Inftnews | drink tea and send virtual stocks? Analysis of Naixue's tea "coin issuance"

author | Chen Jun 、 Zimu

6 month 30 Nikkei is listed 1 Anniversary launch “ Drink tea and send virtual stocks ” Activities attract attention .

The virtual stock mentioned here refers to the virtual target of price benchmarking Hong Kong stocks , Virtual stocks are obtained by purchasing commodities during the event ,30 Convertible shares 3 Yuan gift certificate . At the same time, it also designed a Naixue coin for trading virtual stocks .

Naixue coin can be used to buy virtual stocks , You can also exchange gift certificates . In the future, bolder designs are coming , Buying virtual stocks can also use leverage to borrow Naixue coins from the system .

Look at the pricing of virtual stocks , The trading price of virtual stocks comes from the daily closing price of Hong Kong stocks , It is fixed in a day , So buying and selling virtual stocks will not change the price of virtual stocks .

Besides , Naixue also developed “ Yuan universe Naixue paradise ”, Holding virtual shares can also become the ID card of yuanuniverse Naixue paradise .

Digital currency speculation is expressly prohibited in China 、 In the context of the financialization of virtual products ,「 Naixue's tea 」 This move has to be said to be a little bold . In the whole model design , We see that “ The coin ”“ Virtual stock ”“ leverage ”“ Meta universe ” And other very hot but sensitive words , These are easily associated with illegal fund-raising 、 Digital asset trading 、 Financial risks, etc .

Then whether Naixue's tea is in compliance with the law , In essence, how , We need to analyze .

「 Naixue coin 」 Economic model analysis

At first glance, Naixue's activity this time is indeed very innovative and bold , But with digital currency 、 Blockchain 、 Metauniverse doesn't really matter . Let's assume that Naixue coin is a blockchain project , The economic model of naixuecoin is like this .

In the picture we can see , Stores and consumers in the lower left corner A The cycle between , Is to enter the store to spend and get Naixue coins , Then exchange Naixue coins for gift certificates , This is the traditional integral playing method . The new game adds the role of virtual stock , This will produce the following scenarios .

1. Transfer 「 Naixue coin 」

If the Naixue coin is exchanged for a gift certificate, it will be officially withdrawn for verification , If you buy virtual stocks, you will transfer the right to use Naixue coin . In disguise, the transfer of Naixue coins has been realized , But the demander must have virtual stocks .

2. earn 「 Naixue coin 」

Consumers can earn more by buying low and selling high virtual stocks 「 Naixue coin 」. This looks very attractive , However, no matter how many Naixue coins can only be converted into gift certificates , Cannot be converted into cash proceeds , There is basically no other application value except in store consumption .

therefore , Through this economic model, we can see , The decision logic for consumers to participate in this activity is consumption gain 「 Naixue coin 」 Reward , And then use 「 Naixue coin 」 Buy virtual stocks and wait for the price to rise , Sell after the price rise to get more 「 Naixue coin 」, Finally using 「 Naixue coin 」 Exchange for gift certificates to get discounts .

「 Naixue coin 」 Is it digital currency ？

Issuing digital currency is forbidden by the state , Naixue's tea was released with great fanfare 「 Naixue coin 」, Whether it violates relevant laws and regulations . The author tries to make a brief analysis from its use and operation mode .

First ,「 Naixue coin 」 Not a real digital currency , It's more like traditional integral . You can see , In the whole model 「 Naixue coin 」 Basically, there will be no change in value , Its value is determined by the official policy of exchanging gift certificates , Consumers cannot influence , Both technology application and issuance logic are very different from digital currency .

secondly , The price of virtual stocks is bound to the price of Hong Kong stocks , No matter how consumers buy or sell, they will not change the price of virtual stocks , Therefore, there is no hype . So it seems that Naixue coin 、 Virtual stocks do not involve violations , However, the leveraged transactions it provides may be suspected of online gambling .

What will happen ？

Naixue's tea is 2021 year 6 month 30 Listed in Hong Kong stock market on April , But the share price has been falling since the listing . It showed a profit ,2021 The total loss of niannaixue's tea during the year was as high as 45.26 One hundred million yuan . The market needs a new growth story .

Have to say , Naixue's tea was launched this time “ Drink tea and send virtual stocks ” Our activities are undoubtedly successful at the marketing level , Because by the way “ The coin ”“ Virtual stock ”“ Meta universe ” And other emerging popular concepts , Once launched, it attracted many eyeballs , Cause widespread media attention . This attempt will also provide a new marketing path and direction for many consumer brands .

however , If you want to delve into its economic model , Its economic effect may not be ideal .

First , From the design process , There is no digital asset with appreciation expectation in the whole economic model , More is just used “ The coin ” and “ Virtual stock ” The concept of . In addition, the core problem of this economic model is that the real value of Naixue coin is very low , It's not worth hoarding and holding , The price of virtual stocks will not change because of the small number or the demand of the meta universe scene , So there is no holding value .

People who buy real stocks earn money , People who buy virtual stocks earn 「 Naixue coin 」,「 Naixue coin 」 Buy virtual stocks when there are too many , The purpose of buying virtual stocks is to get more 「 Naixue coin 」, however 「 Naixue coin 」 In essence, it is just a kind of points for exchanging gift certificates . This logic seems to be consistent with traditional consumption , There is no essential difference in the logic of exchanging points for consumer vouchers .

therefore , We think , Naixue's tea this activity , The marketing value may be greater than the actual value .

What's the inspiration ？

You can feel , Naixue's tea this anniversary celebration , Designers are actually trying hard to combine blockchain and token to stimulate thinking . But many traditional enterprises are trying to use and design blockchain thinking innovation , Often limited by traditional thinking patterns , Design the scheme from the standpoint of traditional marketing thinking , Always thinking about how to make consumers spend more money 、 How to earn more money for consumers .

Blockchain thinking 、WEB3 Thinking is standing together 、 share 、 Think from the perspective of win-win , Find a way to bind brand interests with consumer interests , Let consumers earn brand money by reducing costs or increasing revenue for the brand . Naixue's tea has a wide range of young users , In fact, if it can meet the needs and usage scenarios of young users , Try and NFT Digital collection , Combination of meta cosmic experience , It may achieve better results .

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