In the future, if traditional enterprises want to survive and develop, they must embrace the Internet, use Internet thinking, and take "professional, experience and service" as their core competitiveness to break the barrier of communication between brands and customers. Among them, the most effective solution is to create a unique two-dimensional code for each piece of merchandise through two-dimensional code marketing (one product one code) technology, so as to connect customers, enterprises and istribution to each other, Touch each other completely.

      In recent years, FMCG manufacturing enterprises in order to meet the internal production needs, affixed on the product of a variety of security code, logistics code, storage code, marketing code ... ... leading manufacturers to face the situation of multi-code, for multi-code Big data caused by the difficulty of uniform regulatory issues, most companies said the management is extremely inconvenient, difficult to carry。

   With the advent of the mobile Internet era, big data marketing based on variable two-dimensional code has become the future of marketing in the Internet era. The traditional business model in industries such as fast-moving consumer products is gradually being overturned, opening up various chains of big data and exploring Big data customization marketing is imminent.

      In this context, the Internet of Things logo industry, there has been a "one object one yard, multiple yards, product identity card" two-dimensional code marketing concept

QR code marketing for the Internet of Things logo into "more likely"

       In 1969, the world's first commercial inkjet printer was born, which officially opened the prelude to the development of the Internet of Things logo industry. After forty-seven years of accumulation and precipitation, the identification technology of identification codes in the Internet of Things logo industry has made rapid development. In order to meet the changing needs of society and the market, the functions of the Internet of Things logo industry have become richer and more diverse.

        Along the way, referring to the Internet of Things logo industry, you may think of "three" logo, may think of drug code, product ID, two-dimensional code traceability, and even you will think of tracking, anti-counterfeiting, logistics Tracking, storage management ...... In fact, this is not enough.

        In the rapidly developing information age of mobile Internet, the "One Matter and One Code" two-dimensional code marketing swept over, which made the "code" in the Internet of Things logo industry have one more connotation - marketing. This makes the IoT logo industry aware of the "code" in addition to information tagging and notification capabilities, as well as traceability, anti-channeling, logistics tracking, storage management functions, the "code" can also be variable two-dimensional code Achieve "one thing and one yard", to achieve marketing activities such as promotions, points redemption.

        Because of this, the solutions offered by various vendors in the Internet of Things logo industry have also started to extend from product code, traceability and internal control to marketing.

What is "plain code"? What is "password"?

Since it is QR code marketing, then, two-dimensional code marketing is based on what conditions and achieve it?

        The basis for judging whether a product is consumed is to look at whether the product and the package have a "damaging" behavior. In other words, in the case of a bottle of drink, the consumer can drink and open only when the bottle is opened (opened) (Twisting) The cap is the "sabotage" of the product and its packaging.

        So, when it comes to two-dimensional code marketing, the need to introduce the concept of the light and shade code, as early as in infant formula, tobacco and other industries have been applied. The so-called password, in contrast with the plain code, you can pass the "destroy" behavior to define the content of the password, the code is the naked eye can see the product code, password, as the name suggests, will not be revealed in the product packaging External or partially covered, consumers can not easily scan the QR code.

        At this stage, in practice, the password can be divided into two kinds, one is hidden in the product packaging, the general need to open the bottle cap and other "sabotage" behavior can be seen, so that the password is also some industries People called "stealth code."

        The other is partially revealed two-dimensional code outside the product packaging, the two-dimensional code is partially covered by the coating up, consumers only scratches the coating in order to sweep the code to participate in promotional activities, this two-dimensional code marketing Is considered a new type of scratch card promotion, the difference between the traditional scratch card, "variable two-dimensional code" as a carrier of the new scratch card allows consumers to simply scan the QR code with a mobile phone to participate in the jackpot or points Duijiang information search, do not have to enter characters as before, is conducive to stimulate consumer scanning rate, to achieve product promotion.

        In order to induce purchases and stimulate consumer desires, the two-dimensional code used in the "one product one code and one multi-code one" two-dimensional code marketing solution is based on the "password" instead of the "plain code", after all, the code is exposed outside the product packaging, Anyone can sweep.

How to achieve "password" (invisible code) code?

As we all know, "one object and one yard" two-dimensional code marketing is through the use of variable two-dimensional code technology to the market circulation of each product given a unique product identity card, through the control of each single product on a unique dynamic two-dimensional code The effectiveness of the promotion activities to achieve timely start, manufacturers can control the dynamic two-dimensional code control activities prizes, efforts, costs, increase consumer participation rate, and ultimately achieve substantial sales rise.

        Thus, in the "one thing and one yard" in the two-dimensional code is the product ID card, Fu code as a "one thing and one yard," the application of an integral part of the market for each of the circulation of a single product with variable two-dimensional The key to running a QR code marketing solution is the code.

        Editors learned that at this stage, the two-dimensional code in "One Matter and One Code" is produced and encrypted by the supplier according to the demand of the enterprise. The manufacturer can then code the production line or choose to change it in advance at the printing plant Two-dimensional code label printing.

        From the market application of the case point of view, it is not difficult to find, for bottled products, in the realization of "one product one yard" two-dimensional code marketing, two-dimensional code generally within the product bottle cap or lid, this The two-dimensional code is referred to above as "password" or "invisible code." In order to take product quality and safety into consideration, this kind of situation generally adopts the variable-dimensional code technology of laser marking to directly mark the two-dimensional code containing information such as points and awards and anti-counterfeiting in the product bottle cap.

        For the package is boxed, bagged products, generally used is the "variable two-dimensional code + coating" approach, by printing in advance in the printing house containing points Duijiang, anti-counterfeiting inquiries such as two-dimensional code.

        Regardless of the method used, consumers will need to take "vandalism" (opening the bottle cap, scratching the coating, etc.) of the product before they can obtain a QR code to scan for the promotion. This marketing mode allows Enterprises in the background control system promotions, such as winning frequency, time period, the probability of winning, prize inventory, etc., even in the promotional activities, there are accidents, but also through the back-office system for flexible adjustment.

Looking to the future, one thing and one yard is the most "perfect" marketing layout

At present, the "one object, one yard" two-dimensional code marketing applications in the FMCG industry is more extensive, industry experts predict that with the "one object one yard" two-dimensional code marketing technology innovation and two-dimensional code coding process Mature application, the application of this technology will be gradually expanded to food, baby products, cosmetics, lubricants, condiments and other industries.

         The development of "one product, one yard" two-dimensional code marketing will bring about the adjustment of marketing strategy. From pre-product code, traceability and internal control to marketing after entering the market, and through the two-dimensional code marketing, Data resources, through the analysis of big data resources, in turn guide the product marketing, production, processing, etc., to provide a basis for the development of new products, which forced the innovation and change of production technology ......

         In this regard, both the manufacturer or the Internet of Things logo industry suppliers, need to develop according to the times and make the best use of the situation to make changes, adjust the company's development strategy to ensure that the enterprises in the market competition in a good position.

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