「行业深度」2021年中国酒类防伪行业市场现状及发展趋势 区块链防伪溯源技术成趋势

在我国酒类流通市场中，犯罪分子为了谋取利益制造假冒伪劣酒品，酒企常年与“假冒产品”抗争，长期进行产品防伪投入，但是网络环境的发展使得制假手段越来越隐秘，假酒案件依旧频发。

In our wine-flowing market, where criminals are constantly fighting against “false products” for the purpose of producing counterfeits and bad products for their own gain, the development of the network environment has led to the growing secrecy of the means used to manufacture counterfeits, and cases of counterfeiting continue to be frequent.

近年来国内区块链技术的发展为酒类防伪提供了新的思路，区块链能够真实记录酒类产品整个生产流通的过程，实现酒品生产信息及流通信息的不可篡改，从根本上保证商品溯源的真实可靠性，因此越来越多的酒企业开启区块链防伪溯源工程。

Developments in domestic block chain technology in recent years have provided new ideas for alcohol prevention, enabling the chain to record the entire process of production of alcohol products in a true way, making information on the production and circulation of alcohol in an immutable way, and fundamentally guaranteeing the true reliability of commodity traceability, which has led to an increasing number of alcohol businesses starting to work on the chain of protection against forgery.

国家及相关机构、企业也共同推动酒类区块链防伪溯源的发展，未来国内酒类区块链防伪溯源渗透率有望进一步提升。

The State and relevant agencies and enterprises are also promoting the development of the wine block chain against fraudulent traceability, which is expected to increase further in the future.

酒企长期进行产品防伪投入，但假酒案件依旧频发

长期以来，我国假冒伪劣酒类商品问题较为突出。产品的假冒伪劣不仅直接给产品消费者带来身心健康的威胁，还给产品形象带来毁灭性的打击，进而影响正品品牌。

For a long time, the issue of counterfeiting of cheap and cheap liquor products has become more acute in my country. The counterfeiting of products poses a direct threat to the physical and mental health of consumers, as well as a devastating impact on the image of products, which in turn affects the brand of the real product.

为此，我国酒企长期在与“假冒产品”抗争，在产品防伪投入的道路上勤勤恳恳，采用的产品防伪技术也在不断更新换代，酒类防伪技术由最传统的二维码防伪、电码防伪、印刷防伪技术到如今的RFID技术防伪和NFC技术防伪等。

For this reason, our wine company has long fought against “false products”, has worked hard on the road to prevent products from being used, and is constantly updating the techniques used to protect them from counterfeiting, using the most traditional two-dimensional technologies, codes against forgery, printing against forgery, the current RFID technology against forgery, and the NFC technology against forgery.

但是，近年来网络信息技术的进步和普及，网络环境引发了假冒伪劣犯罪手段、组织模式的变异升级，制售假酒犯罪出现“道高一尺魔高一丈”的现象，商标侵权，制作、售卖假酒等案件依旧频发。茅台、五粮液等高档名酒是被假冒的“重灾区”，但平价品牌酒也是制假售假的对象。

However, in recent years, advances in and the spread of cyber-information technologies have led to an escalation in the online environment of counterfeiting of criminal methods and organizational patterns, a “one-foot-up” phenomenon in the manufacture of counterfeit alcohol, a trade-mark infringement, and the production and sale of fake alcohol. High-quality liquor, such as parchments and five-food fluids, is a pseudo-traffic area, but price-free brand wine is also the object of counterfeiting.

2021年1月，青海省就破获了一起特大酒类制假售假犯罪案，查获假冒品牌白酒3.5万瓶，半成品25吨，涉案金额达1.7亿元，被假冒的名酒品牌主要为茅台、洋河、五粮液、五粮春等。

In January 2021, Qinghai Province solved a case of pseudo-sale crime involving the counterfeit branding of 35 thousand bottles of white wine and 25 tons of semi-finished wine, amounting to 170 million yuan, with the counterfeit brands of wine mainly poo-tai, Yoo Ha, 5 grain fluid, 5 grain spring, etc.

