The full name of NFT is Non-Fungible Token, a non-fungible token, which is unique and irreplaceable. The predecessor of its concept is “encrypted card”, which was proposed by senior cryptography expert and early Bitcoin contributor Hal Finney in 1993; and officially proposed by CryptoKitties founder & CTO Dieter Shirley in 2017; in a true sense It started to become popular when Christie’s auctioned NFT in March 2021, making NFT popular abroad and gradually spread to China​.

With the hot of PFP (profile for picture) projects such as CryptoPunk and Ape, more and more international brands have begun to deploy NFT, such as Louis Vuitton, Gucci, Dolce & Gabbana, Adidas, Prada, Burberry, Bulgari, Givenchy, Jacob & CO., Li Ning, Anta, etc., NFT has undoubtedly become the new favorite of many brands.

New technologies and new markets bring new opportunities for brands, so how do we seize this opportunity? Today I will talk about what I think about the new digital marketing trends in 2022: NFT, and how brands can play with NFT and how to use NFT to create new growth space for traffic and revenue for their brands

1. First of all, we need to know who is currently buying NFT

Here, I will analyze datas from multiple dimensions such as Baidu Index, Google Trends, Statista, morningconsult, and Blockchain Cheese “2022 China NFT Investor Crowd Portrait Market Research”, so that we can draw a relative picture on the user portrait. basic conclusion.

Mainland China Market :

Geographical location

Searching for the keyword “NFT” from the Baidu Index shows that the top 6 provinces in China that pay the most attention to the NFT field are: Guangdong, Beijing, Shanghai, Zhejiang, Jiangsu, and Sichuan; the top 6 cities that pay the most attention to the NFT field are: Beijing, Shanghai , Shenzhen, Hangzhou, Guangzhou, Chengdu;

According to the March edition of Blockchain Cheese’s “2022 China NFT Investor Crowd Portrait Market Survey”, the top 6 cities for NFT investors are: Guangzhou, Shanghai, Shenzhen, Beijing, Hangzhou, and Chengdu;

Age

Baidu Index shows that the majority of Chinese NFT followers are 20–39 year olds, and 20–29 year olds are the main force;

According to the March edition of Blockchain Cheese’s “2022 China NFT Investor Crowd Portrait Market Survey”, the highest proportion of NFT investors are: 36.8% of the 31–40-year-old group, and 26–30-year-old group. The ratio was 35.1%, and the proportion of people aged 18–25 was 14%.

Gender

According to one week of Baidu Index data, about 30% of women are interested in NFTs, about 70% of men are, and men are 2.5 times as many as women;

According to the March edition of Blockchain Cheese’s “2022 China NFT Investor Crowd Portrait Market Research”, men account for 75.4% of NFT investors, and women account for 24.6%.

Income

According to the March edition of Blockchain Cheese’s “2022 China NFT Investor Crowd Portrait Market Survey”, there are two levels of income for NFT investors, with 37.5% of those with an annual income of less than 200,000; followed by those with an annual income of more than 1 million The crowd, accounting for 26.8%, most of the million people have experience in cryptocurrency investment.

From the above data, we can draw the following preliminary conclusions about the current dominant population of the NFT buyer market in mainland China:

1. At present, the buyers of NFT in my country are mainly concentrated in first-tier cities and emerging cities with relatively developed economy and culture such as Beijing, Shanghai, Guangzhou and Shenzhen;

2. Those aged 26–40 who have a certain disposable income and understand that cryptocurrencies are the main force for domestic NFT purchases;

3. People aged 18–25 who can quickly learn new things and new technologies and are willing to share on social platforms or communities also provide greater purchasing power for NFT transactions;

4. The audience in my country's NFT buyer's market is quite differentiated in terms of income. Users with an annual income of less than 20W and those with an annual income of more than 100W account for more than 50% of the total audience.

Global Market

The sources of global data mainly come from Google Trends, as well as the research data conducted by two consulting and research companies, Statista and morningconsult, on the US NFT market in 2021. After a year of market development, the market may change, which is for reference only.

Geographical location

According to the annual search data of Google Trend, the top 10 countries and regions in the world that pay the most attention to the NFT field are: Singapore, Hong Kong, China, Canada, the Philippines, Taiwan, Venezuela, Australia, the United Arab Emirates, and the United States;

Age & Gender

According to the survey report [NFT ownership among investors in the United States in March 2021, by age and gender] released by Statistica in April 2021:

People aged 18–34 are most interested in NFTs, and in this age group, men and women have an equal proportion of NFTs, with men accounting for 24% and women accounting for 21%;

At the same time, we can find that the purchasing power of women cannot be ignored. When you include buyers over the age of 35, there will be a wrong conclusion that NFT is a male market; the rise of the popularity of many female NFT projects in 21–22 is also to a certain extent. Prove it.

