自从facebook大肆鼓吹“元宇宙”概念并更名为Meta向元宇宙致敬，品牌界由此就掀起来一股“元宇宙热”。
Since Facebook promoted the concept of the meta-cosmos and changed its name to Meta to pay tribute to the meta-cosmos, the `strong' brand has created a `mass cosmos heat'.
对于各个品牌来说，都把“元宇宙”看作一种先机，把握了“元宇宙”，就意味着可能抢占下一次市场机遇。
For all brands, the “megaspace” is seen as a prelude to capture the “megaspace”, which means that the next market opportunity may be seized.
于是，我看到这两天“男人的衣柜”海澜之家也按捺不住心中的火热，申请“海澜之家元宇宙”商标。而就在上周，景区张家界也来凑热闹，成立全国首个设立元宇宙研究中心，网友纷纷质疑并调侃：毕竟是“阿凡达”光顾过的地方，没毛病。
As a result, I saw the man's closet for the two days, and the man's closet, in the heat of his heart, applied for the symbol of the family's cosmos. And just last week, Zhang's family came together and set up the country's first meta-cosmos research centre, and the Internet questioned and narrated: is, after all, where Avanda visited.
元宇宙概念刚火，照这个趋势，有一种被玩坏的节奏。
The concept of the meta-cosmos is just on fire, and there's this trend, and there's a broken rhythm.
元宇宙究竟有多火？
How much fire does it have in Woncoon?
看看品牌界的热情就知道了！
Look at the enthusiasm in the brand world!
天眼查App显示，截至目前，“元宇宙”相关商标申请量超过4400条，其中超过3000条当前状态为“等待实质审查”，共有700余家企业申请元宇宙相关商标，覆盖衣食住行各个领域。
Appearance shows that, to date, more than 4400 applications have been made for trademarks related to the Mesocosmos, of which more than 3,000 are currently in a state of “substantial review” and more than 700 enterprises have applied for mesocosal trademarks covering various areas of food and clothing.
这其中既包括各大科技巨头，如腾讯申请了“QQ元宇宙”、“王者元宇宙”等商标；百度申请了”元app”；网易提交了 “网易元宇宙”；阿里巴巴也注册了“阿里元宇宙”等多个商标。还有小米、字节跳动等互联网大厂都没闲着，注册相关商标，不断制造着元宇宙话题。
These include major technological giants, such as
也包括前面提到的海澜之家，就连双汇也注册了元宇宙商标，这是要打造“火腿肠元宇宙”的节奏，这跨度确实有点大了。
It also includes the home of the masonry referred to earlier, which even double-sinks have registered the logo of the meta-cosmos, which is the rhythm for the creation of the ham-intestinal cosmos, which is actually a bit of a stretch.
实业之中，要数车企们对元宇宙的热情最大。不仅小鹏、理想、蔚来等电动车玩家纷纷入局，上汽集团更是一口气申请了100个元宇宙相关的商标类别，这难免有蹭热度的嫌疑。
In business, several cars have the greatest enthusiasm for the meta-cosmos. Not only has the electric car players, such as pelicans, idealists, and utensils, have entered the game, but the upper consortium has applied for 100 meta-cosm-related trademark categories, which are inevitably suspected of dampness.
当然除了商标抢注，不少品牌也已经行动了起来。其中就包括罗永浩即将开启的“元宇宙”二次创业。
Of course, in addition to the trademarks, a number of brands have already taken action. Among them are the upcoming “Megaspace” business start-up of Young-ho.
运动巨头耐克宣布将与元宇宙平台Roblox合作，推出虚拟世界Nikeland，玩家将能为他们的虚拟形象穿上Air Max运动鞋等数字版本的耐克产品。Nikeland网站目前正在推广帽子和背包等独家商品。
Nike, the sports giant, announced that he would work with Roblox to launch the virtual world Nikeland, where players would be able to wear digital versions of Nike products like Air Max sneakers for their virtual image. Nikeland’s website is now promoting exclusive products such as caps and backpacks.
作为可能离“元宇宙”最近的国内品牌，腾讯也在加速布局。早在2019年，腾讯就与当时还没有成为“元宇宙第一股”的美国游戏公司Roblox合资，以热门游戏《罗布乐思》和《堡垒之夜》为基础，构建了相关的元宇宙游戏开发团队。
As a national brand that may be the closest to the Woncosmos, it is also accelerating the layout. As early as 2019, it joined forces with Roblox, the American game company that did not become the first share of the Woncosmos at the time, to build the relevant metacosmos development team based on popular games, Robles and Fort Night.
近日，腾讯天美新项目“ZPLAN”启动，多家媒体报道称，该项目主打社交+游戏，团队规模超过千人，甚至被“实锤”为腾讯Metaverse项目。
In recent days, ZPLAN, the new project “ZPLAN”, was launched, and several media outlets reported that the project was dominated by social + games, with a team of more than 1,000 people, and even by the “Small Hammer” as the “Metaverse Project”.
