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Help the fresh food re purchase rate increase by 475%, look at the transcript of JD blockchain traceability in the past three years

Time : 04/09/2021 Author : milnw7 Click : + -
        When it comes to blockchain, many people will think of one word & mdash& mdash; Traceability. From milk powder, grain and oil, tea, pork and beef, seafood products, high-end famous wine and other daily consumer goods, to vaccines, health products and other special commodities. And in. How does JD digital's blockchain traceability serve the real industry and to what extent can it help cooperative brands reduce costs and increase efficiency? Today, the "2020 blockchain traceability service innovation and application report" (hereinafter referred to as the "report") jointly released by the China Europe global supply chain and service innovation center and JD digital technology has revealed the answer for us. According to the data of the report, after the brand has adopted the blockchain anti-counterfeiting and tracing service, the sales volume, re purchase rate and visit volume of commodities have increased to varying degrees, among which the re purchase rate of seafood has increased by 47.5%; The sales of nutrition and health products increased by 29.4%; Visits to mother and infant milk powder increased by 16.4%.
        In terms of the return rate, the return rate of nutrition and health products decreased by 4.5%. Meanwhile, the sales volume of fresh traceable commodities with both blockchain tracing and Qianliyan video live / video recording functions increased by 77.6%. Taking the opportunity of the release of the report, chain news interviewed Liu Wenjing, the person in charge of the blockchain product application of JD digital science. She introduced to us the transcript of JD anti-counterfeiting traceability platform since its launch, and a series of landing achievements of the whole JD Zhizhen chain in the blockchain application scenario. The first blockchain application scenario selected by JD digital is the anti-counterfeiting traceability of the supply chain. The project was officially approved in March 2017, and the first case was launched in May. It has been nearly three years now.
        The platform aims to provide enterprises with full process traceability of product circulation data, realize anti-counterfeiting and quality traceability of food and other consumer goods and drugs, and recall and responsibility definition in case of major accidents. "Through some research questionnaires and user interviews, we found that consumers are very concerned about authentic products, such as cross-border goods, high-end Baijiu, mother and baby food. However, how to prove that authentic products are genuine? Some enterprises also have good quality control measures. How to show them to consumers? This requires a channel." Liu Wenjing told Lianwen that the JD blockchain anti-counterfeiting traceability platform is a display channel. The platform adopts the form of "one item, one code", and each commodity has a digital "ID card".
        By scanning the code, the goods can be displayed to the consumers from the upstream raw materials to the production and processing, then to the quarantine, storage, and finally to the hands of the consumers. The whole process can be displayed to the consumers at one click, which satisfies the consumers' right to know and makes them understand the production and circulation process of the goods at a glance. In the future, once a major accident needs to be recalled, the platform can also accurately find out which consumers each product is sold to. It can achieve both positive traceability and reverse recall. For enterprises, Liu Wenjing pointed out that at present, enterprises in the supply chain are "data islands", and each enterprise has only its own part of data. For example, a manufacturer has information about the production and processing of its products at the production end, but when it comes to the circulation link, the data is "lost". Especially when it comes to the retail link, the monitoring data is like looking for a needle in a haystack.
        The manufacturer does not know which consumers a bottle of mineral water is sold to. "Now that we have a traceability platform, we can connect these supply chain data. For example, how is a certain region selling? With sales data, we can help suppliers to push back inventory preparation and optimize business." Liu Wenjing said that for some cases of fleeing goods, manufacturers can track where the goods are sold according to the code scanning of consumers, so as to carry out targeted fleeing control. "For enterprises, the anti-counterfeiting and tracing platform is a digital application of the supply chain, an improvement in efficiency, and a touch with consumers." Liu Wenjing said. With regard to consumer touch, she further explained, "after I lost contact with the consumer, I didn't know who bought it. Now that the consumer scans the code, I can get his location, get the desensitized user portrait information, know whether he is male or female, and what kind of products he prefers, so as to carry out targeted marketing on the page.
        」。 Consumers care about genuine products, and enterprises will also pay attention to whether the reverse return goods are genuine. Liu Wenjing also mentioned a case, that is, in the field of high-end luxury goods, there is a phenomenon of individual consumers "buying real goods and returning fake goods". In the past, it was difficult to define which link went wrong. Now every commodity has a code and a unique serial number. This problem can be eliminated. At present, in some of JD's own brands, the anti-counterfeiting traceability platform has realized full link monitoring. For example,'s "running chicken" has a foot ring attached to each chick. The platform can collect the data of daily feeding, water feeding and cleaning of chicks in the farm from the time they enter the market, to slaughter, quarantine and storage, and finally to the whole chain information of consumers.