Income

The same citizen science survey showed that those earning less than $25,000 per year (low income) invested in NFTs equal to those earning more than $150,000 per year (high income). Both of these demographics say they invest in non-fungible tokens.

Respondents with middle incomes ($25,000–150,000) were the least interested, with a whopping 94% not interested in non-fungible tokens at all.

Through the above data, we can draw the preliminary conclusions of the current global NFT buyer market dominant group portrait:

1. China is the largest NFT market in the world, and other mainstream markets are Singapore, Canada, the Philippines, Venezuela, Australia, the United Arab Emirates, and the United States;

2. The main audience of the global NFT buyer market is 18–34 years old, and in this age group, the proportion of men and women owning NFTs is equal, with men accounting for 24% and women accounting for 21%;

3. There are also large differences in the annual income of major investors in global markets.

Through the research, analysis and summary of domestic and overseas data, we can draw the following general conclusions on the “NFT buyer’s market user portrait”:

1. The main purchasing power is distributed in economically developed countries/cities; as well as countries and cities that are open to blockchain technology/encrypted assets;

2. The main purchasing power of NFT is distributed in the 18–40 age range;

3. There is a 2-level differentiation in the main purchasing power income level of NFT, which can be regarded as one of the manifestations of the current social K-type economy to a certain extent;

4. The main purchasing power of NFT is men, but the power of women cannot be ignored either.

2. What application scenarios/landing space does NFT have?

So what are the application scenarios of NFT? Below I will share with you the scene space in my cognition and give an example. Since personal cognition is always limited, you are also welcome to leave a message to add:

1. Ticketing market & anti-counterfeiting market solutions

Ticketing usually includes travel ticketing, scenic spot ticketing, performance ticketing, etc. Overseas markets can even include lottery tickets. People usually have two main starting points for buying tickets, one is for traveling/watching performances/participating in activities; the other is for collection. So how big is the ticket market?

According to the “2021 National Performance Market Annual Report” released by the China Performance Industry Association, the overall economic scale of the national performance market in 2021 is 33.585 billion RMB; this is only part of the scale of China’s ticketing market.

According to Verified Market Research®, the global events industry market size is expected to reach $2,194.4 billion by 2028; a glimpse of the global ticketing market data can be used as a reference.

The huge market space has long spawned many fraudulent behaviors such as ticketing fraud and one-ticket selling. Even though many platforms and issuers have begun to launch paperless electronic ticketing, they have not been able to solve this problem. And brought financial and emotional harm to many people, and with the maturity and development of blockchain and NFT technology, NFT has become an effective tool to solve this long-standing problem.

So I speculate that there will be a good room for growth in the 2B business:

1. Use NFT technology to provide anti-counterfeiting solutions for ticketing, including but not limited to the application of various performance events and offline high-end small events;

2. At the same time, it can also improve the design of the ticket, set different quantities for different levels, and add the blessing of NFT to improve the collectability of the “ticket”. Once combined with NFT, “ticket” as a certificate of equity, its design style will no longer be limited to the traditional rectangular design style.

For the 2G terminal, you can refer to the blockchain invoice business that has been in trial operation in China for several years. Since it involves tax collection, local governments are very welcome of it.

2. Equity certificate

The first “ticketing” we mentioned may be more traditional physical ticketing. In fact, after combining NFT, we can understand it more: NFT can be used as an open, transparent, queryable and tamper-proof equity certificate.

There are many ways that the certificate of equity can be implemented, and it can be applied in many fields such as the consumer goods market and the financial market. Organizations can issue customized NFTs as admission tickets for their communities. Platforms can reward players who have cleared customs by customizing NFTs for certain operational activities. The financial sector can achieve refined membership system construction by issuing NFTs, all of which belong to equity certificates. play.

For example, brands can NFT a traditional loyalty card and give it access to special benefits. For example, the right to participate in an activity under the brand, the right to purchase a limited product of the brand, the right to exchange a designated product online and offline with a designated NFT, and so on.

