Mcking chairman dai xinping accepts RFID world network reporter exclusive interview.

New retail related to public transport seems to be not quite two industries, however, is a technology enterprise from shenzhen to two relations close up, the enterprise was named shenzhen Wallace circle information technology co., LTD. (hereinafter referred to as the circle).

In 2017 in shenzhen, shenzhen, circle independent research and development of on-board multi-function bus qr code this device was awarded the "outstanding product award", under the premise of its payment in compatible with the original bus, joined in the support for the qr code to pay, pay on the bus for qr code in the field of popularization provides the foundation; At the same time, along with new retail concept gradually osmosis, industry application of electronic shelf label (ESL) more and more, such as the box Ma Xian birth, super species in this kind of new retail formats, electronic shelf label basic has been popular, in the future, its application in the industry more almost unstoppable trend.

Surface, on-board this device with the electronic shelf label seem less relevant, both of them are applied to the key technology is the same, namely the NFC technology, this is the very strong Michael circle area, it also can play the root cause of the two industry application. Fortunately, the RFID world network reporter recently interviewed Mr. Dai xinping, the general manager of maihuan, and the following is the overall excellent sharing.

Dai xinping shenzhen maihuan information technology co., LTD. General manager.

RFID world network reporter.
Hello, dai, can you introduce the shenzhen maihuan information technology co., LTD?

Dai Xinping: shenzhen Wallace circle information technology co., LTD. (hereinafter referred to as Michael circle) was established in 2012 at the end of the year, with focus on "intelligent life" wisdom city "related" intelligent equipment product development, production and sales, Michael circle has made breakthrough progress in the NFC technology research, and successfully applied to the research and development products. The mai ring main products include mobile phone NFC air prepaid phone platform, NFC electronic shelf label and super solution shelf sticker, bus qr code and IC card system cloud inductor card platform, etc., products are innovative application of NFC technology, and achieved some results.

The mai ring is a young, vigorous technology enterprise. Over the years, the company has gained more than a dozen intellectual property rights, including invention patents, utility models, appearance patents and software Copyrights. We have the qualification of ISO9001 quality management system, and have won the honor of double soft enterprise, AAA credit enterprise and national high-tech enterprise successively.
RFID world network reporter.
Last year, shenzhen, circle independent research and development of on-board multi-function bus qr code this device won the China international hi-tech fair organizing committee awarded prize of excellent products, compared with the same products industry, what are the main features and advantages of it? What was the purpose of developing the product?

Dai xinping: the car multi-function card machine independently developed by meihuan can win the excellent product award, first of all, thanks to the organizing committee.

Michael ring have been familiar with the transportation sector, the company main core personnel are from bus IC card industry, I engaged in the research and development work in the bus IC card industry for many years, has more than ten years in the field of public transport IC card technology accumulation, on bus IC card industry have a profound understanding and rich experience, the company backbone members and hosted the Beijing, tianjin, shenzhen, guangzhou and other first-tier cities (panyu) bus subway IC signature project research and development.

Is precisely relies on the transportation sector, we believe that with the popularity of smartphones and qr code has been widely used in all walks of life, to say the micro letter qr code and pay treasure to pay in the past two years has universal qr code, combined with the central bank acknowledged that qr code payment status, qr code to pay more to open the floodgates, fire and transportation sector as a qr code to pay is not into the plate, finally will also use, qr code to pay will be widely used in city IC card to pay.

Therefore, the payment terminal tools must be replaced by a multi-function machine compatible with a traditional IC card. Is precisely based on this consideration, Michael circle layout in advance, invest a lot of manpower and independent research and development a new generation on-board multi-function bus qr code this device series products and cloud platform, in early 2017, the first developed car multi-function bus qr code card slot, for "cashless era, bus travel easily pay" intelligent terminal equipment and a complete set of solutions, and running successfully in Beijing and other places.

Compared with similar products, Michael circle at the beginning of research and development personnel in product design were conducted extensive market research, in both the original IC card, such as mobile NFC payment at the same time, increase the qr code payment function, its main characteristic is:

1. Independent security encryption chip +TOKEN technology;

2, support for multiple payment: support qr code card, non-contact IC card, the ministry of construction standard, the ministry of communications connectivity flash card, bank to pay, the citizens of each city card, mobile NFC, smart wear and so on many kinds of payment; Support real-time online, also support offline transaction, greatly facilitate passengers, realized the "cross-platform" bus toll terminal breakthrough, is a real multi-function card reader;

3, set the qr code scanning and rf area respectively, noninterference, perfect support opened NFC mobile phones to pay qr code, the circle of on-board multi-function qr code at the same time support the qr code inductor and NFC payment functions;

4, industrial level, product design staff give full consideration to the installation of various vehicles need and the complex on-board environment, USES a variety of seismic, anti-interference, dust-proof waterproof technology, fully comply with non-contact IC trucks carrying equipment of various national standards and industry standards;

5. The first certification in the product industry through 3C certification;

6. Have own cloud card platform system, provide a full set of solutions for one-card users!

7. The one-card system supports the segmented charge, which is the advantage of the Michael circle;

8. Besides the standard functions, the product can also increase the application and service of GPS positioning function and voice news station function according to customers' requirements.

RFID world network reporter.
What do you think of the future development of the transportation one-card industry? What is the layout of the future in this area?

