编者按：一幅可以随便复制的JPEG可以卖7000万美元，一条推文可以卖将近300万美元，一段音频可以卖几千美元……没错，这就是今年陷入疯狂的NFT（非同质化代币），这个硬生生给复制零成本的数字化制造出稀缺性的web 3.0代表，已经站上了Gartner炒作周期曲线的期望膨胀期顶峰。站上顶峰之后就会跌落谷底，但没关系，这个发展轨迹跟以往的互联网一样，Packy McCormick建议你保持开放心态，去实验，并且说早期的鸟儿有虫吃。原文发表在其个人博客上，标题是：Nifty Corporates。篇幅关系，我们分五部分刊出，此为第五部分。
According to the editor: a JPEG that can be reproduced randomly can be sold for $70 million, a tweet can be sold for nearly $3 million, and an audio piece can be sold for thousands of dollars... Yes, this is the crazy NFT (unequal proxy), a hard birth that creates a scarce web 3.0 representative, who has already risen to the height of the expected boom in Gartner’s cyclical curve. After the top of the station, but it's okay, as with the previous Internet, Packy McCormick suggests that you keep an open mind, go experiment, and say that early birds have worms. The original text is published in his personal blog under the title: Nifty Corporates, which we publish in five parts, and this is part five.
如何思考企业会怎么利用 NFT呢？看法之一是每一家公司都会开始像视频游戏公司一样的赚钱，企业会往自己的产品体验添加战利品盒、皮肤、游戏赚积分、表情包等。但实现还有一段路要走。
How can you think about how a company would use NFT? One idea is that every company would start making money like a video game company, and companies would go through their own product with booty boxes, skin, game credits, emoticons, and so on. But there's still a way to go.
很明显，品牌现在还处在NFT 的试验阶段。这个阶段的目的是抓取眼球，学习新技术，并开始构想新的用例。VISA 和 漫威的案例表明，买卖 NFT 对企业是有利的，他们的成功会吸引更多对NFT采取观望态度的公司。
Clearly, brands are still in the pilot phase of NFT. The aim of this phase is to catch eyeballs, learn new technologies, and start thinking about new examples. The VISA and Manchuria cases show that buying and selling NFT is good for businesses, and their success will attract more companies that look at NFT.
为了从营销和好奇过渡到根本性的新商业模式，企业需要了解 NFT 怎么跟自身的特定业务融合，并就如何进入这个领域做出决定。
In order to move from marketing and curiosity to a fundamental new business model, businesses need to understand how NFT integrates with their particular business and make decisions about how to enter the field.
比方说，漫威决定在相当封闭的VeVe生态体系里面去销售数字藏品NFT，这个决定跟他们选择在封闭的《堡垒之夜》生态体系卖漫威皮肤如出一辙。这两者都是新的收入来源，但未必是新的商业模式。看看像漫威这样拥有高价值IP的公司什么时候允许自己的东西在更开放的生态体系里面销售会很有趣，这样一来这些东西就可以在 web3 上交易和使用了。开放元宇宙的承诺是，你可以在OpenSea上购买美国队长的皮肤，然后再Decentraland 、Sandbox、堡垒之夜以及你在网上穿越的任何地方穿戴。
For example, it would be interesting to see when a company with high-value IPs like Manchuria would allow its own things to be sold in a more open ecosystem, so that they could be traded and used on the web3. The open-cosmos promise is that you can buy the skin of the captain of the United States on OpenSea, then Decentraland, Sandbox, Fortress Night and anywhere you travel online.
可口可乐的试水，虽然目的是为了营销、实验与慈善而不是收入，但它是在OpenSea上进行的，那些NFT的所有者可以在自己选择的任何地方炫耀自己的藏品，不管是Rainbow、 Cyber还是Gallery都行。
The Coca-Cola test water, although intended for marketing, experimentation and charity rather than income, was carried out on OpenSea and the owners of NFT could show off their collections anywhere they choose, whether it be Rainbow, Cyber or Gallery.
我希望更多的公司选择用开放的生态体系出售产品，而且随着时间的推移，这些生态体系能变得更具互操作性。Shopify与Sweet的合作也许是一条可行的路子，品牌可以通过比较熟悉的Shopify店面，支持信用卡交易，但为客户提供ERC-721 NFT可在以太坊钱包与画廊展示，并且可以在OpenSea这样的交易市场交易。RareCircles也将让品牌通过熟悉的电子商务界面铸造和销售 NFT，而且支持多种货币。
I hope that more companies will choose to sell their products in open ecosystems, and that these ecosystems will become more interoperable over time. Shopify’s collaboration with Sweet may be a workable path, with brands supporting credit card transactions through a better-known Shopify shop, but providing customers with ERC-721 NFT can be displayed in Ether’s wallets and galleries, and can be traded in markets like OpenSea. RareCircles will also allow brands to forge and sell NFTs through familiar e-commerce interfaces and support multiple currencies.
