Procter & Gamble, Nike, Nayuki, and Coca-Cola are collectively consuming the “Metaverse”

At the end of the Internet is the “Metaverse”.

In the second half of 2021, the concept of “Metaverse” has become popular, and many companies have new stories.

In the eyes of staunch supporter Zuckerberg: In the Metaverse, your TV, computer, mobile phone and other equipment at home are no longer real objects, but “holograms”. He renamed Facebook “Meta” and used practical actions to complete the blueprint in his heart.

This “hologram” conceived by him is bringing new imagination to Internet platforms and brands. Driven by “everything is possible in the Metaverse”, even P&G, Nike, Naixue, Coca-Cola, etc. without technology genes, many consumer goods brands have announced their entry into the “Metaverse”.

As more and more consumer goods are involved, the value of NFTs (non-fungible tokens) and virtual idols also increases.Leading consumer goods brands have established their own virtual spaces, NFTs, and virtual idols.

Faster than the domestic Internet giants, consumer goods companies can engage in “Metaverse”, are you surprised? Are you surprised?

In awe of the power of science and technology, we can imagine a commercial street in the “Metaverse”, which can bring new impetus to consumption. But at the same time, we must also be wary of pseudo-concepts, the “virtual” carnival created for marketing, which is divorced from the essence of business.

Consumer goods company “obsessed” with the Metaverse

The Metaverse that makes the brand tempted, originated from the word “Metaverse” in the 1992 science fiction novel “Avalanche”. The plot in the book takes place in a futuristic setting in which a real human and a virtual person live together in a virtual space through a VR device.

In the 21st century, the Metaverse is an oasis similar to Ready Player One, a realistic virtual world and a parallel universe. In the Metaverse, people can have virtual characters in a virtual space, where they can socially interact, entertain, and even produce transactions.

In the Metaverse, virtual characters and IP are essential elements for every player, so this has become the easiest way for brands to enter the game. Technical processing, the combination of “virtual world” + “real social interaction”, to a certain extent, is also the reason why the Metaverse can once again debut in a sci-fi coat in 2021.

Since the concept of the Metaverse first exploded abroad, foreign brands have joined the Metaverse battlefield quickly.

The luxury brands Bruberry and Balenciaga were the first to enter the Metaverse . They respectively co-branded with game companies and launched limited NFT characters and costumes that can be purchased , or customized NFT outerwear and accessories for the characters in the game.

Subsequently, Coca-Cola and digital wearable device design platform Tafi jointly launched the NFT digital collection, the work of Coca-Cola Friendship Box.

Partner Tafi said that he was doing “something more meaningful than fashion items”.

Procter & Gamble, Nike, Nayuki, and Coca-Cola are collectively consuming the "Metaverse"

Coincidentally, Gucci cooperated with the virtual social platform Zepeto to create a Gucci dream villa. Within the Zepeto app, users can purchase Gucci collections of clothing, handbags, shoes and more to wear for their 3D avatars. And, Gucci also released their first digital virtual sneaker “Gucci Virtual 25”.

In the past, the image of NFT was just an avatar or a collectible. Gucci’s virtual sneakers were the first batch of commodities that reproduced the virtual world in reality. Its significance is: NFT began to break away from the attributes of collectibles and tokens, and became a commodity Circulation, but most NFT products are expensive .

FMCG giant Procter & Gamble has not been idle either. Its brand P&G Beauty recently launched an online virtual world “BeautySphere” at the Consumer Electronics Show in the United States . The theme is “Responsible Beauty”. Consumers can interact with the brand through virtual reality technology. , visit Kew Gardens, Kew, and discover the botanical ingredients used in the P&G brand, Herbal Essences.

The Metaverse boom has simultaneously swept across major domestic consumer goods brands.

On December 7, the new consumer brand Nai Xue’s Tea announced its entry into the “Metaverse”, and the NFT blind box it issued was sold out in seconds. At the same time, Nai Xue launched a stored value card benefit of “charge 100 and get 150”, and the sales reached 190.45 million yuan within 72 hours, which is equivalent to the sales performance of stores nationwide for nearly a week.

Procter & Gamble, Nike, Nayuki, and Coca-Cola are collectively consuming the "Metaverse"

However, just as Nai Xue expanded its business under the banner of the Metaverse, another tea giant also announced its entry into the Metaverse. Michelle Bingcheng has been intensively applying for registration of a series of Metaverse-related trademarks within one month, including “Mixueyuan Universe”, “Snow King Metaverse”, “MIXUEMEAT”, etc. The international classification involves videos and advertisements. Sales, catering and accommodation, scientific instruments, etc.

Procter & Gamble, Nike, Nayuki, and Coca-Cola are collectively consuming the "Metaverse"

In addition to the milk tea brands, according to public information, traditional brands Leng Suanling, Wuliangye, Natural Hall, and Xiaopeng Motors have successively built their own digital collections, namely NFTs.

While major brands build virtual IP and NTF, the Internet platform has not stopped. On December 26th, Baidu released the first domestically produced Metaverse product “Xi Rong”, and Yue Fresh Milk, as the only cooperative brand in the dairy industry, will officially land in Xi Rong space to meet consumers across the country, thus opening the first milk in the Metaverse. A new era for brands.

It is in the virtual space of Xiyong that people found a “fresh milk experience factory” with a height of 100 floors.

However, the intensive entry of consumer brands into the Metaverse is still in its infancy. Although a large number of consumers spend a lot of money on virtual products, it is more important for brands to use the Metaverse to further market their brands.

Old wine in new bottle

In fact, many consumer goods brands have encountered bottlenecks in their growth at this stage, and they have turned their attention to marketing efforts to create hot spots to increase brand awareness and increase product sales . Therefore, it is not difficult to understand why brands have begun to embrace the Metaverse. Even if there is no clear plan, most of the trademarks of the Metaverse are registered while the heat is hot.