Or cast a batch of NFTs for a special event, give these NFTs some privileges, and explain in the external PR that all the sales and royalties of the NFTs will be used for charity;

With the current popularity of NFTs, the same series of NFTs with brand support can be sold out quickly as long as the quantity and pricing are not too exaggerated.

We can see that this is also a common routine for many brands. For example, the common luxury goods distribution, only when you buy a certain amount of items, will you be eligible to buy a certain limited-edition item. Since last year, many luxury brands have used the emerging thing and concept of NFT to combine their brands for marketing to achieve their growth goals and achieve good results. We will discuss this in “3. How do marketers work?” Using NFTs to open up new growth space?” to start a detailed analysis.

3. Copyright confirmation / intellectual property protection

After a piece of work is created, it can obtain an on-chain data certificate that cannot be tampered with by going up the chain in time. This work can be a digital art work, a demo of a song, an article, etc. The rights of pictures, texts and voices can be confirmed through the chain, and the creator can also set royalties to realize the work’s popularity in the secondary market. Receive royalties for every circulation.

The mainstream of the landing scene here is the various popular NFT trading platforms that you can see, such as OpenSea/Loosrare/X2Y2/SupeRare/Rarible/Royal/AirNFTs/MintSongs, etc.

However, from the current market point of view, the behavior of third parties stealing other people’s files and then uploading them to the chain is now common in the NFT market, so centralized supervision and audit institutions are still very important, so we can see some related intellectual property rights dominated by governments or institutions. On-chain platforms, such as “People’s Copyright”, “Zhejiang Intellectual Property Blockchain Public Depository Platform”, etc.

4. Saleable digital goods/assets

Earlier we talked about the application of NFT in the ticketing market, intellectual property protection, copyright confirmation market, and equity certificates. Another very important point is:

NFT itself is a marketable commodity/digital asset.

NFT is not only a kind of virtual asset, but also can be combined with real rights and interests. The particularity of its on-chain assets makes people truly have asset ownership.

We can find that many, many artists, stars, IP owners, and platforms have begun to issue and sell their own NFT artworks, both domestically and overseas, especially for brands/IPs that have a certain influence. Don’t exaggerate, it can be sold out quickly;

There are also many emerging brands that firstly issue NFTs to gain brand exposure and community users, and then slowly launch their physical products. This is a new way of brand promotion; for example, the hot boring monkey, and some niche trendy brands, etc.;

NFTs help buyers achieve real ownership of assets, and create a connection with emotional value between buyers and brands/creators on top of investment value attributes. This is also one of the reasons why PFP-type NFT projects can become popular: it creates community stickiness.

The GameFi and SocialFi projects also have new ways of playing. In traditional games and social apps, the props or decorations that players pay for do not really belong to the players, but after combining with NFT, players have real ownership of these virtual assets, which brings a lot of imagination to the future.

3. How marketers can use NFT to open up new growth space

We have clarified the audience and landing scenarios of NFT, so how can brands play with NFT and use NFT to open up new growth space for their own products/platforms? (Because 2B and 2G businesses pay more attention to business capabilities, we mainly focus on the growth of 2C business in this link.)

To sum up, it can be understood that NFT can bring growth in three directions for the brand, which is a typical funnel conversion model:

Through market research on NFT buyer user portraits, we have a general understanding of NFT buyer users:

1. The main purchasing power is distributed in economically developed countries/cities; as well as countries and cities that are open to blockchain technology/encrypted assets;

2. The main purchasing power of NFT is distributed in the 18–40 age range;

3. There is a 2-level differentiation in the main purchasing power income level of NFT;

4. The main purchasing power of NFT is men, but the power of women cannot be ignored either.

After completing market research, brands usually face 2 main choices:

1. Use the market penetration strategy, that is, think about how to give new vitality to existing products through NFT to further consolidate and penetrate the existing market;

2. Use product development strategies, that is, think about how to target the 18–40-year-old people (or continue to subdivide, choose one of the 18–25/26–30/31–40 people as the target market) existing market growth points, improve or Develop NFT products to open up this new market and bring new cash flow to the business.

No matter what kind of choice, the core is around market demand and user demand.

After determining the product strategy, we came to the link of product development and design, product pricing, operation strategy, and marketing strategy determination and implementation.

In the development and design process, NFTs have many styles compared to traditional works of art. In this part of new product development and design, the market and R&D team can study the styles of mainstream NFTs, the characteristics of the brand itself, the main audience, and what the NFT issuance wants to express. Attitude sets the tone.