*来源：RareCircles
早期的创作者和企业会意识到 NFT 有几个关键优势：
Early creators and businesses will realize that NFT has several key advantages:
边际成本低。一次创作，便可以几乎为零的边际成本卖出成千上万份。
Marginal costs are low. Once you create, you can sell thousands of copies of a marginal cost that is almost zero.
环保。NFT 不用制造和运输实物就能让粉丝买到身份和数字体验。随着以太坊转向使用权益证明的Eth2，NFT 会变得更加环保。
Environmentally friendly. NFTs can buy identities and digital experiences without manufacturing and transporting objects. NFTs will become more environmentally friendly as the community moves to use Eth2.
互联网原生。我们的身份正在日益在网上形成，NFT则可以让大家在新的数字环境下炫耀自己的身份。无论是通过Instagram还是 web3 平台，品牌会努力成为粉丝在线身份的一部分。
Our identities are becoming more and more online, and NFTs can make people brag about their identities in new digital settings. Whether through Instagram or web3 platforms, brands will try to be part of a fan online identity.
直接面对化身（Direct-to-Avatar）。由 Crucible 创始人 Ryan Gill 创造的直接面对化身经济将上述所有因素结合成了一个高利润、低环境影响、数字原生的商业模式，让创作者和品牌都能获得更高的利润。
The direct face-to-Avatar economy, created by Crucible’s founder, Ryan Gill, combines all these factors into a high-profit, low-environmental, digital-based business model that allows creators and brands to earn higher profits.
但这只是开始，就像杰夫·贝索斯意识到在网上卖书行得通那样。慢慢地，个人、企业以及 web3 原生公司将会想出唯有 NFT 和 web3 的独特能力才能支持的新体验和商业模式。能想到的有这么几种可能性：
But this is just the beginning, just like Jeff Bethos realized that selling books online would work. Slowly, individuals, businesses, and web3 raw companies will come up with new experiences and business models that can only be supported by the unique capabilities of NFT and web3.
NFT控制的新品上市。Supreme 的粉丝还有球鞋迷愿意花好几个小时甚至好几天的时间在线上或线下排队等待上新。如果我们把这种权利只面向拥有某些限量版NFT 的人开放会怎样？就像任何 NFT 一样，这种资格可以通过早期采用和努力用低廉的价格获得，要么等到后面再跟风的话花费就要高得多。这些 NFT 就将意味着品牌可以收获高利润的收入与忠实的客户，而消费者则收获便利、权利、地位以及可交易的资产。
New items controlled by NFT are listed. Supreme fans and shoe fans are willing to spend hours or even days in line or lined up for new ones. What if we open this right only to those with certain limited versions of NFT? Like any NFT, such qualifications can be obtained at a low price by early adoption and effort, or much more expensive by waiting for the wind to follow.
NFT跟实物购买结合。Legitimate就为品牌提供了一种简单的手段，可以让买家在购买实物时提供相应的NFT。买东西送限量版 NFT，或者让实体商品的所有者获得独家的数字体验。这可能代表着所购买商品的数字孪生——在物质世界（meatspace）买了一双耐克就赠送一双NFT版的耐克，让你可以穿着到元宇宙（Metaspace）里面摇滚。在某些情况下，数字版的NFT 可能会变得比你买的实体商品还要值钱，基本上相当于付钱给消费者让后者买自己的产品。
The NFT is combined with in-kind purchases. Legitimate provides a simple tool for brands to provide buyers with the corresponding NFT when buying in-kind. Buying a limited version of NFT, or giving owners of real goods an exclusive digital experience. This may represent a digital twin of the goods they buy – buying a pair of Nike in the material world – and giving you a pair of NFT versions so that you can rock in the metaspace. In some cases, a digital version of NFT may become more valuable than the real goods you buy, basically equivalent to paying consumers to buy their own products.
