[{"data":1,"prerenderedAt":662},["ShallowReactive",2],{"page-\u002Fzh-hans\u002Fguides\u002Fdigital-links-smart-packaging":3,"related-\u002Fzh-hans\u002Fguides\u002Fdigital-links-smart-packaging":642},{"id":4,"title":5,"author":6,"body":7,"category":6,"description":629,"extension":630,"heading":6,"heroImage":6,"heroImageAlt":6,"layout":631,"meta":632,"navigation":633,"ogImage":634,"path":635,"publishedAt":636,"sections":6,"seo":637,"sourcePath":638,"stem":639,"updatedAt":640,"videos":6,"__hash__":641},"pages\u002Fzh-hans\u002Fguides\u002Fdigital-links-smart-packaging.md","如何用 digital link 增强你的智能包装",null,{"type":8,"value":9,"toc":616},"minimark",[10],[11,12,13,17,22,36,43,59,76,91,94,97,107,114,125,136,143,150,154,170,176,185,192,230,234,256,265,272,275,282,293,300,307,311,317,323,335,342,351,361,367,371,377,395,402,412,419,426,430,437,452,461,468,475,482,488,495,499,505,523,533,542,552,556,562,573,576,585,600,607],"div",{},[14,15,16],"p",{},"传统产品包装向智能包装的演进正处于临界点：企业寻求最精准的物品追踪，以精简供应链并提升可追溯性；消费者则要求透明度和深入的产品可见性成为常态。本指南将说明如何用 digital link QR 码把智能包装带到新的层次，为品牌、零售商、终端用户和所有利益相关方提供所需的信息和互动机会。而且方式很简单。",[18,19,21],"h2",{"id":20},"什么是智能包装digital-link-又与之有何关系","什么是智能包装，digital link 又与之有何关系？",[14,23,24,25,29,30,35],{},"智能包装（也称主动式包装或智能化包装）是指其功能",[26,27,28],"strong",{},"借助技术得到增强和扩展","的产品包装（从 ",[31,32,34],"a",{"href":33},"\u002Fproduct\u002Fgs1-qr-codes\u002F","GS1 QR 码","到传感器、标签和其他创新系统）。",[14,37,38,39,42],{},"采用智能包装的物品可以对环境作出反应、与外部设备或其他物品通信，并",[26,40,41],{},"连接到网络","成为物联网的一部分。从传统包装到智能包装的持续转变，是更广泛的数字化转型进程的一部分。",[44,45,46],"figure",{},[47,48,49,52],"picture",{},[50,51],"source",{},[53,54],"img",{"alt":55,"height":56,"src":57,"width":58},"什么是智能包装，digital link 又与之有何关系",618,"\u002Fimages\u002F2023\u002F03\u002FWhat-is-smart-packaging-and-what-have-digital-links-got-to-do-with-it-1024x618.jpg",1024,[14,60,61,62,65,66,75],{},"随着全球各行各业越来越多的企业在 COVID-19 疫情带来的冲击之后彻底重塑其供应链战略，使其变得",[26,63,64],{},"更具韧性、更可持续、更开放","（正如 ",[31,67,74],{"href":68,"rel":69,"target":73},"https:\u002F\u002Fwww.ey.com\u002Fen_it\u002Fsupply-chain\u002Fhow-covid-19-impacted-supply-chains-and-what-comes-next",[70,71,72],"noreferrer","noopener","nofollow","_blank","Ernst & Young 近期的研究","所示），智能包装解决方案很快就将成为新的标准。",[14,77,78,79,82,83,86,87,90],{},"因为智能包装使品牌能够“从摇篮到坟墓”",[26,80,81],{},"在细粒度层面追踪物品","，更高效地监控和管理库存与物流，轻松地与利益相关方",[26,84,85],{},"共享产品信息","，并在此过程中采集大量",[26,88,89],{},"可付诸行动的实时数据","。",[14,92,93],{},"但传感器（更不用说带 wi-fi 功能的芯片）可能价格不菲，尤其对于低利润率的产品制造商而言。