A Premium Pet Food Brand
?Challenge
Pet food safety incidents frequently exposed; consumers are extremely sensitive about ingredient sources and product authenticity. The brand faced rampant counterfeits on a major e-commerce platform, with counterfeit share at one point exceeding 30% and consumer complaints averaging 200+ per month. Lacking effective anti-counterfeit verification, consumers struggled to distinguish genuine from fake, and the counterfeit problem severely eroded brand reputation. Simultaneously, price wars among different distributors on e-commerce platforms caused the brand's official flagship store sales to continuously decline.
!Solution
One-product-one-code anti-counterfeiting + ingredient traceability + scan membership system. Every bag/can of pet food assigned a unique anti-counterfeit code; consumers scan for instant authenticity verification and view main ingredient origins, supplier information, and quality inspection reports. Each batch's raw material lots are associate-recorded with finished product lots, enabling forward and backward traceability from ingredients to final product. Scan page doubles as membership registration entry; registered members enjoy pet health records, feeding advice, exclusive discounts, and other value-added services. Diversion identification system traces abnormally low-priced SKUs on e-commerce platforms through scan traceability to pinpoint diverting distributors.
Results
Counterfeit complaints dropped from 200+/month to single digits (98% reduction); consumer scan verification rate stabilized above 70%. Online channel pricing system restored; brand official flagship store sales grew 56%. Scan membership system accumulated over 150,000 active members; repurchase rate up 42%. Ingredient traceability transparency became a key pillar supporting the brand's premium positioning; average order value steadily increased 18%.