区块链技术为酒类防伪提供新思路

block chain technology provides new ideas for alcohol protection against forgery

不过，近年来我国区块链技术发展迅速为酒类流通防伪提供了一种新的解决思路。区块链技术是利用块链式数据结构来验证与存储数据、利用分布式节点共识算法来生成和更新数据、利用密码学的方式保证数据传输和访问的安全、利用由自动化脚本代码组成的智能合约来编程和操作数据的一种全新的分布式基础架构与计算方式。

However, the rapid development of block chain technology in recent years has provided a new solution to alcohol circulation prevention. Block chain technology is a new distributed basic structure and calculation of data using a block chain data structure to validate and store data, use distributed node consensus algorithms to generate and update data, use cryptography to secure data transmissions and access, and use smart contracts made up of automated script codes for programming and operating data.

区块链技术具有去中心化、不可篡改、透明性、可追溯性等特性，它能够真实记录酒类产品整个生产流通的过程，实现酒品生产信息及流通信息的不可篡改，从根本上保证了商品溯源的真实可靠性。

The block chain technology has the characteristics of decentralization, inflexibility, transparency, traceability, etc., which allows for a true record of the entire flow of alcohol products, makes information on the production and circulation of alcohol inescapable and provides a fundamental guarantee of the true reliability of the origin of the goods.

众多酒企已经开启区块链防伪溯源工程

Many liquor companies have started the block chain anti-prosperity project

目前，贵州茅台、五粮液、洋河股份等酒企已经开启了区块链防伪溯源工程。2012年，贵州茅台便投资约1.8亿元启动茅台酒流通追溯体系建设，提升茅台酒防伪功能，并且于2013年放弃传统特殊的装置防伪方式，改采用NFC防伪方案，2017年，贵州茅台正式与蚂蚁金服合作，提供了关于国酒茅台的正品防伪溯源的基于区块链的服务系统。

At present, liquor companies such as Maotai in Guizhou, 5 grain fluids, and Ocean River shares have started building blocks to prevent counterfeiting. In 2012, Maotai in Guizhou invested about $180 million in the construction of the Mutai Retroactivity System, upgrading the Mu riser's anti-false function, and in 2013 abandoned traditional special devices to protect against forgery, using the NFC Counterfeiting Program. In 2017, Yutai in Guizhou officially worked with an ant gold suit to provide a system of service based on the genuine anti-prime traceability of the State Liquor Station.

2017年6月，洋河股份与京东开展了区块链正品溯源技术合作，借助京东的区块链正品溯源技术，消费者可以全程追踪梦之蓝手工班的流通过程。2020年8月，五粮液发布“数字酒证”区块链防伪结合M2C模式实现全周期溯源。

In June 2017, Ocean River shares launched a block-chain orthodoxy technical cooperation with Kyundong, enabling consumers to track the circulation of Dream Blue Classes through the use of block orthopaedic orthopaedic techniques. In August 2020, the “Digital Wine” block chain was released to prevent fraudulent integration with the M2C model.

区块链防伪溯源渗透率将会进一步提升

国家近年来也在积极支持推进国内溯源体系建设以及区块链的发展。2016年12月，“区块链”首次被作为战略性前沿技术写入规划。2017年10月，《关于开展重要产品追溯标准化工作的指导意见》提出，到2020年，要基本建成国家、行业、地方、团体和企业标准相互协同，覆盖全面、重点突出、结构合理的重要产品追溯标准体系。

In December 2016, the “block chain” was first planned as a strategic front-line technology. In October 2017, the Guidelines for the Implementation of the Retroactivity Standardization of Important Products proposed that national, industry, local, group and enterprise standards should be largely in place in 2020, covering a comprehensive, focused and structured system of standards for important products.

此外，地方协会、企业及机构为推动酒类区块链防伪溯源进行了相关工作。2017年9月，区块链酒类追溯服务平台被纳入《上海市重要产品追溯体系建设示范拟支持项目公示》的112项目名单中。

In addition, local associations, businesses, and institutions have been working to promote the alcohol block chain against fraudulent traceability. In September 2017, the block chain alcohol retrospective service platform was included in the list of 112 projects in the Shanghai Model Project to Support the Development of a Retrospective System for Important Products.

