the new anti-counterfeiting label of "longmao" is easy to identify and remember, bringing a new experience to consumers
2024-08-29
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for a bottle of moutai, the outside world often focuses on the quality of the wine and the design of the bottle. in fact, in addition to incorporating cultural and brand-related design elements, the bottle also hides a lot of anti-counterfeiting details. recently, according to the official wechat account of kweichow moutai, kweichow moutai (year of the dragon) (hereinafter referred to as "dragon moutai") with a new anti-counterfeiting label has been gradually put on the market and will be fully launched on september 15. the new generation of moutai anti-counterfeiting labels are "easy to identify, difficult to imitate, and anti-tear-off", which brings great convenience to consumers.
anti-counterfeiting technology engraved in the details
moutai's new anti-counterfeiting route is reflected in the design concept of the new anti-counterfeiting label of "dragon moutai". first, the anti-counterfeiting technology is easy to identify in terms of appearance and touch, and consumers can quickly filter out related counterfeit products; secondly, the product's difficulty in counterfeiting and anti-lifting prevents criminals from counterfeiting or transferring genuine labels to other wine bottles to confuse consumers, providing consumers with double protection for identifying authenticity through anti-counterfeiting labels.
in terms of specific details, it can be divided into several steps. in terms of touch, touching "guizhou moutai", "kweichow moutai" and the seven repeated "moutai" words at the bottom of the label can feel obvious concave and convex touch, thanks to the engraved gravure special printing and gravure microtext technology used in the new anti-counterfeiting label text.
from a visual perspective, under natural light, if you carefully observe the kweichow moutai logo printed with colored fluorescent ink, you can see that its red and blue colors are the same as the pattern printed with ordinary ink.
if tools are used to assist, the logo will show bright red and blue fluorescence under ultraviolet light. in addition, the background of the new anti-counterfeiting label is a maotai feitian decorative pattern printed with multi-color fluorescent technology, which also shows bright colorful fluorescent effects.
"anti-counterfeiting labels are an important part of the moutai identification process. the new anti-counterfeiting labels, like the previous versions, have texture changes under ultraviolet light. although there are more hidden marks than the old version, they are easier to identify because they are concentrated on the parts with moutai characteristics such as text and patterns." a moutai fan who has collected moutai for more than ten years said: "this makes it easier for us to connect the entire identification, and we won't be confused because there are too many key points."
from the continuous improvement of anti-counterfeiting labels, we can see that moutai's anti-counterfeiting identification technology is closer to consumers. ordinary people can also identify anti-counterfeiting labels through their five senses, which greatly reduces the threshold for identification and is conducive to the dissemination and practice of identification skills in the moutai market. however, to achieve convenient and fast identification, the technical requirements behind it are higher. it is understood that the new "longmao" anti-counterfeiting label uses 5 types of anti-counterfeiting technologies, including "anti-lifting" materials, engraving gravure technology, colored fluorescent ink, offset anti-counterfeiting pattern, and fantasy color fluorescent technology. finally, multiple safeguards are established to effectively prevent counterfeiting.
it is reported that according to the company's production plan, the new anti-counterfeiting label will gradually be used to replace the old anti-counterfeiting label. at the same time, this anti-counterfeiting label will also appear on a number of products, including aged kweichow moutai (15) (30) (50) (80), kweichow moutai (treasure), 375ml×2 kweichow moutai (year of the dragon), kweichow moutai (sanhua feitian), kweichow moutai (xunfeng) spring, summer, autumn and winter series, kweichow moutai (wedding banquet red) and other products to fully protect the rights and interests of consumers.
"longmao" uses new anti-counterfeiting technology to strengthen the "moat" of moutai market rights protection
public data shows that moutai has spent nearly 400 million yuan on anti-counterfeiting applications and market protection. it has also set up a full-time protection team to be stationed in various places to carry out market protection work, and established a big data protection center and business app.
in september 2023, new anti-counterfeiting technology was adopted in the packaging upgrade of moutai 1935. one month later, the new anti-counterfeiting system of kweichow moutai was officially launched. now, the new anti-counterfeiting label of longmao has been launched. the industry believes that moutai is orderly promoting the anti-counterfeiting technology update of various products, which will have a significant and positive impact on moutai’s market rights protection.
first, from a technical perspective, the application of new anti-counterfeiting technology has greatly enhanced the anti-counterfeiting ability of products, including the combination of anti-lifting, engraving, fluorescent ink and other technical means, making it difficult to imitate counterfeit products and effectively curbing counterfeiting and shoddy behavior in the market. this technological upgrade provides strong technical support for moutai's market rights protection, making the rights protection work more efficient and accurate.
secondly, from the market perspective, the use of the new anti-counterfeiting technology of "longmao" has further enhanced consumers' trust in the moutai brand. consumers can more easily identify the authenticity when purchasing, thus avoiding the purchase of counterfeit products and protecting the legitimate rights and interests of consumers. the improvement of trust will not only help moutai strengthen its stickiness with consumers, but also help maintain its brand reputation.
"when customers come to buy wine, they often ask for some simple identification tips. not only do they look at these tips when they buy wine themselves, they also tell many people around them who drink wine." a staff member of a moutai wine distributor in shenzhen said: "the new anti-counterfeiting labels are easy to identify and remember. on the one hand, they can help spread identification knowledge. on the other hand, customers feel novel and happy after learning how to identify themselves, which can gain emotional value."
third, from the perspective of the rights protection mechanism, the use of the new anti-counterfeiting technology of "longmao" has promoted the further improvement of moutai's market rights protection mechanism. moutai can use technical means to more quickly discover and deal with counterfeit products and improve the efficiency of rights protection. at the same time, this also provides moutai with more means of rights protection, making the rights protection work more comprehensive and in-depth.
with the launch of new anti-counterfeiting technology for "longmao", moutai's market rights protection mechanism will be further consolidated, deepening the "moat" of rights protection, which is of great significance for maintaining moutai's brand image, protecting consumer rights and interests, and promoting the healthy development of the market.
