In recent years, the market size of the liquor industry has continued to expand, but at the same time, counterfeit and inferior liquor has been rampant. Counterfeiters are becoming more and more sophisticated, from rough imitation to fine reproduction, making it difficult for consumers to guard against them. Traditional anti-counterfeiting methods, such as laser anti-counterfeiting labels and telephone code anti-counterfeiting, have gradually exposed their defects in the face of increasingly rampant counterfeiting.
Laser anti-counterfeiting labels are easy to copy, and counterfeiters can produce counterfeit labels that are almost indistinguishable from the real thing through high-precision scanning and printing equipment; although telephone code anti-counterfeiting has increased the difficulty of counterfeiting to a certain extent, there are problems such as inconvenient query methods and some consumers are unwilling to query because of the trouble. In addition, criminals can circumvent inquiries by recycling real packaging and refilling fake liquor. These problems not only increase the risk of consumers buying counterfeit liquor, but also make liquor companies face huge economic losses and damage to their brand image.
In order to effectively combat this phenomenon, many liquor companies have explored reliable anti-counterfeiting technologies. Gujing Gongjiu, one of the eight famous old Chinese liquors, has also taken an important step by choosing RFID anti-counterfeiting technology to build a strong defense line for its own brand protection and consumer rights protection. Recently, Gujing Gongjiu announced that it has launched its first smart warehousing and distribution project for liquor in Hefei through cooperation with Cainiao Supply Chain. The project continues to use Cainiao Supply Chain's liquor industry logistics solutions, and uses RFID and other technologies to achieve anti-counterfeiting and anti-mixing of high-end liquor.
Why Gujing Gongjiu Introduces RFID Anti-Counterfeiting
Gujing Gongjiu can combat counterfeit and shoddy products, improve anti-counterfeiting capabilities, optimize consumer experience, and enhance brand image and market competitiveness by introducing RFID anti-counterfeiting. This move will not only help maintain Gujing Gongjiu's brand reputation and market position, but will also bring consumers safer and more reliable purchasing guarantees. Specifically, RFID will play a role in the following aspects:
Powerful anti-counterfeiting performance: RFID anti-counterfeiting technology is based on the principle of wireless radio frequency identification. Each RFID tag has a unique code, and the code is difficult to copy and tamper with. Compared with traditional anti-counterfeiting technology, it has higher security and reliability. Applying RFID tags to Gujing Gongjiu makes it difficult for counterfeiters to forge through conventional means, which fundamentally improves the anti-counterfeiting ability of the product.
Accurate product traceability: For companies like Gujing Gongjiu that focus on quality and brand inheritance, product traceability is crucial. RFID technology can realize the recording and tracking of information on the entire process of products from production, warehousing, logistics to sales terminals. Once quality problems or counterfeit products occur, companies can quickly lock the problem links through RFID tags, trace the source of the products, and take timely measures to reduce negative impacts.
Improve consumer experience: In the context of consumption upgrading, consumers have higher and higher requirements for shopping experience. Gujing Gongjiu introduced RFID anti-counterfeiting technology to provide consumers with a convenient and efficient way to identify authenticity. Consumers only need to use mobile phones or special RFID reading devices to easily check the authenticity of products and learn detailed information about products, such as production date, batch, origin, etc., so that consumers can buy and drink with peace of mind.
More and more liquor brands use RFID anti-counterfeiting
By adopting advanced RFID anti-counterfeiting technology, Gujing Gongjiu conveys to consumers the brand's firm determination for product quality and quality assurance. This not only helps to enhance consumers' trust in the brand and improve brand loyalty, but also establishes a good brand image in market competition and forms a differentiated competitive advantage with other brands.
Consumers are more confident in buying genuine products and are more willing to choose liquor products with reliable anti-counterfeiting technology. At the same time, accurate product traceability and a good brand image can also help expand sales channels and attract more new consumers to try to buy, thereby promoting the growth of product sales.
Therefore, more and more liquor brands use RFID anti-counterfeiting. According to incomplete statistics, the following liquor brands have already used RFID anti-counterfeiting:
Moutai: Moutai is one of China's famous liquor brands. As early as 2011, it began to build Moutai RFID anti-counterfeiting traceability system. The system realizes full-chain traceability from production to sales by implanting RFID electronic tags in each bottle of Moutai. Consumers can scan the label through the NFC function of their mobile phones to obtain the authenticity and traceability information of the product. Moutai's RFID anti-counterfeiting and traceability system not only combats counterfeit and shoddy products, but also enhances its brand image and market competitiveness.
Wuliangye: As a leading enterprise in China's liquor industry, Wuliangye has been committed to combating counterfeit and shoddy products and maintaining its brand image. To this end, Wuliangye applied the world's first RFID dual-frequency tag on the bottle cap, which has the technical advantages of long ultra-high frequency reading distance, strong high-frequency penetration, and high penetration rate. Consumers can directly check the authenticity of the product through a mobile phone with NFC function. The application of RFID anti-counterfeiting technology enables Wuliangye to achieve full traceability of products and effectively combat counterfeit and shoddy products. At the same time, it also enhances consumers' purchasing experience and brand loyalty.
Guizhou Jinsha Wine Industry: Jinsha Wine Industry adopts "naked eye 3D visual anti-counterfeiting cloud film substrate" label and "RFID box label" anti-counterfeiting technology to achieve product anti-counterfeiting and authenticity. Through the application of RFID anti-counterfeiting technology, Jinsha Wine Industry can achieve full traceability and anti-counterfeiting management of products. This not only effectively combats counterfeit and shoddy products, but also enhances brand image and consumer trust.
Shuanggou Liquor: Shuanggou Liquor has also successfully applied RFID anti-counterfeiting technology. Its Zhenbaofang series of liquor adopts the "RFID liquor second-generation identity identification anti-counterfeiting system". The system realizes a comprehensive RFID application solution for production-oriented enterprises that automates, visualizes, standardizes and scientifically manages liquor production, warehousing, distribution and sales operations.
With the continuous advancement of technology and the continuous development of the market, the application of RFID anti-counterfeiting technology in the liquor industry will become more and more extensive. In the future, liquor brands may further explore the integration and application of RFID technology with technologies such as the Internet of Things and big data to achieve more accurate and efficient product traceability and anti-counterfeiting management. At the same time, as consumers' requirements for product quality and safety continue to increase, RFID anti-counterfeiting technology will also become one of the important means for liquor brands to enhance their brand image and market competitiveness.
This paper is from Ulink Media, Shenzhen, China, the organizer of IOTE EXPO (IoT Expo in China)