2018年6月，在上海市商务委、上海市酒类专卖管理局指导下，上海商情信息中心、上海市外高桥国际酒类展示贸易中心有限公司、上海捷强烟草糖酒(集团)有限公司、上海唯链信息科技有限公司、上海追索信息科技有限公司等13家企业发起成立了“上海酒类区块链联盟”。

In June 2018, under the guidance of the Shanghai City Council of Commerce and the Shanghai City Liquor Specialized Authority, 13 enterprises, such as the Shanghai Business Information Centre, Shanghai High Bridge International Liquor Show Trade Center Ltd., Shanghai Cheyenne Tobacco Sugar and Wine (Group) Ltd., Shanghai Liquor Information Technology Ltd. and Shanghai Retrieval Information Technology Ltd., initiated the Shanghai Liquor Block Chain Alliance.

根据数据显示，2019年我国区块链技术在溯源领域中的应用占整个区块链产业应用的10%，排名第三。在国家支持区块链发展、利用区块链技术建立产品溯源体系建设下，区块链在溯源领域的应用或将进一步提高。

According to the data, the application of block chain technology in 2019 accounted for 10 per cent of the application of the entire block chain industry, ranking third. The application of the block chain in the area of traceability will be further enhanced by the State's support for block chain development and the use of block chain technology for the creation of a product traceability system.

而假冒伪劣问题一直以来是酒企、监管部门在酒类流通中关注的焦点。若区块链技术能够真正地应用到酒类防伪，这无疑是对消费者、企业和监管者的重大利好。

The issue of counterfeiting has always been the focus of alcohol companies and regulators’ attention in the flow of alcohol. If the chain technology is truly applied to alcohol prevention, it is certainly a great benefit to consumers, businesses, and regulators.

对消费者而言，公开透明的数据信息以及可溯源的技术支持，能够有效的帮助消费者了解产品的原料来源，流转过程，从而去伪存真，维护消费者权益，增加消费者对产品的信任，优化消费体验。

For consumers, open and transparent data information, as well as traceable technical support, can be effective in helping consumers to understand the source of the raw materials of the product and to move through the process in order to fake the truth, defend consumer interests, increase consumer confidence in the product and optimize the consumption experience.

对企业而言，区块链溯源能够解决酒水行业供应链产品流转及销售过程中的假冒伪劣窜货邓问题，区块链分布式的特点能够帮助企业降低中心化物流的信息处理成本，提高流转效率。不仅能够降低企业的打假成本和管理费用，还能建立品牌信誉。

For businesses, block-chain traceability can address the flow of products from the supply chain of alcohol and water and the counterfeiting of market run-offs. Block-chain distribution features can help firms reduce the cost of processing information from centralized logistics and improve the efficiency of the flow. Not only can firms reduce the costs of counterfeiting and managing them, but they can also build brand credibility.

对监管者而言，区块链溯源对酒生产销售全流程进行记录，且数据不可篡改。监管者可实时进行检查，且可追溯到之前任意时刻的数据，方便监管，并提高监管的震慑力。

For regulators, the chain of blocks records the entire process of the sale of alcohol, and the data cannot be tampered with.

未来，随着我国区块链技术水平不断发展，我国酒类防伪技术将会进一步将区块链溯源纳入防伪工程中，助力酒企实现品牌维护，提高监管的震慑力，维护消费者权益。

In the future, as the technological level of our block chain continues to evolve, we will further incorporate the block chain back into anti-false projects, assist the liquor industry in brand maintenance, increase the deterrent power of regulation and safeguard consumer rights.

以上数据来源于前瞻产业研究院《中国酒类防伪行业市场竞争与投资战略规划分析报告》，同时前瞻产业研究院提供产业大数据、产业规划、产业申报、产业园区规划、产业招商引资、IPO募投可研等解决方案。

The above data are derived from the Strategic Planning Analysis of Competition and Investment in the Markets of the Liquor Prevention Industry of China Institute of Forward-looking Industries, which provides solutions such as large-scale industrial data, industrial planning, industry declarations, industrial park planning, investment promotion in industry, and IPO fund-raising.

〖 前瞻产业研究院 〗

The Institute of Forward-looking Industries.

本文不构成投资建议，股市有风险，投资需谨慎。

This paper does not constitute an investment proposal. The stock market is at risk and investments need to be prudent.