所以，比如说给一包糖加上 GPS 追踪器，并不太划算。",[14,95,96],{},"digital link QR 码登场。",[14,98,99,100,103,104,90],{},"digital link QR 码是",[26,101,102],{},"让产品上线联网并创建物品数字孪生的最经济、最灵活的方式","。通过将成熟的产品标识符（例如 GTIN）与 URL 结合，digital link QR 码实现了",[26,105,106],{},"实体产品与其虚拟版本之间的双向通信",[14,108,109,110,113],{},"这样一来，供应链中的任何参与者，包括消费者和终端用户，都可以获取他们所需的信息，并用智能手机、专用应用或扫描设备",[26,111,112],{},"与产品互动","。与此同时，所有事件都被记录下来，物品状态在中央集中更新。",[14,115,116,117,120,121,124],{},"而这一切只需",[26,118,119],{},"在产品包装上印一个 QR 码","，就能让包装更智能、更美观、更整洁。是的，因为单个 digital link QR 码可以根据品牌设定的特定标准",[26,122,123],{},"将访问者重定向到不同的平台和内容类型","（专业类、法律类、营销导向类等）。",[44,126,127],{},[47,128,129,131],{},[50,130],{},[53,132],{"alt":133,"height":134,"src":135,"width":58},"而这一切只需在产品包装上印一个 QR 码，",619,"\u002Fimages\u002F2023\u002F03\u002FAll-this-simply-by-printing-a-QR-Code-on-the-product-packaging-1024x619.jpg",[14,137,138,139,142],{},"因此，如果你使用 digital link QR 码，就无需在包装上放置多个 QR 码、Datamatrix 和其他码。而且很快，你也将能够",[26,140,141],{},"摆脱 EAN 码","，因为到 2027 年底，digital link QR 码将成为 POS 结账的标准。大量的包装空间将重新腾出，可用于设计和品牌塑造。",[14,144,145,146,149],{},"智能包装与 digital link 的潜力是巨大的，应用更是不计其数。以下是几个例子，展示",[26,147,148],{},"关键业务功能在多大程度上可以借助 digital link 得到改进","，但请时不时回到这里看看，因为本指南会持续更新！",[18,151,153],{"id":152},"用支持-digital-link-的包装提升供应链可追溯性","用支持 digital link 的包装提升供应链可追溯性",[14,155,156,157,161,162,165,166,169],{},"采用 ",[31,158,160],{"href":159},"\u002Fgs1-digital-link\u002F","digital link QR 码","的智能包装能够在整个供应链中实现",[26,163,164],{},"对物品的实时、细粒度追踪","。单个产品可以从生产到搬运和分销、零售，以及",[26,167,168],{},"售后阶段","被全程跟踪。",[14,171,172,173,90],{},"每一次扫描 QR 码所采集的新信息都会在线同步，汇入",[26,174,175],{},"一个完整、动态且实时更新的物品视图",[44,177,178],{},[47,179,180,182],{},[50,181],{},[53,183],{"alt":153,"height":56,"src":184,"width":58},"\u002Fimages\u002F2023\u002F03\u002FImprove-supply-chain-traceability-with-digital-link-enabled-packaging-1024x618.jpg",[14,186,187,188,191],{},"这对于",[26,189,190],{},"增强可追溯性和透明度","至关重要，为制造商（能够快速识别问题并立即采取纠正措施）、业务伙伴、服务提供商和消费者带来诸多益处。",[193,194,195,199,205,211,217,223],"ul",{},[196,197,198],"li",{},"除此之外，创建产品的“活”的数字孪生使以下事项成为可能：",[196,200,201,202],{},"从根本上改进",[26,203,204],{},"库存管理",[196,206,207,210],{},[26,208,209],{},"减少浪费","及相关成本",[196,212,213,214],{},"更好地追踪",[26,215,216],{},"订单履行",[196,218,219,220],{},"更有效地管理",[26,221,222],{},"产品召回",[196,224,225,226,229],{},"实施",[26,227,228],{},"防伪","措施",[18,231,233],{"id":232},"通过-digital-link-简化对包装法规的合规","通过 digital link 简化对包装法规的合规",[14,235,236,237,240,241,245,246,250,251,255],{},"关于",[26,238,239],{},"环境标签和产品信息","的新的、更严格的要求正在全球范围内实施。",[31,242,244],{"href":243},"\u002Fnews\u002Fenvironmental-labels-france-italy\u002F","法国和意大利的新包装法规","、",[31,247,249],{"href":248},"\u002Fnews\u002Feuropean-wine-label-reform\u002F","欧洲的葡萄酒标签改革","、美国的 