编者按：本文来自微信公众号浪潮新消费（ID：lcxinxiaofei），创业邦经授权转载
在过去半年，WEB3.0的理念和创业项目开始风行创投圈，大有将原有互联网的价值逻辑升级替代之势，包括facebook、腾讯、B站、耐克、奈雪等国内外各大平台和头部品牌都纷纷入局。
Over the past six months, the WEB 3.0 philosophy and entrepreneurship project has begun to create a new circle, with a strong tendency to upgrade the value logic of the original Internet, and , which includes Facebook, telecommunications, station B, Nike, and major national and international platforms and head brands, such as Nasheed.
尽管因为政策和技术等原因，WEB3.0还未深入渗透到各行各业，并形成全新的用户、商业运转机制。但面对平台互联网时代的红利殆尽，算法规则林立，市场其实正在疾呼一种迥异于此前的变量出现。
Although, for policy and technical reasons, WEB 3.0 has yet to penetrate all walks of life and create a completely new user-business operating mechanism, the market is calling for a very different variable from the previous one, given that the dividends of the platform’s Internet age are exhausted and the rules of algorithms are in place.
对于处在新消费下半场的创业者来说，大家也更迫切明白，针对这一底层新兴趋势，该如何精准定义它的未来价值，在产品创新、品牌营销、流量渠道、定位策略等方面，怎么融入数字藏品、元宇宙、通证经济等WEB3.0的不同维度概念和应用形式。
For entrepreneurs in the second half of new consumption, it is also more urgent to understand how to define precisely its future value in response to this emerging trend at the bottom and how to integrate the different dimensions and applications of WEB 3.0 in terms of product innovation, brand marketing, flow channels, positioning strategies, etc.
恰逢其时，围绕这些行业关心的重要问题。新生代创业者、投资人杜雨做了深入的探讨和解析，也为诸多试图拓展消费创新的创始人打开了一扇不一样的窗户。
At this point in time, there are important issues around these industries. The new generation of entrepreneurs, investors, have done a great deal of research and analysis, and have opened a different window to many of the founders who are trying to expand consumer innovation.
杜雨
Doo-yu.
杜雨是北京大学金融学硕士，中国社会科学院数量经济与技术经济研究所博士研究生，《WEB3.0:赋能数字新时代》作者。先后工作于腾讯集团战略发展部及红杉资本中国基金。关注数字经济与消费创新，曾参与腾讯音乐娱乐集团合并上市，并参与投资和管理得物、文和友、超级猩猩等企业。也是独立音乐人、新兴内容厂牌未可知?联合创始人。
Do-yu is a Master of Finance, Beijing University, and a doctoral graduate from the Chinese Academy of Social Sciences Institute of Quantities and Economics, author of WEB 3.0: A New Era of Enabling Digitals. Worked on the TEC Strategic Development Department and the Redwood Capital China Fund. Focused on innovation in the digital economy and consumption, participated in the integration of music and entertainment groups, and invested in and managed enterprises such as goods, literature and friends, and super apes.
分享 | 杜 雨
♪ Share ♪ ♪ Doo ♪ Rain ♪
编辑 | 陈文曦
Mr. Chen Wen-Bing
无论是在投资圈还是学术圈，WEB3.0都是当下非常热的话题，我今天主要想分享的是WEB3.0和消费结合的可能性。
Both in the investment and academic circles, WEB 3.0 is a very hot topic at the moment, and what I'd like to share today is the possibility of WEB 3.0 and consumption.
我曾是一名科技行业从业者，之前在腾讯做科技相关的工作，后来在红杉做投资，现在孵化了一个新兴的内容厂牌，叫未可知，接下来要做的方向就是WEB3和各个行业的结合。
I was a technologist who used to do technology-related work on the news, and then invested in Redwood, and now hatched an emerging content factory brand called unknown, and the next direction was the integration of WEB3 and various industries.
我过去做投资也花了很多精力在消费领域，投了一些大家比较熟悉的公司，像得物、文和友、超级猩猩，所以我特别敬畏消费领域的创业者。
I've invested a lot of energy in the consumer sector, and I've invested in companies that are familiar to you, like probabilities, literary friends, super apes, so I'm particularly wary of entrepreneurs in the consumer sector.
消费创业者要一直follow消费者行为变化，因为消费者的喜好变化实在是太快了，怎样通过新的科技手段抓住一代又一代年轻消费者，这是我今天想和大家探讨的话题。
Consumer entrepreneurs need to keep changing consumer behaviour, because consumer preferences are changing too fast to capture a generation of young consumers through new technologies, a topic that I would like to discuss with you today.
首先我想讲讲Web3是什么，以及为什么会关注到这个领域。其实整体研究下来，从哲学思想来讲，WEB的底层思想可以说是来自中国哲学。
First of all, I want to talk about what web3 is and why we're focusing on this field. In fact, as a whole, the bottom-of-the-world thinking of WEB can be said to come from Chinese philosophy.
这张图的左边是老子，右边是V神。大家都知道老子写了《道德经》，是中国哲学先贤，而V神则是区块链领域以太坊的创始人。
This is a picture of me on the left and a V on the right. Everyone knows that I wrote the Book of Morality, a Chinese philosopher, while the V God is the founder of Ethio in the area of the block chain.
区块链领域有两种货币非常重要，一个是比特币，另一个就是以太币。比特币背后的人是中本聪，他把去中心化思想带到这个世界；以太坊的创始人就是V神，在去中心化的以太坊社区里面，更多的是以精神领袖的角色存在。
Two currencies are important in the area of the block chain: one is Bitcoin and the other is Ethercopic. The man behind the /strong is Bintco, who brings the idea of decentralisation to this world; the founder of the Ithaya is V God, who is more of a spiritual leader in the decentralized community of Etheria.
我关注区块链和Web3，很重要的一个原因就是它的底层思想来自于中国哲学里讲的无为而治。
One of the reasons why I'm concerned about block chains and Web3 is that it's based on the Chinese philosophy of incompetence.
