Should the cultural tourism hotel industry still be a “Metaverse”?
The Metaverse of the entire 2021 year has been hyped up, and in 2022 it will finally usher in several pots of cold water. A few days ago, Meta (formerly Facebook) announced its fourth quarter and full-year financial results for fiscal 2021, which is the company’s first financial report after the company changed its name in October 2021. Among them, the first financial report of Meta, which set off the Metaverse craze, did not meet market expectations. In particular, the company’s heavily betted Metaverse division suffered a huge loss of tens of billions of dollars a year, which triggered a large-scale market sell-off. Just the day after the financial report was announced, Meta’s stock price plummeted by 26%, evaporating more than $230 billion in market value, setting a record for the largest single-day shrinkage of a single stock in the history of U.S. stocks. According to the latest ranking of the richest people, the Metaverse has dropped Zuckerberg out of the top 10 richest people in the world!
After Facebook changed its name, it became the “number one player” in the eyes of many people
01 Virtual real estate price cut sale 18 yuan
In 2021, the most popular word in the field of technology and even pan-finance is “Metaverse”. At the end of October, Facebook’s Zuckerberg directly changed Facebook’s name to meta, and foreign giants Microsoft and Google, including meta, also entered the Metaverse. For a time, domestic giants Tencent, Ali, NetEase, etc. also followed closely. Claiming that he has already laid out the Metaverse. The vertical subdivision industry has also stepped up to announce that it has entered the “first year of the Metaverse”, and some domestic Metaverse concept stocks have also begun to speculate. A scenic spot in Zhangjiajie directly listed the “Zhangjiajie Metaverse Research Center”.
The next landmark event is that the virtual land in the Metaverse began to become popular. Singer JJ Lin showed on Twitter that he had purchased three virtual lands on the Metaverse platform, which cost a total of about 123,000 US dollars (about 800,000 yuan). ).
For a while, various domestic players seem to have found a new way to get rich. Trapped in the real world’s policy environment of “housing and not speculating”, many people have turned their attention to virtual real estate in the Metaverse. However, due to the lack of a “public chain” and the lack of many technical links in the domestic Metaverse, it cannot guarantee fair and transparent transactions. Although they all use the banner of the Metaverse, they can only be regarded as a copycat version of the Metaverse at best .
In October 2021, the “Rainbow Universe” APP released by the A-share listed company Tianxiaxiu began its internal testing, which is also one of the first Metaverse products to appear in China. The virtual real estate inside is the same as the Metaverse in foreign countries. The price is often hundreds of thousands of yuan, and there are many buyers. Different transaction QQ groups publish various inside information, full of the mystery of “buy is to earn”. However, just a few months later, the price of these virtual real estates from Rainbow Universe has shrunk from a few hundred thousand yuan to a few hundred yuan to a few dozen yuan, and even an extremely low price of 18 yuan. This game of “beating the drums and passing the flowers” has quickly made the “virtual real estate” of some investors worthless.
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02 The domestic Metaverse with “lack of core and soul”
Tsinghua University released the “2020-2021 Metaverse Development Research Report” last year. The report stated that the Metaverse has at least capital manipulation, public opinion bubbles, ethical constraints, monopoly tension, involution, computing power pressure, economic risks, addiction risks, The top ten risk points of privacy risk and intellectual property protection require the industry and the market to return to rationality.
In fact, I personally think that these are too far. In fact, it is difficult for us to build the so-called “Metaverse” with our current strength. Just like the level of Chinese men’s football today, Asia can’t rush out, and it’s too much to talk about the follow-up development of Chinese football after the men’s football team won the World Cup championship.
To put it simply, if we want to realize the “Metaverse”, we must first find the key technologies of the Metaverse, and secondly, whether these technologies can be used by us. And these two decisive factors, we basically do not have, or completely at a low level.
Technology first. To realize the Metaverse, the first is extended reality technology, that is, XR (including virtual reality VR, augmented reality AR, and mixed reality MR), and Chinese companies have relatively weak technology accumulation in this regard. In fact, we are not unfamiliar with XR. When VR suddenly became popular in China’s technology circle in 2016, this year was even called “the first year of VR in China”. Hundreds of VR technology companies emerged in a short period of time. However, five In the past six years, the vast white land is really clean, and now only one tenth of such companies remain. In fact, as early as 1957, American filmmaker Morton Heilich invented the 3D video machine Sensorama. Users can feel the wind on the face, the vibration of the motorcycle seat, the 3D view, and even the smell of the city. People see it as the first VR device. Three years later, Heilich also invented a head-mounted display similar to today’s VR glasses. The harsh reality is that we’re playing with what other people have left, and it’s a mess.
Speaking of intellectual property. The most advanced XR technology is in the hands of several major technology giants such as Apple, Meta, and Google, which involves copyright issues. For another example, chip technology plays a more essential role in the development of the Metaverse. In the Metaverse, a lot of 3D modeling and real-time rendering are required, so the computing power of the chip is very high. Regrettably, my country’s scientific and technological development has been “lack of core and less soul” for decades. The “core” is the chip, and the “soul” is the operating system. Most of the current chip technology and operating system intellectual property are in the hands of developed countries in Europe and the United States. If we want to develop the Metaverse, we will naturally be controlled by others.
Under such a severe predicament, all walks of life jumping out to say that they want to develop the Metaverse is actually just a blind speculation and self-deception, and they are bound to encounter various “stuck necks”.
