An Infant Formula Enterprise
?Challenge
After the melamine incident, consumer trust in domestic dairy products remained persistently low. Despite massive brand investment, product homogenization was severe, with frequent returns and complaints. Consumers had strong demand for information on milk source, production process, and quality inspection reports, but lacked effective trust transmission channels. The enterprise also needed to meet strict traceability requirements under infant formula recipe registration and new national standards.
!Solution
Deployed full-chain traceability system covering dairy farm → factory → terminal. Every can of formula scannable to view milk source GPS location, dairy cow breeding records, quality inspection reports, and production batch. AI visual inspection ensures collection and association quality for every can code. System simultaneously generates traceability data reports compliant with recipe registration requirements for one-click upload to regulatory platforms. Consumer scan page also provides formula interpretation and feeding advice, enhancing brand service value.
Results
Consumer scan traceability rate reached 82%, industry-leading. Brand trust third-party survey score improved 40%. Against an overall infant formula market decline of 6%, this brand achieved 18% growth, with return rate dropping 53%. Traceability transparency became the core competitive differentiator, and the enterprise was recognized as an infant food traceability demonstration enterprise by the industry association.