The fast-moving consumer goods industry, due to its rapid product iteration, complex channel hierarchy and wide terminal coverage, has long been confronted with chronic problems such as counterfeiting and price chaos, imbalance in regional markets and damage to brand value. Cross-selling not only disrupts the price system, causing the profits of distributors to shrink, but also weakens consumers' trust in the brand, ultimately restricting the large-scale development of enterprises. The anti-counterfeiting system, with a unique digital identity assigned to each product, builds a full-chain traceability system from production, circulation to the terminal. It drives the upgrade of channel control with the dual wheels of "technology + data", and has become a core tool for fast-moving consumer goods enterprises to restructure channel order and achieve sustainable growth.

Traditional anti-counterfeiting measures rely on manual inspections and regional sales restrictions, which have problems such as limited coverage, delayed response and high costs. The one-production-one-code anti-counterfeiting system deeply binds anti-counterfeiting information with products through "physical identification + digital encryption" technology: each product has an independent digital code. By scanning the code, key data such as production batch, logistics trajectory, and sales area can be associated, forming an unalterable "digital ID card". Brands can monitor the flow of products in real time. When the system detects that products from a certain area have abnormally flowed into other markets, it will automatically trigger a warning mechanism to quickly locate the source of counterfeiting, achieving a transformation from "passive investigation and handling" to "active prevention and control". This full-process visual control can not only reduce the inspection cost but also optimize the channel layout through data accumulation.

The root cause of the problem of unauthorized distribution lies in the imbalance of channel benefit distribution and information asymmetry. The one-product-one-code anti-counterfeiting system reconstructs the channel ecosystem through a "dynamic incentive + data feedback" mechanism. On the one hand, the system sets up dynamic incentive policies such as scanning code rebates and display compliance rewards for distributors, directly linking compliance operation with interests and enhancing the enthusiasm of terminal distributors for distribution. On the other hand, brands can track indicators such as sales rate and inventory turnover rate in each region based on scanning code data, identify high-potential markets and slow-moving areas, and dynamically adjust supply strategies and promotional resources to avoid cross-selling caused by regional supply and demand imbalance. Through this model, a certain fast-moving consumer goods brand has reduced complaints about channel cross-selling, increased the profit margin of distributors, and formed a virtuous cycle of "price control - efficiency improvement - win-win".

Anti-counterfeiting is not only a means of channel control, but also the cornerstone of brand value protection. The one-product-one-code system builds a consumer trust system for brands through scanning behavior analysis: when consumers scan the code to verify authenticity, the system simultaneously displays product quality inspection reports, traceability information, and other contents, strengthening the awareness of "genuine product guarantee". Meanwhile, brands can identify the circulation paths of counterfeit goods based on the scanning data, and work with law enforcement departments to precisely crack down on the production and sale of fake goods, maintaining market order. This dual guarantee of "technical anti-counterfeiting + data traceability" can not only enhance consumers' loyalty to the brand, but also provide trust support for new product promotion and high-end strategy.

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