迪思传媒：新技术、新思维下，如何用营销的视角看待Web3.0？｜ 2022虎啸盛典

8月18-19日，2022虎啸盛典暨第十六届中国数字商业传播论坛、第十三届虎啸奖颁奖典礼在北京举行。作为品牌营销数字化领域最具专业影响力、规模性的行业盛会，2022虎啸盛典吸引了线上线下包括合作伙伴、品牌、行业高管、参会代表近25万人次参与和见证，虎啸盛典作为品牌营销数字化领域强大平台影响力进一步凸显。迪思传媒高级副总裁、昊明数科副总裁肖鸣为我们带来《WEB3.0浪潮下的营销思考与创变》主题演讲。

On August 18-19, 2022 Tigers and the XVI China Digital Business Communication Forum and the 13th Tigers Award Awards were held in Beijing. As the most professional and large-scale industry event in the field of digitalization of brands, 2022 Tigers attracted close to 250,000 participants, including partners, brands, industry executives, and delegates to the meetings, and the influence of the Tigers as a powerful platform in the field of digitalization of brands was further highlighted. , gave us a keynote address on /span >.

笃定一个赛道，Web3.0下的元宇宙。

>. >. >. . >................................................................................................................................................

相信在未来20年内，一定会有公司基于元宇宙的架构、超级入口，或者提供元宇宙服务，从而进入世界500强榜单。这是我们每个人无法回避的未来，人类文明和社会变革的一次巨大挑战，我们必须要参与其中。

believes that in the next 20 years there will be a company based on meta-cosm structures, super-entry points, or the provision of meta-cosm services to enter the top 500 rankings of the world. This is a great challenge for each of us to avoid, and we must be involved in the transformation of human civilization and society.

营销视角下怎么去看Web3.0？

How do you look at Web3.0 from a marketing perspective?

每一次营销的变革和变化都是跟随信息交换方式，以及信息传播方式和用户交互方式从而产生变化。

Every marketing change and change follows the way information is exchanged, as well as the way information is disseminated and the way users interact.

Web1.0时代（PC时代），交互方式是中心化单向传播，这个时候最重要的信息交换方式是图片、文字。大家都应该用过Windows操作系统，软件是寄生在Windows操作系统之内的。同样，我们会在各种大门户网站去阅读新闻、使用邮箱。

At the time of the Web1.0 era (PC era), the interactive mode is a centralized one-way transmission, and the most important means of information exchange at this time are pictures and text. Everyone should have used the Windows operating system, and the software was sent to the Windows operating system. Similarly, we will be reading news on various major portals and using mailboxes.

Web2.0时代，我称之为是移动APP的时代。也就是我们今天所处的时代，每个人手机上都有大量的APP，大量的时间都被APP占用，我们的信息交互方式变得更复杂了。现在有很多种，有直播、有弹幕、有评论区、有各种各样的输出方式，但是今天依然是基于一个中心化的互动式传播。

In the era of Web 2.0, I call it the era of moving APs. This is the time we're in today, when everyone has a lot of APs on their phones, a lot of their time is taken up by APs, and the way we interact with information becomes more complicated. There are many kinds of live, bullet-screening, comment areas, and various forms of output, but today they are based on a central interactive dissemination.

再设想一下Web3.0阶段，是基于区块链、元宇宙，还有很多AR、MR、5G、人工智能应用的技术，以《头号玩家》电影为例，是一个完整虚拟体验的世界，它叫元宇宙，你可以把它理解成元社会，今天在现实生活中的一切都会在虚拟世界当中呈现，我个人理解是去中心化。

Think of the Web3.0 phase, which is based on block chains, meta-cosmos, and lots of techniques for AR, MR, 5G, artificial intelligence applications, for example, the Player Number One film, which is a world of complete virtual experiences, which you can interpret as a meta-social society, where everything in real life is presented today, and which I personally understand as decentralizing.

