Compared with the pursuit of overseas NFTs by various capitals, celebrities, and developers, and the endless stream of innovative project gameplay, people's attention seems to have shifted from the artistic essence of an NFT to the "floor price" and market value. People want to play with the "blockchain" in a more "artistic" way. On the one hand, he can "accidentally" earn fame and interests, and on the other hand, he can proudly express his "artistic cultivation" to his social circle.
As for digital collections, this new form with more "Chinese characteristics", its concept was also officially proposed in October 2021 under the supervision of the state. The NFT words on domestic NFT distribution platforms are all changed to "digital collections", which is different from physical cultural creations. Products, based on blockchain technology, are divided into two types: blockchain works copyright and blockchain digital publishing products. The unique digital certificate generated corresponding to a specific work and artwork can realize digital distribution on the basis of protecting its digital copyright.
Current status of the digital collection industry
In the past two years, digital collection platforms have emerged one after another, and famous companies, banks, and official institutions have entered the market one after another. From the digital collection platforms deployed by leading Internet companies in China, including Ant, Tencent, and JD.com, to the Yuan Vision and Bilibili digital collections developed by art media organizations such as Visual China, Heiner Nebula, and bilibili, it is a battle with The consumption boom with the theme of digital IP has become a new trend in the market. Including Bank of Beijing, China Merchants Bank, etc., in order to seize the market in advance and attract new users based on traffic, they have also successively released anniversary-themed digital collections.
Compared with the user scale and development maturity of the overseas NFT market, the domestic digital collection market is still in its early stages, and its popularity and youthfulness are more in line with the consumption needs of contemporary people for limited quantities and reminders of self-worth.
The domestic digital development industry chain is roughly divided into the infrastructure layer-chain and distribution platform, or the project creation layer-IP. At present, the underlying blockchain technology of the basic layer has a certain foundation due to the development advantages of the blockchain global market. At present, the digital collections in the domestic market are mainly digital cultural and creative products of cultural relics rich in Chinese cultural art, such as the 12 beast heads of Simingyuan, intangible cultural relics cloisonné, commemorative badges for the Winter Olympics, the museum series of Avalokitesvara, and the rare beasts of the Temple of Heaven, etc. There are also digital art collections with more contemporary characteristics that integrate physical scenes and virtual elements from other countries, high-quality IP, and artist works.
Now, with the continuous improvement of national supervision and the opening of policies, the emergence of digital collections has also brought new transmission paths and marketing channels for traditional culture, entertainment and other industries.
Shenyuan-an exclusive digital collection distribution platform for film and television culture IP
Domestic digital collections are different from the overseas NFT market. The main market is dominated by avatar works, which empower more social value and form a social business card belonging to contemporary digital identities. Domestic digital collections are mainly concentrated in collections of cultural relics and intangible cultural heritage. This type of artwork has a very strong cultural heritage and historical significance, giving traditional culture a new way of inheritance, and through the most popular traffic portal in the contemporary era, more People can see the prosperity and magnificence of the era, as well as the reflections belonging to each era.
Shenyuan , an exclusive digital collection distribution platform for film and television culture IP. Build a distribution platform for digital artwork and digital ticketing, which will be officially launched on October 20.
Shenyuan is committed to creating a comprehensive business model integrating IP resource aggregation authorization and digital collection distribution, focusing on the digital creation of film and television culture IP, derivative artwork and content creation, ticket chain casting and other new marketing methods around the promotion of film and television IP, attracting More high-quality traffic users will allow film and television IP to be traced, confirmed, collected, and traded, creating digital content assets for film and television culture IP, improving the liquidity of digital content, empowering the film and television industry, and creating a creator economy. At the same time, it also provides a platform with higher traffic and value for more film and television artists, exploring and realizing a new era of marketing in the film and television industry.
Due to the epidemic, the development of the film and television industry, which relies on offline publicity, has stagnated. Due to the prevention and control restrictions, many theaters and start-up dramas have canceled offline viewing and activities. This has also led to the loss of a channel for film and television IP producers to absorb traffic. . And because of this, film and television art no longer only relies on offline publicity and release. The online paid viewing channels of various video platforms and live broadcast interaction have once again driven more traffic and increased user stickiness. What users pay for can be a single platform or a single film and television resource, or a series of film and television content similar to bloggers, to achieve a wider dissemination of film and television IP works, and indirectly meet the multi-level needs of consumers. This change in the form of the industry has also laid a great flow foundation and value for digital collections. In addition to the IP itself, it is also possible to produce related content works and derivative series for star artists and artists who play the works, which greatly enriches the digital content. Resources and dissemination needs, but also provide more collectors or enthusiasts with a two-way way of value acquisition and value output.
The emergence of Shenyuan not only realizes a new model of IP aggregation + IP authorization + platform distribution + project operation, but also provides customized services for the dissemination of film and television culture IP digital content and a closed-loop model of digital ticket distribution, and at the same time gathers top domestic film and television culture IP resources Content, realize the deep integration of traditional operation + digital operation, and provide more possibilities for its digital collection distribution, asset management, marketing, application scenario empowerment, content derivative dissemination, etc.