NFT品牌营销指南，四大作用+八种玩法

原标题：NFT品牌营销指南

NFT是非同质化代币，具有不可分割、不可替代、独一无二等特点。伴随着元宇宙概念的火热，拥有元宇宙基因的NFT同样在海外走红，国际品牌纷纷入局NFT营销。

NFT is a non-homogeneous, irreplaceable, unique currency. Along with the hotness of the meta-cosmos concept, NFTs with meta-cosm genes also travel overseas, and international brands enter into the marketing of NFTs.

但中国NFT市场仍处于起步摸索阶段，不少国内品牌仍在观望——NFT将为品牌带来哪些积极影响？NFT营销怎么玩？要考虑哪些潜在风险？

But China's NFT market is still in the making, and many domestic brands are still watching. What positive effects would NFT have on brands? How would NFT marketing play? What are the potential risks to consider?

目录：

Contents

• NFT营销价值：四大作用+八种玩法

  NFT marketing value: four main roles + eight games

• NFT前沿形态：NFT营销可探索方向

  NFT frontier shape: NFT marketing can explore directions

• NFT营销须知：国内市场环境与趋势

  NFT marketing information: domestic market environment and trends

• NFT基础知识：NFT含义和主要功能

  NFT Basic Knowledge: The meaning and main function of NFT

1、释放消费者参与热情

NFTs就像盲盒，兼具收藏性与稀缺性的特点，当品牌将商品与NFTs绑定，消费者的参与热情将被尽情释放。根据美国知名广告杂志《广告时代》的调研，30%的消费者明确表示“希望在购买商品时收到NFT作为礼物”。

NFTs are like a blind box with collection and scarcity features, and when brands bind goods to NFTs, consumer enthusiasm is unleashed. According to a study by the famous American advertising magazine, The Age of Advertising, 30% of the consumers of have made it clear that they “want to receive NFT as a gift when buying goods”.

（1）奖励购买最早者

(1) incentives for the earliest purchasers

海外案例：美国AMC电影院首推买电影票奖励NFTs营销活动：购买且到场观看新电影《蜘蛛侠：无路可走》的前86000名高级会员，将收到AMC与索尼影视娱乐合作设计的蜘蛛侠主题系列NFT奖励。发售当晚，AMC在线售票量猛增，流量达历史最高值。

Overseas Cases: The United States AMC Film Theatre first introduced film tickets to NFTs marketing: 86,000 top-level members buying and attending the new film Spider-Man: No Way to Go will receive the Spider-Man theme series NFT awards designed by AMC in partnership with Sony Film and Recreation.

国内案例：奥迪与知名艺术家程然以新奥迪A8L 60 TFSIe为灵感，创作系列NFT作品“幻想高速”描绘先锋未来场景。前100位车主可随机抽取“幻想高速”系列NFT。奥迪粉丝纷纷留言“这个NFT作品真不错，想要这款”、“简直是梦幻联动，这个币要飞起来”、独一无二的艺术专属”、“这次给车主的礼物尊贵感拉满”，更有网友求转让NFT。

Domestic case: Audi, inspired by New Audi A8L 60 TFSIe, has created a series of NFTs, the "Imagination High Speed", which depicts the future of the vanguard. The top 100 drivers can randomly draw from the "Imagination Highway" series of NFTs.

（2）奖励购买最多者

(2) Incentive for the largest purchaser

海外案例：荣登5次《纽约时报》畅销书榜作家和科技投资家加里·维纳查克如何在24小时内卖出100万本新书？任何买家只要在24小时内购满12本书即可得到1枚来自他首推的NFT系列VeeFriends。《华尔街日报》指出该系列价值已超5亿美元，受巨大前景诱惑，此次人均购买数36本，购买最多者达1008本。

Overseas case: How did Gary Winachack, a top-selling writer and technology investor in the New York Times five times, sell 1 million new books within 24 hours? Any buyer can get one of his initial NFT series VeeFriends within only 12 hours. The Wall Street Journal points out that the value of the series is over $500 million and is tempted by great prospects, with 36 purchases per capita and up to 1008 purchases.

国内案例：奥利奥推出全球首款白色奥利奥，与经典的黑色款组合成“水墨国风”。“最会玩的小饼干”开创性运用区块链技术，基于线下水墨艺术展同步发行链上数字水墨长卷，并将数字水墨长卷解构成5000块NFO（即Non-fungible OREO），消费者可通过多次购买或分享多位好友获得更多抽奖机会，赢取"永不过期的奥利奥饼干” 。把“砍刀刀”社交裂变与NFT先锋热点巧妙结合，奥利奥将消费者的活动参与热情推向高潮。

Domestic case: Oulio, the world's premier white Orio, was launched in combination with classic black paragraphs of the Ink Wind. The “best-playing biscuits” pioneered the use of block-chain technology, the simultaneous distribution of digital ink lengths on the chain based on the art exhibition of the underline ink, and made the digital ink long-rolling into 5,000 NFOs (i.e., Non-fungible OREO), where consumers could win & quot through multiple purchases or sharing of prizes from multiple friends; the never-expired Alio biscuits & nbsp; and Alio entangled the social fission with the NFT pioneers, and actively involved consumers into the climax.