FDA 营养成分标签，以及即将到来的",[31,252,254],{"href":253},"\u002Fzh-hans\u002Fguides\u002Feuropean-digital-product-passport-dpp\u002F","欧盟数字产品护照","，都只是冰山一角。",[44,257,258],{},[47,259,260,262],{},[50,261],{},[53,263],{"alt":233,"height":56,"src":264,"width":58},"\u002Fimages\u002F2023\u002F03\u002FSimplify-compliance-with-packaging-regulations-through-digital-links-1024x618.jpg",[14,266,267,268,271],{},"digital link QR 码提供了一个安全、开箱即用的解决方案，可",[26,269,270],{},"在无需额外数据载体的情况下遵守多项法律","。事实上，最棒的一点是，全球合规可以通过同一个码来实现，而这个码还能追踪产品在供应链中的进展、采集消费者洞察并触发营销行动。",[14,273,274],{},"从某种意义上说，“智能包装”这个词本身似乎就是为 digital link QR 码而发明的……",[14,276,277,278,281],{},"在实践中，你所要做的就是",[26,279,280],{},"将不同的在线资源连接到同一个 digital link QR 码","：借助我们的产品页面编辑器，这可以轻松完成。",[14,283,284,285,288,289,292],{},"当消费者用智能手机读取时，该 QR 会向他们呈现",[26,286,287],{},"一个类似 link-in-bio 的页面","，包含基本信息和链接，以便快速访问所有强制性信息。借助我们的 digital link 平台，你还可以通过插入产品的 GTIN 来",[26,290,291],{},"自动填充这些产品页面","，然后进行编辑以获得最高的安全性。",[14,294,295,296,299],{},"digital link QR 码还可以被设定为",[26,297,298],{},"根据变量显示基于情境的内容","，例如位置、一天中的时间、扫描 QR 所用的设备类型等等。",[14,301,302,303,306],{},"例如，在英国读取橄榄油瓶上 digital link QR 的人，看到的",[26,304,305],{},"信息和链接","将不同于身处印度或美国的另一个人。",[18,308,310],{"id":309},"通过-digital-link-qr-码更好地吸引消费者","通过 digital link QR 码更好地吸引消费者",[14,312,313,314,90],{},"总体而言，QR 码至少在过去十年间一直在提供更高层次的客户体验。从即时奖励到视频教程、无纸化说明书，以及餐厅酒吧里无处不在的数字菜单，",[26,315,316],{},"QR 在许多方面已经成为品牌与消费者互动以及无中介关系的常态",[14,318,319,320,90],{},"以至于举例来说，Coca-Cola 正在推行一项为期 3 年的计划，要在其所有产品上加入 QR 码。该公司的全球首席营销官 Manolo Arroyo 表示，QR 是",[26,321,322],{},"周围最未被充分利用的媒体载体",[14,324,325,326,334],{},"Danone 负责“设计到交付”数字化转型的副总裁 Sumathi Manjunath 呼应了 Arroyo 的观点，她表示",[31,327,330,331,90],{"href":328,"rel":329,"target":73},"https:\u002F\u002Ffoodinstitute.com\u002Ffocus\u002Fdanone-predicts-uptick-in-qr-codes-on-consumer-goods-packaging\u002F",[70,71,72],"迄今为止 QR 技术",[26,332,333],{},"很少被发挥到其全部潜力","还有大量的商业机会有待通过 QR 码的高级应用来开启。",[14,336,337,338,341],{},"digital link QR 码的附加价值在于，同一个码始终触手可及地印在产品包装上，就能提供访问",[26,339,340],{},"众多与营销相关体验","的入口，从加入忠诚度计划到在社交平台建立联系、参加竞赛、上传用户生成内容、订阅自动补货服务、在品牌自有的购物平台上直接购买，以及许许多多其他体验。",[44,343,344],{},[47,345,346,348],{},[50,347],{},[53,349],{"alt":310,"height":56,"src":350,"width":58},"\u002Fimages\u002F2023\u002F03\u002FEngage-consumers-better-through-digital-link-QR-Codes-1024x618.jpg",[14,352,353,354,357,358,90],{},"对营销人员来说尤其令人兴奋的是，",[26,355,356],{},"影响购物行为的信息和内容","可以即时提供，并且就在货架旁边，正当购买意向即将转化为实际交易的时刻：",[26,359,360],{},"在销售点",[14,362,363,364],{},"采用 