With the popularization of smart phones and code scanning software, the QR code industry has slowly entered all walks of life and into the daily lives of the general public. Compared with the traditional barcode technology, the two-dimensional code has a large amount of information and a low technical threshold, and it has become an important channel connecting online and offline. At the same time, problems such as frequent safety hazards, insufficient industry supervision, and lack of measurement standards have also adversely affected many industries (especially the FMCG industry).
1. The design is lacking in the initial stage of development but the competition is small
Although everyone currently holds different attitudes and opinions on the impact of QR codes, many people still don’t know in which areas the QR code plays its role. However, it is undeniable that this technology has been integrated into our lives.
For the Internet of Things, its application is naturally more inseparable from automatic identification. Barcodes and QR codes have been generally recognized by the public. Among the two, the two-dimensional code has the characteristics of large data storage capacity and good confidentiality compared with the one-dimensional code. It can be better integrated with mobile terminals such as smart phones to form a better interactivity and user experience.
At present, the use of QR codes is not completely universal, and the lack of equipment to identify QR codes in the market plays a vital role. For general consumer users, our scanning devices are mobile phones in addition to mobile phones, but for some companies that are the first to try QR codes, professional decoding devices also include handheld and fixed scanners. The QR code industry also has various innate advantages. Its short industry chain and many application scenarios can easily stimulate the business explosion of QR code reading equipment companies. The extensive use of two-dimensional codes in the production industry has promoted the use of two-dimensional code traceability, so that one item is one code, the source can be traced, whereabouts can be checked, and responsibilities can be corrected.
2. The demand for a wide range of applications is in line with the trend of the Internet era
The O2O concept has been upgraded, the government's support for the Internet has continuously deepened the supervision of product quality, and the two-dimensional code technology has been more widely used in the field of people's livelihood. The application of QR code technology in major companies to product traceability is now indispensable in the fast-moving consumer goods industry, and it is a necessary means for a company's product guarantee and to win over consumers' hearts. For example, a fruit farmer puts a QR code on the grown fruits such as apples and pears, and the customer can scan it with a mobile phone to know the origin and growth environment of the fruit at a glance. In addition to the traceability of products, more scenarios include advertisements, coupons, etc., placing orders with QR codes on products, and rebates on selling products. There are countless cases of all kinds. Common applications in the current market include: product anti-counterfeiting, product traceability, marketing innovation, etc. It has truly achieved production balance, inventory activation, precise anti-channeling, channel management, and dissemination of consumption.
3. Lack of standards and little supervision
We are playing WeChat "Scan" every day, maybe we don't know that most of these QR codes are QR codes in Japan and PDF417 codes in the United States. But have we never heard of Chinese Han Xin code, Long Bei code, GM code, CM code? Obviously not. The fundamental reason is the lack of standards, which makes my country lack the initiative in the two-dimensional code technology. Since a unified top-level coding and analysis system has not yet been formed in China, it is difficult to achieve interconnection and intercommunication of QR codes between different symbology standards and between different application systems under the same symbology standard.
Compared with technologically advanced countries, my country’s two-dimensional code market and industry are in a relatively fragmented and messy state; there are still some fundamental and critical problems. ”Said Yang Zhigang, director of the Information Promotion Department of the Ministry of Industry and Information Technology. Therefore, some experts believe that in the era of big data, my country should strive to solve the interoperability of different code systems as soon as possible to strengthen my country’s right to speak in the technical standards of QR codes and do a good job in the top-level design of the Internet of Things. , To achieve "independence, safety and standardization."
Because of the lack of standards, there will be gaps in supervision. Experts strongly urge the relevant departments to severely crack down on the use of QR code technology to spread viruses and steal calls.
4, many malicious damages, many criticisms
With the popularization of technology, a lot of vicious competition has appeared in the market, and even the virus is known to disrupt the QR code market. This has brought certain safety concerns to some companies, and consumers are in a state of "want to scan but dare not scan" when they see the QR code. In the first half of 2012, 17,676 types of mobile phone malware were detected and killed, and QR codes have become a new channel for the spread of mobile phone viruses and phishing websites. These malwares cause scan code panic and scan code disputes, which require a lot of government supervision.
With the advent of the mobile Internet, consumer behavior has quietly changed. Traditional market segmentation has shifted to consumer group segmentation, traditional advertising communications have shifted to social media communications, and traditional marketing channels have shifted to O2O dual-channel channels. The company’s business model has shifted to the Internet + business model, and traditional marketing methods are bound to shift to social marketing.