        In terms of cross-border goods, take "made in Beijing" latex pillow as an example. The platform can link to the origin of latex in the rubber forest, the information of rubber picking, the processing link of the Thai factory, the import and export declaration and inspection of the customs, the domestic warehouse, the secondary packaging of the warehouse, the JD e-commerce platform, and finally sell to consumers. "Medicine is quite special. We first conducted a pilot project on vaccines, and cooperated with Hisense to develop an integrated software and hardware solution for intelligent vaccine management. We can put the freezer in the vaccination station, and intelligently collect information such as the warehousing of vaccines to the vaccination station, the temperature in the freezer, the delivery of vaccines, and the relationship with the recipients. Then we push back the upstream circulation enterprises and production enterprises to open up the whole link information.
        Liu Wenjing said. However, not all commodities can be fully linked. On the one hand, this is related to the digitization process of the enterprise itself. On the other hand, some products have a long industrial chain and some upstream links are beyond the control of the brand, so it is difficult to monitor. For example, for some cross-border commodities, including many domestic fresh food enterprises, it is still difficult to cover the link information of upstream raw materials and feeds. "As far as cross-border goods are concerned, for the production and processing links at the foreign end, there is a lack of information collection for most of the goods at present. We first monitor the purchase of the origin, the domestic and foreign circulation, and gradually expand to the upstream production and processing links.
        Liu Wenjing confessed. Nevertheless, the JD anti-counterfeiting traceability platform launched in the year of launch has made a big step forward in commodity traceability. After all, traditional traceability has been developed for more than 10 years, but at present, it only stays in the internal information monitoring of enterprises. In the process of realizing full link traceability, regulatory departments such as customs and food and drug administration are an important link and also a difficulty in information collection. In fact, at the beginning of anti-counterfeiting traceability, JD digital technology established a quality traceability alliance with the Ministry of industry and information technology, the Ministry of Commerce, the General Administration of quality supervision, inspection and quarantine, the Ministry of agriculture and other ministries and commissions, and then guided more units and enterprises associated with the Alliance to join the whole link, and improved the usability of technology to help them reduce the cost of adapting to the traceability system.
        However, on the whole, blockchain anti-counterfeiting tracing is still at an early stage in China. For many issues, such as why to adopt this technology, what benefits it can bring, and the key elements of implementation, the upstream and downstream enterprises of the supply chain have yet to reach a consensus. Due to the pressure of technology level and cost, some enterprises are hesitant and wait-and-see to access anti-counterfeiting traceability. According to the above report, the difficulties in system connection, the high cost of manual code pasting, and the high cost of manual maintenance information are the problems that the brand operators give the most feedback, especially the domestic production-oriented enterprises. The high cost has become the most important obstacle for enterprises to adopt the traceability service. It is understood that on the JD anti-counterfeiting traceability platform, the production information of goods is uploaded by the enterprise itself, and the circulation information is uploaded by JD.
        "In the original construction, the systems were built separately, and to realize the whole process traceability, we need to get through the data. In the aspect of information collection, some enterprises did not collect data in the past, and some collected data by batch. Now, to accurately achieve one object and one code, we need to further improve the management and process." Liu Wenjing explained. For this reason, JD digital technology has made many efforts in system ease of use and reduction of acquisition cost. For example, for existing traceability systems, enterprises with strong IT capabilities provide standard interface docking, and enterprises without it capabilities provide tools for PC input or app automatic collection. As for the cost of labels fed back by some enterprises, Liu Wenjing pointed out that will help enterprises establish contact with label suppliers as a platform and reduce prices through large-scale procurement.
        "From this report, blockchain anti-counterfeiting traceability can help enterprises and platforms improve sales, conversion rate, and user experience. For enterprises that are still on the sidelines, it is suggested that some representative products can be put into practice first, and experience accumulation and summary can be carried out in the pilot process to gradually expand the application scale." Liu Wenjing said that enterprises are advised to try as soon as possible and "run fast in small steps". In the field of asset management, in June 2019, JD Digital Technology launched the first standardized solution of blockchain ABS (asset-backed securities, i.e. financial products issued with the cash flow generated by the underlying assets in the future as the repayment support) based on the jdbaas platform of JD smart chain. It took only 30 seconds for each participating institution to join through the standardized module, which could save hundreds of hours of information transmission and review time for intermediaries and reduce 30% of human costs.