我周围最拥抱Web3的是一些非常年轻的人，可能是00或者95后，他们都有很好的教育背景，尤其在美国的风投圈，Web3已经是非常热门的赛道了。
The ones around me who embrace Web3 are very young people who have a good educational background after probably 00 or 95, especially in the United States, where Web3 is already a very popular track .
越来越多的年轻人进入比较重要的工作岗位，有了一定的影响力，这时候大家就会去想，中心化决策是最高效的吗？由此就诞生了去中心化思想。
With more and more young people entering more important jobs and having some influence, one will wonder, is centralizing decision-making the most efficient? This gives rise to decentralizing ideas.
这里还有一个很有意思的发现，就是中文的“道”和英文的“DAO”。
Here is another interesting finding: the Chinese word “do” and the English word “DAO”.
英文的“DAO”是Decentralized Autonomous Organization的简称，是指去中心化的自治组织，但是我们把它简写的时候，我们发现它的读音和中文的道是一样的。
The English term “DAO” is the acronym of the Decentralized Autonomous Organization, which refers to a decentralised self-governing organization, but when we summarize it, we find that its pronunciation is the same as that of Chinese.
这个很有意思，它是中西方哲学不谋而合的碰撞，在V神最近的一篇文章中，也用到了老子在《道德经》中的话：“道者，万物之奥，善人之宝，不善人之所保。”
It's interesting. It's a collision between Western and Central philosophy. In a recent article by V God, I used my words in the Book of Morals: "The Gods, the Omnipotence of all things, the treasures of the good, the protection of the bad."
我看到很多国内投资人说投Web3就一定要出海，这个观点我是不认同的，我觉得当一个新概念出来，不能认为国外的才一定对。
I see that many domestic investors say that web3 must go to sea, and I don't agree with that, and I don't think that when a new concept comes out, it must be true to think that it is foreign.
它只是一个新概念，没有人掌控了对它的解释权，美国呈现的Web3版图就一定是最优解吗？其实未必。
It's just a new concept, and no one has the right to interpret it. Is the Web3 map presented by the United States necessarily the best? It's not.
移动互联网的发展就是典型例子，虽然它源起于美国，但是在下半场中国有很多商业模式创新，比如直播电商、共享经济等，在国外反而没有国内发展得好。
The development of mobile Internet is a typical example, although it originates in the United States, in the second half of China there have been many business model innovations, such as live electricity providers, shared economies, etc., that have not developed well in the country.
所以我依然对于中国的创新土壤很有信心，虽然现在起步相对比较晚，但它一定能诞生出很富饶的图景，可能比美国更加富饶。
So I remain confident in China's innovative soil, which, although relatively late in its beginnings, will certainly produce a very rich picture, perhaps even more so than the United States.
讲了这么多哲学理想，我现在落地一下，来看究竟怎么定义Web3。
Having spoken of so many philosophical ideals, I am now on the ground to see how we can define Web3.
在我的书里用了同一个词定义，整个互联网的发展可以概括成三个阶段，叫所“JIAN”即所得，在三个阶段用的字不同。
The same word has been used in my book, and the development of the Internet as a whole can be summed up in three stages, known as "Jian" is what is obtained, and the words used in the three phases are different.
WEB1.0是“看见”的“见”，从上世纪九十年代到2003年，我们的互联网更多是被动读取信息，那个时代互联网的典型产品是门户网站、搜索引擎，谷歌、搜狐、网易都是在当时诞生的。
WEB2.0时代是“推荐”的“荐”，无论是电商推荐流，还是做内容的抖音信息流，以及微信的视频号信息流，都是通过个性化算法去推荐。
The WEB 2.0 era is “recommended” and is recommended through personalization algorithms.
算法记录存储我们的行为喜好，然后基于不同的用户画像和用户行为数据来推荐商品和内容，这是在移动端人和信息交互最高效的方式。
Arithmetic records store our behavioral preferences and then recommend goods and content based on different user portraits and user behaviour data, which is the most efficient way to interact with mobile end-users and information.
WEB3.0是“建设”的“建”，在权力归属上我们了新的界定，就是用户实际也在参与互联网社区和平台的创建，用户有权拥有这些数据的所有权。
WEB2.0最成功的是互联网平台，比如字节跳动，它是基于大量的用户行为数据去推荐，让它的算法系统越来越精准可视。
The most successful of WEB 2.0 is the Internet platform, such as byte beats, which is recommended on the basis of a large amount of user behaviour data, making its algorithms more and more accurate and visible.
但实际上，这些行为数据的所有者用户也有一份，因为是我在用你，是我在让你的机器变得更智能，但你赚的广告费普通用户却分不到，所以在数字资产的确权和收益分配上产生了一定的冲突。
In practice, however, the owner of these data also has a share, because I am using you, and I am making your machine more intelligent, but the average user of your advertising fees is unable to pay, and there is a certain conflict in the distribution of rights and benefits to digital assets.
所以WEB3.0产品更强调普通用户对于数字资产所有权的获取、控制和分配。
So
基于区块链技术的狭义WEB3.0，或者“WEB3”过去几年已经经历了三个发展阶段。
The narrow WEB 3.0 based on block chain technology or “WEB3” have undergone three stages of development in the past few years.
第一个阶段是比特币时代，这时候去中心化思想被首次提出，最佳应用场景是经济和交易，因为比特币最重要的功能就是交易，可以用它来跨境汇款或者购买商品。
The first stage was the Bitcoin era, when the idea of decentralizing was first proposed, and the best application was economics and transactions, because the most important function of Bitcoin was to trade, which could be used to transfer remittances across borders or to buy goods.
第二个阶段是以太坊时代，在以太坊这个区块链上，大家开发了很多去中心化的应用，叫DApps，D代表Decentralized，就是去中心化。
The second stage was in the Taiwan era, where a number of decentralized applications were developed, called Dapps, D for Decentralized, on the Etheraya block chain.
这些应用和APP最大的区别就是解决了用户参与APP生态构建的问题，用户享有数据资产一定份额的所有权，所以未来产生的收益他也有份。
The biggest difference between these applications and the APP is that it solves the problem of user participation in the APP eco-building, that users have a share in the ownership of the data assets, so that he has a share in the future benefits.
