2 byte 、 Tencent also ended up , This door 「 Monthly profit 3000 ten thousand 」 How fragrant your business is ？

source ： Operation Research Institute （ID：U_quan） author ： Zheng Yuxuan edit ： Yang Peiwen Design ： Yan Tan Mengjie

The leeks are excited ！

The influx of big factories into the meta universe is nothing new , from 2021 year 4 Month begins , byte 、 Baidu 、 Ali successively announced his march into the meta universe ,Web3.0、 Blockchain 、NFT、「 Digital collection 」 They have stepped into the public view .

Abroad NFT Critical fire , Curie buys at a sky high price NFT , Jay Chou sells his own NFT Phantom bear .

At home 「 Digital collection 」 The war is also in full swing , Not only Internet companies have set up exclusive in their own software 「 Digital collection 」 entrance , Byte's Tiktok has entered the digital fashion industry , It is proposed to launch the product named “ Boiling silence ” The business of , Like Youku 、 BiliBili, such a content platform, is also eyeing this cake .

More and more 「 Digital collection 」 Players toss and turn between platforms , Every day “ One hundred thousand at night ” The news is chatting in various groups 、 In the comments .

According to blockchain / Digital collection media @ Chain NEW released 4 In the monthly charts , No. 1 Platform （ Under Alibaba ） Monthly sales reached 3000w, Ranked second, the magic core of Tencent has also reached a single month 1900w The sales of .

Picture source ： Chain NEW

In this issue , The operation agency will sort it out , By celebrity benefit marketing fire 「 Digital collection 」, How to continuously accumulate players ？ Big factory “ Break the head ” Also want to enter the game 「 Digital collection 」 behind , Why on earth ？

01  use 「 Digital collection 」 marketing , How attractive the brand is ?

In understanding 「 Digital collection 」 Is how to attract players before , First of all, you should know Ta What is it .

Broad sense of 「 Digital collection 」, In fact, it is a specific work that has been digitized 、 Art and goods , yes NFT （ Heterogeneous token ） A form of application of .

Both of them have the characteristics of blockchain ： It can be traced back to 、 Uniqueness 、 No tampering 、 No forgery, etc . And they all have certain collection value .

however ,「 Digital collection 」 It can be understood as Chinese characteristics 、 Regulated NFT, Content review is required before public online publishing 、 It does not have the attribute of financial investment , Only as consumer goods , Provide appreciation and collection value .

such as , Around the Spring Festival this year , Henan Museum 、 Both the Nanjing Museum and the Hubei Provincial Museum are located on Alipay 「 Fuqi store 」 On line with a variety of “ The tiger ” Relevant 「 Digital collection 」, Once they are on display , It is favored by many users .

these 「 Digital collection 」 Most of them are related to the year of the tiger , It can express the best wishes for the new year , It can also enrich the knowledge of cultural relics , It can also accurately poke young people's collecting habits ……

The operating agency observed that , from 2021 year 4 Month begins , China 「 Digital collection 」 The selling platform gradually appears , And showed a blowout growth in the second half of the year .

at present , In Enterprise Investigation , There are almost 233 Home and 「 Digital collection 」 Related enterprises , In order to grab the air outlet 、 Seize the opportunity , There is also a battle between platforms for users 、 Keep pulling new “ Rob war ”.

Many brands have also seized the digital collection outlet , Participate in the issuance , Relevant marketing activities are also tried and true .

In the film and television industry , The film will be released with the theme IP Digital collection , To help promote the film .

《 Hug you through the cold winter 》《 Miracle · Stupid kid 》《 The four seas 》《 The sniper 》 And other films have launched relevant digital collections ;

《 Sand dunes 》《 Sin city 》《 The godfather 》 And other overseas blockbusters also release collections on different platforms .

