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『一』 In the new retail era, how to use blockchain technology to create better customer marketing relationships

Author | Campbell R. Harvey

Source | Shiji Business Review (ID: efuture555)

In the marketing and advertising industry, blockchain technology has more important application significance, but However, survey data from "CMO" shows that only 8% of companies believe that blockchain technology plays a moderate or important role in marketing.

Although the blockchain concept has received a lot of hype, the obvious result is that blockchain technology is not well understood. Such "conceptual hype + lack of in-depth understanding" has caused certain obstacles to the in-depth application of blockchain technology, causing marketers to adopt a "hesitant and wait-and-see" attitude towards this technology.

Blockchain technology has the characteristics of transparency, stability and security, which makes this technology widely used in supply chain management (SCM, SupplierChainManagement), smart contracts (Smart Contracts), and financial reporting (Financial Reporting). It has reliable and trustworthy advantages in information management such as IoT (Internet of Things), private medical treatment, and even power grids. At the same time, the data transfer model of blockchain technology greatly reduces transaction costs, enables verification and effective exchange of ownership, and opens the door to real-time micropayments. This information exchange model reduces payment friction, some intermediaries and middle links that make a living disappear, and it becomes possible for consumers to own and control personal information. All of the above allow us to see the disruptive potential of blockchain technology in information management, transactions, marketing and other fields.

Today, financial transactions have considerable transaction costs. Retailers need to pay a 3% payment processing fee to credit card companies (Translator's Note: 3% is the US processing fee standard), and payment processing fees at gas stations are even higher. Sellers who open stores on eBay and Shopify need to bear payment and transaction fees, transaction fees for paying with PayPal, etc. All of these fees add to the cost of goods and are often passed on to consumers. Therefore, with the widespread use of credit cards and debit cards, many merchants have set consumption limits to avoid loss of profits caused by excessive fees.

Blockchain technology will significantly reduce financial transaction costs, even approaching "zero transaction costs." Even small transactions will enjoy this profit. In the financial field, financial giants such as Mastercard and Visa are already using blockchain technology to handle local currency remittance business. The entire process is safe and transparent. This makesIt brings more choices and cost comparison opportunities to merchants, instead of relying solely on credit card transactions.

In the field of marketing and advertising, blockchain technology also has a profound impact. Currently, marketers are already using shared information purchased from third-party social media (such as Facebook) to obtain customer marketing data. This move undoubtedly illustrates the marketing value of data and also points to the trend and potential of digital marketing.

However, using blockchain technology, merchants can use micropayments to incentivize consumers to share personal information without the need for intermediary merchants. For example:

A grocery chain can pay consumers $1 for installing their APP;

If consumers agree to enable location tracking, they can get another $1 Rewards;

If consumers open the APP "1 time per day" and spend at least 1 minute on it, retailers can pay them a few cents or store points to reward customers for their loyalty. Spend.

During this period, merchants will push promotions and special offers to consumers.

In fact, consumer customization opens up some legitimate marketing mechanisms, such as providing personalized marketing or prices. This is one of the main values ​​of consumers voluntarily providing various data. This method of marketing estimation derived from real consumer data will not only reduce the risk of fraud caused by anonymous promotions, but also reduce the various risks of promoting APPs due to incomplete and inaccurate consumer information. Application troubles.

The same method as the above method of promoting the use of APP can also be used for "smart contract" (a virtual agreement that does not require a middleman to confirm, audit and verify identity due to the support of blockchain technology) marketing middle. Based on the support of blockchain technology, consumers will activate this "smart contract" when they subscribe to emails or bookmark registration reward programs. After that, whenever consumers interact with emails or advertisements, small incentives will be automatically saved. into consumers’ wallets. This brings us to our next topic.

A similar model can be used in the website promotion advertising business, that is, motivating consumers through compensation to drive page views for each advertising page.

In 2016, a study released by HubSpot showed that most Internet users do not like pop-up advertising windows and mobile window ads, believing that online advertising seriously interferes with vision and has certain intrusive and damaging negative effects. For this reason, more and more users are installing ad blocking tools. This widespread trend of distaste has had significant punitive consequences for the advertising industry. It is estimated that ad blocking will cost publishers a whopping $35 billion in lost revenue by 2020.

