The invention relates to a novel anti-fake traceability system and method. The novel anti-fake traceability system comprises an anti-fake traceability platform, a manufacturer information providing unit, a consumer unit, a position information providing unit, an agent unit and a selling terminal. The novel anti-fake traceability method includes the steps of key negotiating, two-dimension code generating, product producing, product warehousing/delivering, product receiving/delivering by the agent unit, user inquiring and background processing of user inquiring. According to the novel anti-fake traceability system and method, the anti-fake function, the traceability function and the fleeing preventing function can be achieved at the same time, information storage, process control, information encryption and information reading are all achieved and completed through two-dimension codes, the anti-fake traceability aim of products of modern enterprises can be achieved, product fleeing can be further effectively avoided, the enterprises are helped to achieve management on marketing channels, interaction between the enterprises and the consumer unit is achieved, and the brand building cost of the enterprises is reduced.