随着VR、AR、5G、AI等数字化技术的不断进步，现实社会中已经出现了一些类似于元宇宙场景的科技应用。元宇宙所强调的高度沉浸式体验和逼真的临场感，与数字时代下文旅产业追求的新型消费模式完美契合，用户可以在这些互动式的虚拟场景中获得身临其境的体验。然而，这些新兴技术的出现，也存在着许多疑虑和争议，需要我们认真思考和探讨。
作者 | 小军哥（文化产业评论作者、三川汇文旅体研究院研究员）
编审 | 时光
编辑 | 半岛
来源 | 文化产业评论
近年来，随着VR、AR、5G、AI等技术的广泛运用，“元宇宙”已不再是空洞的概念，正在成为备受关注的热门项目和投资风口，越来越多的城市开始将其运用到城市建设和文旅消费领域。
In recent years, with the widespread use of technologies such as VR, AR, 5G, AI, the meta-cosm is no longer an empty concept and is becoming a popular project and investment destination of concern, and an increasing number of cities are beginning to apply it to urban construction and tourism consumption.
作为“数字经济之都”的杭州市也不例外。2022年11月，为响应国家号召，推动扩大内需与深化供给侧结构性改革有机结合，杭州市政府公开向社会征集《关于建设国际新型消费中心暨打造“不夜天堂、璀璨杭州”的若干政策意见》（以下简称《意见》）。《意见》从七个方面提出15条具体举措，推进杭州建设国际新型消费中心城市。
In November 2022, in response to a call from the state to promote the expansion of domestic demand and the deepening of structural reforms on the supply side, the city government of ran publicly solicits from society a number of policy opinions (hereinafter referred to as “the Opinion”) on the construction of a new international consumer centre and on the construction of a “Nighty Paradise, Hangzhou.” The Opinion proposes 15 specific initiatives to promote the construction of a new international consumer centre in Hangzhou.
其中，第四章第8条提出，打造消费“元杭州”平台。将线下产品、商圈、消费场景等复刻到线上，实现线下消费与线上全年无间断“元宇宙”体验相结合，积极探索消费抽大奖、各类消费积分转换数字消费券等模式，促进消费潜力释放，刺激消费恢复增长。采用揭榜挂帅机制确定开发企业，分三年补助，每年按不超过项目审定总投入费用15%的标准，给予平台建设方最高3000万元补助。
Of these, chapter IV, article 8, proposes the creation of a consumer “Hong County” platform. Combine below-line products, business circles, consumer scenes, etc. to the line, combine below-line consumption with a year-long experience of the “MegaCosmos” on the line, actively explore patterns such as a consumer draw prize and the conversion of various consumption credits to digital consumer vouchers, and promote the release of consumption potential and stimulate the recovery of consumption growth.
但是，许多人都在质疑这项计划和措施的可行性，杭州究竟能否实现城市级元宇宙平台的打造呢？
However, many people were questioning the viability of the plan and measures, and whether Hangzhou would be able to achieve the creation of an urban meta-cosmos platform?
打造城市级元宇宙消费平台，真靠谱吗？
城市元宇宙平台建设是指城市空间数字化转型的进程，近年来备受商业领域广泛关注。与传统的聚焦于城市物理基础设施相比，元宇宙消费平台更关注虚拟现实和增强现实等数字化技术应用，可以为城市居民提供更便捷、更高效、更智能的消费体验，也为线下商家带来了更多的销售机会和营收增长点。
The construction of an urban metaspace platform refers to a process of digital transformation of urban space, which has received wide commercial attention in recent years. Compared to the traditional focus on urban physical infrastructure, focuses more on digital applications such as virtual reality and enhanced reality , which can provide urban residents with easier, more efficient, and smarter consumption experiences, as well as more marketing opportunities and income growth points for offline businesses.
△商场线上平行式购物模式（图源：网络）
杭州市提出，打造消费“元杭州”平台，将线下产品、商圈、消费场景等复刻到线上，实现线下消费与线上全年无间断“元宇宙”体验相结合。这就意味着，除了实现消费空间的有机融合外，所有消费场景和商品都要集合到这个平台化上。真能实现吗？杭州的底气从何来？
The city of Hangzhou proposes to create a platform for consumption “Main Hang State” to re-engineer off-line products, business circles, consumption scenes, etc., and to combine below-line consumption with a year-long experience of “Main Universe” on-line. This means that, in addition to the organic integration of consumer space, all consumption scenes and commodities must be brought together into this platform.
