This time of year, I’m sure you’re reflecting on the business you won in 2017 and planning ahead to meet the challenges of keeping, or increasing, those wins in 2018. Few obstacles to business growth in our industry are more imposing than price pressure. Around every corner there’s a competitor waiting to sell something cheaper.
How many times has your client asked you to source something with the description “just as good as” some brand name product or another, with of course the inferred “only cheaper” qualifier? In our industry there is no shortage of suppliers that are marketing “just as good as,” and sometimes that’s exactly what they deliver. Some factories in Asia even make the name brand product by day, and the knockoffs by night. In that case, it’s literally true that the product is just as good as the name brand, because it’s the SAME as the name brand. Alibaba founder Jack Ma has gone so far as to say the fakes are better than the originals, and he should know.
But when it comes to electronics, and especially phone chargers, that’s rarely the case. Ninety-eight per cent of fake iPhone chargers put consumers at risk of lethal electric shock and fire, according to a new study done by Electrical Safety First. That study, done in conjunction with Apple, found 49 out of 50 chargers purchased in the UK failed safety tests. The chargers were sourced from a variety of online marketplaces and independent discount stores across the UK. The chargers were then subjected to independent mechanical and safety tests, which found:
- All but one failed one or more of the tests
- More than 1 in 3 chargers failed every part of the safety screening
- Almost half (23) failed an electric strength test, posing a severe risk of electric shock
- Internal examination also revealed almost half failed basic safety requirements and contained sub-standard internal components or inadequate spacing
"When you buy a fake, at best you could damage your phone, but at worst you could be putting your life, your family and your home at risk” according to Martyn Allen, Technical Director at Electrical Safety First and author of the report.
You may already know the common ways to spot a fake, but they’re worth repeating. The devil (and the evidence) is always in the details. Here’s what to look for:
- Check for safety markings on the plug – Look for the CE mark or spelling errors as these are the easiest way to spot a fake, even though counterfeit products are becoming more sophisticated.
- Check the finish of the device – The finish on a genuine charger is high quality, matte and uniform. On counterfeit chargers, the finish is usually glossy or shiny with imperfections.
- Check the positioning of the USB port – The USB port on a counterfeit charger might be upside down, or in a different place. A genuine charger will also have a serial number at the back of the USB port.
- Check the manufacturing of the pins – This is important because fakes are metal-coated hollow plastic, rather than the solid metal used in genuine products. To check the manufacturing of the pins, flick the largest pin and listen to the noise it makes. A genuine plug will sound and feel solid, while counterfeit products will make a ‘plastic’ noise and feel hollow.
- Finally, check the weight – The weight of the charging device is a dead giveaway. Since counterfeit chargers contain few of the higher quality components required for safety, they are usually significantly lighter than genuine chargers.
Your clients’ safety should always be more important than your ability to deliver a better price, even when you know there are many competitors who can’t resist the siren song of fake products. Buy a counterfeit for yourself, and keep it ready for the next time you’re asked to source something “just as good” as the real thing. Show your client the difference between the two and, more importantly, discuss the very real risks of using counterfeit products. Chances are good they genuinely don’t know. Talking the talk about product safety is one thing, walking the walk is entirely another. This is a great way to do just that. And keep your clients’ and the users of the products you source for them, safe.
Jeff Jacobs has been an expert in building brands and brand stewardship for 40 years, working in commercial television, Hollywood film and home video, publishing, and promotional brand merchandise. He’s a staunch advocate of consumer product safety and has a deep passion and belief regarding the issues surrounding compliance and corporate social responsibility. He retired as executive director of Quality Certification Alliance, the only non-profit dedicated to helping suppliers provide safe and compliant promotional products. Before that, he was director of brand merchandise for Michelin. You can find him still advising Global 500 Brands on promo product initiatives, working as a volunteer Guardian ad Litem, traveling the world with his lovely wife, or enjoying a cigar at his favorite local cigar shop. Follow Jeff on Twitter, or reach out to him at jacobs.jeffreyp@gmail.com.