digital link QR 码的智能包装将产品转变为",[26,365,366],{},"最有效的品牌渠道。",[18,368,370],{"id":369},"用-digital-link-释放现实世界的分析和超凡脱俗的营销","用 digital link 释放现实世界的分析和超凡脱俗的营销",[14,372,373,374,90],{},"正如我们上文在讨论智能包装对供应链的影响时所提到的，digital link 使品牌能够",[26,375,376],{},"在终端用户购买产品之后依然跟踪它们",[14,378,379,380,383,384,387,388,391,392,383],{},"某个产品在店内",[26,381,382],{},"被互动过多少次","？",[26,385,386],{},"哪些信息","被查看过？消费者花了",[26,389,390],{},"多少时间","阅读这个页面或观看那个视频？在哪里？由什么类型的",[26,393,394],{},"买家画像",[14,396,397,398,401],{},"诸如此类的延伸产品生命周期数据可以借助 digital link QR 码采集，用各种额外维度和",[26,399,400],{},"宝贵的消费者洞察","扩展一件物品的故事。",[14,403,404,405,408,409,90],{},"基本上，市场上的任何物品都会成为",[26,406,407],{},"下一代商业智能的一个数据点","。你说大数据（Big data）？",[26,410,411],{},"未来是巨数据（HUGE data）",[14,413,414,415,418],{},"而且产品追踪并不止于 POS。只要实施了有效的行动号召以及引人入胜的内容和机制，",[26,416,417],{},"在家中发生的","或者说购买之后发生的 QR 码扫描都可以被捕获。这些知识进一步丰富了品牌对其客户产品使用情况的了解，也可能启发新的循环商业模式。",[14,420,421,422,425],{},"在这样的情形下，很容易想象出若干",[26,423,424],{},"基于情境的场景","，其中特定内容或量身定制的活动由日期、时间、位置、语言、行为、天气等因素触发。",[18,427,429],{"id":428},"用-digital-link-轻松认证物品并打击假冒","用 digital link 轻松认证物品并打击假冒",[14,431,432,433,436],{},"假冒产品是全球企业面临的一个重大问题，每年给它们造成数十亿美元的收入损失，同时",[26,434,435],{},"破坏品牌声誉","和客户信任。",[14,438,439,440,443,444,447,448,451],{},"虽然假货通常与",[26,441,442],{},"服装配饰以及奢侈品","整体相关联，但假冒也影响到",[26,445,446],{},"制药产品、食品","（尤其是婴幼儿营养品）和",[26,449,450],{},"消费电子产品","等，仅举几例。",[44,453,454],{},[47,455,456,458],{},[50,457],{},[53,459],{"alt":429,"height":56,"src":460,"width":58},"\u002Fimages\u002F2023\u002F03\u002FEasily-authenticate-items-and-fight-counterfeiting-with-digital-links-1024x618.jpg",[14,462,463,464,467],{},"digital link QR 码通过将实际物品与其唯一的数字孪生相连，提供了",[26,465,466],{},"一种快速简便的方式来验证产品的真实性","，从而帮助品牌打击假冒。",[14,469,470,471,474],{},"与价值链中的任何其他参与者一样，消费者只需简单扫描就能获取关于任何给定产品所需的全部信息，包括其",[26,472,473],{},"来源地","、生产日期、保质期等，这有助于他们判断产品是否为正品。",[14,476,477,478,481],{},"如果某一批产品出现真伪问题，公司可以快速轻松地",[26,479,480],{},"准确查明这些产品的来源","以及是谁售出的。",[14,483,484,485,90],{},"这使它们更容易在潜在麻烦演变成重大问题之前将其识别出来，并帮助它们在必要时",[26,486,487],{},"更快地采取行动",[14,489,490,491,494],{},"最后，采用 digital link 的智能包装使制造商更容易与客户共享产品信息，以建立信任和忠诚度。digital link QR 码可以提供详细的产品描述、图片、视频、",[26,492,493],{},"客户评价","等，让客户对其购买更有信心，并鼓励回头消费。",[18,496,498],{"id":497},"用-digital-link-让智能包装更具无障碍性","用 digital link 让智能包装更具无障碍性",[14,500,501,502,90],{},"越来越多的人要求改善盲人和视障人士获取产品信息的途径。因为如今的无障碍包装",[26,503,504],{},"不仅仅是更容易打开的包装，而是真正智能的包装",[14,506,507,508,511,512,515,516,519,520,90],{},"残障人士，以及老年人，都与其他任何人享有同样的权利去",[26,509,510],{},"获取营养成分","和成分表、",[26,513,514],{},"处置说明","，以及任何可能帮助他们做出更明智购买决定的细节。