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Initiative to beat fake goods

Zudu devises solution to help tackle counterfeiters

James Buchan and Andrew Chapman

Fake fighters: James Buchan and Andrew Chapman


Zudu, a Scotland and China-based marketing agency, has launched an anti-counterfeit solution aimed at tackling a $1.7 trillion global issue for brand owners.

It is estimated that 80% of all counterfeit goods are produced in China and the growth of online sales has added to the problem. Production of counterfeit goods has become increasingly sophisticated and punishment is rarely severe. 

Dundee-based Zudu has launched is using tracking software to protect brands against fake products, control pricing and streamline distribution. A labelling system provides transparency through the supply chain process. At the purchase level customers can also confirm the authenticity of the product by phone, text message, via WeChat or a website query.

James Buchan, MD 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.” 

One of Zudu’s clients, Keith Brewery, became a victim of counterfeiters after its Snake Venom beer won a substantial following in China.

Andrew Chapman, director of sales and marketing at Keith Brewery, said: “We were aware that there at least two, and possibly more, fake, copycat products in the market. 

“A digital presence in the market can prove authenticity for consumers and can also combat fakes, and anti-counterfeit systems increase consumer confidence, improve sales and establish supply chain transparency.

M Buchan added: “Luxury brands can also be proactive in this regard, by being ever vigilant and ready to tip off the authorities and e-commerce businesses when they suspect counterfeiting.”


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