kind of label, all are the
appendages of product packaging, not the principle
products that the clients need.
Therefore, if the enterprises that produce the antiforgery
sell the anti-forgery label as a single product,
they will come across many problems.

The reasons are as follows:
1. The label with the anti-forgery function often increases the cost of
the product packaging.
2. The anti-forgery label and the anti-forgery function of product
packaging can have some overlap.
3. Although the anti-forgery label has a great anti-forgery function, it is not
what the client needs.
4. Your anti-forgery technology cannot completely solve the problems of
the clients.
5. The clients’ needs on anti-forgery is not only the label, but a complete
and systemic anti-forgery solution.

For the above reasons, if you regard the anti-forgery
label only as a single product, it is very difficult to
have a good selling, and the price will be rather low.
How to turn the anti-forgery label into the product
that can easily be accepted by the clients and
meanwhile reflect its real value?

It has been proven that by combining the antiforgery
label into the integrated anti-forgery solution
is an efficient way, which is worthy of a try.
For example:
In order to protect its own brand, the enterprises
In order to protect its own brand, the enterprises
which produce the middle and high-grade white wine,
adopt many protection measures on the packing box,
bottle, bottle cap and label. However, adulterated
wines still are overwhelming in the market. Even the
professional anti-counterfeiting personnel can’t
define whether it is the adulterated wine by
observing the appearance of the adulterated wine.

Through the deep analysis, wineries found out, the
reason why there are so many adulterated wines in
the market is: the packages are been recycled.
So the wine enterprises give out an intense signal: we
need a solution which can make packages unable to
be re-used.
Then there is the business opportunity, many
packaging companies and anti-forgery companies
come in succession recommend their own products,
while no one can completely address the problem,
making the package unable to re-use.

An anti-forgery company also found the
business opportunity, the company firstly
makes a primary solution rather than go
to find the winery, then gathers the
packaging company, bottle company,
bottle cap company and so on…together
to come up with a final integrated antiforgery
solution. Meanwhile, it
guarantees that once the solution is
adopted the anti-forgery company will
bear all the responsibilities if there is
adulterated wine that exists in the market.
The scheme quickly enjoys great
popularity, and it is decided to let the
bottle supplier to propose this solution to
the winery, all the other companies only
support this.

The anti-forgery company also propose
such a request: since the anti-forgery
company bore such a huge risk - guarantee
to pay the loss when adulterated wine
appears, then in the scheme, the antiforgery
label from the anti-forgery company
shall take up to 20% of the total package
cost, and the overall price of the package
cannot be raised so as not to cause
additional burden for the winery. The
solution is: 1. The outer package cannot be
equipped with the anti-forgery function so
as to reduce the cost of material and labor
2. the bottle and bottle cap needn’t be
equipped with the one-off damage function
so as to reduce the cost of material and
labor, the cost reduction from the above
should be used to make the anti-forgery
label.

Such a win-win, might integrated anti-forgery solution
quickly was adopted by the winery.
In case the anti-forgery label gives its full play, which
prevents the package from being recycled and
meanwhile reflect your real value.

Through this case, we can come up with such a
conclusion:
Anti-forgery label enterprise should make the
introspection and adjustment on the traditional
marketing concept and marketing mode.
The main propose of the anti-forgery label marketing
should be to reflect the real value of the anti-forgery.

Providing the practical integrated anti-forgery
solution is a good marketing means, we should take
the initiative to have a try and make use of it.
Should you want to embody the higher value, you
must bore the risk accordingly and also must have
the ability to bear the risk.