阿里也是早有“预谋”，除了此前打造的代言人易烊千玺虚拟代言人——千喵，更是推出从平行宇宙穿越而来的 metahuman（超写实虚拟数字人）AYAYI ，声称将为 AYAYI 注入新的「智识」与「灵魂」，赋予 AYAYI 在元宇宙商业文明中探索数字营销新可能的「超能力」。
Ali was also “premeditated”, in addition to the formerly created protagonist, the closing virtual protagonist, Chiaki, and the introduction of metahuman, who traveled from a parallel universe, AYAYI,
今年中秋，天猫超级品牌日已经发布了一款 AYAYI 定制月饼礼盒，除了实体月饼，礼盒内还含有 1 枚 NFT 数字月饼。
In the middle and fall of this year, Skycat Super Brand Day has released an AYAYI custom-made mooncake box containing one NFT digital mooncake in addition to the entity mooncake.
不过，这当中要数百度的元宇宙动作最彻底，直接上线了一款定位为元宇宙社交APP希壤，用户在登陆时完成取名、捏脸等人物塑造，之后便进入到了虚拟空间。
However, the hundreds-degree meta-cosm movement was the most complete, with a direct link to a meta-cosm socialization APP-Hyoma, where users were made of names and faces upon landing and then moved into virtual space.
这可真是，元宇宙一出，内卷了整个品牌界。总而言之一句话，元宇宙是个筐，什么都能往里面装。
And that's really, like, when the universe comes out, it's got the whole brand world in it. In short, the universe is a basket, and everything can be loaded in it.
有热度就有流量，这便是当下品牌们最喜欢干的事儿——凑热闹。“元宇宙”作为当下风口浪尖的概念，对于多数品牌们来说，元宇宙是什么似乎并不重要，重要的是它提供了一个营销切入点。
"Strong" has the heat and the flow, which is the current brand's favorite thing -- to do with it. For most brands, what the metaspace seems to be does not matter, but it provides a marketing entry point.
就拿天猫来说，双11前夕打造的“天猫双11首届元宇宙艺术展”，本以为真是一场元宇宙艺术展览，其实就是打着元宇宙的幌子，搞电商卖货老一套。
In the case of Skycats, the 11th Won-Cosmos Art Fair, which was built on the eve of Twin 11s, thought it was really a meta-cosm art exhibition, but in fact, under the guise of the Won-Cosmos, it was used to sell electricity.
虽然整体看来逼格满满，花里胡哨，但用一句话就能概括：一桶操作猛如虎，原来还是卖红薯。
Although the whole thing seems to be full of flowers, it can be summarized in one sentence: , a barrel of tigers, used to sell potatoes.
前段时间“柳夜熙”的一夜爆红，让“元宇宙”与化妆品从此搭上了姻缘。
The one-night reding of Willow Night-hee in the previous period made it possible for the Won-Cosmos and cosmetics to be married to each other.
据统计，近两年至少有超30个品牌开始采用虚拟偶像代言人，如国货品牌花西子推出的“花西子”，欧莱雅的“M姐”与“欧爷”，除此之外薇诺娜、凡士林、卡姿兰、屈臣氏等众多品牌都推出属于自己品牌特色的虚拟形象。
According to statistics, at least 30 brands have begun to use virtual iconic advocates over the past two years, such as the “Fashion” introduced by the national brand, the “M” and “Oo” of Orea, with the exception of Vinona, Vancelin, Katziran and Tchichen, many brands that have their own brand identity.
借助这一波元宇宙的热潮，这些虚拟偶像们纷纷被注入了“元宇宙”的灵魂，美妆品牌们从此打开了“元宇宙”的营销入口。
Thanks to this wave of the universe, these virtual icons have been injected into the soul of the meta-cosmos, which has since been opened up by the make-up brands.
比如巴黎世家Balenciaga 发布的春季 22 系列广告大片，以虚拟时装秀的形式展现了本季首发造型，硬生生被冠以了“元宇宙”广告的概念。
For example, the spring 22 series of ads published by the Parisian family Balenciaga shows in the form of a virtual fashion show the first appearance of the season, with the notion of a meta-cosmos ad.
再比如B站凭借着自身满满的二次元属性在虚拟偶像领域的探索，虚拟偶像们也同样被冠上了“元宇宙”的名号。
And, for example, station B explores virtual icons with its own full of binocular attributes, and virtual icons are also branded the “won cosmos”.
吉列和王者荣耀连个名，非要说开启了年轻人的元宇宙。
Gillie and the King are honoured to say that they have opened the universe of the young.
