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Shimano steps up efforts to beat counterfeiters

Hard-to-copy packaging design and unique QR codes among measures being taken to beat the fakers

Shimano is stepping up its efforts to beat criminals who make counterfeit copies of its products – currently in high demand due to a global shortage of bike parts.

The Japanese company says it will work with law enforcement agencies investigating fake goods, as well as taking civil action against those making and supplying knock-off products.

It is also redesigning its packaging, starting with pedals and cleats, to incorporate design features that are difficult to replicate, as well as enabling customers to use a QR code, accessible through an app, to ensure that items are genuine.

Initially, such packaging will be rolled out in China and Japan, but Shimano says it plans to eventually expand it to other territories and product lines.

In order to view the code, which carries a unique ID number, purchasers of Shimano products will have to open an external seal on the packaging.

The codes have a time limit on them, and will also cease to work once they have been read three times, Shimano says.

In a statement, the company said: “In recent years, we have confirmed that counterfeit goods of Shimano Group products and repair parts have been circulating around the world.

“As counterfeit goods not only cause quality problems (such as accidents and injuries) for the general customers, but also lead to detriments for our customers and business partners, we will take a firm stance to eliminate counterfeit goods.”

As part of its campaign against counterfeit goods, Shimano also plans to work alongside customs authorities in their investigations, to ask online retailers to remove fake goods, and to warn shoppers and retailers about such products.

Back in 2018, the trade website Bikebiz ran a series of articles about the impact of counterfeit goods within the global cycling industry.

> From Faukleys to Chinarellos - BikeBiz uncovers bike counterfeiting market

While some purchasers may be lured into buying fake products by the thought they may be getting branded goods at a discount, fake products will not be made to the same safety standards as the genuine ones - and by buying them, the purchaser may also be helping fund criminal activities spanning drug-pushing to human trafficking.

Simon joined road.cc as news editor in 2009 and is now the site’s community editor, acting as a link between the team producing the content and our readers. A law and languages graduate, published translator and former retail analyst, he has reported on issues as diverse as cycling-related court cases, anti-doping investigations, the latest developments in the bike industry and the sport’s biggest races. Now back in London full-time after 15 years living in Oxford and Cambridge, he loves cycling along the Thames but misses having his former riding buddy, Elodie the miniature schnauzer, in the basket in front of him.

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23 comments

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timtak | 3 years ago
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I got some SPD-SL pedals from aliexpress
They were identical to Shimano other than the axle. I could not clip put of them. My guess is that they were pedal parts that had failed Shimano QA, that were bought as "scrap" and then equipped with axles.

I love Shimano products but they seem to be a bit into planned obsolescence, which is not cool.

E.G contra Sidi, Shimano cycling shoe heels can't be replaced. Shimano pedals and BB do not allow bearing changing. And SPD-SL cleats are a rip-off.

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Rik Mayals unde... | 3 years ago
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A very well known large cycle shop used to buy all its Shimano stuff via the grey import market, only buying a small amount from Shimano so they could be a dealer. All their stuff, top end Dura Ace stuff came in plastic bags stapled at the top. I know you chuck the boxes away but it looked very cheap and nasty. They were sold out and the new owner stopped doing it and buys everything via Shimano now.

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Secret_squirrel replied to Rik Mayals underpants | 3 years ago
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Grey or Black? Grey is usually used to describe getting around identical products being wholesaled for vastly different prices depending on where you are in the world..  eg transhipping Jeans from Asia to the UK.

Manufacturers would love for it to be illegal.  Unfortunately for them in most places it's not.

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iandusud replied to Rik Mayals underpants | 3 years ago
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The bagged rather than boxed Shimano parts are sold in bulk for OEM (original equipment market), i.e. for building bikes. They do however make into the retail market and are cheaper to buy. When I was in the bike trade they were only available to the retail trade via grey impoters, which represented nothing ilegal or dodgy. That is not to say that counterfeit Shimano parts might not come supplied in a bag but if we're talking about a large known cycle shop I would guess it's OEM parts.

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PRSboy | 3 years ago
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I was looking back at some old wiggle orders the other day... I bought a new set of Ultegra pedals in 2016 for £64.  £124 now.  Surprising how inflation creeps up...

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Jules59 replied to PRSboy | 3 years ago
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Wow - that seems a lot more than UK inflation - 100% in 5 years

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Chougher | 3 years ago
4 likes

Isn't Shimano, like, a massive monoply? "Monopolistic company tries to monopolise harder" isn't a great headline, but it would have been more accurate. 

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taberesc replied to Chougher | 3 years ago
10 likes

This is, like, a highly uninformed comment. 

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Smoggy Steve replied to Chougher | 3 years ago
5 likes

Being the largest market share company isn't monopolistic. There are plenty of other brands that build competing products to almost everything they sell in the bike industry.

Pedals in the story - try Look, Speedplay(Wahoo) , Time. Plus many others
Groupsets, campagnolo, Sram
Wheels - well enough said...

You obviously fail to grasp what monopolistic means. Every market has a leading competitor. Shimano may be the largest but there is healthy competition in many areas

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Sniffer replied to Smoggy Steve | 3 years ago
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Shimano are not a monopoly,. 

