Digital collection brand IP, empowering industrial development

On June 3rd, Guangming.com joined the northern digital number, and the number of non -heritage five blessings of the five blessings of the five blessings of the five blessings, the number of noodles, and the number of fragrant pieces, which was limited to 10,000 copies, priced at 29.9 yuan. Declared sold out. On the same day, the People's Daily's "National Human History" and the people's creativity and ancient style painter "Calling onion Finding Garlic" jointly created the "Book of Songs" Dragon Boat Festival theme cultural digital collection limited edition, a total of 4 models, each limited edition of 2999 copies. On June 6, China ’s lunar explore aerospace issued the first digital manned spacecraft“ Dream ”in the form of digital collections, recruiting 10,000“ space digital passengers ”to space. It is reported that the digital manned spacecraft "Dream" and "Space Digital Passenger" digital collections were launched on the Baidu APP at 17:00 on June 6.

Digital collection "Pink ink debut"

At present, digital collections have successfully "broke the circle" and become a new fashion. At present, 6 central media including Xinhua News Agency and People's Daily have entered the bureau. Tibetan, digital copyright platforms have sometimes been Tibetan, Xinhua Digital Tibetan, Lingjing · People's Art Museum. The release of digital collections of aerospace themes recently also shows that digital collections will be the field of exploration and development in the future of my country's digital economy.

In essence, digital collections are the Chineseization form of NFT. The main function behind it is NFT. At present, there has been a trend of NFT, such as: NFT can be combined with art to form the digital art market. NFT can be with games with games. Combined, such as developing games, can form NFT game props, and can also form virtual real estate under NFT.

At present, digital collections in my country are mainly divided into three categories: relying on traditional culture of digital collections, original content collections, and digital collections based on the physical industry. With the concept of the original universe and the expansion of space, the extension of digital collections has also expanded, penetrating into various industries such as sports, art, aerospace, film and television, marketing, and education. For example, the "Image Xinhua" of Xinhua Bookstore, the digital collections, Tencent, Ali, Netease's digital trading platforms composed of the five books "Fu" of Industrial Bank, and so on.

It can be seen that physical enterprises are actively deploying the digital collection market, but the current digital collections in my country are still in the conceptual period and in the early stage of development. On the one hand, blockchain technology related to digital collections still needs to be continuously accumulated and improved. Digital collections have issues, trading, preservation, and safety. And guarantee. For example, the borders of digital collection ownership, patent rights, transaction rights and related peripheral power are clear and confirmed.

On the other hand, my country's trust mechanism for digital collections has not yet been established, and the current user acceptance of digital collections is still very low. The reason why digital collections are collections in essentially requires users to have a cognitive consensus on the value of the collection. Cognitive consensus is not popular at home. At the same time, it is currently a second -level transaction for digital collections, so it is difficult to support the needs of digital collections by relying on the hobbies of niche groups alone.

Where is the value of digital collections?

Therefore, a phenomenon we can see at this stage is that the development of digital collections in China is extensive. The specific manifestation is that first of all, the entertainment of digital collection investment. In fact, digital collections enter the public vision. In fact, it is due to the celebrity effects of celebrities such as Jay Chou and Lin Junjie investing in digital collections. Its investment is mainly driven by entertainment and novelty. Followed by the speculation of digital collections. For example, Jay Chou's digital collections have been stolen as of now, but hackers have changed their hands in a short time, and they have obtained a high price difference. The source of the difference in differences actually comes from the hype of "limited" and "original". Finally, the speculation of digital collections. Most of the current motivations of digital collections are still to obtain speculative income in the short term. The root cause is that the supply and demand of digital collections is imbalanced, resulting in the role of digital collections difficult to play financial services and empowerment.

In fact, as a product of the digital economy, digital collections have important social and economic significance. At the social level, digital collections mainly explore the establishment of digital asset right certificates in combination with NFT intangible homogeneous tokens. In the past, the concept of digital assets did not exist. A video, etc., is essentially a bunch of code, and the code can be copied, and the NFT grants the only identity of digital products through blockchain. This is an establishment of property rights in the future. Empathy will inevitably enhance the creation and enthusiasm of netizens, digital products will be produced in large quantities and are bound to the original author.

