Moutai upgrades anti-counterfeiting technology after fake wine incident
The fake Kweichow Moutai liquor with Chinese zodiac signs was authenticated as real in Kweichow Moutai's own store, which caused a stir recently. Kweichow Moutai is taking action to maintain its corporate image and brand reputation.
On the evening of June 28, the official account of Kweichow Moutai released a message saying that in recent days, Moutai has successively held special scheduling meetings, organized special training courses to improve product identification skills, accelerated the upgrading of Kweichow Moutai's anti-counterfeiting technology, etc., to deepen the construction of product anti-counterfeiting system, improve identification professional skills, and upgrade anti-counterfeiting technology.
Kweichow Moutai has also upgraded the anti-counterfeiting technology of Longmao. The company said that on June 27, the new anti-counterfeiting technology of the 500ml Kweichow Moutai bottle cap had entered the fourth round of testing. After passing the test, the company will officially use the new anti-counterfeiting technology of the bottle cap in the near future to upgrade the anti-counterfeiting of Kweichow Moutai, and new anti-counterfeiting products will be launched one after another.
Late in the night of June 22, Moutai conducted self-examination on the situation where fake Moutai Zodiac Wine was identified as real in its own store, saying that "it reflects the weak links in the company's product identification process management."
Kweichow Moutai said in the news that on June 24, Wang Li, deputy secretary of the Party Committee and general manager of Moutai Group, presided over a meeting at the Moutai Conference Center to study the company's product identification system construction and improvement related matters. The meeting made it clear that the "Kweichow Moutai Co., Ltd. Product Identification System Construction and Improvement Plan" would be formulated and issued, and a working group for the construction and improvement of the product identification and anti-counterfeiting system of Moutai Co., Ltd. would be established.
In order to further strengthen the product identification capabilities of Moutai market rights protection personnel, a special training course to improve Moutai product identification skills was held in Moutai from June 27th to 28th. Guided by the improvement and enhancement of existing problems in identification management work, the course strengthened identification capabilities through special training. All Moutai market rights protection personnel participated in the training throughout the entire process in both online and offline forms.
During the training, Moutai’s senior identification experts provided special identification skills training to all Moutai’s market rights protection personnel, focusing on product identification knowledge and identification techniques such as Aged Kweichow Moutai, Zodiac Kweichow Moutai, Treasure Kweichow Moutai and Classic Kweichow Moutai.
It is reported that in addition to special training, Moutai will also carry out regular training, periodic training and other improvement measures on a regular basis to continuously build a rights protection team with "more outstanding team capabilities and better customer service" and strive to create a high-level, sophisticated and cutting-edge identification team.
Kweichow Moutai stated that in the next step, Moutai will continue to increase its investment in Moutai liquor anti-counterfeiting research and development, strengthen the in-depth integration research of various cutting-edge technologies and product entities, make good use of modern information technology to enhance anti-counterfeiting capabilities, continuously optimize the product anti-counterfeiting traceability system, and increase intellectual property protection efforts.