"Three routines" of digital collection market

  Just a few months ,“ Digital collection ” The concept is on fire .

According to public data , At present, there are more than in China 20 Companies listed on the stock exchange have set up businesses related to digital collections ,BAT、 byte 、 Kwai and other Internet companies are all in the Bureau , This year, 2 Month to 5 Three months of the month , super 200 A number of digital collection platforms have emerged .

When the fire NFT The concept was introduced into China , Because the regulation expressly prohibits the circulation of virtual currency ,“ Digital collection ” emerge as the times require . In Alibaba, an old Internet manufacturer 、 Tencent and others launched “ Whale probe ”“ Psychedelic nucleus ” Wait for your own digital collection platform , BiliBili, which has more young user base, quickly entered the bureau this year , There seems to be more variety of playing methods .

Chinese digital collection market and overseas NFT The market has evolved into two industrial ecosystems .“ Digital collection ” Emphasize the content value of digital assets ,“NFT” Emphasize the financial value of non homogenous tokens .

（1） overseas NFT The industrial ecological infrastructure is perfect ,NFT Product release 、 There are no technical and qualification barriers to the transaction .NFT The copyright owner of the product is usually the product distributor , The demand side pays more attention to circulation value than content value , The core competitiveness is the popularity of the issuer 、 Marketing ability and community operation ability . The trading market presents obvious Matthew effect , The core competitiveness is the platform transaction scale .

（2） The early digital collection platforms in China are similar to those overseas , Digital collections are mainly digital pictures for viewing only /3D Model , Subsequent innovative digital collections continue to emerge , Superimposed digital copyright 、 Virtual equity 、 Use functions such as physical assets . The digital collection enlarges the marketing scene with the help of the meta universe channel 、 The blockchain technology is used to confirm and protect rights , Accelerate the value realization of cultural digital content . There are restrictions on the issuance and circulation of domestic digital collections , There is a role separation between the copyright owner of digital collections and the distribution and circulation platform . On the production side of the digital collection , The core competitiveness is IP Resources and marketing capabilities ; At the circulation end of the digital collection , The core competitiveness is the transaction scale and copyright service capability .

At home , The secondary market of digital collections is a sensitive topic , From the perspective of regulatory trends , The secondary market of digital collections is not optimistic , The data collection platform with the background of Internet giant will never touch this field . But hundreds of grassroots platforms in the industry are still eager to try .

regulatory , It is getting more and more strict day by day .

Following 3 After a batch of digital collection platforms were sealed in January , lately 《 Wechat public platform operation specification 》 A new clause restricting secondary transactions has been added , If the account provides services related to secondary transactions of digital collections, etc , The wechat public platform will order the illegal public account to rectify within a time limit and limit some functions of the account until it is permanently sealed .

meanwhile , The secondary market of digital collections continued to decline , Some even fell by 90%, The foam of the digital collection market is emerging , Some people even think that the digital collection is a Ponzi scheme .

Questionable , It is the various play mechanisms of the platform —— The medal of creation 、 Blind box 、 Airdrop Waiting for play , Let the players can't stop . Under these mechanisms , New players can't get in because the entrance threshold is too high , There are no new leeks to serve , There is no market for the treasures held by the old players , Hard to get rid of .

However, at a time when digital Tibet trading is increasingly strictly regulated ,“ Paper wealth worth tens of millions ”, What is the final value , Still a big question .

01 Digital collection “ Derailment ”

Recently, actor Louis Koo made a statement to refute the rumor about himself and the digital collection platform “ Chain play ” News of cooperation , In the poster released by the previous chain game , Write “《 Anti corruption storm 5》 Starring Gu Tianle , Play hand in hand , Music in it ”.

Although chain game responded that it had made the film 《 Anti corruption storm 5》 Authorization of , Use the film and television stills of Louis Koo , But the controversy continues .

  Copyright has always been a big pain point in the digital collection market , The platforms on the market are mixed , Don't pay attention to copyright , Like Dunhuang 、 Qi Baishi these big IP, Because almost every platform has , Whether the creators and distributors of the collection are really authorized , butch .

But in the comment area of the chain game response announcement , Copyright is not the biggest concern of users . The most discussed by users , It is a question about the difficulty of withdrawing cash from chain games and the sharp drop in prices .

There is a popular saying in the digital collection circle ：“ Pull the plate is the best marketing method ”.

But in recent months , The fall in the price of digital collections makes players panic .

From platform to player , They all have the mentality of making money , The financial attribute of digital collections is becoming stronger and stronger , The market is gradually going off track .

Around the digital collection , The hype 、 Questions about cutting leeks continue , There has even been news that the platform is running .

