Why should NFT be combined with physical goods?
When NFTs form a craze, we can’t help but wonder, is the future world a fully digital world? This conjecture appeared to be a reality in the early days.
People are keen to buy virtual assets in the virtual world, including virtual land, virtual clothing, etc., and with the rise of the metaverse and Web3 fields, it is imperative to explore the virtual digital world.
However, with the continuous development and wide application of blockchain technology, in addition to building the ecological environment of the virtual world, how to combine the virtual world with the real world to better facilitate social and economic development has gradually become the focus.
NFT represents the gateway to the Web3 world and has a very important status and role, but the development of anything needs to conform to social laws and norms, and most people do not have a specific understanding of it, so it needs to be established with physical objects. Contact reflects value. Many companies are aware of this problem and are constantly trying to solve it. The new consumption model of “physical goods + digital collections/NFT” is very likely to be a major commodity marketing trend for these physical enterprises in the future.
NFT + physical goods have become a new tool for brand marketing
1. NFT + drinks
At the end of February this year, Jiang Xiaobai’s digital collections “Lan Biaobiao” and “Red Bounce” were all sold out in just three minutes after going online in the “Unlocking the Metaverse” event held by Tmall, and the number of store visits also hit a new high. The amount was more than a dozen times the usual amount, and it became the fourth place in the alcohol sales ranking of the day.
Jiang Xiaobai Digital Collection
This event not only allowed Jiang Xiaobai to stand out from the crowd of alcoholic products, but also the brand image and value concept of “creating and enjoying pleasure” presented by the digital collections were more deeply rooted in the hearts of the people.
In March, Yanghe Co., Ltd. launched the first digital collection “Dream Blue Handmade Class”. Users who hold digital collections can enjoy the membership benefits of Dream Blue, such as large discount coupons for designated shopping malls, free birthday wine, foreign River base tour and other benefits.
As a sponsor of the Winter Olympics, Yili and Tencent Magic Core released the “Champion Shine 2022” digital collection in January. There are 7 special models and 1 hidden model. There are 2,022 special models in total, and only 17 hidden models. Personally customizable digital collections.
With the Olympic style, Yili digital collection records the wonderful moments and historical moments of the Chinese national team in the game, like digital milk that never expires, and the Olympic spirit never fades at any time.
Mengniu, Yili’s old rival, is not to be outdone. In April, Mengniu Modern Dairy’s sleep aid milk “Three Little Niu” released its first digital collection on ODin Metaverse, under the slogan of “freedom of sleep”, to attract people who bought the collection. Not only can you get physical milk and membership rights, but you can also have more metaverse empowerment.
“Three Calfs · Sleep Freedom BOX” digital collection
This wave of marketing methods combined with reality and reality has allowed Mengniu to be seen by more consumers who are at the forefront of consumption under the competition of various dairy brands, proving that it has always kept up with the trend and moved forward.
2. NFT + e-commerce
In the past 618 years of promotion, the two major e-commerce platforms, Tmall and JD.com, have invariably launched the name of digital collections in this sales battle to attract users.
Tmall’s digital collections are mainly associated with brands, combining physical products with digital collections, and purchasing physical products can get digital collections. Chow Tai Fook, Jiang Xiaobai, Adidas and other brands are all involved, while JD.com uses digital collections that can be directly purchased or There are two forms of physical goods + digital collections, but most of them are sold in combination.
These two e-commerce platforms have selected digital collections without the live broadcast of the head anchors, which has added a fire to brand marketing. With the help of the traffic of digital collections, the sales volume of goods will be increased, the customer base will be expanded, and the public consumption level will be driven.
3. NFT + food
In addition to the launch of digital collections on the shopping platform to attract more people to buy goods, the Ele.me platform has built a delicious collection hall for users to collect digital collections for themselves in the form of takeaways. From Hangbang Cuisine to Anhui Cuisine Restaurant, each issue focuses on one dish, and you can get the corresponding digital collection through four methods: photo punching, order unlocking, photo recognition, and friend assistance.
This marketing method not only attracts users from other platforms, but also allows people to choose Ele.me in the takeaway platform, which can increase the number of takeaway orders, and also allows people to understand the history, culture and other food stories behind the digital food collection.
4. NFT + fashion
In September last year, Li Ning launched its first digital collection, and will almost always include digital collections in subsequent new product releases, such as adding digital collections to the sale of shoes customized for CBA Guangdong Hongyuan Club, for NBA star CJ McColler. Mu’s custom CJ1 basketball shoes are also presented with digital collections when they are released.
After purchasing Boring Ape this year, he made various peripheral products around this IP for sale. With the popularity of Boring Ape, the head NFT, he made his brand more international and younger, and became a major part of Metaverse marketing. Aspect.
On February 1, 2022, Gucci cooperated with the digital character brand Superplastic to launch an NFT series of digital collections called SuperGucci. Each user who holds a digital collection can get a physical figure.
Prada has also experimented in the NFT field, planning to release the Timecapsule NFT series, launching gender-neutral physical goods and accompanying NFTs.
5. NFT + Cultural Tourism
Under the background of the normalization of epidemic prevention and control, tourism is no longer a random thing, and major scenic spots are also suffering from the problem of reduced passenger flow and reduced revenue, and the emergence of digital collections allows people to enjoy it without going out. The beauty of each scenic spot, the purchase of cultural and creative products in the scenic spot, and the enjoyment of more rights and interests.
The digital ticket “Heroic Order” issued by Confucius Cultural Tourism Group’s Shuibo Liangshan Scenic Spot not only has collection value, but the holder also enjoys the right to visit the scenic spot for free for life; “Look at Beijing” digital collection, after purchasing this digital collection, you can get a beautiful Beijing travel book and ticket rights to 48 Beijing scenic spots; Daming Palace National Heritage Park also launched an activity to collect all digital collections to exchange for free scenic spots for life.
“The Good Man”
Combining digital collections with the value behind ticket rights and free travel is believed to be a new marketing method for scenic spots in the future.
write at the end
NFTs, which are only digital assets, need to be integrated into more application scenarios, and both online and offline will work together to closely connect users with brands.
NFT (Virtual Items) is not intended to replace entities, but as an innovative technology to cooperate with traditional industries, inject new vitality into it, bring new audiences, and also provide support for enterprises to enter Web3.
As more physical industries issue NFTs, there will be more linkages between physical commodities and NFTs, and NFTs will eventually occupy a place in the physical industries.