几天前，《雷霆日报》整理了国内几个主要视频平台的数字收藏。几个主要平台要么利用数字收藏来宣传自己的IP，要么宣传自己的个性，要么打算弘扬传统文化，要么与活动和业务绑定，以促进活动和吸引新用户。有各种各样的游戏方式。
视频平台的许多内容和IP资源使其能够更好地发挥数字收藏的数量和内涵。对于同一互联网公司的主要电子商务平台来说，它们如何进行数字收藏的布局？每个平台正在发送什么，以及如何应用数字收藏？
JD.COM:数字收藏+实物商品/活动，发行量大，打算进行品牌营销，更像是实物补充。
去年12月17日，京东.COM的数字收藏交易平台上线。用户可以通过打开JD.COMAPP搜索数字收藏或稀有进入小程序。该平台是基于JD.COM云提供的区块链技术服务——JD.COM智振链。
根据《雷霆日报》leinewspaper的不完整统计，该平台发行的数字收藏最具特色的特点是实物商品+数字收藏的形式。这种组合形式基本上就是统计数据中的15种收藏。值得一提的是，它是实物商品的主导地位。平台上的数字收藏通常不能单独购买，而是与用户一起购买指定的实物商品，当订单达到固定金额时，也有机会提取或直接获得数字收藏。收藏详细信息页面通常嵌入商品详细信息页面，点击跳转购买。
除了与个别品牌、知识产权等联合推出数字收藏外，数字收藏的形式和平台活动也更频繁地结合在一起，如618京东超级互动城市数字收藏，通过任务获得金币，然后选择数字收藏；京东图书发行的三国系列数字收藏，最低门槛为200元及以上的自助图书累计付款，不限于某品牌产品。从发行频率的角度来看，随着平台的销售活动和计划的变化，如儿童节和6月份的618购物节，收藏的数量也相对较大。
至于实物商品的类别，统计数据显示，15个收藏捆绑的商品大多是书籍、文化创意和玩具，价格约为几十元。还有一些收藏品需要100元才能获得礼品。其中一些还遵循订单金额越高的规则，收到的收藏越多，发行的数量通常在1000份左右，有些活动仅限于10000份，或者没有限制，只要符合条件，就可以收到。至于分发时间，大部分是一个稀有用户的小程序，在确认收货（实物产品）后几个工作日内分发给用户。取消订单或退货的用户将失去接收数字收藏的资格。同时，他们不支持成功接收后的转账和二次交易。
玩法/领取规则的几种数字藏品。
值得一提的是，灵宇此前曾与oppo、创维、兰蔻等品牌合作过。可以看出，它的品牌合作范围很广，而不仅限于100元以下的低成本产品。在某种程度上，这也意味着如果用户想要获得数字收藏，他们需要的支出将会有很大的波动。
在知识产权方面，根据不完整的统计数据，灵辰目前与猪屁、萌生熊、敦煌、克里奥和小库、小怪物乌拉拉合作，死于火星等知识产权，涉及儿童、短视频动画、杂志、网络文本、传统文化等领域。收藏发行商通常以知识产权为主。除了连接外部知识产权外，京东还推出了一些公益数字收藏，如京东绿色纪念币，旨在倡导大家关注可持续生活方式和国家绿色消费理念。其第一个收藏JOY与DOGA系列以9.9元的价格和10000份的价格出售，收入也用于支持相关公益基金会的公益援助。
关于数字收藏的价值和功能，京东云曾表示，基于京东云提供的区块链技术能力，有效整合IP+电子商务运营，利用数字收藏的流量和特点，增加实体商品的品牌营销，帮助品牌排水，吸引新产品，创造收入。数字收藏也成为一种新的模式，品牌扩大营销周期，进一步帮助品牌获得客户增长。
核心价值和灵稀营销模式。
根据统计结果和介绍，不难看出，目前的精神游戏方式更多地处于营销和服务的水平。目标是品牌方面和商家。一方面，它可以帮助他们吸引更多的商家进入平台，并在一定程度上帮助他们增强品牌影响力，促进销售。对于京东来说，虽然没有视频平台的内容资源，但品牌、商家和产品显然可以成为数字收藏开发的源泉。
此外，灵稀还发行了传统文化和公益数字藏品。