Dai xinping: in 2017, transportation payment is the focus of mobile payment wars. Pay treasure and WeChat successively introduced a qr code to the traffic field payment scheme, and rapid fall to the ground, many industry, reviews the development of traffic qr code 2017, said no imagine to speed so fast. Unlike the qr code technology, NFC technology has a good development under the promotion of unionpay and mobile phone manufacturers in 2017, and the ODA technology and Pay scheme have actually been implemented.

In the field of transportation innovation, NFC has the ODA and online pre-authorization of unionpay, and the qr code has been implemented quickly through dual offline and bluetooth. The qr code has a user base, and NFC has a faster experience.

When Michael ring car multifunctional qr code in the design of inductor with two kinds of payment function, whether the user can choose which kind of payment method, if the customer chooses coil car multifunctional qr code of this device, it is very good choice.

Although alipay and WeChat successively introduced a qr code to the traffic field payment scheme, and rapid fall to the ground, but each city equipment installation is not one pace reachs the designated position, need a certain amount of time.

RFID world network reporter.
Electronic shelf label in some new retail formats are used more and more, like a box of Ma Xian super species, and some shops, etc., Michael circle electronic shelf label among them is how to locate? Compared with the peers (such as Beijing east, hanshuo, etc.), what are the advantages and characteristics of the mai lap products?

Dai xinping: the electronic shelf tag is another major product in the circle. In 2013, the NFC electronic shelf tag was a stunning display, attracting the attention of many industry visitors and receiving government funding.

Location:

Domestic electronic shelf label market at present although the recovery, but big businesses use or not, especially in the entity shop online sales, hit the entity merchants are willing to pay to transform the store will not. Circle of target item in store is not much, but the store a lot of all kinds of fresh store chains, community, maternal and child stores, no shops, petrochina and sinopec gas station shop, etc., the store is not big, investment is relatively high, easy to be accepted by the customer;

Each company's products have their own characteristics and advantages, and the products of the circle have their own advantages. We use the characteristics of our products and service quality to attract customers.

First of all, the circle of NFC electronic shelf label on the item of the few shops have a lot of advantages, store managers can through mobile phone anytime and anywhere with a NFC function base, convenient and quick, effective guarantee the quality of service, improving customer experience;

Second, Michael circle electronic shelf label management system have small businesses, large businesses, head office management branch edition version, can be customized according to customer demand, coupled with humanized system Settings, simple and convenient operation, widely good user reputation;

Finally, Michael circle electronic shelf label not only can be used in business, warehousing and pharmacy, instead of traditional paper label, can also be used in food and beverage snarling, hospital station to station, and other fields, has many USES, value direction.

RFID world network reporter.
Price is the biggest reason that affects the popularity of electronic shelf tags. How do you view its application in the future retail industry?

Dai Xinping: China's electronic shelf label market I think is very large, while the user is not many, but the domestic market usage will be multiplied, the amount, the cost of production will come down, down the cost of production, the sale price will drop, users will be more, thus forming a virtuous circle, merchants will accept slowly, eventually instead of paper label. Such market use is huge, of course the road is long, it will take time.

The current cost of electronic shelf tags is an indisputable fact, but there are many advantages to using electronic shelf tags.

1, through the unified management of commodity information, background management system through the electronic shelf label display system, realize real-time accurate price change, to ensure that the shelf price is in line with cashier system and reduce the errors caused by manual operation, to avoid customer complaints "price fraud" brings the loss of business reputation and money;

2. An electronic shelf label can be used for at least 5 years;

3. The automatic price change of the electronic shelf label eliminates the frequent promotion of manual operation, saving the consumables and labor costs and management costs; The use of electronic shelf tags can enhance the overall image of the store and increase the customer's favorability.

4. Provide visual and fine management, and focus on improving the shopping experience of retail terminal users and enhancing the brand image of merchants; Realize online and offline price synchronization, enhance customer stickiness; It has a huge data collection function to lay a solid foundation for the big data era. In the near future, the electronic shelf label will gradually replace the paper label, and improve the means of fine management of the products and enhance the customer's shopping experience!
RFID world network reporter.
What are the shining achievements of the Michael circle in 2017?

Dai Xinping: in 2017, the greatest achievement is to launch vehicle multi-function bus qr code and YunKaiPing inductor, product won the Beijing municipal IC card co., LTD., thousands of devices in Beijing run quantity is good, is well received by users. Michael ring car multi-function bus qr code this device not only in the field of public traffic card application, in the enterprise attendance bus, E bus, bus, bus and scenic area entrance ticket, and other fields are widely used.

RFID world network reporter.
On the whole, what are the key layouts or strategies of the mai ring in 18 years?


Dai xinping: in 2018, first of all, we will increase efforts to upgrade and iterate products and meet the needs of customers at different levels while ensuring the quality of products and services. Strengthen publicity and promotion, enhance brand awareness, strengthen market development, and strive to increase the market share of products.

Second, Michael ring car multi-function bus qr code this device in act more urban traffic and other payment, boost public bus travel payment diversity, facilitation, provide convenient service for the general public.

Finally, the electronic shelf label is not only actively promoted in the domestic retail and retail industry, but also carries out the strategy of going out, realizing the internationalization of products. Currently, there are many clients in non-retail industries (such as healthcare, education, manufacturing, etc.), so it is our orientation to expand the application of electronic shelf tags in other scenarios.



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