用NFT激起参与热情的玩法还有很多，除了“奖励购买最早或最多的消费者”这两种最常见的玩法外，品牌还能通过NFT营销引导用户分享朋友圈、主动下载app、延长粉丝在抖音直播间的停留时间等等，欢迎在留言区和大家分享你的创意。

In addition to the two most common kinds of games, which are “rewarding the purchase of the first or the largest number of consumers”, brands can direct users to share their circle of friends through NFT marketing, actively download applications, extend the stay of fans in a tremor, etc., and welcome to share your ideas in the message area.

2、增强消费者情感沟通

NFTs还像徽章纪念品，为参与品牌活动的消费者创造情感体验与独家记忆。《广告时代》调研显示，38%了解NFTs的消费者表示，与实物纪念品相比，他们更喜欢用NFT纪念他们从活动中获得的欢乐时光。消费者希望借助某些方式纪念重要节日或是重大事件中的高光时刻，当NFT捕捉、分享和无限制触碰这些时光，品牌能加强与消费者的情感链接。

NFTs also create emotional experiences and unique memories for consumers involved in branding activities, like logo souvenirs. Advertisement Times studies show that 38% of consumers who know NFTs indicate that they prefer to use NFTs to celebrate the joys they get from their activities than physical souvenirs.
Consumers want to use some way to commemorate important festivals or high-light moments of major events, and when NFT captures, shares and unrestricted contact with these times, brands strengthen their emotional links with consumers.

（1）NFT节日营销纪念

(1) NFT festival marketing commemorative

海外案例：为纪念品牌创始人路易·威登诞辰200周年，LV推出主题纪念游戏《Louis: The Game》。游戏以前往世界各地收集200支生日蜡烛的冒险题材让玩家了解品牌成长历史故事。玩家在游戏中可收集30个NFT奖励，其中10个出自著名数字艺术家Beeple。游戏的精美画质、梦幻场景、唯美bgm使玩家沉浸体验，NFT将玩家这场“治愈心灵的旅行” 刻印成独家记忆，无形中加强了玩家对奢侈品牌LV的无限向往。

Overseas case: , in commemoration of the 200th anniversary of the birth of the founder of the brand, Louis Widden, LV launched the theme-received game Louis: The Game. The game is an adventure to gather 200 birthday candles around the world to inform players about the history of brand growth. Players can collect 30 NFT awards in the game, 10 of which are from famous digital artists Beple. The beauty of the game, dream scenes, beauty-only bgm soaks players in the game, and NFT will play the game & nbsp; it is a unique memory that enhances the immeasurable aspirations of players to luxury brands LV >.

国内案例：今年的支付宝集五福活动便以数字藏品这一载体，将“虎”的传统符号用于新春创意营销。支付宝与全国21家博物馆合作，用户可在福气商店用多余福卡兑换“虎文物” 数字藏品，以独特方式纪念虎年春节。通过五千年传统的艺术菁华与面向未来的区块链技术的融合创新，支付宝集五福活动再次打动用户，向成为“当代春节传统习俗”又迈进一步。

Domestic case: This year’s five-future collection of payment treasures was used as a vehicle for digital collections, using the traditional symbols of the Tigers for creative marketing in the new spring. The payment treasures were used in collaboration with 21 museums across the country, and users were able to exchange excess Fucas for the Tiger Monument digital collection in a unique way to commemorate the Year of Tiger Springs.

（2）NFT事件营销纪念

(2) NFT event marketing commemoration

海外案例：美国橄榄球联盟NFL将在今年的超级碗比赛中为观众提供免费NFT，该NFT像一张独一无二的电子球票，对应每位观众所在区域、排位和座位。正如NFL副总裁Bobby Gallo所说“收集门票一直是球迷喜欢做的事，提供定制的超级碗NFT能增强球迷体验”，NFT门票兼具传统门票功能与艺术收藏和纪念价值。未来品牌可为艺术展、服装秀、快闪店、体育赛事等制作含有活动时间地点主题明星艺术家等关键信息的NFT,以更具收藏价值的形式帮助参与者纪念有意义事件。

Overseas Case: The NFL of the American Football League will provide a free NFT for viewers at this year's Super Bowl, which is a unique electronic ticket that corresponds to each audience's area, rankings, and seats. As the NFL Vice-President, Bobby Gallo, says, “collecting tickets has always been the favorite thing for fans, providing customized super bowls of NFT enhances fans’ experiences”, NFT tickets and traditional ticketing functions and art collections and memorial values. Future brands can help participants remember meaningful events by producing key information, such as art shows, costume shows, flash shops, sports events, etc.

