数字藏品 B站的“危险”想象力

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短短数月,“数字藏品”概念火了。据公开数据,当前国内已有超过20家上市企业布局数字藏品相关业务,BAT、字节、快手等互联网公司悉数入局,今年2月到5月的三个月间,超200多家数字藏品平台横空出世。

当大火的NFT概念传入国内,由于监管明令禁止虚拟货币流通,“数字藏品”应运而生。在老牌互联网大厂阿里、腾讯等推出“鲸探”“幻核”等自家数字藏品平台后,拥有更多年轻用户基础的哔哩哔哩在今年迅速入局,打法似乎更为多样。

近日,多名B站用户都向《IT时报》记者肯定B站数字藏品的投资价值——以6月16日B站发行的“干杯!京剧”系列数字藏品为例,按照不同属性稀有度,299元的一个数字藏品仅仅数天便可在二级市场估价最高升值至数万元。

显然,热潮正在悄然涌现。而针对数字藏品相关问题,B站官方向《IT时报》记者回应称,此方面暂时无可透露。

1

“抢到就是赚到”

“我建议你多看看这次的京剧系列。”拥有30多个数字藏品的B站用户SpecZY告诉记者,“17万人摇号,1700多个藏品,抢到就是赚到。

数字藏品 B站的“危险”想象力

夸张的数字,是B站数字藏品火热程度的真实反映。事实上,这始于B站开放数字藏品“转赠”功能。

截至目前,B站一共推出“鸽德”、不亦乐“虎”、“寅虎”“干杯2022”“泠鸢十周年纪念”“干杯!京剧”等6个系列数字藏品。首款藏品“鸽德”推出于1月5日,仅面向2021年全勤6级用户发行2000个,剩下233个则由平台预留。而在4月26日,B站数藏官方公布“转赠”功能开放说明:用户购买、获赠数字藏品并持有满30天后可以无偿转赠给其他实名哔哩哔哩用户。

数字藏品 B站的“危险”想象力

值得注意的是,“30天”的转赠日期、冷却期相比其他平台无疑属于较短的行列。为防止“炒作”,当前两大数藏平台中,腾讯旗下“幻核”截至目前尚不支持“转赠”,而阿里旗下的“鲸探”规定:用户购买拥有数字藏品达到180天,可向其他实名用户发起转赠,受赠用户接收数字藏品满2年后方可再次转赠。

转赠开启后,不少拥有B站数字藏品的用户们开始收到询价的私信。“如果不是有人在B站私信我问我头像卖不卖,我都不知道B站的数字藏品能卖这么贵了?”一名微博用户表示。

《IT时报》记者发现,B站的数字藏品统一拥有稀有度“属性”,稀有率在1%以下的属性将被标注为“金色”,同系列藏品属性越多越难得。而在某二手交易平台上,以0.1元钱价格发行的一个“7属性6金”的“鸽德”,足以卖到1万元以上的高价

数字藏品 B站的“危险”想象力

关注NFT领域的SpecZY在B站开放“转赠”功能后才开始大量收集B站数字藏品,如今基本上每个系列都有藏品。

“现在鸽德的底价应该在3~4K,发行量规模达8万个的寅虎系列最便宜,均价200元,我目前在收集干杯系列,干杯系列最高稀有度的科幻类,均价在4万元左右。”SpecZY表示,自己目前为止一共投资了约2万元,其中两个稀有藏品如今都能卖到1万元左右,“粗略估计,全卖掉投资翻个倍是可以的。”

数字藏品 B站的“危险”想象力

2

交易难逃“灰色地带”

热潮的背面,国内监管对于数字藏品交易的态度尤为审慎。

6月17日,国家级数字文创规范治理生态矩阵成立大会召开,矩阵发展伙伴联合发布《数字文创规范治理生态矩阵公约》,提出数字文创治理方面的十一条建议,其中便包括“禁止展开NFT业务,对数字藏品、元宇宙等活动进行风险监测与预警等”。