就连奥利奥饼干在联合周杰伦打造国潮营销的过程中，都不忘蹭一波“元宇宙”的热度，推出了所谓的奥利奥+区块链NFO数字艺术品盲盒。
Even the Orio biscuits, in the course of the campaign to unite Jayon's build-up of the nation, did not forget the heat of a wave of the meta-cosm, and
随着元宇宙概念的走热，越来越多的品牌们对于蹭热点这件事情毫不含糊，均争先恐后地加入了这一大军中。本身自家产品与元宇宙并无强关联，或有机可图，或借势营销，或存在愿景。
As the concept of the meta-cosm is hot, a growing number of brands are unequivocal about the dampness of the matter and are fighting to join the army. Their own products are not strongly linked to the meta-cosmos, either organically or through marketing, or have a vision.
总之，先蹭再说。大家都企图在新领域分杯羹，不过却因人声嘈杂、泥沙俱下。
All in all, let's do it first. We're all trying to split up in the new field, but we're all in the middle of it because of the noise and the mud.
说到底，元宇宙被品牌们如此追捧属实有点讽刺了。
At the end of the day, it's a little ironic that Yuan cosmos is so popular with brands.
毕竟全世界都在跟风“元宇宙”，而“元宇宙”到底是个啥却没人说的清。
After all, the whole world's following the wind of the "won cosmos," and the "won cosmos" is what nobody says.
这就好比我们看到有人在奔跑，于是所有人都加入了奔跑的队伍，但却没有人知道为什么奔跑。
It's like we saw people running, so everyone joined the race, but nobody knew why.
我们都知道羊群效应是一个典型的经济学现象，羊群是一种很散乱的组织，平时在一起也是盲目地左冲右撞，但一旦有一只领头羊动起来，羊群就会不假思索地一哄而上，全然不顾前面可能有狼或者不远处有更好的草。
We all know that the sheep effect is a typical economic phenomenon, that the `strong' flock is a very disorganized organization, and that when one head of sheep moves together, the flock goes up without thinking about it, regardless of whether there may be wolves or better grass not far away.
如今的品牌们面临的正是“元宇宙”引发的羊群效应。
Today's brands are faced with the sheep effect of the metaspace.
不管“元宇宙”有多火，有一个基本的事实是，截至目前，“元宇宙”并没有一个被广泛认可的确切定义。
No matter how hot the meta-cosmos is, there is a fundamental fact that, to date, there is no precise definition of the meta-cosmos that is widely accepted.
这也正是问题的症结所在：
And that's the crux of the problem:
多数品牌对“元宇宙”是什么、元宇宙与自身品牌的关系以及自身品牌究竟想要通过元宇宙干什么都全然不知，但秉持着“不跟风白不跟”的观点，一哄而上，这便是一种极度不理智的行为。
Most brands do not know what the “megaspace” is, what it has to do with their own brands and what they want to do through them, but they do so with a view of “do not follow the wind and do not follow the wind”, which is an extremely irrational act.
因为相较于facebook、微软等科技巨头对元宇宙的深度探索，多数品牌纯粹是在蹭热度。
Most brands are purely damp compared to deep exploration of the meta-cosmos by technology giants like Facebook and Microsoft.
作为一个刚刚爆火的概念，元宇宙背后既有资本的炒作，也有各种乱象丛生：许多人看到新的圈钱方式，卖书、卖课月入百万，炒游戏币诈骗层出不穷。
As a concept of just a fire, the universe is surrounded by capital hysteria and all sorts of chaos: many people see new ways of doing money, selling books, selling classes for millions of a month, and selling games and coin frauds.
但放到品牌的层面去考量，这其实是品牌界浮躁的表现，无非想通过元宇宙的方式走“捷径”。
But to think of it at the brand level, it's actually a sign of rashness in the brand world, trying to take a shortcut through the meta-cosmos.
但还是那个老生常谈的话题，品牌的成长从来都不是一蹴而就的，而是一个长期性、系统性的工程。
But it's still the old talk, and branding has never grown overnight, but it's a long-term, systematic project.
“元宇宙”可能会为品牌带来一时的流量，但对于“元宇宙”的未知也可能为品牌带来“新陷阱”——忘了品牌的初心，在一个炒作的概念上迷失自我。
“Mencosm” may lead to a temporary flow of brands, but the unknown about “Mencos” may also lead to a “new trap” for brands — forgetting the originals of brands and losing themselves in a frenzy concept.
正如B站董事长陈睿所说：“元宇宙是一个概念，并不是一个产品，这个概念包含一些产品要素，比如虚拟现实、紧密的社交体系，或是在游戏内自循环的生态系统。它是需要产品和技术有突破，才能去实现这个概念。”
As Director of Station B said, , "The meta-cosmos is a concept, not a product, and it contains elements of a product, such as virtual reality, a tight social system, or a self-cycling ecosystem in a game. It takes a breakthrough in products and technologies to make it happen."
所以，于品牌而言，一股脑的盲目跟风，最后的结果不是把“元宇宙”玩坏了，就是被“元宇宙”玩坏了！
So, as far as brands are concerned, the blindness and the wind of a brain, the end result is either to screw up the meta-cosmos, or it's fucked up by the meta-cosmos!
且跟且三思吧。
And think about it.
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