单从技术层面来看，实现消费“元杭州”平台打造是有可行性的。如今的数字化技术已经非常发达，虚拟现实、增强现实、人工智能等技术可以帮助将线下的商品、商圈、消费场景等复刻到线上。通过建立统一的平台，将所有消费场景和商品集合在一起，完全可以实现线上和线下的无缝连接。目前，北京、上海和深圳等一线城市均有比较典型的雏形案例。
At the technical level alone, it is feasible to build the “Main Hang State” platform for consumption. The digital technology of is now well developed. Virtual reality, enhanced reality, artificial intelligence, etc., can help to re-engineer off-line goods, business circles, consumer scenes, etc. By building a unified platform that brings together all consumption scenes and commodities, it is possible to achieve seamless connectivity on- and below-line.
北京市于2020年启动元宇宙商圈建设计划，并在东城区王府井、西单商圈等已率先推出元宇宙商圈。2020年12月，北京西单大悦城使用“5G+华为河图”增强虚拟现实等技术，为消费者们带来了沉浸式的AR/VR场景化购物服务。不仅如此，西单大悦城还将建立北京最大的3D商品库，市民坐在家中就能进入大悦城的虚拟楼层轻松“逛店”。
In December 2020, the city of Beijing launched a project to build the Yuan Cosmos Business Circle, and has already taken the lead in launching the Yuan Cosmos Business Circle in the East Metropolitan Area, the King's Palace, the West Single Business Circle, among others. In December 2020, the city of Beijing, with the use of techniques such as the “5G+W for River Map” to enhance virtual reality, brought with it a immersion of AR/VR shopping services for consumers.
△北京西单大悦城（图源：新商网）
与此同时，通过3D全景虚拟商场的上线，为传统商场开辟了一条新的道路。商场线上“云逛街”所辐射的范围不仅仅是本城市的人群，可覆盖全国乃至全世界的人群。例如，2021年9月，深圳龙岗万达广场应用BIM及3D点云扫描技术建立万达广场的数字孪生体，形成与实体广场对应的“平行世界”，顾客可在虚拟与现实的场景中轻松购物和娱乐。
At the same time, a new road has been opened to traditional shopping malls through the launch of the 3D Panorama Virtual Mall. “Strong” on the market line is not just about the population of the city, it can cover the entire country and the world. , for example, in September 2021, the BIM and 3D cloud scanning technology at Longgwanda Square in Shenzhen was used to create a digital twin at Vanda Square, creating a “parallel world” that corresponds to real squares, where customers can easily shop and entertain themselves in virtual and real scenes.
△深圳龙岗万达室内元宇宙场景
（图源：铱星云商）
还有诸如，2022年南京文投集团“全国首个数字文化城市整体解决方案”发布，整体方案以“三层、六云、五新”建设模式探索文化数字化落地路径，包括搭建文化基础层、功能层、体验层“三层”架构；建设文化图谱云、服务云、治理云、生产云、场景云、消费云等“六云”系统；打造数字文化新资产、新品牌、新服务、新场景、新平台等“五新”样板。详见《全国首个！文化数字化的“南京样本”来了》。
For example, in 2022, the Nanjing contribution group “The first digital city-wide solution in the country” launched the overall programme to explore the digitalization of cultural pathways in a “three-storey, six-cloud, five-new” model of construction, including the construction of cultural foundations, functional layers, experience layers of “three-cloud” structures; the construction of “six-cloud” systems such as cultural images, service clouds, cloud management, production, landscape, consumer clouds; and the creation of “five-new” models of digital culture assets, brands, new services, new scenes, new platforms, etc.
