Brand building and maintenance is a protracted war, and a benign market order needs to be actively created by enterprises and the participation of consumers. In recent years, Moutai has continued to carry out brand upgrading and optimization work, promote product anti-counterfeiting upgrades, and create a safe purchase and comfortable use of Moutai wine consumption environment. The new Kweichow Moutai wine anti-counterfeiting system developed over several years will be officially launched on October 16, and the newly upgraded new anti-counterfeiting system products will be launched one after another.
The new anti-counterfeiting products not only represent the stage results of the high-quality construction and digital transformation of "Smart Moutai", but also an effective measure to continue to maintain its own brand reputation and consumer rights and interests. While keeping the quality connotation and brand image of Maotai wine unchanged, the new substrate and technology are used to upgrade and iterate, the anti-counterfeiting identification and traceability query are adjusted and changed, and the new anti-counterfeiting rubber cap is used, which means that consumers can easily and conveniently identify the authenticity of Maotai wine quickly and effectively, and the traceability information query will be more abundant and smooth.
In the appearance of the product packaging, the appearance color of the new anti-counterfeiting rubber cap is vermilion, the surface is smooth; The surface of the old anti-counterfeiting rubber cap is sub-pearlescent red, and the surface is matte; There are differences in the image of the rubber hat body, the new anti-counterfeiting rubber hat is the auspicious cloud pattern, "MOUTAI", "KWEICHOW", "Guizhou" and "Moutai" words; Old anti-counterfeiting rubber cap as "Kweichow MOUTAI" "Moutai" words; The new security cap is opened to the left, and the old security cap is opened to the right; The design of the new anti-counterfeiting rubber cap prevents the illegal elements from recycling the rubber cap and making fake.
After this upgrade, the contents of the anti-counterfeiting and traceability method introduction manual in the outer packaging box have been changed, the side of the outer box has been adjusted due to the data collection method, the yellow barcode label has been canceled, and the anti-counterfeiting identifier is no longer placed in the box.
In the anti-counterfeiting identification function, the core anti-counterfeiting part, that is, the bottle cap superposition, uses the domestic multi-high barrier optical, ink and other anti-counterfeiting technology, which effectively solves the old anti-counterfeiting cap needs to use the identifier, identification difficulty, identification and other problems. After purchasing the product, consumers can simply identify the authenticity by referring to the description of the anti-counterfeiting traceability method with the naked eye without the help of any special anti-counterfeiting identification equipment, and experience the rich and varied anti-counterfeiting characteristics.
At the same time, targeted anti-counterfeiting upgrades are also carried out on other packaging materials, using different levels and different types of anti-counterfeiting technology to establish a "three-line" identification system: "first-line" anti-counterfeiting for consumers to easily and quickly identify, "second-line" anti-counterfeiting for market rights protection personnel to identify, "three-line" anti-counterfeiting for professional and technical personnel to identify, forming a system to improve product anti-counterfeiting capabilities; Highlighting the significant characteristics of "consumers are easy to identify, counterfeiters are difficult to forge, and systematic promotion" of Moutai's new anti-counterfeiting system.
In the product traceability channel, the core anti-counterfeiting parts of the bottle cap are loaded with high-end anti-counterfeiting identification technology RFID chip traceability electronic tags, and the construction of product traceability query function is carried out simultaneously. The new traceability query system is mainly based on the "one thing, one code" trusted traceability system of RFID electronic tags and blockchain, integrates the new generation of information technology and production intelligence, traces the packaging production of Moutai liquor to the store sales, establishes a complete trusted traceability data chain of the product life cycle, and promotes the digital transformation of "smart Moutai". Improve the management efficiency of all aspects of circulation.
After purchasing Moutai, consumers can carry out convenient traceability operation through the mobile phone "i Moutai" APP, and have a new consumption experience in product information security. If you need to know more about product anti-counterfeiting identification and traceability query methods, you can also follow the anti-counterfeiting and traceability instructions for each bottle of Maotai wine. At the same time, Moutai every Saturday in the country's provincial capital city self-owned shops to carry out convenient identification services, consumers can make an appointment in advance appraisal or call customer service telephone consultation.
The newly upgraded new anti-counterfeiting system products will be officially launched in the country one after another, during this period will continue to put old anti-counterfeiting rubber cap products, the majority of consumers can continue to pay attention to Maotai official account push news.
In the next step, Moutai will continue to strengthen the construction of product anti-counterfeiting, strengthen the in-depth integration of various cutting-edge technologies and product entities, make the adaptation of technology and products stronger, product anti-counterfeiting function better, provide a strong guarantee for Moutai brand construction, provide consumers with high-quality products and services, real-time protection of consumer rights and interests, and effectively maintain Moutai brand reputation. Create a harmonious and beautiful market environment.
Hengxin Hongtong focuses on various anti-counterfeiting technology research and development and production, products have nuclear track anti-counterfeiting technology, integrated packaging, one thing one code traceability, holographic anti-counterfeiting technology, system traceability, for major enterprises to provide anti-counterfeiting traceability services.