早期采用者的标志物。新品牌需要一点手段来引导早期的需求并建立忠诚度，而不是把所有的钱都花在 Facebook 和 Google 广告上。DTC球鞋新品牌可以将NFT跟在球鞋的线上购买捆绑在一起，这种情况越早买就越稀有，或者甚至你的客户编号都可以拿来炫耀。这个怪异的Allbirds #1 NFT对于某些群体来说就是一个很酷的地位标志。
An early adopter's logo. The new brand needs a means to channel early demand and build loyalty instead of spending all the money on Facebook and Google ads. The new DTC shoe brands can tie NFTs to the line of the shoes, and the sooner they are bought, the more rare they will be, or even your client numbers will show off. This weird Allbirds #1 NFT is a cool status sign for some groups.
NFT把控的社区。企业还可以向用户发放 NFT，授予他们访问 NFT把控的社区和体验的权限。如果有的人只想买东西，不想要访问权限的话，他们可以把手上的 NFT打折卖给只想要访问权限不想要产品的人。
Companies can also distribute NFT to users, giving them access to NFT-controlled communities and experiences.
售票与体验 NFT。五年之内，需凭票进场的活动或音乐会都会搞NFT。就像大家会收集门票一样，NFT会成为我们所做事情的实时日记。
Ticket sales and experience of NFTs. Within five years, an event or concert with a ticket is going to have an NFT. Like you collect tickets, NFT will be a real-time diary of what we do.
可以做的可能性太多了，这些只是其中的几种。新技术（如互联网或 NFT）的美妙之处在于，它们变成了数百万创业者可以在此基础上做事情的新基元。他们将一起走进实验室，然后想出今天任何人做梦都想不到的新产品和商业模式。
The beauty of new technologies, such as the Internet or NFT, is that they become the new base on which millions of entrepreneurs can do things. Together, they walk into the lab, and they come up with new products and business models that no one can dream of today.
目前可以知道的是，NFT 相对于实体产品具有结构性的成本优势，它们（以及其他的 web3 工具，如社区代币）可以引导网络效应并增加转换成本，并且随着网上展示和使用 NFT 的地方越来越多，在最忠实粉丝的支持下品牌将会在元宇宙传播。在某些情况下，就像早期CryptoPunks 的采用者一样，这些粉丝可能会因为自己的努力而获得经济回报，或者他们可能只是获得了那种无形的满足感，当所有人都在吹捧他们喜爱的事物时，他们仿佛听到的是对自己品味的欣赏。
It is now known that NFT has a structural cost advantage over real products, that they (and other web3 tools, such as community tokens) can direct network effects and increase conversion costs, and that brands, supported by the most dedicated fans, will spread in the meta-cosm as more places are shown and used online. In some cases, as early CryptoPunks adopters, these fans may receive economic rewards for their efforts, or they may just get the invisible satisfaction that when everyone boasts what they love, they seem to hear an appreciation of their taste.
不管未来的具体情况如何，在我看来，对NFT期望的膨胀期到达巅峰只是它价值创造的开始。
Whatever the circumstances of the future, it seems to me that the booming period expected of NFT is only the beginning of its value creation.
我们正处在企业采用 NFT 的必胜客阶段。
We're in the final stages of adoption of NFT by the company.
随着越来越多的公司开始尝试运用NFT这样的web3 技术，不可避免地会出现一些早期实验，如像必胜客在1994 年进行的PizzaNet，现在回想起来还会令人发笑。
As more and more companies begin to try to apply Web3 technologies such as NFT, there will inevitably be some early experiments, such as the PizzaNet, which was carried out in 1994 as a winner, and now it will be funny to recall.
*资料来源：必胜客
今天的一些企业所进行的web3尝试将来我们再回想起来无疑也会显得很愚蠢。大家越来越担心很多NFT 交易者其实是在“粉饰行情”，也就是左手进右手出，自己内部交易抬高价格，然后再卖给傻瓜。也有传言称 NFT 被用于洗钱，这种说法也有一定的道理。会有公司发布一些完全是很可笑的 NFT 项目，为的是让自己看起来很酷以及从这种趋势中获利。
There are also rumours that NFT is being used to launder money. There are companies that publish completely ridiculous NFT projects to make themselves look cool and profit from this trend.
这当然会受到嘲笑。项目会爆掉。很多项目的价格会跌，让所有者亏很多钱。小贩会利用这个新世界。会发生不好的事情。看好 NFT 并不意味着相信所有的NFT都只涨不跌。但那些光盯住失败和缺点的人会只见树木不见森林，错过了一个奖励早起的鸟儿的领域。
This would certainly be ridiculed. The project would explode. The price of many projects would fall, causing the owner to lose a lot of money. The peddler would take advantage of the new world. Bad things would happen. Watching NFT does not mean believing that all NFTs will just rise or fall.
