Print Innovation Asia Issue 3 2022
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Dealing with Asia’s rise in brand counterfeiting - How does
print keep businesses on track to success
The pandemic has changed the way we shop, purchase and sell goods. Asia’s e-commerce revenue is predicted to grow to 1.92 trillion U.S. dollars by 2024, which will account for a whopping 61.4% of the global e-commerce market then. As consumers are increasingly compelled to use online marketplaces, combined with increasingly available trade goods, an influx of new threats in relation to brand counterfeiting has emerged. The counterfeiting industry is currently estimated at 509 billion U.S. dollars and set to grow at an accelerated rate. It is thus paramount for brands to step up now to save resources and protect diminishing market share. Many organizations have been addressing these challenges publicly, pledging commitment to adapt in line with increasing threats. They are also working more closely with print service providers (PSPs), as well as technology enablers to continue improving security solutions. In tandem with digital growth, the print industry in Asia Pacific is anticipated to grow at the highest rate from now till 2026. Countries such as China, India and Japan are leading the way in
commercial and digital graphic print to support the significant growth in industrialization. As part of a collaborative effort of the print industry to stay one step ahead, digital security printing has become an instrumental tool against counterfeiting. Even the most sophisticated counterfeiters find it extremely difficult – often impossible – to replicate these features unique
to digital security printing. This also make fake goods easier to spot, helping authorities track them down to stop them from travelling any further. One of the main applications is advanced brand protection, where enterprises use secure-printing features to demonstrate the authenticity of a product. This helps to keep low-