02 Uncover the digital collection platform “ Three routines ”

The more important reason for the market decline , It is considered that the platform is becoming more and more complex , And give old players “ Privileges ” Trading rules .

“ The medal of creation 、 Blind box 、 Airdrop is the most common way to play .”

When the platform was first created , Usually, one will be launched first “ The medal of creation ”. Players pull new users , You can get the rights of the medal of creation , You can even continue to enjoy the late dividend of the platform .

A bonus to the order of creation , The most attractive thing for users is to give priority to , That is, when the collection is on sale , Have a priority over other users to purchase interests , Some platforms will come with some kind of rewards , For example, send those printed with digital collection patterns T T-shirt .

Airdrop activities It is also a new means of pulling , The platform will take out part of the digital collection for the lottery airdrop . When the user pulls a new user , You'll get a chance to draw , The more people you pull , The more chances there are to draw .

After entering the retention stage , The platform will introduce more methods to improve user stickiness ,“ Open blind box ” Is the most common type .

After the user purchases or receives the airdropped blind box , Digital collections with different attributes , In addition to their own blind box properties, these collections , You can also synthesize another rarer collection , Just like Alipay's five blessings , Gather together 5 One can synthesize one blessing . After synthesizing the new collection , Other collections are automatically voided , All the value is concentrated on this new collection . But I want to get together , It's not that easy .

After synthesis , With this synthetic collection , Users can also enjoy the right of first refusal , Or receive products dropped by the platform and other reward mechanisms on holidays .

lately iBox There's a “ Yihe auspicious beast ” Blind box , More than 20000 copies in total .

The original price of the blind box is 99 element , The market price of unopened blind box has reached 5000 element . The blind box is divided into four grades , The order from rare to common is UR、SSR、SR、N, The market value is 20 ten thousand +、5 ten thousand 、1 ten thousand 、2500 element .“ I 100 There are only four of them SR, The rest is N, If calculated at market prices , amount to ‘ Deficit ’ More than three hundred thousand ”.

Under such a playing mechanism , It forms a cycle ： Early admission users can enjoy various rights and interests , In particular, priority purchase , Regular users buy at will , New users are thousands of troops crossing the single log bridge .

New users want to upgrade to old users , It is not without channels to obtain the rights and interests of preemption .“ New users can buy rare collections at high prices and upgrade them directly , Or a synthetic collection , But the collection that wants to collect and synthesize also needs to be purchased at a high price , It's like a monster upgrade , But the digital collection has gradually become a game for the rich .”

Digital collections have strong social attributes , Like the so-called Yacht Club 、 Golf Club , Want to get tickets , First, you need to buy members at a high price .

Under such a playing mechanism , Finally, a besieged city was formed ： The money has been earned by old users , New users are discouraged because of the high threshold , There are fewer and fewer new people , High price for the collection of old users “ leek ” And less , So prices began to fall , After the sudden wealth effect is not obvious , Less attractive to new people , The market began to decline as a whole . The old users have experienced the previous high price , At today's market price , Gradually, the old people can't go out , Besieged cities where newcomers cannot enter , There is a faint shadow of Ponzi scheme .

03  Can digital collections have a second spring ？

Although the market is still at a low point , But many collectors have no intention of selling their digital collections , They firmly believe that this is the normal law of market development , The future is bound to pick up , There will even be a big outbreak .

What does the second spring of digital collections need to rely on ？

Tibetan friends place their hopes on the government ,“ I am cautiously optimistic about the future of digital collections , Because an industry wants to develop to a certain scale , Reach a relatively mature state , It must be operated by the government . If the government makes clear its plan for this area , Many bad platforms will be eliminated , Then bad money drives out good money less , Some high-quality platforms will gradually show up , This is a better experience for users , And more secure .”

But this year , The official platform gradually tightens the supervision of the secondary market of digital collections , As early as 2 month , The China Banking and Insurance Regulatory Commission issued 《 About prevention “ Meta universe ” The risk of illegal fund-raising in name 》,4 month , Chinese Finance Association of Internet 、 China Banking Association 、 China Securities Association jointly issued “ On Prevention NFT Initiatives related to financial risks ”, The initiative calls for , Not for NFT Trading provides centralized trading 、 Continuous listing 、 Standardized contract transactions and other services , Setting up trading places in violation of regulations in a disguised form .

Recent wechat public platform 《 Code of conduct 》 Add relevant clauses of digital collection transaction , It is clearly put forward that engaging in virtual currency or digital collection business is an illegal operation , The provision of secondary trading services for digital collections will be blocked .