In terms of pricing and quantity strategy, combined with the third item of user portrait, “the main purchasing power income level of NFT has two levels of differentiation”, and you can take the two routes of high-lifting and grounding, and eat the two most main buying groups. Do not go up or down;

In terms of quantity, scarcity needs to be created. If the same series is issued too much, users will have the perception of “brand cutting leeks” and “worthless”.

In terms of operation strategy, NFT gives buyers the ownership of assets, so that the commodity is no longer a simple buying and selling, but can be loaded with many rights and operating methods. Therefore, when an NFT commodity is launched, the brand is operating Strategically, first of all, you need to figure out what your starting point for launching this series of NFTs is. Is it simply trying to sell it as a virtual commodity, or will it give it special rights, so that this series of NFT buyers will also become the “shareholders” of a certain series of the brand.

Different starting points will have different focus, play style and rhythm in operation.

Launch and promotion strategy: When determining the launch and promotion strategy, the brand should first clarify its own purpose: the main purpose of this NFT issuance, is it for fame, for profit, or as an experimental attempt for the new territory?

The second important point is compliance. The market team needs to note that different countries have different attitudes towards blockchain/encrypted tokens/NFTs. Therefore, we should combine the national/local policies to make products that meet the requirements. packaging strategy.

For example, although the Chinese market is the main purchasing power market for NFTs, the government does not advocate its investment attributes, nor does it support the use of encrypted tokens as payment methods, so domestically we can say digital collections or encrypted artworks and virtual artworks; In overseas markets such as Dubai, we can directly provide NFT, and try to connect a variety of payment methods for buyers to choose;

Another example is the overseas market attaches great importance to environmental protection and charity, so when customizing the overseas promotion plan, we can promote the brand’s investment in environmental protection and charity in this NFT sales event as one of the highlights to promote the overseas public’s goodwill towards the brand. Sensitivity;

Of course, there is one more thing that should not be forgotten. Now that we have a basic understanding of user portraits, in order to ensure the maximum conversion rate, we should combine the geographical distribution, income, gender and other labels of the main groups in the user portraits when launching online. Targeting is very important, especially if you have a limited budget.

In terms of promotion channels, through research, we can find that social media and communities are the two main sources for users to obtain information on NFT issuance by brands. Therefore, brands can focus on relatively open social media when promoting NFT. It is Weibo, Xiaohongshu, Douyin, etc., overseas can be Twitter, YouTube, TikTok, etc.;

If you want to do some PR or event marketing, in the choice of channels, we can also carry out celebrity/IP co-branded advertising/random pop-up, etc. on the information flow;

According to our current research data, offline advertising space may not bring much new traffic and users, but it can be used as material for online publicity and delivery.

In terms of community operation, NFT can well increase the stickiness between users and brands. In order to enhance the positive conversion of this stickiness, it is necessary to create an official community. The tool selection is still the mainstream in domestic WeChat, and overseas is still the mainstream. Use Discord more

Refinement of community operations can further improve the paid conversion rate and per capita ARP value of these traffic.

As we mentioned in the operation and promotion strategy section, NFT gives buyers ownership of assets, so that commodities are no longer a simple buying and selling, and brands and sellers are no longer simple buyers and sellers, because to a certain extent The holder of the brand NFT owns the ownership of a part of the brand while owning the NFT, which can carry a lot of rights and operation methods, so the NFT assets can have many gameplay innovations in the operation and promotion, providing a lot of possibilities. .

How to enhance the stickiness between the brand and NFT holders, guide NFT holders to increase their recognition of the brand, and allow them to generate content spontaneously; how to allocate community/brand interests and create a community-based brand with benign common development will be an interesting subject.

Regarding this part, I will sort out some cases that I think are not bad in the next article, and share some of my own views and ideas with you.

Every birth of new things brings new opportunities, I hope we can maintain a certain curiosity about new things, to learn and understand it~

Written at the end: Since this is an article I started in March, the data in this part of “2022 Domestic NFT Buyer’s Market User Research” uses the data obtained when we did market research in March this year. For your reference only.

At the same time, in order to make the data more objectively and truly reflect the user portraits of the domestic NFT buyer’s market, our research is still in progress. I hope that NFT investors and friends who read this article can fill in with their fingers:

Direct link to the survey questionnaire: https://jinshuju.net/f/CMU7My

If you have optimization suggestions for our form design, please feel free to leave a message.

The author of this article: Sunny, founder of BlockchainCheese,senior mobile Internet marketer, 5 years of experience in the blockchain industry, focusing on new trends in the blockchain industry.

