Will consumer goods fall in love with Metaverse, will they be scumbed?

Metaverse still has to let consumer brands learn to do sandbox games?

Everything can be Metaverse.

No matter how hot the outside world is about the Metaverse concept, there are currently only a handful of products related to the so-called Metaverse concept that can be implemented in terms of hard technology-open space or sandbox games, VR or AR experiences, etc., and around them Supporting technology and so on.

An investor who pays attention to the concept of Metaverse said to Yiyu Observation (ID: yiyuguancha) : “After so many years of exploration, now hardware technology, content production and distribution, and business models have a certain foundation and have the ability to monetize .” However, he also said, “The entire Metaverse sector is still in its infancy. Experts predict that it may take 3 years for hardware, 3 years for software, and 3 years for business models, and it will take a long time.”

Will consumer goods fall in love with Metaverse, will they be scumbed?

Source: Network

Consumer products have not let off Metaverse, but their marketing is obviously “pragmatic”. They can bring more goods. No matter how bad they are, it is also a good opportunity for the brand. After all, with the new concept, you can earn some traffic.

Whether it’s virtual space, NFT or virtual idol, consumer products are constantly seeing stitches around all aspects of the Metaverse industry chain.

01 Why do Nike and Crocs want to open a store in a virtual space?

Whether it is Sony’s research and development of “Dreams Universe” for seven years, or Meta officially announced its VR social platform “Horizon Worlds” on December 9 this year, it is a product landing on the concept of Metaverse.

Tracing back to the source, these later open world and sandbox games are in the ascendant, and for consumer brands, they are more willing to cooperate with their predecessors, such as the pixel sandbox game “Minecraft”.

Some people love it to death, and some people think it is ugly, the trendy Crocs, which has always been at the forefront of marketing. They are keen to combine with youth culture and make joint ideas, such as creating heavy metal hole shoes with punk bands.

However, when Crocs announced that it would build a hole-shoe paradise in “Minecraft”, the smell of “selling things in the Metaverse world” came over.

Will consumer goods fall in love with Metaverse, will they be scumbed?

The hole shoe paradise built by Crocs in “Minecraft”

“Minecraft” is a sandbox construction game that allows users to build their own buildings in the game.

After Microsoft, the copyright owner of the game, allowed brand owners to settle in “Minecraft”, many trendy brands expressed that they wanted to build brand paradise in the game to attract players. “Minecraft” does not officially claim that it is a metaverse, but it is indeed the virtual space closest to the concept of metaverse under Microsoft.

Ms. Heidi Cooley, Crocs Senior Vice President and Chief Marketing Officer, said: “Crocs is another highly innovative move to establish a stable emotional connection with fans and consumers on the virtual stage. Like Crocs, Minecraft is also a A platform that encourages players to be creative and express themselves, and to walk into this innovative player community makes us very excited.”

Crocs even held a construction competition in Minecraft, which attracted players from Canada, China, Europe, Japan, South Korea, and the United States.

“Everyone has a different view of architecture. My view of architecture is this. It doesn’t mean that everyone needs it.” The owner of B station UP “Ghost Blade Budao” believes that in the past, brand advertising had no personality. Now through the game, players can build different buildings to express their different views, and create the buildings they like in their hearts, instead of being the same.

Will consumer goods fall in love with Metaverse, will they be scumbed?

In the “Colorful Construction of My World” competition, the well-known game Up is the judge of the competition

“Ghost Blade is No Knife” was invited to be the judge of this competition. He has 400,000 fans by playing “Minecraft” at station B. Now relying on the scoring of the game buildings built by the players who participated in the “Minecraft” in Crocs, it has become popular again.

From a brand perspective, Crocs and players built a virtual park in Minecraft, which can interact with players and attract potential consumers. At the same time, the “Giant Hole Shoe” building in the game is also a free advertisement. From a marketing perspective, it was considered a successful creative marketing. As for whether it is Metaverse or not, Crocs actually doesn’t care, after all, the marketing purpose has been achieved.

However, there are still many manufacturers and brands that hope to achieve real sales growth through the concept of Metaverse.

Players with higher ranks really earn traffic by selling goods in the virtual world.

Compared to ” Minecraft “, Roblox , the same type of game manufacturer, as the “Metaverse First Share”, invites brands to enter their games with great fanfare and create their own brand paradise. The brand is also very encouraged because it can really sell goods.

Major League Football (NFL), one of the three major sports leagues in the United States, announced that it will sell baseball caps in the brand park in Roblox, and Nike has launched a virtual space called “Nikeland” on Roblox to sell clothes and shoes.

