"In the past ten years, I feel very deeply. Liquor has replaced red wine in the entrepreneurial dinner. In the past two or three years, it has been obvious that liquor has distinguished old liquor from other liquors. Old liquor can tell more stories." Recently, Hu Run PAX Chairman and Chief Research Officer Hu Run mentioned some changes in the liquor market in his eyes.

In China, wine culture is indispensable for visiting relatives and friends and for socializing. With the improvement of people's living standards, the requirements for wine quality are constantly changing. In recent years, "drinking old wine" has gradually become popular.

Old wine is sought after by the market, and the cost of personal identification is high

Old wine is wine that has been stored for a long time. With the "consumption upgrade" of liquor, old wine is becoming more and more recognized by consumers, and the concept of "old wine = good wine" gradually gains popularity.

Recently, the Hurun Research Institute released the "2020 China Old Wine White Paper". According to the data in the white paper, 87% of the interviewed high-net-worth drinkers said they like old wine, 84% said they have a strong willingness to buy, and the concept of liquor consumption is changing from "drinking famous wines. "To "drink old wine", this change in concept has also continuously promoted the continuous expansion of the old wine market. According to the "China Old Wine Market Index" report, it is expected that by 2021, the market size of old wine will exceed 100 billion.
Consumer recognition and the growth of the market size have also brought certain challenges to the old wine market. One of the biggest challenges is how to enable consumers to buy real old wine with confidence.
In the past, criminals in the old wine market always used various forms to imitate fake wine to make huge profits. In addition, the variety of wineries and frequent packaging iterations also increased a lot of costs for personal identification of old wine. Take Moutai as an example. Just last year, the five "national wine Moutai" trademarks on the packaging and accessories of the new Moutai products were replaced with the "Kweichow Moutai" trademark. This will undoubtedly cause misleading identification for consumers who do not often come into contact with old wine.

In order to solve this problem and promote the healthy and orderly development of the industry, anti-counterfeiting traceability technology has played a decisive role.
Take Moutai as an example. As the most recognized liquor/old wine brand, there are already many “tutorials” on the Internet to assist consumers in identifying the authenticity of old wines, such as looking at the details of the bottle, sealing rubber cap, and anti-counterfeiting Manuals and other external methods, but this method of external identification by the naked eye will inevitably make mistakes, so the identification by technical means is particularly important.

In terms of Moutai identification, the anti-counterfeiting traceability system launched by the Maoyou Commune and the Beijing Moutai Cultural Research Association has been well received. Maoyou Commune is a well-recognized exchange platform of Moutai knowledge, identification and culture in the circle of Maoyou friends. How technology can help consumers identify old wines? We can get a glimpse of the anti-counterfeiting traceability system of Maoyou Commune .
To put it simply, the anti-counterfeiting traceability system means that each bottle of Moutai has its own unique "ID card", which records the basic information of the bottle of Moutai, such as year, origin, etc., which can be identified by scanning codes and RFID chips. Way to authenticate the old wine.
On the basis of traditional anti-counterfeiting traceability, Maoyou Commune uses digital technology to upgrade the anti-counterfeiting traceability system. First of all, Maoyou Commune and JD Digital Co., Ltd. have introduced a block in its "See Zhen" anti-counterfeiting traceability system. Chain technology, the decentralization, openness, transparency, and non-tamperability of blockchain technology make anti-counterfeiting traceability technology more reliable.
In addition, Maoyou Commune and the source code itself have also been optimized, and the original stickers have been upgraded to RFID chip stickers. The new version of the stickers is more difficult to copy, which increases the cost of counterfeiting. In terms of logistics, "See Zhen System" has also created an exclusive WMS+ logistics warehouse distribution management system, and every process of all Moutai liquor circulation is clearer.
Through digital technology and the establishment of an overall anti-counterfeiting traceability system, the old Moutai liquor sold by Maoyou Commune has achieved "authentic" and "trackable". For consumers, they only need to simply turn on their mobile phone and scan the code to be able to buy their favorite old wine with confidence and learn about the corresponding wine information.
The old wine industry broke out, and technology helped the industry develop in an orderly manner
Whether it is self-drinking, gift-giving, or collection investment, it seems that the value of old wine is constantly increasing, and behind this market outbreak, it still needs to be supported by a good market order.
For consumers, the doubts about buying old wine are mainly the authenticity and source of the wine. The See Zhen system launched by Maoyou Commune is a precise attack on the pain points of these two aspects. In terms of identification, Maoyou Commune has more than ten years of Maotai research experience and the double guarantee of an authoritative wine appraisal team. In terms of traceability, Maoyou Commune uses blockchain and other traceability technologies to introduce and iterate to track the wine circulation information throughout the process. Digital recording and processing. The combination of authenticity and traceability truly forms a closed-loop system, which provides convenience for consumers to dispel their doubts about buying old wine.
Such as Maoyou Commune, which uses digital technology to build a complete system of authenticity and traceability of Moutai old wine, provides practical solutions to the pain points of the old wine industry over the years, and to a certain extent boosts the development of the entire industry. I believe in the future. Technology will also provide a strong guarantee for the healthy and orderly development of the old wine industry.