Whose consumption point did the NFT poke?

NFT is the abbreviation of Non-Fungible Token, which refers to a non-fungible token based on blockchain technology. It can also be understood as a proof of ownership of digital assets using blockchain technology.

NFT has inseparable and irreplaceable characteristics. Each NFT represents a unique digital material and is an electronic certification or certificate of ownership of virtual goods

In January, the third batch of digital collections in Huashan Scenic Spot, “Dream Back to Huashan Panorama” and “Dream Back to Huashan Panorama Annotated Edition” were quickly sold out on the Ali auction platform.

In February, 100 digital collections of “Shaanxi Dough Sculpture + Winter Olympics” were snapped up in less than 30 minutes.

In March, the hand-painted digital collection in the shape of the Datang Furong Garden Lantern Exhibition was listed on the Ali auction platform “Second Space”.

In April, the “Q-version Dream Chang’an” series of digital collections launched in Xi’an City Wall Scenic Spot, featuring images of Tang Xiaofei, Li Xiaobai, Cheng Xiaojiang, and Persian guests, were sold out in 30 seconds.

When the concept of NFT was introduced into China, the digital literature innovation format represented by digital collections became popular among young people. Intangible cultural heritage, cultural relics, scenic spots, animation IP… Different cultural elements have been digitally transformed into digital collections marked with unique serial numbers.People only need to spend a dozen or tens of yuan to own a unique digital collection.

Seeing such business opportunities, many cultural tourism enterprises and cultural and expo units quickly adjusted their strategies, from last year’s “testing the water” to this year’s key layout, hoping to seek innovation and change, so that the development of the cultural tourism and cultural expo industry will emerge in a new way. a new way of thinking.

Open a new door for the cultural tourism industry

In March 2021, digital artist Beeple spliced ​​5,000 paintings that he had created over 13 years into a 316MB JPG file to make a digital collection “Every Day: The First 5,000 Days”, which was sold at Christie’s auction house for $69.34 million auctioned at the price. This incident has attracted more people’s attention to the “new blue ocean” of NFT digital collections.

The emergence of NFT makes any content a digital asset that can be permanently owned, preserved and traced. After NFT entered the country, it became well known in the form of digital collections.

In June 2021, Alipay and Dunhuang Fine Arts Research Institute released two NFT skins, “Dunhuang Feitian” and “Nine-colored Deer” in limited quantities on the “Ant Chain Fan Granule” applet. In August 2021, Tencent launched the first domestic NFT trading APP “Magic Core”. Subsequently, JD.com, NetEase, Baidu, ByteDance, Bilibili, Xiaohongshu, etc. participated in it one after another and became the platform builders of digital collections. At the end of 2021, the domestic digital collection market began to grow explosively. As of June 15, 2022, the number of domestic digital collection distribution platforms has exceeded 500.

Major museums have “tested the water” one after another, setting off a wave of digital collections. The Henan Museum released the digital collection of “Women’s Owl Zun”, the Hubei Provincial Museum released the digital collection of “Goujian Sword of the King of Yue”, the Shaanxi History Museum released the digital collection of Qin Du Hu Fu and “Fugui Hengtong” Cloisonne Beast Head Cup, and the Xi’an Museum released the “Silk Road” digital collection 》 series of digital collections, with the help of digital technology, Chinese excellent traditional culture has opened up a new mode of dissemination.

The cultural tourism industry, which has abundant resources, also quickly took action, opening a new door to the stagnant development situation plagued by the epidemic. The Panoramic Hand-painted Chinese New Year Digital Collection of Shaanxi Tourism Group created by Shaanxi Tourism Group, “Heart with Shaanxi Tourism · Miracle All the Way”, indicates that the IP of the scenic spot is using digital collections to derive virtual space; Daming Palace National Heritage Park launched the “collect digital collections for life Free access to scenic spots” activity, bringing more exposure and attention to scenic spots.

The rapid increase in the number of platforms and the enthusiasm for distribution has made digital collections a hot “sweet pastry”. According to the statistics of the computing power think tank, in 2021, a total of about 4.56 million digital collections will be sold in my country, with a total issuance value of about 150 million yuan.

Technology empowers new scenarios of cultural consumption

As a major cultural province, Shaanxi’s rich historical and cultural resources and natural resources are a treasure trove of resources for the creation of digital collections. In the face of the booming digital economy and new marketing outlets for digital collections, many cultural and tourism scenic spots in our province have begun to deploy.

In December 2021, the Xi’an City Wall Scenic Spot will launch the first “Little Warrior” series of digital collections. This digital collection, designed based on the popular IP Golden Armor Warrior in the scenic spot, attracted many consumers as soon as it was launched, and it was sold out instantly. Subsequently, the Xi’an City Wall Scenic Area successively launched a series of digital collections such as “Four Spirits of the Sky”, “Fashion Party” and “Goddess of Creation”, setting a new record for the sales of digital collections in the domestic cultural and tourism industry.

The Xi’an City Wall Scenic Spot has been rapidly deployed, and in conjunction with Tencent Cloud Industry, under the guidance of the Xi’an Municipal Bureau of Culture and Tourism, the “Changan IN Cultural and Tourism Digital Platform”, a benchmark digital platform for cultural tourism and cultural expo, was officially launched on April 29 this year. Up to now, Xi’an City Wall Scenic Area has released 11 products in 3 series on the platform.

