Play function: anti-counterfeiting + marketing, the essence is concentrated

 

    If your understanding of variable data is still limited to digital sequences and barcodes used for anti-counterfeiting traceability and anti-collision inquiries, such as the most common electronic regulatory code for drugs, it is somewhat “OUT”. With the rapid development and popularization of mobile terminals such as mobile phones, two-dimensional codes have gradually replaced one-dimensional codes on product packaging and labels, and become the direct entrance to the mobile Internet. While not changing the original anti-counterfeiting traceability system, it has also greatly improved Experience and ease of use for variable data queries. Is it just that? of course not. Compared with the timeliness, orientation, accuracy, and tactility emphasized by the mobile Internet, the simple anti-counterfeiting traceability query function is low-end and cold, and it is not enough to exert the real potential energy of the QR code. At present, the function of QR code is expanding from traditional anti-counterfeiting requirements to marketing functions based on the Internet of Things and big data.

 

    Take a simple example, with QR code as the carrier, manufacturers can use lottery to encourage consumers to shop and scan codes, enhance customer stickiness by means of points, and gradually establish direct information between manufacturers and end consumers. channels, and access to massive customer information resources. Based on this, we can further grasp the different preferences of consumers in various regions and the sales dynamics of products, and then arrange product development and production purposefully, carry out targeted product marketing and promotion, improve production and sales efficiency, and effectively reduce costs.

 

    It is no exaggeration to say that in today's mobile Internet model, a small QR code may even become a fulcrum for the transformation and upgrading of a traditional industry.

 

    Play application: field + capacity, that's not a problem

 

    In my country's huge fast-moving consumer goods market, any single product has a huge demand for variable data printing. In the past, the variable data used for anti-counterfeiting traceability was limited to products with high added value and prominent anti-counterfeiting needs, such as medicines, health products, alcohol, milk powder, etc., and QR codes for marketing applications have also begun to be used. A large number of them appear in the fields of daily chemicals, food, beverages, tobacco and alcohol. Taking the domestic beverage industry as an example, the annual output exceeds 150 million tons, of which the output of bottled water is nearly half, and there are about 150 billion bottled water labels. It is understood that high-end brands such as Baisui Mountain and Kunlun Mountain are brewing the application of QR code, which will be put on the market soon.

 

    With such a huge demand for variable data printing, how can there be no matching high-speed, high-capacity printing equipment? In this regard, it can be completely solved by the extremely advantageous inkjet technology. At present, the running speed of mainstream UV inkjet equipment is about 70m/min, and the high-speed can even reach or exceed 150m/min, which can fully meet the printing needs of this massive variable data. Play with personality: color + variety, it is so high-profile With the development of digital printing technology, especially inkjet technology, variable data is no longer limited to conventional black barcodes, numbers, etc., but gradually develops to color and personalization.

 

    In addition, those anti-counterfeiting schemes and applications of QR codes combined with color character sequence, color rotating variable text, and color texture for anti-counterfeiting, etc., all break through the single, traditional black variable data form, adopt color and more personalized Design.

 

    Not only that, in order to encourage consumers to scan the code while preventing a single product from being repeatedly scanned or scanned before the product is consumed, manufacturers have also made ingenious designs for the printing position of variable data, such as using scratch-off silver to cover the second. New methods such as part of the dimensional code, adding print check data bits to the bite inside the cigarette case, and spraying codes or check bits on the front and back of the flexible packaging at the same time emerge one after another.

 

    So, how to turn these creative designs into reality? Of course, it is necessary to have corresponding color variable data printing equipment, and at the same time improve the flexibility of the digital printing unit to adapt to changes in various processes.