On the left is the movie 《 The four seas 》 Digital collection , On the right is the movie sniper 《 The sniper 》 Digital collection

Popular overseas Netflix new play 《 Love , Death and robots 》, There is also a... For subscribers NFT Colored eggs , Watching Netflix The original 《 Love crashes 》 After the third season of animation , The QR code will appear randomly at the end of the animation , After scanning the QR code, you can jump to this series NFT Casting page of .

Many well-known brands also rely on digital collections to design marketing activities , And got a good response .

The luxury industry , Burberry, one of the world's six luxury brands （Burberry）、Longines、 armani （Emporio Armani）、Coach、Balmain、LaPerla On tmall's double 11 last year , It is the first time to collectively release digital collections in China .

Coca Cola 、 Pepsi Cola 、 McDonald's 、 KFC 、 Naixue's tea and other consumer brands have also sold digital collections .

Take Naixue's tea as an example , Naixue's sixth birthday season was released “ Naixue girl ” Series digital collection .

After the launch , The digital collection “ Seconds are empty ”, And Naixue's “ The stored value card is full 100 have to 150” Their activities have also been greatly exposed , Naixue 72 Within hours GMV nearly 2 $ .

besides , Naixue has also been widely discussed by users on Weibo , Micro-blog topic # The milk tea industry marches into the yuan universe # To obtain the 1.2 100 million times of reading ,1.5w A discussion of .

Another example , Li Ning also bought the fire NFT Boring ape , Integrate this image with the tide brand series .

Yang Guang, the project leader of China's Li Ning boring ape, once told @ Sabre Institute mention , Boring apes bring their own “ Trend ” attribute , The reason why Li Ning chose boring apes is to shape the trend 、 Avantgarde brand image , And try to communicate with young people .

Picture source ： Sabre Institute

「 Digital collection 」 Not only is it targeted by the brand , It has also become an animation IP In our eyes “ The bestselling ”. According to the data of thunder report , From this year 1 In the beginning , Comic IP The number of digital collections has exploded .

Picture source ： Lei Bao

Publishing digital collections has also become a crowd IP New ways to cash in ：

According to the thunder Report ,1 month 25 Japan , The non-human winter limited digital collection blind box issued by molecular interaction and Tencent magic core , The unit price 69 element , Co issue 8064 Share , The income is about 54 ten thousand ;

2 month 18 Japan , Issued by Tencent magic core 《 Fox demon little red lady 》 The total income of Yuanxiao digital fuka reached 147 Ten thousand yuan ;

4 month 15 Japan , Milk dragon issued by magic collection 3D Series data collection , The unit price 99 element , Co issue 15000 Share , Total income exceeding 148 ten thousand .

Industry insiders say , Young people IP、 Digital collections have a higher acceptance , Also have to buy peripheral 、 The habit of derivatives , For them , Buy digital collections and “ Pickup truck ” equally , It has social properties , It can also bring a sense of identity and belonging to fans .

And for IP For the industry , The emergence of digital collections also provides it with more possibility of realization .

02  To sell 「 Digital collection 」, How hard is the platform ？

In the process of marketing, digital collections also show their unique skills , The operating agency will be led from the 、 Retain 、 Transform these three dimensions to expand the description .

1） drainage ： Registration gift , Perceived value

「 Digital collection 」 Means of platform drainage , There are two main types ： Collection airdrop , And new gifts . Although it sounds simple “ Welfare hook ”, But there is a lot of stress in it .

The first way to play , Collection airdrop , Is to send directly to new users “ Collection ”—— As long as the user registers with the platform , Will get a specific 「 Digital collection 」.

The second kind is a new gift —— Rely on old users to split , Give gifts to old users , Let them promote the platform .

The gifts given by various platforms to old users are also quite different , Some give money and things directly .

If there is a platform, new benefits will be provided , In invitation 3 After new users , Old users can get a hundred yuan red envelope , You can also participate in the lottery , get 「 Digital collection 」.

Some give rights and interests , For example, the invitation of old users to help get “ Fuel cost ” （ It has a lot of flavor ） , Users can complete the circulation of the collection only when they have the fuel fee .

