The beer industry, as a typical track in the fast-moving consumer goods sector, is currently confronted with multiple challenges such as fragmented consumption scenarios, shallow user interaction, and inefficient channel control. Traditional marketing relies on offline promotions and advertising placements, making it difficult to precisely reach consumer needs and even less capable of accumulating user assets. One-product-one-code marketing for beer products endows each bottle/case with a unique digital identity, transforming the "QR code on the bottle cap" into an entry point for deep connection between the brand and consumers as well as channels. It builds a full-chain digital growth system from production traceability, terminal sales promotion to user operation, opening up a closed-loop path of "precise reach - efficient conversion - long-term repurchase" for the brand.

Beer consumption has a strong contextual attribute, ranging from family dinners to nightclub entertainment, from festival celebrations to casual drinking. User demands vary significantly in different scenarios. One-code-per-item marketing builds a three-dimensional profile of "scene - user - channel" for brands through the accumulation of scanning code behavior data: when consumers scan codes to participate in activities, the system automatically records information such as purchase time, location, and frequency, and combines LBS positioning technology to identify high-frequency consumption scenarios (such as business district bars and community convenience stores). Brands can adjust their product mix and marketing strategies based on scene portraits. For instance, they can launch an "Scan the code to get a chauffeur coupon" campaign for the summer night economy scene, or design an interactive "Collect bottle caps to exchange for kitchenware" for the family consumption scene, achieving precise "tailored to each individual" reach.

At the channel end, the circulation chain of beer products is long and has multiple levels. Cross-selling and slow terminal sales are common pain points. One-product-one-code marketing achieves full-channel visual management through a "channel code + dynamic incentive" mechanism: bind a regional sales code to each product, scan the code to track the logistics trajectory, quickly locate the source of unauthorized goods, and maintain the stability of the price system. Meanwhile, activities such as "terminal scanning code rebate" and "Display compliance Reward" are designed to link sales data with the interests of distributors and enhance their enthusiasm for distribution. Through this model, a certain brand has increased the terminal sales rate, accelerated the inventory turnover in the channel, and formed a channel ecosystem of "price control - efficiency improvement - win-win".

At the user operation level, beer brands need to transform from "product suppliers" to "life scene partners". One-code-per-product marketing, through the interactive design of scanning codes, turns a single purchase into the starting point for maintaining long-term relationships: consumers can scan codes to participate in raffles, unlock brand stories, and join the membership system. Brands, in turn, push customized content based on user profiles (such as new product tasting and music festival tickets), and even collaborate with catering platforms to launch cross-border services like "scan codes to order meals and enjoy discounts", enhancing user stickiness. This "interaction - service - ecosystem" operation model can not only increase the repurchase rate of users, but also expand the brand's influence through social sharing.

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