With the support of blockchain technology, marketers canTo rethink its own advertising, marketing promotion and revenue model, that is, consumers who pay attention to marketing and advertising can directly pay them "small incentives". Of course, this method will also get rid of the middle layer of advertising publishing such as Google or Facebook. .

It is believed that the “duopoly” of Google or Facebook in the Internet and digital advertising will soon be threatened by the application of blockchain technology. Although keyword-based search will not completely disappear, its advantages will no longer exist. Ultimately, individuals will take control of their own private online profiles and manage their own social networks.

With the help of blockchain technology, companies can bypass some of the current social media “giants” by interacting directly with consumers and share the rewards of browsing ads with consumers. In 2016, Google reportedly generated an average of $73 in revenue per active user through advertising. Of course, $73 is just the average return for more than 1 billion active users, and we can reasonably estimate that the revenue Google brings to some highly valued people will be far more than $1,000. Just imagine, when companies use blockchain technology to implement "voluntary browsing advertising" and deliver effective product consumption value to consumers, how great the marketing effect will be?

With the help of blockchain technology, advertising delivery and the degree of consumer participation can also be confirmed to avoid excessive advertising and the abuse of email advertising. Because excessive advertisements and flooding of email advertisements will not only make consumers bored and lose motivation to purchase, but will also aggravate consumers and create resentment, thereby blocking advertisements. For example, consumers who have already purchased the product will not be willing to receive it anymore. Any advertising placed by the Company.

Blockchain technology can also be used to verify the source of marketing information. Micropayments will effectively destroy large-scale phishing spam emails, weaken the interference of ineffective marketing on people, and purify the Email environment.

Approximately 135 billion spam emails are sent to users every day, accounting for 48% of all emails sent. With only one reply for every 12.5 million emails sent that are considered "junk," the waste and disruption are staggering.

Using blockchain technology, as long as the recipient is paid a small marketing fee, spam can be filtered or blocked through these small marketing costs. With the help of these marketing costs, companies can help identify the target emails. Marketing or trading to consumer groups with independent wishes.

A similar situation is that on the Internet, every time a user clicks on a link, a small micropayment transaction may be generated. In most cases, users only need to pay a small fee, for example, it only costs one cent to read a news article. This kind of micropayment will be a way to defeat denial-of-service attacks.(Translator's Note: Denial of service attacks, Dos attack for short. Dos attack is a type of network attack. This attack has always been a problem that cannot be reasonably solved. For example, attacker recruitment A robot attacks a website and sends millions of requests, causing the website to crash due to a full cache, delayed response or even outage).

Blockchain technology can also prevent robots from establishing false media accounts and prevent them from creating fake media accounts. Sending massive amounts of false information to users and stealing online advertising revenue from big brands. Online authenticity is indeed being baked into blockchain technology.

Keybase.io is a company dedicated to solving the problem of social media fraud, Leveraging blockchain technology allows individuals to prove that they are the rightful owners of various social media accounts. This makes marketing impact easier to track and marketing spend easier to prove, both of which mean the marketing industry A major breakthrough achievement.

As of 2016, fraudulent or deceptive display advertising resulted in a loss of $7.6 billion, and this loss accounted for 56% of total display advertising revenue. In the next few years , this number is expected to rise to US$10.9 billion.

Using blockchain technology to track advertising display activities, marketing organizations can monitor the execution of entire automated advertising campaigns to ensure marketing support It is used to promote return on investment (ROI), and can directly quantify and analyze the input and output of marketing activities on each user and each email.

By associating small marketing behaviors with micropayments, Blockchain technology solves these attribution problems that have plagued marketers in industry operations and management for decades.

In addition, ordinary people who create popular new media content, such as Some highly sought-after viral videos or social posts can receive "rewards" every time they are clicked, all thanks to "blockchain technology." But the current situation is that unless their works are published on subscription online platforms or channels, otherwise they would not get paid.

In all of these blockchain application scenarios, content creators have the right to create and manage their own successful content. Works.

Coupit is both a cryptocurrency (Coupit Coin) platform and an open market where businesses and individuals can sell their own products and services. The difference is that Coupit is an application area An e-commerce platform powered by blockchain technology, and Coupit is preparing to maximize the use of blockchain technology to improve the impact of its marketing content.

