Every product has an "ID"
With the relocation of the company's new location, Hongsheng Color Printing introduced a set of expensive color digital printing equipment and started a new project-the production of two-dimensional code anti-counterfeiting trademarks. It is reported that this device can generate variable labels through software processing to give the QR code uniqueness. In this way, each printed QR code refers to different content and is the unique "identity" of each product. certificate".
Xiao Hongyi, general manager of Hongsheng Color Printing, said that the QR code color label is the company ’s key recommendation this year. Compared with the fixed QR code, consumers can obtain rich product information, including the product ’s product, by scanning this QR code. Authenticity, production date, shelf life, identification method, product pictures, usage skills, product culture, after-sales service telephone and other product introductions. In addition, it can also be connected to corporate news consultations, market activities, corporate culture introductions, etc. to solve the current market The defect of the single function of the QR code label. Because of its hidden technology such as color and other scientific and technological contents, the label is not easy to be copied, has uniqueness, and effectively plays a role of anti-counterfeiting.
It is reported that the current Hongsheng QR code color printing project has started cooperation with a well-known local shoe company. The use of the QR card "identity card" not only played an anti-counterfeiting effect, but its color printing also helped the store well. When selling products, it is more convenient and accurate to pick up the goods. More importantly, it effectively helps brand companies such as shoes and clothing to play the role of channeling goods management.
Regarding smart packaging, Nature Packaging Group has been the first to start related business as early as 2012.
"Intelligent temperature change ink application in packaging" and "QR code and RFID (radio frequency electronic tag) application project" are two intelligent packaging projects of Nature Packaging Group. According to reports, the former uses water-soluble capsule core microcapsule preparation technology to prepare thermochromic materials into color-changing inks, which are placed on the packaging using printing methods, which can be used for monitoring during the cold chain storage and transportation of food and medicine to ensure their protection. Security; while RFID electronic tags have the function of information storage, two-dimensional codes are printed on the packaging and implanted electronic tags are used in combination.
Intelligent packaging has information storage function, can be used for traceability of food and medicine, etc., to ensure product safety; in addition, the unique feature of intelligent packaging code can be used for anti-counterfeiting and anti-channeling of sportswear brands such as shoes and clothing, and is easy for logistics management. With the popularization of smart phones and online shopping, smart packaging provides more possibilities for customers to read product information and brand publicity, and smart packaging brings more value-added services to customers and products.
With fierce market competition, as well as ever-changing industry development and customer needs, local traditional packaging and printing companies have launched smart packaging in an effort to step out of a differentiated path and win the market in homogeneous competition. Our reporter _Zeng Xiaofeng
The market also needs time to nurture
Due to the increasing demand for anti-counterfeiting and standardized channels for some big brand shoes and apparel, as well as the characteristics of some high-end products, industry insiders pointed out that smart packaging must be a trend in the future. However, several companies admitted that the promotion process at this stage is not very smooth, mainly focused on two aspects: on the one hand, cost issues, businesses are very focused on cost control; on the other hand, the security of business secrets.
Different from the feature that the fixed QR code only needs to create product information once, the variable QR code needs to issue a unique "ID" for each product, so each product must create data. This requires the back-end database to cooperate. Not only will the customer's process change, but more importantly, a large amount of data will involve business secrets. At the same time, it also needs to invest in software and purchase services from a dedicated data service provider. . In addition, some printing companies for fixed QR codes are free of charge to downstream customers as value-added services, and the cost of variable QR codes is usually 2 to 3 cents each, which is a considerable cost in terms of retail items; If it is RFID, the post chip also requires labor, which also involves cost.
Peng Jianping said that almost all existing customers still use QR codes, and the acceptance in Fujian is not enough. Guangdong and Shanghai will have higher acceptance, because there are more Fortune 500 companies in these places, and these companies understand smart packaging. And understanding will be more profound.
"Regarding smart packaging, although the nature packaging group has relaxed in the promotion of the market, it has always kept track of the project, including CNC service providers, RFID chip providers, printing ink manufacturers, etc., in this regard It has kept pace with the industry and has been following up this technology. It will increase investment when the time is right. "Peng Jianping said.
Industry insiders pointed out that in terms of variable QR codes, traditional packaging and printing companies involved in smart packaging also need to practice their internal skills. First, they must be familiar with the entire process, which is a matter of professional technology; second, find good cooperation After all, software service providers need the support of the data platform in the background to realize the function of QR codes.
Differentiated products to meet individual needs
In recent years, with the development of the industry and the changing needs of customers, the development and business expansion of local packaging and printing companies have also faced various challenges. Xiao Hongyi said that in recent years, due to the impact and influence of counterfeit and inferior products and non-standard channels in domestic clothing and footwear companies, customers urgently need printing companies to produce anti-counterfeiting packaging or signs; at the same time, in order to enhance the brand image, customers The accuracy and consistency of colors also put forward higher requirements.
On the one hand, the requirements of customers are more and more "harsh", on the other hand, the competition between peers is becoming more and more fierce. "The homogenization of products in printing companies in Fujian is very serious, and price competition is becoming increasingly fierce. Only differentiation can better establish a foothold in the market. This is also the business strategy that Hongsheng has adhered to for many years." Xiao Hongyi said that differentiated management and development High-value business has always been the direction of Hongsheng's exploration.
"At present, enterprises are developing in the direction of software combining anti-counterfeiting and printing." Xiao Hongyi told reporters that with the rise of the O2O sales model and the high requirements for anti-counterfeiting of some high-end products, the company will continue to upgrade through two-dimensional code printing and technology To meet the needs of the market.
Peng Jianping, assistant to the chairman of Nature Packaging Group, told reporters that the reason why the company launched the smart packaging project earlier was that the company learned that the industry had anti-counterfeiting and anti-channeling needs when participating in some label exhibitions across the country, so it provided this. s solution. Concert tickets, tourist attraction tickets, train tickets, and train tickets all use variable QR codes. Some of the express tickets also use RFID. Some traditional brands such as "Lao Ganma" have also begun to use variable QR codes. .
Industry insiders pointed out that food and beverage are the two largest application markets for smart packaging. Because consumers are increasingly concerned about food safety, people want to improve product traceability through smart packaging. Smart packaging can not only help enterprises achieve product differentiation and various interactive performance, but also be more competitive in price.
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