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樓主 / 被禁止的用戶
- 時間: 2021-9-17 09:01Is NFT "hot" in the marketing circle? Are you willing to pay for a virtual sneaker and virtual image? Would you buy a virtual portrait for $69 million (about 450 million yuan)?Next, True-E Canada Digital Marketing expert Jenny Mei will tell you more about it.
In March, artist Beeple's NFT work "Everydays:The First 5000 Days" was sold on the British auction platform Christie's. The winning bid for the work reached US $69 million, which is currently the third highest among works sold by living artists. "Everydays. "The first 5000 days" is a work by Beeple that combines digital pictures that he has painted for 13 and a half years.
In addition to making it into "Everydays." NFT can be used in more fields for works of art such as The first 5000 days, so not only the art world, but also brands such as Burberry, LV, Gucci, Pizza Hut and so on, have long targeted "NFT".
NFT (Non-Fungible Token) is a digital asset that depends on the blockchain, which we call "heterogeneous tokens".
As we all know, Bitcoin, Ethernet coin, US dollar, RMB and other currencies are called "homogenized tokens". Their values are equal. For example, your 100 yuan and my 100 yuan are the same and can be exchanged for the same price.
NFT is different, can not achieve equivalent exchange, because each NFT is unique, they have a unique identification code and metadata, in short, each NFT has an ID number, can not be stolen. It is precisely because this code name is different, its value is also different, just as there are no two diamonds in the world are the same, each diamond has its own unique value.
Therefore, NFT also has a strong "anti-counterfeiting" effect, and is now more used in "works of art" and sold in the form of "digital collectibles".
In fact, in recent years, with the support of Musk and others, as well as the increasing demand for NFT works and a large number of media reports, NFT has become more and more popular. According to Dune Analytics, transactions in NFT, a public blockchain platform, reached $3.4 billion in August, more than 10 times the amount in July.
At the same time, the price of NTF works began to rise all the way. For example, Twitter CEO Jack Dorsey made his first tweet in 2006 into NFT and sold it for 1630.58 Ethernet dollars (about US $2.9 million).
In fact, as long as it can be digitized, such as dolls, tickets, audio, shoes, movies. Can be made into NFT, the so-called "everything can be NFT".
The "advocacy" of this wave of wind also makes the word "NFT" from the art circle "hot" to the marketing circle recently.
From foreign to domestic, brands gradually rely on NFT for brand building. And Morketing also observed that at present, the vast majority of people who use NFT for brand marketing are international brands and well-known brands.
This is not difficult to understand, although the concept of NFT has just started in the domestic marketing market, relatively cutting-edge and has "scarcity" and "uniqueness". But it is precisely because of this that it is necessary for the brand itself to have high awareness, because only consumers who recognize the brand will be willing to pay for the brand value and concept, that is, what we call "spiritual consumption". This kind of consumption is often more high-level, away from the ordinary material consumption, but also the pursuit of value and experience.
Therefore, after the scarcity superimposes the brand value, the premium space of NFT works soars, even out of control. It is reported that the original price of 9 yuan 9 Dunhuang Feitian NFT payment code skin, which is limited on Alipay's "Ant chain vermicelli" Mini Program, has been hyped to 700000-1.5 million (salted fish has been removed from the shelves) on Xianyu, which has increased by a full 70, 000-150000 times. -
Is NFT "hot" in the marketing circle?