There is good competition at the individual component level.  The market may be distorted on new complete bikes at certain price points though.

There could be similarities between computer software and PC sales with complete bike sales and Shimano components.

I don't think it is has a major impact on the consumer though.

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Smoggy Steve replied to Sniffer | 3 years ago
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Why you telling me?

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Sniffer replied to Smoggy Steve | 3 years ago
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I was just replying to the thread.  No it was not aimed at you.

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fwhite181 replied to Sniffer | 3 years ago
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While I entirely agree that they're not a monopoly, Shimano have been doing a lot to hurt that component-level competition. They introduced (and patented) 4-bolt chainrings. Then the last round of crank sets have slightly different shaping to the decorative front of the chainring, so that older ones don't quite fit (they're usable but don't line up and leave sticking out bits that risk catching ankle bones/shoes). Much of the 'product development' in Shimano's line up seems to have more to do with inhibiting third-party supply than it does to do with actually improving the user experience. 

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Drinfinity replied to fwhite181 | 3 years ago
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Electronic shifting has good potential here - you can lock the device in with software so it will only work with the original elements. Maybe they sell the parts cheap, and hook you in to a subscription service ( l'm going to call it 'Premium Enhanced Metrics Analysis'), then your bike gets stuck in top gear if you don't pay the PEMA fee. 

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hmas1974 replied to Chougher | 3 years ago
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Only it wouldn't have been accurate.

If Shimano had gone after companies legitimately selling 11 speed chains, etc... that would be monopolistic.

However, explain what is in anyway legitimate about making copies of Shimano products and trying to pass them off as genuine?

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open_roads | 3 years ago
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Serialisation (unique id codes on every item) is definitely the way to go to protect manufacturers and consumers alike. The Pharma industry have been investing heavily in the same technologies for some years now.

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fwhite181 replied to open_roads | 3 years ago
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It will also allow Shimano to track parallel export/imports from countries where prices are lower and more successfully take blocking actions against companies trading in grey goods (i.e. those that were legitimately sold in country A) but would be infringing trade mark/patent rights in country B)). This will mostly help Shimano fix different prices in different regions at the expense of the customer. 

It feels as though Shimano partly have themselves to blame for the fact that their cheapest pedals are £80... Look's most basic Keo pedals are half that price (and I've stuck 20,000km on a pair, so they don't wear out quickly either). 

I fundamentally agree with a company's right to prevent counterfeiting, but part of the problem is a total lack of supply. It would also help if they stopped 'updating' things mostly for the purpose of killing of the 3rd party component suppliers (4-bolt chain rings, I'm looking at you ).  

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Drinfinity replied to fwhite181 | 3 years ago
1 like

Exactly this. An FMCG company tagged its returnable containers to discover which of its retailers were selling on to other smaller operators who were getting a lower discount, and was then able to crack down on the dodgy outlets.

The  barcode scan to help the consumer spot a genuine item valuable as a way for Shimano to get big data on where its products really end up. Even better, the customer is motivated to feed this info back themselves, directly to Shimano HQ. Genius!

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Drinfinity replied to open_roads | 3 years ago
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Pharma is serialising because the national regulators require it as one way of reducing counterfeits. It is a hugely complex (expensive) process which requires global cooperation between regulators and the industry, through manufacturing and distribution. Although bike parts are expensive, they probably couldn't stand a full serialised, aggregated cost. 

Potentially you could include a barcode on a component that could be looked up on a Shimano server, but then you could simply clone the number. 

On the other hand, there are covert and overt methods that could be applied on packaging and the part that could make fakes easier to identify. 
 

Unique RFID tags on the item are in use by Decathlon: potentially you could blockchain every transaction of each item, but it's really hard to make it work on a huge global scale.

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Vl_Po | 3 years ago
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On the one hand - the right words. And I myself agree that it is necessary to fight against counterfeit goods.

But why in this way?

Why not make it easier for consumers to access original products? Why introduce geoblocking and create additional difficulties for consumers of their products? Why organize in any country the sale of products only through their representatives, but do not give these representatives any assortment other than fishing gear? "Pirates" see this and play on the feelings of people who are simply tired of trying to come to the store and buy what they need, and not be in a state of permanent "hunting" for goods.

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kil0ran | 3 years ago
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I wonder if this is the first step in restricting the sale of used parts too. eBay and other marketplaces can be pretty hot on counterfeit goods and as these codes are time limited there's potential for perfectly legitimate secondhand listings to fall foul of this approach. I get why Shimano need to do it, but good luck trying to get it past EU legislators - which may be why the packaging is launching in China and Japan first.

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Rik Mayals unde... replied to Lance ꜱtrongarm | 3 years ago
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It's why I rarely buy on eBay, I am very savvy but I have been caught out and bought 2 counterfeit items. To be fair, I sent both items (photographic equipment) to the genuine manufacturer for them to double check and they confirmed they were counterfeit. They did say that they were the best fakes they had ever seen. And, kudos to them, they sent me new genuine items as a thank you for sending them for their team to examine. I was told once by a detective that around 70% of items on eBay are either fake or stolen.

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brooksby replied to kil0ran | 3 years ago
1 like

Don't worry - the Glorious United Kingdom is totally sovereign now, so it won't affect us...  

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