Based on the support of blockchain technology, the company’s marketers Can intervene in the development process of consumer loyalty programs and group buying alliance programs. Consumers can interact with each otherBy replacing your own rewards and offers, marketers can easily differentiate between dormant customers and loyal customers. This visible, transparent, and easy-to-operate means helps marketers create personalized marketing prices and promotions for customers, thereby expanding their marketing effectiveness.

Even if aggregator analysis or intermediary analysis is necessary, micropayments will allow businesses to bypass ad blocking tools, and individuals will have control over the amount of personal information they share and will directly receive ad views. With the rewards coming, many privacy issues will also be completely solved due to legal protection.

Take the Brave browser as an example. This new web browser developed by Brendan Eich, co-founder of the Mozailla project and creator of the JavaScript language, in addition to providing a new level of privacy and security protection, Brave enables a blockchain system designed to transform the relationship between users, advertisers and content creators. Its “Basic Attention Tokens” (BATs) are tokens for a blockchain-based advertising platform. The project aims to eliminate third-party advertising transactions, protect user privacy, reduce advertising fraud, and share content with users. Revenue to reward users' attention to improve online advertising. _ Translator's Note) will allow publishers and advertisers to monetize value-added services to gain part of the growth associated with the advertising business, 73% of which is driven by Facebook and Google dominates.

As blockchain becomes mainstream, all intermediaries will need to adapt their business models. The decision-making chain changes structurally:

Individual consumers will have greater control over how they share their private information;

Consumers will decide how to spend time with advertisers Interactive;

Spam and phishing scams are blocked, and from a cost perspective, the more spam they send, the less sustainable their business will be.

From an enterprise perspective, this may mean a higher level of control over the traffic quality of all marketing promotions, as well as a better understanding of consumer behavior based on data management.

On the other hand, ads cannot be served without a transactional fee being paid to each affected individual. Consumers will also be motivated to post real and accurate social information online, such as describing content of interest, etc., and they will also pay for it. Instead of paying marketing fees to social media middlemen, marketers will pay directly to the end consumer. When the target consumers are high-value customers, the incentive mechanism will also increase, and the marketing will directly hit the bull's-eye.

Blockchain technology is reshaping social trust, making social trust more powerful, increasing visibility,There is huge potential for connecting multiple sources and rewarding individuals for their contribution to transactions. Marketing activities and the advertising industry will be fundamentally affected by these changes. Not only for the company's top marketing leaders (CMO, chief marketing officer), but also for decision-makers such as corporate strategic planning, finance, and technology decisions, pushing them to design and implement blockchain as a priority business matter. From an operational perspective, companies may establish new high-level trust models with consumers and ultimately connect consumers with products through credible marketing campaigns.

Marketing managers and technology managers are likely to use blockchain technology to reshape corporate customer relationships. Early introduction of this far-reaching technology will help companies seize market opportunities and benefit from this technology. Benefit in advance from technologies that will be widely used in the future.

About the original author:

Campbell R. Harvey is currently Professor of Finance and J. Paul Sticht Professor of International Business at the Fuqua School of Business, Duke University. He served as the 2016 U.S. President of the American Finance Association. Professor Harvey is an investment strategy advisor to Man Group, PLC, and a partner and senior advisor to Research Affiliates, LLC. For the past 5 years, he has taught blockchain courses at Duke University: Innovation and Crypto ventures.

Christine Moorman is T. Austin Finch, senior professor of business administration at Duke University’s Fuqua School of Business and author of the Journal of Marketing 》 (Journal of Marketing) Editor-in-Chief.

Marc Toledo, a senior associate focusing on blockchain and digital transformation at PwC, graduated from Duke University with an MBA and worked at the World Bank and Apple During this period, he led large-scale projects related to cybersecurity, machine learning, and artificial intelligence.

『二』What is blockchain technology and how it changes business and financial models

Blockchain technology is A distributed ledger technology that allows multiple participants to jointly maintain a secure, transparent, and immutable record on a decentralized network. Blockchain technology was originally designed for the digital currency Bitcoin, but is now widely used in many other fields.

The core features of blockchain technology include:

Decentralization: Blockchain has noThere is a central control agency and data is distributed on various nodes in the network, which makes it decentralized and reduces the risk of single points of failure.

Transparency: Transaction records on the blockchain are public to all participants, and anyone can view these records. This helps increase trust and reduce the risk of fraud.

Immutable: Once a transaction is recorded on the blockchain, it cannot be easily modified or deleted. This guarantees data integrity and security.