天猫：配合销售活动赠送，头部品牌占多数，文创也受到重视。
天猫数/天猫APP中，天猫数字收藏是天猫平台官方数字收藏频道，入口覆盖品牌和艺术家数字收藏。
时间值618。据统计，近日，天猫数字收藏平台和品牌推出了多种数字收藏，涉及美容化妆品、护肤品、服装、零食、珠宝、汽车、葡萄酒等多种类型。它们基本上是各个领域的知名品牌。在形式上，它们与实物商品相匹配，主要是购买礼物，或者购物金额达到一定的标准，也有机会获得一系列礼品收藏。数字收藏的数量从数百到数千不等，消费者先到先得。
据官方介绍，天猫数字收藏频道是基于淘宝天猫平台的全球品牌数字收藏的官方发布位置，已向近100多个品牌发行了近200个数字收藏。该频道致力于与顶级品牌合作，打造富有想象力和创意的数字收藏，为大多数数字收藏爱好者提供值得收藏的产品。蚂蚁链提供平台数字收藏的技术支持。
天猫这并不是第一次将数字藏品与品牌资源结合起来。
早在去年的双11，天猫超级品牌日就开始了元宇宙艺术展。AYAYAI是9月份加入阿里的知名虚拟人，担任天猫超级品牌日的数字经理。它与8个品牌一起推出了各种收藏品，包括自然大厅、宝洁、小鹏、五粮液和burberry。还有时尚游戏品牌52TOYS、手表品牌卡西欧、酸奶品牌乐春等。与天猫一起加入天猫数字收藏营地。
到目前为止，除了与众多顶级商业品牌合作外，我们还可以看到他们对文化和博物馆品牌和产品的关注，如博物馆文化和创意精选系列，以及十多个文化和博物馆单位，如国家图书馆、国家大剧院、紫禁城文具、麦积山石窟和河南博物馆。门店合作推出数字收藏，并在显著的位置进行宣传，可见其对文化创意品牌的支持。
与京东的设置不同。com基本上将产品链接嵌入到收藏细节页面的模糊中，需要再次单击。统计数据中的许多天猫数字收藏品通常直接连接到产品详细信息页面或商店界面，路径更直接。然而，与京东一样，实体产品的详细信息页面，包括数字收藏，通常会有相关的描述和介绍。
总的来说，天猫的数字收藏目前更多的是与一些风格相对较高的顶级品牌合作，这也反映在数字收藏的质量上。在发行数量方面，大部分是数千份，数字收藏也符合平台购物节等活动。
阿里巴巴国内数字商业板块总裁戴珊曾提到，过去是交通时代，今天，流动将成为一种保留。在这种情况下，天猫如何帮助企业稳定市场并实现增长是我今年最重要的事情。对于天猫数字收藏平台来说，它可能与京东有类似的目的，帮助企业获得实际利益，稳定或拓宽平台的企业和用户。当元宇宙世界建立起来时，虚拟经济可能有更具想象力的发展空间。
小红书：频繁发布，时尚，强烈的宇宙气息，站内博主强势参与，玩法多样。
与传统电商平台相比，小红书更接近内容电商平台的范畴，去年也进入了数字收藏。
根据小红树数字收藏发行平台stepintor-space发布日历，其发布收藏时间较为频繁，近几个月来几乎每天都有收藏销售，一些节日还将推出销售收藏。与京东和天猫的收藏平台相比，总数要高得多。

A few days ago, "Thunder Daily" compiled the digital collections of several major domestic video platforms. Several major platforms either use digital collections to promote their own IP, promote their own personalities, intend to promote traditional culture, or bind them to activities and businesses to promote activities and attract new users. There are various ways to play.