事实上,当前所有国内主流数藏平台上藏品的流动均依赖于“转赠”,且都明确禁止“炒作”,B站也不例外。

在公布“转赠”功能的同时,“哔哩哔哩数字藏品”官方号曾声明:“坚决反对任何形式的炒作、欺诈,以及使用数字藏品的任何非法使用方式”,此外“发生炒作等不良行为后,不排除未来进行整体转赠规则调整”。

另一方面,国内其他平台同样对“数字藏品”交易噤若寒蝉。3月底,微信曾封禁一批数藏平台公众号,近日《微信公众平台运营规范》更新将“虚拟货币及数字藏品交易行为”列入“违法违规经营行为”。6月20日,微信官方公开解释,此次更新是根据相关法规,对炒作、二次售卖数字藏品进行规范化治理。

《IT时报》记者发现,国内多家二手交易平台均搜不到“数字藏品”及相关内容。在某二手交易平台,输入“鸽德”“哔哩哔哩数字藏品”后均显示无相关搜索结果,唯有输入“哔哩哔哩鸽子头像”方可找到藏品。

3

谨防骗子和倒爷

在这种语境下,围绕数字藏品的“场外交易”难免进入灰色地带,催生骗子、倒爷等角色。

B站up主“声控周不鸽”是一个2021年“全勤六级号”,因此在“鸽德”发行时收到过通知。此前,他并没有特地关注NFT领域,但认为B站首款数藏“鸽德”相当有纪念意义,因此也产生不小热情。作为一名程序员,他当即想到,如果可以做一个App/小程序来帮大家了解“鸽德”,也许能帮助到同样喜欢这款藏品的用户。

1月13日,“声控周不鸽”花费3天时间开发的“鸽德”图鉴小程序“鸽潭市”正式上线,这款不断完善的小程序列出了所有鸽德头像的外形、属性,能够帮助人们直接查到藏品的珍稀程度。

但后续事情的进展并不如想象。“我发现受益最大的是倒爷。”“声控周不鸽”告诉记者,“大多数人只是用一次,大致看下有哪些‘鸽子’,而反复使用的人其实是倒爷,他们用来介绍稀有度,会更直观一些。”相关视频发布后,还引来不少陌生用户询问具体“鸽德”买主的信息,“我都拒绝了。”

今年6月,看到B站官方也推出了相关图鉴,“声控周不鸽”便将自己的小程序关闭了。由于中途曾关闭近3个月,小程序的整体开放时间并不长,但据他统计,开放的时候日活100人,每天都能新增20人左右,累计超过3000人曾使用过。

除去“倒爷”,诈骗同样也在发生。

5月,SpecZY便曾遭遇场外交易的“诈骗”。卖家是一名ID为“森亿林”的B站用户,拥有一个“干杯系列”藏品,SpecZY向其转账2000元后,对方直接“消失”了。后续他才发现,落入骗局的除去自己,还有其他数位用户,受骗金额总计超过1万元。

数字藏品 B站的“危险”想象力

“已经报警了,但现在还没抓到。”SpecZY说,此前交易基本上都是用支付宝、微信直接转账,没受骗只能说是幸运,“太相信网友了”。

一名ID名为“_妮co”的B站用户在SpecZY的动态下评论道:“我也‘中奖了’,看我主页避雷。”而这位用户的动态显示,尽管交易在二手交易平台上进行,但其仍然被骗走了2200元。

4

年轻人热衷“数字藏品”

回顾B站的数字藏品之路,不难发现“年轻”“新潮”“二次元”等贴近用户身份认同的是显著特色。

当前,几乎所有B站数字藏品都能作为用户头像使用,并在头像一旁附带“钻石标”。一些系列数字藏品还能拥有特殊装饰,例如5月13日发行的“泠鸢十周年纪念”数字藏品,持有用户可拥有视频形式的个人空间“泠鸢”头图及专属站内权益(直播间专属礼物、数字藏品弹幕)等,部分藏品还用做泠鸢生日二创活动的奖品。