Smart contracts: Transactions on the blockchain can be automatically executed to implement "smart contracts", which automatically execute corresponding operations when specific conditions are met. This helps simplify complex business processes and reduce costs.

Blockchain technology has had a profound impact on business and financial models, which is mainly reflected in the following aspects:

Reducing costs: Blockchain technology can reduce intermediary links and reduce costs. Transaction costs and operating costs. For example, by adopting blockchain for cross-border payments, remittance fees can be significantly reduced.

Improving efficiency: The automation and smart contract features of blockchain technology help improve the efficiency of business processes, reduce manual intervention, and reduce error rates.

Enhance trust: The transparency and non-tamperability of blockchain technology help to establish a reliable trust system, reduce the risk of fraud, and provide better protection for commercial activities.

Innovative business models: Blockchain technology has spawned many new business models, such as decentralized finance (DeFi), digital asset trading, supply chain finance, etc. These new business models have brought disruptive changes to existing industries.

In short, blockchain technology, as an emerging technical means, is gradually changing the landscape of business and finance. With the continuous development of technology and the in-depth promotion of applications, blockchain is expected to have a more extensive and far-reaching impact in the future

『三』 Blockchain Encyclopedia: The Past and Present of Blockchain - 3.0 Era

The representative of the blockchain 1.0 era is Bitcoin, the representative of the 2.0 era is Ethereum, and the troubled times of various copycats and air coins. Blockchain 3.0 is the era of consumer-level blockchain that has truly entered commercial and physical applications after the troubled times. The typical symbol is the emergence of tokens. The pass has brought about changes in traditional business models and production relations. The pass has moved from the digital world to the real economy and has begun to seek practical applications in various industries.

The pass has three elements, one of which is indispensable.

Pass: The pass can be circulated on a large scale in a network and can be verified anytime and anywhere; Certificate: As a proof of digital rights and interests, the pass must be a certificate of rights and interests that exists in digital form, and it must represent It is a right, an inherent and intrinsic value; value: the token must have economic value.

In this way, the meaning of "token economy" is not difficult to understand. Token economy isA large-scale group collaboration based on tokens will maximize the role of tokens, allowing every role that creates value to share value fairly, fully mobilizing participation motivation, and forming a self-organizing form.

Major changes in the blockchain 3.0 era

The token economy has laid the theoretical basis and technical support for the large-scale application of blockchain, and the future world will also be transformed by it. Large-scale changes include:

1. Fragmented investment, fragmented income, subverting the traditional way of doing business on the Internet. In the traditional Internet era, it was impossible for ordinary people to participate in the investment of a company, but the emergence of blockchain allows ordinary people to make fragmented investments in a large asset. Assuming that Alibaba originally adopted blockchain for fragmented investment, then all fragmented shareholders who invested in Alibaba would be able to reap a return on investment that has increased thousands of times today!

2. Break the money-burning model of the Internet and make everyone a winner. The free model of the traditional Internet is essentially to obtain a large number of users through free products to form monopolies and barriers, and then make profits through advertising and value-added services on this basis. In the blockchain 3.0 era, project income is redistributed by issuing tokens to attract more early investors and community users. As the number of users holding tokens increases, the value of the tokens will become higher and higher, and community users, investors, and projects can all benefit from it. In this way, the money-burning model of providing free services in the early days of the traditional Internet can also be improved, and everyone will become a winner.

3. Breaking down the traditional corporate organizational hierarchy, self-organization may become a future trend. In the blockchain 3.0 era, through the establishment of distribution and collaboration mechanisms through smart contracts, it can be more efficient and accurate than enterprises. All token owners will naturally form a community. Everyone has the same goal - "to promote the development of the project and make it a success". They are all members of the community, contribute to the community, promote the value-added of the token, and thus gain benefits together. profit. From a philosophical perspective, this new self-organizing community of freedom, independence, and equality must be the future trend. Gojoy blockchain e-commerce is a blockchain self-organized community. Every consumer is a token owner and a fragmented investor, so he is very happy to co-create and build Gojoy value.

Therefore, we can look forward to the era of great development of the blockchain 3.0 token economy, and the existing ones may be subverted. What we need to be prepared for is to work hard to embrace the blockchain. If you want to seize the trend of blockchain and understand how to transform into blockchain, please leave a message to communicate and we will take you to learn the blockchain professional certification course.

