On October 16, the new anti-counterfeiting system of Kweichow Moutai was officially launched, and the combination of the new anti-counterfeiting plastic cap and the traceability system provided a "double insurance" for the upgrading of Kweichow Moutai's anti-counterfeiting technology, relying on high-barrier technology to achieve the purpose of "easy to recognize by consumers and difficult to forge by counterfeiters". Moutai's move also conveyed an important message to the industry, that is, the implementation of the high-quality development strategy in the wine industry is not only reflected in product quality improvement and brand upgrading, but also in optimizing services and rectifying the market. With the attitude of "reaching the goal and helping the world", Moutai continues to strengthen the protection of intellectual property rights, laying a solid foundation for boosting consumer confidence in the market and meeting consumer demand.
In terms of product appearance packaging, the appearance color of Moutai's new anti-counterfeiting rubber cap is vermilion, and the surface is smooth; The surface of the old anti-counterfeiting rubber cap is matte pearlescent red, and the surface is frosted; There are differences in the graphics and texts of the plastic cap body, and the new anti-counterfeiting plastic cap body is an auspicious cloud pattern, "MOUTAI", "KWEICHOW", "Guizhou" and "Moutai"; The old anti-counterfeiting plastic cap is the words "Kweichow Moutai" and "MOUTAI"; The new anti-counterfeiting rubber cap is torn and opened to the left, and the old anti-counterfeiting cap is torn and opened to the right; The design of the new anti-counterfeiting rubber cap prevents criminals from recycling the plastic cap to the greatest extent.
After this upgrade, the content of the anti-counterfeiting and traceability method introduction manual in the outer box has been changed, and the yellow barcode label has been canceled on the side of the outer box due to the adjustment of the data collection method, and the anti-counterfeiting identifier is no longer placed in the box.
In terms of anti-counterfeiting identification function, the core anti-counterfeiting part, that is, the bottle mouth rubber cap, is superimposed with multiple domestic high barriers of optics, ink and other anti-counterfeiting technologies, which effectively solves the problems of the old anti-counterfeiting plastic cap with the help of an identifier, difficult identification, and complicated identification. After purchasing the product, consumers can simply identify the authenticity and experience the rich and changeable anti-counterfeiting features by referring to the manual of the anti-counterfeiting traceability method without using any special anti-counterfeiting identification equipment.
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 technologies 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 defenders to identify, "third-line" anti-counterfeiting for professional and technical personnel to identify, form a systematization, and improve product anti-counterfeiting capabilities; It highlights the significant characteristics of the new anti-counterfeiting system of Moutai Liquor, which is "easy for consumers to identify, difficult for counterfeiters to forge, and systematically promoted".
In terms of product traceability channels, the core anti-counterfeiting part of the bottle mouth rubber cap is 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 a new generation of information technology with intelligent production and manufacturing, traces the traceability of Moutai packaging production to store sales, establishes a complete trusted traceability data chain of the whole life cycle of products, promotes the digital transformation of "smart Moutai", and improves the management efficiency of all aspects of circulation.
After purchasing Moutai, consumers can carry out convenient traceability operations through the mobile phone "i Moutai" APP, and carry out a new consumption experience in product information security. If you want to know more about the product anti-counterfeiting identification and traceability query methods, you can also follow the anti-counterfeiting and traceability instructions for each bottle of Moutai. At the same time, Moutai carries out convenient appraisal services in its self-operated stores in provincial capitals across the country every Saturday, and consumers can make an appointment in advance for appraisal or call customer service for consultation.
Moutai's continuous innovation in product anti-counterfeiting technology will further drive the transformation and upgrading of the entire liquor industry in the direction of intelligence and digitalization, and boost the development vitality of the industry.