"Selling moon cakes in the Metaverse" is a hype or an internal roll?
Some "moon cake" market prices exceed 10,000 yuan. Experts remind us to be vigilant. Digital assets often fluctuate greatly in price.
The Mid-Autumn Festival is approaching, the competition in the moon cake market is more intense, and the battlefield has spread to the "metaverse".
Listed companies, moon cake production bases, and time-honored hotels have all taken a ride on "Metaverse" to sell moon cakes.
Some "digital mooncakes" under the banner of "zero sugar, zero calories and zero fat" have attracted a group of digital trend players.
A reporter from Beijing Youth Daily noticed that the sky-high moon cakes in the real world have almost disappeared due to stricter supervision in recent years, but there are still many sky-high moon cakes in the "Metaverse", which are sold on many "Metaverse" commodity exchange platforms and over-the-counter trading groups. In China, a digital mooncake is priced as high as 10,000 yuan or even tens of thousands of yuan.
Experts said that it is necessary to remain vigilant about the hype of "high-priced mooncakes" in the Metaverse. Such digital assets often have huge price fluctuations, and there are many routines, and investors can easily lose their money.
"Blockchain Air Mooncake" gift box attracts attention
Recently, a picture of the "Blockchain Air Mooncake" gift box has been widely circulated in social circles.
A reporter from Beiqing Daily noticed that in addition to the name "Blockchain Air Mooncake", the red mooncake gift box was also marked with the product features of "zero sugar, zero calories and zero fat" + "no satiety".
In the center of the gift box, there is a phrase "I may have been cut?" The slogan on the poster is "It looks very expensive, but I actually buy air" "It's so good, I love being a leek".
The picture of the gift box shows that there are 4 moon cake boxes in the box. One of the boxes is open, and there is no moon cake inside.
A reporter from Beiqing Daily learned that this widely circulated picture did not come from the "Metaverse". The gift box was originally posted on Weibo by Weibo blogger "Human Care Project", who stated on Weibo that the mooncake gift box was created by him. It was made by the studio where I was working. I didn’t expect that the sample pictures were being circulated in various groups. It was very popular. Now the first batch of goods has been reserved by lottery.
A reporter from Beiqing Daily tried to contact the blogger for an interview, but as of press time, he had not received a response and could not understand the real sales of the gift box.
A number of time-honored companies test the waters of digital mooncakes
What happens when traditional mooncakes meet "metaverse" and NFTs?
A silk company with a history of nearly half a century has actually sold 10 million mooncakes in 5 years, and has become a professional player in the mooncake industry by "displaced out of the circle".
This year, the company came up with the idea of "Metaverse Mooncakes". Masters, a listed company on the Growth Enterprise Market, innovated and combined limited digital collections in this year's Mid-Autumn Festival gift box. Scan the code on your mobile phone to get a block chain code. Digital Collection.
This year, Guangzhou Restaurant, a time-honored listed company, also played with digital mooncakes.
From September 1st to September 10th, Guangzhou Restaurant Group × @Ele.me Retail jointly issued 10,000 copies of "China's first Cantonese-style digital mooncake".
A month ago, Hepu Mooncake Town, a well-known mooncake production base in the country, and the Nanguo Morning Post announced that they would jointly create the country's first "digital collection" with the theme of Hepu Big Mooncakes and sell them nationwide.
On July 23, China Post Wenchuang and Häagen-Dazs launched a joint mooncake ice cream gift box, and the public can shoot the joint mooncake online to obtain a digital collection.
A reporter from Beiqing Daily noticed that moon cake companies have launched a new marketing method of "purchasing physical products + gifting digital moon cakes", which has become a cross-border innovation for enterprises to open up the metaverse, which can attract young consumer groups to pay attention to traditional culture, and also provide rich and diverse products. consumption choices.
A Metaverse player told the Beiqing Daily reporter that many mooncake companies have launched Metaverse digital mooncakes, which actually reflects the involution of the industry.
The mooncake market is now fiercely competitive. At the beginning, the taste, then the design, the packaging, and the creativity.
In the past two years, the "metaverse" has become popular, and everyone has wondered how to give mooncakes the concept of "metaverse", or whether they can simply sell mooncakes in the "metaverse".
In addition, the moon cake itself has a social function, and a core attribute of the "metaverse" is the social attribute.
The second-hand platform has the highest asking price of 50,000 yuan a piece
A reporter from Beiqing Daily learned that a number of “Metaverse” digital collection platforms in China have issued “moon cakes”, including Ali’s Whale Tan, Datang Shuyi, Yuanhe Technology, IOART Digital Community, Zhiyin Shuzang, Lianyuan Digital Art On other platforms, the issue price ranges from a few yuan to several hundred yuan.
Many players snapped up mooncakes on the platform and then resold them on second-hand platforms.
The Beiqing Daily reporter noticed that in the real world, due to stricter supervision, the once sky-high moon cakes have gradually faded out of the market, but in the "metaverse" world that has emerged in the past two years, sky-high "moon cakes" still exist, and even with high prices Also hard to get.
Before and after the Mid-Autumn Festival last year, Taobao launched a customized NFT digital mooncake campaign, limited to 50 pieces.
Due to the scarcity of circulation and the blessing of Alibaba's large platform, this digital mooncake has been fired to a sky-high price on second-hand trading platforms.
A reporter from Beiqing Daily saw on the "X Mate" Yuan Universe collectibles trading platform that one of the digital collections was listed for 50,000 yuan, and another digital mooncake numbered 9 was sold for 38,888 yuan.
However, the platform has no transaction records for this digital mooncake.
A "Broker" of the "Metaverse" digital collection over-the-counter trading group told the Beiqing Daily reporter that the current market price of this digital mooncake is more than 10,000 yuan, and a case was just sold a few days ago.
"Because the circulation is very small and there are few people who sell it, even if you are willing to spend 10,000 yuan, it is difficult to buy it now." However, some players said that this digital mooncake has been sold because of the small circulation and concentrated in the hands of a few people. in a state of height control.
A reporter from Beiqing Daily learned that at present, Ali-based digital collections are displayed in the whale finder app, but the platform does not currently support secondary transactions.
However, the platform stipulates that after users have real-name authentication and hold the collection for 180 days, they can transfer gifts to users who are residents of mainland China and who have reached the age of 14. If the recipient wants to transfer the collection again, he needs to hold the collection for two years. .
At present, the transactions of domestic digital collections are mostly done through over-the-counter transactions, first through QQ and WeChat groups, and finally through "transfer".
Beware of "Metaverse" sky-high mooncake hype
Regarding the popular "blockchain mooncake", a blockchain "metaverse" expert told the Beijing Youth Daily reporter that the "metaverse" itself is all-encompassing.
Traditional mooncake companies issue "digital mooncakes", which may be a means of promotion or a "metaverse" track for companies to deploy.
Companies should be encouraged to embrace new things as long as they don't violate the law.
You should be vigilant about hyping the sky-high price of "metaverse" mooncakes. Such digital assets often have huge price fluctuations and there are many routines. Investors can easily lose everything.
According to experts, on April 26 this year, the China Internet Finance Association and other three departments jointly issued the "Initiative on Preventing Financial Risks Related to NFTs", which clearly proposed to eliminate the financial risks of NFTs.
It is a good idea to implant some symbols of traditional culture into the metaverse, which belongs to the category of new consumption, but it is necessary to resist disorderly speculation and guide reasonable expectations.
Text / reporter Zhu Kaiyun
Coordinator/Chi Haibo