『四』 What blockchain projects in China that really affect society and life and have been implemented are worth mentioning

Speaking of blockchain, it can be said that there are currently no A multi-million dollar implementation project was created, but because of thisTherefore, the imagination space of blockchain is very large. At present, major companies in various countries are deploying blockchain technology, but most of them are small-scale applications or pilot projects, but they are also worth mentioning:

1. Blockchain + electronic invoice

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On August 10, 2018, the country’s first blockchain electronic invoice was launched in Shenzhen. Different from traditional electronic invoices and simple electronic invoices, the blockchain electronic invoice that was implemented this time combines the "fund flow and invoice flow" into one, combines invoice issuance and online payment, and opens up invoices. The entire process of application, invoicing, reimbursement and tax filing.

The Shuqin core team has been committed to blockchain technology research and application exploration since 2013. At the beginning, the Shuqin team wanted to integrate blockchain technology with the Internet finance at that time. combine. However, how to ensure that the data saved by blockchain technology is recognized by the existing judicial system? Shuqin found that the development of the entire blockchain industry will face the same problem: judicial validity! In order to solve this industry problem, Shuqin team established Baoquan.com.

This was a problem that even Ali could not solve at the time. In order to establish a connection with the existing judicial system, the Shuqin team found Qianmai, the only identification center with data identification qualifications in Zhejiang Province at that time, and established Qianxin.com with them. After many efforts, in 2016, Qianxin.com issued the first blockchain-based electronic evidence forensic appraisal certificate.

Relying on Baoquan.com, a platform connected to the basic rules of society, Shuqin Technology is based on the vision of jointly building a new digital economic ecosystem. Shuqin has built everything from blockchain data center infrastructure to public chains. As well as the "technology + data + industry" ecology of sub-chains and alliance chains, it has designed leading multi-layer incentive models such as trusted ledgers, DAPP applications, data production materials, effective computing power and algorithms, and effective value data based on consensus mechanisms. A virtuous cycle of exchange and token economy empowers the real economy.

In this regard, as the incubation team of Shuqin Technology, Tian Dachao, founder of Chainshan Capital, commented: Shuqin Technology will be one of the most promising companies in guiding the future development of the blockchain. It is reported that Chainfir Capital is the world's leading digital technology investment bank and digital asset management company. It provides full-process investment banking and encrypted digital asset investment management services for blockchain project investment, incubation, financing, trading and community, and is committed to providing investors, Enterprises and industries provide financial and industrial capital integration solutions that create far-reaching value, striving to create unicorns in the future blockchain field.

Blockchain is still in its infancy, but its development potential cannot be underestimated. In the near future, there will be a steady stream of companies joining the blockchain industry or using blockchain technology. ChainFir Capital, led by Tian Dachao, is doing this to discover more valuable, ideal, and promising companies that focus on the underlying technology of the blockchain, and give them wings to take off, in the hope of making the area faster. Blockchain is implemented to create value for society.

『Wu』 Blockchain 1.0 eraWhat are the practical applications?

The development of blockchain 1.0 is closely related to digital currency, and its applications are generally concentrated in currency transfer, exchange and payment. In a sense, blockchain technology during this period found a solution to the decentralization of currency and payments.

Currency and payment constitute the most significant applications in the blockchain 1.0 era. A series of virtual currencies represented by Bitcoin have emerged, such as Litecoin, Dogecoin, Ripple, Futurecoin, and Peercoin. Etc., thousands of digital currencies have been produced around the world, and there are about 700 types still in operation. These "alternative currencies" act as "cash" on the Internet, opening up another world in the financial field. In the application scenario of virtual currency, individuals can use a decentralized, distributed and global way to allocate and trade various resources.

The blockchain during this period has set off a huge wave in the financial field. In areas related to transfers, remittances and digital payments, blockchain technology has attracted much attention. In these fields, the traditional method requires tedious processing processes such as the account opening bank, counterparty bank, clearing organization, overseas bank (agent bank or overseas branch) through central institutions such as banks, which takes a long time and is costly. After applying blockchain technology, payment can realize end-to-end transactions, eliminating the cumbersome intermediary processing links. It is not only fast, but also has very low transaction costs. Especially in terms of cross-border payments, the blockchain-based payment system can provide users with global cross-border, real-time payment and clearing services in any currency. Cross-border payments will be completed instantly at a low cost.

