As the protagonist of of the Mid-Autumn Festival every year, what new tricks have been made for mooncake marketing?
In addition to continuing to roll in taste, this year's mooncake market has another new promotional method - buy mooncakes and get digital collections. It is not new for merchants to make promotions by givinga, but what is unexpected is that after some digital mooncakes are circulated in the trading market, their value soars, and even worse, they are sold for 180,000 yuan per piece.
In June this year, four national ministries and commissions jointly issued an announcement to curb sky-high mooncakes, but such price regulations cannot be applied to the Yuanshi mooncakes. In the world of the metaverse, digital collections have their own "playing methods".
mooncakes + digital collections have become a new marketing trend
In recent years, the concept of the Metaverse has become popular, and its popularity has made many merchants very "calm" and have tried to create brand-owned IP and digital collections.
htmlOn September 1, the listed company Guangzhou Restaurant Group announced the joint brand of Ele.me to launch "China's first Cantonese digital mooncake". Judging from the schematic diagram, the outer packaging of digital mooncakes is exquisite and has a classical charm, which is in line with the current young people's enthusiasm for the Chinese style.Guangzhou Restaurant stated on social platforms that each collection of this digital mooncake has a unique blockchain number, only grab it but not sell it, and is limited to 10,000 copies.
reporter logged into the redemption channel and found that the designer and publisher of this collection were actually Ele.me (Lazas Network Technology (Shanghai) Co., Ltd.). Although users can receive digital collections for free, they not only need to complete the platform's promotion tasks, but also obtain consumption coupons from Guangzhou Restaurants. The so-called digital mooncakes are actually a marketing move by merchants to kill two birds with one stone.
Previously, Haagen-Dazs and Gedifan have also launched the event of giving away Mid-Autumn digital collections. In July, Haagen-Dazs joined hands with China Post Cultural and Creative to sell one of its ice cream mooncake gift boxes by attaching a Mid-Autumn Festival themed digital collection developed by China Post Cultural and Creative, with a limited number of 10,000 copies of digital collections; Gotifan received the number by collecting the numbers Collections, consumption coupons are given, and Mid-Autumn Festival promotions are preheated. Digital gifts are limited to 200 to 10,000. Judging from the number of views, both events received good exposure.
In addition, there are also some well-known domestic digital collection trading platforms, such as Digital Collection China and Arcoverse, which have also participated in this year's mooncake melee, and joined hands with merchants to bind mooncakes and digital collection sales.
In recent years, fancy co-branded IPs of mooncakes have become common, and if IP is converted into digital collections, it will be more eye-catching. Some industry insiders have published an article saying that buying mooncakes gives you limited edition Mid-Autumn Festival digital collections has created a new marketing model of "buying physical items gives you digital collections".
part of the Yuan Universe Mooncakes "fried" at sky-high prices
Most of the digital collections mentioned above are free gifts, which are one of the means of promotion by merchants. On some digital collection trading platforms, digital mooncakes are also sold at clear price.
includes multiple domestic digital collection platforms such as Ali 's whale probe, celestial zodiac, Tang Dynasty zodiac, hippie Yuanbeast, IOART, etc. They have all issued digital mooncakes, most of which are within 100 yuan, and some are rare. Mooncakes can be sold for thousands of yuan. On second-hand platforms, the prices of these limited-edition digital mooncakes may be sold to higher prices.
In the largest digital collection community in China, the reporter sorted according to the price and found that almost all the most expensive mooncake collections came from an AYAYI Whale Point Digital Mooncake. Among them, the cheapest one is priced at 50,000 yuan, and the most expensive one is even quoted at a sky-high price of 188,888 yuan.
AYAYI Whale Tan Digital Moon Cake was first released in the Mid-Autumn Festival in 2021 and was launched by Taobao. It is a super realistic digital person AYAYI customized NFT digital mooncake, limited to 50 pieces.
Generally speaking, digital collections have three major characteristics: uniqueness, immutability, and limited scarcity. The first two features are because the digital collection uses blockchain technology ; the limited scarcity is mainly determined by the number of issuers issuing.
Therefore, digital collections with potential for a hot spring must have two characteristics: one is the high-quality product, and the other is the small number of distributions, and the supply exceeds demand.For example, on May 30 this year, 2999 world-class intangible cultural heritage digital collections "Birthday Pictures of Immortals" became popular because of their exquisiteness, and was instantly vacant after more than 30,000 netizens.
Similarly, the uniqueness and scarcity of Whale Point digital mooncakes are also seen by players. The appearance of this mooncake is not like an ordinary mooncake, and it has a stronger sense of art and technology. Secondly, this digital mooncake is very small and is an NFT collection released by Alibaba in the early days. One player explained that among the 50 pieces that were originally released, there are currently less than 10 of the mooncakes that are still in circulation on the market, so they are very scarce.
Expert: It is indeed difficult to price digital collections
Xu Zhengchuan, associate professor of the Department of Information Management and Business Intelligence, School of Management, Fudan University, has been paying attention to the meta-universe industry for a long time. He told reporters that this sky-high price of meta-universe mooncakes are completely market hype.
Xu Zhengchuan introduced that digital collections are indeed difficult to price in reality. Because most digital collections have artistic attributes, and the pricing of artworks is very subjective, most of the artworks are scarce and valuable works in reality.
However, mooncakes are popular commodities. In reality, there is neither scarcity nor strong artistic nature. Therefore, sky-high digital mooncakes are more about concepts and hype, and have little to do with the meta-universe industry.
When asked why people began to be keen on speculating on the Yuan Universe assets, Xu Zhengchuan said that it was because the industry was too new and there was a threshold for people to understand and recognize. "People outside the wall started to blindly follow the people after seeing the people in the wall making money."
2021 is the year when the concept of the metaverse exploded. It was also in this year that domestic Internet giants entered the metaverse and carried out NFT business. All of them have developed their own digital collection trading platforms, hoping to seize new ones Raceway. According to statistics from the Crypto Research Institute, as of mid-June 2022, there were more than 500 domestic digital collection platforms.
Xu Zhengchuan believes that digital collections have economic value. The application of metaverse or blockchain technology can help society reduce operating costs, communication costs, and collaboration costs. However, the domestic digital collection market is still in its initial stage of development. For users, buying digital collections should actually be buying an IP, rather than just getting a picture.
Currently, the state explicitly stipulates that secondary transactions of NFTs are not recommended. On April 13, 2022, China Internet Finance Association , China Banking Association, and China Securities Association jointly issued the "Initiative on Preventing NFT-related Financial Risks", proposing to strictly restrict the development of NFT secondary trading market on the circulation end.
Xu Zhengchuan believes that the healthy development of the NFT market also requires the government to strengthen supervision and popular science education for the people. Only when people are familiar with new technologies and understand how the industries behind them work can the public avoid being "cut off" and the digital collection market stay away from hype and play its due economic value.
column editor: Zai Fei Text editor: Zai Fei
Source: Author: Wu Danlu