数字藏品 B站的“危险”想象力

“B站二次元氛围比较浓,做这种数藏比较有优势。”SpecZY总结道,尽管藏品已经升值,但现在他还不打算卖。

《南方都市报》一篇报道中透露,数字藏品市场中,90后和00后的玩家占66%。中央财经大学数字经济融合创新发展中心主任陈端则向记者表示:“对于Z世代而言,数字藏品是一个新潮的事物,是身份建构、圈层社交的一个利器。另外,大部分的数藏平台参与门槛较低。”

迄今为止,B站仍无愧为年轻用户占比最高的视频平台。在2022年一季度财报电话会议中,B站曾公布,其用户平均年龄23.5岁,有86%的用户是35岁以下。

此外,对比其他互联网大厂入局数藏“另起炉灶”的做法,B站直接以视频社区作为数字藏品发行、流转的场所,也具有更强的社区属性,更大规模的潜在用户基数。

记者观察到,B站上不少数藏品交易前期都是通过私信、评论等方式搭线,一些长期进行数藏交易,主持拍卖的用户会被视为大V,其他用户通过关注大V动态了解行情。而动态中的“#话题#”功能同样可用来作为交易论坛。

与其它互联网公司相比,B站的数字藏品之路,打法更为花样,入局更加迅猛。在某招聘网站上,B站为NFT公关策划经理开出25~45k的高薪。

数字藏品 B站的“危险”想象力

5

B站的“新故事”?

数字藏品,会是B站的“新故事”吗?

6月9日晚,B站公布2022年第一季度财报,营收50.54亿元同比增长仅30%,创3年来最低增速记录,而调整后净亏损16.5亿元,同比扩大85%。

数字藏品 B站的“危险”想象力

从营收结构上来看,原本主营收业务的广告、电商营收都受到上海疫情的影响,其中广告营收10.4亿元,已是该业务近年最低增速。而此前曾有媒体报道,B站财报中占据“收入分享支出”大部分的UP主激励,也在今年3月有多位UP主反映大幅缩水。

面对疫情、用户增长带来的压力,发行数字藏品或许也能为承压的B站带来一股现金流。迄今为止,B站发行的数字藏品中,不亦乐“虎”、“干杯2022”系列为99元,“干杯!京剧”为299元,“泠鸢十周年纪念”则为399元,发行数量则大多在2000~10000个左右。

值得一提的是,此前B站还联合新加坡团队CryptoNatty在海外发行“Cheers UP”NFT,总数10000枚,团队预留233个,9767个面向公众发行,每一枚售价0.12以太币,折合2300元人民币。

数字藏品 B站的“危险”想象力

6

国内数藏投资的差异化风险

在元宇宙、Web3.0等概念火热的背景下,数字藏品正成为“香饽饽”。据算力智库统计,2021年我国共计发售数字藏品数量约456万份,总发行价值约为1.5亿元,而2026年我国数字藏品市场规模将达300亿元。

相比基于区块链公链的“非同质化代币”NFT,数字藏品的发行基于国内平台的联盟链、私链,虽然同样具有“不可替代”“可追溯性”等特性,但已然同虚拟货币交易无关,更加强调数字文创的收藏价值。

可预见,在国内一贯避免将“NFT金融证券化”的监管下,不强调流通性的国内数字藏品存在更多可预见的投资风险。

“NFT和数字藏品对我来说都是很大风险的投机行为,相比之下,NFT有区块链的支撑,非公链的对我来说泡沫更大,连公链的估值都不可能,更别说非公链了。”一名长期关注NFT的投资人士告诉《IT时报》记者,“也许这个泡沫不会破,也许慢慢变成了一种新的投资方式,也许明天就会破,都说不准。

作者/IT时报记者 崔鹏志

When the NFT concept of the fire was introduced into China, due to the regulatory ban on the circulation of virtual money, the "digital collection" came into being. After established Internet giants such as Alibaba and Tencent launched their own digital collection platforms such as "Whale Detective" and "Magic Core", bilibili, who has a more young user base, quickly entered the game this year and seemed to play in more diverse ways.

