Take stock of the value of digital collections of physical brands across the Metaverse

The value of digital collections

Digital collection, also known as encrypted digital artwork abroad, is a non-homogeneous token used to represent digital assets, in electronic digital form, will include paintings, audio and video, etc., through a certain Internet. Terminal encryption has the characteristics of unique number, permanent storage certificate, non-copying and non-tampering. It is considered to be an important part of asset confirmation and asset circulation in the Metaverse. In the middle of last year, I took stock of the value of some popular digital collections at that time. At that time, my value system was not perfect enough. In this article, I added several dimensions of value evaluation on the basis of the previous one. I hope to discuss with you further. and exchange.

In the last article on deconstructing the value of digital collections, we divided the value of digital collections into two parts: exchange value and use value.

Among them, the exchange value refers to the purchasing power of digital collections, that is, the transaction price of digital collections with currency or other items. So I divide the exchange value into two parts:

  • Tangible value: refers to the various costs of creating this digital collection, including design creation time cost, labor cost, transaction cost, casting cost, etc.
  • Intangible value: Refers to the design creative value and brand premium of the digital collection.

The other is the use value, which refers to the attribute that the commodity can meet people’s needs. I think it includes entertainment value, collection value, social value, production value and communication value.

  • Production value: The digital collection can be used as a production tool to obtain other benefits. For example, the NFT itself in some blockchain games can obtain virtual currency in the process of playing the game.
  • Collection value: The digital collection has the attributes of preservation, appreciation, commemoration, etc. At the same time, the endorsement value of the holder and the issuer, and the rarity of the digital collection should also be considered.
  • Entertainment value: The digital collection has entertainment properties and can be used for leisure, games and other scenarios. 
  • Social value: A digital collection product with a large number of users and a large number of fans. This kind of collection helps the holder to show his personality in social interaction, seek a sense of identity, integrate into the community faster, increase trust, and improve social efficiency, etc.
  • Communication value: Today, when the difficulty of acquiring customers is increasing and the cost of attracting traffic is getting higher and higher, the attention economy, or eyeball economy, is a business model for enterprises to obtain economic benefits. Therefore, the communication value is that the digital collection can attract attention and The ability to increase sustained attention.

In 2020, digital collections began to become popular in the blockchain circle, and by 2021, they began to make waves in the art, collection, investment, and technology circles, with collection auctions and transactions hitting new highs again and again. At the beginning of 2021, NBA Top Shot became popular, and at the peak of its popularity, the transaction volume in a single day could reach 45 million US dollars. Among them, the digital star card with the highest turnover was a dunk by famous star LeBron James in the 2020 Finals, with a turnover of up to 230,000 US dollars. In March, artist Beeple’s “Everyday: The First 5000 Days” sold for $69.34 million in an online auction at Christie’s, making it the third most expensive work by a living artist.

This transaction has triggered a refresh of the values ​​of many people in the art industry. There are mainly three iconic points: first, a little-known digital artist, the first time to go to the mainstream auction house; second, the first time to go to the auction The line price has exceeded the turnover of a single work by many top artists in the past; third, this is a native digital artwork.

In May, the digital artwork “Tianshuhao”, a collaboration between famous Chinese artist Xu Bing and Wanhu Space Art, was auctioned for $300,000. Many people may say that Xu Bing’s work sold for $300,000. It’s not worth mentioning, but this transaction will surely become an important landmark event in the history of art trading, because the whole work is a performance art. People in the art industry should know that before the birth of the NFT accounting technology, performance art was difficult to be traded and collected, and it was difficult to confirm the rights. In the future, we can foresee that performance art will become an important part of art collections. .

In December, the experimental NFT Merge created by crypto artist Pak fetched a whopping $92 million. 

Recently, Yuga Labs, the developer of Bored Ape Yacht Club, completed a $450 million seed round at a valuation of $4 billion. According to nansen data, the total market value of CryptoPunks exceeds $2 billion, and the total market value of Mutant Ape Yacht Club and CloneX exceeds $1 billion. In the US dollar, the overall market value of the NFT market exceeds 20 billion US dollars.

While the transaction of native digital artworks is in full swing, various physical and traditional industries have also begun to enter the Metaverse, launching their own digital collections, and empowering traditional products through this innovative method. Let me take a look at some of the companies that have launched digital art.

LV

Take stock of the value of digital collections of physical brands across the Metaverse

Take stock of the value of digital collections of physical brands across the Metaverse

On August 3, 2021, LV launched a digital collection “LOUIS 200” to celebrate the 200th birthday of its founder, Louis Vuitton.

