Dundee-based Zudu has launched an anti-counterfeiting management system to protect brands against fake products,  as well as control pricing and streamline distribution.

The system uses a combination of QR codes, tracking software and promotional strategy. The tracking process involves an immutable labelling system which is said to provide transparency through the supply chain.

Zudu’s approach is to adopt a multi-faceted approach by utilising digital marketing alongside its tech to increase brand presence and visibility to the consumer. In doing this it further highlights the differences between genuine and fake products.

The worldwide counterfeit goods market is estimated to be worth more than £1.3 trillion.

In particular, China is a hotspot for fake goods, with approximately 80% of all counterfeit goods produced in China. A tendency towards online shopping and a lack of strong enforced legal deterrents have exacerbated the situation considerably, at the same time counterfeit goods have become increasingly sophisticated.

James Buchan, managing director of Zudu, said: “Addressing counterfeiting is a front-of-mind issue for UK exporters and to be successful we believe they need a China-specific sales strategy, which is consistently monitored to keep ahead of prospective counterfeiters. Our system gives back control to the product manufacturer in a market where counterfeiting is rife and transparency is low.”

Brand Protection Essential to UK Exporters

One of Zudu’s clients is the Keith Brewery. Its ultra-strong Snake Venom beer has a considerable following in China, and Zudu’s technology has helped protect the integrity of the company’s brand. Andrew Chapman, the brewery’s director of sales and marketing, said: “We were aware that there are at least two, and possibly more, fake, copycat products in the market.

“Zudu has helped enormously in protecting the integrity of our brand by providing market intelligence, generating more customer demand through a cohesive digital strategy and setting up the anti-counterfeit solution.

“A digital presence in the market can prove authenticity for consumers and combat fakes.”