Fenmei Packaging One Box One Code Technology Helps Mengniu Traceability + Strategy

On the morning of July 18, at the headquarters of RT-Mart in Shanghai, Mengniu Dairy, Fanmei Packaging, WeChat and RT-Mart jointly announced the launch of a traceability + strategy. Mengniu will take the lead in applying the first one-pack and one-code traceability technology pioneered by the Fenmei Packaging industry, and work with RT-Mart and WeChat to achieve the upgrade of its "Selected Ranch" product information traceability function, and comprehensively improve consumers' experience of milk consumption from online and offline.

After the press conference, a signing ceremony and media communication meeting of Mengniu Fenmei One Box One Code Technical Cooperation Agreement were held. The signing of the cooperation agreement means the beginning of a more accurate era of digital traceability in dairy industry.

One-box, one-code technology is the Mengniu Ecosphere Innovation Project launched by Mengniu Dairy and Fenmei Packaging last year. The first application product, "Selected Ranch 2.0", is expected to be launched at the end of the year. Thanks to the adoption of the one-box, one-code technology pioneered by the Fenmei packaging industry, each packaging box of the selected ranch products will have an exclusive and unique QR code printed on it, which is equivalent to adding a "ID card" and a mobile Internet entrance to each product. After scanning with a smartphone, consumers can easily access WeChat Scan and Mengniu's marketing platform. This not only realizes more accurate traceability of the production batch of each package of products, milk source and other information, but also integrates and realizes more rich lifestyle experiences brought by WeChat, including payment, red envelopes and points promotions, etc. From then on, milk is no longer a single product, but also a diversified cultural consumption, bringing consumers a new consumption experience.

Bai Ying, executive vice president of Mengniu, said: "The cooperation between Mengniu, Fanmei, WeChat and RT-Mart Supermarket is a practice guided by the Internet + thinking. It means a better Mengniu product and service experience to consumers and more innovative service application opportunities for partners. For Mengniu, the use of one-box and one-code technology can assist in the construction of a consumer and enterprise big data platform based on mobile Internet, which will be an important milestone in the implementation of the digital Mengniu strategy. Through the benign interaction between Mengniu products, consumers and partners, Selected Ranch will build a mutually beneficial interconnected ecosystem."

Bi Hua, CEO of Fenmei Packaging, introduced: "The newly revised China's Food Safety Law will be implemented on National Day. It stipulates that the state establishes a full-process food safety traceability system, and food producers and operators should establish a food safety traceability system in accordance with the provisions of this law to ensure food traceability. One-box and one-code technology improves the information function of packaging, provides information traceability tools necessary for safety traceability, and has broad market prospects. In the information structure of the industrial chain in the future, the application of one-box and one-code technology can even be further extended to the recycling and reuse of packaging waste, and constructs a complete industrial information chain and big data resources. This is the value brought by the combination of packaging technology innovation and mobile Internet. Fenmei Packaging aims to add value to customers by giving customers new marketing and management capabilities. Fenmei is very honored to gain Mengniu's trust and provide assistance to Mengniu's traceability + upgrade."

The companies participating in this cooperation conference are a powerful alliance. Mengniu Dairy is one of the dairy giants, selling more than 10 billion cartoned milk products every year. It has always achieved remarkable achievements in brand leadership, channel penetration and digital innovation capabilities. As the second largest supplier of sterile packaging coils, Fenmei Packaging will provide support for the digitalization of the dairy industry chain. WeChat is a very influential social life platform in China, while RT-Mart is a very large-scale well-known and high-quality terminal shopping channel in China.

From left to right: Bai Ying, Executive Vice President of Mengniu, Shan Rongqin, Brand Director of Mengniu Marketing Department, Zhou Li, General Manager of RT-Mart East China Operations, and Bi Hua, CEO of Fenmei Packaging Co., Ltd.

Mengniu Dairy and Fanmei Packaging Cooperation Signing Ceremony