因为对于每一个必胜客网站来说，也会有出现像Domino’s这样的成功案例，后者的股价自 2004 年以来已经上涨了 3601%，这在很大程度上要归功于它采用网上订购、移动化，当然了，还有Pizza Tracker 等新技术的能力。
Because there are also success stories like Domino's for every winning website, whose share price has risen by 3601% since 2004, thanks in large part to its ability to adopt new technologies such as online ordering, mobileization and, of course, Pizza Tracker.
*资料来源：Yahoo! Finance
企业对早期互联网的使用也是作为营销手段。公司需要一个.com 来表明自己在紧跟潮流，并为消费者提供一个了解更多信息的地方。
Business uses the early Internet as a marketing tool.
然而，在这二十年期间，互联网已经发展成为商业的必需品。它改变了品牌的销售方式，甚至改变了他们卖的东西。如果没有互联网的话，Spotify 、Netflix、亚马逊、Stripe、无数的SaaS公司、Instagram 、Epic Games、Airbnb 、Uber以及当今成千上万最大、发展最快、最具影响力的公司都不可能存在。互联网是一个新的基座，在它上面涌现出了各种令人难以想象的创新。
However, over the two decades, the Internet has evolved into a business necessity. It has changed the way brands are sold, or even what they sell. Without the Internet, Spotify, Netflix, Amazon, Stripe, numerous SaaS, Instagram, Epic Games, Airbnb, Uber, and thousands of the largest, fastest-growing and most influential companies of our time cannot exist.
同样地，当今企业对 NFT的使用也主要是作为营销工具。他们正在试验，在测试元宇宙的形态，在设法跟上这个领域令人头晕目眩的创新步伐。但企业的进入是个好兆头。这是NFT 还将继续存在的又一个指标。
Similarly, the use of NFT by companies today is mainly as a marketing tool. They are experimenting, testing meta-cosm patterns, trying to keep pace with dazzling innovations in this field. But business entry is a good sign. This is another indicator that NFT will continue to exist.
在接下来的 20 年里，NFT 会从新奇变成平常。我想到时候当我们再回顾这段时间时，大概会想知道，在没有数字所有权、没有一个流动的、永远在线的全球市场，东西没有体验植入的情况下，商业是怎么做得下去的。就像互联网一样，那些摒弃 NFT 和 web3 的公司将被时代摒弃。
In the next 20 years, the NFT will turn out to be normal. When we look back at this period, I think it will be interesting to know how business works without digital ownership, without a mobile, forever online global market, without experience of implantation. Like the Internet, companies that reject NFT and web3 will be rejected by the times.
新的 web3公司与DAO 正在形成，未来它们的市值将达到数千亿美元。这是必然的。在新范式中诞生的新公司会创造出新价值，并且攫取其中的很大一部分。但是，运用新工具来调整自己的激励措施、跟客户共同分享价值并创造新体验的新老既有企业也会从中受益。他们会在前互联网企业的墓地那里学会什么叫做不适者淘汰。这可能需要放弃一些控制权，让消费者来塑造你的品牌叙事，但回报可能会超过风险。
New web3 companies and DAOs are emerging, and their future market value will reach hundreds of billions of dollars. That is inevitable. New companies born in the new paradigm will create new value and capture a large part of it. But, also, new tools to adjust their incentives, share value with their clients and create new experiences, old and old businesses will benefit.
如果你现在感觉很疯狂的话，没错，就是这种感觉。但炒作会消退，会被真正的价值创造取代。炒作周期曲线就是这么运作的。跟以往一样，建议你保持开放心态，去实验，开始参与进来。如果你正在看这篇文章的话，现在上车还来得及。因为站上山顶只是个开始。
If you're crazy right now, that's what it feels like. But if it goes away, it'll be replaced by real value creation. That's how the cyclical curve works. As always, it's recommended that you keep an open mind, go experiment and start participating. If you're reading this article, you can still get in the car. Because it's just the beginning.
译者：boxi （原标题：NFT站上炒作巅峰，企业开始入局，Web 3.0要到了吗？）
Translator: boxi original title: NFT at the top of the list, business start-up, Web 3.0 coming?
注册有任何问题请添加 微信：MVIP619 拉你进入群
打开微信扫一扫
添加客服
进入交流群
发表评论