digital collection + intangible cultural heritage + trendy Acer = N multiple possibilities

With the rise of the Metaverse, the concept of Web 3.0, and the development of technologies such as blockchain, the global digital economy has entered a new ladder, of which digital collections are undoubtedly the most representative products.

In the short term, the combination of digital collections with brands, IP, trend art and other content has played a huge role in promoting the cultural and creative market. In the long run, digital collections have valuable attributes such as collection and social interaction, and will become an indispensable digital asset for companies in the Metaverse era.

In the past two years, domestic digital collections have attracted the attention of the market. According to the Toubao Research Institute, the market size of domestic digital collections will reach 30 billion yuan by 2026. The current participants include not only Internet giants Ali, Tencent, Baidu, etc., but also many brands and platforms.

But the fact is that the development of domestic digital collections is still in the testing stage. Although many brands are interested in this, they are still exploring how to focus on their own advantages, combine products, and create scenarios. There is still a bias in the cognition of the collection.

Recently, the new domestic jewelry brand Chao Acer released the first intangible cultural heritage digital collection “Filigree Wind and Rain Bridge”, which was sold out in seconds. As a re-creation of intangible cultural heritage, why is it so attractive? How to understand and use the value brought by digital collections today? We tried to clear the layers of clouds behind the digital collection released by Chao Acer.

The rise of the digital collection market, players from all walks of life flock to the track

Whenever digital collections are mentioned, NFT cannot be avoided.

NFT refers to non-fungible tokens with indivisible, irreplaceable and other characteristics. NFT is essentially a string of data stored on the blockchain, which has the characteristics of verifiability and immutability.

Digital collections refer to the use of blockchain technology to generate unique digital certificates corresponding to specific works and artworks, and on the basis of protecting their digital copyrights, to achieve authentic and credible digital distribution, purchase, collection and use.

According to GF Securities Research Report, China’s digital collection market and overseas NFT market have evolved into two industry ecosystems. NFT emphasizes the financial value of non-fungible tokens, while digital collection emphasizes the content value of digital assets. Although the two cannot be equated, in China, the title of NFT is often replaced by digital collections.

In June 2021, Alibaba and the Dunhuang Institute of Fine Arts cooperated to release two NFT skins, Dunhuang Feitian and Nine-color Deer, starting the development of digital collections in China. Subsequently, players from all walks of life closely followed the trend of the times and laid out the digital collection market one after another.

According to CDC’s “2021 China Digital Collection (NFT) Market Analysis and Summary”, the number of digital collections sold on various platforms in China in 2021 will be about 4.56 million, with a total issuance value of about 150 million yuan.In addition, according to media reports, the number of domestic digital collection distribution platforms has exceeded 600.

Due to the characteristics of its own traffic and topics, the boundaries of digital collections are constantly expanding, and this craze has also extended to other industries. For example, cultural tourism, media, sports, online literature, music, animation, etc., various industries have successively released digital collections to make new attempts to digital transformation.

At present, everything can be “digitized”, and digital collections have sparked with videos, games, pictures and other content forms, but this time they have collided with intangible cultural heritage.

After the Metaverse Conference, Chao Acer became a pioneer again

Counting down the domestic jewelry brands, if any one dares to explore and innovate, Chao Hongji is undoubtedly on the list.

From digital transformation, private domain traffic, short video, live broadcast delivery, etc., Chaohongji has always been at the forefront. In May of this year, Chaohongji directly opened a new product launch conference in the Metaverse, becoming the first brand to “eat crabs”.

digital collection + intangible cultural heritage + trendy Acer = N multiple possibilities

At this press conference, Chaohongji moved the store as a whole online and reshaped a walk-in digital space base to bring users an immersive experience. In addition, the digital virtual person Shine and the host partner live broadcast, which has become the focus of attention.

When the jewelry industry was still confused about the Metaverse, Chao Acer provided a new benchmark for cases.However, within two months, Chao Hongji has become a pioneer in the industry again, and this time it is a digital collection of intangible cultural heritage.

On July 23, Chaohongji officially launched the “Intangible Cultural Heritage Filigree Wind and Rain Bridge Digital Collection” with a limited number of 999 copies worldwide, and registered it on Ali Auction for sale. “Filigree Wind and Rain Bridge” attracted tens of thousands of onlookers, and the sale was “sold out in seconds”, which is enough to show everyone’s love for this digital collection.

digital collection + intangible cultural heritage + trendy Acer = N multiple possibilities

The prototype of this intangible cultural heritage digital collection is the “Filigree Wind and Rain Bridge”, the treasure of the town hall of Chaohongji Zhenbao Jewelry Museum, and it is also the largest filigree craft work in the world.

With the joint efforts of Chaohongji Filigree Studio and a number of cultural scholars, experts and craftsmen, it took more than four years to restore the unique building “Wind and Rain Covered Bridge” of the Dong people. Refreshed. It can be said that this “Filigree Wind and Rain Bridge” has irreplaceable technical and artistic reference value.

digital collection + intangible cultural heritage + trendy Acer = N multiple possibilities

At present, digital collections are gradually infiltrating our daily life. Chaohongji chose to recreate the world-renowned intangible cultural heritage filigree products, and cooperate with designers to re-design the entire building, restore the intangible cultural heritage filigree skills, and convey the flow of light and shadow to the beauty of the filigree.