The wechat public platform operation specification points out , The account number is related to the issuance of virtual currency 、 Transaction and financing, etc , For example, provide a transaction portal 、 guide 、 Distribution channel guidance, etc , Including but not limited to the following types of virtual currency and real currency 、 Transactions and exchanges between virtual currencies ; Provide information intermediary and pricing services for virtual currency transactions ; Token issuance financing and virtual currency derivatives trading . The account provides services or contents related to the secondary transaction of digital collections , It is also handled in accordance with this specification .

Once such violations are discovered , The wechat public platform will be based on the severity of the violation , The illegal public account shall be ordered to rectify within a time limit, and some functions of the account shall be limited to permanent closure .

It can be seen that the second spring of digital collections will not be the secondary market , And most platforms are also striving for compliance . For example, the only art of the head digital collection secondary trading platform , last year 9 Month and this year 4 In the two rounds of financing in June , All have state-owned capital .

The big manufacturers are obviously conservative in their playing methods , Tencent's magic core 、 Ali's Jingtan and other platforms have not opened secondary trading . Whale scout needs to hold a digital collection full of 180 Only days later can the gift be transferred through the platform , The phantom core has not even turned on the function of donation .

Although the compliance risk is minimized , But for players , It's kind of boring .

A senior practitioner believes that , Although there are all kinds of chaos in the industry that players say , But the fundamental reason for the decline of the digital collection market lies in , We don't know what we can do after buying digital collections ？ This question is not clear , It is difficult for the digital collection market to regain its vitality .

“ I don't think the domestic market has considered the application scenarios of digital collections . One of the most mentioned scenes is ‘ To show off ’, But this scene doesn't last forever , When the market is good , Owning a high priced collection can show off , But when the market falls back, I still hold a collection , The element of showing off is gone ; There are also hype scenes , This is also the reason why the market was hot in the previous stage , But after the capital boom subsided , The data Tibet market is likely to be neglected .”

04 2022 Expect more from the development of digital collections in

according to Dappradar The data of , overseas NFT 2021 Our sales reached about 250 Billion dollars . Same year 12 month , Xinhua news agency released China's first “ News digital collection ”NFT, At that time, it detonated in China NFT market , Many participants , It once caused the client of Xinhua news agency to crash for half an hour . Now , Alibaba has launched a whale detection platform 、 Tencent launched the first digital collection transaction in China APP Psychedelic nucleus 、 Baidu blockchain brand Baidu super chain online digital collection platform , This shows that NFT The upsurge is hard to stop , What is the secret behind the popular digital collection ？

2021 yes NFT A year of popularity . We see a lot of NFT Works of art appear in auction houses , Many new artists have also been born ,NFT The popularity of . These events have accelerated the response of domestic institutions to NFT The cognitive , It has also opened up domestic NFT The outbreak .

This year, 1 month , According to Google trend data ,“NFT” The global search volume of the word is 1 month 9 solstice 15 For the first time in a week on the th “Crypto”, Record high . It also shows that , It has been popular since last year ,NFT It has become a new term , More people know about . according to an uncompleted statistic , since 2021 year 6 Since the month , The domestic digital collection platform is approaching 100 home , The competition of a few Internet giants will NFT The market has evolved into a situation in which a hundred flowers bloom . so ,NFT It is showing a strong development trend .

With the establishment of standards , around NFT More and more business models are being widely accepted . future , China's NFT There will also be more independent innovation and valuable platforms in the market .

A mature digital collection platform can greatly reduce the difficulty of publishing digital collections , Small and medium-sized enterprises can combine their own operation plans , Easily carry out activities around digital collections , This is very helpful for small and medium-sized enterprises to improve the enthusiasm of core fans , Expand the brand influence of small and medium-sized enterprises . With Bigverse For example , As 2021 year 7 The digital collection chain established in May 、 Comprehensive platform for promotion and trading , In less than a year, it has completed the financing of tens of millions of yuan . At the beginning of its foundation ,Bigverse I chose to implement blockchain + Content + The metacosmic migration channel of the community , Build a complete blockchain UGC Content ecology . up to now ,Bigverse In the storage management system 、 Support management system 、 Management algorithm system 、 Simulation system 、 The privacy protection management system has obtained a number of software copyright certificates .

This trend will spark a prairie fire like a spark . Once the successful operation case is realized by more business owners , Digital collections will soon become the development direction of small and medium-sized enterprises .

The domestic digital collection is about to usher in the spring . And relatively mature overseas NFT Compared to the market , We still need to continue to explore possible landing scenarios . In the process of gradually improving technical standards and platform standards , We will provide more users with diversified collection experiences . therefore , We are right. 2022 Expect more from the development of digital collections in .