Ali, JD.com, Suning Double Eleven "chain" battle
Editor's Note: This article comes fromInterchain Pulse (ID: HiveEcon), Author: Mutual Chain Pulse·Jin Zuoche, reprinted by Odaily with authorization.
Editor's Note: This article comes from
Interchain Pulse (ID: HiveEcon)
Interchain Pulse (ID: HiveEcon)
, Author: Mutual Chain Pulse·Jin Zuoche, reprinted by Odaily with authorization.
Not only Ali, JD.com and other platforms have corresponding blockchain layouts. Suning even announced the "Blockchain Traceability" anti-counterfeiting technology at this year's Double 11 conference. He also stated that Suning International will use blockchain technology to stamp an "ID card" on each newly purchased cross-border imported product.
Looking back on the previous 10 years of Double 11, from price wars, logistics wars to publicity wars, it was basically the continuous innovation of the business models of each platform. This year, the 11th year of Double 11, further ushered in new technologies such as blockchain, and officially became a "technical war" among e-commerce platforms. The use of blockchain technology has become a demonstration of the technical strength of each platform, and it has also become a way for the platform to attract users.
Inter-chain pulse observation, in fact, since the "618" shopping festival last year, Alibaba, JD.com, Suning and other platforms have been using blockchain to trace the source of goods.
With the recent technical and policy conditions becoming more mature, the "chain war" of the top e-commerce platforms of Double 11 this year can be said to be more intense.
secondary title
Three Shopping Festivals in Two Years: Witness the "Blockchain War History" of Top E-commerce Platforms
It is normal for double 11 sales to increase year by year. In 2018, Tmall’s turnover exceeded 200 billion yuan, reaching 213.5 billion yuan, while JD.com’s turnover was 159.8 billion yuan.
But behind this lively carnival, there always seems to be a concern: whether the purchased products are authentic, whether the goods will be shoddy... This troubles consumers, and also troubles e-commerce platforms. As a result, the use of blockchain technology that can guarantee the authenticity of data has become the key to the traceability of commodities on various platforms, and it has gradually opened the prelude to the "technical war".
And this battle really started in "618" in 2018.
At that time, the Jingdong blockchain anti-counterfeiting traceability platform focused on categories such as mother and baby, global shopping, and alcohol. It is reported that from June 1st to June 18th, Jingdong’s total sales of blockchain anti-counterfeiting and traceability products increased by more than 200 times year-on-year.
Pei Jian, vice president of Jingdong Group, once revealed that the "Jingdong Blockchain Anti-counterfeiting and Traceability Platform" built by Jingdong using blockchain technology has attracted more than 400 domestic and foreign brands to cooperate, and realized the full traceability of more than 11,000 key commodities, with more than 1 billion pieces Trace merchandise.
At the same time, Suning.com also launched a self-developed blockchain product traceability system in both online and offline stores to ensure product quality in two lines. According to Suning's further introduction, the anti-counterfeiting and traceability application technology of blockchain products not only supports the use of Suning.com's online products, but also has been widely used in Suning's offline stores.
Later, on Double 11 in 2018, Ali launched the "all-round march" mode.
Although, the blockchain was put into the shopping festival later than JD.com and Suning. But in fact, Ali's layout in the field of blockchain traceability is earlier than the two. In March 2017, Alibaba cooperated with PricewaterhouseCoopers to create a traceable cross-border food supply chain.
On the eve of Double 11 in 2018, Ant Financial, a subsidiary of Alibaba, officially announced that it will apply blockchain technology to Tmall Double 11 for the first time, tracing the origin of 150 million cross-border commodities worldwide.
On the other hand, JD.com also stated that through the "JD Blockchain Anti-counterfeiting and Traceability Platform", it has access to many domestic and foreign brands and realized 1.2 billion pieces of data on the chain. These include Wuchang rice, Maotai, Pingwu honey and other commodities.
In a blink of an eye, this year's "618" came again.
Although, each e-commerce platform appears to be low-key in terms of blockchain traceability and has not made further publicity. However, Mutual Chain Pulse has communicated with the relevant person in charge of JD.com’s “Zhizhen Chain” and members of the blockchain team of Ant Financial, and learned that during the “618” period in 2019, both Alibaba and JD.com have applied blockchain technology to the product traceability process. middle.
So far, the blockchain traceability battle of leading e-commerce platforms has been practiced in three shopping festivals in two years.
secondary title
This year's Double 11: The blockchain secretly wrestles with different e-commerce platforms
With the advent of the "Fourth Battle" of the e-commerce platform blockchain, Suning also made a strong voice.
On October 21, Suning announced the anti-counterfeiting technology of "Blockchain Traceability" at the double 11 press conference. Jing Wei, executive vice president of Suning Technology, said that through blockchain technology, Suning International will stamp an "ID card" on each newly purchased cross-border imported product. Moreover, during this year's Double 11, Suning International will join forces with Kao, Swisse, SPA, ISDG and other cross-border brands to launch the "Authentic Product Guarantee Alliance" and release the "100 million consumer rights protection fund".
