E -commerce anchor, transform and bring goods NFT ｜ Focus Analysis

Two industry newspaper groups that ushered in the "cold winter" were heated.

Wen ｜ Zhou Xinyu

Edit ｜ Su Jianxun

Cover Source ｜ Vision China

"NFT is like buying paintings," David told the audience in Spaces, a chat room in Twitter, "you want to be a person who can discover Van Gogh."

With the wealth myth of NFT holders, David raised the protagonist of the live broadcast: the new NFT of a new project was limited to 100. "I am honored to be the earliest owner, and my avatar is NFT." David said, "As long as more people join in, the price of NFT will be higher. I have confidence in this project."

Few people can think of the protagonist of the David Douyin live room a year ago, the jeans wholesale jeans and the accessories of Yiwu supplied. In May this year, he received a notice from his company: "We start to bring the goods NFT."

NFT, Non-FUNGIBLE token, which means non-similar tokens-even if they checked the Encyclopedia, David still cannot imagine: "Why can a picture sell such a high price?" He didn't understand what "on-the-chain" is "upper chain" , And regard the world's largest NFT trading platform Opensea as a shopping platform similar to Taobao, the difference is that "cannot be paid with RMB, you must first convert to virtual currency." But in David's understanding, NFT is a product similar to gold: "As long as you may make money, there will be a market."

The picture shows a popular NFT project. The first right is a "boring ape" held by celebrities such as Jay Chou, Curry, Li Ning. The floor price once reached 156ETH. At that time, the contract was 2 million yuan. Picture source: Opensea official website

After practicing the SOP (standardized operation) manual given by the project party for 3 days, David registered his Twitter and started a regular AMA (Ask Me Anything) live broadcast -this is the largest traffic entrance of NFT.

David is not a case. Since Q2 this year, many NFT projects have agreed to the marketing and release links to MCN institutions (Multi-Channel Network), and their professional e-commerce anchors are sold for sale. In April of this year, NFTmart, based on the public chain Polkado Polkado, signed a cooperation agreement with a MCN, which is a main online celebrity live broadcast business. The NFT project Angrycat also invited a lot of domestic Kols to help in Twitter on Twitter. Diverse promotion.

Even if the future of "live with goods+NFT" is not clear, the entry of e -commerce anchors seems to release two signals. On the one hand, the traffic dividends of domestic platforms such as Douyin and Kuaishou gradually faded, and the anchors needed to find the next traffic air outlet; on the other hand, the NFT project party urgently needed a large number of pick -ups to hedge the price crashes caused by the bear market.

Different industries, the same traffic anxiety

"Live e -commerce is getting worse and difficult to do." Many anchors feel the same as David. In the first half of this year, even if it was broadcast for 6 hours in a row, there were less than 10 customers who placed orders in the David live room, and the flow of water was only about 700 yuan a day.

Since 2021, the fading of platform traffic dividends has become the industry consensus. Kuaishou's 2021 Q4 financial report shows that the rapid growth rate of DAU and MAU is only 0.8%and 0.5%than Q3, and the growth is almost stagnant. Coincidentally, a employee of the Douyin DAU bytes beating the commercialization department told 36 氪 that the current growth of Douyin's users is weak, and the effect of customers' buying volume is already minimal. "It can only continue to create new application scenarios for customers."

Finding a new traffic air outlet has become the way of survival of the anchors. An English teacher who transferred from knowledge paid told 36 氪 that the reason for her to enter the NFT with the army is to accumulate resources in the future to make a job in the financial field: "It is difficult to get new for live broadcasts now. With a period of NFT experience, others will think you are very forward -looking. "

For Davids, the capital accumulation of job -hopping is far less attractive than hot money. A quotation of AMA activities with a listener of more than 50 people can be worth the two -month income of David.

The model of the live broadcast+NFT is more like two industries facing the cold winter to warm each other.

How crazy the myth of wealth last year is, how fragile this NFT bubble this year is this year. The cryptocurrency "bear market" in May this year led many NFT projects to dive, and a large number of holders chose to sell them in a timely manner. Data show that OpenSea's transaction volume on May 19 was about $ 37.67 million, a decrease of about 92%from May 1.

"Polying." An investor who started the popular NFT project Azuki watched the floor price dropped by nearly 40%compared with its peak period. The boring apes held by Jay Chou and Li Ning, the floor price fell from 156ETH in early May to about 98ETH in mid -May. Opensea's statistics show that since May, most of the popular blue -chip project prices have fallen by more than 50%from historical high.