The video platform’s many content and IP resources enable it to better leverage the volume and connotation of digital collections. For the major e-commerce platforms of the same Internet company, how do they lay out their digital collections? What is each platform sending, and how are digital collections being applied?
JD.COM: digital collection + physical goods/activities, large circulation, intended for brand marketing, more like physical supplements.
On December 17 last year, JD.COM’s digital collection trading platform was launched. Users can search for digital collections or rare items by opening JD.COM APP and enter the mini program. The platform is based on the blockchain technology service provided by JD.COM Cloud - JD.COM Zhizhen Chain.
According to incomplete statistics from Lei Newspaper, the most distinctive feature of the digital collections issued by this platform is the form of physical goods + digital collections. This combination form is basically 15 collections in statistics. It is worth mentioning that it is the dominance of physical goods. Digital collections on the platform usually cannot be purchased individually, but are purchased together with users to purchase designated physical goods. When the order reaches a fixed amount, there is also the opportunity to withdraw or directly obtain the digital collection. The collection details page is usually embedded in the product details page, and click to jump to purchase.
In addition to jointly launching digital collections with individual brands, intellectual property rights, etc., digital collection forms and platform activities are also more frequently combined, such as the 618 JD Super Interactive City Digital Collection, where gold coins are obtained through tasks and then the numbers are selected Collection; For the digital collection of the Three Kingdoms series issued by Jingdong Books, the minimum threshold is cumulative payment for self-service books of 200 yuan and above, and is not limited to a certain brand of product. From the perspective of issuance frequency, as the platform's sales activities and plans change, such as Children's Day and the 618 Shopping Festival in June, the number of collections is also relatively large.
As for the categories of physical goods, statistics show that most of the goods bundled in the 15 collections are books, cultural creativity and toys, and the price is about tens of yuan. There are also some collectibles that require 100 yuan to get gifts. Some of them also follow the rule that the higher the order amount, the more collections are received. The number of issues is usually around 1,000 copies. Some activities are limited to 10,000 copies, or there is no limit. As long as you meet the conditions, you can receive it. As for the distribution time, most of it is a small program for rare users, which is distributed to users within a few working days after confirmation of receipt (physical product). Users who cancel their order or return items will be disqualified from receiving digital collections. At the same time, they do not support transfers and secondary transactions after successful reception.
Several digital collections of gameplay/acquisition rules.
It is worth mentioning that Lingyu has previously cooperated with brands such as Oppo, Skyworth, and Lancôme. It can be seen that its brand cooperation range is very wide, not limited to low-cost products under 100 yuan. To some extent, this also means that if users want to obtain digital collections, the expenditure they need will fluctuate greatly.
In terms of intellectual property rights, according to incomplete statistics, Lingchen is currently cooperating with intellectual property rights such as Pig Fart, Emerging Bear, Dunhuang, Cleo and Xiaoku, Little Monster Ulala, Death on Mars, etc., involving children. , short video animation, magazines, online texts, traditional culture and other fields. Collection publishers often focus on intellectual property. In addition to connecting external intellectual property rights, JD.com has also launched some public welfare digital collections, such as JD.com Green Commemorative Coins, aiming to advocate everyone's attention to sustainable lifestyles and national green consumption concepts. Its first collection of JOY and DOGA series is sold at a price of 9.9 yuan and 10,000 copies, and the income is also used to support charity assistance from relevant charity foundations.
Regarding the value and function of digital collections, JD Cloud once said that based on the blockchain technology capabilities provided by JD Cloud, it effectively integrates IP + e-commerce operations and uses the traffic and characteristics of digital collections to increase the brand marketing of physical goods. Help brands drain water, attract new products, and generate revenue. Digital collections have also become a new model for brands to expand their marketing cycles, further helping brands gain customer growth.
Core values ​​and Lingxi marketing model.