Then, on November 5, Jia Meng, strategic director of the International Business Development Center of Suning International Group, introduced at a signing ceremony that since May this year, Suning International has enabled blockchain technology to support each newly purchased cross-border import. The product is marked with a unique "ID card". At present, Suning International's blockchain technology has covered more than 50% of commodities.
JD Digital recently released the latest data, which shows that as of now, the JD blockchain anti-counterfeiting traceability platform has accumulated more than 1.3 billion pieces of on-chain data, and has carried out traceability cooperation with more than 700 brand merchants, with a total of more than 60,000 SKUs Settled in, more than 6 million after-sales user visits and inquiries.
The main battlefield of Ali and JD.com is the online scene. Both of them have traced the source of imported foreign milk powder, beauty makeup, health care products, luxury accessories, Chinese high-end wine such as Moutai, Wuchang rice, and Pingwu honey. At the same time, the Belgian diamonds that Ant mainly promotes; the "running chicken" that JD.com once launched are mostly products with the characteristics of "expensive" and "rare".
As an established retailer, Suning has transformed into a comprehensive e-commerce company, giving full play to its overseas localized supply chain and the advantages of linkage between online and offline malls, and combining blockchain technology for traceability. It can be seen that although the application scenarios of blockchain traceability are the same, the development paths of various e-commerce platforms still have certain differences.
In addition to the above-mentioned e-commerce platforms that are aggressively laying out the blockchain field, Mutual Chain Pulse has observed that Vipshop has already begun to explore the blockchain. The "ChainShare+" team incubated by it participated in the Xunlei Global Blockchain Application Competition held in July 2018 and won the second prize. The participating "Mingjingtai" project is positioned to provide production and marketing enterprises with a cloud service platform empowered by the blockchain token economy, and its application scenarios include the field of product traceability.
Blockchain technology of the three major platforms: helping the next decade of Double 11
(Tabulation: Interlink Pulse)
The platform competition, in the final analysis, is actually a duel of platform technical strength.
Inter-chain pulse statistics show that the blockchain platforms of the three major e-commerce platforms were all launched in mid-2018. Among them, Ant Blockchain supports PBFT consensus algorithm; Zhizhen Chain supports BFT consensus algorithm; Suning Blockchain supports POW, POS, DPOS, PBFT, Kafka and other consensus algorithms. At present, the TPS of Ant Blockchain and Zhizhen Chain have both reached 10,000, and the Ant Blockchain platform has reached 25,000 TPS for a single chain.
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(Tabulation: Interlink Pulse)
Alibaba and JD.com’s blockchain traceability is based on each company’s blockchain BaaS platform, making full use of their own advantages in logistics, supply chain, e-commerce sales, and digital technology to develop blockchain anti-counterfeiting verification.
Among them, Ali proposes a blockchain solution for commodity traceability based on technologies such as Alibaba Cloud Internet of Things and anti-counterfeiting labels, and builds multi-party confirmed, non-tamperable shared traceability information and full-process transaction history records to support inquiries by consumers and regulatory authorities. Authenticity and auditing, at the same time, support information sharing at multiple granularities to ensure business privacy of enterprises.
JD is an open platform for anti-counterfeiting and traceability combined with the Internet of Things and blockchain technology, combined with big data processing capabilities, and regulatory authorities, third-party organizations, and brand owners to create anti-counterfeiting and full-chain closed-loop big data analysis. Based on blockchain technology, the platform maintains safe and transparent traceability information with members of the alliance chain, establishes a mutual trust mechanism for science and technology, and ensures data non-tampering and privacy protection.
Suning is different. In July 2018, when Suning released the blockchain white paper, Yao Ping, technical director of Suning Cloud Blockchain R&D Center, revealed that the Suning blockchain platform supports alliance chain and private chain business. The consortium chain is based on the hyperledger fabric consortium chain technology, and the private chain is improved based on Ethereum technology.
Suning International launched the blockchain commodity traceability system in 2018. The system integrates all links of the industrial chain in the form of nodes to participate in the joint participation of the production, processing, transportation, circulation, retail and other links of the commodity through DNA-style tag tracking and recording. In the recently released public information, Suning also mentioned that in order to ensure that the products are authentic at the source, Suning will rely on its overseas localized supply chain.
But in fact, despite the strong support of blockchain technology, it is impossible to completely eliminate the phenomenon of counterfeit goods in the shopping process of e-commerce platforms.
On the one hand, the blockchain can ensure that the entered information cannot be tampered with, but it cannot fully guarantee the authenticity of the entered information. In the process of commodity production, transportation, and sales, there are a lot of information input links, so there is still the possibility of information falsification. On the other hand, the current blockchain of e-commerce platforms is not completely decentralized, and most of them are centralized models, and there is also the possibility that the platform side is the counterfeiter.