The Xueshuo Innovation Blockchain Technology Workstation under Lianqiao Education Online is the only "Smart Learning Factory 2020- Xueshuo Innovation Workstation" launched by the School Planning and Construction Development Center of the Ministry of Education of China. Approved "Blockchain Technology Professional" pilot workstation. The professional base is based on providing students with diversified growth paths, promoting the reform of the training model integrating professional degree research, production, and research, and building an applied and compound talent training system.

『Lu』 Big Data and Blockchain

This story still has to start with Bitcoin

Bitcoin, an electronic cash system, simultaneously deintermediates (electronic cash between individuals does not require the intervention of a trusted third-party intermediary) and decentralized (maintained by an institution) (both parties to the transaction can complete the transaction without establishing a trust relationship)

Hash function: Convert an arbitrarily long string into a fixed-length output (the calculation process cannot be too complicated). As long as the input string changes slightly, the output of the hash function will be completely different.

Blockchain: Divide large things into many blocks for storage. As long as one thing is tampered with and the data below are different, it will be discovered

Use blockchain (data structure hash function) to ensure that the ledger cannot be tampered with and use digital signaturesTechnology to ensure that only you can use your own account, using p2p network and POW consensus mechanism to ensure decentralized operation

Blockchain uses a block chain data structure to verify and store data , a new distributed infrastructure and computer paradigm that uses distributed node consensus algorithms to generate and update data, and uses cryptography to ensure data transmission and access security.

Three elements:

The essence of blockchain is a distributed ledger, a kind of database. The blockchain uses a hash algorithm to ensure that information cannot be tampered with, uses public keys and private keys to identify identities, and collectively maintains a reliable database in a decentralized and disintermediated manner.

The differences between big data and blockchain are mainly reflected in the following aspects.

(1) Data volume. Blockchain technology is a new application model of computer technologies such as distributed data storage, point-to-point transmission, consensus mechanism, and encryption algorithms. The amount of data processed by the blockchain is small and has a meticulous processing method. Big data manages massive amounts of data, which requires breadth and quantity, and the processing methods will be rougher.

(2) Structured and unstructured. Blockchain is a block with a rigorously defined structure. The chain composed of pointers is a typical structured data, while big data needs to process more unstructured data.

(3) Independence and integration. In order to ensure security, the blockchain system's information is relatively independent, while the focus of big data is the integrated analysis of information.

(4) Direct and indirect. Blockchain is a distributed ledger, which is essentially a database, while big data refers to in-depth analysis and mining of data, which is a kind of indirect data.

(5)CAP theory. C (Consistency) means consistency, which means that any read operation can always read the result of the previously completed write operation. That is, in a distributed environment, data at multiple points is consistent. A (Availability) refers to availability, which refers to obtaining data quickly and returning operation results within a certain time. P (Tolerance of Network Partition) is partition tolerance, which means that when a network partition occurs (that is, some nodes in the system cannot communicate with other nodes), the separated system can still operate normally. CAP theory tells us that a distributed system cannot meet the three requirements of consistency, availability, and partition tolerance at the same time. It can only meet two of them at the same time. As the saying goes, "You can't have your cake and eat it too." Big data usually chooses to implement AP, and blockchain chooses to implement CP.

(6) Basic network. The underlying infrastructure of big data is usually a computer cluster, while the infrastructure of blockchain is usually a P2P network..

(7) Source of value. For big data, data is information, and value needs to be extracted from the data. For blockchain, data is an asset and the inheritance of value.

(8) Calculation mode. In the big data scenario, one thing is assigned to multiple people. For example, in the MapRece computing framework, a large task will be decomposed into many subtasks and assigned to many nodes for calculation at the same time. In the blockchain scenario, multiple people are allowed to do one thing repeatedly. For example, many nodes in the P2P network record a transaction at the same time.

『撒』How to introduce the blockchain in 3 minutes in a simple and easy-to-understand manner, and what its commercial value will be in the future

There is a real joke, an engineer from Ant Financial, He wrote a blind date resume, and the job description in it was "code farmer", but no one clicked it for a long time. Later, he changed his work experience to "blockchain" and received 381 love letters at once.