Will consumer goods fall in love with Metaverse, will they be scumbed?

Nikeland in Roblox game

At present, none of these brands has announced the real sales volume in the virtual space.

However, according to data from the platform Roblox, its registered daily active users have reached 48 million. The monthly revenue of these brands (August) has also soared by 100% year-on-year. This also shows to a certain extent that the brands have indeed made real money by opening stores in their games. Gold, silver, and silver have enabled the actual growth of platform revenue, rather than relying on speculation to prop up bubble-like stock prices.

From doing creative marketing in the virtual space to starting to sell goods and earning income, this is a benign trend.

The problem is that there is uncertainty for merchant brands to pursue new concepts and engage in marketing.

Should we rely on the concept to take advantage of marketing, or take the concept seriously, carefully prepare the storefront, supply chain, promotional activities, and business operations to achieve real transaction scale and sales data.

On the surface, this is the result of the efforts of the brand. From an industrial perspective, it does not depend on the brand, but is a question of how the virtual platform will do in the future.

For example, Roblox has a branded paradise, but whether Roblox can become the next virtual Taobao or Amazon is still unknown. Roblox’s branded paradise is just like “Minecraft”, but it does not exist as a brand advertising display. Knowable.

02 consumer goods and NFT marriage: do collectibles, merchandise or do

On December 7, Nayuki’s tea, a new consumer brand selling milk tea, announced its entry into the “Metaverse”. As a result, it launched NFT blind box works and a global limited edition of 1,000 sets of NAYUKI Trendy Play. It began to sell peripherals under the banner of Metaverse and expand into new ones. business.

Coincidentally, on November 24, another tea giant also announced its entry into the Metaverse. Michelle Ice City intensively applied for registration of a series of trademarks related to Metaverse within one month, including “Michelle Metaverse”, “Snow King Metaverse”, “MIXUEMEAT”, etc. The international classification involves videos and advertisements. Sales, catering and accommodation, scientific instruments, etc.

Will consumer goods fall in love with Metaverse, will they be scumbed?

Michelle Ice City is well versed in the true meaning of marketing. Since the brainwashing of “Michelle Ice City Sweet Honey” came out of the circle at the beginning of the year, it is no surprise that Michelle Ice City has entered the Metaverse marketing position.

On December 20, according to public information, the traditional brand Leng Su Ling, its company applied for the registration of “Leng Su Ling Metaverse”, “Ling Universe” and other trademarks.

Consumer brands are intensively entering the Metaverse concept. In addition to wanting to connect more with consumers, especially young consumers, it is also because foreign brands such as beverages and apparel have already taken the lead.

This wave of hot spots blowing from abroad to China continues.

In April, Coca-Cola and Tafi, a digital wearable device design platform, jointly launched the NFT digital collection, Coca-Cola Friendship Box.

The partner Tafi stated that they are doing “things that are more meaningful than fashion items.”

In May, Gucci released their first digital virtual sneaker: Gucci Virtual 25, which is an iconic event. In the past, the NFT image was just an avatar or a collectible. Gucci’s virtual sneakers were the first mass merchandise to reproduce the virtual world. Its significance lies in: NFT began to break away from the superior collectibles and token attributes, and became one. A kind of commodity circulation, although Gucci’s digital shoes are actually not cheap.

Will consumer goods fall in love with Metaverse, will they be scumbed?

Gucci’s first digital virtual sneaker: Gucci Virtual 25

A few months ago, Look Labs, a German beauty and lifestyle studio, launched the world’s first digital perfume Cyber ​​Eau de Parfum.

Amazingly, this digital NFT perfume is sold together with the real product. The official stated that “its NFT artwork uses near-infrared spectroscopy to extract the perfume scent, and the scent is expressed in the NFT artwork in the form of spectral data.” NFT is here Divorced from the attributes of the product, it became a billboard for product additions.

From tokens to digital collections to merchandise to billboards, NFT has gone through decades of the commodity economy era in just a few months, that is, commodity branding and symbolization. If the trend guru Andy Warhol is alive, he will be amazed at the speed of consumer brand iteration. After all, when he was alive, he painted a Coca-Cola can for 50 years and it hasn’t changed much, but now it only takes a few months to evolve.

Compared with the ever-changing NFT evolution of foreign consumer products, domestic brands are relatively conservative, and they are still at the stage of limited fashion play and virtual avatars. Just past Double Eleven, Alien Computer, Light Luxury Burberry, Liquor Wuliangye, Blanket, Natural Hall and other brands have jointly launched their own digital collections on the Tmall platform, and even the Palace Museum has launched its own digital collection NFT.

