编者按:一幅可以随便复制的JPEG可以卖7000万美元,一条推文可以卖将近300万美元,一段音频可以卖几千美元……没错,这就是今年陷入疯狂的NFT(非同质化代币),这个硬生生给复制零成本的数字化制造出稀缺性的web 3.0代表,已经站上了Gartner炒作周期曲线的期望膨胀期顶峰。站上顶峰之后就会跌落谷底,但没关系,这个发展轨迹跟以往的互联网一样,Packy McCormick建议你保持开放心态,去实验,并且说早期的鸟儿有虫吃。原文发表在其个人博客上,标题是:Nifty Corporates。篇幅关系,我们分五部分刊出,此为第三部分。
According to the editor: a JPEG that can be reproduced randomly can be sold for $70 million, a tweet can be sold for nearly $3 million, and an audio piece can be sold for thousands of dollars... Yes, this is the crazy NFT (unequal proxy), a hard birth that creates a scarce web 3.0 representative, who has already risen to the height of the expected boom in Gartner’s cyclical curve. After the top of the station, but it's okay, as with the previous Internet, Packy McCormick suggests that you keep an open mind, go experiment, and say that early birds have worms. The original text is published in his personal blog under the title Nifty Corporates, which we publish in five parts, and this is part three.
发展去中心化运动的主要方式之一,是通过中心化实体的参与,这一点似乎很奇怪。我在文章中称之为“企业”,但我的意思是任何非加密原生的公司或组织。Not Boring 属于“企业”范畴,可口可乐也是。
One of the main ways to develop decentralisation is through the involvement of centralized entities, which seems strange. I call it “business”, but I mean any non-encrypted company or organization. Not Boring is in the category of “business”, as is Coca-Cola.
早在今年一月份的时候,在《开放元宇宙的价值链》一文中,我写道:
As early as January this year, in the article " The Value Chain of the Open Dollar Universe ", I wrote:
像很多的早期运动一样,描述 Web3 的词汇都是非常理想化的。一切都跟怎么利用技术来建立一个去信任的系统,将权力从公司手里抢过来还给人们有关。我认为正是那些说法导致我没有认真对待,把它当作挑战现状的真正替代品的原因......
Like many early campaigns, the words describing Web3 are ideal. Everything is about how technology can be used to build a system of trust and return power to the people from the company. I think that's why I don't take it seriously as a real substitute for challenging the situation.
奇怪的是,大家几乎对每一家企业参与的例子欢呼雀跃。当MicroStrategy买入比特币,当埃隆·马斯克把比特币添加到特斯拉的资产负债表时,比特币持有者非常高兴。同样地,对于VISA 和百威等公司购买 NFT的行为,web3 社区似乎也是欢迎和庆祝的态度。在《价值链》那篇文章里,我后面还跟着写了一段话:
The strange thing is that you almost cheered at every example of business involvement. When MicroStrategy bought Bitcoin, and when Elon Musk added bitcoin to Tesla’s balance sheet, the Bitcoin holder was very happy. Similarly, the Web3 community seemed to welcome and celebrate the buying of NFTs by companies like VISA and Bawe. In the value chain article, I wrote a quote:
对我来说现在缺少的是一个清晰的用例,比方说 NFT,以及对这诸多概念背后的商业模式和价值链的理解。是的,这里面有理想主义,但也有一种树立新经济的感觉。在这种经济里,价值会回归到创造价值的人。
What is missing for me is a clear example, for example, of NFT, and its understanding of the business models and value chains behind many of these concepts. Yes, there is idealism, but there is also a sense of a new economy in which value returns to those who create it.
这就是 web3 的秘密力量:对激励措施进行调整,让个人从机构和企业的参与中受益。这不是谁不能参与的问题,事实上人人都可以参与。
This is the secret force of the web3: adjustment of incentives to allow individuals to benefit from the participation of institutions and businesses. This is not a question of who cannot participate; indeed, everyone can participate.
比特币持有者为MicroStrategy和特斯拉的参与而欢呼,因为更多需求会让他们的资产更有价值。ETH 和 NFT 持有者向VISA 和百威以及其他购买了 NFT 的公司敞开怀抱,因为这可以提高NFT的知名度和采用率,还可以提高他们资产的价值。当人人都可以成为所有者时,什么对生态体系最有利大家就支持什么。
Bitcoin holders cheered for the participation of MicroStrategy and Tesla, because more demand would make their assets more valuable. The ETH and NFT holders opened their minds to VISA and Budwey, as well as to other companies that purchased NFT, because it would increase the visibility and adoption of NFT, as well as the value of their assets.
这其中还有一个有趣的动态在发挥作用:个人与 web3 初创公司会创新,会制造品味,公司将会跟进,提供资本并吸引主流的眼球。这是双赢。
And one of these interesting developments is working: individuals and web3 start-ups will innovate, make taste, companies will follow, provide capital and attract mainstream eyeballs. This is a win-win.