放眼杭州，从基础优势层面来看，杭州市一直致力于数字经济的发展。早在2016年，杭州在全国率先创建了“城市大脑”，成为“最智慧的城市”。目前，杭州已建成超过1.84万个5G基站和26个1000千瓦以上的数据中心，并且拥有阿里云计算中心和46个视觉智能等国家级创新载体，数字智能技术也广泛覆盖了公共交通、城市管理、文化以及旅游等多个领域。
As early as 2016, Hang took the lead in creating the “city brain” throughout the country, becoming the “most intelligent city.” At present, Hang State has built more than 184,000 5G stations and 26 more 1,000 kW data centres, with national innovative vehicles such as the Ali Cloud Computing Centre and 46 visual intelligence , and digital intelligence technologies cover a wide range of areas such as public transport, urban management, culture and tourism.
在探索实践层面来看，作为数字经济的最早拥抱者和探索者，杭州市这座城市拥有阿里巴巴、网易等千亿级别的领军企业，以及海康威视、华数传媒、浙文互联等超过20家规模超百亿的企业，催生了数字贸易、电商直播、数字文娱、数字金融、网络游戏等一系列数字新业态，数字经济已成为杭州市经济的重要支柱。截至2022年，杭州数字经济核心产业增加值超过5000亿元，占GDP比重为27.1%，对经济增长的贡献率更是高达50%以上。
At the practical level,
△杭州数字经济对GDP增长贡献率超过50%
（图源：杭州日报）
在推进“元杭州”消费平台建设方面，杭州市已经初步实现了应用场景的落地。最近，杭州西湖区元宇宙融合创新园正式揭牌，旨在助力区内打造具有影响力的元宇宙技术创新高地。目前，已有超过200家企业入驻文三“元宇宙商业街”，覆盖服装、美食、日用百货、教育等诸多行业。值得一提的是，“印象城堡”咖啡品牌已成功通过“元杭州”平台进行推广，累计销售额已突破100万元，为其他入驻企业提供了成功的样本。
The city of Hangzhou has already made the initial deployment of the application scene in terms of moving forward with the construction of the “Zongzhou” consumer platform. Recently, the Wonco-Cosmos Innovation Park was officially inaugurated in Hangzhou, the aim of which is to help create an influential high-tech meta-cosm.
△杭州西湖区文三数字生活街区应用场景
（图源：橙市互动）
总的来说，杭州市在推动元宇宙应用场景和商业模式方面已经积累了一定的技术基础和探索成果，打造“元杭州”消费平台是可行的，也有很大的商业价值和市场前景。但要真正实现线上和线下的无缝连接，仍需要一个可靠的系统架构、高效的数据处理平台，以及不断完善的算法模型，避免陷入“另类电商”的新误区。
In general, the city of Hangzhou has built up some technological foundations and explorations to promote the use of the meta-cosmos and business models, and it is feasible to build a “Hongland” consumption platform, with great commercial value and market prospects. To truly achieve seamless connectivity on and below the line, there is still a need for a reliable system architecture, an efficient data-processing platform, and a continuously refined algorithmic model to avoid falling into a new fault zone for “other power suppliers.”
积分换消费券模式，是否“中看不中用”？
《意见》还提出，在实现线下消费与线上全年无间断“元宇宙”体验相结合的同时，将积极探索消费抽大奖、各类消费积分转换数字消费券等模式，促进消费潜力释放，刺激消费恢复增长。
The Opinion also suggests that, while combining below-line consumption with the endless experience of the “metacosystem” on the line throughout the year, 近年来，随着移动支付和线上购物的普及，越来越多的电商平台通过消费抽大奖、积分抵现金或兑换消费券等手段吸引消费者。对于这些政策，部分消费者也存在诸多不满。例如，消费抽大奖模式，每达到一定消费额度就可以获得抽奖资格，并有机会获得相应奖品。但是，这种模式有时会被商家隐藏其他附加条件。就像“某多多”抽奖模式一样，忙活大半天仅赚几毛钱。 In recent years, with the spread of mobile payments and on-line shopping, a growing number of power-market platforms have attracted consumers through such means as consumer prizes, cash credits, or the exchange of consumer vouchers. There are also many complaints about these policies among some consumers. For example, the consumer-publishing model allows for a certain amount of consumption to qualify and has the opportunity to receive the corresponding prize. , however, this pattern is sometimes hidden by traders. , like the “more than one” drawing model, makes only a few cents of money for most of the day. 