国内案例：伊利在北京冬奥会期间首次推出“冠军闪耀2022”数字藏品，包含7款特别款和1款隐藏款。特别款全球限量发行2022份，隐藏款是世界首款开放个人定制NFT，全球限量17份，属极度稀缺藏品。数字藏品不仅将伊利的奥运品质与创新精神触达更多年轻消费者，还帮助品牌与消费者建立更长久和紧密的情感连接。赞助品牌可以用NFT记录赛场历史性重要时刻，如中国女足惊天逆转进球、谷爱凌突破个人极限夺冠等，因为长期持有的数字藏品永存数字世界，不会随比赛的落幕或广告投放的减少而消失。

Domestic case: Eli launched for the first time, during the Beijing Winter Olympics, a “winner #2022” digital collection, containing seven specials and one hidden item. Specially issued 2022 copies of the global limit, which is the world's first open individual custom NFT, and 17 of the global limit, which is extremely scarce. The digital collection not only reaches more young consumers with the quality of the Ily Olympics and the spirit of innovation, but also helps brands to build longer-term and closer emotional connections with consumers.

3、打造品牌理想形象

NFTs也为企业在年轻消费者心中塑造理想的品牌形象提供新的营销工具。

NFTs also provide new marketing tools for business to shape the desired brand image in young consumers.

（1）助力品牌年轻化

(1) Rejuvenation of assistive brands

据美国权威数据平台Statista研究，美国NFT投资用户以千禧一代和Z世代为主。国内NFT市场虽与海外市场模式不同，但市场玩家也以年轻群体为主。据澎拜新闻报道，ODin NFT平台创始人潘波曾对外介绍“ 国内参与NFT交易的95后最多，其次是90-95年，接下来是80后，70后、00后极少。”品牌借助NFT营销，不仅吸引全新一代受众，还助力打造年轻的品牌形象，因为这表明品牌已站在潮流前沿，与Z世代和年轻的千禧一代拥有共同语言。

According to the United States authoritative data platform Statista, NFT investment users in the United States are predominantly of the Millennium and Z generation. The domestic NFT market in , although different from the overseas market model, is dominated by young people. , according to admiral news reports, the founder of the Odin NFT platform, Pampo, introduced “the highest number of NFT transactions in the country after 95, followed by 90-95, followed by 80 after 70 and very few after 00.” Branding, through NFT marketing, not only attracts a new generation of audiences, but also helps to build a young brand image, as it shows that brands are at the forefront of the tide, sharing language with the Z generation and the young millennium generation.

国内案例：年轻消费者成为国内家装市场中坚力量，国民老品牌红星美凯龙面临从60后到90后的品牌跨越式挑战。而要与年轻消费者做多维沟通，NFT是最佳载体之一。品牌于去年底发行国内家居行业第一款NFT数字藏品“爱家摩天轮”，消费者点击公众号文章即可免费领取，999份限量藏品在发行不到2小时内就被领完。此次NFT发行无疑增强了品牌年轻潮流形象，让更多年轻人关注和支持红星美凯龙。当LV和耐克等国际名牌借NFT拉近与年轻人距离，国内品牌也可参考以多元化方式提前布局年轻化策略，实现品牌年轻化目标。

Domestic case: Young consumers become a strong force in the domestic dress market, with the old national brand, Red Star Karen, facing a brand crossing challenge from 60 to 90 years later. The NFT is one of the best vehicles for multidimensional communication with young consumers. When brands issue the first NFT digital collection in the domestic home industry at the end of last year, it can be obtained free of charge by clicking on a public article, and 999 restricted collections will be taken within less than two hours of circulation. This NFT release undoubtedly enhances the image of young brands, bringing more young people to the forefront and supporting them.

（2）增强品牌公益性

(2) Enhancement of branding public goods

年轻消费者尤其重视品牌是否能就自己关注的问题发表意见，对主动承担社会责任的品牌更有好感。通过举办NFT慈善拍卖、赞助艺术家等形式，品牌不仅焕新企业做慈善方式，还使品牌的善意借助NFT的科技链条更透明、安全、高效地嵌入社会公益浪潮之中。

Young consumers attach particular importance to whether brands are able to express themselves on their own concerns, and are more comfortable with brands that are willing to take on social responsibility. By organizing NFT charity auctions, sponsoring artists, brands not only rekindle new corporate philanthropy, but also make their goodwill more transparent, safe, and efficient embedded in the social public goods wave through the NFT's technological chain.

海外案例：百威啤酒投放随机生成“百威皇家”NFT系列支持新兴音乐家。该系列有11,000个基于22位艺术家的NFT，每个代币将在购买时随机生成。抽到超稀有NFT的用户可与艺术家视频连线，并在Discord上共赏音乐会。

Overseas case: Budweiser beer drops randomly generate the "Royal Budweiser" NFT series to support emerging musicians. There are 11,000 NFTs based on 22 artists, each of which will be generated randomly at the time of purchase. Users with a super-reduced NFT can connect to the artist's video and share the concert on Discord.

