As a stepping stone to the layout of the "metaverse", digital collections have attracted many institutions, and commercial banks are also one of the participants.

On August 11, a reporter from Beijing Business Daily noticed that recently, Bank of Nanjing, China Everbright Bank, Huaxia Bank and other banks have launched digital collections for users.

"Cool sports duck", "small eggplant with big eyes and cute"... Various forms of digital collections have attracted the attention of many users.

However, from the perspective of the nature of digital collections, the digital collections launched by existing banks are mainly based on marketing and publicity, and do not involve secondary transactions. Live Guest Ability.

Multiple Bank Pathfinder Digital Collections

　　The bank’s digital collection team is further expanding. The Beijing Business Daily reporter noticed that recently, Bank of Nanjing, China Everbright Bank, Huaxia Bank and other banks have launched digital collections.

　　On August 10th, Bank of Nanjing released the first set of digital collections. The collection is based on the image of Bank of Nanjing's brand IP "Hello Duck", and consists of "Workplace Refueling Duck", "Cyberpunk Duck", "Cool Sports Duck" and "Famous Paintings". The five series of "Art Duck" and "Nanjing Hello Duck", this series of digital collections is provided by Tencent Zhixin Chain to provide credible proof of rights and interests, and has the characteristics of uniqueness, irreplaceability, and non-tampering.

　　On August 11, a reporter from Beijing Business Daily learned from the customer service staff of Bank of Nanjing that the digital collection activity launched by Bank of Nanjing will be limited to users who hold Bank of Nanjing debit cards and credit cards until August 31. The activity is every Wednesday. At 10:00, the "Nanjing Bank Xinwei Hall" applet officially started. Each user can only receive one digital collection. Users who have received the "Hello Duck" digital collection at the same time will have a corresponding "Nanjing Bank" "Xinwei Hall" after the event ends. e-Mall" full discount coupons will be given away.

　　On the same day that the Bank of Nanjing launched the digital collection, China Everbright Bank and Xinhuanet jointly launched the Little Eggplant Digital Collection with the theme of “green and low-carbon”. Collection, as well as 4 birthday egg digital collections as rare items.

A reporter from Beijing Business Daily found that the digital collection of small eggplants can be collected for free. The collection appears in the form of a blind box. Click "grab now" to extract the avatars of the digital collection of related topics. Currently the page shows sold out.

　　Not long ago, Hua Xia Bank Zhengzhou Branch also released the digital collection "Zheng Xiaoxia" for the tenth anniversary of its establishment. In addition, Central Plains Bank, Bank of Xi'an, Bank of Beijing, etc. also launched digital collections.

　　Talking about the reasons for the layout of digital collections by many banks, Wang Pengbo, a senior analyst in the financial industry analyzed by Broadcom, believes that the motivation for banks to deploy digital collections is that digital collections have been discussed a lot, are novel and popular, have their own gift attributes and are very low cost. It also belongs to the category of digital technology. Banks will consider deploying similar products from the perspective of attracting users and traffic, or from the perspective of their own digital transformation.

Mainly used for marketing promotion

　　In fact, since 2022, the concept of digital collections has become popular, and all walks of life are trying to get a piece of the pie. Judging from the digital collections currently sold by banks, the current digital collections launched by banks are mainly marketing and publicity. Draining and acquiring customers for banks.

　　Everbright Bank mentioned in the instructions for receiving digital collections that the digital collections released this time are limited and free, and users are not allowed to use the digital collections for any commercial purpose, and resist any form of price speculation, over-the-counter transactions, Fraud, or use in any unlawful manner.

　　Hua Xia Bank Zhengzhou Branch also mentioned in the announcement of "Zheng Xiaoxia" digital collections that the digital collections issued are only for collection, and any form of price speculation, paid resale and other violations are not allowed.

　　In the opinion of Yu Baicheng, Dean of Zero One Research Institute, for financial institutions serving the public, issuing digital collections for free appointments or gifts as user rights can enhance the activity and recognition of users, especially young users. One of the better ways to promote life and promote the brand.

Not only financial institutions, but also many electronic product manufacturers, clothing brands, makeup brands, etc. are releasing digital collections, hoping to take the initiative in the early stage of Metaverse development.

The launch of digital collections is an important digital exploration for brand agencies and a new opportunity to establish in-depth connections with young users.

　　However, it is worth noting that under the background of the popularity of digital collections, many unofficial trading platforms also took the opportunity to enter the game, allowing users to independently price and resell the purchased digital collections, which also buried hidden dangers for the hype of digital collections.

A previous investigation by a reporter from Beijing Business Daily found that on many social platforms, some “scalpers” used the acquisition of bank digital collections as a “gimmick” to induce users to participate in transactions on other digital collection trading platforms.

In order to prevent the risk of financialization of digital collections from spreading, WeChat, Alipay and other channels have also strengthened the qualification review and control of merchants related to digital collections. Under strict control, digital collections have also experienced a period of low ebb.

　　Su Xiaorui, a senior analyst in the financial industry of Analysys, said that such "scalper" transactions ultimately point to suspected illegal platforms, which are not listed in the formal application market and lack important information related to the operating entities. , is likely to be the "vest" of the fraudulent platform. Users need to be vigilant about this, and do not easily enter their bank card number and ID card information, so as to avoid the risk of subsequent information leakage and even capital loss.

Relevant transfer channels should be restricted

　　When it comes to digital collections, the most unavoidable thing is the original form of NFT (Non Fungible Token, non-fungible token). Since its birth, speculation and speculation about NFTs have been common, which also makes the market "go away" for digital collections. Financialization” is getting louder and louder.

　　For banks, in the context of "de-financialization", it is also crucial for banks to regulate and manage digital collection-related businesses.

Wang Pengbo believes that two points should be made clear. First, digital collections should not have financial attributes, and a secondary market should not be established for secondary transactions, so as to preserve their collection value to the greatest extent and not become a tool for speculation; second, Digital collections are not technically difficult or expensive to implement, nor should they be considered a sign of digital transformation in banks.

　　"Currently, banks' efforts to develop digital collections are still in the preliminary stage." Su Xiaorui said that the main purpose is to launch some simple collections as an action to test the waters in the market, but the actions of different banks are slightly different, and some of them focus on self-operated business. Issued, and some chose cross-border cooperation.

To regulate the digital collection business, banks must first pay attention to the wording in marketing and publicity, emphasizing the commemorative significance of the collection rather than the appreciation space, and secondly, the relevant transfer channels and transfer methods should be restricted accordingly.

　　However, it should be noted that although the current chaos of speculation and speculation in the field of digital collections at home and abroad still exists, attention should still be paid to the significance of its existence and development.

In Baicheng's view, the development path of digital collections in China is different from that in foreign countries. "De-financialization" and avoiding hype are the characteristics of domestic digital collections.

As financial institutions, banks will pay more attention to compliance in the exploration of digital collections.

Therefore, the bank's digital collection adopts the mainstream technology platform, which only has the function of collection and does not have the property of transaction and resale. In addition, the bank's digital collection combines its own brand image label and special business, and promotes its own brand characteristics while activating customers.

　　Beijing Business Daily reporter Song Yitong Li Haiyan