At the economic level, on the one hand, digital collections have artistic value and brand value. After combining with NFT, these artistic values ​​are attached to the product to meet the needs of consumers' diverse collections. On the other hand, digital collections also have social attributes. We It is said that the core demand in the Internet era is long -tail demand. Many niche cultures are concentrated through the Internet, such as two -dimensional culture, and digital collections can meet long tail needs. Topics formed between enthusiasts to achieve social purpose.

How can digital collections empower the national economy?

Digital collection itself is an IP enhanced agent. Through the integration of the real economy, it can effectively promote industrial models and industrial format innovations, and empower industries and consumption. For some enterprises, digital collections can be used as a brand IP promotion method. The combination of brands and NFT will issue related products to brand fans. For example, Xiaopeng Automobile launched Xiaopeng P7NFT Tmall Digital Collection in 2022 as part of the commemorative activities, digital collections combined with Xinhua News Agency and rural revitalization, digital collections combined with Shanghai and cultural tourism industry, and collecting digital cards, games, games, games The NFT props, etc., are the exploration and attempts of digital products to empower the physical industry.

Of course, digital collections IP is an empowerment of the actual industry consumption, which depends on the supply and demand parties of digital collections. For the supplier of digital collections, by creating digital collections IP owners and empowering the brand, we must be good at discovering fans of figures. Collection content, combined with NFT to promote development. For demand, a good consumer experience is the key to expanding the demand group and establishing a stable and mature demand market.

Therefore, for the physical industry, the rise of digital collections has once again emphasized the importance of IP creation. The cultural industry and cultural communication must adhere to the diversification, so that they must be conducive to generate more IPs, and it can also form more niche people. Cultural groups, the long -tail effect of digital collections can be withdrawn, and there can be an active cultural product trading market. This includes both offline collections and online digital collections.

And allowing users to enjoy a better consumer experience is to work on the IP of digital collections. Many people often emphasize the collection attributes of digital collections over the digital collections. Earning the difference, but this often only has a short lively, and the hype cannot continue. Therefore, the core of the final digital collection is IP, such as CBA, Bingdun, and popular film and television animation products. The digital collections of these products are very valuable. It is not because the NFT tool is valuable, but the NFT combines strong IP.

Risk of digital collections

Although the current development of digital collections is in full swing, and enterprises in various industries have been deployed, the development of digital collections in my country is still in the initial stage. Only the digital collections in the form of original content are closer to the international NFT. NFT, the connotation and extension of digital collections are continuously expanded. Although it is conducive to the development and sustainable development of digital collections, it still faces many uncertainty and risks.

First, the value of digital collections. On the one hand, the value of digital collections is the "uniqueness" of digital collections. Digital collections should be non -homogeneous in conceptual. At present, some digital collection design, the degree of homogeneity between digital collections and collections is relatively high. It cannot cause the enthusiasm of users to collect. On the other hand, digital collections should have artistic value as art, but the artistic value has great subjectivity. Therefore, the value of digital collections is largely dependent on the marketing methods of digital collections at this stage.

Secondly, although NFT can combine with digital collections to form a unique ownership, it cannot prove the originality of digital collections. For example, a original NFT collection avatar can be sold for 1 million, but if I copy this avatar with a photo frame, this is this is the frame. Another NFT collection, but in fact, the essence of the two collections is the same. Therefore, the key here is to create a blockchain public chain or alliance chain led by the intellectual property management agency. In this way, it has established a smart contract with products that have determined intellectual property rights and combined with the blockchain to ensure the protection Digital asset property rights need to be followed up in the legislation of digital collection property rights. The property rights of digital assets need to be determined separately and specially.

Finally, the second -level transactions are prohibited from digital collections in China, and the transactions are not public and transparent. Although the current release of digital collections in my country has blossomed on multiple platforms, my country has not legally specified the investment and transactions of digital collections. Whether the sale platform is legal and legal is the key issues we need to pay attention to. At the same time, the secondary market of digital collections in my country has not yet opened, and there are great uncertainty in trading rules, transaction information, and transaction processes. (The author is the co -director and researcher of the Digital Economy and Financial Innovation Research Center of Zhejiang University International Coalition Business School)

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