In such a cold winter, the NFT project party urgently needs to take a large number of handles to pull back a game, and the private domain traffic comes with the anchor and the Internet is a good entrance. The owner of a NFT project believes that promoting in private domain traffic can reduce the preliminary cost of establishing trust, and "fans are more willing to pay for new things." A NFT promotion quotation, which was confirmed by the industry on Twitter, revealed that the "Internet Red+NFT" model has already prevailed overseas. The quotation list shows that the price of a small coffee blogger is more than $ 100, while the price of KOL in the cryptocurrency circle ranges from hundreds to tens of thousands of dollars. Lindsay Lohan, the actress of the protagonist twins in the movie "Birth of a Born", is also on the quotation list. Her NFT propaganda tweet can issue a price of $ 25,000.

Cryptocurrency Observation blogger @zachxbt released NFT promotion quotation. Picture source: Twitter@zachxbt

In China, although the "Live and Capital+NFT" model is still in the trial stage, the cold winter makes each other fits quickly. In June, a Hangzhou MCN manager received a promotion order from four or five domestic and foreign NFT projects: "They don't care about spend more money on the goods. The key is to attract a wave of consumers to pay and then live. "

Return to reason, return to "small and beautiful"

"Blind cats meet the dead mouse." David described the relationship between the audience and himself.

In his Twitter Spaces, the average listener with an average of more than 50 % is the "Xiaobai" in the "NFT blind area". "I don’t know how NFT appreciates now. Question: (NFT) Can appreciation faster than gold? "

The anchor of "Xiaobai" seems to be a farce on the audience of "Xiaobai", but for the gradually silent NFT ecology, it may be able to inject a living spring.

On the one hand, the anchor's joining has established the foundation of the community on a wider traffic pool. A major advantage of anchor is the self -private domain of the fans, which greatly reduces the propagation cost of NFT in the private domain.

At the same time, the anchor's audience is often a "outsider" that is not familiar with NFT. EVA, the BD manager of an overseas NFT trading platform, has taken over a lot of NFT projects, but the price collapsed than the glory. What is even more terrible is that the debut is to pass through the ground: "Many NFTs are on the shelves, even if the free mint (free cast fee is free of casting fee ) No one shot. "And now I saw many anchors to bring goods. EVA felt" this is a very good entrance to NFT. "

In addition, the anchor who introduces the product as a brief introduction in the introduction of the product, and also undertakes the cost of the NFT project party to pay for audience education. In EVA's opinion, the most important ability of anchors is emotional expression: "Compared with scratch, MCN and anchors have a relatively advantageous user education in new fields."

However, the rapid influx of traffic in the live broadcast room makes it difficult for a NFT project to fall into the situation of "high -rise buildings, high -rise buildings collapse".

36 氪 Article "Behind NFT Blasting Fire: Dazzling Wealth, Leeks and Yuan Universe" pointed out that whether it is changing the NFT avatar or starting digital art works, how to maintain this "noble" identity label depends to a large extent on the small circle The collective consensus inside.

Therefore, NFT is like a company that is immediately listed, and at the beginning of its birth, facing the pressure of maintaining the stock price. After eating the initial traffic dividend of the live broadcast room, once the project party does not have mature community operation capabilities, the price of NFT will soon usher in the fate of "debut is the peak".

While needing traffic to heat the market, many NFT project parties are also alert to new bubbles that have been spawned after a large amount of flow. A cruel fact is that since the "bear market" has caused the NFT selling tide of Chinese people, the project party will see the Chinese people who lack NFT belief as "flow poison": once Chinese buyers have more than 30 %, the project is better not to do it.

For players, the most important problem is: Is the NFT project in the live broadcast room worth starting?

I have to admit that the possibility of running after the project party still exists after running through the MCN "cut leeks". At the moment when the market order is not established, there is a certain threshold for identifying the information expressed by the NFT project party in the live broadcast room -obviously the current "Xiaobai" anchor does not have a mature identification ability.

EVA observed that most of the anchors of the transition and goods NFT wrote Twitter in Chinese and English bilingual, which rarely involved the industry's black words, and the promoted projects are rarely regular. "Real NFT players will have more clear preferences. For example Fang, artist, or like a certain style, but the traits of these selection 'good projects' do not exist on the anchor. "

But an industry consensus is: the second half of most tracks always return to rationality and return to "small and beautiful". Whether it is a live e -commerce or NFT, the bubble starts to break, and the market order will be formed slowly.

"Don't understand or touch." David summarized.

(At the request of the respondent, David and EVA are all pseudonyms.)

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E -commerce anchor, transform and bring goods NFT

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