Apple’s NextVR requires users to watch with Oculus
03 Does the cultural tourism hotel industry need Metaverse?
Returning to the industry, the cultural tourism and accommodation industry has a high voice and enthusiasm for the Metaverse. Some scenic spots and some hotels have even claimed to have started the development and application of the Metaverse.
Some research articles indicate that the cultural tourism accommodation industry is closely related to the “Metaverse”, and the “Metaverse” will also bring unprecedented opportunities for the development of the cultural tourism and accommodation industry. , entertainment is the six elements of tourism activities. These aspects will be profoundly influenced by the “Metaverse”.
Take living as an example. “Metaverse” can provide people with a surreal accommodation experience. “Metaverse” can also help hotels and homestays to achieve scene marketing, and realize active connection and matching around the core of the scene. While empowering business with traffic, it also realizes traffic retention with marketing, and ultimately constitutes endless growth. cyclic ecology. Some articles also illustrate that many hotels and homestays use Metaverse technology to create e-sports hotels, wedding hotels, and slide homestays, which are deeply loved by the Metaverse groups such as Generation Z.
Not to mention whether such a transformation will really increase the income of hotels and homestays. From a technical point of view, we can’t simply describe simple acousto-optics, basic digitalization and scene marketing as Metaverses. The key is that there is no technology. barrier. In addition, it is questionable whether these so-called innovations are actually needed or liked by users.
So, let’s go back to the source of the Metaverse to think about the industry. The reason why the Metaverse can quickly become popular is that all people in the world yearn for a utopian ideal world, which is the same logic as a utopian ideal financial world created by the blockchain Bitcoin.
In the virtual world of the Metaverse, people can be richer, more equal, and more democratic than in reality, where all kinds of hierarchical identities arising from economic relationships in real life will disappear. But this is not the case. Taking the Metaverse virtual real estate mentioned above as an example, the total amount of land is fixed, so each time a user buys a piece of land, the remaining land supply is reduced by one piece. This constitutes “scarcity” in the Metaverse. How to get this “scarcity”? Its essence is to convert wealth in reality into wealth in the virtual world, just like Lin Junjie wants to spend real money to buy virtual real estate.
So in essence, the Metaverse and the real world are inseparable. Just as the game world is not completely equal, it is also important to spend money on equipment. What is certain is that the initial stage of the Metaverse must be a game of rich people and tech oligarchs. Just like Musk builds rockets and Zuckerberg is willing to pay for the Metaverse, they are a kind of scientific exploration experiment to some extent. But there is still a long way to go to truly enter the specific industry.Ask yourself, do we really need the Metaverse “technology” produced by the cultural tourism and lodging industry?
On the 130th anniversary of the construction of the Eiffel Tower, TV5 Monde launched a virtual reality tour, which allows users to rotate the video perspective, observe the panoramic view of the Eiffel Tower, and overlook the whole of Paris from the observation deck.
04 Don’t always think about speculation, love first
Of course, the fact that I wrote these words does not mean that I am against the Metaverse. I naturally maintain a favorable impression of technology, but at present our entire environment and industry are a bit too impetuous, which makes it easy to “kill” the Metaverse. As far as the cultural tourism and lodging industry is concerned, it is not too late to do a good job in products, services, brands, and digitalization, and then think about the Metaverse.
In the business environment of the past 20 years, we seem to be accustomed to speculating on concepts and are unwilling to settle down and do something practical. The problem of technology stuck in the neck now encountered is actually the cause and effect of 20 years. Although China’s digital economy ranks second in the world, it only accounts for 38.6% of GDP, ranking low. Germany is the highest, accounting for 66.7%, the United States is second with 66%, and the United Kingdom is third with 65%. What is the reason? For a long time, our Internet digital giants have been obsessed with making quick money, and some areas that require slow work have been ignored. They focus on making money on the C-side, resulting in various involutions, but the application of the B-side, especially the applications for industry and agriculture, is a completely different situation. A large number of industrial software in China are from Europe and the United States, and industrial enterprises The digitalization of China is also highly dependent on Europe and the United States.
Therefore, this is also one of the important reasons why the government should attach importance to anti-monopoly and restrain the disorderly expansion of capital. In this context, Chinese technology giants attach great importance to “going up the mountain and going down to the sea”, going up the high technology mountain and going down the digital blue ocean. Make every effort to strengthen key core technology research, break through the technical barriers of “urgent and difficult levels”, and achieve high-level self-reliance and self-improvement in science and technology, instead of focusing all energy on scientific and technological innovation of “repurchasing and reselling” .
Going back to the cultural tourism and lodging industry, it is understandable to learn more about the front-end of the world’s technology and try more new things. But we should still do professional things with professional people. We can’t just follow the trend of short videos because of the popularity of short videos today; follow the trend of live streaming and bring goods; everyone is playing the Metaverse, and they think that they are in the Metaverse. center of the universe.When our tech giants produce real Metaverse products, we can just “bring it”.
Recently, many big names in the industry have exchanged views, and everyone agreed that the most urgent things in the cultural tourism and accommodation industry are still product transformation and upgrading, service improvement and brand casting. I also want to end with a passage from a senior in the industry that sparked heated discussions in the circle of friends.
Posted by:CoinYuppie，Reprinted with attribution to:https://coinyuppie.com/metaverse-makes-zuckerberg-drop-out-of-the-top-10-of-the-rich-list-should-the-cultural-tourism-hotel-industry-still-do-it/
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