On March 31, the China-Europe Supply Chain and Service Innovation Center (hereinafter referred to as "China-Europe Supply Chain Center") and JD Digital Technology Group (hereinafter referred to as "Jingdong Digital Science and Technology") jointly released the "2020 Blockchain Traceability Service Innovation" And Application Report ", the first in-depth study of the influencing factors and effects of blockchain retrospective application in the form of scientific research reports. As the leading research institution of the report, the China-Europe Supply Chain Center has analyzed several factors that affect and hinder the adoption of the blockchain anti-counterfeiting traceability service, and has demonstrated the application value of this service.
The report is supported by the key international (regional) cooperative research projects of the National Natural Science Foundation of China. The report data shows that after the blockchain anti-counterfeiting traceability service is launched, the brand has a significant positive effect: in the four categories of empirical analysis, users are buying After tracing the products, the sales performance of products of the same brand has improved significantly within a certain period of time. Among them, the repurchase rate of Haicheng Fresh increased by 47.5%; the sales of nutrition and health products increased by 29.4%; An increase of 16.4%. In terms of the return rate, the return rate of nutrition and health products decreased by 4.5%. The sales of fresh tracing products that simultaneously use blockchain tracing and clairvoyance video live / recording and broadcasting functions increased by 77.6%.
The report also interpreted typical blockchain retrospective practice cases such as Wyeth milk powder, Beijing-made latex pillow, Xinyulong sea cucumber, Rentou Ma Jundu, Fulinmen edible oil, and enterprise application of blockchain technology platform.
Ji Qin, director of supply chain for Wyeth Nutrition Greater China, said that since most of Wyeth's production bases are located overseas, through the traceability service of JD.com's blockchain, product traceability can fully cover overseas outbound ports, marine transportation, domestic inbound links, etc. Each can of milk powder is marked with an "identity card", clearly recording the milk powder production, circulation, sales and other links, providing consumers with real link information, thereby enhancing consumers' recognition and trust of the Wyeth brand. For sea cucumber products with high nutritional value but uneven development in the industry, how to establish the quality advantage of high-quality sea cucumber is extremely critical. Li Shuangshuang, deputy dean of Dalian Xinyulong Research Institute, believes that through the video method of "Clairvoyance" with JD.com's blockchain, the production information of all stages of "breeding-seedling-breeding-processing" of sea cucumbers has been added to the traceability, and the whole process is transparent Retrospect, which is also a force to continue to improve management standards and product quality, so that consumers can feel at ease and eat at ease.
In his speech, Lin Chen, vice president of Jingdong Group and head of the ecological business center of Jingdong Retail Group, said in his speech, "JD.com, as a supply chain-based technology and service company, has made tremendous efforts in recent years to ensure the quality of goods and services. Upgrade the blockchain-based anti-counterfeiting traceability plan, create quality traceability labels, promote intelligent system upgrades and other measures to ensure product quality management standards and efficiency, so that consumers can buy global goodies with peace of mind. "
Zhao Xiande, professor of operations and supply chain management at China Europe International Business School and director of China Europe-Pros Supply Chain and Service Innovation Center, explained the report in detail. He said, "The China-Europe Supply Chain Center and the JD.com Zhizhen Chain team have carried out several years of industry-university cooperation. As one of the pre-productions, the report is based on in-depth interviews with JD.com brand brands and empirical analysis of JD Big Data. The method has refined several factors related to the adoption of the blockchain anti-counterfeiting traceability service and has initially verified the application value of this service. In the next step, we will continue to cooperate with the JD team to carry out more research in this area. Continue to expand the data sample and add more research methods such as large-scale questionnaire surveys and experimental simulations, so as to provide more decision-making reference for service providers and users of blockchain anti-counterfeiting traceability services. "
Cao Peng, vice president of JD.com, pointed out: "Retail supply chain is the earliest application field of JD.com. In this scenario, we have accumulated rich practices and gradually iterated out more application scenarios. JD.com will also Give full play to the role of blockchain as a data circulation and connection bridge in the process of digitalization of the entire industry, and deeply integrate blockchain technology with cutting-edge technological capabilities such as AI. Jingdong Digital Technology will take 'chain AI' as a major development direction in the future , Continue to promote the application of blockchain + AI in supply chain traceability and digital finance, and promote the upgrading of industrial digitalization. "
As of the end of December 2019, Zhizhen Chain Anti-counterfeiting Traceability Platform, which provides technical support for anti-counterfeiting traceability of JD retail blockchain, has more than 1.3 billion traceability data, more than 800 partner brands, more than 70,000 commodities, more than 650 Ten thousand after-sales user visits and inquiries, covering a variety of business scenarios such as fresh agriculture, maternal and child, alcohol, beauty, second-hand goods, luxury goods, cross-border goods, medicine, supermarkets and convenience stores.
It is reported that the Zhizhen chain anti-counterfeiting traceability platform has provided comprehensive external blockchain traceability technical services, supporting the one-dimensional barcode, two-dimensional code and RFID and other coding and carrier assignment systems that conform to the GSI global unified coding and marking system, and provides the supply chain. Services such as management and control, marketing services, video reach, membership management, and data analysis.