Recently, a number of bilibili users affirmed to the IT Times the investment value of bilibili's digital collection-- "Cheers!" published by bilibili on June 16. For example, according to the rarity of different attributes, a digital collection of 299 yuan can be valued up to tens of thousands of yuan in the secondary market in just a few days.

Obviously, the craze is emerging quietly. For digital collection-related issues, station B to the "IT Times" reporter responded that this aspect can not be disclosed for the time being.

1

"if you get it, you get it."

"I suggest you watch more of this Beijing Opera series." Bilibili user SpecZY, who has more than 30 digital collections, told reporters,170000 people lottery, more than 1700 collections, grab is to earn."


Exaggerated figures are a true reflection of the popularity of bilibili's digital collection. In fact, this began when bilibili opened the "transfer" function of the digital collection.

Up to now, bilibili has launched "Pigeon morality", "Tiger", "Yinhu", "Cheers 2022", "Ling Kite 10th Anniversary" and "Cheers! There are six series of digital collections, including Beijing Opera. The first collection, "Pigeon de", launched on January 5, will only be released to 2021 full-time level 6 users, with the remaining 2000 reserved by the platform. On April 26th, bilibili officially announced the opening description of the "transfer" function: users who buy, receive and hold digital collections for 30 days can donate them to other real-name bilibili users free of charge.


It is worth noting that the transfer date and cooling-off period of "30 days" are undoubtedly shorter than other platforms. In order to prevent "hype", among the two major Tibetan platforms, Tencent's "Magic Core" does not support "transfer" so far, while Alibaba's "Whale Detective" stipulates that users who purchase digital collections for up to 180 days can initiate transfers to other real-name users. The recipient can only transfer again after receiving the digital collection for 2 years.

After the transfer opened, many users with bilibili's digital collection began to receive private letters of inquiry. "if someone hadn't sent me a private letter from bilibili asking me if my avatar was for sale, I didn't know bilibili's digital collection could be so expensive." Said one Weibo user.

A reporter from the IT Times found that bilibili's digital collection has a rarity "attribute". Attributes with a rarity rate of less than 1% will be marked as "golden". The more attributes in the same collection, the more rare they are. And on a second-hand trading platformA "pigeon de" with "7 attributes and 6 gold" issued at a price of 0.1 yuan is enough to sell at a high price of more than 10,000 yuan..


SpecZY, which focuses on the field of NFT, began to collect large quantities of bilibili's digital collection only after bilibili opened the "transfer" function, and now almost every series has a collection.

"now the rock bottom price of Pigeon should be 340K, and the Yinhu series with a circulation of 80,000 is the cheapest, with an average price of 200 yuan. I am currently collecting the science fiction series with the highest rarity in the cheers series, with an average price of about 40,000 yuan." SpecZY representsI have invested a total of about 20,000 yuan so far, and two of the rare collections can now be sold for about 10,000 yuan. "according to a rough estimate, it is possible to double the investment by selling them all."


2

The transaction cannot escape the "grey area".

On the back of the boom, domestic regulators are particularly cautious about the digital collection trade.

On June 17, the founding meeting of the national digital cultural creation standard governance ecological matrix was held, and the matrix development partners jointly issued the "Digital Literary creation Standard Governance Ecological Matrix Convention", putting forward 11 suggestions on the governance of digital cultural creation, including "prohibition of NFT business, risk monitoring and early warning of digital collections, meta-universe and other activities."

In fact, the current flow of collections on all domestic mainstream digital Tibetan platforms depends on "transfer", and "hype" is explicitly prohibited, and bilibili is no exception.

While announcing the function of "transfer", the official account of "bilibili Digital Collection" once declared: "firmly oppose any form of hype, fraud, and any illegal use of digital collection". In addition, "after hype and other bad behavior, do not rule out the adjustment of the overall transfer rules in the future."

