---
title: "MiDuo Big Data Wang Jinghua: One Product One Code, Why Is It the Biggest Trend for FMCG Brand Transformation and Upgrading in 2018?"
description: "At the 2018 FMCG + Internet Conference held in Chengdu on March 18-19, 2018, Wang Jinghua, founder of MiDuo Big Data Engine, delivered a speech on why \"One Product One Code\" is the biggest trend for FMCG brand transformation and upgrading. He argued that establishing a user account system, normalizing the application of one product one code, and privatizing user data assets are key to success, using the example of Apple surpassing DELL in ten years."
author: "王敬华"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2018-03-29"
language: "en"
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# MiDuo Big Data Wang Jinghua: One Product One Code, Why Is It the Biggest Trend for FMCG Brand Transformation and Upgrading in 2018?

> At the 2018 FMCG + Internet Conference held in Chengdu on March 18-19, 2018, Wang Jinghua, founder of MiDuo Big Data Engine, delivered a speech on why "One Product One Code" is the biggest trend for FMCG brand transformation and upgrading. He argued that establishing a user account system, normalizing the application of one product one code, and privatizing user data assets are key to success, using the example of Apple surpassing DELL in ten years.

On March 18-19, 2018, the "FMCG + Internet Conference," one of the largest and most influential industry summits in China's FMCG sector, kicked off in Chengdu. Over 70 leading enterprises and industry experts, along with more than 1,000 well-known brand owners, attended this **grand gathering of digital innovation for brands and channels**, including industry giants such as **Coca-Cola, Yili, Pepsi, Qiaqia, Blue Moon, Wrigley, Nestlé, and Nongfu Spring**, to discuss core issues around "new products, new models, new channels, new marketing, and new communication."

△**Founder of MiDuo Big Data Engine** Wang Jinghua

Wang Jinghua, founder of MiDuo Big Data Engine (hereinafter referred to as "Wang Jinghua"), was invited to deliver a speech titled **"One Product One Code: Why Is It the Biggest Trend for FMCG Brand Transformation and Upgrading in 2018?"** The topic **"The Gap Between DELL and Apple: 10 Years, 30 Times!"** immediately awakened the audience. Apple took only ten years to pull DELL down from its dominant position. Why? Wang Jinghua argued with three viewpoints: **"user account system as the center," "normalization of one product one code applications," and "privatization of user data assets."** Shortly after taking the stage, Wang Jinghua brought the atmosphere to a climax.

**The War of User Account Systems Intensifies**

Apple's success lies in having "Apple ID," Xiaomi's success lies in having "Xiaomi Account," and Alibaba's success lies in its two major account systems: Taobao Account and Alipay Account. In the DT era, Alibaba's layout reveals that its core competitiveness can be summarized as "two principles": any online platform not centered on the Taobao account system is either acquired or merged and then shelved; any offline channel not centered on the Alipay account system is either invested in or controlled and then transformed. The sole purpose behind this is to build a "Maginot Line" based on the centralization of user assets. [The "Maginot Line" is used to refer to things that appear impressive but are actually useless.]

The internet economy is truly a people-oriented economy. The account system, as a crucial data structure component, was initially designed to support business data. However, as development progresses, the long-tail value of accounts becomes increasingly prominent, and the potential massive data power in the market cannot be ignored.

**User System = Products + User Data**

With the advent of the internet and DT era, many brand owners have recognized the importance of obtaining consumer data. Emerging brands, more or less, possess internet thinking and can be considered to have seized the trend; when making any external decision, they first choose to "let consumer data speak." What about traditional enterprises? Traditional thinking limits their ideas. In fact, traditional enterprises have always valued internal data asset management such as personnel, finance, and materials, but they often lack external consumption data and retail data. Brand owners often cannot directly contact consumers; they must rely on media and channel distributors for interaction. In sales, channel distributors become a barrier to directly reaching consumers. Once products leave the warehouse, subsequent retail data is deposited into downstream channels, and brand owners have never fully grasped the final consumer data. In advertising, brand owners' media placements are fragmented and complex, making it impossible to continuously track consumers. **Obtaining first-party user data has always been a challenge.**

