The first domestic electronic label functional beverage is about to go online!

On the occasion of the 51st "World Environment Day", Dongpeng Special Drink Classic Bottles will push the environmental protection version: "tear off" the physical label and replace it with electronic label, opening a new chapter of industry wisdom and carbon reduction! It is understood that the classic bottled Dongpeng special drink in the electronic label version will be sold in full cases (24 bottles/case) in e-commerce channels starting from June.

Tear off the colorful plastic label, leaving a transparent plastic bottle body, Dongpeng Beverage Group in the end for what? When you finish your drink and throw the bottle into a trash can that is classified as recyclable, do you think the bottle can be completely recycled? This is not the case, because only PET bottles can be reused as recycled materials, while PVC label paper on the bottles cannot be decomposed naturally. First, acidic substances and toxic gases are generated during the treatment process. At the same time, it cannot be separated by simple flotation during garbage recycling. It takes a lot of manpower and material resources to tear off the real labels from the bottles, which is neither environmentally friendly nor greatly increases the recycling cost.

From this point of view, Dongpeng special drink tearing off the physical label actually reduces the use of plastic from the source of production and improves the recycling efficiency. It is understood that the bottle body uses 100 recyclable PET materials. It is estimated that 6 PET bottles can be recycled into an umbrella and 13 PET bottles can be recycled into a raincoat. However, after the brand tore off the physical label, many consumers have a common concern, "environmental protection is environmental protection, but how do I know whether it is a real drink or a fake drink? Does this not make Sanwu products popular?"

This can not be difficult to explore the digital Dongpeng beverage group for many years. Domestic and foreign beverage brands have launched label-free products before, but Dongpeng's special feature is to digitize the label. Unlike Master Kang and Pepsi, which use laser printing technology to display the core product information on the bottle body, Dongpeng's first electronic label functional beverage in China solves the problem of brand information transmission through the digital means of "one bottle, one code". Consumers can clearly see the raw material, efficacy, production date, batch, manufacturer and other information of the product by scanning the two-dimensional code on the lid. While taking into account the dual needs of brand information transmission and low-carbon environmental protection, it also opens up channels for direct dialogue between brands and consumers, which is more interactive.

In addition, based on the differences in consumption scenarios, tearing off the physical label will not make consumers lose the joy of buying. Indeed, traveling through colorful labels, spending a few dollars to pick and choose, or being poked by a bottle pattern, or being moved by a sentence on the bottle, or buying just because of the star idol on the bottle... This is the shopping happiness that belongs to consumers, but this kind of consumption scene is usually aimed at buying a single bottle of beverage, while the electronic label version of Dongpeng Classic Bottles is sold in whole boxes, and the consumption scene is different, the demand is not exactly the same. Some consumers said: "If you buy a whole box, for the sake of environmental protection, I think it doesn't matter whether there is a physical label."

Dongpeng's first introduction of electronic label environmental protection products is not an unconventional move, but stems from the company's powerful digital genes. "In China's beverage industry, Dongpeng's digitization should be the best," said Lin Muqin, chairman of Dongpeng Beverage Group. In the fast consumer goods industry, Dongpeng Beverage is the first batch of enterprises to implement digital transformation. As early as 2015, Dongpeng Beverage took the lead in launching the "one thing, one code" bottle cap scanning activity. This brand-new mobile Internet marketing method, with the help of a small bottle cap QR code, not only solves the problem of consumers' difficulty in awarding prizes, but also makes products an entrance to traffic. The precipitated user big data provides a powerful tool for Dongpeng to analyze consumer demand, formulate marketing strategies and enhance product competitiveness.

On the basis of "one thing, one code", Dongpeng has continuously explored the industry-leading "five-code association" digital marketing management system, that is, by associating the "five codes" including production batch code, bottle cap inner code, bottle cap outer code, carton inner code and carton outer code, it plays different functions for different groups and business scenarios, and organically connects consumers, terminal merchants and distributors. The two-dimensional code on which the environmental protection electronic label is based is the bottle cap outer code in the "five codes". Originally, it was mainly used for bottle box association during factory production, which is convenient for traceability management of storage and logistics. With the disappearance of physical labels and the birth of electronic labels, this environmentally friendly product is naturally integrated into the omni-channel digital management system of Dongpeng Beverage. It can not only carry out efficient management of the whole life cycle of the product, but also empower this environmentally friendly product in the future.

It is understood that after years of digital development, Dongpeng Beverage has built a leading intelligent marketing solution in the industry. Big Data controls the sales of products in real time, greatly improving the efficiency of channel management and sales management. It not only opens up the data link from factories to more than 200 million terminal merchants, but also improves the consumption experience and drives the re-purchase rate through digital marketing and real-time interaction with consumers. At present, Dongpeng beverage has accumulated more than 0.14 billion users who do not repeat scanning codes.

Moreover, for Dongpeng Special Drink, although this is the first time to launch an electronic label functional beverage, there is no need to work hard to cultivate consumption habits. One is because from consumers to merchants, Dongpeng Beverage Group has been cultivating the market for several years through activities such as scanning codes and receiving red envelopes. The second is that code scanning has become a national habit. As Lin Muqin said, "Compared with the previous two years, one of the major changes in Chinese life is that code scanning has entered thousands of households due to the epidemic. People used to scan electronic labels and were worried about information exposure or something, now people are used to scanning yards every day."