How is it different from a centralized database that also stores and tracks ids of their products? A lot of companies that have to deal with scammers counterfeiting their product were using these methods even before blockchain was invented. And what would stop scammers from doing the oldest trick in the book - copying the identifier of a genuine item and slapping it on their fakes?
That's the point. Blockchain can offer nothing on this matter that cannot be solved by a centralized solution. Moreover, a centralized solution will
always be more efficient, for it doesn't require to replicate the same data on thousands of nodes and run a BFT consensus procedure on every input. Besides, it can be much more flexible and customizable for any particular use case. All these companies are just hyping and that's the only reason for the usage of blockchain in such cases.