NFT全称是Non-Fungible Token,非同质化代币，拥有唯一性和不可替代性。其​概念的前身是“加密卡”，由资深密码学专家、比特币的早期贡献者Hal Finney在1993年提出；并在2017年由加密猫CryptoKitties 创始人&CTO Dieter Shirley正式提出来；真正意义上开始出圈火起来则是从2021年3月份佳士得拍卖NFT让NFT在国外火起来并且逐渐蔓延到国内​。

而伴随着CryptoPunk，猿猴等早期PFP（profile for picture）项目的大火，越来越多的国际品牌也开始布局NFT，例如Louis Vuitton、Gucci、Dolce & Gabbana、Adidas、Prada、Burberry、Bulgari、Givenchy、Jacob & CO.、李宁、安踏等，NFT无疑成为了众多品牌的新宠。

新技术和新市场给品牌带来了新机会，那么我们要如何抓住这个机会呢？今天Sunny来和大家聊聊我认为的2022年营销新趋势:NFT，以及品牌如何玩转NFT，利用NFT来为自家产品打造流量和营收的新增长空间。

壹、首先我们要知道目前哪些人在购买NFT

这里我将从百度指数、谷歌Trends、Statista、morningconsult、以及区块链芝士“2022年中国NFT投资者人群画像市场调研”等多个维度的数据来分析，以便我们在用户画像上得出一个相对基础的结论。

国内市场：

地理位置

从百度指数搜索“NFT”关键词显示，国内最关注NFT领域的前6个省份分别是：广东、北京、上海、浙江、江苏、四川；最关注NFT领域的前6个城市是：北京、上海、深圳、杭州、广州、成都；

区块链芝士“2022年中国NFT投资者人群画像市场调研”3月版数据显示，NFT投资者Top6 城市分布为：广州、上海、深圳、北京、杭州、成都；

年龄

百度指数显示，中国NFT关注人群以年龄以20–39岁人群占大比，其中又以20–29岁人群为主力；

区块链芝士“2022年中国NFT投资者人群画像市场调研”3月版数据显示，NFT投资人群中占比最高的分别是：31–40岁人群占比为36.8%，26–30岁人群占比为35.1%，18~25岁人群占比为14%。

性别

从百度指数一周数据显示，女性对NFT感兴趣的人群为30%左右，男性为70%左右，男性是女性的2.5倍；

区块链芝士“2022年中国NFT投资者人群画像市场调研”3月版数据显示，NFT投资者中男性占比为75.4%，女性占比为24.6%。

收入

根据区块链芝士“2022年中国NFT投资者人群画像市场调研“3月版数据显示，NFT投资者收入分配较为2极，年收入20万以上人群占37.5%；其次则是年收入100万以上人群，占比26.8%，百万人群里多数有加密货币投资经验。

通过以上数据，我们可以得出一下关于目前NFT买方市场主导人群的初步结论：目前NFT买家市场的主要受众为年龄18–34岁，拥有一定的可支配收入、了解加密货币、对新事物及新技术能快速学习上手、乐于在社交平台或社区分享的人群。通过以上数据，我们可以得出一下关于目前中国大陆NFT买方市场主导人群的初步结论：

1、目前NFT在我国的买家市场受众主要集中在北上广深这类经济和文化较为发达的一线城市和新兴城市；

2、年龄26–40岁这类拥有一定的可支配收入、了解加密货币是国内NFT购买主力；

3、对新事物及新技术能快速学习上手、乐于在社交平台或社区分享的18–25岁人群也为NFT交易提供了较大的购买力；

4、我国NFT买方市场的受众在收入上存在较大分化，20W以下年收入用户及100W以上年收入受众占总体受众人群的50%以上。

全球市场

全球数据的来源主要来自Google Trends，以及Statista和morningconsult2家咨询调研公司针对美国NFT市场在2021年进行的调研数据，经过一年的市场发展，市场可能有所变化，仅作参考。

地理位置

通过谷歌Trend全年搜索数据来看，全球最关注NFT领域的前10个国家和地区分别是：新加坡、中国香港、中国大陆、加拿大、菲律宾、中国台湾、委内瑞拉、澳洲、阿联酋、美国；

年龄&性别

根据Statistica2021年4月发布的【NFT ownership among investors in the United States in March 2021, by age and gender】调查报告显示：

