On July 8, Alipay hosted its “Tap” Ecosystem Conference in Hangzhou. After two years of development, the Tap feature now has 400 million users, more than a thousand brand merchants, and over 30 million offline AI touchpoints. Its anti-counterfeiting technology, which covers high-value industries such as retail, FMCG, and luxury goods, became the focal point of the conference. In this industry-wide upgrade revolving around “trust,” Techsun, drawing on its more than 20 years of anti-counterfeiting expertise, has partnered deeply with Alipay Tap to fully unlock the end-to-end authentication chain for liquor.

01 “Tap” Unlocks the Full-Chain Authentication for Liquor

For a long time, liquor anti-counterfeiting has faced a dual dilemma. On the consumer side, QR code verification is cumbersome and often incompatible with certain smartphone systems, leading to a verification dropout rate as high as 65% — making it difficult to build consumer trust. On the brand side, thousands of exclusive stores and countless retail terminals turn product circulation into a “data black box,” leaving gray-market diversion and price chaos nearly impossible to monitor in real time.

With Alipay’s Tap, Techsun has embedded its self-developed NFC security chip into bottle caps. The chip incorporates the national-standard SM7 security algorithm along with proprietary algorithms, giving each bottle a unique digital identity. It supports reading through packaging and is fully compatible with both iOS and Android systems. Consumers simply unlock their phone and tap it against the bottle — verification completes in seconds, delivering instant access to authenticity status, bottle-opening status, and other full-chain information. This transforms anti-counterfeiting from a niche professional tool into a convenient, mass-market experience.

02 “Tap” + AI Reshapes the Industry’s “People-Product-Place”

“Tap” provides liquor products with a digital identity that spans their entire lifecycle. Combined with AI technology, it also reshapes the industry’s traditional “people-product-place” framework.

When consumers tap to verify authenticity, AI simultaneously dives deep into consumption data to enable personalized precision marketing and rebate predictions for each individual. The old “sell and forget” model is replaced by a seamless flow: tap to authenticate, automatically receive coupons and follow the brand’s mini-program, smoothly transitioning from public-domain to private-domain traffic. From anti-counterfeiting to sell-through, and from verification to growth, every bottle of liquor becomes a precise online marketing entry point.

Looking ahead, Techsun will further deepen its collaboration with Alipay’s “Tap” to extend this new “anti-counterfeiting + digital marketing” chain from liquor to other high-value categories such as tea and tobacco. The goal is to make every tap a trust anchor and every transaction empowered by digital wings.