your current location is：Home > Finance > depthHomedepth

　　“NFTs are like buying paintings,” David told his audience in the Twitter chatroom Spaces. “Be the ones who can discover Van Gogh.”

　　Using the wealth myth of NFT holders as a foreshadowing, David introduced the protagonist of the live broadcast in a timely manner: a new NFT on the shelves of a project, limited to 100. "I am honored to be the earliest owner, and my avatar is NFT." David said, "As long as more people join in, the price of NFT will be higher. I have confidence in this project."

　　Few people would have thought that a year ago, the protagonists of David's Douyin live broadcast were jeans wholesaled in Guangdong and accessories supplied by Yiwu. In May of this year, he received a notice from his company: "We are starting to bring NFTs."

　　NFT, Non-Fungible Token, means non-fungible token - even after checking Wikipedia, David still can't imagine: "Why can a picture sell for such a high price?" He doesn't understand what "on-chain" is , and regards Opensea, the world's largest NFT trading platform, as a shopping platform similar to Taobao, with the difference that "you cannot pay in RMB, you must first convert it into virtual currency." But in David's understanding, NFTs are commodities similar to gold: "As long as it is possible to make money, there will be a market."

　　The picture shows a popular NFT project. The first on the right is the "boring ape" held by celebrities such as Jay Chou, Curry, and Li Ning. The floor price once reached 156ETH, which was equivalent to about 2 million yuan at that time. Source: Opensea official website

　　After practicing for 3 days according to the SOP (Standardized Operation) manual given by the project party, David registered his Twitter and started regular AMA (Ask Me Anything) live broadcasts - this is the largest traffic entry for NFTs.

　　David is not alone. Since Q2 this year, many NFT project parties have delegated the marketing and sales links to MCN institutions (Multi-Channel Network), and their professional e-commerce anchors will conduct project promotion and sales. In April of this year, NFTMart, an NFT trading platform based on the public chain Polkado, signed a cooperation agreement with MCN, a major online celebrity live broadcast business. The NFT project Angrycat also invited many domestic KOLs to help on Twitter with the method of "follow + lottery" Drainage propaganda.

　　Even if the future of "live streaming + NFT" is not yet clear, the entry of e-commerce anchors seems to give off two signals. On the one hand, the traffic dividends of domestic platforms such as Douyin and Kuaishou are gradually fading, and anchors urgently need to find the next traffic outlet.

　　Different industries, the same traffic anxiety

　　"Live e-commerce is getting more and more difficult to do." Many anchors have the same feeling as David. In the first half of this year, even if the live broadcast continued for 6 hours, less than 10 customers placed orders in David's live broadcast room, and the daily turnover was only about 700 yuan.

　　From 2021, it has become an industry consensus that the platform traffic dividend will subside. According to Kuaishou’s 2021 Q4 financial report, compared with Q3, Kuaishou’s DAU and MAU grew by only 0.8% and 0.5% month-on-month, and the growth was almost stagnant. Coincidentally, an employee of Douyin DAU’s ByteDance commercialization department told 36Kr that the current user growth of Douyin is weak, and the effect of customer purchases has been minimal, “you can only continue to create new application scenarios for customers.”

　　Looking for new traffic outlets has become the way for anchors to survive. An English teacher who switched from paying for knowledge told 36氪 that her reason for stepping into the NFT army is to accumulate resources for the future to jump ship to the financial field: “It’s hard to get new ones doing live broadcasting now, if you have a resume on your resume, With a period of NFT experience, others will think you are very forward-looking."

　　For Davids, the capital accumulation of job-hopping is far less attractive than that of hot money. The price of an AMA event with more than 50 listeners is worth the income of two months of David's live broadcast.

　　The model of live delivery + NFT is more like two industries facing a small winter to warm each other.

　　As crazy as the wealth creation myth last year, this year's NFT bubble is so fragile. The "bear market" of cryptocurrencies in May this year caused the prices of many NFT projects to plunge, and a large number of holders chose to sell in a timely manner. Data shows that Opensea’s transaction volume on May 19 was about $37.67 million, down about 92% from May 1.

　　"It's numb." An investor who bought the popular NFT project Azuki watched the floor price drop by nearly 40% from its peak. As for the boring ape held by Jay Chou, Li Ning, etc., the floor price dropped from 156 ETH in early May to around 98 ETH in mid-May. Statistics from Opensea show that since May, the floor prices of most popular blue-chip projects have fallen by more than 50% from their historical highs.