年龄18–34的人群对NFT兴趣最大，且在这个年龄组里男性和女性拥有 NFT 的比例相当，男性占 24%，女性占 21%；

同时我们可以发现，女性的购买力不容忽略，当您包括 35 岁以上的买家时，就会出现 NFT 是男性市场的错误结论；21年-22年许多女性NFT项目热度的崛起也在一定程度上证明了这一点。

收入

根据美国的一项公民科学调查显示，那些年收入低于 25,000 美元（低收入）的人投资 NFT 等于年收入超过 150,000 美元（高收入）的人。这两个人口统计数据都表示他们投资了不可替代的代币。

中等收入（25,000–150,000 美元）的受访者最不感兴趣，高达 94% 的人对不可替代的代币根本不感兴趣。

通过以上数据，我们可以得出当前全球NFT买方市场主导人群画像的初步结论：

1、中国是全球最大的NFT市场，其他主流市场则是新加坡、加拿大、菲律宾、委内瑞拉、澳洲、阿联酋、美国；

2、海外NFT买家市场的主要受众为年龄18–34岁，且在这个年龄组里男性和女性拥有 NFT 的比例相当，男性占 24%，女性占 21%；

3、海外市场同样存在主力投资者年收入差异较大的情况。

通过对国内以及全球数据的调研、分析和总结，我们可以就“NFT买方市场用户画像”得出以下共性结论：

1、主要购买力分布于经济较为发达的国家/城市；以及对区块链技术/加密资产持开放态度的国家和城市；

2、NFT的主要购买力分布于18–40岁区间；

3、NFT的主要购买力收入水平存在2级分化情况，一定程度上可以把其作为当下社会K型经济的一个表现之一；

4、NFT的主要购买力为男性，但是女性力量同样不可忽视。

贰、NFT有哪些应用场景/落地空间？

那么NFT有哪些应用场景呢？下面我会和大家分享我认知里的场景空间，并举例说明，由于个人认知始终是有限的，也欢迎大家留言补充：

1、票务市场&防伪市场解决方案

票务通常包括旅行票务、景区票务、演出票务等，海外市场甚至可以包括彩票。人们购票通常有2大类出发点，一个是出行/观看演出/参加活动；另一个则是为了收藏。那么票务市场有多大呢？

根据中国演出行业协会发布《2021全国演出市场年度报告》数据显示，2021年全国演出市场总体经济规模335.85亿元；而这只属于我国票务市场规模的一部分。

根据Verified Market Research®调研数据显示，到2028年，全球活动行业的市场规模预计能到达21,944亿美元；可以作为全球票务市场数据的一瞥作为参考。

庞大的市场空间长久以来滋生了许多围绕票务的造假、一票多卖等诈骗行为，即使不少平台和发行开始推出无纸化的电子票务，依然没能解决这个问题。并给很多人带来了金钱和情感上的伤害，而随着区块链和NFT技术的成熟和发展，NFT则成为了解决这一长久问题的有效工具。

所以我推测在2B业务上会迎来不错的增长空间：

1、利用NFT技术提供票务防伪解决方案，包括但不限于各类演出赛事以及线下高端小型活动的应用；

2、同时还可以提升票据的设计，不同等级设置不同数量，加上NFT的加持，从而提升该“票”的可收藏性。一旦结合上NFT，“票”作为一种权益凭证，其设计风格也将不再局限于传统长方形设计风格。

2G端则可以参考我国已经试运营了几年的区块链发票业务，由于涉及到收税，各地政府也是很买单的。

2、权益凭证

第一条“票务”里我们提到的可能会更传统的实体票务，其实在结合了NFT后，我们更可以理解为：NFT可以作为一种公开透明可查询且无法篡改的权益凭证。

权益凭证能落地的玩法就很多了，可以应用在消费品市场、金融市场等很多领域。组织可以通过发行定制NFT作为其社区的入场券，平台可以通过针对某场运营活动定制NFT奖励给通关的玩家，金融领域可以通过发行NFT实现精细化的会员体系建设，这些都属于权益凭证的玩法。

举个例子，品牌可以将传统的会员卡NFT化，并赋予其特殊权益的访问权限。例如参加品牌旗下某个活动的权益、购买品牌某个限量产品的权益、凭指定NFT可在线上线下兑换某指定商品的权益等等。

