Blockchain used to be all about finance, but not anymore. Today, new territories are being explored and companies are popping up across multiple sectors. O2O and marketing are also among them—areas in which Chinese companies have traditionally been fast innovators.

VeChain, a blockchain firm with offices in Shanghai, Singapore, and Paris, sees the technology as a “trust machine.” It assigns each item with a unique ID which is registered to VeChain’s blockchain allowing it to be authenticated and traced to its origin—an important task considering how many fake products there are on the Chinese market.

VeChain also builds a connection between consumers and products. The company ran an experiment with fashion brand Babyghost by embedding NFC-enabled chips which would tell the “story” of a particular garment or accessory when scanned with an app. It also distributed 50 limited edition items among which several had lucky serial numbers which would earn winning customers an introduction to the brand’s designer.

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Masha Borak

Masha Borak is a technology reporter based in Beijing. Write to her at masha.borak [at] technode.com. Pitches with the word "disruptive" will be ignored. Read a good book - learn some more adjectives.