Quantity: 30 servings

How to get it: Play the game

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Players collect 200 candles in the game “LOUIS THE GAME” to commemorate Louis Vuitton’s birthday. Every time a candle is collected, a LV postcard will be randomly lit, and there is a very small probability of getting 30 digital collections limited by LV.

This small game LV is very well done. Many people forward it. At the same time, some digital collections are co-created and completed by Beeple. However, after receiving the NFT, it is not clear what can be done, so it can only be added to the entertainment value and other values. It remains to be seen, if LV can empower these NFTs in the future, it can change the value.

Gucci

Take stock of the value of digital collections of physical brands across the Metaverse

Take stock of the value of digital collections of physical brands across the Metaverse

On February 1, 2022, Gucci partnered with digital character brand Superplastic to launch an NFT series of digital collections called SuperGucci.

Quantity: 500

How to get it: buy

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It can be said that GUCCI has tried digital collections many times. This time, the digital collection has also caused a violent response in the digital art circle. Every user who holds a digital collection can get a physical figure.

BYD

Take stock of the value of digital collections of physical brands across the Metaverse

On November 8, the limited NFT music collection of BYD’s Hanguo wind electronic music theme song “China-Han” was officially launched.

Quantity: 999 copies

How to get it: Purchase specific items

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This digital collection of BYD combines music and Chinese elements. It is innovative to a certain extent, but it is relatively restrained in distribution and has not been widely spread. However, as a domestic brand, it has won some applause for its attempt to enter the Metaverse.

Audi

Take stock of the value of digital collections of physical brands across the Metaverse

November 17 Audi 33rd Anniversary Limited Digital Collection “Parallel Illusion”

Quantity: 33 servings

How to get: Weibo lottery

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The Audi collection was designed by the famous designer Yuan Zeming. The picture is simple, but it brings cyberpunk, speed and technology to the extreme. It has attracted a lot of attention in the collectors’ circle, and many people are asking about how to obtain it, but his number of copies is only 33, which has increased a lot of collection value.

Nike

Take stock of the value of digital collections of physical brands across the Metaverse

On November 27, 2021, Nike’s trendy brand RTFKT launched the first NFT avatar project “CloneX”.

Quantity: 20000 copies

How to get it: buy

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Some of the collections in this project were launched in collaboration with the famous artist Takashi Murakami. The official recently released 2 airdrops for CloneX holders, one is PodX, a virtual space that can display NFT collections, and the other is the mysterious box MNLTH that has aroused heated discussions.

Adidas

Take stock of the value of digital collections of physical brands across the Metaverse

On December 17, 2021, Adidas and Bored Ape Yacht Club launched the “Into the Metaverse” series of NFTs.

Quantity: 30000 copies

How to get it: buy

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Users who hold NFTs can claim the same sports suit from Ape Indigo Hertz, gmoney’s iconic orange hat, and a hoodie with a blockchain address.

Nike and Adidas have always been equal rivals. One of these two collections cooperates with big-name artists, and the other cooperates with top IPs in the CRYPTO industry. The reputation and market price of these two collections are good. If this NFT can be empowered in the future, it will be possible. Make the most of your value.

Erie

Take stock of the value of digital collections of physical brands across the Metaverse

On January 20, 2022, Yili and Tencent Magic Core launched the “Champion Shine 2022” digital collection.

Quantity: 2022 Sparkling Specials, 17 Limited Editions

How to get: lottery

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Although this collection of Yili is linked to the Olympic Games, because the design concept is too biased towards the promotion of its own products, it has forgotten the collection value and design value that the digital collection should have as a collectible itself, so it did not bring much publicity. value.

Mengniu

Take stock of the value of digital collections of physical brands across the Metaverse

Take stock of the value of digital collections of physical brands across the Metaverse

On January 25, 2022, Telunsu and Tencent Zhixin Chain launched a limited digital collection of Desert Oasis.

Quantity: 2022 copies

How to get: Mini program lottery

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The scene is taken from the Terunsu Desert, the origin of organic milk in Ulan Buhe, Inner Mongolia, showing the “green commitment” of Terunsu to the world. It is an endless desert oasis, and collectors find digital collections in the oasis. , each click is a beautiful text introduction to this ranch. Compared with Yili, Mengniu’s digital collection is higher in terms of lottery and artistic value, so it has won a lot of praise.