国内案例：腾讯联合敦煌研究院发布文博领域首个公益NFT，用户在「云游敦煌」小程序参与敦煌文化问答互动，即有机会获得敦煌“数字供养人”典藏版NFT：带有莫高窟第156窟的全景数字卡片，每答对一题，腾讯公益将随机进行配捐以支持敦煌莫高窟数字化保护。

4、探索品牌多元化收益

虽然目前大多数国际品牌选择将NFT售卖所得捐赠慈善机构，但该行为可解读为品牌正在试水NFT产业化，包括品牌将在未来直接售卖虚拟主营产品、利用品牌独特资产或优势创造NFT等可能性。

Although most international brands currently choose to sell NFT to donor charities, the behaviour can be interpreted as the brand is experimenting with NFT, includes the possibility that brands will sell virtual master products directly in the future and create NFTs using brand unique assets or advantages.

（1）将主营业务NFT化

(1) Main battalion NFT

海外案例：特立独行的法国奢侈品牌巴黎世家通过深入挖掘巴黎世家经典作品，不仅为粉丝最喜欢的四个《堡垒之夜》（Fortnite）游戏角色打造了四套NFT时装，准确呈现了巴黎世家标志性面料的外观和质感，还将时装功能化，如Speed 3.0运动鞋在游戏中能变成锄头道具，Hourglass 包可变成滑翔机道具。

Overseas Cases: By digging deep into the classic works of the Parisian family, the French luxury brand Parisian built four sets of NFT fashions for fans' favorite four Fortnet roles, accurately presenting the appearance and quality of the Parisian iconic face, and also made fashion functional, such as Speed 3.0 sports shoes that can be turned into pickle props in the game, and Hurglass packs that can be transformed into gliders.

巴黎世家通过推出NFT时装并在游戏中开设零售店增加了新品牌收益来源，同时，品牌也在现实世界中与《堡垒之夜》合作推出了限量版实体服装系列，将联名效应从虚拟世界导流回现实世界，形成消费闭环。

The Parisian family has added a new source of branding revenue through the introduction of NFT fashion and the opening of retail stores in the game, while brands have launched a limited number of physical clothing series in the real world, in partnership with Fortress Night, to bring the combined effects back from the virtual world to the real world, creating a closed consumption circle.

国内案例：国内NFT市场尚未看到品牌将主营业务NFT化的行动，但基于元宇宙世界的本土数字潮流品牌已孕育而生。Meta Street Market是世悦星承旗下全新的虚拟数字时尚品牌，填补了中国虚拟数字原创力品牌的市场空缺，其在海外平台发售的NFT虚拟数字球鞋的单品交易价格已突破3万元，成年轻圈层追捧对象。

Domestic case: The NFT market in China has yet to see branding of the main business NFT, but home-grown digital tide brands based on the meta-cosmos world have been conceived. Meta Street Market is a brand-new virtual digital fashion brand under the flag of Happhire, filling the market gap for China’s virtual digital original brand, and its single-sale price for NFT virtual digital sneakers sold on overseas platforms has passed 30,000 yuan and has become a target for young circles.

（2）将品牌资产NFT化

(2) to convert brand assets

海外案例：《时代》其标志性的红框封面目击了人类历史的每个重要时刻，已是《时代》杂志最重要的品牌资产。去年4月《TIME》杂志在NFT平台SuperRare上拍卖三张不同时期的纯文字经典杂志封面，主题分别是“上帝已死？”、“真相已死？”以及“法币（Fiat）已死？”，引领人们思考数字货币对法币的冲击。三枚NFT最终以44.3 万美元拍卖价格成交。虽然消费者面对的是新颖的区块链技术所支持的数字藏品，但《时代》杂志品牌本身过硬的品牌公信力与知名度能让消费者放心接受并愿意支付高价。

Overseas Cases: The landmark red frame cover of the era has witnessed every important moment in human history and has become the most important branding asset of the Times magazine. Last April, TIME auctioned on the NFT platform SuperRare the cover of three different periods of purely written classic magazines on the theme “God is dead?”, “The truth is dead?” and “Fiat?”, leading people to think about the impact of digital currency on the French currency.

国内案例：“全球茶饮第一股”奈雪的茶在品牌六周年之际不仅官宣来自元宇宙的IP人物NAYUKI为品牌大使，还围绕IP品牌资产推出NFT数字艺术品系列《创造美好》，虽然该NFT系列不具有投资属性，但因其极高的收藏价值与纪念意义，仍然受到国内消费者认可——全球限量发行7款，只在线上以盲盒形式发售300份，但开售一秒内即全部售罄。

, “Global Tea First” Nai Shau on the sixth anniversary of the brand name, not only declared NAYUKI, an IP figure from the Woncosmos, as a brand ambassador, but also launched the NFT Digital Art Series on IP brand assets, which, although not investment-related, is still recognized by domestic consumers because of its extremely high collection value and commemorative significance — a limited number of seven paragraphs distributed globally, selling 300 copies online in blind boxes, but sold all in one second.

