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Solution source: Shanghai Yiyade Software Technology Co., Ltd. (Cao Dongjin)
1 Introduction
1.1 Counterfeit and shoddy situation in the market
In the development process of many famous brand products in China, they are accompanied by the process of fighting counterfeit and inferior products. At the same time, as market demand continues to change, the internal competition in the same industry has become very fierce. How to develop and obtain in the competition Competitive advantages, at the same time, completely eliminate the impact of fake and inferior products on one’s own products, and enhance the value of products. These aspects of technological innovation and high-end anti-counterfeiting technology are very important. The RFID technology has exactly this advantage. It can effectively improve the supply chain of products and solve problems such as product forgery. The problems encountered by the alcohol industry in this regard are particularly prominent. Infringement and counterfeiting of edible bottled alcohol are serious global problems. According to incomplete statistics, millions of bottles of brand-name wines are refilled with low-quality wines by counterfeiters every year around the world. According to incomplete statistics, the number of medium and high-end wines in the country above 100 yuan is about 80 million to 100 million bottles. According to authoritative reports, counterfeit and shoddy products account for more than 15%. Based on this calculation, the annual loss of the winery due to counterfeiting and shoddy is 1.2 million yuan, which is staggering. At the same time, the liquor industry is facing the challenges of increasingly obvious marketing homogenization, increasingly fierce competition between brands and terminals, continuous influx of foreign brands, and a surge of counterfeit liquors. Relying on brands to gain competitive advantages, relying on capital operation to achieve diversified development, and relying on technological innovation and high-end anti-counterfeiting technology to enhance competitiveness are still the future development trends of my country’s wine industry. Wine manufacturers are constantly looking for new ways to promote their products. In the colorful packaging marketing, RFID technology will gradually become the new favorite. While realizing the tracking function, it will also help to improve the product safety of the consumer supply chain, and it is for long-term entanglement. RFID is also of great benefit to the problem of product counterfeiting in the wine industry.
1.2 Anti-counterfeiting demand for alcohol
The infringement and counterfeiting of edible bottled wine is a serious global problem. According to incomplete statistics, millions of bottles of brand-name wines are refilled with low-quality wines by counterfeiters every year around the world. Simply put, there are three main hazards of counterfeit products to society:
First, the counterfeiter refills in an unhygienic environment. The bottled wine is inferior wine that does not meet the product standards. Therefore, it poses a great threat to the health of the people and may cause serious damage to the people. Casualties caused bad social impacts, one of which was the alcohol and poisoning case in Shanxi in the past few years;
Second, once consumers discover that they are drinking fake wine, they will refuse to buy the brand of wine, thereby affecting the corporate image and harming the interests of the factory. Once exposed by the media, it will aggravate consumers’ fears and seriously damage the brand image of consumer products;
Third, counterfeiters invest extremely low costs in the production and sale of fake wine to make huge profits, and tax evasion will cause major losses to the country’s property. It is also an act of misappropriation of the original factory’s advertising costs and brand building costs.
China is a major wine producer in the world, with an annual output of about 5 million tons and most of the well-known brands. Take Wuliangye Distillery as an example. The annual output of Wuliangye Distillery is 200,000 to 300,000 tons, of which medium and high-end wines above 100 yuan per bottle account for about 6-10%, or 24-60 million bottles. According to incomplete statistics, the number of medium and high-end wines in the country above 100 yuan is about 80 million to 100 million bottles. According to authoritative reports, the proportion of counterfeit and inferior products can be as high as 15%. Based on this calculation, the annual loss of the winery due to counterfeit and inferior products is 120 million yuan, which is staggering.
