Not only leads to chaos in the price system, affecting the profits of brand owners, but also easily makes dealers and consumers lose confidence in products and brands, providing competitors with opportunities to seize the market. At the same time, the monitoring cost of fake goods and channeling goods is high, and the verification is difficult, which makes it difficult for brand owners to regulate the management of dealers, resulting in low arrival rate of terminal promotion prizes or concessions, and it is difficult to improve the end user experience. Therefore, how to effectively solve the problem of transshipment has become an urgent topic for brand owners to discuss.

The emergence of one thing one code technology provides brand owners with a new digital management strategy, which effectively prevents the occurrence of the phenomenon of transshipment. Through one thing and one code, brand owners can integrate anti-channeling, anti-counterfeiting, marketing traceability and other functions into one, realize the rapid circulation and sale of products, and manage dealer management, product logistics management, channeling information collection, market inspection management and other functional modules through computers, PDAs or apps. This digital management model can automatically carry out early warning of transshipment, comprehensively prevent and eliminate transshipment behavior, create a healthy and good market sales atmosphere, improve brand image, and stabilize the market.

Taking wine enterprises as an example, through the data-based management of a bottle of one yard, wine enterprises can monitor the whereabouts of each bottle of wine. No matter where the goods are circulated, the liquor company can conduct real-time logistics information query through the background. When consumers buy and consume goods, just scan the QR code on the bottle cap, and the data of where the goods are consumed will appear in the database of the background. If the actual consumption of the goods does not match the logistics information, then it can be concluded that there is a phenomenon of dealers channeling goods. This method not only improves the verification efficiency of the behavior of transshipment, but also reduces the monitoring cost.

In addition to preventing transshipment, one thing one code technology also has a powerful anti-counterfeiting function. After purchasing the product, consumers can only see the QR code when they open the package, and each product corresponds to a unique QR code. Consumers can easily identify the authenticity of goods by scanning the QR code. This technology effectively avoids counterfeits, cross-goods, fraudulent claim and other drawbacks, protects the rights and interests of consumers, and enhances the credibility of the brand.

However, in order to realize the digital management of one thing and one code to prevent transshipment behavior, a safe and stable management system is needed. At the same time, the anti-channeling behavior can not be implemented unilaterally, but needs to use one thing one code digital marketing services, so that consumers can participate in the interaction, in order to facilitate the return of consumption data. Therefore, the anti-channeling phenomenon control of goods also needs to be combined with digital interactive marketing, with consumers participating in interaction as an interface to obtain data, to achieve a win-win situation between marketing and anti-channeling supervision.

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