JD’s Technology Safeguards Vintage Moutai Authenticity

JD’s Technology Safeguards Vintage Moutai Authenticity

by Yuchuan Wang

Right before the new year of 2021, Moufans Commune, the only vintage Moutai transaction platform backed by the Kweichow Moutai brand, began utilizing blockchain technology provided by JD Digits, to secure the authenticity of the popular Chinese liquor (baijiu) brand sold on its platform.

Moutai is not only for consumption but also for collection, due to its reputation and limited offering on the market. The huge demand has also given rise to the transaction of fake Moutai, especially ahead of every Spring Festival.

In 2016, Moufans launched its traceability system with a QR code attached to each bottle of Moutai for verifying authenticity and checking circulation information. The new addition of blockchain technology by JD further enables that information to be traced transparently and securely without tampering. By scanning the QR code, consumers will be able to see how many times the code has been scanned, and when and where the scan happened.

In addition, JD is also helping Moufans replace its existing laser QR code labels with anti-tearing RFID labels, which makes it even harder to forge and transfer.

This is not the first time JD has safeguarded the transaction of Moutai with blockchain technology. Since June 2018, all Moutai products sold on JD have been attached with exclusive blockchain traceability codes that consumers can scan to see the complete journey of the product on the supply chain.

So far, JD’s blockchain platform has partnered with over 1,000 brands and merchants, accumulated more than one billion pieces of commodity data, and responded to more than 7.5 million consumer traceability requests, covering the categories of fresh goods, maternal and infant, alcohol, makeup, supermarket and convenience store, and more.

 

(yuchuan.wang@jd.com)

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