Will consumer goods fall in love with Metaverse, will they be scumbed?

Tmall and Alien Brand launch digital collection

To a certain extent, the digital collections of various consumer products are similar. Some need to be grabbed, some are given at random, and more are reduced to a “glorious head” marketing tool like issuing red envelopes during the New Year. Very few valuable IPs will be used. It becomes a real collection and circulates in the hands of players.

The netizen “Tucao Ge” broadcasted the process of robbing a digital collection of the Palace Museum “There are Phoenix Lai Yi” live on station B. The process was very difficult. Designer Omega couldn’t get his favorite collection, so he copied these digital collections directly in the video. He complained in the video that the digital collection of non-homogeneous tokens is unique, but it is essentially a bunch of pixels. I don’t have a famous painting at home, so I can draw one myself.

It can be seen that the younger generation is more likely to agree with the concept of NFT. For them, digital collections and limited virtual avatars of brands are as valuable as the Water Margin cards they collected when they were young. But for the NFT itself, their mentality is very relaxed. If they have no money to buy or can’t grab it, copying and pasting one does not hurt. “All pixels” can be regarded as an enterprise-level understanding of this new thing.

03In the next era, consumer products need technical thinking

Whether it’s the occupation of virtual space or the evolution of NFT, even including more and more and already stale virtual idol customization and live broadcast delivery, consumer goods’ enthusiasm for Metaverse marketing is still expanding, but the concept of Metaverse Whether they can bet on the right is not easy to judge at present.

The “People’s Daily Review” WeChat official account stated that the popularity of the Metaverse concept has corresponding technical support and social life factors.

On the one hand, Metaverse’s peripheral technologies are developing and expanding, but the technological prospects still need to be tested by the market; on the other hand, many brands have taken the opportunity to make a wave of quick money and high attention, which also confuses the public opinion field, leading to people’s concerns. The conceptual expectation and doubt of the Metaverse coexist.

Will consumer goods fall in love with Metaverse, will they be scumbed?

Facebook’s new VR virtual social “Horizon Worlds”

Technically, this coexistence of doubts and expectations is an objective law of the development of new technologies. Take artificial intelligence as an example. Artificial intelligence has been developing since the 1950s and has experienced three waves of development. It has also been accompanied by three troughs and doubts. Each bubble has spawned a large number of companies that sell dog meat, but they have also been born. Real technological achievements and products.

The prospects are still inconclusive, but these manufacturers have put tangible products on the market, which is already the first step to success.

Although some comments think that these products are just upgraded sandbox games, it doesn’t hurt to develop slower than not doing it.

The platform is set up, and the brand sings.

From the perspective of brand marketing, every new technology will give birth to a new consumer platform, and new channels and brands will be born on the platform.

As far as the Chinese market is concerned, 8848 and OZing were born on the TV shopping platform, Taobao brands such as Handu Yishe and Three Squirrels were born on Taobao, and there are also representative brands in the era of micro-business and live broadcast.

In terms of the current concept of Metaverse, as mentioned above, most brands are still in the stage of taking advantage of the market, and only a small number of brands choose to cooperate with technology platforms to sell goods.

Will consumer goods fall in love with Metaverse, will they be scumbed?

NFT blind box issued by Naxue

At the Metaverse track, consumer brands need to transform their live broadcast content thinking into technical thinking. This also makes it clear that whether or not Metaverse will play the leading role in the next era, the improvement of technology will not be ignored by any brand.

Live broadcast helps brands gain interest in people, so Metaverse allows interested people to spend full time in the virtual world created by the brand, which has become a way of life, but most brands obviously do not have the ability to build a virtual world.

Someone concluded that the official account made the brand learn to write, the short video made the brand learn to take pictures, the live broadcast made the brand learn to host and control the field, and the Metaverse made the brand learn to do sandbox games.

If it is true that consumer brands need to develop their own games and develop VR before they can sell goods, then the boundaries between consumer brands and technology companies will disappear.

However, consumer brands don’t have to worry about running out of talent and failing to meet consumer expectations.

2021 is about to pass, new concepts are coming soon, and another wave of marketing is possible.

After all, Metaverse hasn’t covered the heat yet, and Web3.0 is about to roar again.

Posted by:CoinYuppie,Reprinted with attribution to:https://coinyuppie.com/will-consumer-goods-fall-in-love-with-metaverse-will-they-be-scumbed/
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.

Like (0)
Donate Buy me a coffee Buy me a coffee
Previous 2021-12-20 11:07
Next 2021-12-20 21:53

Related articles