或者针对某个特殊的活动铸造一批NFT，赋予这批NFT一些特权，同时对外PR上说明会将该NFT所有的销售所得以及版税所得用于慈善事业；

凭借当前NFT的热度，有品牌支撑的同一系列NFT只要数量上和定价上不要太夸张，都能很快实现售罄。

我们可以看到这也是很多品牌的常见套路。例如大家常见的奢侈品配货，只有当你买了一定金额的物品后，才会购买某款限量款商品的资格。而去年开始更是有不少奢侈品牌借助NFT这个新兴事物和概念来结合他们的品牌做营销，以达到他们的增长目的，并达到了不错的效果，这点我们会在“叁、营销人如何利用NFT打开增长新空间？”来展开详细分析。

3、版权确权/知识产权保护

一件作品在被创作出来后，可以通过及时上链而获得不可篡改的链上数据凭证。这个作品可以是一幅数字艺术作品，一首歌曲的DEMO，一篇文章等，图文语音都可以通过上链来进行确权，创作者还能通过设置版税，来实现作品在二级市场的每一次流通都能收到版税收入。

这里的落地场景主流的就是大家能看到的各种很火的NFT交易平台，例如OpenSea/Loosrare/X2Y2/SupeRare/Rarible/Royal/AirNFTs/MintSongs等。

但是从目前市场来看，NFT市场现在普遍存在第三方盗取他人文件后上链的行为，所以中心化的监管审核机构依旧很重要，因此我们能看到一些由政府或者机构主导的相关知识产权上链平台，例如 “人民版权” “浙江省知识产权区块链公共存证平台”等

4、可销售型数字商品/资产

前面我们讲到了NFT在票务市场、知识产权保护、版权确权市场、权益凭证上的应用。还有很重要的一点就是：

NFT本身就是一种可销售的商品/数字资产。

NFT既属于一种虚拟资产，同时又可以和实体权益结合，其链上资产的特殊性又使得人们真正拥有了资产所有权。

我们可以发现不论是国内还是海外都有很多很多艺术家、明星、IP所有方、平台都开始发行销售自己的NFT艺术品，尤其是本身有一定影响力的品牌/IP，其上线的NFT只要数量上不要太夸张都能很快售罄；

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也有很多新兴品牌通过先发行NFT获得品牌曝光和社区用户后再慢慢上线其实物商品，这是一个新的品牌推广玩法；例如大热无聊猴，以及一些小众潮牌等；

NFT帮助买家实现了真正意义上对资产拥有所有权，在投资价值属性之上，又在买家和品牌/创作者之间创建了一种带有情感价值的联系。这也是PFP 类NFT项目能火起来的一个原因：创造了社区粘性。

而GameFi、SocialFi项目也因此有了新的玩法。在传统游戏以及社交APP里，玩家付费购买的道具或者装饰品并不真正属于玩家，而结合NFT后，玩家对这些虚拟资产有了真正的所有权，给未来带来了很大的想象空间。

叁、营销人如何利用NFT打开增长新空间

我们理清了NFT的受众人群和落地场景，那么品牌如何玩转NFT，利用NFT来为自家产品/平台打开增长新空间呢？（由于2B和2G业务更注重商务能力，所以这一个环节我们主要讲的是2C业务向的增长。）

总结下来可以理解为NFT能为品牌带来3个方向的增长，这是一个典型的漏斗转化模型：

通过对NFT买家用户画像的市场调研，我们对NFT买家用户有了大概的了解：

1、主要购买力分布于经济较为发达的国家/城市；以及对区块链技术/加密资产持开放态度的国家和城市；

2、NFT的主要购买力分布于18–40岁区间；

3、NFT的主要购买力收入水平存在2级分化情况；

4、NFT的主要购买力为男性，但是女性力量同样不可忽视。

而在完成了市场调研后，品牌通常会面临2个主要选择：

1、使用市场渗透策略，即思考如何通过NFT赋予现有产品新活力，来进一步巩固、渗透现有市场；

2、使用产品开发策略，即思考如何针对18–40岁人群（或者继续细分，在18–25/26–30/31–40人群里选一个作为目标市场）存在的市场增长点，改良或开发NFT产品，来开拓这一新市场，为企业带来新的现金流。

无论是哪种选择，其核心都是围绕市场需求、用户需求。

在确定了产品策略后我们便来到了产品开发设计、产品定价、运营策略、市场推广策略确定与执行环节。

开发设计环节，NFT相对传统艺术品，风格甚多，新产品开发设计这一环节市场和研发团队可以通过研究主流NFT的风格、品牌自身特性、主打的人群、以及本次NFT发行想要表现的态度来定调。