From workers in high-tech industries to square dancing aunties, it seems that everyone is participating in the blockchain carnival. So what exactly is the seemingly mysterious blockchain? After reading the following content, you will have completed the journey from beginner to beginner.

1. What is blockchain?

To put it bluntly, the blockchain is "everyone keeps accounts together." Any database needs a big housekeeper to be responsible for "accounting" (maintaining the system and entering data). But after using blockchain technology, the concept of this "central steward" disappears, and each of us can participate in accounting. So the question is, whose record will ultimately prevail? Of course, it is the person who completes the work well and quickly. A system that strictly adheres to fairness will select this person based on the algorithm, write the contents recorded by him into the ledger, and send the contents of the ledger during this period to everyone in the system. of others to make backups.

2. What is so powerful about blockchain technology?

Any new thing must have unique advantages if it wants to develop rapidly, and the same is true for blockchain technology. First of all, blockchain technology ensures the security of the system. In the absence of a central steward, everyone is a defender of the home, which means that destroying some nodes has no impact on the system at all. Second, the recording process cannot be cheated. Everyone in the blockchain system has the same ledger, and the entire process is open and transparent. The system will determine the final result based on the opinions of the majority, and it is difficult for an individual to invade so many computers at the same time and just modify his own computer.The result is meaningless. Who would do such a thankless thing? Third, and most importantly, the blockchain completely abandons the existence of "credit intermediaries". Credit intermediaries are the platforms we must pass through when transferring money, such as traditional banks. Now any two strangers can directly complete mutual trust transfers, and the efficiency has been improved not only a little!

3. What is the use of blockchain technology? ?

As mentioned earlier, the main advantages of blockchain are that it does not require intermediary participation, the process is efficient and transparent, the cost is very low, and the data is highly secure. That is to say, any industry that has needs in these three aspects can use blockchain technology. Here are a few examples:

In the banking industry, the use of blockchain technology is equivalent to updating a digital, secure and tamper-proof General ledger books. In fact, Swiss bank UBS and Barclays Bank in the UK have already begun experiments, hoping to use it as a way to accelerate back-end system functions and clearing and settlement capabilities. Some institutions in the banking industry claim that blockchain may reduce middleman costs by 20 billion.

In terms of car rental, blockchain also has great potential. A future customer selects the car they want to lease, entering it into the blockchain's public ledger; then, sitting in the driver's seat, the customer signs the lease agreement and insurance policy, while the blockchain updates the information simultaneously. This is a foreseeable future for car sales and car registrations.

In terms of medical and health care, blockchain technology allows hospitals, patients and all parties in the medical benefit chain to share data in the blockchain network, and Don’t worry about data security and integrity. This means more accurate diagnosis, more effective treatment, and an improvement in the health system’s overall ability to deliver cost-effective care.

Blockchain is not cold-blooded. It has been implemented in applications that are closely related to our lives. For example, the application of Ant blockchain ranges from public welfare, to mutual insurance, to traceability of product authenticity, to traceability of rental housing.

In 2018, blockchain will "return to the world."

Blockchain, do you really understand it? Since it says three minutes, let’s give a simple answer.

1. What is blockchain;

2. What are the benefits of blockchain;

3. What are the uses of blockchain;

4. Blockchain technology and existing problems;

Let’s first look at the first question: What is blockchain

Let’s look at it literally. Blockchain is called Blockchain in English. This is a very good word. The English name is well chosen and the Chinese translation is also very beautiful.

1. What is a "block"?

You can think of it as a record, or anything, which forms such a record during the production stage. This thing can be any physical or virtual object in the Internet of Everything.

For example, if you generate a Bitcoin, which is a thing, it actually corresponds to a block. This block is a record of what it is.

When you produce a bottle of medicine in the future, a block is actually generated when this bottle of medicine is produced. When it leaves the factory, it needs to be recorded once, and this corresponds to it one-to-one.

This is the first dimension.

To make it easier to understand, for example, each of us is born with a unique identifier, which is our DNA. All species in the world have different DNA. Every individual's DNA is different.

Your parents can name you Zhang San, Li Si, Wang Wu. These names can be repeated, just like a bottle of medicine, whether it is aspirin or penicillin, these can also be repeated. Famous. However, human DNA is different. Even if you have identical brothers and sisters, your DNA is different, so this is your unique identifier. And once your DNA is formed, it cannot be changed. This is a benefit of the blockchain.