此外，支付宝推出的NFT付款码皮肤，也是品牌将NFT与品牌资产创新组合的经典案例。上线即被抢购一空。

In addition, the NFT payment code skin launched by is a classic case of brand combining NFT with brand asset innovation. Upline is bought.

品牌资产本身就具有独一无二的特性，围绕品牌资产打造的NFT便拥有更令人向往的稀缺性和独特性。因此那些能激发忠实追随者的大品牌可通过品牌资产NFT化的方式创造出与消费者沟通的独特新形式。

Brand assets are unique in themselves, and NFTs built around brand assets have a much more aspirational scarcity and uniqueness. So major brands that inspire faithful followers can create a unique new form of communication with consumers by making brand assets NFTs.

1、NFT营销可探索方向

通过发挥NFT营销四大作用及相关玩法，品牌能在不同触点增强与消费者的联结，获得品牌热度与话题，提升品牌形象、转化商业利益。同时，品牌可参考一些NFT领域的前沿形态，积极探索品牌资产的长期建设，以NFT营销切入数字世界，增强消费者对品牌的粘性。

By playing the four roles of NFT marketing and associated games, , meanwhile, brands can actively explore long-term construction of brand assets, cutting NFT marketing into the digital world, and increase consumer stickyness to brands by taking into account the cutting edge of some NFT areas.

（1）可编程交互NFT

(1) programmable interactive NFT

可编程交互NFT的有趣之处在于，品牌与消费者可通过数字众创交互算法技术，共同创作NFT作品并共享作品经济收益。红洞数藏于春节推出的《元宇宙烟花》将千年历史的传统文化与最新科技技术美妙融合。借由智能合约的可编程性，消费者可通过盲盒购买一个个元宇宙烟花，用于观赏收藏，或将多个烟花合成得到全新、更加稀有的更高等级烟花。最终，所有被持有的烟花将组合成一个全新的大型数字艺术作品《烟花宇宙》。NFT作品共创让消费者从品牌的被动接收者转变为品牌的主动参与者，品牌成为消费者展现自我的舞台，而收益共享的机制让消费者从主动参与者升级为“品牌合伙人”，有效提升消费者品牌好感度与粘性。

The interesting thing about programming interactive NFTs is that brands and consumers can co-create NFT works and share the economic benefits of their work by creating digital interactive algorithms. The Red Hole Numbers are hidden in the Spring Festival, which combines the traditional culture of the millennium history with the latest technology. With the programmable nature of smart contracts, consumers can purchase a meta-cosm fireworks to view collections or synthesize multiple fireworks to obtain newer, rarer and higher levels of fireworks.

（2）NFT游戏

(2) NFT Game

NFT游戏能诱发人们的内在激励，有效实现态度和行为转变，很大程度上激发了消费者的活跃性与粘性。NBA与区块链公司Dapper Labs合作开发的收集型游戏“NBA top shot”是目前最成功的NFT游戏之一。收藏者通过游戏化的方式，如开瞬间包盲盒、挑战赛、高级别竞技等获得正版 NBA 球星高光集锦数字藏品。NBA top shot发展出一个庞大社区，该社区对NBA品牌更加忠诚，提高了比赛收视率和球员收视率，NBA评论员现在会说“这是值得NBA TOP SHOT的时刻！”品牌可通过NFT游戏创造真正具有粘性的内容，变革玩家间交流方式，升级玩家与品牌的关系，最终使他们从普通游戏玩家转变为品牌社区建设的推动者。

The NFT game, developed by NBA in partnership with the block chain, Dapper Labs, is one of the most successful NFT games at the present time. Collectors get a real NBA digital collection of high-quality games by playing games, such as an instant blind box, challenge contests, and high-level competitions. NBA  Toot develops a large community that is more loyal to NBA brands and improves the ratings and ratings of players. NBA commentators will now say, “This is a time for NBA TOP SHOT!” to create a truly viscous content through NFT games, to change the way players communicate with brands, and to upgrade their relationships with brands and eventually turn them from regular gamers into brand-builders.

（3）NFT虚拟人物模型

(3) NFT virtual character model

「Clone X」系列是虚拟艺术创作团体 RTFKT Studios （现已被耐克收购）与村上隆合作推出的NFT 3D 虚拟人物项目。与世界知名的NFT头像项目如 Bored Ape（无聊猿）和Phanta Bear (幻象熊)等相似，Clone X 能让买家享受到NFT头像所带来的 1）社交功能，包括 a) 低调彰显身份 b) 跻身目标圈层。

The Cloone X series is the NFT 3D virtual figure project launched by the virtual art creation group RTFKT Studios (now acquired by Nike) in collaboration with Murakong. Similar to the world-renowned NFT head projects such as Bored Ape and Phanta Bear, Clone X allows buyers to enjoy the & nbsp; 1) social functions, including a) low profile identity b) in their target circles.

