The phenomenon of alcohol fraud is not uncommon in China. However, if there are good sales of alcoholic products, there will be some fake wines sold in various forms soon. Due to the lack of effective ways for consumers to distinguish, their interests are easily hurt. Wine companies will face a major crisis of customer loyalty. In order to curb the spread of fake wine, many wine-making enterprises have adopted a variety of anti-counterfeiting methods, and in the favorable situation brought by the Internet era, the use of big data analysis to evaluate the sales of alcohol, to achieve anti-counterfeiting, anti-counterfeiting At the same time, the goods won market share.
Alcohol anti-counterfeiting traceability application
Nowadays, the way to achieve anti-counterfeiting by verifying product manufacturer information in the wine market has far been unable to meet the market demand. The modern market urgently needs to be able to simultaneously realize anti-counterfeiting functions and monitor the processing, production, storage, logistics and other information of alcohol raw materials. An effective way, this is also the main trend in the development of anti-counterfeiting technology in recent years. This method can be simply called “anti-counterfeiting traceabilityâ€, which has three digital security forms that cannot be ignored: RFID, NFC and two-dimensional code.
RFID
RFID, or radio frequency identification, is a communication technology that uses radio signals to identify specific targets and read and write related data without the need to identify mechanical or optical contact between the system and a particular target.
In the alcohol market, the earliest application of RFID anti-counterfeiting labels was Guizhou Moutai. On December 1, 2012, the Ministry of Commerce announced No. 58 ("Approving the "Commercial Franchise Management Regulations Retail Industry" and other 48 domestic trade industry standards announcements. ") Promulgated and implemented. Kweichow Moutai is the first white wine production enterprise in the country to build a wine electronic traceability system according to industry standards. A total of 127 million yuan was invested in the construction of RFID anti-counterfeiting traceability system.
2.NFC
NFC, the near field communication technology, was evolved from the integration of RFID and interoperability technologies and was jointly developed by Philips and Sony. NFC is a contactless identification and interconnection technology that enables close-range wireless communication between mobile devices, consumer electronics, PC-side and intelligent control tools. NFC provides a simple, touch-enabled solution that allows consumers to easily and intuitively exchange information, access content and enjoy services. But looking at China's wine market, the current application of NFC anti-counterfeiting is still unclear, mainly with the following bottlenecks.
(1) NFC security labels are expensive to manufacture. (2) Some NFC security labels can be completely disassembled, and bad merchants may use the disassembled labels for fraud. (3) Although the cost of “cloning†of a single NFC security label is not low, the benefits obtained from the fake wine can completely “pay†for the cost, and the more “clone†the more, the lower the production cost of the NFC security label. . (4) Many wine-making companies may not have established anti-counterfeiting systems or use other systems before. The use of NFC anti-counterfeiting technology requires the transformation of old systems, which will increase their operating costs. (5) Many NFC anti-counterfeiting applications need to install APP, need traffic download, and the usage rate is not too high, many consumers will have certain resistance.
3. QR code
The above two anti-counterfeiting methods are based on the cost and the maturity of the entire market, and it will take time to reach. For small and medium-sized wine companies, the above methods are not suitable at this stage. In comparison, the advantages of the QR code are highlighted. The QR code can be used to identify the authenticity through WeChat, and it can establish an effective communication channel, so it has been recognized by more and more consumers.
The application of two-dimensional code in the wine packaging can ensure the coexistence of anti-counterfeiting and traceability functions. Information storage, process control, information encryption, verification and reading information are all realized by two-dimensional code, which satisfies the anti-counterfeiting traceability of products by enterprises and consumers. Appeal.
Case Analysis of QR Code Anti-forgery Traceability
Online assignment requires the input of hardware equipment, and the entire production management method will also change. At present, the overall informationization level of the market is not high enough, and the quality of personnel is also a major factor. Therefore, the alcohol market generally adopts a form of several standards to achieve anti-counterfeiting. Traceability, the product and the box code are associated beforehand, and then manual labeling. For example, the QR code anti-counterfeiting traceability label case designed by our company for “Shanghai Affairs†wine.
1. Anti-counterfeiting
(1) applied to the bottle. Drawing on the imaging principle of printing, the image is composed of dots. The two-dimensional code itself is composed of black and white squares, which has the effect of approximating dots. If the appearance of the two-dimensional code can present digital or simple pattern effects, it can exert more marketing effects. For example, the collection of the two-dimensional code appearance on the bottle label "Shanghai 1008", the collection of 4 bottles can be redeemed, this way to combine the two-dimensional code anti-counterfeiting and merchandising marketing. The merchant also launched a rush to bottle event, using digital color QR code not only to achieve the purpose of the event, but also close to the concept of activity.
(2) Apply to the bottle cap. The combination of physical anti-counterfeiting and digital anti-counterfeiting is used to cover part of the two-dimensional code with scratching silver. Only the purchaser can scrape and scan, and participate in the marketing activities such as grabbing red packets.
The WeChat public number QR code and the product security code are combined into one. For the first time, the code is concerned with the public number, and the “scan code verification†in the public number is used to verify the authenticity of the wine. All QR codes can only be queried once. If a second comparison occurs, the system will send an alarm message and push the information used by the product.
2. Traceability
The wine packaging box uses 48 color two-dimensional codes corresponding to one-dimensional code box label, and the merchant can use the Hui Mou 315 anti-counterfeiting trace source cloud platform to carry out the liquor storage operation. The merchant has its own login account, which can be queried in the anti-counterfeiting code query area of ​​the platform to effectively prevent the occurrence of dumping, and can provide anti-counterfeiting anti-counterfeiting reports to provide a basis for investment decisions.
How to do big data analysis
In 2015, Tencent announced the statistics of the influence of the WeChat public platform. Nearly 80% of users will take the initiative to pay attention to the WeChat public number. The WeChat public number of enterprises and media is the main target, with a proportion of 73.4%. Of the companies and institutions that have opened the WeChat public account, 53% have invested in operating the WeChat public platform or developing advanced features.
The WeChat public number and the anti-counterfeiting two-dimensional code are combined into one, and then combined with the Hui Mou color code, through the anti-counterfeiting source cloud platform, the merchants log in with their own account, and dock with their own WeChat public number, you can see the statistics in the background. Information, you can understand where the user is, what he likes, how to consume, and whether he is faithful.
Ordinary consumers scan the WeChat public account through WeChat, and then adjust the "scan code verification" in the WeChat public account to compare with the WeChat background, and can receive the authenticity information and traceability information of the product. The code realizes anti-counterfeiting and traceability, and also makes the scanner become a corporate fan. The enterprise collects user trajectory, activity data, product data, user geographic location, sales channel and other information, and analyzes the big data model to develop and produce products for the enterprise. Data support is provided in sales, after-sales, etc., and visual reports are provided to facilitate decision-makers' review.
The best entry point for big data is to do big data marketing, with a wide coverage of WeChat. Compared with APP, no additional investment is required, and no separate software is needed. It is convenient and low-cost. It is a communication tool for enterprises to establish connections with users. More suitable for the development and application of small and medium-sized wine companies.
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