尽管web3里面以及由web3 创造的大部分价值会由个人、新项目、新公司或 DAO贡献,但企业在 web3 的采用和价值创造中也将发挥重要作用。将互联网商业化的是公司,虽然 web3 更加去中心化,更加的点对点,但公司会再次在主流采用中发挥重要作用。
While much of the value in and created by web3 will be contributed by individuals, new projects, new companies, or DAOs, businesses will also play an important role in the adoption and value creation of web3. It is the companies that commercialize the Internet, although web3 is more centralized and more point-to-point, that companies once again play an important role in mainstream adoption.
一开始的时候,也就是现在,公司主要是利用 web3 来进行营销,最显著的形式是购买和创建 NFT。
At the outset, and now, companies used mainly web3 for marketing, most notably in the form of purchasing and creating NFTs.
慢慢地,随着一开始的营销热潮消退,公司需要利用 web3 和 NFT 的独特功能来建立新的商业模式,并推动可持续的竞争优势。
Slowly, as the initial marketing boom subsides, companies need to use the unique functions of web3 and NFT to create new business models and promote sustainable competitive advantages.
就像早期的企业对互联网的使用以营销为重点,作为尝试新媒体并同时在提高认识的一种手段一样,公司开始公开试验 NFT,其目的主要是为了引起加密社区等的关注。他们的做法主要是这两方面:通过购买 NFT 进行营销,以及通过创建 NFT 进行营销。
Just as the early use of the Internet by businesses focused on marketing as a means of trying new media and raising awareness at the same time, companies began to experiment publicly with NFTs, mainly to draw the attention of encryption communities, etc. They do both: marketing through the purchase of NFTs, and marketing through the creation of NFTs.
通过购买 NFT 进行营销
NFT 最简单、最流行的企业用例是通过购买 NFT 来进行营销。先于其他公司购买 NFT 是接触加密社区的一种免费的手段,后者希望能看到这个领域有吸引更多资金和关注的迹象,并且希望主流媒体也能看到。
NFT’s simplest and most popular example is marketing through the purchase of NFTs.
如果说Web 2.0 的营销是品牌和广告平台合谋从消费者身上榨取价值的话,那Web3的营销就是品牌努力跟消费者一起创造价值。
If Web 2.0 marketing is a conspiracy between brands and advertising platforms to extract value from consumers, then Web3 marketing is a brand effort to create value with consumers.
以前,如果 VISA 或 百威进行了一场成功的广告活动的话,它们的收获是获得了新客户,但分享这场胜利的还会包括Facebook 或 Google 或电视网络,它们会拿到广告收入,但客户就没什么好处了。
Previously, if VISA or Budweiser had done a successful advertising campaign, they would have earned a new client, but they would have shared the victory with Facebook or Google or television networks, and they would have received advertising revenue, but the client would have had little benefit.
但是,有了 NFT之后,情况开始转变,就像我们从 VISA 买下的CryptoPunk 所看到那样:
But with NFT, things started to change, as we saw when we bought CrystalPunk from VISA:
这个生态体系中的每个人都是赢家,而 VISA 本身实际上承担了最大的风险。VISA的购买推高了CryptoPunk上面的作品的知名度和需求,在VISA发布消息后,有价值超过2000万美元的Punk被易手。
Everyone in this ecosystem is the winner, and VISA itself actually takes the greatest risk. VISA purchases boosted the visibility and demand for CryptoPunk, and after VISA released the news, Punk, worth more than $20 million, was cut off.
NFT 藏家gmoney对VISA 购买Punk 的意义做出了很好的说明:
NFT the Tibetan gmoney explains the significance of VISA buying Punk:
*Visa这笔购买不仅宣传了自己而且不到一周内纸面回报就超过了100%
他认为 VISA此举实际上是把历史上的成本中心变成了资产负债表上的资产。如果营销支出变成利润中心的话,可能就会极大增加公司的营销预算,改变他们的支出方式。VISA用 49.5 个以太币买下了CryptoPunk #7610。现在CryptoPunk藏品的最低价格已经涨到了134个以太币,增长了近两倍。VISA 从这笔营销投资拿到的纸面收益已达 27 万美元。
In his view, VISA has actually turned historical cost centres into balance sheet assets. If marketing spending becomes a profit centre, it may significantly increase the company’s marketing budget and change the way it spends. VISA has bought CryptoPunk #7610 in 49.5 taels.
通过这笔购买,VISA:
With this purchase, VISA:
提高了自己在蓬勃发展的加密社区的合法性
It enhances the legitimacy of its flourishing encryption community.
证明了自己对希望参与web3的客户和合作伙伴的真诚,而且当他们真想参与进来的话,更有可能会找VISA
Proves their sincerity towards clients and partners who want to be involved in web3 and, when they really want to be involved, they're more likely to be looking for VISA.
在营销的噪音海洋中脱颖而出,掌控叙事权
It's out of the ocean of marketing noise. It's in control of narratives.
......如果按照当前价格的话VISA是赚 27 万美元,而不是花了 15 万美元。此外,这个故事足够有趣,以至于它从Crypto Twitter转移到主流媒体那里。现在已经有越来越多的公众注意到这个东西。
...If VISA is making $270,000 at current prices, not $150,000. Moreover, the story is interesting enough to move it from Crypto Twitter to the mainstream media. There is now a growing public notice of this.