According to the statistical results and introduction, it is not difficult to see that the current way of mental games is more at the level of marketing and service. The target is the brand aspect and merchants. On the one hand, it can help them attract more merchants to the platform, and to a certain extent, help them enhance their brand influence and promote sales. For JD.com, although it does not have the content resources of the video platform, brands, merchants and products can obviously become the source of digital collection development.
In addition, Lingxi also issued digital collections of traditional culture and public welfare.
Tmall: Giveaways in conjunction with sales activities, leading brands account for the majority, and cultural and creative products are also valued.
In Tmall Digital/Tmall APP, Tmall Digital Collection is the official digital collection channel of Tmall platform, and the entrance covers digital collections of brands and artists.
Time value 618. According to statistics, recently, Tmall digital collection platform and brands have launched a variety of digital collections, involving beauty cosmetics, skin care products, clothing, snacks, jewelry, cars, wine and other types. They are basically well-known brands in various fields. In form, they match physical goods, mainly for purchasing gifts, or if the purchase amount reaches a certain standard, you will also have the opportunity to obtain a series of gift collections. Digital collections range in size from hundreds to thousands and are available on a first-come, first-served basis.
According to the official introduction, the Tmall Digital Collection Channel is the official publishing location for global brand digital collections based on the Taobao Tmall platform, and has issued nearly 200 products to nearly 100 brands.Digital collection. The channel is committed to working with top brands to create imaginative and creative digital collections, providing products worth collecting for most digital collection enthusiasts. Ant Chain provides technical support for the platform’s digital collection.
This is not the first time that Tmall has combined digital collections with brand resources.
As early as last year’s Double 11, Tmall Super Brand Day started the Metaverse Art Exhibition. AYAYAI is a well-known virtual person who joined Alibaba in September as the digital manager of Tmall Super Brand Day. It has launched various collections with eight brands, including Nature Hall, P&G, Xpeng, Wuliangye and Burberry. There are also fashion game brand 52TOYS, watch brand Casio, yogurt brand Lechun, etc. Join Tmall Digital Collection Camp with Tmall.
In addition to cooperating with many top commercial brands so far, we can also see their attention to cultural and museum brands and products, such as the museum culture and creative selection series, and more than ten cultural and museum units , such as the National Library, National Center for the Performing Arts, Forbidden City Stationery, Maijishan Grottoes and Henan Museum. The stores cooperate to launch digital collections and promote them in prominent locations, which shows their support for cultural and creative brands.
Different from JD.com’s settings. com basically embeds the product link in the blur of the collection details page, requiring another click. Many Tmall digital collectibles in the statistics are usually directly connected to product details pages or store interfaces, with a more direct path. However, like JD.com, detailed information pages for physical products, including digital collections, often have relevant descriptions and introductions.
In general, Tmall’s digital collection is currently more cooperation with some top brands with relatively high styles, which is also reflected in the quality of the digital collection. In terms of the number of releases, most are in the thousands, and digital collections are also in line with activities such as platform shopping festivals.
Dai Shan, president of Alibaba’s domestic digital commerce sector, once mentioned that the past was the era of transportation, but today, mobility will become a reservation. In this case, how Tmall can help companies stabilize the market and achieve growth is the most important thing for me this year. For the Tmall digital collection platform, it may have a similar purpose to JD.com, helping companies obtain actual benefits and stabilizing or broadening the platform's companies and users. When the metaverse world is established, the virtual economy may have more imaginative room for development.
Little Red Book: frequent releases, fashionable, strong cosmic atmosphere, strong participation of bloggers on the site, and diverse gameplay.
Compared with traditional e-commerce platforms, Xiaohongshu is closer to the category of content e-commerce platforms, and it also entered digital collections last year.
According to the release calendar of stepintor-space, Xiaohongshu’s digital collection and distribution platform, its collection release time is relatively frequent. In recent months, collections have been sold almost every day, and some festivals will also launch sales collections. Compared with the collection platforms of JD.com and Tmall, the total number is much higher.