在以太坊时代诞生了很多链游公司，我们叫区块链游戏，比如Axie Infinity这家公司的每月流水已经超过了王者荣耀，也就是说今天Web3时代的头部游戏公司流水已经超过Web2时代的头部玩家。
Many chains were born in the Etherno era, and we call it block-link games, such as Axie Infinity, where monthly water flows have surpassed the glory of the King, which means that today the head game companies of the Web3 era have outflowed more than the head players of the Web2 era.
所以总结来说，第一个阶段是去中心化思想在交易经济领域的运用，第二个阶段开始用这个思想来做一些社区文娱产品，应用范围从经济领域拓展到了文化领域。
In conclusion, the first phase was to decentralize the use of the idea in the trade-oriented economy, and the second phase was to use it as a tool for community entertainment, extending from the economic sphere to the cultural sphere.
第三个阶段，就是今天的WEB3.0，实际就从文化经济领域拓展到了社会。DAO思想的提出，让社群社区运营、人与人之间的关系开始更加符合去中心化思想。
The third phase, WEB 3.0 today, actually extends to society from the cultural and economic sphere. The idea of DAO has made it possible for social communities to operate and people-to-people relationships to become more in tune with decentralized ideas.
NFT是今年很火的概念，它的直译是非同质化代币。
NFT is a hot concept this year. It translates directly into non-homogenous tokens.
比特币是典型的同质化代币，两个比特币之间没有任何区别，可以做等价交换，它不过是一个计算符号。
Bitcoins are typical homogenous tokens, and there is no difference between two bitcoins that can be exchanged for equivalents, but they are merely a calculator.
而NFT是个性化的，没法做一比一的等价交换。这个技术最先启发了艺术家，所以现在NFT应用最多的场景就是数字藏品，因为世界上所有的艺术品都是独一无二的。
And NFT is sexual, and it's not a one-to-one quid pro quo. It's the first thing that inspires artists, so now the most used NFT is a digital collection, because all the art works in the world are unique.
接下来要再区分数字藏品和NFT这两个概念，数字藏品是国内的提法，NFT更多的是海外的提法，两者并不指代同一个事物。
A further distinction should be drawn between the concepts of digital collections, which are domestic, and NFTs, which are more overseas, which do not refer to the same thing.
第一个差异是底层基础，国内所有的数字藏品是挂在联盟链上的，而NFT挂的是公链。
The first difference is the bottom base, with all the digital collections in the country hanging on the chain of alliances, and the NFT hanging on the public chain.
以太坊、比特币的底层是公链，背后没有唯一的中心化公司或政府去控制，但国内数字藏品监管更合规一些，必须上联盟链。
The bottom of the Etheria, Bitcoin, is the public chain, with no single centralized company or government behind it, but the regulation of domestic digital collections is more consistent and must be brought into the union chain.
国内现在已经有好几条联盟链了，联盟链是由一些大的互联网公司联合它的生态公司共同去搭建的一条链，比如阿里有蚂蚁链，腾讯有至信链。
There are now several chains of alliance in the country, a chain that a number of large Internet companies combine with their ecological companies, such as Ali, which has an ant chain and a tether chain.
第二个区别就是国内合规性更强，国内数字藏品是被监管的，不能随意发币炒币，没有那么开放。但是海外在公链体系下，没有合规监管问题。
The second difference between
第三个区别就是交易货币。
The third difference between
国内有几个NFT发行平台，但只能做一级交易，不能做二级交易，买到了就是买到了，不能去炒，所以不存在价格不停往上升的问题，而海外支持二级市场。
There are several NFT distribution platforms in the country, but they can only do first-level transactions, cannot do second-tier transactions, can buy them, can't fire them, so there is no problem of rising prices, while overseas support of secondary markets.
而且你要买就是用法币，通过支付宝、微信支付来买，但海外的NFT肯定是用数字钱包的代币买。
And you buy it in French, with treasures and micromails, but overseas NFTs are definitely bought in tokens of digital wallets.
接下来我们再对比一下NFT和数字藏品的发展现状，左边是国内数字藏品市场，右边是国外NFT交易市场。
Let us then compare the development of NFT and digital collections with the domestic market for digital collections on the left and the foreign NFT trading market on the right.
对比来看，国外的NFT交易市场规模是国内的千倍以上，这个差距还是蛮大的。
In contrast, the foreign market for NFT transactions is more than a thousand times larger than the domestic market, and the gap is still quite large.
我觉得这背后有两个很重要的原因，第一这个技术源自海外，第二国外不限制二级市场，很多东西被炒成了天价，几乎打破了拍卖行业的天花板。但是国内没有二级市场，所以国内数字藏品单价是很低的。
I think there are two important reasons behind this: ‘strong’ is the first technology that comes from overseas, ‘strong’ does not limit the secondary market,’ and many things are fired into the sky, almost breaking the ceiling of the auction industry.
虽然我们相比海外差距明显，但我还是那句话，后发不代表永远落后，这也是我对这个方向一直很感兴趣的原因。
Although we differ significantly from overseas, that is why I have always been interested in that direction.
接下来分享几个有趣的案例：
Here are a few interesting examples:
首先是收藏品。为什么NFT被国外炒得这么热？就是因为它具有唯一性，我只卖这一个，卖完就没有了。
First of all, it's a collection. Why is NFT so hot? Because of its uniqueness, I sell only this one and I don't sell it.
这里有个很有趣的案例，就是敦煌NFT，它是个数字商品的交易平台。敦煌壁画其实也有很多IP化的故事，就像在传统消费领域，已经有了很成功的故宫文创。
There's an interesting case here, the brilliant NFT, which is a trading platform for digital goods. The brilliant murals actually have a lot of IP-based stories, like in traditional consumption, which have been very successful.
这个平台出了“敦煌十愿”系列，就是十个故事，每个愿只发500个NFT，总共加起来只有5000个，而且最近它也没有再发，具有稀缺性，所以当时这些NFT被一抢而空。
The platform produced a series of "Chancellor Tens" -- 10 stories, 500 NFTs per wish, a total of 5,000, and it has not been released recently and is scarce, so the NFTs were stolen.
