Who will be the final winner in the battle of more than 300 digital collection platforms?

The rise of the domestic digital collection market began with the outbreak of the metaverse concept in 2021. This year, major manufacturers have stepped down to test the waters. In June 2021, Ant Group launched the digital collection platform Jingtan. Before that, Alibaba, which was established in 2007, The auction has completed the first auction of digital collections; in August, Tencent launched the digital collection platform Magic Core.

The time has come to 2022. At the beginning of the year, Baidu and Netease successively announced their digital storage platforms Baidu Superchain and Netease Planet. On January 5, half a month before the two official announcements, OpenSea , the world's largest NFT trading platform, announced Completed a C-round financing of up to US$300 million, and the valuation soared to US$13 billion.

As the value of super NFTs such as CryptoPunks and BAYC continues to soar, OpenSea will occupy almost all of the global market share in 2021. This NFT platform, which was founded in 2017, has transformed into a unicorn worth tens of billions of dollars from its birth. , in just 4 years.

The success of the pioneers is like throwing a stone into water. According to statistics, as of February this year, there were less than 100 digital collection platforms in China. Today, less than 3 months later, the number of digital collection platforms in China has exceeded 330. At the same time, the only art , Bigverse and other platforms have successively announced the completion of tens of millions of yuan in financing.

Source: Yuan Spaceship Number Tibetan Ship

On April 22, Zhejiang's first state-owned digital collection platform "Xuji Shuzang" was officially launched. In addition, Shandong's first state-owned digital collection platform "Seal Shuzang" was officially launched (Shandong Internet Media Group and Shandong Cultural Property Rights Jointly created by exchanges). Not long ago, the digital collection platform "Youdun Digital Collection" under the State-owned Assets Supervision and Administration Commission also announced that it will be launched soon.

With the development of the digital collection industry, we have glimpsed state-owned capital, Internet giants, listed companies, etc. from the increasingly diverse subjects behind the ever-increasing number of digital collection platforms.

State-owned capital first entered the Shuizang platform by investing in shares. The One.art, which was launched in May 2021, received an angel round investment of tens of millions of yuan from Dunhong Assets in September 2021. A round of financing of tens of millions of yuan has been completed, and the proportion of Chinese capital holdings has increased in this round of financing.

State-owned assets have significantly accelerated the development of the digital Tibetan platform. In the first quarter of this year, the two digital Tibetan platforms that completed tens of millions of financing: Weiyi Art and Bigverse can be found behind the state-owned assets. However, as state-owned assets enter the digital Tibetan platform in person, it is conceivable that the state-owned assets platform with a large number of cultural resources and background endorsement advantages will squeeze the existing platforms to a certain extent in terms of compliance and content value.

But this does not mean that state-owned platforms can easily seize the market. In addition to state-owned assets, a group of large platform manufacturers in China with a large user base and IP resources have basically completed their layout in the field of data and Tibet, including the most advanced military Alibaba and Tencent of the digital Tibetan platform.

Due to the combined effects of some macro policy factors and market objective factors, China's blockchain has not yet formed a public chain with a large scale and deep influence. The blockchains used by major platforms are not the same, and several major Internet companies and platforms have emerged. Consortium chains, including Alibaba's Ant Chain, Tencent Zhixin Chain, Baidu Super Chain, NetEase Blockchain, Bilibili High Energy Chain, JD Zhizhen Chain, Mango Light Chain, etc.

Tencent Zhixin Chain was initiated and established by Tencent, China Net Security, and Beiming Software, and Tencent relied on this chain to integrate its resources in the field of entertainment, including Magic Core, QQ Music (TME Digital Collection), Qidian Reading, Cool The digital collections of platforms such as Gokuchaowan are uploaded to Xinlian.

Baidu Super Chain is the underlying blockchain technology that Baidu has open-sourced and independently developed. The current on-chain platforms include Baidu Super Chain, Dongyi Yuandian, Wanka, Yuansu, Liangzang, etc.

AntChain is developed by Ant Group, and its on-chain platform is also audited by Ant Group. Currently, AntChain’s on-chain platforms include Whale Explorer, Ali Auction, Seventh Level Universe, Yihua, Blue Cat Digital, Hyperdimensional Space, Ninth Space, and Mysterious Oasis , Guizang Metaverse, etc.

In addition to the big factory alliance chains mentioned above, the current domestic mainstream blockchains also include BSN, which is planned, developed and deployed by the National Information Center, China UnionPay, and China Mobile. wait. In addition, there is also the public chain Conflux (tree map chain) developed by the team of Long Fan and Yao Qizhi. Due to the decentralized nature of the tree map chain, the quality of the platforms on the chain is uneven. Currently, the on-chain platforms include Shuangjing Museum, Yuan Algebra collection, unbounded digital collection, thin box, avalanche technology, star map bit, oDin metaverse and so on.

In April, a number of digital collection platforms opened up the transfer function, including Hongdong Digital Collection, Yuan Vision, TME Digital Collection, Bilibili Digital Collection, Xingyun, Toad Palace, Huanzang Art, Light Chain and other platforms. At the same time, collectors flocked here at the beginning of the year, and it was hard to find any digital collections. The grand occasion has become a thing of the past. Including Magic Core, Tao Piao Piao, Yuan Vision and other platforms, digital collections have been unsalable. Condition.