“In the context of the combination of the rapid development of the digital economy and the normalization of epidemic prevention and control, my country’s cultural and tourism industry is entering a new stage of industrial evolution driven by digital intelligence technology. The digital collection IP that spans the Metaverse and real events is operated by traditional IP. It provides a new way of thinking and growth logic.” Gao Qing, deputy director of the creative IP group of the Marketing and Sales Department of Xi’an Qujiang City Wall Tourism Development Co., Ltd., has his own views on the relationship between the digital economy and the development of the cultural and tourism industry. “When innovative technology and cultural tourism IP cross-border integration, the digital business based on the physical business of the cultural tourism industry is the second growth curve of industrial development.” Gao Qing said.

In recent years, with the popularity of the Metaverse concept, the digital cultural industry represented by the Metaverse, virtual humans, and digital collections has become one of the “tracks” where major technology companies and Internet companies are focusing their efforts. The sale of cultural and tourism digital collections driven by cultural core has also become a platform for major cultural and tourism enterprises to dig deep into their own cultural resources and advantages, promote Shaanxi’s cultural tourism resources with digital technology, and improve tourists’ awareness and sense of participation in cultural tourism projects. A new marketing method to stimulate people’s willingness to travel offline and increase online business income.

“For the cultural and tourism industry, digital collections break through the limitations of time, space, and preservation, and use more advanced, trendy, and digital forms to display cultural values, catering to the consumption habits, social needs and value aesthetics of today’s young people. The R&D and creation of digital collections has also strengthened the protection, inheritance and dissemination of traditional culture, and promoted the creative transformation and innovative development of traditional culture in science and technology. It can be said that digital collections have realized the use of blockchain technology for offline scenic spots. Can, use online and offline traffic to guide each other, use the real to bring the virtual, and use the virtual to help the real, drive the real economy, innovate consumption models, and explore new ideas for the integration of digital industries, culture and tourism. Therefore, digital collections will be new marketing growth in different fields in the future. Point.” Gao Qing introduced that the Xi’an City Wall Scenic Spot will also launch “Dream of Chang’an – Datang Welcome Ceremony”, a series of digital collections of city wall ice cream, and jointly launch with Fang Wenshan’s “Punk Cat”, Tu Space, Daqin Empire Film and Television and other IPs. A series of digital collections.

Culture is the core of the cultural tourism industry. From traditional culture to new national tide culture, the cultural display forms that conform to the development of the times endow the culture with more vigorous vitality.

Boost the digitalization of museums

With the popularity of digital collections, museums have quickly become an important application scenario for the implementation of digital collections. The combination of cultural relics and digital collections has injected new energy into traditional culture and attracted the attention of young people.

“In October 2021, the Xi’an Museum and the Shuangjing Museum Digital Collection Platform launched the first digital collection “Tang Gilt Walking Dragon”, which was subsequently released in cooperation with Alipay, ‘Magic Core’ APP, Guangming Art, Baidu and other platforms. More than 20 digital collections have been collected. Almost all of these digital collections are ’empty’ as soon as they are released.” Qi Xiaodong, director of the Cultural and Creative Department of Xi’an Museum, said that digital collections have natural advantages such as wide coverage, high consumer acceptance, and strong publicity. It allows major museums to better display cultural heritage online and disseminate excellent traditional Chinese culture even when the audience is inconvenient to visit the museum, which is more conducive to the “activation” of cultural relics.

“Digital collections have enriched the categories of cultural and creative products in museums, and have also brought good economic and social benefits to museums. However, with the rapid development of the digital collections market, more and more products of mixed quality have entered the market, resulting in digital collections. The market is mixed and consumers are fatigued, and digital collections on many platforms have experienced ‘breaks’. Compared with the irrational rush of consumers when digital collections were released earlier, consumers have now returned to rational consumption and have a better understanding of product value. Higher requirements.” Qi Xiaodong said.

Previously, the digital collections of cultural relics mainly presented the prototype of cultural relics in static pictures, dynamic pictures or 3D modeling. Some people even say that digital collections are “NFTs that can be sold, and JPGs that cannot be sold.”

In April of this year, the State Administration of Cultural Heritage conducted an in-depth discussion on the development status of digital collections on issues such as the public welfare attributes, data security, and consumer rights and interests of cultural and cultural institutions. Carry out secondary creation, strengthen the interpretation and dissemination of the value of cultural relics with information technology, and cannot directly sell the original data of cultural relics as limited products.

“In the future, the development of digital collections will be an important way to renew the field of cultural heritage, and innovation is a challenge that cultural and museum units must face. Through formal authorization, cultural relics resources are used to carry out reasonable secondary and tertiary creations, and production has cultural value and Products with economic value; expand the field of digital museums, build immersive composite experience scenarios, expand application scenarios, and activate digital cultural heritage through online and offline linkages, so as to better empower the historical and cultural value of cultural relics with technology.” Qi Xiaodong said.

It is foreseeable that with the implementation of the national cultural digitization strategy and the improvement of relevant policies and regulations for the creation and production of digital collections in museums, more and more museums will use digital technology to narrow the distance between the public and museums and cultural heritage, and many precious cultural heritages. It will also convey the spiritual connotation of Chinese excellent traditional culture to the public in a new value-carrying way.

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