Anyone who can fake it can fake it. If it is the attitude of the brand to fight against fakes at all costs, then using the "dimensionality reduction" method to deal a fatal blow to fakes shows the strength of the brand.
In fact, the crackdown on counterfeiting in the industry has never stopped. RELX vape issued a consumer warning, and was warned not to buy general pods, carved tobacco sticks, and discounted products from WeChat merchants; at the end of 2019, the Shanghai court made a criminal judgment of first instance for the crime of selling counterfeit registered trademark products. Defendant Shen Moumou committed the crime of selling counterfeit registered trademark goods, and was sentenced to one year and six months in prison in the first instance; last year, the American vape brand Juul won a decree from the International Trade Commission (ITC), which will prevent companies suspected of imitating Juulvape Four Competitors' Products Enter U.S. Sales...
That is to say, regular vape brands at home and abroad have been working hard to crack down on fake pods and other counterfeit products. But correspondingly, after so long, the problem still cannot be cured. Why? Because fakes have to be "downgraded," there's no wiggle room for fakes.
As far as the distribution of counterfeit pods is concerned, the dimension reduction attack must aim at the following two points: one is to increase the technical content of pods and become the real core technology, so that counterfeiters cannot cross the moat; second, to reduce the price of real pods, Even cheaper than fake pods, there is no profit margin for counterfeiters.
Saying no to fakes is to find a way out for the long-term healthy development of the industry. Now the first battle is imminent, and only by winning this battle can the vape industry officially fight back.
The problem of counterfeit products has hurt brands and users, but there is still a product between fakes and genuine products, that is, wild-card pods. Wild-card pods may be vape factory or e-liquid factory. Product advantages are self-created through a sound industrial chain. These wild cards are not necessarily for certain brands. They are more likely to be some OEM e-liquid or OEM vape factories, which directly OEM this type of products for certain brands, because There is no brand issue involved, and the price is much cheaper than the genuine ones, so wild pods are currently more popular among users.
Compared with wildcards, wildcards are less annoying to users, but brands still hate this type of product, and will basically classify such products as fakes and treat them as fakes.
The problem of counterfeit pods has always plagued brands, not because they don’t want to solve it, but because it is difficult to solve. At present, for anti-counterfeiting products, the brand side has two strategic priorities: technology and market. At the technical level, raise technical barriers; at the market level, establish formal channels, only earn what you should earn, and reduce the profit margins of counterfeit goods.
The first is technical dimensionality reduction. Realize chip encryption: the blessing of anti-counterfeiting technology, to create the industry's first anti-counterfeiting electronic atomizer with technical barriers for invention patent protection. Technical concept In short, it has two contacts, full dynamic real-time password, which can effectively solve the problem of anti-counterfeiting from the product side and remove fake products. The chip lasted one and a half years, invested more than 20 million in R&D, and was used in new products for the first time. Both cigarette packs and cigarette rods can be authenticated by code. If you insert an unmatched official cigarette case into the cigarette rod, it will not work.
The second is market dimensionality reduction. All products purchased through official certification channels are official authentic products. On this basis, JVE has further introduced the policy that "the price of official genuine products is always one yuan cheaper than imitation fakes". The strong supply chain advantage leaves enough space to fully support end-user subsidies in the market, so that good products can reach end consumers at all costs, and the price is even lower than that of fake products, and the market lethality is immediate.
For the entire industry, the anti-counterfeiting campaign based on real pain points has also started. In fact, the entire industry has also got some hints from the anti-counterfeiting strategy: it is not difficult to crack down on fakes from the underlying logic. The key is whether everyone is deeply aware of the importance of cracking down on counterfeiting for the future of the industry.
The real effect is easy to see. Only "technology" + "market" is needed to make fakes lose their living space at the root. In terms of the future development direction of the industry, this kind of action is more instructive: a new industry that stands on the cusp of the storm and has a complex environment needs to lock in the overall pain points of the industry in advance for layout.
The situation in 2022 will still be foggy for most industries. Especially at such a moment, it is necessary for the entire vape industry to have both attitude and action, to push the industry away from the cloud and move towards a more responsible, healthy and standardized development path.
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