我们会沉浸在不同品牌、不同平台给你提供在那个虚拟世界当中的某一个场景、某一个中心，一个沙滩、一个星巴克、一个便利店等，所以我们的营销必须基于Web3.0、基于元宇宙的进步而进行适应性的变化。

We'll be immersed in different brands, platforms, and provide you with a scene, a center, a beach, a starbuck, a convenience store, etc. in the virtual world of the

元宇宙的理想和现实就在我们的身边。谈理想，元宇宙是最重要的一个赛道，资本都在入局这个赛道。我个人分析，不一定是正确，前段时间微软收购动视暴雪，整个游戏产业当中最大的一笔投资。微软仅仅是为了XGP在线服务吗？我个人认为，可能他有更远大的理想或者更深刻的谋划，让更多的游戏内容停留在XGP上，用XGP获取大量的会员。

The vision and reality of the meta-cosm is around us. The ideal, the meta-cosmos, is the most important track, capital is in the game. My personal analysis, not necessarily correct, was that Microsoft acquired the biggest investment in the entire game industry. Is Microsoft merely doing XGP online service? I personally think that he might have a much bigger dream or a deeper plan to keep more games on XGP, and use XGP to get a large number of members.

未来是什么？游戏是最接近元宇宙的入口，如果微软去开发沉浸式的游戏，配合XGP庞大的会员和低门槛的服务，微软很可能是第一个可以或多或少实现某些元宇宙服务，用户从而拥有了部分元宇宙体验。

What's the future? > > is the closest entrance to the meta-cosm. If Microsoft goes to develop immersed games that match XGP's vast membership and low-threshold service, Microsoft is likely to be the first to achieve some meta-cosm services more or less, and the user thus has some meta-cosm experience. /span >

现实是什么？当前还有很多技术壁垒，尤其是5G、人工智能以及硬件，短期内没法攻克，因为我们的算力不够强大，但这依然是一个我们必须笃定的、坚定的一条赛道。

What's the reality? > > there are many technical barriers, especially 5G, artificial intelligence and hardware, that cannot be overcome in the short term because we are not strong enough to calculate, but it is still a sure, firm track.

接下来是什么？我们的品牌会发生变化。我们必须把握住品牌资产的增长、销售的增长以及客户资产的增长。将来在元宇宙世界中，一定会诞生全新的品牌。所以，品牌要做的就是重新出发、焕新、脱颖而出。

What's next? > > >. > we have to manage the growth of brand assets, the growth of sales and the growth of customer assets.

怎么去做？当前元宇宙大概齐有这三种应用，相对比较成熟：

How do we do that? There are probably three applications in the current metacosystem that are relatively mature: .

1）虚拟人

1) Virtual person

2）NFT

3）虚拟交互

3) Virtual interaction

虚拟人的本质是偶像养成、明星经纪。现实世界的偶像养成在中国市场现在很成熟，我们有大量的选秀节目，有交换生、培训生等。如果你想运营一个人、培养一个人，把他作为企业的新闻发言官、品牌代言人、形象大使等，我认为路径非常长、难度非常大，投入的营销费用体量也不会小，并且虚拟人的情绪和人设的延续性、稳定性不容易把控。偶像是什么？偶像不是艺术家，老戏骨的商业价值是艺术，偶像的商业价值是情绪价值。

If you want to run a person, train a person as a news speaker, brand spokesperson, image ambassador, etc., I think the path is very long, very difficult, the marketing costs are not small, and virtual emotions and artificial continuity and stability are not easy to control. What is an idol? An icon is not an artist, the commercial value of an older actor is art, and the commercial value of an icon is emotional.

再来重点谈谈NFT，中国市场的NFT跟全球比，略有点不一样。海外是以太坊公链，国内是联盟链。在海外是用虚拟币、以太币去交易，在国内必须以法币交易。最重要的是二级交易的问题，在海外可以实现多次交易，反复交易，NFT具有投资升值价值。我们知道商品有三种价值，功能价值、情绪价值和资产价值。在海外，NFT是具有资产价值的。

focuses on NFT, the Chinese market NFT is slightly different from the global. Overseas is the Taiwan public chain. Domestic is the union chain. Overseas is a virtual currency, traded in the same currency, and domestic transactions must be conducted in French. Most important is the problem of secondary transactions, where multiple transactions can be made, repeated transactions, and the NFT has the value of investment appreciation. We know that commodities have three values, functional, emotional and asset values. Overseas, NFT has an asset value.