和 2) 权益功能，包括 a) 现实世界权益如获得商品折扣或赠与 b) 虚拟世界权益如虚拟世界演唱会门票等。

2) equity functions, including a) & nbsp; real world interests such as obtaining goods discounts or gifts b) & nbsp; virtual world interests such as virtual world concert tickets, etc.

品牌在发行NFT时，可从品牌资产、产品卖点、消费者需求等角度出发，赋予NFT在“头像”之外的功能利益，提升品牌NFT价值，并通过公关宣传增强话题热度。比如，耐克在今年2月向Clone X  持有者空投了首次带有品牌logo的神秘箱子MNLTH（地板价 $1.8 万美元）。官方团队表示本次空投内容物的揭露方式将不同以往，使拥有者们更加期待内容物的诞生，而耐克在粉丝激烈的讨论中又一次成功地将自己送上了热度榜。

When issuing NFTs, the brand , for example, Nike, in February of this year, dropped the first MNLTH in a mysterious box with the brand logo (the floor price is $1.8 million). The official team indicated that the exposure of the air-delivered content would be in a different way than in the past, making the owners more interested in the creation of content, and Nike had succeeded in putting himself on the heat list once more in the intense discussion of the fans.

但Clone X更令人心潮澎湃的是其NFT Avatar 概念：Clone X是具备3D骨架系统的人物模型，这意味着买家能拥有像阿凡达般的“元宇宙”虚拟替身。 Clone X 可以植入 AI 与拥有者进行交互，通过 VR 设备增强体验感，因此买家可以将它们使用在AR滤镜、Zoom 或者 NFT 游戏中，使NFT+AI+VR 三位一体。

But what makes Clone X even more exciting is its NFT Avatar concept: Clone X is a figure model with a 3D skeletal system, which means that buyers can have virtual meta-cosms like Avanda. & nbsp; Clone X can install AI to interact with owners and enhance their sense of experience through VR devices, so buyers can use them in AR filters, Zoom, or NFT games to triangulate NFT+AI+VR.

此外，由于 Clone X 兼容多个平台，玩家可以在 “沙盒（Sandbox）”和“分布式大陆（Decentraland）”等元宇宙世界中同时使用自己购买的 Clone X 形象。结合 AR、VR、AI且能跨越多个元宇宙的Clone X项目能为品牌在虚拟世界中的跨界联名合作、以品牌数字人形式联动等营销玩法提供了更广阔的发展空间。

Moreover, because of   Clone X& nbsp; compatible with multiple platforms, players can use their own clone X images simultaneously in metaspaces such as Sandbox and Distributed Continents. Together with AR, VR, AI and Clone X, which spans multiple meta-coastal universes, can provide wider development space for marketing practices such as cross-border collaboration of brands in the virtual world and association of branded digital players.

NFT技术再好也只是一种先进的技术，想象力才是品牌连接消费者与数字世界的最好桥梁。相信时间会孕育出更具创造力的品牌案例，让我们离未来更近一步。

NFT technology is just a state-of-the-art technology, and imagination is the best bridge between brands and consumers and the digital world. believes that time gives rise to more creative brand cases, so let's move closer to the future.

1、国内市场环境与趋势

（1）国内政策环境

(1) domestic policy environment

按照国内对虚拟货币和“挖矿”活动的监管态度来看，“野蛮”成长的NFT势必背负争议与监管枷锁。

In the light of domestic regulatory attitudes towards virtual currency and “mining” activities, the “brilliant” growth of NFTs is bound to bear the yoke of controversy and regulation.

国家并不认可海外NFT模式，其一表现在中国大陆地区用户不能购买海外平台的 NFT，这就是国际奥委会官方授权冰墩墩数字盲盒暂不支持中国地区用户购买的原因。

The country does not recognize the overseas NFT model, one of which is reflected in the fact that users in mainland China cannot buy overseas platforms, or NFT , which is the reason why users in the Chinese region are not supported to purchase the ICE digital blind box, which is officially authorized by IOC.

其二体现在国内监管部门对NFT定性为数字藏品，旨在发挥 NFT 数字产权证明功能，包括1）用人民币作为交易货币来保证价值稳定。2）强调作品价值本身而非支付功能。3）以多中心化的联盟链替代海外市场去中心化的公链，从源头设计上实现不可转让。

, a second example of which is the characterization of NFT as a digital collection by the domestic regulatory authorities, aims to fulfil the NFT digital title certification function, including 1) using the renminbi as the currency of the transaction to ensure value stability. (2) Emphasis is placed on the value of the work itself rather than on the payment function. (3) Substitution of the decentralized public chain in the overseas market by a multi-centralized union chain, which is designed from the source.