The transfer of digital collections is a type of digital collection transaction with Chinese characteristics. Previously, due to the strict control of the financial attributes of digital collections, digital collection platforms were not allowed to open the secondary trading market for collections. Therefore, some platforms used the name of donation to avoid risks and achieve secondary transactions. At present, at the national regulatory level, the policy has recognized the value and development prospects of digital collections, but still severely cracks down on the hype of digital collections.

In September last year, the central bank issued the "Notice on Further Preventing and Dealing with the Risk of Hype in Virtual Currency Transactions" (hereinafter referred to as the "Notice"). The "Notice" clarified that virtual currency-related business activities are classified as illegal financial activities; In order to reduce the risk of hype, it is necessary to severely crack down on illegal financial activities related to virtual currency; in addition to the virtual currency itself, the scope of supervision also covers "virtual assets", "encrypted currency" and "encrypted assets".

At present, most of the domestic digital storage platforms, including top platforms, can carry out secondary transactions through transfer and consignment.

For investors, whether it is real estate or collectibles, the appreciation space of assets is one of the important reference factors for purchasing the assets, so commodities with secondary transaction value will be their preferred targets; for the platform side , the existence of commodities that can be traded twice will attract more investors to make "value investment", and the IP side will choose the basic disk with larger traffic to launch.

However, whether it is a secondary transaction through transfer, consignment, etc., or other secondary transactions, it must be carried out within the scope of national policy regulations. The important responsibilities and obligations of the platform, only in this way can the digital collection industry develop better.

The development of the digital collection platform industry is extremely fast, and it has begun to take shape in just a few months. After the extensive platform expansion, it is necessary to refine the vertical collection categories of the platform, quantify the collection pricing, and optimize the enabling mechanism. Complete.

At present, some domestic digital collection platforms are already focusing on a certain vertical collection:

For example, the collections of history museums: a large part of the digital collections sold on domestic platforms are from history museums, and platforms such as Whale Explorer, Magic Core, Qianxun Shuzang, Qin Chu, Seventh Level Universe, Hi Yuan Universe, and UTONMOS are all A large number of such digital collections have been released, and UTONMOS also cooperates with overseas history museums to release digital collections.

In April, Hi Metaverse and Magic Core also "crashed" the same digital collection, and then both announced the termination of the sale of the digital collection.

In terms of digital collections of art works: Meta, Art Meta, Xinshuyuan, umx art, Xixiang and other platforms sell paintings, Whale Explorer and Magic Core are also releasing artworks, and Xinshuyuan focuses on digital collections of Chinese calligraphy and painting platform.

From the perspective of art investment, the works of famous art masters are generally of collection value, but the "art masters" sold on some platforms are actually not famous (you can benchmark internationally famous art NFTs, such as the works of Takashi Murakami), On the one hand, the artist himself is not well-known, and his works cannot bring a large audience. On the other hand, the content expression and use value of the works are not high, and basically do not have the use value of personal collection.

IP derivatives: creations based on IPs such as myths, intangible cultural heritage, and novels are also a major choice for the platform to sell digital collections. The digital collections sold on platforms such as Baiguwang Digital Art, Qianxun Novel Collection, Box Box, Same Art, Seventh Level Universe and other platforms are mainly of this type, but this kind of culturally derived digital collections are not as attractive to consumers. Gao, even if major Chinese media such as China News Network release collections, they cannot be sold out immediately.

In addition to clarifying the positioning of the platform, it is also very important to empower the collections of the Shuzang platform. Currently, there are several types of empowerment in the market including:

Send entities: After collecting all items, they can be exchanged for physical items. This kind of empowerment is the most common. For example, in the early days of "Falling Sky", the digital collection of Pepeka cards released by 4chan will give away a physical card, but for digital collections, the more valuable ones should be the ones on the chain. A string of codes, so this type of empowerment has no reference value.

Synthesis + Concealment: The most well-known example should be the MAYC "Mutant Ape" synthesized by the serum released by BAYC "Boring Ape". Among them, M3 level serum can synthesize ultra-rare brand-new mutant apes. There are also platforms in China that use this kind of empowerment. This kind of empowerment brings considerable economic benefits and traffic effects.

Provide digital collection rights: Some platforms will directly airdrop, for example, if you own digital collection X, the platform will send you an empty box after a while; or after consumers buy the collection, the platform promises that consumers have the right to purchase other digital collections first.

Generally speaking, the digital collection platform has basically completed the first stage. The demarcation point lies in how the platform quantifies its own advantages, upgrades the gameplay, attracts traffic, and revitalizes the pool. The platforms of leading manufacturers do not need to worry too much about the traffic. But the tail platform is bound to have a bloody storm.

In addition, due to the rapid development of the market, a large number of leather bag companies and unqualified platforms are also emerging. Such platforms are bound to be eliminated, but before that, we must be careful not to step on the pit.