The road to anti-counterfeiting of small and medium-sized liquor enterprises in the Internet age

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

At present, there are many anti-counterfeiting technologies for alcohol applications, such as paper watermarking technology, ink technology, barcode technology, laser holographic pattern anti-counterfeiting technology and telephone code technology. However, practice has proved that most anti-counterfeiting technologies have shortcomings, namely, easy to copy, difficult to identify, and poor traceability. Among them, the telephone code technology has a low connection rate, complicated operation, limited anti-counterfeiting effect, and no feedback loop is formed. For this reason, it has brought opportunities for counterfeiters.

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 traceability”, which has three digital anti-counterfeiting 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.

The special feature of the RFID anti-counterfeit label is that it can be free of battery and free from swiping, so it is not afraid of dirt, and the chip password is unique, cannot be copied, has high security and long life. When RFID anti-counterfeiting technology is applied to warehouse logistics management, it has a more obvious effect on improving warehouse turnover rate, reducing working capital occupation and improving production efficiency than barcode technology. Therefore, RFID anti-counterfeiting labels are powerful tools for traceability tracking in alcohol logistics.

Although the cost of RFID anti-counterfeit labels has declined rapidly in recent years, its application in alcoholic products is still not popular, because of the overall cost of RFID chips and including readers, electronic tags, middleware, and system maintenance. In addition to the “wine giants” such as Guizhou Maotai, the general liquor brands are still “looking at the ocean”. In addition, for consumers, the application of RFID anti-counterfeit labels is not very convenient, it is impossible for merchants to equip everyone with a special scanning instrument to identify the authenticity.

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.

According to the "2013-2017 China Mobile QR Code Market Analysis and Investment Prospect Research Report", the survey on the anti-counterfeiting traceability of QR codes shows that the QR code anti-counterfeiting verification is popular, simple and convenient, without any consumer commitment. The cost increases the anti-counterfeiting verification rate. The traceability function of the QR code enables consumers to be more assured of the product, and has a deeper understanding, which is conducive to enhancing consumers' trust in the brand.

KN95 Face Mask

Breathable N95 Mask,Reusable Face Mask N95,N95 Medical Mask,N95 Face Mask Reusable

ShenZhen Bri-Cloud Industrial Co.,Ltd , https://www.sobeautyhealth.com