虽然国内NFT市场运行规则独树一帜，但国家正积极支持去金融化的数字藏品市场发展，自2022年初以来，数字藏品的百度指数呈现较快的增长趋势。

Although the rules governing the operation of the domestic NFT market are unique, the State is actively supporting the development of the definancialized digital collection market, which has seen a faster growth in the 100-degree index since the beginning of 2022.

新华社、央视网等官媒及中国证监会法定披露证券市场信息媒体《上海证券报》先后入局数字藏品，肯定了数字藏品本身基于区块链技术的确权价值、数字藏品作为数字资产的资产价值及作为数字时代的新型收藏品的收藏价值。国内数字藏品市场正在迎来春天。

Official media like Xinhua Society, China Visual Network, and the Chinese Securities Commission's Statutory Disclosure of Securities Market Information Media, the Shanghai Securities Journal, have been listed in the Board, confirming that the digital collection itself is based on the true value of block chain technology, the asset value of the digital collection as a digital asset, and the value of the collection as a new collection in the digital age. 's domestic market for digital collections is approaching spring. /Strong >

（2）国内市场环境

(2) The domestic market environment

NFT产业链由联盟链、发行平台和项目发行方构成。 

The NFT chain consists of a coalition chain, distribution platform and project issuer.

联盟链：为NFT提供区块链技术支持，如阿里巴巴的蚂蚁链、腾讯的至信链、百度的超级链、京东的至臻链等。联盟链在炒作管控和能源消耗方面具备优势，更符合国内NFT市场发展要求。

Alliance chains: provides NFT with block chain technical support, such as ant chains in Alibaba, to-letter chains, 100 degrees of superlinks, and to-kept chains in Kyoto. Alliance chains have advantages in terms of regulation and energy consumption, and are more in line with the development requirements of the domestic NFT market.

发行平台：项目发行提供区块链技术和流量支持，主要分为以下几种。1）拥有基础设施的互联网巨头，如阿里巴巴的鲸探、腾讯的幻核。2）为数字内容提供版权保护（至信链保护企鹅号文章）和以NFT变现数字内容（视觉中国的元视觉平台）的互联网数字内容平台。3）元宇宙社交游戏应用开发公司，如百度莱茨狗项目。

distribution platform: The project provides block chain technology and flow support, which is divided into the following categories. 1) Internet giants with infrastructure, such as Ali Baba's whaling, tether nucleies. 2) Provide copyright protection for digital content (to the letter chain to protect the Penguin article) and an Internet digital content platform with NFT to realize digital content (the meta-visual platform for visual China). 3) Geospace Social Game Applications Development Corporation, such as the Bedulets Dog Project.

项目发行方：1）以互联网数字内容平台及其上游的内容发行方，如数字内容资产化, 如酷狗单曲《怎叹》典藏版数字藏品，IP变现，如“赛博朋克灰太狼”数字版画 c）配合内容宣发，如《反贪风暴5》数字藏品配合电影宣发。2）国内快消、美妆、零售等品牌主与发行平台合作发行数字藏品，合作类型主要分PGC和UGC。

project issuer: 1) announces the content in conjunction with the Internet digital content platform and its upstream content distributors, such as the assetization of digital content, such as the cool dog single " How to " collection of digital collections, IP realizations, such as the "Seb Punk Grey Wolf" digital editions, c) such as the "Anti-Corruption Storm 5" digital collection in conjunction with the production of films. 2) Domestic fast-dining, make-up, retailing and other brand owners collaborate with the distribution platform to issue digital collections, mainly in the form of PGC and UGC.

（3）国内发展趋势

(3) Domestic trends

2022年1月4日，数字人民币（试点版）APP上线，通过数字人民币交易数字藏品有助于防范和监督炒作、洗钱等行为，促进国内数字藏品交易规则的制定。

On 4 January 2022,

此外，在政府引导下，NFT行业有望逐步打开二级市场，而具有政府官方背景的文交所或将引领探索数字藏品二级市场交易规则和标准制定。随区块链技术发展，区块链游戏和元宇宙领域将驱动NFT行业扩张，未来将会有越来越多传统企业入局NFT市场。中国NFT市场规模在2026年预计达到295.2亿元，发展潜力较大。

Moreover, under government guidance, the NFT sector is expected to gradually open up the secondary market, while the NFT sector has official government background, or will lead the search for rules and standards for secondary market transactions in digital collections. As block chain technology develops, block-chain games and meta-cosmos will drive the NFT sector to expand, and more and more traditional firms will enter the NFT market in the future.

但目前国内NFT营销也存在不确定因素，其中包括：

However, there are currently uncertainties in NFT marketing in the country, including:

1）监管政策不确定性: 随着NFT应用的推广和流行，未来NFT 的铸造、发行、销售、流转都会有监管的介入，国家监管存在的不确定性或将影响NFT项目稳定。

1) Regulatory policy uncertainty: With the spread and prevalence of NFT applications, future NFT casting, distribution, marketing and circulation will involve regulatory involvement, with uncertainty in national regulation or will affect the stability of NFT projects.