更不用说针对有害材料的",[26,517,518],{},"产品召回关键警示","或",[26,521,522],{},"过敏原声明",[14,524,525,526,529,530,90],{},"digital link QR 码可以通过实施",[26,527,528],{},"音频朗读标签","来提供无障碍内容。当被为视障用户设置的设备或专用移动应用读取时，这些 QR 可以直接",[26,531,532],{},"切换到信息的音频版本",[44,534,535],{},[47,536,537,539],{},[50,538],{},[53,540],{"alt":498,"height":56,"src":541,"width":58},"\u002Fimages\u002F2023\u002F03\u002FMake-smart-packaging-more-accessible-with-digital-links-1024x618.jpg",[14,543,544,547,548,551],{},[26,545,546],{},"将 digital link QR 码与触觉标记配合使用","，帮助用户在产品上定位到该码，或许是消除障碍、包容更多人群的更直接、更可持续的解决方案，能够与一个关键受众群体建立牢固的关系（全球约有 4000 万盲人，还有近 ",[26,549,550],{},"2.5 亿中度至重度视力障碍者","），并为可能很快成为强制性的无障碍要求做好准备。",[18,553,555],{"id":554},"通过-digital-link-qr-码将产品与智能家居系统相连","通过 digital link QR 码将产品与智能家居系统相连",[14,557,558,559,90],{},"最后，谈几句关于智能包装与 digital link 的一个用例，它有望在不久的将来成为",[26,560,561],{},"真正的游戏规则改变者",[14,563,564,565,90],{},"某种形式的家庭自动化（智能家电、虚拟助手、增强型安防系统等）的家庭渗透率预计",[31,566,569,570],{"href":567,"rel":568,"target":73},"https:\u002F\u002Fwww.statista.com\u002Foutlook\u002Fdmo\u002Fsmart-home\u002Fworldwide",[70,71],"到 2027 年将在全球达到近 30%，",[26,571,572],{},"全球收入超过 2000 亿美元",[14,574,575],{},"切入这个快速增长的市场，或许是产品制造商最有前景的机会，但怎么做呢？",[44,577,578],{},[47,579,580,582],{},[50,581],{},[53,583],{"alt":555,"height":56,"src":584,"width":58},"\u002Fimages\u002F2023\u002F03\u002FConnect-products-with-smart-home-systems-via-digital-link-QR-Codes-1024x618.jpg",[14,586,587,588,591,592,595,596,599],{},"想象一下，只需用智能冰箱内置的摄像头（或用移动应用）扫描一块奶酪上的 digital link QR 码，关于这款乳制品的所有信息就会与家庭自动化生态系统共享，并自动而神奇地设置",[26,589,590],{},"保质期提醒","、推荐",[26,593,594],{},"食谱","、将其加入每周菜单、指导正确的",[26,597,598],{},"存储","方式等等。是的，这已经成为现实。",[14,601,602,603,606],{},"而且这不仅适用于食品。任何物品，从打印机到衣物，都可以借助 digital link QR 码被",[26,604,605],{},"激活并连接","到更大的智能家居环境中。商业机会无穷无尽。",[14,608,609,610,615],{},"那么，你是否渴望使用 digital link 来改进你的包装并让它变得智能？请通过 ",[31,611,614],{"href":612,"rel":613,"target":73},"mailto:info@digital-link.com",[70,71],"info@digital-link.com"," 联系我们的专家，快速开始吧。",{"title":617,"searchDepth":618,"depth":618,"links":619},"",3,[620,622,623,624,625,626,627,628],{"id":20,"depth":621,"text":21},2,{"id":152,"depth":621,"text":153},{"id":232,"depth":621,"text":233},{"id":309,"depth":621,"text":310},{"id":369,"depth":621,"text":370},{"id":428,"depth":621,"text":429},{"id":497,"depth":621,"text":498},{"id":554,"depth":621,"text":555},"如何用 digital link QR 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