;

面向三个不同的价值对象：品牌、产品和用户，NFT还有一系列的玩法，不管什么玩法，最好做到现实与虚拟之间的互联互通。以耐克为例，发行1000双鞋，我在虚拟世界拥有这双鞋，在现实世界当中也可以买到，是因为每个人都拥有唯一的NFT。

is for three different objects of value: brands, products and users, and NFT has a series of games, whatever the game is, it's better to be connected between reality and virtual. In Nike, for example, I have 1,000 pairs of shoes that I own in the virtual world and can buy in the real world because everyone has the only NFT.

NFT营销的路径有三种方式：

There are three ways to market NFT:

1.品牌自创。奈雪自创NAYUKI，非常火爆。它在2021年推出了300份，随即被抢购一空，59块钱买一份NFT。为什么会成功？首先是有一定的知名度，第二是它有粉丝，在奈雪的茶小程序中有3600万的粉丝。最后是把NAYUKI赋予了完整的故事线，完整的人格化表达，她是坚定的有力量的小姑娘。

The brand created itself. /spanNayuki self-created by Nayuki, which was very hot. It launched 300 copies in 2021, and was then robbed and $59 for a NFT. Why succeed? First of all, it has some visibility, and secondly, it has a fan, and it has 36 million fans in Naysche's tea program. And finally, it gives NAYUKI a complete story line, a complete personal expression, a strong little girl.

2.购买原生。2022年4月李宁以243万人民币购买开放版权编号#4102号的无聊猿NFT。除了在营销层面引关注，无聊猿作为全球性潮流NFT极具话题性，间接带动品牌关注度提升。产品层面虚拟资产实体化，通过二次创作将无聊猿的NFT进行实体化产品生产和销售。品牌层面夯实认知，借助无聊猿在NFT领域形成的潮流文化强化其自身品牌基因，从而影响和连接更广泛的年轻潮流人群。

. Purchase original. > April 2022 Lining purchased NFT #4102 with an open copyright number of 243,000 yuan. Apart from marketing attention, boring apes are a global tide of NFT that is highly topical and indirectly leads to increased brand attention. Virtual asset-level virtualization at the product level, with the production and sale of physicalized NFTs through secondary creation. Brand-level awareness, with the use of the current culture developed by bored apes in the field of NFT to strengthen their own brand genes, thus influencing and connecting a wider youth stream.

3.跨界联名。品牌与NFT跨界合作，实现1+1＞2的商业置换价值。2019年奥利奥×朕的心意，用10600块饼干复刻了一个能吃的故宫；2020奥利奥×周杰伦，全新品牌大使限量黑金音乐盒；2021奥利奥×《千里江山图》，这是一个典型的NFT应用，非常火爆。

3. Cross-border joint name. . . . >. Cross-border cooperation with NFT to achieve a commercial replacement value of 1+1>2.

未来，元宇宙一定是有超级入口的，这是巨头之间竞争的维度，如微软、腾讯、META等。链接这个超级入口之后，我们大部分人要活在那个虚拟世界里，在虚拟世界去星巴克买一杯咖啡，然后在现实世界里兑换。

In the future, the meta-cosmos must have a super-entry, which is the dimension of competition between giants, such as Microsoft, Tetsu, META. After the link to the super-entry, most of us live in that virtual world, buy a cup of coffee in the virtual world at Starbucks, and then convert in the real world.

对于品牌来讲应该怎么做？也应该有自己的入口，我们叫私域元宇宙，不是私域流量，至少在当前这个阶段可以通过AR或MR技术去实现，赋能终端的销售。迪思作为中国领先的内容营销平台，在帮助客户提供元宇宙或者Web3.0服务中，可以帮助客户构建内容能力，以及AR、VR、MR、区跨链、NFT等技术应用。

What should we do for brands? We should also have our own portal. We call the private domain meta-cosmos, not private domain traffic, at least at this stage, through AR or MR technology, enabling end-of-end sales. /spanDith, as China's leading content marketing platform, can help clients build content capabilities, as well as technology applications such as AR, VR, MR, sector cross-links, NFT, etc. in helping customers to provide meta-cosm or Web3.0 services.