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数字藏品
发布于 2022年12月06日
更新于 2024年4月25日
阅读时长 2 分钟
2022年春节以来，“数字藏品”这一新词开始走红网络。从概念上理解，数字藏品是一种基于区块链技术生成的数字化凭证，表现的对象是特定的文娱作品和艺术品。
数字藏品表现的形式多种多样，除了艺术画作，音乐、视频、3D模型、电子票证、游戏道具、表情包、虚拟地产、音乐专辑等等，都可以成为数字藏品。
因此，数字藏品也被笼统地成为NFT，因为数字藏品有着后者的特性：链上数字化、独一无二性、可确权可追溯、无法篡改且有着版权背书等等。
尽管核心技术逻辑大致相似，但是二者的本质性差异在于，国内的一线数字藏品平台，不支持二级交易，只允许用户持有时间达一定期限后进行无偿转赠。
例如，阿里旗下的“鲸探”和腾讯旗下的“幻核”，均未开通转赠功能。其他国内主流互联网公司推出的数字藏品平台，也参照了前两者的理念进行了设计，包括百度的百度超级链、网易的网易星球和京东的灵稀。
春节以来，数字藏品借势虎年春晚和北京冬奥等现象级事件，圈了一波热度，并持续发酵。例如，2月15日元宵当日，中央广播电视总台携手腾讯音乐推出“十二生肖冰雪总动员”数字纪念票，以其首个原创国潮IP“十二生肖福娃”结合冬奥盛会，缔造极具中国特色的数字化专属纪念，一时间引发数字艺术爱好者的广泛关注。
复盘数字藏品市场近几个月的竞争格局，并对标NFT赛道的发展历程来看，数字藏品若想在虚拟世界中斩获口碑、吸引粉丝，需要遵从以下经验：
- 独特的纪念意义。对企业来说，数字藏品的发行需要有独特的纪念意义，而不是凭空冒出来的，否则无法激发大众的共鸣，在传播上塑造新的具象意义也是难度重重；
- 发行方的权威性或者行业内的领先地位。类似于BAT等互联网巨头在重大节庆活动中发布的数字藏品，更容易为消费者所接受，这背后的“社交货币”和“身份标签”属性，远超不知名发行方所推出的藏品。
- 稀缺性。物以稀为贵，数字藏品也不例外。越稀缺、越优质、越独特、越具有独特意义的数字藏品，收藏和持有的意义越大；
- 数字藏品本身的价值。藏品的艺术性、设计感、精美度，以及创作者本人的艺术造诣等等，都决定了数字藏品的价值。例如迈克尔杰克逊的独一无二的太空舞步NFT动图，就有可能被赋予很高的价值。
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© 2024 OKX. This article may be reproduced or distributed in its entirety, or excerpts of 100 words or less of this article may be used, provided such use is non-commercial. Any reproduction or distribution of the entire article must also prominently state: “This article is © 2024 OKX and is used with permission.” Permitted excerpts must cite to the name of the article and include attribution, for example “Article Name, [author name if applicable], © 2024 OKX.” No derivative works or other uses of this article are permitted.
Information about: digital currency exchange services is prepared by OKX Australia Pty Ltd (ABN 22 636 269 040); derivatives and margin by OKX Australia Financial Pty Ltd (ABN 14 145 724 509, AFSL 379035) and is only intended for wholesale clients (within the meaning of the Corporations Act 2001 (Cth)); and other products and services by the relevant OKX entities which offer them (see Terms of Service). Information is general in nature and should not be taken as investment advice, personal recommendation or an offer of (or solicitation to) buy any crypto or related products. You should do your own research and obtain professional advice, including to ensure you understand the risks associated with these products, before you make a decision about them. Past performance is not indicative of future performance - never risk more than you are prepared to lose. Read our Terms of ServiceTerms of Serviceand Risk Disclosure Statement for more information.
