With the increasing frequency of information interaction, the information transmission and brand authentication of goods are under serious security threat. Fake and shoddy products have brought unbearable losses to human society in many aspects, such as health, finance, trade, and the Internet of Things. Therefore, adding anti-counterfeiting labels to the packaging of products that need to be protected has become an effective solution. So, what is an anti-counterfeiting label? What are the characteristics? What does it do? This paper will make the following specific analysis:

1. Anti-counterfeiting label

The anti-counterfeiting label refers to the identification that can be pasted, printed and transferred on the surface of the subject matter, or on the packaging of the subject matter, or on the appendages of the subject matter, such as commodity tags, business cards and anti-counterfeiting cards.

2. Features of anti-counterfeiting labels

(1) One-time anti-counterfeiting labels

Under normal circumstances, the anti-counterfeiting label can only be used once, and the anti-counterfeiting label needs to scrape off the coating or uncover the surface to obtain the anti-counterfeiting code, which is verified by scanning the code or by telephone, and the anti-counterfeiting code cannot be used again after the initial query.

(2) The timeliness of anti-counterfeiting labels

When consumers query the authenticity of products through the information on the phone or scanning the two-dimensional code on the anti-counterfeiting label, the query information will also be recorded and feedbacks to the enterprise in real time. When there is a problem, the enterprise can accurately and timely recover the problem products to avoid the proliferation of the problem products.

(3) The uniqueness of anti-counterfeiting labels

The anti-counterfeiting label can give each product a unique anti-counterfeiting code, and affixed to or printed on the outer packaging of the product, although the product can be counterfeit, but the anti-counterfeiting code is unique, helping consumers to identify counterfeit and shoddy products.

(4) The convenience of anti-counterfeiting labels

Consumers do not need to learn special identification methods, only need to check the authenticity of products anytime and anywhere by mobile phone or scanning the QR code.

(5) The management unity of anti-counterfeiting labels

It gives each product a unique number, the use of anti-counterfeiting system can be more convenient to implement unified management of products.

3. The role of anti-counterfeiting labels

A lot of information about the enterprise can be printed on the anti-counterfeiting label, and consumers can learn more product information about the enterprise through query after purchasing products with anti-counterfeiting labels, which plays the function of publicity and marketing. With the continuous upgrading and improvement of anti-counterfeiting technology, many anti-counterfeiting labels are difficult to copy, which increases the cost and difficulty of counterfeit sales, and has a significant effect on the suppression of counterfeit and shoddy goods, so as to improve the market share of enterprises, expand the number of sales, increase sales revenue, and regain the market occupied by counterfeit products. When the enterprise commissions the anti-counterfeiting company to design the label, it can add a two-dimensional code scan on the label, link to the official website or mall of the enterprise, or print the contact phone number of the enterprise. These have an excellent promotion effect on corporate brands and commodity sales, and can play a good advertising effect on improving corporate visibility.

At present, some anti-counterfeiting technologies include the functions of sales tracking and channel management, which can help enterprises to understand their products at any time and anywhere, the basic dynamics of sales at any time and any place, and the appearance of counterfeit and shoddy products. China is a big country of commodity production, but also a big consumer of brand goods, consumers according to anti-counterfeiting information to buy goods, you can completely avoid the pit, and production enterprises do not have to spend a lot of manpower and material resources to conduct market research, you can understand the dynamics of the commodity, timely grasp the pulse of the enterprise, targeted business decisions, reduce the cost of enterprise counterfeiting. Greatly reduce the waste and loss of human and material resources.