这背后其实隐藏了一些消费者心理，因为实际上它只不过是基于敦煌IP做了一个上链的数字藏品。
This is behind some consumer psychology, because in fact it is just a high-chain digital collection based on brilliant IPs.
其次是买产品送NFT。
followed by buying products to deliver NFT.
耐克最近投资了一个专门做数字藏品的虚拟货品平台，它这样玩其实很有意思，因为传统卖鞋卖的是实物商品，只有功能性作用和品牌带来的身份标志认同，比如CryptoKicks。
Nike recently invested in a virtual cargo platform dedicated to digital collections, which is interesting because traditional shoe sales sell goods in kind, with functional and brand-generated identification, such as CryptoKicks.
它今天增加了一种玩法，就是每买一双鞋就送你一个代币，但这个代币是虚拟且独一无二的。
It adds today a game of giving you a token for every pair of shoes, but it's virtual and unique.
潮鞋领域本身就已经有了二级商品交易行为，而当我给它上链和数字化之后，收藏行为的门槛就变得更低，甚至我可以切成不同的份额，这会让很多有收藏价值的消费品有更多的想象空间。
The tidal shoe area itself has secondary commodity trading behaviour, and the threshold for the `strong' collection has become lower since I gave it the upper chain and digitized, and I can even cut into a different share, which gives more room for imagination to many consumer goods of value.
最后就是Real NFT，叫实体商品的代币化。
ends with Real NFT, called monetization of real goods.
Uniswap是Web3领域很有名的公司，它把500双限定版的实体袜子和NFT挂钩，可以拿NFT兑换实物，兑换后NFT就被销毁。
Uniswap, a well-known company in the Web3 area, links 500 pairs of restricted physical socks to NFT, which can be converted to NFT in kind and destroyed.
袜子是有限的，每卖掉一双袜子，后面的购买成本就会越来越高，实体商品去实现这个可能没那么容易，但用计算机的算法规则实现就很简单。
Socks are limited, and for each pair of socks sold, the cost of purchasing behind them is increasing, and it may not be easy for real goods to do so, but it is simple to use computer algorithmic rules to do so.
这带给我们的启发在于，我们在和用户互动的过程中，虽然用实物去玩的游戏规则很复杂、难以实现，但可以通过算法去设计出很多很有意思的玩法，让消费行为本身变得更加游戏化，也让我们和用户之间的互动变得更有趣。
It inspires us that while we interact with users, the rules of the game that we play with in-kind are complex and difficult to achieve, can be used to design many interesting games through algorithms, making consumer behavior itself more gamesy and making our interaction with users more interesting.
前面讲的是WEB3.0在产品领域的应用，其实不只产品，元宇宙对于传统消费品营销也有一些借鉴意义。
The above refers to WEB 3.0 applications in the area of products, which are more than products, and to the use of meta-cosmos for the marketing of traditional consumer goods.
这里面不得不提的是虚拟人IP这个市场，我最近参考了一些报告，感觉这个市场可能比大家预期的要乐观得多。
It is necessary to mention the virtual IP market, which I have recently referred to in a number of reports is likely to be much more optimistic than expected.
我刚入行的时候虚拟偶像还是洛天依，它是2D的，但它让用户很有参与感。初音未来开放了一个用户系统，让用户可以创作洛天依的作品。
When I first got in, the virtual idol was Lottie, and it was 2D, but it made users very involved. The first sound will open up a user system that allows users to create Lottey's work.
所以用户本身的参与感很重要，可能它未必是个多么出众的设计，但是它的作品和用户有关，所以社区氛围和IP价值也蹭蹭地往上涨。
So the user's own sense of participation is important, and perhaps it's not necessarily an extraordinary design, but its work is related to the user, so the community atmosphere and IP values rise.
首先是球鞋行业，这个行业是最积极拥抱Web3.0和虚拟人的行业，耐克、VANS和安踏都有做相关的事情。
The first is the shoe industry, which is the most active embrace of Web3.0 and virtual people, with Nike, VANS and Qin doing all the relevant things.
最左边是耐克，它和ROBLOX联名打造了NIKELAND，ROBLOX是个很典型的元宇宙游戏平台，用户可以在里面共建或自建一些区域和场景。
On the left is Nike, who, together with ROBLOX, built NIKELAND, ROBLOX is a typical meta-cosm game platform in which users can build or build their own areas and scenes.
这种玩法国内的消费创始人完全可以参考，尤其是用户社区属性很强的品牌，在很多虚拟场景中打造一个属于我们自己的世界。
The consumer founder of the game in France can easily be consulted, and especially the user community's strong brand, creates a world of our own in many virtual scenes.
元宇宙本质就是在虚拟世界里面创造更加沉浸式的场景，你首先要有一个虚拟的宇宙场景，里面所有的资产都是数字资产，有了这个数字资产之后就可以上链，和NFT做结合。
The nature of the meta-cosmos is to create a more immersed scene in the virtual world, where you first need a virtual universe scene, in which all the assets are digital assets that can be chained to NFT.
中间的是VANS，它也在原宇宙虚拟平台里做了一些创新，用户进去之后可以买虚拟的鞋，还可以自己设计甚至修改，让用户在元宇宙场景中穿自己的鞋。
The middle is VANS, which has also made some innovations in the original Virtual Cosmos platform, where users can go in and buy virtual shoes and design and even modify their own shoes to wear in the meta-cosm scene.
大家有没有想过，为什么国外品牌这么积极参与WEB3？因为假定元宇宙的趋势是确定的话，未来我们都生活在VR时代，那你作为一个品牌，没有留存下虚拟资产，就会被大家逐渐遗忘掉。
Have you ever wondered why foreign brands are so active in WEB3? , assuming that the trend in the meta-cosmos is certain, that we all live in the VR era in the future, and that you, as a brand, will be forgotten.