Carbon Creatures

Take stock of the value of digital collections of physical brands across the Metaverse

On December 6, 2021, Carbon Creatures released the world’s first digital collection dedicated to capturing carbon.

Quantity: 8888 copies

How to get it: buy

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Most of the proceeds from the sale go to organizations that capture carbon from the atmosphere and charities that support endangered animals and habitats.

8,888 copies were trapped in different scenes and different animals from different angles, representing the publisher’s vision of calling on people to protect the environment and care about endangered animals.

energy chain

Take stock of the value of digital collections of physical brands across the Metaverse

Take stock of the value of digital collections of physical brands across the Metaverse

On February 22, 2022, the once-in-a-millennium time, the unicorn enterprise Energy Chain Group released the first limited digital collection “Love Tiger Oil” in China’s energy industry, which not only has good wishes for the Year of the Tiger, but also demonstrates the energy chain’s strengths. The main business is also the homophonic stem of “I love you.”

Quantity: 9999 copies

How to get it: Complete the mission

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Starting from the Chinese stone lion, combined with the design of traditional Chinese tiger pillow elements, 9999 completely different tigers are launched. These little tigers are built by a well-known design team and then automatically synthesized by artificial intelligence, because each one is unique and has strong creative and artistic value. It is understood that the first digital collection of Energy Chain will have brand empowerment in the future, and can obtain benefits from enterprise development. This bold and innovative attempt increases the production value of digital collections and has caused a lot of attention in the digital collection collection circle. repercussions.

Lu Yuhui

Take stock of the value of digital collections of physical brands across the Metaverse

Take stock of the value of digital collections of physical brands across the Metaverse

Take stock of the value of digital collections of physical brands across the Metaverse

On March 1, 2022, Lu Yuhui released the first limited digital collection “Spring Rain” in the tea industry.

Quantity: 3888 servings

How to get it: Airdrop

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This digital collection has successfully opened up the boundaries between traditional art and digital art. It was created by young artist Li Liangchen in combination with Chinese classical landscape paintings. In line with the current emerging concept of DID, the digital collection is not just a picture, and collectors who have obtained “Spring Rain” can also receive limited benefits from Lu Yuhui.

Yanghe

Take stock of the value of digital collections of physical brands across the Metaverse

On March 4, 2022, Yanghe Co., Ltd. launched the first digital collection “Dream Blue Handmade Edition (Master)”.

Quantity: 1368 servings

How to get it: buy

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This digital collection by Yanghe is an important attempt by traditional enterprises to expand into emerging fields. At the same time, it is also an attempt by the company to establish a deeper relationship with users. Users who hold digital collections are equivalent to holding Yanghe membership cards, and enjoy the benefits of large discount coupons in designated malls, free birthday wine, and Yanghe base tours.

Stanford University

Take stock of the value of digital collections of physical brands across the Metaverse

On January 10, 2022, Stanford University released the CS251 course NFT.

Quantity: 97 servings

How to get it: Complete the CS 251 course and pass the exam

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Stanford University is worthy of being the top university in the world. The teaching content is closely integrated with the times. At the same time, all students who have completed the course are given a digital collection. The current floor price of the digital collection is about 200,000 yuan.

Beijing International Wealth Management Institute

Take stock of the value of digital collections of physical brands across the Metaverse

On March 29, 2022, Beijing International Wealth Management Institute announced the issuance of admission notices through digital collections.

Quantity: unknown

How to get it: unknown

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Beijing International Wealth Management Institute issued admission notices combined with digital collections, demonstrating the cutting-edge thinking that the Institute has always upheld. At present, no institution in China has issued this type of digital collection, which has a certain creative value, can attract the attention of users, and has a certain communication value. However, at present, there is no other empowerment for the collection, so the exchange value, production value and other entertainment values ​​are relatively low.

Epilogue

Through some recent examples of digital collections, we see a new model of the brand economy. The traditional mode of reaching users is through advertising, or inviting celebrities, Internet celebrities, and KOLs to endorse. The traditional model usually has problems such as high customer acquisition cost and inability to accurately reach users.

Combining the marketing model of digital collections, on the one hand, digital collections are no longer a tool for speculation and speculation, and it is more likely to build their own real communities for brands, build bridges with customers, and turn corporate members into corporate collectors through digital collections. , Collecting every highlight moment of the enterprise, through the digital collection, the marketing model will enter a new era.                                                                    

Posted by:CoinYuppie,Reprinted with attribution to:https://coinyuppie.com/take-stock-of-the-value-of-digital-collections-of-physical-brands-across-the-metaverse/
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