On the other hand, other domestic platforms are also silent about the "digital collection" trade. At the end of March, Wechat banned a number of official accounts of digital Tibetan platforms, and the "operating norms of Wechat Public platforms" recently updated to include "trading of virtual currencies and digital collections" as "illegal business practices." On June 20, Wechat publicly explained that the update is a standardized management of hype and secondary sale of digital collections in accordance with relevant laws and regulations.

A reporter from the IT Times found that many domestic second-hand trading platforms could not find "digital collection" and related content.On a second-hand trading platform, typing "pigeon de" and "bilibili digital collection" shows no relevant search results. Only by entering "pigeon profile portrait of bilibili" can the collection be found.

3

Beware of liars and deceitful masters

In this context, the "over-the-counter transactions" around digital collections will inevitably enter a grey area, giving birth to roles such as liars and deceivers.

Bilibili up host "Voice Control week not Pigeon" is a 2021 "full attendance level 6", so he received a notice when "Pigeon de" was released. Prior to this, he did not pay special attention to the field of NFT, but thought that bilibili's first Tibetan "pigeon virtue" was quite commemorative, so he also had a lot of enthusiasm. As a programmer, he immediately thought that if he could make an App/ Mini Program to help people understand "Pigeon de", it might help users who also like the collection.

On January 13, Voice-controlled Weekly not Pigeon took three days to develop the "Pigeon de" photo Mini Program "Pigeon City" was officially launched. This constantly improving Mini Program lists the appearance and attributes of all pigeon de avatars, which can help people directly find out the rarity of the collection.

But the follow-up is not as good as imagined. "I found that the one who benefited the most was the boss." "Voice-controlled Zhou Bu Pigeon" told reporters, "most people only use it once to roughly see which pigeons are there, while those who use them repeatedly are actually inverted, and they are used to introduce rarity, which will be more intuitive." After the release of the relevant video, it also attracted many strange users to ask the specific "pigeon de" buyer's information, "I refused."

In June this year, seeing that bilibili officially also released a relevant photo guide, "Voice Control week is not Pigeon" shut down its own Mini Program. Since it was closed for nearly three months, the overall opening time of Mini Program is not long, but according to his statistics,When it is open, the number of daily active users is 100. it can add about 20 people every day, and a total of more than 3000 people have used it.

Apart from the "inverted master", fraud is also taking place.

In May, SpecZY suffered "fraud" from over-the-counter transactions. The seller is a bilibili user whose ID is "Forest billion Forest" and owns a "cheers series" collection.After SpecZY transferred 2000 yuan to it, the other party directly "disappeared". After that, he found that apart from himself, there were several other users who fell into the fraud, with a total amount of more than 10,000 yuan.


"I've called the police, but I haven't caught it yet." SpecZY said that previously, transactions were basically directly transferred through Alipay and Wechat, and that he was lucky not to be deceived and "trusted netizens too much".

An ID user named "_ Ni co" commented on SpecZY: "I also won the lottery. Check my home page for lightning protection." And the dynamic display of this userAlthough the transaction was carried out on the second-hand trading platform, it was still cheated out of 2200 yuan.

4

Young people are keen on "digital collections"

Reviewing the road of bilibili's digital collection, it is not difficult to find that "young", "trendy", "two-dimensional" and other features close to user identity are remarkable features.

At present, almost all bilibili digital collections can be used as user avatars with a "diamond logo" next to them. Some series of digital collections can also have special decorations, such as the "Ling Kite 10th Anniversary" digital collection released on May 13. Users can own video form personal space "Ling Kite" head pictures and exclusive station rights (exclusive gifts in the studio, on-screen comment of digital collections), and some of the collections are also used as prizes for Ling Kite's birthday creation activities.


"bilibili has a strong second-dimensional atmosphere, and it has an advantage to do this kind of hiding." SpecZY concluded that although the collection has appreciated, he has no plans to sell it yet.

