Digital moon cakes appear on multiple platforms, and some are tens of thousands of prices. Reasonable promotion or drilling 500 yuan for a price limit?

Recently, there are media reports that AYAYI digital moon cakes appear in some digital collection platforms and off -site trading groups, and the price is tens of thousands.

The Red Star Capital Bureau learned that AYAYI is the first super -realized digital person in China. Last year, with the Tmall Super Brand day on the eve of the Mid -Autumn Festival, the digital moon cakes were jointly released. At present, the digital moon cake has been sold for 16666 yuan.

This year, digital moon cakes are even more common, and many winners hang them on the trading platform two or three days after they are drawn. Liu Xingliang, a member of the Information and Communication Economic Expert Committee of the Ministry of Industry and Information Technology, said on September 8 that this behavior was suspected of violations.

Digital moon cakes often bundle with physical moon cakes. The purchase of the former has a certain condition to get the latter, or to buy the latter to obtain the former. This bundle can often bring premium.

Liu Xingliang believes that this bundling may be the promotional action of the physical moon cake brand. However, Zhou Pengfei, a professor at the School of Economics and Management of Chongqing Normal University, told the media that digital moon cakes are hidden in the possibility of becoming a new type of gift delivery props, and it is easy to breed corruption trading behavior. Jimu News commented that the price of mooncakes with "Yuan Universe" and "Blockchain" as a gimmick is a gimmick.

There are digital moon cake prices for tens of thousands

After buying, I will turn to the suspected violation of the rules

Recently, some media reports that on the X Meta collection platform, Ayayi digital moon cake launched last year sold tens of thousands of prices.

It is understood that Ayayi is the first super -realistic digital person in China. Last year, it announced that he joined Ali on the eve of the Mid -Autumn Festival and became the digital manager of Tmall Super Brand Day. He and Tmall Super Brand jointly released NFT moon cakes, limited to 50 copies.

It is worth noting that at the time, users who signed AYAYI digital moon cakes only needed one yuan to get a customized digital moon cake and a physical moon cake gift box.

One year later, the Hongxing Capital Bureau consulted the platform information and found that some users sold the Ayayi digital moon cake, and the final transaction price was 16666 yuan; some users had a price of 100,000 yuan, but no one bought it yet.

↑ Screenshot from X Meta

This year, the "wind" of digital moon cakes seems to be greater. Many domestic digital collection platforms have released "digital moon cakes" on the eve of the Mid -Autumn Festival. However, after the platform grabbed the digital moon cake, some players doubled on the second -hand platform.

Dunhuang moon cakes of the digital collection trading platform "Hippie Beast" were released on September 7, 2022, with a issuance price of 1 yuan. On September 9, the Red Star Capital Bureau found on the X Meta platform that the digital moon cake has been sold online for 25 yuan. The profile stated: can turn in seconds.

↑ Screenshot from the official public account of the hippie beast beast, X Meta platform

It is worth noting that my country does not allow digital collections to conduct secondary transactions. In February this year, the China Banking Regulatory Commission issued the "Risk Tips on Preventing illegal fund -raising in the name of the" Cosmic Universe ". ", All said that they must resolutely curb the tendency of NFT financial securitization.

The more loose platform regulations are that users can initiate a transfer to other real -name users after purchasing a digital collection for 180 days. After receiving digital collections for 2 years, the gift can be launched again.

Liu Xingliang, a member of the Information and Communication Economic Expert Committee of the Ministry of Industry and Information Technology, told the Red Star Capital Bureau that if the sky -high digital moon cakes are not resold by users as collections, they will be legally compliant, but if anyone speculates and invests, it will bear huge risks. "Many people use this kind of transfer behavior for private transactions, and the risk is extremely risky. Because this belongs to the gray area, there is no legal protection."

Binding digital moon cakes and physical moon cakes

Is it a marketing or a new regulation?

On the Ali auction platform, the Red Star Capital Bureau found that there was a transaction price of "Digital Moon Cake" issued by the "Yuanshi Lab" this year.

This digital moon cake is defined as a digital expression in the title. According to product introduction, buyers will also get a physical moon cake gift box. Is this selling digital collections or selling physical moon cakes? If it is the latter, it will undoubtedly be limited by the new rules of moon cakes.

According to the "Announcement on Controlling" Sky "moon cakes and promoting the healthy development of the industry" issued by relevant departments, boxes with a unit price of more than 500 yuan are clearly supervised. The major e -commerce platforms and offline merchants are also difficult to see the moon cake gift box of more than 500 yuan, and this digital moon cake (gift moon cake gift box) has exceeded 500 yuan.

Coincidentally, the old name of the rice dumplings "True and Old" also sold the digital moon cakes, and said that 5 or more can get a box of physical moon cake gift boxes. Based on the first digital moon cakes issued by this series, the price of the hammer of 31 yuan is calculated. If the transaction price is similar to it later, it costs about 150 yuan to redeem a box of physical moon cakes, and the price of the price is not touched. However, it is worth noting that the same moon cake gift box searched and exchanged for the Red Star Capital Bureau.

↑ Screenshot from Jingdong

Hangzhou Silk Brand, which is also old -fashioned, also added the concept of the "Yuan Universe" on the moon cake. However, they launch a physical moon cake gift box. Consumers can buy relevant gift boxes to scan the code to receive digital collections.

The old -fashioned Guangzhou Restaurant (603043.SH) also launched a digital moon cake in the hungry this year. Their digital moon cakes are obtained in the "Hungry Digital Collection" process by inviting friends and draws.

The artistic dessert brand Nudake presented a digital collection exchange card in some Mid -Autumn Festival gift boxes. The moon cake gift box for the digital collections for the digital collection card is a co -branded Robbi. There are two types. The sale price is 2199 yuan a set, 4899 yuan, respectively. According to netizens, the 4899 yuan is sold out in seconds. It is worth noting that the State Administration of Market Supervision has recently announced the first typical cases for the rectification of the moon cake market. Among them, four of them "violated the compulsory national standards of overpasuring goods"; 1 did not conform to the "operator sales box installed moon cakes, must not set up other products in any form, and mixes moon cakes with other products in the form of gift boxes. Sales "requirements.

Does the more than 500 yuan digital moon cakes that given the moon cake gift box violate the new rules of moon cake? Why do companies produce physical moon cakes collectively enter the "Yuan Universe"?

Liu Xingliang told the Red Star Capital Bureau that similar to the digital moon cakes such as the Yuan universe laboratory, the main body of the sales was digital collections, and the physical moon cake gift box could only be regarded as gifts. "It depends on whether there is no more than much money that the number of digital collections cannot be exceeded. If he does not violate the regulations, I think it is understandable."

As for the brand that was originally doing physical moon cake gift boxes, Liu Xingliang believed that the purpose of making digital moon cakes was mainly for promotion, "it is a kind of cross -border marketing."

Zhou Pengfei, a professor at the School of Economics and Management of Chongqing Normal University, recently told the media that digital moon cakes are hidden in the possibility of becoming a new type of gift delivery props.

Jimu News also believes that this year's high -priced moon cakes have been stared very tightly. Some merchants have fried the concept of "digital moon cakes", emphasizing the social attributes of moon cakes. Isn't it just drilling the existing regulations?

Red Star News reporter Yu Yao Zhang Luxi

Editor Yu Dongmei Intern editor Zhu Jieying

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