One thing and one yard is very popular
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At the end of 2013, Evergrande entered the high-end mineral water market. In 2014, Evergrande Ice Spring launched a large-scale marketing campaign of “one bottle, one yard, and crazy on the code.” Each bottle of Evergrande Ice Spring will be printed with a unique QR code. By scanning the QR code and linking to the query system, product traceability and anti-counterfeiting verification can be performed. The event of Evergrande Ice Spring opened the first “People Scanning Code” in China. The total number of activities was 1 billion, and the amount of scanning code was 350 million in half a year. The scanning rate reached 30%, only in January 2015. Evergrande Ice Spring distributed 190 million QR codes to achieve more than 3.5 million scans. In the four months of the scan code campaign, Evergrande Ice Spring accumulated 1.61 million members.
The success of Evergrande Ice Spring's “One Material, One Code” has attracted many giants in the fast-moving consumer goods field to test the water, and then there is a “one can and one yard” of bright and healthy energy, Red Bull, Yanjing Beer, Alcohol, Tianwei, Uniform has also joined the "one bottle and one yard" camp, making the application of variable two-dimensional code more and more extensive, and making the word more and more hot, it is undeniable, "one thing, one code" "one bottle and one yard" It has been integrated into all aspects of our daily life, and it has completely ignited.
Clothing: "One thing, one yard" to escort
The winter is coming, the down jacket is a traditional hot-selling product in the north of the winter, and it has already been included in the bag. However, according to the information released by the China Down Industry Association, during the “Double 11” and “Double 12” periods in 2015, the Association randomly selected 2 batches of 120 down products on the Internet. The results showed that the pass rate of both down jackets was 55%. The pass rate of duvet is 5% for “double 11” and 10% for “double 12”. In 2016, the Chinese Badminton Association conducted a quality inspection of down products on three platforms: Tmall, Jingdong and Taobao. A total of 204 samples were taken. According to the platform and sub-category, the pass rate of Tmall down jacket is 82.5%, that of Jingdong is 75%, that of Taobao is 50%; the pass rate of down duvet is 72.5%, that of Jingdong is 53.1%, and Taobao is down in 4 spot checks. The pass rate is zero.
The down products are mixed, how should consumers identify them? In order to protect the rights of consumers, China Down Industry Association has launched a new version of the “down warranty brand for down products”. It is worth mentioning that the new version of the credit guarantee mark not only upgrades the anti-counterfeiting technology, but also introduces “one thing and one code” and realizes the functions of “promoting authentic licensed products and combating counterfeiting”. The new version of the logo uses "invisible tracer" technology and a variety of special pattern design to upgrade the anti-counterfeiting function; the QR code on the left side of the logo is associated with the WeChat service number of the association, and consumers can obtain tips and precautions for down products at any time. Information; the QR code on the right side of the logo realizes one thing and one code. The consumer scans the code to identify the authenticity of the product and safeguard the rights.
Food: "One thing, one yard" blowout development
"One thing, one code" can also push the anti-counterfeiting traceability results of products while building the brand's anti-counterfeiting traceability, increase the consumer's interest and participation, and enhance the consumer repurchase rate. At the same time, brand owners can also collect big data such as scan code mobile phones, scan code areas, scan code time, scan code frequency, etc. Based on these data, brands can analyze consumer purchase behavior, accurately locate consumer groups, and adjust marketing. Make decisions and improve economic efficiency. Therefore, the entire fast-moving consumer goods industry, especially in the food sector, is entering the blowout period.
At present, the implementation of "one thing, one code" technology mainly has two methods: WeChat sweep and H5 webpage jump. These two implementation methods have their own advantages and disadvantages. WeChat sweep, based on the development of WeChat public account, there is a huge advantage in WeChat's traffic portal and WeChat brand guarantee, and all goods need to be filed on WeChat, through enterprise certification, the scan code results can be guaranteed. In addition, WeChat sweep can directly issue WeChat red envelopes, card coupons, etc. These unique features of WeChat can also enhance the interaction between consumers and corporate WeChat public account, and facilitate the secondary marketing and new product promotion of enterprises. At the same time, however, the page rendering and background design need to be restricted by the WeChat platform, resulting in higher development costs. H5 web page jump does not rely on WeChat, the development cost is low, the data remains on the PC computer, but the brand protection is lacking. The page after the scan code can be set by itself. For example, the fake manufacturer can make it jump to its own phishing website interface, thus confusing true and false.
The form of "one thing, one code" mainly includes digital code, one-dimensional barcode, two-dimensional code, RFID, etc. The digital code can only be used as a login certificate or other simple red envelope application; the barcode can distinguish many types of products, usually realized "One type and one code" function; and the QR code can be recorded separately for each product, which is the "network ID card" of the product. The "one object, one code" form commonly found in the food field is a two-dimensional code, and a two-dimensional code + a digital code.
For example, Yiquan+C bubble water adopts “two-dimensional code + digital code”. Consumers use the QR code on the smart phone WeChat scan promotion product label to enter the promotion page, and enter the promotion product bottle cap according to the page prompt. The digital code and the personal mobile phone number can participate in the random draw. Each code can participate in an event draw, which is safe and effective.
Wang Laoji’s “Wang Laoji’s Son of the Day Customized Can” uses only the QR code. By scanning the QR code on the can/bottle, you can enter the small program activity page and participate in the “Shake and Win Award”. The event was super hot on the first line, and the number of participants on the first day was over 10,000.