This is also another in-depth exploration of Chaohongji in the digital age, where art, culture and emerging technologies are intertwined after the Metaverse conference and digital virtual human .

Starting from the digital collection itself, a high-quality digital collection is inseparable from these three key factors – vision, technology, and connotation. And Chao Acer’s “Filigree Wind and Rain Bridge” undoubtedly takes into account the three.

Visually, the digital collection of “Filigree Wind and Rain Bridge” adopts the style of black and gold ink painting, which is full of ancient elegance and timeless sense of historical age, conveying the concept of “blank” of oriental aesthetics. In addition, the Da Vinci dynamic visual plug-in is selected to allow users to have a sense of real space on the virtual line and create a follow-through light effect.

Technically, the creation of this digital collection also specially uses AI technology to generate a black and gold ink background by training AI, making it full of a sense of historical age, and using AI algorithms to turn the original static photos into 3D photos with motion parallax, restoring non- Filigree technique.

In terms of connotation, the filigree inlay process is the first of the “Eight Wonders of Yanjing”, and it is also a national intangible cultural heritage. “Filigree Wind and Rain Bridge” can be described as a combination of art, culture and craftsmanship. It is the embodiment of the inheritance of traditional Chinese culture and the product of historical precipitation. It has a very high value connotation.

Among the intangible cultural heritage digital collections released by the domestic jewelry industry, Chaohongji is the first one. Behind the daring to try, is the embodiment of the product strength of Tide Acer, and it is also the determination of the “new technology + culture” line.

Intangible cultural heritage collides with digital collections, the N multiple possibilities behind it

2021 is recognized as the first year of domestic digital collections, and the digital collection market will rise accordingly, and an era of digital collections in China is kicking off.

Earlier, domestic museums were one of the main participants in digital collections. The precious cultural relics in museums are being known and collected by the public through digitalization.

With the development of digital collections, the boundaries have been broken, and more and more other brands have joined in, but how to understand and play the value behind it has also become a difficult problem for brands.

To be sure, digital collections are by no means just a new type of cultural and creative product. As the first jewelry brand to release digital collections of intangible cultural heritage, we can see the N-heavy value behind the digital collections:

Give brand value connotation

Jewelry consumption is different from other industries. In order to become the first choice of users, the brand power of enterprises is the key, and digital collections can give jewelry more brand value connotations.

Chao Acer will create a digital collection of intangible cultural heritage from the “Filigree Wind and Rain Bridge”, which can further enhance the interaction and connection between brands and users in the digital field. With the help of digital collections, the brand can be further deepened in the minds of users.

In fact, like many foreign luxury goods that have produced digital collections, Burberry, Max Mara, Coach, La Perla, and Bogner have all released related products in the form of pictures, videos, merchandise, etc.

As a new product form spawned by new technologies, digital collections can become a new way of conveying brand DNA without harming brand power, and endow brands with new value connotations.

Precipitate brand digital assets

In the past, brand digital assets were difficult to measure. Including users’ word-of-mouth, brand voice, etc., these are difficult to precipitate into effective data assets.

As a product based on blockchain technology, digital collections are different from other virtual brands, but are visible and even tangible brand digital assets. At the same time, the IP and social attributes of digital collections can help brands build fan groups and help maintain long-term relationships between brands and consumers.

The intangible cultural heritage digital collections created by Chao Acer can attract users in a digital form, and can better accumulate user data, so as to establish longer-term and deeper communication with users.

Create a younger brand

Digital collectibles are usually sold in limited quantities, which makes them scarce. Whether it is a collection or a gift, it satisfies young people’s pursuit of a sense of experience and personalization.

Nowadays, young people prefer to pursue trends in consumption. It can be clearly observed that most of the main players in digital collections are young people, especially the post-00s and other generation Z people.

Digital collections are a fad and trend these days. When brands create digital collections, on the one hand, they can strengthen the emotional connection with young consumer groups, and on the other hand, they can help brands achieve rejuvenation and make brands more acceptable to young people.

Although jewelry is an ancient industry, with the help of concepts such as Metaverse and digital collections, Chaohongji brings vitality to the brand and establishes connections with young people through new digital experiences and cool forms.

Protect heritage culture

The cultural and creative digital collections of the Henan Museum, “Fuhao Owl”, the Hubei Provincial Museum’s digital collection of “Goujian Sword of the King of Yue”, the first digital cultural and creative product of the Jinsha Site Museum, etc., the digital collections have further brought the public and cultural and artistic appreciation closer. distance.

Nowadays, Chaohongji has preserved the Filigree Wind and Rain Bridge in the form of digital collections, and promoted the nearly lost traditional craftsmanship to a new world, so that more people can see that the tradition of intangible cultural heritage has more possibilities in the current context, and give intangible cultural heritage The hope of new life, the protection of cultural heritage.

Don’t let bad money drive out good money

The emergence of new things is often accompanied by controversy, and digital collections are no exception.

Today’s digital collections are still evolving and evolving, and players in different industries are broadening and enriching their meanings. But digital collections have a long way to go from “experimental weapons” to “conventional weapons.”

Judging from the current technology and market environment, digital collections are still in the early stage, and the creation of value is more reflected in

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