In a certain NFT On the platform , Fuel can be used to buy medals , Give 、 synthesis NFT It also consumes fuel .

however , The most attractive to users “ The medal of creation ” 了 , The creation medal is equivalent to a unique identity tag for the early seed users of the platform , It seems to have established a certain relationship with the platform “ cooperation ” Relationship .

This batch of seed users helped the platform to publicize in the initial stage , On a large scale “ La Xin ”, In the later stage, the platform will also give more rights , For example, the right of first refusal , And air drop gifts 「 Digital collection 」.

Many old users rely on such early settlement to seize a large number of preemptive rights （ Be commonly called “ Priority purchase ”） , It has taken a lead in the market , So in the later stage “ Change hands ” I made a lot of money in the process .

2） Retain ： Benefits attract , Long term binding

For deep binding with users , The platform will continue to provide benefits to old users , Take advantage of benefits 、 service 、 Gameplay continues to attract .

such as , some 「 Digital collection 」 The platform continues to provide airdrops for old users , To try to keep old users .

such as , The platform also uses “ Blind box mechanism ” Bind to users .

The platform will be sold “ Blind box digital collection ”, Collections with different attributes can be opened in the blind box , These collections are OK “ synthesis ”, The combined collection is not only more rare , Can sell at a better price , After synthesis, some buff bonus , For example, it has a higher chance of getting airdrops and other rewards from the platform .

Launched on a platform “ Eight digital people race blind box ” in , Each digital race consists of six parts , The user can get a blind box after pulling it , Open a body part , The blind box can be synthesized by gathering a specific single race .

Another example , Whale detection under Alibaba also provides users with a display rack of what they have purchased 「 Digital collection 」. The number of collections reaches 15 After a , You can also upgrade the service , Set up 3D exhibition . This is also virtually improved 「 Digital collection 」 Social properties of , Let players buy more 、 Share 、 The desire to display .

3） conversion ： Added value , Matching gifts

There are several types of added value , There are gifts of physical products , Those who have the right to give away services .

Lingxi under Jingdong banner , Buy “ The book of mountains and seas ” Books , A matching digital collection will be provided .

There are also some digital collection platforms that specialize in making gifts in a certain field , Buy digital collections on this platform , Will receive a gift printed with the collection T T-shirt .

such 「 Added value 」 It is constantly lowering the purchase threshold of users , If you just buy one “JPG” Make users feel less cost-effective , Then a digital collection that may add value, plus a book or clothes that can be seen or touched , It becomes more attractive .

03  Conclusion

“ If you sell it, it means 「 Digital collection 」, If you can't sell it, it's just JPG” , Many players lament the chaos of the digital collection market .

On the whole , The market for digital collections is cold , Many players are firmly trapped , Among them, there is no lack of pure speculation for profit 、 Speculators who make money .

In previous articles , The operation agency mentioned , The price of building a digital collection platform is less than 10w. In recent days, , The operation agency found that the construction of the digital platform is also upgrading , It's easier “ Get started ”, Realization is also “ faster ”.

some “ The personage inside course of study ” We have also started the agency operation service of digital collections . Authorization from the collection 、 Sales promotion to the secondary market and other businesses are involved .

so to speak , Just pay , Other businesses can be handled by the other party “ take everything on oneself ”.

Some platforms are trying “ Station circulation ”, Players can upload their own works , Just pay to the platform “ Casting cost ”, You can sell digital products within the platform .

Within the platform , The price of casting once is 9.9 element , The selling price of the commodity is 598 element , The platform and users are divided into 6:4. As long as there is a user to cast , The platform is “ The security ”.

however , More playing methods derived from digital collections , It is also extending its vitality .

After all ,“ fleece the flock ” What we grasp is the greed and desire for quick success and instant benefit in human nature , The digital collection itself as a new form of expression , There are still infinite possibilities ……