2 Analysis of wine anti-counterfeiting technology
2.1 Existing anti-counterfeiting technology
At present, the most widely used anti-counterfeiting technologies on the market include paper watermarking technology, ink technology, laser holographic image anti-counterfeiting technology, barcode technology, and telephone code technology applications. The prices of the products and equipment used in these anti-counterfeiting technologies are relatively low, which is conducive to comprehensive promotion in the market, but at the same time it leads to the disadvantages of low cost of counterfeiting and easy to be copied. These anti-counterfeiting technologies:
First, the technical content of the product is not high, and it is easy to be copied. For example, in a small street less than 100 meters long in a small town in Zhejiang, there are 36 stores that print laser holographic anti-counterfeiting labels;
Second, its service life is relatively short. After a new visual anti-counterfeiting mark is on the market, it usually takes about three to six months, and a large number of imitations will appear on the market;
Third, it is not anti-fouling. Once it is stained, there is no way to distinguish it;
Fourth, for telephone code anti-counterfeiting technology, although it is the leading product in the current anti-counterfeiting market, the call-through rate of 800 toll-free calls is very low, and there are not many consumers who can really use this anti-counterfeiting; and because telephone anti-counterfeiting is usually Report the anti-counterfeiting number. As long as the counterfeit product has forged the correct anti-counterfeiting number, you can easily fool the anti-counterfeiting phone.
In general, the production of this type of anti-counterfeiting packaging has a certain technological content, but there are still fatal shortcomings: anti-counterfeiting products can easily be imitated, copied and reused, and secondary packaging wine products made by counterfeiters Before consumers implement authenticity identification, all features of its appearance are almost the same as the original packaging, making it easy for counterfeiters to realize economic benefits, and even some counterfeiters can produce anti-counterfeiting products that are exactly the same as the real anti-counterfeiting standard, which will make consumers consume There is no way to study them at all, causing the company to suffer huge losses.
2.2 RFID anti-counterfeiting technology
RFID is an automatic identification technology that emerged from the 1990s and gradually matured. It uses radio frequency for non-contact two-way communication to achieve identification and exchange data. Since the label system needs to use special equipment for identification, the cost and difficulty of imitation and copying by counterfeiters are extremely high.
The anti-counterfeiting advantages of RFID technology are:
1. Each label has a unique ID number, which cannot be modified or forged; it means that every bottle of wine has a unique ID number, and there will be no duplication between any bottles of wine.
2. Each tag also has a certain amount of memory space to read and write data, and the ID number can be specially encrypted, and cannot be copied or forged.
3. The card reader has a physical interface that is not directly open to the end user to ensure its own security; counterfeit and inferior readers are difficult to forge the card reader.
4. Long service life, no mechanical wear, no mechanical failure, passive work, can work in harsh environments, anti-fouling, long data reading distance, etc.
In addition, a logistics and supply chain management system based on RFID technology can be established. Information can be written to electronic tags, such as wine brand, type, production date, time and other identification information. Through this system, the entire process of production, storage, and sales of each bottle of wine can be recorded, and information such as output and sales can be automatically counted. While achieving the anti-counterfeiting effect, it can achieve multiple goals, realize the information management of management, and help manufacturers solve the problem. “Chain of goods” issues, such as:
1. Control product quality: Product quality is the life of an enterprise. Through the full tracking and collection of the RFID system, the quality information of the product can be tracked and collected in a comprehensive manner, so that quality problems can be found in time and the information can be timely fed back to product design, production management, quality management and operation Decision-making department to help companies improve product quality in an all-round way. For any bottle of wine, the source of its production can be traced.
2. Supervision and management of sales personnel: Based on corporate thinking, sales personnel conduct sales activities guided by product label information to improve the management level of the sales team.
3. Formulate a reasonable service strategy: Through the collection of RFID tag information on products, product quality and after-sales service tracking, companies can accurately understand and judge product quality and user feedback, so as to help companies control product quality and update service strategies in time to improve Enterprise product competitiveness.
4. Strengthen the control and management of the market: Through the collection and feedback of product sales information, the division and hierarchical management of sellers has been realized, and the healthy and orderly development of the market has been ensured. It can effectively control regional backlogs, and at the same time follow up and evaluate sellers, which is conducive to the correct selection of sales partners and promote market sales.
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