当然这个前提是我们believe元宇宙，数字世界占据用户越来越多的时间，那么我们必须在线上有一些品牌露出，否则你和用户链接的场景和时间就变少了。
Of course, that's the premise that we believe the dollar universe, where the digital world accounts for more and more user time, and we have to have some brand names on the net, otherwise you and the user's links will be less scenes and less time.
更有意思的是右边这个公司，它是个中国品牌，叫智己汽车。大家都知道创业公司会去做ESOP，但它做了一个CSOP，C是Customer。
What's more interesting is the company on the right, it's a Chinese brand called Smarty. Everyone knows that start-up companies are going to do ESOP, but they do a CSOP, and C is Custamer.
这家汽车公司还没有上市，它在营销过程中做了一些积分，传统的积分体系一般是换商品，但是它的积分和股价挂钩的，拿出了4.9%的期权和用户积分做链接。
The car company has not yet been listed, it has made some points in the marketing process, and the traditional points system is generally a commodity exchange, but its points are tied to the share price, with 4.9 per cent of the options and user credits being linked.
用户开了多少里程、有多少互动，就可以获得相应的积分，而且这个积分和期权值挂钩。
How many miles and how many interactions the user of
未来这个公司会融资上市，这就意味着用户累积的积分实际上是股票，它是有升值空间的，我觉得这是非常典型的Web3.0营销思路。
In the future, this company will finance the market, which means that the user's accumulated credits are actually equities, and that there is room for appreciation, which I think is a typical Web3.0 marketing idea.
接下来再用人、货、场三个逻辑讲几个有意思的营销案例：
There are a few interesting marketing cases using three logics: people, goods, and the field:
左边是奈雪，奈雪本身有这样一个IP，然后它就发了NFT，国内叫数字藏品，当时很快就一抢而空。
On the left is Naishi, who had such an IP in itself, and then sent NFT, known as a digital collection in the country, which quickly became empty.
这是一种很有趣的营销活动，因为它很新，年轻人对Web3的概念也非常好奇，所以它很好地抓住了一个维度，就是和用户的互动。
It's an interesting marketing exercise, because it's new and young people are curious about the concept of Web3, so it captures a dimension, that's interaction with users.
第二个案例在国外能玩得更开，法国的奢侈品品牌推出了芭比的联名NFT，这样就使得消费者除了买玩具之外，可以映射到链上去交换升值。
The second case is more open abroad, where the French luxury brand introduced Barbie's joint NFT, allowing consumers to map the chain for appreciation in addition to buying toys.
很多游戏是可以养娃的，你这个娃还可以去生娃，每一个娃本身就是一个NFT，第二代娃还可以拿去卖，还有升值空间，所以这个玩法非常巧妙，有很多可以创新的地方。
A lot of games can raise children, you can have babies, every one of them is an NFT, the second generation can sell them, and there's room for appreciation, so it's very clever and there's a lot of innovation.
右边是LV的数字化品牌资产，它推出了一款链游，在这个链游里面用户扮演成LV的吉祥物，进行冒险闯关，最后可以去抽奖，抽出来就是NFT。
On the right is the LV digital brand asset, which has launched a chain of trips in which users play LV mascots, venture through customs, and end up drawing prizes and NFTs.
最后来讲渠道，首先对比一下传统渠道销售和Web3的社区销售概念。
Finally, the channel first compares traditional distribution with the Web3 concept of community marketing.
相信大家都深有感触，在传统渠道销售里面，渠道的抽佣真的很高，这叫做渠道为王，因为我们不能和用户形成直接的互动和联系。
It is believed that we are all deeply touched by the fact that, in the traditional distribution channels, the conduits are really high, which is known as the conduits, because we cannot interact and communicate directly with the users.
就像我和我的读者，他并不直接知道我，每天接触的是当当，他是一个读者，和我并没有直接的交互。
Like me and my readers, he doesn't know directly that I'm in contact every day when he's a reader and I'm not in direct interaction.
但是Web3很重要的一点就是社区思维，本质上是一个养成体系。不知道大家熟不熟悉偶像经济市场，像TFboys今天很成功，还有时代少年团，很重要的一点就是粉丝陪着偶像长大。
But the important thing about Web3 is that community thinking is essentially a breeding system. doesn't know if you're familiar with the economics of idols, like the TFboys who are successful today, and the youths of the times, and the important thing is that fans grow up with idols.
他最初可能是一个nobody，是个才艺没有那么出众的小孩，但是因为我陪伴着你长大，所以我会对你有一种参与感。
He could have been a nobody, a less talented kid, but because I grew up with you, I'd have a sense of participation in you.
而在Web3时代，很重要的一个概念就是参与感，而且我参与了是有经济利益可图的。
And in the Web3 era, a very important concept was the sense of participation, and my involvement was economically profitable.
哪怕这个DAO今天多么草根，在它未来发展壮大的过程中，我其实相当于享受了它的经济回报。
Even if this DAO is so grass-roots today, in the course of its future growth, I am actually enjoying its economic rewards.
这类似于我们创业，创业公司的现金流往往非常紧张，因此我们出让股权获得资金来助力公司的日常运营，投资人就是通过提供现金流购买股份来陪伴公司长大，我们也因此让投资人通过股权升值获得收益。
This is similar to our start-up business, where the cash flow is often very tight, so we give equity money to support the company's day-to-day operations. Investors buy shares by providing cash flow to support the company's growth, and so we allow investors to reap the benefits of equity appreciation.
我一直觉得股票是非常伟大的发明，这种享受成长收益的思想进入到消费领域当中，在海外目前的应用方向或许就是NFT。
I always thought that equities were a great invention, and that the idea of enjoying the benefits of growth went into the consumer sector, and that the current course of application abroad might be NFT.
所谓的DAO到底是什么呢？我这里列了两张图。
What the hell is the Dao? I've got two charts here.
大家可以想象，在传统的公司体系当中，往往是上面有创始人或董事会，然后有职业经理人，再往下是基层员工，是从上到下传递、从下到上完成工作的逻辑，所以它是非常直给的金字塔结构。
One can imagine that in the traditional corporate system there is often a founder or board of directors, then a career manager, then a grass-roots employee, and the logic of working from top to bottom, from bottom to bottom, so it is a very straight pyramid structure.