　　In such a cold winter, NFT project parties urgently need a large number of receivers to pull back a round, and the private domain traffic brought by anchors and Internet celebrities is a good entrance. An NFT project manager believes that promoting private domain traffic can reduce the upfront cost of building trust, and "fans are more willing to pay for new things."

　　An NFT promotion quotation that has been confirmed to be more credible by industry insiders on Twitter reveals that the "Internet celebrity + NFT" model has long been prevalent overseas. The quotation shows that the price of a tweet from a small coffee blogger is more than 100 US dollars, while the price of KOL in the cryptocurrency circle ranges from several hundred to tens of thousands of US dollars. Actress Lindsay Lohan, who played the protagonist twins in the movie "Born to Be", is also on the quotation, and she can offer a price of $25,000 for an NFT promotional tweet.

Quote for NFT promotion posted by Crypto Watch blogger @ZachXBT. Source: Twitter @ZachXBT

　　In China, although the "live streaming + NFT" model is still in the experimental stage, the cold winter has made it very fast. In June, a Hangzhou MCN manager received promotion orders from four or five domestic and foreign NFT projects: "They don't care about spending more money on bringing goods, the key is to attract a wave of consumers to pay first, and then live. "

　　Return to rationality, return to "small but beautiful"

　　"Blind cat meets dead mouse." David described the relationship between the audience and himself.

　　In his Twitter Spaces, an average of more than 50% of the listeners are like him, "Xiaobai" who are in the "NFT blind spot", "I still don't know how NFTs appreciate. As soon as my listeners enter Twitter Spaces, Q: Can (NFT) appreciate faster than gold?”

　　The anchor of "Xiaobai" seems to be a farce to the audience of "Xiaobai", but it may be able to inject a lively spring into the gradually quiet NFT ecology.

　　On the one hand, the addition of anchors builds the foundation of the community on a broader traffic pool. A major advantage of the anchor is the private domain of fans, which greatly reduces the cost of NFT dissemination in the private domain. At the same time, the audience portraits of the anchors are often "outsiders" who are not familiar with NFTs.

　　Eva, the BD manager of an overseas NFT trading platform, has taken over many NFT projects, but it is even more frightening than the price collapse after the glory. ) and still no one has taken action." Now seeing many anchors bringing goods, Eva felt that "this is a very good entry for NFT to break the circle."

　　At the same time, the anchor who has the talent of simplifying the product introduction, also bears the cost of the NFT project party to educate the audience in disguise. In Eva's view, the most important ability of an anchor is emotional expression: "Compared with starting from scratch, MCN and anchors have a comparative advantage in educating users in new fields."

　　However, the rapid influx of traffic from the live broadcast room makes it difficult for an NFT project not to fall into the situation of "high-rise buildings and high-rise buildings collapse".

　　The 36氪 article “Behind the NFT Explosion: Showing Off Wealth, Leeks and the Metaverse” pointed out that whether it is to change to an NFT avatar or to start a digital art work, how to maintain this “noble” identity label largely depends on the small circle the collective consensus within.

　　Therefore, NFT is like a company that is listed immediately, facing the pressure to maintain the stock price at the beginning of its birth. After eating the initial traffic bonus of the live broadcast room, once the project party does not have mature community operation capabilities, the price of NFT will soon usher in the fate of "debut is the peak" due to the dissipation of consensus.

　　While the need for traffic to heat up the market, many NFT project parties are also wary of new bubbles created by the influx of large amounts of traffic. A cruel fact is that since the "bear market" triggered the NFT sell-off among Chinese people, the project party regards Chinese people who lack a sense of NFT belief as "traffic poison": once the number of Chinese buyers exceeds 30%, it is better not to do the project.

　　For players, the most important question is: Is the NFT project in the live broadcast room worth it?

　　I have to admit that the possibility of running away after the project party "cut the leeks" through MCN still exists. At a time when the market order has not been established, there is a certain threshold for discrimination and analysis of the information expressed by the NFT project party in the live broadcast room-obviously the current "Xiaobai" anchors do not have the mature ability to discriminate. 

　　Eva observed that most of the anchors who are transforming and bringing goods to NFT write Twitter in both Chinese and English, rarely involving industry slang, and the projects promoted are rarely regular, "Real NFT players will have relatively clear preferences, such as fancying a certain project. Fang, artist, or like a certain style, but these characteristics of picking a 'good project' do not exist in the anchor."

　　But an industry consensus is that in the second half of most tracks, it always returns to rationality and returns to "small but beautiful". Whether it is live e-commerce or NFT, the bubble begins to burst, and the market order will gradually be established.

　　"I don't know if I don't touch it," David concluded.