2）投机性风险广泛存在: 市场参与者不理性因素导致投机，NFT营销过程中需要避免由NFT限量发行与稀缺性引起的炒作问题，如近期央视财经点名盲盒乱象。

2) The risk of speculation is widespread: irrational market participants lead to speculation, and NFT marketing needs to avoid hysteria caused by the limited distribution and scarcity of NFTs, such as the recent blindness of financial instruments.

1、NFT含义和主要功能

（1）NFT定义与特性

(1) NFT definition and characteristics

从狭义上来讲，NFT一般指基于以太坊标准ERC-721发行的通证；从广义上来讲，NFT是一种基于区块链的具有不可分割、不可替代、不可互换、独一无二、可验证、可流通、可交易等特性的数字资产所有权。

NFT generally refers, in the narrow sense, to a general certificate issued on the basis of the Tails standard ERC-721; in the broad sense, NFT is a digital ownership of assets based on a block chain that is indivisible, irreplaceable, non-interchangeable, unique, verifiable, negotiable, tradable, etc.

在现实物理世界中，资产通常可以划分为同质化资产和非同质化资产。区块链上的数字资产也分为同质化数字资产和非同质化数字资产，最常见的同质化数字资产包括比特币、以太币等“虚拟货币”，而非同质化数字资产包括游戏项目、数字艺术品等非同质化通证。

In the real physical world, assets can often be divided into homogenous and non-homogenous assets. Digital assets on the block chain are also divided into homogenous digital assets and non-homogenous digital assets, the most common of which are “virtual currencies” such as bitcoins, tasers, rather than homogenous digital assets such as games items, digital art works, etc.

（2）NFT价值和功能

(2) NFT values and functions

从NFT诞生至今，基于其特性而产生的NFT价值与对应功能主要有：1）NFT可有效保护知识产权。因为NFT在区块链的分布式账本上注册与存储，它们由数千台计算机维护，NFT产生及交易记录难以篡改，所以能有效通过基于区块链技术的NFT保护原创者应得利益。

From the birth of NFT to the present, NFT values and corresponding functions based on its properties are mainly: 1) NFT can effectively protect intellectual property rights. protects the original creators by effectively protecting the benefits of NFT technologies based on block chain technology by registering and storing NFTs on distributed account books in the block chain, which are maintained by thousands of computers and whose records of transactions are difficult to tamper with.

2）NFT可提高交易效率和降低交易成本。因为NFT内嵌的智能合约可帮助创作者轻松证明NFT的真实性及所有权，所以奢侈红酒品牌、名贵茶叶与古董字画等具有极高经济价值的商品可用NFT为资产鉴定（100% 可追溯的真实资产）与流通凭证（降低流通成本）。用户可凭NFT直接提取实物或以转让凭证方式流转商品。

2) NFT can improve transaction efficiency and reduce transaction costs. , because the built-in smart contract in NFT can help the creator easily prove the authenticity and ownership of NFT, goods of high economic value, such as luxury wine brands, precious teas and antiques, can be identified as assets (100% retraceable real assets) and negotiable documents (reduced costs).

3）NFT可提高资产流动性和交易性。因为NFT可指代任何资产，一些难以交易的资产可通过NFT实现交易，所以任何数码照片、音视频等形式的内容都能以NFT形式转换为数字艺术作品, 是目前国内外品牌进行NFT营销的主要方式。

3) NFT improves the liquidity and transactional nature of assets. , as NFT can refer to any asset, and some hard-to-trade assets can be traded through NFT, any digital photo, audio-visual, etc. can be converted into a digital art work in the form of NFT, which is currently the main means of marketing NFT by national and international brands.

如果说2021年是“万物皆可NFT”的“NFT元年”，海外币圈以图文、影音、游戏、艺术品等NFT形式掀起金融风暴，那么2022年将是品牌进入NFT营销初创红利期的探索之年，品牌起步越及时，创造空间越大。随着疫情的反复发生，人们的工作与生活越发向数字世界转移，数字资产的重要性毫无疑问会不断提升。NFT让元宇宙中的各种数字物品的价值归属、产权确认、虚拟身份的认证都成为可能。相信随着国内数字藏品行业规范化发展，NFT数字藏品必将成为助力品牌数字化的有效载体，提升品牌在数字世界的价值和影响力。

If the year 2021 is the “NFT year” of “All is the NFT” and the currency circle of the overseas is a financial storm in the form of graphics, audio-visuals, games, works of art, etc. The year 2022 will be the year that brands explore the initial dividend of NFT marketing, the more timely they start creating space. As the epidemic repeats, people’s jobs and lives shift to the digital world, the importance of digital assets will undoubtedly increase.