但是在社区主导的体系里面，每个人都有决策权，哪怕你只有千分之一的投票权，你也可以实现你的投票，因为它是公开记账技术，不会有人在这里徇私舞弊。
But in a community-led system, everyone has decision-making power, and even if you have one in a thousand votes, you can achieve your vote because it is a public record-keeping technique and no one is here to cheat.
当然这听起来可能比较理想化，在偏劳动密集型的传统销售领域实现起来比较难，尤其是在生产环节，不同层级的人学历和认知差异很大。
Of course, this may sound idealistic and difficult to achieve in traditionally labour-intensive areas of marketing, especially in the production chain, where there are wide differences in educational qualifications and perceptions among people at different levels.
这个东西在现实中应用是做crypto fund，今天海外已经有人在这么做了，几个人去募一个数字货币基金。
It's used in reality as a crypto fund, which is already being done overseas today, and a few to raise a digital monetary fund.
DAO一方面符合年轻一代以人为本的平等思想，另一方面治理效率会更高。所以它已经在Web3领域的投资行业看到了雏形，我们也相信未来有更多的拓展空间。
DAO, on the one hand, is in line with the idea of human-centred equality of the younger generation and, on the other hand, is more effective in governance. So it has seen the beginnings of the investment industry in the Web3 area, and we believe that there is more room for expansion in the future.
这里讲一个国外的案例，就是Art Blocks。
Here's a foreign case, Art Blocks.
我们过去买艺术品是画家画了直接买，但它是先让机器学习画家的风格，再自主化生成即兴作品，而且用户可以参与，每个用户点击之后产生的画面是不一样的。
We used to buy art in the hands of painters, but it first allowed machines to learn the style of painters and then self-generated improvising works, and users were able to participate, and the images produced after each user clicked were different.
它有点类似于传统消费领域的盲盒，盲盒和它的区别在于用户没有参与感，只是被动抽到，但这个是用户自主完成，又有参与感又独一无二。通过这种方式创造出来的数字商品，消费者本身也是数字商品的一部分。
It's kind of like a classic consumer blind box. The difference between the blind box and it is that the user has no sense of participation. It's just passive, , but it's done autonomously, with a sense of participation and uniqueness. By creating digital goods in this way, consumers themselves are part of the digital commodity.
还有一个不得不说的例子就是B站，B站在这个领域很有先发优势，因为它的用户本身比较年轻，乐于拥抱各种新兴概念。
Another example that has to be mentioned is station B, which has a very pioneering advantage in this area, because its users are themselves young and open to emerging concepts.
而且B站本身就有很好的数字资产基础，比如它的虚拟偶像、数字身份、UP主认证，所以B站也发了一个联盟链，叫高能链。
And station B itself has a very good digital asset base, such as its virtual idol, digital identity, and UP master certification, so station B has also issued a chain of alliances called high-energy chains.
相比于抖音、快手而言，B站的社区属性也更强，所以它是更接近于Web3的平台，越来越多的消费品牌也开始在B站上建立自己和年轻用户的互动。
The community attributes of station B are also stronger than those of a vibrating and fast hand, so it is a platform closer to Web3 and a growing number of consumer brands are beginning to build their interactions with young users on station B.
所以我觉得如果你今天做的是和下一代年轻人相关的消费品，你就必须重视这个平台。
So I think if what you do today is consumer goods related to the next generation of young people, you have to pay attention to this platform.
下面来讲通证经济下的消费品定价和传统消费品定价有哪些思想上的差异。
Below are some conceptual differences in consumer pricing and traditional consumer pricing in the general economy.
首先，传统买东西就是用法币，但在海外通证经济下用的是代币。
First of all, the traditional purchase is in French, but in foreign currency, in foreign currency.
代币和法币的区别很大，法币本身是相对稳定的，商品定价也是中心化的，用户决定不了定价；
(a) The difference between tokens and French currencies is considerable, the French currency itself is relatively stable, commodity pricing is also central, and users have decided not to set prices;
但是一旦用了代币上链，用户的心理就会出现波动，不是纯粹买你的商品，而是觉得所有商品都有了投资属性。
But once the intergenerational chain has been used, the user's mentality fluctuates, not simply buying your goods, but feeling that all commodities have investment attributes.
从消费者心理学角度来讲，主要有三个学术表达，一是参照依赖，二是心理账户，三是小概率迷恋。
From the point of view of consumer psychology, there are three main academic expressions, one referring to dependence, the other to psychological accounts and the other to small probability.
什么是参照依赖呢？举个例子，在比特币刚出来的时候，有人用一万枚比特币换了两个披萨，这当然是非常不划算的，现在一个比特币都值两万美金。
What is the reference to dependency? For example, when Bitcoin came out, someone traded 10,000 bitcoins for two pizzas, which is certainly very uneconomical, and now a bitcoin is worth $20,000.
但其实这个故事的主人公是一名程序员，他获得比特币是相对比较容易的，在早期稍微挖挖矿就获得了。
But in fact, the owner of the story was a programmer, and it was relatively easy for him to get bitcoin, which was obtained in the early stages of small mining.
所以不同的人在面对同一商品的时候，他的参考系是不一样的，一旦消费品进入通证经济，就不再只是纯粹的消费品，而是有了投资属性。
So when different people face the same commodity, his reference system is different, and once consumer goods enter the tranco, they are no longer just consumer goods, but have investment attributes.
就像我在腾讯工作的时候，每天面对的是DAU过亿的商品，所以我最初投资看到这些创业公司的DAU可能在几百万，觉得这么小，但其实创业公司DAU规模有几百万的话，它就已经很牛了。
It's like when I was working on a troupe, I was faced with over a billion DAU commodities every day, so I first invested in seeing these start-ups with millions of DAUs, which I thought was so small, but in fact the start-up company with millions of DAUs, it's already awesome.