        In contrast, traditional ABS requires multiple coordination of participants, a large amount of information disclosure and level-by-level approval. The process is complex and inefficient. It may take one month or even longer to issue a product. In the field of digital certificate deposit, JD digital section has established a digital certificate deposit service in contact with the judicial institutions. This is a full scene certificate storage service platform. The bottom layer links the Arbitration Commission, notary office, Internet court and other trusted alliances to provide judicial services; The middle layer is a product application integrating the certificate storage service, such as copyright protection and leasing platform; The upper layer serves various application users. The digital deposit platform is an application field that JD digital science will focus on incubating and promoting in 2019. It has been first used in many scenarios within JD.
        Take Jingxiao rent, a credit leasing platform of JD digital technology, as an example. During the leasing process, relevant orders, agreements, commodity pictures and other data will be uploaded to the deposit chain. Judicial institutions such as Guangzhou Internet court can receive the hash information in real time when the business occurs. Once a dispute occurs, one key can be used to provide evidence. Judicial institutions can confirm the validity of the evidence through hash comparison. On the JD auction platform, information such as the name, price, number of bids, time of winning the auction, appraisal report, etc. are also uploaded to the certificate storage platform to ensure that the data cannot be tampered with. In terms of copyright protection, JD digital technology and hydrogen boat digital asset property rights service platform reached cooperation. There are a large number of commodity pictures on the JD retail platform, including original pictures, trademarks, design drafts, etc., which will be uploaded to the certificate storage platform when the copyright is generated.
        Once a copyright dispute occurs, it is convenient to prove the copyright. In addition, Jingdong Digital Technology Co., Ltd. also cooperated with the industrial and commercial bureau of Suqian City, Jiangsu Province, to launch the enterprise electronic certificate and upload it to the alliance chain. When a merchant enters the JD retail platform, the JD reviewers compare the information submitted by the merchant with the information on the chain, which improves the audit efficiency and saves the waiting time for the enterprise to settle. "Electronic certificates and licenses can improve the efficiency of business entry examination by 60%." Liu Wenjing disclosed. In 2019, the industrial application value of blockchain received unprecedented attention, and the practical development of JD blockchain has entered the right track. The retail supply chain, digital finance, digital deposit certificate, electronic certificate and so on have been mature and open and enabled, forming a three-dimensional and open business model integrating blockchain open-source technology, platform products, application components and service consulting.
        JD Zhizhen chain focuses on creating trustworthy enterprise level blockchain services for enterprise needs. At present, it has developed an independent, controllable and open-source underlying engine & mdash& mdash; Jdchain has helped enterprises to build an enterprise exclusive bottom chain with its own intellectual property rights, and the number of patent applications has reached 300. Jdchain fully supports Chinese cryptographic algorithms. The throughput of the system exceeds 20000 transactions per second, which has passed the professional evaluation of the Ministry of industry and information technology. Support a variety of cloud underlying blockchain Technology Platforms & mdash& mdash; The baas platform of Zhizhen chain can deploy the network in 30 minutes and complete the alliance chain networking in 1 day.
        Liu Wenjing introduced that in the past three years, JD digital technology has mainly used the blockchain technology to build a trusted supply chain and made many achievements in commodity traceability. In 2020, it will continue to invest in the infrastructure of the trusted supply chain and make more innovative attempts in the field of digital finance, including the promotion of electronic warehouse receipts, ABS solutions, and supply chain finance. "From trusted supply chain to digital finance, all are based on digital supply chain trade finance. This is a relatively large scene in the future." Liu Wenjing said. In terms of underlying technology, anti quantum cryptography, multi voice contract engine and editable blockchain will be introduced to promote the rapid integration of various technologies and applications and provide more secure and reliable technical services.
        In terms of independent innovation and ecological construction, JD blockchain adheres to the principle of "open source is trustworthy", builds a blockchain alliance network, and cooperates with more ecological partners to build and share. At the same time, we will increase investment in open-source communities, work with JD cloud, universities and urban developers to jointly promote the construction of China's blockchain standards and develop more innovative applications.
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