定价和数量策略上，结合用户画像第三条，“NFT的主要购买力收入水平存在2级分化情况” ，可以走高举高打和接地气2个路线，吃到最主力的2个购买人群。切忌不上不下；

数量上则需要打造稀缺性，同一系列如果发行了太多，会让用户产生“品牌割韭菜”和 “ 不值钱”的认知。

运营策略上，NFT赋予了买家对资产的所有权，使得商品不再是一个简单的买入卖出，而是可以负载上很多权益和运营玩法，因此在推出一款NFT商品时，品牌在运营策略上首先要想清楚，你们推出这系列NFT的出发点是什么。是单纯的作为一款虚拟商品进行售卖尝试，还是会赋予其特殊权益，使该系列NFT买家也成为品牌某个系列的“股东”。

不同的出发点，在运营的侧重点和打法、节奏都会不同。

投放和推广策略：在确定投放和推广策略时，品牌应该先明确自己的目的：此次NFT发行的主要目的，为名、为利、还是为新版图做一次实验性的尝试？

第二个重要的点是合规性，市场团队需要注意到各国对区块链/加密代币/NFT态度是不同的，因此我们应结合各国/当地政策，对产品进行相对应的符合要求的包装策略。

例如中国市场虽然是NFT的主要购买力市场，但是政府并不提倡其投资属性，也不支持使用加密代币作为支付方式，因此国内我们可以说数字藏品或者加密艺术品、虚拟艺术品；而针对美国迪拜等海外市场我们可以直接提NFT，并可以尽量连接多种支付方式供买家选择；

再例如海外市场非常注重环保和慈善，所以在定制海外推广计划时我们可以把品牌在此次NFT售卖活动中针对环保和慈善事业上的投入作为亮点之一进行宣传，提升海外民众对品牌的好感度；

当然还有一点不要忘记了，既然我们已经对用户画像有了基础的认知，为了保证最大的转化率，在进行线上投放时结合用户画像中的主力人群地域分布、收入、性别等标签来定向投放是非常重要的，尤其是预算有限时。

推广渠道上，通过调研我们可以发现，社交媒体和社群是用户获得品牌发行NFT信息的2大主要来源，因此品牌在推广NFT时可以将宣传主阵地放在相对开放的社交媒体上，国内可以是微博、小红书、抖音等，海外可以是Twitter、YouTube、TikTok等；

如果希望做一些PR或者事件营销，在渠道的选择上我们还可以在信息流上进行名人/IP 的联名广告投放/随机快闪投放等；

线下广告位根据我们目前的调研数据显示可能无法带来太多新增流量和用户，但是可以作为线上宣发和投放的素材。

社群运营上，NFT可以很好地增加用户与品牌之间的粘性，而为了提升这种粘性的正向转化，创建官方社群必然也少不了，工具选择上国内微信依旧是主流，海外则是使用Discord较多

精细化社群运营则可以进一步提升这些流量的付费转化率以及人均ARP值。

在运营和推广策略板块我们提到过，NFT赋予了买家对资产的所有权，使得商品不再是一个简单的买入卖出，品牌和卖家也不再是简单的买方和卖方，因为一定程度上品牌NFT的持有者在拥有NFT的同时也拥有了一部分品牌的所有权，这里面可以负载很多权益和运营玩法，因此NFT资产在运营和推广上可以有很多的玩法创新，提供了很多可能性。

如何在提升品牌和NFT持有者之间的粘性，引导NFT持有者提升对品牌的认可度，并让他们可以自发产生内容；如何分配社区/品牌利益，打造一个良性共同发展的社区型品牌会成为一个很有趣的课题。

关于这一部分我会在下一篇文章里整理一些我认为还不错的案例，并和大家分享一些我自己的观点和想法。

每一次新事物的诞生都带来新机会，希望我们可以对新事物保持一定的好奇心，去学习和了解它~

写在结尾：由于这是我在3月就起好了头的一篇文章，因此《2022国内NFT买方市场用户调研》这一部分的数据用的是今年3月我们做市场调研时得到的数据，仅供大家参考。

同时为了使数据能更客观真实的反映国内NFT买方市场用户画像，我们的调研还在进行中，希望读到这篇文章的NFT投资者朋友可以动动手指填一填哦：

调研问卷直达链接：https://jinshuju.net/f/CMU7My

如果对我们的表格设计有优化建议也欢迎私信留言或者添加助理微信交流

本文作者：Sunny，资深移动互联网市场人，5年区块链行业从业经验，专注区块链行业新动向与新趋势，欢迎关注与交流。