所以定价和你的参考系有关，这是所有消费公司往通证经济走的时候一定要注意的，不能纯粹觉得你的商品是消费属性。
So the pricing has to do with your reference system, which is what all consumer companies have to pay attention to when they go to the tranco economy and do not simply feel that your commodity is a consumer attribute.
第二是心理账户，心理账户讲的是用户虽然在花钱买东西，但他会有一个心理账户，同样一块钱，用来做这件事和和做那件事会在心理上有认知差异。
The second thing about strong is the psychological account, which says that the user is paying for something, but he'll have a psychological account, the same dollar, that's used to do this thing and do it with a mental difference.
比如B站的头像，大家看了觉得也就这样，淘宝9.9元就能画出来，但是一旦它作为数字藏品去发售，就会被一抢而空。
For example, the head of station B, as you can see, can be drawn for $9.9, but once it's sold as a digital collection, it's stolen.
这个东西好像一下子突然变得稀缺，但本质上不就是个淘宝9.9就能买到的东西吗？
It's like this thing suddenly gets scarce, but isn't it essentially what a 9.9-year-old can buy?
所以一旦消费品从传统经济往通证经济走，那么你的营销环节对于消费者心理的把握会更难，我们必须考虑到心理因素的作用。
So once consumer goods move from the traditional to the transcribed economy, it will be more difficult for your marketing chain to grasp consumer psychology, and we must take into account the role of psychological factors.
最后是小概率迷恋，我记得在两年有看过一个海外虚拟地产项目的案例，海外用户可以用很低价格获得全球各个地方的虚拟地。其实它并没有实际价值但有很多海外用户愿意以非常高倍数的价格去拍卖虚拟地块。
Finally, I remember seeing a case of an overseas virtual property project in two years where overseas users could access virtual sites around the world at very low prices. actually has no real value, but many overseas users are willing to auction virtual plots at very high multiples.
接下来还有几个有意思的案例：
There are a few interesting cases to follow:
StepN和 Aglet这两个案例和前几年的一些小程序非常像，前几年我看过一个项目叫步步换，就是手机每天记录走路的步数，这些数字可以变成积分，Aglet的做法是用这些积分兑换折扣。
The two cases of StepN and Aglet are very similar to some of the minor procedures of previous years, and in previous years I have seen a project called Step Change, where mobile phones record the number of steps they walk on a daily basis, which can turn into points, which Aglet uses to exchange discounts.
StepN它是卖虚拟鞋，不同的鞋产生积分的效率不一样，比如便宜的鞋每天走一步就值一块钱，更贵的鞋走一步值10块钱，所以你买不同价格的鞋，产生代币的效率就不一样。
Stepn sells virtual shoes, and different shoes produce different degrees of efficiency, such as cheap shoes worth one dollar a day and more expensive shoes worth 10 dollars a day, so you buy different prices of shoes, and the efficiency of generating a token is different.
大家都希望币在未来上链之后有一定增值空间，所以这个东西现在炒得很热，我国法律不允许，清退了很多中国大陆用户。
We all hope that the currency will have some value-added space after the chain is in the future, so this thing is now hot, and our laws do not allow it, and many mainland Chinese users will be removed.
还有就是耐克，它收购的RTFKT是一个虚拟数字货并场派，用户可以在这里面自己设计，现在虚拟定价已经到了9000美元甚至数十万美元。
Also, Nike, the RTFKT it acquired is a virtual digital combination where users can design their own designs, and the virtual pricing has now reached $9,000 or even hundreds of thousands of dollars.
耐克的原版实体鞋也很少能卖这么贵，所以这真的是靠消费者心理，不只是纯粹去卖商品，还有很多投资属性在，用得好有助于推动消费品的营销，用得不好也有可能砸了我们的牌子。
安踏的董事长丁总有为我们的新书《WEB3.0：赋能数字经济新时代》写推荐语，他们对于新科技和应用还是怀着非常积极开放的心态在探索。
The Chairman of the Board of Directors of Antxy always wrote an introduction to our new book WEB 3.0: A New Era of Enabling Digital Economy, and they are still exploring new technologies and applications with a very positive and open mind.
Q：我们社群里之前讨论说被阉割了金融功能的数字藏品没有商业价值，和NFT完全不是同一类东西，你怎么看？
A：首先我非常认同把NFT和数字藏品区分开来看，这和我前面分享的内容一致，从本质上它的确就是在不同的监管体系和技术底层生态上长出来的不同的东西。
A: First, I very much agree with the distinction between NFT and digital collections, which is consistent with what I shared earlier. In essence, it is something that grows differently in different regulatory systems and technologies.