如果一个人花了 15 万美元或更多只为买一幅jpeg的话,这笔交易似乎贵得离谱。可如果一家公司通过 jpeg 投资 15 万美元用于营销,并获得了一项资产的话,这笔交易又似乎便宜的很。最坏的情况也就是资产最后变成了 0 美元,但这就像任何其他营销活动一样。不过此举可能还会给整个生态体系带来一波企业资金,推高资产价格并令所有的资产所有者受益。有的品牌会买 Punk,但收效可能不会像 VISA 那样大。别的品牌需要多一些创意才能制造出更大的效果。
If a person spends $150,000 or more just to buy a jpeg, the deal seems expensive. If a company invests $150,000 in marketing through a jpeg and acquires an asset, the deal seems cheap. The worst case is that assets end up with zero dollars, just like any other marketing activity. But it may also bring a wave of corporate capital to the entire ecosystem, push asset prices up and benefit all asset owners. Some brands buy Punk, but they may not produce as much as VISA. Other brands need more creativity to produce greater results.
比方说,百威就向一个不那么出名的项目买了Budweiser Rocket。Tom Sachs的Rocket Factory可以让所有者选择在“物质世界”(meatspace)发射其 NFT 火箭的实体版。本周六,他们在纽约州的长岛进行了 首批10 枚火箭的发射。
For example, Bwai bought Budweiser Rocket for a less well-known project. Rocket Factory of Tom Sachs can give owners the option to launch their NFT rockets in the "Meatspace." This Saturday, they launched their first 10 rockets on Long Island, New York State.
*Rocket Factory还真搞火箭发射(只是这玩意儿跟烟火差不多)
Sachs 用包括百威在内的公司品牌设计火箭 NFT,对此百威并不打算起诉,而是决定分享这份乐趣,支持这个项目。
Sachs designed the rocket NFT with a brand name including Bawe, and instead of prosecuting it, Bawe decided to share the fun and support the project.
*资料来源:Tom Sachs的Rocket Factory
这既是百威的胜利也是Rocket Factory的胜利——我所以跟很多其他人一样在讨论这个项目,主要是因为有了百威的参与。
This is both the victory of Bwait and the victory of Rocket Factory — so I am discussing this item, like many others, mainly with the participation of Bwai.
AriZona Iced Tea则是更进一步, “买”了一只Bored Ape,并利用这笔购买跟Bored Ape Comic进行合作。
Arizona Iced Tea went further, “buying” a Bored Ape and using it to work with Bored Ape Comic.
AriZona甚至在一则Twitter 公告中戏称自己将参与第一部Bored Ape Comic漫画的制作,这是由三名Bored Ape Yacht Club的成员发起的一个非官方项目。
Arizona even announced in a Twitter bulletin that she would be involved in the production of the first Bored Ape Comic, an unofficial project initiated by three members of Bored Ape Yacht Club.
*来源:AriZona ,Bored Ape Comic
通过买下一只 Bored Ape,AriZona在发布前后获得了初步的曝光,而且基本上算是买下了第一部 Bored Ape 漫画里面的广告空间。如果这部漫画火了,AriZona就可以继续得到曝光。尽管如此,这笔购买并不是什么问题都没有。The Bored Ape Yacht Club 创始人告诉 Decrypt,AriZona在推文的公告中未经许可就拿Bored Ape 的标志商用。这提醒大家,品牌不能仅仅因为买了一个 NFT就可以用它或者项目的品牌来为所欲为。
By buying the next Bored Ape, AriZona obtained initial exposure before and after publication, and basically bought the advertising space in the first Bored Ape cartoon. If the cartoon were on fire, AriZona could continue to be exposed. Nevertheless, the purchase was not a problem. The founder of the Bored Ape Yacht Club told Decrypt that AriZona took the Bored Ape logo without permission in a tweet. This reminds everyone that brands can't do anything just because they bought an NFT.
当然,更多的品牌会尝试通过购买 NFT 来获得曝光,来表明自己“懂行”。尽管如此,不是每一家公司都可以像 VISA、百威或AriZona那样靠购买 NFT获得那么多的好处。跟加密货币里面的一切一样,早期参与者获得的奖赏是不成比例的。回报会递减——第 100 家购买CryptoPunk或 Bored Ape 的公司得到的媒体覆盖和关注要比第一家少很多。但这属于功能,不是错误。除了有金钱的刺激外,这还鼓励发挥创造力,早点对新项目给予支持,并推动公司本身成为创造者。
Of course, more brands try to be exposed by buying NFTs. Nevertheless, not every company can get so much benefit from buying NFTs like VISA, Baewe, or Arizona. Like everything in encrypted money, early participants get a disproportionate reward. The return will diminish – the 100th company that buys CryptoPunk or Bored Ape receives much less media coverage and attention than the first one.
译者:boxi (原标题:NFT站上炒作巅峰,企业开始入局,Web 3.0要到了吗?)
Translator: boxi.
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