同样，用消费积分兑换数字消费券模式，看似可以给消费者带来实实在在的优惠。但是，有些积分换券模式可能有限定性“门槛”。首先积分换算比例太低，可能让消费者感到上当受骗；其次消费券使用受限，有些商家可能会设置消费券使用条件，比如只能在特定时间、地点或商品上使用；三是积分兑换过期，系统管理混乱、消费者维权难等。 Similarly, the use of consumption credits for digital coupons may seem to give consumers a real advantage. , however, some credit exchange models may be limitedly characterized as “thresholds” △首批省级示范智慧商圈——杭州大武林商圈”（图源：读城杭州） 综上所述，虽然这两种刺激政策某些方面存在“中看不中用”端倪。相反，如果该模式设计得好，不仅可以激发消费者的购物欲望，同时也有利于培养固定客户群和促进企业品牌的营销，为商家创造更多的销售收入。类似用消费积分兑换数字消费券等模式，其实在不少城市已取得良好的效果。 On the contrary, if the model is well designed, it not only stimulates consumers’ desire to shop, but also fosters the formation of customer groups and the marketing of corporate brands, and creates more sales revenue for businesses. Models like the conversion of consumption credits to digital consumer vouchers have worked well in many cities. 2018年开始，广州市政府就实施了消费积分计划，消费者在指定商家消费后可获得相应的积分。这些积分可以用于购买商品、抵扣房租等。同时，政府还提供了专门的积分兑换平台，方便消费者进行积分兑换。2019年，成都市也推出消费积分计划，消费者在指定商家消费后可以获得一定的积分，这些积分既可以在商家联盟内兑换商品，也可以将积分转赠给亲友使用。 Since 2018, the Guangzhou municipality has been implementing the consumption credits scheme, whereby consumers receive the corresponding credits after they have been ordered to consume. These credits can be used to purchase goods, deduct rents, etc. At the same time, the government has also provided a dedicated credit exchange platform to facilitate the exchange of the credits. In 2019, the city also introduced the consumption credits scheme, which allows consumers to obtain credits after they have been designated to consume, and 2020年初，杭州市政府也推出了“逛杭州，走心消费”活动，消费者在指定商圈内消费一定金额后，即可获得消费券。这些消费券可以用于购买特定商品或在指定商家消费。同时，还推出了“消费买单红包”活动，消费者在指定商家消费后，可以通过移动支付平台领取一定金额的红包。 At the beginning of 2020, the Hangzhou municipality also introduced the “Handing State, Caring for Consumption” campaign, whereby consumers can obtain vouchers after spending a certain amount within the designated business circle. These vouchers can be used for the purchase of specific commodities or for the consumption of designated businesses. △杭州武林路女人街智慧场景 （图源：读城杭州） 因此，城市元宇宙平台建设和消费刺激模式带来的机遇和挑战并存。需要通过政府、企业和消费者三方的共同努力，才能够实现城市元宇宙平台建设和消费刺激模式的可持续发展和实施效果。 therefore presents both the opportunities and the challenges posed by the construction and consumption stimulus model of the urban metaspace platform. requires joint efforts by governments, businesses and consumers to achieve sustainable development and implementation of the construction and consumption stimulus model of the urban metaspace platform. 一是政府方面：政府需要加强对城市元宇宙平台建设和消费刺激模式的规划和管理。在制定相关政策时需要充分考虑各方利益，鼓励企业积极参与，提供必要的扶持和支持，同时保障消费者权益，确保市场公正和透明。同时，还需要充分利用数字技术和大数据分析，为企业提供更好的数据支持和指导。 is the government side: governments need to strengthen their planning and management of the construction and consumption stimulus models of the urban meta-cosmos platform. 二是企业方面：企业需要提高产品和服务的质量，创新业务模式，不断加强自身的数字化和智能化水平。在开展宣传和营销活动时需要遵循真实、合法、诚信的原则，防止虚假宣传、欺诈和恶意营销等不当行为。此外，企业还需要严格遵守相关法律法规，保护消费者的合法权益。 II is the business side: enterprises need to improve the quality of their products and services, innovate business models, and continuously enhance their digital and intellectual skills. 三是消费者方面：消费者需要注意理性消费，开展有效的数据管理和安全保护，维护个人信息安全。