NFT是建立在公链上的，数字藏品是在联盟链上，而且联盟链后面又没有国资成分，一个用法币一个用代币交易，这本身就决定了不是同一种东西。
但如果说它没有商业价值，我可能会持保留意见，数字商品在今天的确是有用户的，用户愿意去购买这些数字藏品。 But if I say that it has no commercial value, I may have reservations about the fact that digital commodities do have users today and users are willing to buy their collections. 但我们短期不要把它过度对标海外，看有没有可能去做二级市场交易。如果我们只盯到它的金融属性，那么它就是一个金融产品。实际上商品本身也是有价值的，它是内容商品，本身就有购买的价值。 But in the short term, let us not take it too far abroad to see if it is possible to trade in secondary markets. If we focus only on its financial attributes, it is a financial product. In fact, the goods themselves are valuable, they are content goods, and they are worth buying. 现在整个文娱产业的数字化程度是非常低的，随着文娱产业数字化的推进，就能带来更多的流通和交易。 The level of digitization of the entertainment industry as a whole is now very low, and as it advances in digitalization, it can lead to more flows and transactions. 我不觉得我们要把艺术品金融化，即便商品没有金融属性，它本身也有陶冶情操的价值。 I don't think we're going to financialize art, even if the goods have no financial attributes, it's worth the pottery. 就像我们去画廊，不是所有人去画廊都是抱着纯投资的心态。 It's like we go to the gallery, not everyone goes to the gallery with a pure investment mentality. 我还是希望看任何商品的时候能够回归本质，艺术的诞生不是服务于金融的，金融只是可以在艺术领域很好地应用的工具，所以我依然觉得它有商业价值。 I still hope that any commodity will return to its essence, that the birth of art is not in the service of finance, and that finance is only a tool that can be well applied in the field of art, so I still think it has commercial value. Q：很多人把web3当做新一个创业风口，你如何思考、分辨这里面短期投机行为和长期的价值所在？创业者在这里面需要的定力是什么？ Q: How do you think about and distinguish between short-term speculation and long-term values? What do entrepreneurs need in here? A：其实这个问题不只在Web3领域出现，VC领域也有很多，一家公司可能根本没有真的做出实打实的业务，估值就炒上了天，其实最终投资人也是要为它埋单的。 A: actually has this problem not only in Web3 but also in VC, where a company may not have actually made a real business at all, and where the valuation is made, the investor is ultimately paying for it. 所以我会更看重这个团队做的事情本身是不是有价值，不能因为它是一种金融创新就过多放大这件事情。 So I'd like to focus more on whether what this team does is worth it, not because it's a financial innovation to magnify it. 如果你的业务本身没有价值，没有实打实地解决用户或者客户的需求，我就会比较警惕。 I'll be more vigilant if your business is of no value in itself and does not actually address the needs of users or clients on the ground. 就像VC市场有些项目可能业务表现平平，但是突然间估值被炒得很高，很多创始团队开始卖老股套现，没有把心思花在业务上。 As in the case of projects in the VC market, there may have been flat business performance, but suddenly the valuation was high, and many of the founding teams started selling old stocks without thinking about business. 所以我觉得估值太高对创始人未必是好事，这也是所有这个领域内的创业者需要去警惕的。 So I think that too high a valuation is not necessarily a good thing for the founders, and that is what all entrepreneurs in this field need to be vigilant about. Q：元宇宙&虚拟IP营销，可能是一个很显性的变量，对于新品牌来说，是否需要及时入局，你会有什么建议？ Q: The meta-cosm and virtual IP marketing may be a very visible variable, and what would you suggest if the new brand were to enter in time? A：如果你做的是针对中老年人群的产品，它可能就没有那么急，因为年长的消费者在这块渗透率没有那么高。 A: If you are doing products for the middle-aged population, it may not be that fast, because the penetration rate of older consumers in this area is not as high. 但如果你是主打00后的消费品牌，我觉得你就必须和虚拟IP营销这块有所接触，否则很容易失去和新一代消费者互动的契机和渠道。 But if you're a consumer brand after 00, I think you have to get in touch with the virtual IP marketing, otherwise you can easily lose the opportunity and channel to interact with the new generation of consumers. 比如我最近做内容，我们B站的一些粉丝会主动提出，你们能不能有一个虚拟的元宇宙场景和我们有更多的交互。 For example, I've been doing something recently, and some of our fans at Station B are going to come forward and ask if you can have a virtual meta-cosm scene and we can have more interaction. 年轻人对元宇宙真的很积极拥抱，他们是不懂投资的，也不知道什么叫投资热点，但他们真的知道这个概念，而且在主动提出。 Young people really embrace the meta-cosmos. They don't know investment, they don't know investment hot spots, but they really know the concept, and they're offering it. 我觉得这可能和这代小孩从小玩游戏有关，他们极其适应类似于游戏的场景，所以我觉得如果主打年轻消费者，那要重视新概念。 I think it might have something to do with this generation of kids who have been playing games since they were kids, and they're very well adapted to a game-like scene, so I think if you're a young consumer, you have to focus on new concepts. Q：数字经济时代，消费品和零售渠道的竞争肯定会升维，我们应该如何面对接下来的巨变，在新的领域成为专业者和深耕者？ Q: How do we face the next great changes in the digital economy when competition for consumer goods and retail outlets rises and become professionals and deep tillers in new fields? A：作为产品的创造者，和渠道之间的博弈是让人很痛苦的过程。 A: as the creator of products and the game between channels is a painful process. 我觉得这个时代和过去最大的区别在于，过去可以迅速打爆然后盈利；但是的信息分发是去中心化的，个性化推荐让人们的认知出现了信息茧房，所以在这个时代大家更需要精细化运营。 I think the biggest difference between the age and the past is that 所以我在评估自媒体账号或者线上的IP的时候，我不会那么看重它的粉丝量，而是更看重交互数据或者互动率，以及它的用户评论质量，因为与其获得大量笼统的流量，不如精细化运营。 So when I assess my own media account or IP on the line, I don't give that much weight to its fan base, but rather to its interactive data or interaction rate, as well as to the quality of its user comments, because it is more refined to operate than to obtain a large volume of general traffic. 我觉得今天这个时代无论是打国民级产品，还是推国民级明星，其实都很难，但是有很多精细化的垂直类目，用户可能没有那么多但是黏性够强，愿意去付费，付费单价还不低。 I think it's hard in today's era, whether it's a national product or a national star, but there's a lot of fine vertical classes, and users may not be as sticky as they are, they're willing to pay, and the cost of paying is not too low. Q：元宇宙和虚拟IP这块能不能训练AI画国画？ A：这个是有的，国外有网站可以让用户自己一键生成，然后买这些数字商品。对于消费品公司而言，我觉得更有借鉴意义的是它其实是盲盒的升级。 A: has a website abroad that allows users to generate their own buttons and buy these numbers of goods. For consumer companies, I think it's more interesting that it's actually an upgrade of the blind box. 盲盒的创作过程是和用户无关的，但是参与绘画的最后一个环节实际上会让用户觉得我参与了画画。 The creation of the blind box is not related to the user, but the last link involved in the painting actually makes the user feel that I was involved in the drawing. 这也是我观察到新生代人群非常追求的一个点，就是强调个性化，不喜欢和大家搞一样的。 It's also one of the things that I've observed for the new generation, which is to emphasize personality and not to like the same thing as everyone else. 本文为专栏作者授权创业邦发表，版权归原作者所有。文章系作者个人观点，不代表创业邦立场，转载请联系原作者。如有任何疑问，请联系editor@cyzone.cn。 Please contact the original author at editor@cyzone.cn>.
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