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In this era of inevitable digital and intelligent wave, an overturning reform is being staged in the liquor industry. In the meanwhile, relevant documents such as Specification for Baijiu Quality Safety Traceability System and the Action Plan to Facilitate the Digitalization of Consumer Goods Industry (2022-2025)" have been released successively. That pushes the digital transformation of liquor under hot discussion. The liquor industry has stepped into a quality-oriented and brand-based value era, and it will be the top priority to enhance the industrial structure and optimize the industrial competition environment through digitalization.

According to the statistics, the market scale of China's liquor industry is 621.1 billion yuan in 2022, and it is expected to reach 769.5 billion yuan in 2026, with a compound annual growth rate of 5.5%. The market scale grows in a steady pace. Subjected to the diversification of consuming scenes and the change of consumer's demands, the main consumer group of liquor is alternating between generations, the industry structure is polarized, online consumption scene is becoming more popularized, the traditional FMCG model is changed. In terms of consumption, "people looking for goods" is converted to "goods looking for people". This has brought new opportunities and challenges for the future development of brand. Hence, digital upgrading has become inevitable move for liquor enterprises, in this process digital transformation will play a vital role in enabling businesses to respond quickly and flexibly to market changes.

There are demand pain points existing in "People+Product+Place" reconstruction of the liquor industry. For specific, operators are faced with such problems as data value mining, channel and terminal retailer control, consumer demand difference and product marketing organization control ability in respects of supply chain management, channel management, consumer marketing and data application management. Based on the digital transformation of "one code for one item" whole-business scenario, an overall plan for reconstruction of "People+Product+Place" solutions is formed at the core of product, channel and marketing digitalization, which is applicable to more application scenarios such as channel terminal control, driving sales and consumer accessibility.

I. "One code for one item" provides a new idea for alcohol anti-counterfeiting

"People" in "People+Product+Place" represents consumers, users, product opinion leaders; while "Product" represents products, quality, and brands. Fake and shoddy liquor not only causes harm to consumers' physical and mental health, but also brings devastating impact on the brand image and affects consumers' trust in the brand.

"One code for one item" Internet of things technology enables coding management of the smallest liquor unit, so that enterprises can monitor liquor warehouse-out, circulation, distribution channels as well as its sales to consumers, and form data collection and tracking in the process of "Production - Storage - Logistics - Sales". In this way, the liquor enterprises are able to achieve enterprise quality traceability, digital anti-counterfeiting, channel anti-channeling, precision marketing. What's more, consumers can find the whole process information of liquor from raw material production, processing, warehousing, logistics, terminal stores to consumers, etc. by simply scanning the QR code. With the display of whole-chain real traceability data, consumer's recognition and goodwill to the brand can be significantly enhanced.

Acctrue Technology has multiple ways of coding, such as laser coding, production line coding, packaging material pre-printing. A unique serial code can be assigned to a variety of code carriers, and a correlation can be established between different packaging levels to achieve data interconnection and sharing, facilitate digitized production of enterprises, make every commodity an Internet entrance of enterprises to get direct access to store terminals and consumers, thereby setting prerequisites for supply chain management.

II. Strengthen the channel relationship chain on data-driven basis

Among three key factors of "People+Product+Place", "Place" represents sales channels and sales scenarios. As a "Place" docking products with consumers, channels are subjected to profound changes. From traditional offline retail to online, and then to the combination of online and offline, we see progressive differentiation of different channels around "cost, efficiency and experience".

Traditional FMCG sales is largely dependent on the extensive development of marketing network of channel providers and terminal retailers. How to arrange marketing network and make reasonable control has become the key to an enterprise's development. It is necessary for the enterprise to enhance its control over marketing network by virtue of data capabilities, which is empowered by digital transformation. Data is the core element of digitalization. The traceability ecosystem assigns product with a unique code to allow collection of real, traceable and verifiable high-quality business data throughout the product life cycle. Relying on this solid digital base, the traceability system can maximize the release of data value, empower all links of the whole industrial chain, and facilitate enterprises to realize lean management and precision marketing of the whole supply chain. That will boost the brand to build digital intelligence growth engine.

Based on "one code for one item", Acctrue Technology enables enterprises to collect data of various business scenarios in the supply chain, eliminate information islands. In this way, enterprise data and upstream and downstream data of the whole industry chain can be interconnected, shared in real time and collaborated efficiently. Multi-dimensional data analysis provides enterprises with various data services of new product research and development analysis, competitive product strategy analysis, growth expectation analysis, supply chain optimization, logistics optimization analysis, sales strategy analysis, channel layout optimization, regional sales analysis, terminal sales analysis, consumer behavior analysis, building an ecological chain for enterprises to quickly respond to market demand.

III. Empower consumers, and gain layer-layer benefits by fine operation

Generally, enterprises sell traditional FMCG products to consumers via channel providers and terminal retailers, so they have little contact with end consumers. For the above, it is difficult to make interaction between enterprises and consumers.

For each online and offline marketing scenario, customized "one code for one item" marketing activities are designed to accurately control the customer's point of interest, and make flexible intervention and precision marketing according to the consumer profile. With the help of diversified node marketing activities, "Acquisition, Activation, Conversion and Retention" can be smoothly implemented to maximize the efficiency of marketing activities.

Acctrue Technology adopts digitalized marketing, and carries out diverse and combinable marketing activities such as membership management, points mall, scanning write-off and customer fission, uses flexible intervention to make accurate interaction with consumers having different preferences and profiles, thus greatly improving the conversion rate of potential customers.

For "People+Product+Place", Acctrue Technology brings a new industry perspective based on its adequate application experience in deep business scenarios. It has formed a comprehensive solution of unique construction path from production digitization, channel digitization, and marketing digitization. This allows the company to solve the core pain points of enterprises while visualizing the transparent internal requirements of the whole traceability control process, fully optimizes enterprise supply chain management and control capabilities, and help enterprises complete full-link digital transformation and upgrading that can be connected, discernable, and operable. By doing so, the efficient management is driven by data, the business model innovation is promoted, bringing smarter business!