在参与消费刺激计划时需要了解相关规则和权益，防止被虚假宣传所蒙蔽。消费者还可以积极参与相关评价、分享等活动，提高自己的积分和福利水平，同时向企业反馈意见和建议，不断提升和完善消费措施。 is a consumer: consumers need to be aware of rational consumption, have effective data management and security protection, and maintain personal information security. 揭榜挂帅机制，如何做到公开透明？ 杭州在打造“元杭州”消费平台时提出，将采用揭榜挂帅机制确定开发企业，分三年补助，每年按不超过项目审定总投入费用15%的标准，给予平台建设方最高3000万元补助。 In the context of the construction of the “Maun Hang State” consumption platform, Hangzhou proposed the introduction of a roll-out mechanism to identify the development enterprise, with a three-year subsidy of up to $30 million per year for the platform's builders, up to 15 per cent of the total project validation cost. 按照此项规定，每年经费补贴不超过审定总投入费用的15%，也就是说，最高经费补贴为总投入费用的15%。设该项目总预算为x，则每年可以获得的最高经费补贴为0.15x，根据题意：0.15x=3000万元。解方程可得：x=2亿元/年 ÷ 0.15=13.3333亿元。因此，要想获得每年最高补贴，建设方投资总预算为至少需要10个亿左右。 Under this provision, an annual subsidy of up to 15% of the total value of the approved input, i.e. a maximum subsidy of 15% of the total cost of the input. With a total budget of x, a maximum subsidy of 0.15 x = 30 million yuan per year would be available. The equation is available: x = 200 million yuan/year = 1,333.33 million yuan. Thus, in order to receive a maximum subsidy per year, the total builder investment budget would be around 1 billion. 有人可能会问，打造“元杭州”消费平台是否需要这么多的投入？会不会让建设方钻补助政策空子，导致“虚投套补”！回答这个问题之前，让我们先来了解一下什么是“揭榜挂帅”机制。 Some might ask whether building a “Jongzhou” consumption platform would require so much investment. Would it be possible for the builder to take advantage of the subsidy policy, leading to a “false offer”? Before answering this question, let us first see what a “show-and-see” mechanism is. 揭榜挂帅机制是中国古代的一种选拔官员的制度。这一机制通过科举考试选拔出进士后，按照考试成绩高低分别进行“挂榜”。之后，最终考取者将根据其名次依次授予相应的职位，因此被称为“揭榜挂帅”。 The best-looking mechanism is an ancient Chinese system for selecting officials. After selection through the competitive examination, the mechanism is “checked out” according to the results of the examination. After that, the final candidate will be awarded the corresponding post according to his or her ranking and thus known as “show-and-seek”. 如今，这项机制被广泛用于现代市场竞争机制中。政府通过公开竞争方式选择优秀的企业或单位，以推动特定领域的发展并实现产业集群与技术创新等目标。该机制通常包括明确目标、公开比选、签订协议和资金补贴等实施步骤。 The mechanism is now widely used in modern market competition regimes. The government selects good firms or units through open competition to promote development in specific areas and achieve such goals as industrial clusters and technological innovation. 在推进元宇宙产业发展、促进数字经济发展以及增强市场竞争力等领域，揭榜挂帅机制被认为是一项值得借鉴的策略。该机制能够有效地促进市场竞争，提高选择优秀企业的效率和公正性，进而有助于政府更好地发挥作用，并引导特定领域的发展，且在多地得到有效推广。 In areas such as the advancement of the meta-cosm industry, the promotion of digital economic development, and the enhancement of market competitiveness, it is considered to be a useful strategy. The ‘strong’ mechanism can be effective in promoting competition in markets, improving efficiency and fairness in the selection of good firms, and thus helping governments to play a better role in 今年1月，上海为落实市培育“元宇宙”新赛道行动方案，启动了元宇宙重大应用场景需求“揭榜挂帅”征集工作，并公开发布了《2022首批元宇宙重大应用场景需求列表》。该列表覆盖了商业运营、课堂教育、文旅出游、品牌娱乐、智能制造等领域，面向国内外重点企业、高等院校、科研院所等征集解决方案。