618 Nuggets digital collection? Burberry and other luxury brands battle the Metaverse

Compared with 618 in previous years, they raced against the clock to pay the final payment. This year, the “hand-pickers” who have “blooded battles” on major e-commerce platforms have to work hard to get their favorite digital collections.

“The alarm clock has been set, and it will arrive on time. I hope you all drop the line!”

“It’s so cool, I want it, I want it, I’m looking forward to it!”

Compared with 618 in previous years, they raced against the clock to pay the final payment. This year, the “hand-pickers” who have “blooded battles” on major e-commerce platforms have to work hard to get their favorite digital collections.

Digital collections have become one of the current trends among young people. The reporter of “Daily Economic News” noticed that compared with the large sums of money in previous years, the promotion of brands in the middle of this year is more concerned with accurate and efficient traffic, and digital collections have become a key application.

For the first time, the war on the e-commerce platform has also burned to the “Metaverse”: Taobao has established a special project team for the Metaverse, and launched Metaverse shopping on 618; Chaowan brand digital collection.

618 is not only a shopping feast, but also a window to gain insight into new consumption, new formats and new trends.Through this window, what innovative ways does the e-commerce platform have around digital collections? More and more brands cooperate with e-commerce platforms to release digital collections. What are the shortcomings and challenges behind the opportunities?

Perhaps in the future, digital collections will become the main position for brand marketing exposure and a new traffic pool for e-commerce platforms, but competition will inevitably become fierce.

In order to obtain digital collections, it is not only necessary to work hard, but also to buy more “quantity”

Searching for “digital collections” on Taobao and Jingdong will pop up a separate entrance.

According to the reporter’s experience and understanding, when you enter the “Tmall Digital Collection” channel, you can see a variety of digital collections. Clicking on these digital collections will automatically jump to the relevant store.Compared with the digital collections sold at a fixed price in the past, the digital collections on the Tmall platform are mainly in the form of “physical products + limited gifts”, which means that if players want to be eligible to be gifted, they must not only work hard, but also extra Increase the number of purchases.


Image source: screenshot of Taobao platform

For example, in order to obtain a digital collection of virtual costumes designed with cute strawberry cheese ice cream roses, you not only need to be the top 2,000 payers, but also the purchased products must be 20 ice creams under the specified link, and you need to spend at least nearly 150 yuan to have a chance. get. Another Zheng Banqiao “Two Branches Repairing Bamboo” digital collection launched by Rongbaozhai is limited to 1,500 copies. Consumers need to spend nearly 600 yuan to buy a designated gift box of the four treasures of the study to have a chance to get it.

In order to make consumers more immersive and interactive, Tmall has also launched the “Metaverse Special Show”, where consumers can go to the “virtual show” and watch the “digital collection” show, which is like visiting a shopping mall , discover your favorite digital collections.


Tmall’s big day 618 yuan universe special show Image source: Video screenshot

Compared with Tmall, JD.com adopts two forms of “physical goods + gifts” or direct purchase of digital collections.Among them, direct purchase of digital collections will be relatively easy. For example, players can spend 19.9 yuan to get the digital collection of “A Thousand Miles of Rivers and Mountains: Qi Luo Shenshui Fu”. In addition, JD.com also joined hands with a number of trendy game brands to sell digital collections for the first time, such as the launch of Optimus Prime digital collections with Transformers.


Image source: Screenshot of Jingdong Digital Collection

“The Metaverse itself is topical, and it is easy to attract attention and thus has a certain customer acquisition function. The NFT launched by the 618 e-commerce platform is mainly based on brand grafting, and more of it plays a role in promotion and marketing, driving overall sales. It is a new marketing method and exploration.” On June 17, Yu Baicheng, president of the Zero One Research Institute, said in a telephone interview with every reporter that compared with the vertical platforms in the digital industry, “e-commerce platforms belong to the public. The platform can help digital products reach a wider audience and play a popular role.”

The internet is a business of competing for time and attention. According to Yu Baicheng’s observation, young people are now pursuing trends in consumption. E-commerce platforms take advantage of the popular digital collections, not only to find new marketing tools, but also to capture the attention of consumers.

Burberry and other luxury goods have entered the game, and have used digital collections to “bind” 618

“We hope to help brands explore innovative forms of Metaverse virtual goods beyond the limitations of physical goods, and bring new experiences to consumers.” On June 16, Dachun, the manager of Tmall’s digital collection channel, was interviewed by reporters every time. When talking about the platform’s Metaverse strategy, “Users can not only associate with brands through purchases in real life, but also obtain unique and permanent brand digital assets in the Metaverse.”

At the important node of 618, the e-commerce platform has fully launched the Metaverse competition around digital collections. “Behind the digital collection is a new group of people, so it will definitely bring increments. Compared with traditional brand marketing, the digital collection is a new marketing carrier that integrates multiple functions, which can not only help the brand to convey the tonality, but also convey its The core assets also have innovative virtual rights.” Dachun said that most of the buyers of digital collections are male, showing the characteristics of high education and high spending power.