"The closest and most direct communication bridge between consumers and brands is actually the 'product' itself. Products are the best entry point for communication, and they naturally enable full interaction with consumers. Turning 'product sales' into 'brand traffic' is the communication channel that CMOs must prioritize." **Competition between small and medium brands and large brands is inevitable. Both parties need to establish their own user account systems and return to the product itself to "make a statement." This might be the correct way for traditional enterprises to transform.**

**Implement the One Product One Code Strategy, Embed Internet Genes, and Embark on the "Road to Successful Transformation"**

Wang Jinghua believes that for traditional FMCG enterprises to embark on the path of digital transformation, they must first understand the "essence of the Internet of Everything." The Internet of Everything refers to the interconnection of "people" behind objects, and the key is the interconnection of unique user identification codes among the user account systems of the brand owners to which each item belongs. Therefore, all enterprises must strengthen the association of **"high stickiness and strong interaction between brands and consumers,"** especially FMCG enterprises. In marketing, they should appropriately abandon the traditional "one more bottle, one more can" model, which cannot achieve two-way interaction between consumers and brands. Such marketing only boosts sales for that month or quarter, but in internet marketing, it is insufficient, after all, this is an era where "data reigns supreme."

Image source: Paixin

**The Essence of the Internet of Everything**

**Is the Interconnection of "People" Behind Objects**

True internet marketing treats products as traffic entry points, transforming the most primitive "one more bottle" into interactive marketing activities that give consumers a sense of participation, allowing consumers to enjoy benefits while leaving personal information data through interaction, enabling enterprises to better understand what consumers like.

The simplest way to achieve this goal is "One Product One Code." **Through One Product One Code, products are transformed into touchpoints that form relationships with consumers, turning products into traffic entry points for Internet+. This way, terminal routes can be transformed into a "honeycomb," allowing enterprises to better understand product flow, endow products with marketing functions, and reduce investment in intermediate links.** In this code-scanning era, information transmission after each scan can save enterprises a large amount of terminal communication costs, and each promotional message can be accurately delivered to consumers. Moreover, each scan connects to the real consumer group. **"One Product One Code" collects real consumption data, including core user information and profiles. Only when brands firmly grasp users' first-party data can they achieve the business essence of "deeply binding users."**

**Real-time Data Analysis**

**Deeply Understand One Product One Code and Choose the Right Service Provider**

The vast majority of FMCG enterprises are at a shallow understanding stage of One Product One Code. First, they think One Product One Code is simply scanning codes to send red packets; FMCG profits are too thin, red packet costs are too high, and enterprises cannot afford it.

Second, they consider it a phased promotional activity; after the activity ends, from the perspective of sales increase alone, the effect seems insignificant.

**MiDuo Promotional Interaction Prize Claim Process**

Third, they think One Product One Code is just setting prize rules based on budget, without considering the difference between One Product One Code and the traditional "one more bottle." After setting prizes, they neither check, manage, nor ask, wasting promotional expenses.

Fourth, they think the One Product One Code system is just a software tool, available everywhere, and any one can be used. They do not seriously consider users' scanning demands, interactive experience, and concurrency. As a result, the software cannot support users' scanning needs, leading to mismatched rewards and demands, low claim rates, poor scanning experience, affecting users' brand perception, and when scanning volume increases slightly, the system crashes.

Finally, they think the data from One Product One Code is useless. Many One Product One Code software lack a user management system, cannot automatically build a user account system at the moment of customer scanning, and fail to organically link with official account followers, turning scanned data into dead data with no mining value.

**MiDuo Big Data Engine uses three "changes" to help traditional FMCG enterprises change their previous "ignorance" of One Product One Code.**

**Change in Cognition:** One Product One Code is the best entry point for low-cost, zero-distance, barrier-free interaction between brands and users. "Normalization of One Product One Code applications" is a goldmine of brand value.