其中，还包括多个文旅元宇宙场景应用项目（具体请见下表）。 In January of this year, Shanghai launched a campaign to raise awareness of the needs of major applications in the meta-cosmos, 实际上，从产业转型升级到重构商业格局，杭州各区、县（市）都早已经开始抢占“元宇宙”新赛道。尤其是这两年，各区、县（市）围绕拼产业升级、拼文旅经济，纷纷打开了通往元宇宙的入口。 Indeed, from industrial transformation to restructuring business patterns, Hangzhou’s districts and counties (municipalities) have already begun to take over the new course of the “won cosmos.” Particularly in these two years, the regions and counties have opened their doors to the Won cosmopolitan universe around the upgrading of the cosmopolitan industry and the scaffolding economy. △杭州元宇宙规划布局图 （来源：大杭州区域发展研究院） 2022年8月，杭州市上城区笕桥街道获得了全省首个“元宇宙产业基地”，该项目旨在引进80到100家元宇宙技术算法、软硬件研发以及场景应用等企业。同时，他们也积极对接吉利元宇宙赛车、港台音乐元宇宙酒吧、上海裸眼3D公司和北京元宇宙软件开发公司等行业领先企业，有序规划未来元宇宙产业，加速推进应用场景的建设。 In August 2022, the city of Hangzhou's upper city street acquired the province's first “Main Cosmos Industry Base”, a project designed to introduce 80-100 yuan cosmopolitan technology algorithms, software and hardware development, and landscape applications. At the same time, △浙江元宇宙产业基地规划效果图 （图源：新视线） 2022年3月，杭州未来科技城发布了名为“XR产业计划”，预期五年内培育5家上市企业，并推出单人最高奖励1300万元、项目最高1亿扶持的“顶尖人才项目”政策。此外，今年1月，拱墅区也发布了“关于促进现代服务业和新材料、新能源产业发展的系列政策”，鼓励企业在其领域内建设标杆性元宇宙场景，可获得最高不超过2000万元的扶持。 In March 2022, the Hangzhou City of Future Science and Technology launched the XR Industry Project, which is expected to foster five listed enterprises within five years, 2022年7月，一座以元宇宙概念为主题的虚拟岛“梦之岛”乐园在淳安县千岛湖秀水街盛大开业。该乐园通过数字化和智能化等高科技手段，将淳安的自然与人文、历史与现实等元素，艺术化地融入一个梦幻般的神秘世界，让观众沉浸在光影与场景融合的元宇宙空间中。自开业以来，已接待游客超过10万人次。 In July 2022, a virtual island, Dream Island, with the concept of the meta-cosmos, opened its doors on Lake Shuisu Street, Kiyoshima, Junan County. The park, using high-tech tools such as digitization and intelligence, is artisticly integrating Junan’s nature and humanities, history and reality into a dream world of mystery, immersing the audience in a mesospace where light and scenes are integrated. Since its inception, it has received more than 100,000 visitors. △千岛湖“梦之岛”乐园场景图 （图源：乐园项目方） 综上分析可见，杭州市采用揭榜挂帅机制确定开发企业，按照项目约定比例给予相应的经费补助符合当前相当项目招投标政策规定。但要确保相关机制得到有效落实，政府还应进一步细化实施细则，加强对项目质量的监测和评估等，避免出现不当干预或骗取补助经费等问题，以确保项目顺利推进并达到预期效果。 On the basis of this analysis, it can be seen that the Hangzhou municipality has adopted a project-specific mechanism to identify development enterprises, with the corresponding financial assistance in proportion to the project’s agreed rates, in accordance with the current bidding policy. However, to ensure that the relevant mechanisms are effectively implemented, the ‘strong’ government should further refine the rules for implementing them, strengthen monitoring and evaluation of the quality of the project, and avoid undue interference or the fraudulent use of grant funds, among other things, in order to ensure that the project is carried out successfully and to achieve the desired results. 结语 火热实践，是最生动的注脚。从孕育数字产业创新动能，到布局元宇宙新赛道，杭州在科技创新领域不断突破从“零”到“壹”的巨大跃进。当下，随着元宇宙的时代浪潮到来，越来越多的“赛道飞驰者”正冲锋陷阵，然而如何将“概念”变为“现实”，这不仅需要有敢为人先的探索精神，还应避免“争彩头、抢风头”的匹夫之勇。唯有这样，才能这条充满挑战的赛道上行稳致远！
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