Tmall platform digital collection Image source: screenshot of Tmall APP

However, every time the reporter noticed that the digital collection on the Tmall platform is only a buy-and-gift form based on the brand’s new products/limited products or a member’s gameplay that is implanted in the brand, and is not sold separately. In this regard, Dachun told reporters, “Digital collections are an innovative virtual right of the brand. We hope that it is not done as a single content that can be sold at a price. We also hope that brands can regard digital collections as a way to integrate the core assets of the brand. Go in digital form. Because of this, brands can communicate with users in a longer and deeper way.”

In Dachun’s view, digital collections can empower brand marketing, so that consumers’ rights are no longer limited to discounts and samples. “Digital collections are not only a new topic of communication between brands and existing groups, but also a new tool for brands to attract new people. Digital collections have become an innovative virtual right that conveys brand DNA without harming brand power.”

This year’s 618, many luxury goods have also specially produced digital collections, and the product forms include pictures, videos, 3D products, etc. Every time the reporter sees that, Burberry, Breitling, Max Mara, Coach, La Perla, Bogner, Versace have all released digital collections on Tmall Luxury Products, with a circulation of over 2,000 and nearly 400 pieces of 618 main products. “Up to now, the products associated with and bound to digital collections have had good sales.” The relevant person in charge of Tmall Luxury Products revealed in a written interview with every reporter on June 18.

Who likes digital collections of luxury goods? “Part of them are senior luxury buyers with certain consumption power and high net worth people on the platform. In terms of luxury consumption choices, they prefer to try new products and are more motivated to acquire digital collections. Another part is highly interested in new things. The young people who are concerned, the aborigines of the Internet are naturally chasing new and different, and many of them are senior digital collection collectors and enthusiasts, and they pay close attention to the dynamics of digital collections.” The above-mentioned Tmall luxury person in charge told each After reporters, the sale of digital collections is also a good opportunity for luxury brands to establish connections and further communication with young consumers.

Or become a social passport for young luxury consumers

“Babycare ‘Love Manuscripts’ series of digital collections capped the first day, driving the turnover of shopping gold to be 800% higher than usual; ANTA Winter Olympics series of digital collections, the user interaction market reached 230 seconds; Coca-Cola’s New Year of the Tiger limited collections to help its Spring Festival in the Year of the Tiger The first batch of pre-sale inventory for the limited edition online was sold out one week in advance.” Dachun admitted to every reporter that the specific data of this year’s 618 has yet to be counted, but through past cases, it is conceivable that digital collections will still have dazzling performance.

According to Dachun, digital collections can not only efficiently transform accurate crowds, but also have high crowd stickiness. At present, the return visit rate of the channel is as high as 70%. As a result, more and more brands have begun to participate. “Since the upper limit in November last year, we have cooperated with more than 100 brands, and gradually spread from the head brand to the mid-waist brand, and issued more than 250,000 collections.”


Coca-Cola New Year of the Tiger Limited Collection Image source: Screenshot of Tmall APP

Indeed, digital collections, an organic carrier of commerce and art, can connect brand spirit and artistic creation through a new digital form, and retain them permanently in the digital world. Therefore, more and more brands hope to interact with users frequently through digital collections, and the joint efforts of brands and e-commerce platforms will surely release greater commercial potential.

“Digital collections can put the brand’s own story and DNA in the collection, and then put it into the user’s personal favorites through blockchain technology for permanent storage.” Dachun believes that the main user and market size of digital collections They are constantly expanding. “Once a new marketing growth point emerges, brands can often act quickly, and more brands will enter the game next.”

When more brands and platforms join the digital collection camp, the competition will intensify. Yu Baicheng believes: “E-commerce platforms need to pay attention to the development trend of domestic digital collections, find the integration point with digital collections under the premise of compliance, and update the marketing methods of digital collections in a timely manner, in order to continuously attract users.”

At the same time, in the process of quickly entering digital collections, it is difficult for brands to maintain their own tonality and continue to produce high-quality digital collection products.

Despite the popularity of digital collections on e-commerce platforms, Dachun is well aware of the challenges. “We hope to weaken the secondary transaction attribute of digital collections. Under this situation, we are worried that when brands and platforms enter the game quickly, they will disrupt the market with collections of low quality and uneven authorization. We hope that everyone will be attentive. In a healthy competitive environment for high-quality digital collections, maintain a high level of digital collection creation.” In addition, digital collections also face the challenge of innovation, how to continuously expand the use scenarios of digital collections, on the basis of maintaining the stickiness of the existing crowd, Continuing to attract the attention of new people and make the virtual marketing people and goods market more active is the next topic.

“Digital collections may become a social passport for a new generation of young luxury consumers. If we imagine the parallel world of the ‘Metaverse’, in the future, digital collections will also be connected to the virtual world.” People say that a part of shopping will migrate to the Metaverse in the future.

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