**Change in Strategy:** One Product One Code is not only for consumers; it should set different types of codes based on channel, terminal, and consumer types. Various code types should be interrelated and correspond to user account systems of different user types. At the same time, adjust scanning strategies based on feedback to achieve greater returns with minimal investment.

**MiDuo Big Data Engine · Platform Ecological Value Map**

**Change in Genes:** The user data obtained based on "normalization of One Product One Code applications" and "privatization of user data assets" should become the gene for all actions of the marketing department. In the future, all brand owners may not need a sales department, but they will definitely need a marketing department based on user data. The marketing department should not simply set up an operational position for One Product One Code; all staff should use it.

While most FMCG brands are still in the "can't understand" stage of One Product One Code, we find that all enterprises that have successfully applied One Product One Code are typical top-leader projects because it greatly changes the operational logic of the marketing system and affects the vested interests of relevant people to some extent. Only when the top leader makes up his mind can success be possible.

As a leading figure in the One Product One Code industry, MiDuo Big Data Engine is hailed as **"the central nervous system of the marketing department."** With its original "full-scenario code assignment" concept and "empty code assignment" technology, it assigns a unique digital identity code to each product - the MiDuo scenario code. Different marketing incentives are set for the three core roles in retail scenarios: consumers, sales promoters, and channel distributors. The more you buy, the better you sell, the more rewards you get.

**MiDuo Big Data Structure System Diagram**

Through data analysis and mining, it provides enterprises with analysis of user profiles, user needs, and marketing effects, achieving visualization of important consumption data and retail data. It effectively manages channels, allowing both enterprises and consumers to achieve "what you see is what you get" in a true sense. It continuously operates on users who scan codes and follow the official account, turning consumers into fans, fans into loyal members, deeply binding users with "codes," and also achieving **privatization of user assets.** **It helps enterprises achieve all-channel sales increase, fan growth, and halved costs without changing existing sales channels.**

**All-Channel Digital Monitoring**

**Master the Four Skills of "Explosion, Fun, Mind Share, and Community Marketing" to Enter the Normalization of One Product One Code Applications Ahead of Time**

**Explosion:** Find the core pain points and key people in the marketing system. Start implementing One Product One Code with new products or single products, conduct closed pilot in local areas, and under a clear budget, fully utilize the internet characteristics of One Product One Code. In the early stage, offer 100% high-value prizes, then gradually reduce the prize ratio and amount, simultaneously start giving points, and after periodic evaluation, promote on a large scale.

**Fun:** After the first stage of red packets ends, start matching coupons and cross-industry alliance resources to reduce costs, launch points redemption, simultaneously implement member grading and privilege stratification, and moderately strengthen customer retention.

**H5 Page IP-ization**

**Mind Share:** After solving the moderate customer retention rate, use low-cost IPs from popular Tencent and iQiyi dramas and posters of newly released movies, and occupy the target users' minds through packaging, promotional materials, code-scanning pages, etc.

**Leveraging Film and TV IPs, Creative H5 Embedding Product Information**

**Community Marketing:** After basically completing the occupation of users' minds and the accumulation of user data, establish a dedicated team (or outsource) for new media operations, strengthen broad coverage of potential users, further obtain user data, and use the user profile system in the big data engine backend to analyze users' "original data, scenario data, behavior data, and transaction data" in real time. Fully implement user classification, member grading, and privilege stratification, use content as the core driving force to penetrate communities, and completely integrate into the ocean of community marketing.

**MiDuo's exploration in the One Product One Code ecosystem has created a new model for user asset management and data-driven marketing in the era of consumption upgrading.**

**Even the Smallest Brand Has Its Own Big Data Engine**

In five years, the companies around us will all become big data companies. If enterprises are compared to cars, then big data is the fuel. Every enterprise needs a big data engine to drive continuous development.

Finally, Wang Jinghua firmly believes that times change, but the essence remains unchanged. MiDuo Big Data Engine will lead the FMCG industry to dispel the false cloud of "transformation powerlessness" and jointly build an ecosystem with "user system" as the core, "normalization of One Product One Code applications," and "privatization of user assets."

Click **Read Original** to see more highlights of the 4th FMCG + Internet Conference...

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