Editor’s Note
This article highlights a strategic partnership between Tencent Cloud and Zijin OG “Chulianjin” to launch a blockchain-based traceability platform for gold jewelry. The initiative aims to enhance consumer trust by providing transparent tracking from mining to point of sale.
On May 20, at the Zijin OG Chulianjin · New Gold Product Launch Conference, Tencent Cloud and Zijin OG “Chulianjin” reached a strategic cooperation and launched a blockchain-based gold jewelry traceability platform solution. This solution will help consumers conveniently trace the entire process of gold jewelry from the original mining location to production, processing, logistics, and sales, assisting consumers in purchasing safer and more trustworthy gold jewelry.
Zijin OG Chulianjin is a high-end gold customization brand established by Zijin Mining Group, a Fortune Global 500 company. As the new generation “King of Gold in China,” Zijin Mining is committed to meeting people’s growing needs for a better life and spiritual-cultural pursuits. Tencent Cloud is an industry-leading cloud computing brand and one of the earliest companies to deploy blockchain technology. Its blockchain technology has deeply penetrated diverse scenarios such as commodity traceability, electronic invoices, and supply chain finance, providing strong support for the digital transformation of various industries.
In the jewelry industry, alongside the continuous growth in consumer demand for gold jewelry, the phenomenon of counterfeit goods is also emerging endlessly. The entire industry faces pain points such as high costs for physical anti-counterfeiting of gold, low barriers to forging traditional jewelry anti-counterfeiting certificates, and the potential for data tampering in traditional centralized traceability systems.
Additionally, currently about 97% of the gold on the market is recycled gold, which cannot meet the emotional empowerment needs of younger consumers. Only about 3% is newly refined gold from original mining, which has never been worn by others. Leveraging its advantage in original mined gold, Zijin OG, in partnership with Tencent Cloud’s Zhixin Chain, has introduced a judicial evidence preservation blockchain traceability mechanism into the jewelry industry for the first time, tracing every gram of gold back to its origin, providing the market with a truly new gold jewelry solution.
This solution integrates three core capabilities: blockchain technology, one-item-one-code, and the Tencent Jianzhen Mini Program. It can help brands manage quality from the source and enhance consumer trust in gold products.
The Gold Jewelry Traceability Platform uses Tencent Cloud’s Zhixin Chain Open Consortium Chain as its underlying technical support. As a compliant, open, and easy-to-use underlying blockchain platform, Tencent Cloud’s Zhixin Chain is built upon the domestically developed, open-source, and independently controllable Chang’an Chain technology. It boasts multiple credible nodes including courts, the Ministry of Industry and Information Technology, and notary offices. It is also connected to high-level people’s courts in Sichuan, Inner Mongolia, Zhejiang, and other regions, and has participated in over 1,000 judicial cases. It effectively protects the legitimate rights and interests of consumers and enterprises through legal means, making it currently the consortium chain with the strongest credibility in China. The Gold Jewelry Traceability Platform can ensure the authenticity and judicial validity of product chain data, further enhancing brand credibility.
In ensuring product uniqueness, the platform relies on Tencent’s Youma capability to achieve “one-item-one-code.” Each genuine product is assigned a unique digital ID, and the entire process information from raw material procurement to production and circulation is integrated into the code. Brands can protect consumer rights through genuine digital codes, combat piracy and counterfeiting, and establish their own competitive moat.
Regarding the identification of counterfeit and shoddy products, when consumers want to learn about or purchase a product, or encounter situations where they cannot distinguish the authenticity of a product, they can directly access the Tencent Jianzhen Mini Program by scanning a QR code via WeChat. There, they can view the product’s traceability information, anti-counterfeiting information, and blockchain certificate. The mini-program also provides dual cross-validation, allowing consumers to purchase with greater confidence and peace of mind.
It is understood that the Gold Jewelry Traceability Platform is a new practice by Tencent Cloud in the jewelry field and a benchmark case in the jewelry industry for first introducing a judicial evidence preservation blockchain traceability mechanism. It will play a leading and exemplary role in improving product quality and brand protection within the jewelry industry. Notably, Tencent Cloud and Zijin Mining Group, the parent company of Zijin Gold Technology, have already established a long-term cooperative relationship, and Tencent Cloud has helped Zijin Mining achieve phased results in internal and external collaborative office work, cost reduction, and efficiency improvement.
