Circulation of counterfeit products is increasingly widespread, not only in conventional stores, the circulation of counterfeit products is now mushrooming in online shops, and the impact is very massive and more dangerous because trade involves consumers from various countries. This of course becomes very detrimental to all parties including producers, brands, governments and buyers. Online shop is a very effective container for rogue traders to sell counterfeit products, as far as I am aware that counterfeit products that are most widely circulated through online shops are cosmetic products, fashion products, or products that target female consumers.

Circulating counterfeit product through online shop is very difficult to monitor, so it is very important for all of us to work to solve this problem together. We are all aware that the counterfeit product industry and its circulation are almost impossible to eliminate completely, even if the threat of severe penalties does not affect them, large profits are an attraction for this industry. In addition, there are also consumers who deliberately buy counterfeit products because they are tempted by a much cheaper price. From the producers and brands, of course they are the most disadvantaged, maybe not nominally, but damage the uniqueness of their products.

Introducing SimplyBrand

SimplyBrand present intends to provide a solution to the problem of the circulation of counterfeit products that are increasingly dangerous, they will build a sophisticated platform that allows consumers and producers to avoid counterfeiting. Out there maybe many other brandprotection platforms, so what makes SimplyBrand different?

Blockchain technology has become very popular in recent years, as evidenced by the many technology and financial sectors that have started using Blockchain. Bitcoin is the first application from Blockchain, the presence of Bitcoin makes Blockchain technology more widely known. Vitalik Buterin with his idea about Ethereum able to increase the blockchain's ability to do not just create crypto currencies; but also decentralized applications and Smart Contracts can be realized including SimplyBrand which will use this innovation from Buterin.

Blockchain technology is a new way to store data or databases that are publicly distributed that cannot change, digitally recorded data packaged in blocks. All this information is stored in related data blocks as strings that are encrypted. This scheme makes it possible to ensure that all data in the blockchain cannot be corrupted and still cannot be changed in any way.

The use of Blockchain technology in SimplyBrand's efforts to eradicate the circulation of counterfeit products has become very interesting for me. The blockchain concept is indeed designed to be capable of decentralization, which means that there is no central center as an authority to distribute a transaction, but the community itself broadly. SimplyBrand will use Blockchain technology to publish information about dealers of counterfeit products. Users allow participating in providing information about counterfeit products on the platform, products marked with counterfeit labels will become
stored on the blacklist system, which will be published on the blockchain afterwards. The user will receive SBA token if the information provided is valid. In other words, we all work together to eradicate counterfeit products in circulation, hoping that consumers will know the products they have to buy and save them from the loss of buying counterfeit products.

Conclusion

As I explained above, it is very difficult to overcome the circulation of counterfeit products. The best solution might be for each of us not to buy their products even though they are cheap, we must respect the authenticity of a product. In addition, it is important for producers and brands to find the best way to communicate to consumers about product knowledge and other information regarding the authenticity of the brand through its supply chain. The presence of Simplybrand is a good thing for consumers, producers and brands.

People's behind the project

Kaufman Chang
Founder/CEO
As the founder of multiple startups, including ventures in cloud computing software, big data security software and biotech, Kaufman is well known for developing strategies to use big data and analytics solutions to help a variety of brands and businesses. Kaufman leveraged his background in cyber security and brand protection to unite blockchain and AI in his latest vision to strengthen digital commerce against counterfeiting. Previously, Kaufman held a number of key roles at Trend Micro for over 15 years where he used cloud computing to help businesses resolve digital safety issues. Kaufman graduated from the University of Chicago Booth School of Business with an MBA.

Ronnie Ng
Co-Founder/CMO
Over the course of the past 15 years, Ronnie has worked across Asia where he has founded and sold multiple start-up companies, including a media consulting company and an English language learning institute with 45 branches throughout China. In 2013, Ronnie co-founded simplyBrand, a big data intelligence company with the ultimate goal of bringing a blockchain-based solution to brand protection. Ronnie graduated from the University of Chicago Booth School of Business with an MBA.

Frank Shi
Technical Director
Frank has been engaged in data processing for more than 10 years and possesses rich experience in AI technology, cryptography and blockchain architecture. Previously, Frank worked for CIC where he built the distributed data collection system. Frank’s experience in AI, along with his vast knowledge of blockchain architecture, will be used to couple these technologies to create a disruptive new solution that will see people and brands working together to fight counterfeiting. Frank graduated from China Normal University with a BS in Software Engineering.

Aleen Zhang
Product Director
Aleen has a varied background including, product research, interaction design, SaaS application development, as well as experience in transaction data and transaction ledgers within blockchain ecosystems. Currently, Aleen is in charge of data platform and product user R&D, as well as demand mining and blockchain architecture. Aleen’s knowledge of blockchain technology has helped drive this project from a simple thought into a great reality by bringing together AI and blockchain to create the new core simplyBrand platform. Aleen graduated from Hunan University of Commerce with a BA in Advertising.

Ada Yao
Research Director
Ada has almost 20 years of experience in consumer research and business development, focusing on managing research projects, defining business development goals and building SaaS products for clients. Currently, Ada heads the planning and research department for blockchain development. Ada’s industry knowledge and experience in blockchain has driven the development of the simplyBrand blockchain model through her concise and data backed research. Ada graduated from Inner Mongolia University of Finance and Economics with a BS in Finance and Taxation.

Rita Yang
Business Development
Director Rita possesses a background in sales and business development in blockchain, having served in positions around Asia. She is now working to develop long term client relationships, manage accounts and analyze data for existing clients, including AI output data. Rita’s understanding of the scope of blockchain in the Asia-Pacific region has helped to define clear goals for simplyBrand to ensure that this project results in tangible solutions for brand protection strategies. Rita graduated from Donghwa University with a BS in Information Management.

Hsin-Chi Tsao
Design Director
Hsin-Chi is an award-winning graphic artist and commercial designer that received a Bronze at the Cannes Advertising Festival in 2015 and the IF Concept Award in Package Design in 2013, among others. Her expertise in design and artistry has won her a number of global clients, including New Balance, Ford, HSBC and Ant Financial. Hsin-Chi uses her expertise and vast experience to produce evocative and high-quality imagery to fully define simplyBrand’s visual identity. Hsin-Chi graduated from National Taiwan University with a Master’s in Commercial Design.

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