Because most consumer goods companies do not have enough IT and intelligent hardware teams, and lack black technology technology patents (technological R&D investment) and Internet products, it seems that entering the Metaverse is still a tentative game for leading brands.

If you look closely at their game rules, you will find that in essence they are still doing some virtual IPs, virtual idols, virtual spokespersons, and virtual interactive games. The essence is to do brand marketing through technologies such as VR/AR . In fact, this method is widely used in the domestic home improvement industry.

When it comes to virtual idols and virtual spokespersons, it is nothing new.

Procter & Gamble, Nike, Nayuki, and Coca-Cola are collectively consuming the "Metaverse"

As early as 2016, Mengniu adopted VR technology to allow consumers to experience the milk processing technology while staying at home.

In November 2021, the virtual IP launched by Mengniu Cryogenics, the Crown Bacteria Alliance, conducted the first virtual live broadcast of micro-variety shows on the e-commerce platform. During the two-hour live broadcast, it attracted 1.03 million people to watch online, received 1.27 million likes, and the transaction amount increased by 430.54% compared with the same period last year, which was a huge success.

Even in 2018, Huawei has tried several AR experiences in smartphones, and Amazon is also offering AR shopping experiences to Android users.

In addition, in 2019, with more and more emerging beauty collection stores and more complex cosmetic categories, Watsons launched the first AI virtual idol spokesperson “Qu Chenxi Wilson”.

Qu Chenxi will not only appear in various market activities and communication channels as the AI ​​spokesperson of Watsons brand, but also provide professional and personalized consulting services according to the different consumption preferences and needs of customers.

Procter & Gamble, Nike, Nayuki, and Coca-Cola are collectively consuming the "Metaverse"

However, from today’s point of view, Watson’s service, like Mengniu’s technology, has not been fully popularized.

Similarly, Soul, as a platform for creating user IPs, has created virtual identities for users, and based on interest graphs and social portraits, it randomly matches people with similar interests. On this basis, Soul launched the face pinching function, allowing users to create their own virtual avatars on the platform.

With the passage of time, a group of excellent face pinching artists have gradually emerged on the platform, and their avatar works have also been sought after by users.

Whale merchants believe that the reasons for such results are that, on the one hand, the technology is not yet mature, and on the other hand, the brand side pays more attention to attracting traffic and enhancing revenue generation at this stage. The deeper expected goal, the immersive experience, cannot be achieved for the time being.

What platforms and brands can do is to create the brand’s own IP and fabricate the virtual IP image of consumers in the Metaverse concept that emphasizes virtual social interaction.

On the whole, whether it is a popular virtual idol or a Metaverse concept, similar to the VR, AR and other technical marketing in previous years, they are all marketing behaviors that change the soup without changing the medicine.In order to fully implement the application of the brand, it still needs to spend a lot of manpower and material resources to study.

The future, the shopping paradise of the Metaverse

From the strategic perspective of future development, based on the progress of Internet/Internet of Things technology, intelligent hardware technology (wearable devices), VR/AR technology and AI technology, the concept of Metaverse will realize a virtualized, three-dimensional and digital parallel world . Including social, games, entertainment, tourism and other natural commercial scenarios. Likewise, there are strategic implications in the retail consumption sector.

Metaverse is not only a social and game platform, but also a helper that can make the real world more three-dimensional, promote industrial upgrading, and improve the level of manufacturing. Its interior is more like a virtual town.

Procter & Gamble, Nike, Nayuki, and Coca-Cola are collectively consuming the "Metaverse"

In the virtual towns of the Metaverse, tech giants have built infrastructure—platform scenarios. For example, Taobao Live has launched a virtual anchor, which is the “peripheral product package” in the early days of Metaverse.

In addition, ByteDance spent 9 billion to acquire the VR startup Pico in August 2021, detonating the industry’s discussion and imagination of the “Metaverse”. In January of this year, Tencent acquired the “Metaverse” company “Black Shark Technology”. This all means that the giants will further bet on the virtual market.

Fast-moving consumer goods quickly label themselves with the Metaverse, issue NFT products, provide content and goods for virtual towns, and consolidate their brand image. Because consumers’ current shopping is mostly “planting grass” through Taobao, Douyin, and Xiaohongshu.

The products are based on pictures, texts and videos, and lack a three-dimensional sense. The new type of e-commerce built in the future Metaverse will reproduce the offline blocks to the online, allowing users to shop in real blocks, walk to different stores, and select products with the help of virtual salespeople.

However, when the platform enters the Metaverse and the brand is doing marketing crazily, this upsurge also requires the government to provide order guarantees and supervise digital currency. In order to avoid decades later, the Metaverse will follow the “footsteps” of live streaming.

Specifically, in the sci-fi work “Three-Body Problem”, the author Liu Cixin once believed that the application of information technology in the virtual world will entertain human beings to death. Because the Metaverse is an extremely seductive, highly hallucinogenic mental virus. And the virtual world is indeed very tempting. When a strong application scenario is developed in the Metaverse and brand products, it will also face a primitive “Western World” that lacks order.

Although the Metaverse and related technologies are booming now, the technological fantasy and new space-time order it brings have made leading brands from all walks of life obsessed with it. However, as the popularity of the brand in the Metaverse marketing level recedes, the essence of the brand is still to make good products and keep up with the pace of the times. And delving into the scenes created by the Metaverse is the icing on the cake.

Posted by:CoinYuppie,Reprinted with attribution to:
Coinyuppie is an open information publishing platform, all information provided is not related to the views and positions of coinyuppie, and does not constitute any investment and financial advice. Users are expected to carefully screen and prevent risks.

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