Players born in the 1990s and post-00s account for 66% of the digital collection market, according to a report in Southern Metropolis Daily. Chen Duan, director of the Digital economy Integration and Innovation Development Center of the Central University of Finance and Economics, told reporters: "for Generation Z, the digital collection is a trendy thing and a sharp weapon for identity construction and social interaction. In addition, most of the Tibetan platforms have a lower threshold for participation. "

So far, bilibili still deserves to be the video platform with the highest proportion of young users. During the earnings call in the first quarter of 2022, bilibili announced that the average age of its users was 23.5 years old, and 86 per cent of its users were under the age of 35.

In addition, compared with the practice of other large Internet companies to "start anew", bilibili directly uses the video community as the place for the distribution and transfer of digital collections, which also has a stronger community attribute and a larger potential user base.

The reporter observed thatBilibili on not a small number of collection transactions are linked through private messages, comments and other means, some long-term transactions in Tibet, the users hosting the auction will be regarded as big V, other users will follow the big V dynamic to understand the market. The dynamic "# topic #" function can also be used as a trading forum.

Compared with other Internet companies, bilibili's digital collection road, play more tricks, enter the game more rapidly. On a recruitment website, bilibili offered a high salary of 25,45k for the public relations planning manager of NFT.


5

Bilibili's "New Story"?

Will the digital collection be bilibili's "new story"?

6月9日晚,B站公布2022年第一季度财报,营收50.54亿元同比增长仅30%,创3年来最低增速记录,而调整后净亏损16.5亿元,同比扩大85%.


From the perspective of revenue structure, advertising and e-commerce revenues of the original main revenue business were affected by the epidemic in Shanghai, of which advertising revenue of 1.04 billion yuan has been the lowest growth rate of the business in recent years. Previously, there have been media reports that the UP main incentive, which accounts for most of the "income-sharing expenditure" in bilibili's financial report, has also shrunk sharply in March this year, as reflected by a number of UP masters.

In the face of the pressure of the epidemic and the growth of users, the issuance of digital collections may also bring cash flow to the pressured bilibili. So far, in the digital collection issued by bilibili, the series of "Tiger" and "Cheers 2022" are 99 yuan, "Cheers!" Beijing Opera costs 299 yuan, and the 10th Anniversary of Ling Kite costs 399 yuan, and the number of releases is mostly about 2000, 000, 000.

It is worth pointing out,Prior to this, bilibili, together with the Singapore team CryptoNatty, issued a total of 10000 "Cheers UP" NFT overseas, of which the team reserved 233s and 9767 were issued to the public, each selling at a price of 0.12ewt, equivalent to 2300 yuan.


6

The differentiation risk of domestic Investment in Tibet

Under the hot background of meta-universe, Web3.0 and other concepts, digital collection is becoming "hot cake". According to the statistics of the think tank, the total number of digital collections sold in China is about 4.56 million in 2021, with a total issue value of about 150 million yuan, while the market size of digital collections in China will reach 30 billion yuan in 2026.

Compared with the "non-homogeneous token" NFT based on blockchain public chain, the issuance of digital collection is based on alliance chain and private chain on domestic platform, although it also has the characteristics of "irreplaceable" and "traceability", it has nothing to do with virtual currency transactions, and puts more emphasis on the collection value of digital creation.

It can be predicted that there are more foreseeable investment risks in domestic digital collections that do not emphasize liquidity under the supervision of "NFT financial securitization".

"NFT and digital collections are risky speculations for me. By contrast, NFT is supported by blockchains, and non-public chains are even more frothy for me, making it impossible for me to value public chains, let alone non-public chains." An investor who has long followed NFT told the IT Times.Maybe this bubble will not burst, maybe it will gradually become a new way of investment, maybe it will burst tomorrow, I don't know."

Author / IT Times reporter Cui Pengzhi

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版权声明:IT时报 发表于 2022-06-24 22:46。
转载请注明:数字藏品 B站的“危险”想象力 | ColaBug

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