2. What is "chain"? The chain is actually a process. You can think of it as a transaction process. After this bottle of medicine leaves the factory, it enters the warehouse from the workshop and passes through a certain door, and it will record the process.

Of course, this requires automatic computer recording, and the cost of human recording is too high. Then, packing is a process, and transportation to the cargo transfer station is another process. Then it is loaded into a car and transported to the wholesale station, which is the next process.

Every step of the process is recorded. It is a process to go from the wholesale station to the store, it is another process for the people in the store to receive this batch of medicines and put them on the shelves, and it is still a process for you to buy them. Finally, when the whole process is connected, you will have a way to track the entire process of this bottle of medicine and know its authenticity, because once this bottle of medicine is produced, it will be bound to the blockchain, as well as to people and people. The same is true for DNA binding, which cannot be changed, but it can be seen and tested.

The doctor can also determine whether this person is you by testing DNA. So in terms of nature, if we virtualize it, it is actually a smart contract. You have signed a sales relationship with one of your customers. Once this happens, it cannot be changed., then everyone can only execute it. This execution process is the same as the tracking of drugs I just talked about.

Second question: What are the benefits of blockchain?

1. Mathematically speaking, it is very beautiful. It changes from the past that you had to own something before you could know its properties to that you don’t own it, but you can ask questions Learned many details about it.

Mathematically speaking, this is a perfect asymmetric situation. You can tell whether it's true or false, but you can't change it.

2. Theoretically speaking, blockchain is very safe. For example, if you participate in the process of a bottle of medicine, others cannot see this information. When you buy this bottle of medicine, you can know where it comes from, but others cannot.

For the same reason, for example, if we sign a contract, others can verify the contract. If you go to a bank for a loan, he can ask you the amount.

However, he cannot obtain this contract, and he cannot steal this contract from your computer.

Blockchain also has some interesting properties. For example, a block chain can be divided into two at will, or several can be combined into one, etc.

3. Blockchain is transparent, which means that everyone abides by this algorithm and there is no special agreement in private. So, if you believe in this algorithm, it means you believe in me and believe that I didn't do anything fishy. I will not secretly do anything in the contract to make you suffer losses.

This is a beautiful place theoretically and mathematically.

In the third block, let’s take a look at the uses of blockchain

1. Bitcoin is a cryptocurrency, and the Ethereum currency that everyone uses now is also a cryptocurrency. Of course, you can make another one based on it, either Zhang three coins or Li four coins. As for whether it can replace the currency of the future, this is doubtful.

2. Financing, we used to divide financing into three stages: the first stage is to get a loan from the bank. If you want to open a restaurant, you need to mortgage something. The second stage is that you issue some stocks and I sell 10% of the stocks, so that I can obtain part of the funds.

The third stage is actually crowdfunding. For example, if I want to write a book, it may cost 50,000 yuan for the publishing house to publish it. If any of you can give me 50 yuan at the beginning, I will use it in the future. Once the book is written, give everyone a copy. You will get the book, and of course I will publish it. But there is a problem. For example, I sell this book for 100 yuan and you get it for 50 yuan. What if my book sells very well, assuming I sell 100,000 copies, but you don’t seem to benefit from me? what to do?

Is there a fairer way to measure everyone's contribution? Just one wayYes, by issuing a cryptocurrency (ICO), you can benefit from it when the business we do becomes bigger in the future.

3. Smart contract, for example, sign a contract. In the future, the smart contract can become like this. All the nodes in the middle are determined when the contract is signed, such as building or decorating a house for you. , your payment must be given to me at any stage of the decoration. If you accept it, no problem, the payment will be automatically given to me.

You can even sign with my supplier, which means that as soon as my money arrives in my account, I will give it to my supplier immediately. This will save many triangular debt problems in the future, including the problem of arrears to migrant workers.

Blockchain can also be used for property registration, car registration, etc. Of course, another great use is gambling. In fact, gambling is the most willing to adopt new technologies because it is closely related to money.

After talking about the benefits of blockchain, let’s take a look at the technology and existing problems of blockchain.

Today’s blockchain is basically the second generation and the first generation. It is the Bitcoin generation. It has many problems. It is not a platform, but is actually a specific application.

The second generation is represented by Ethereum. It is a platform on which you can issue your own coins, and it removes the concept of mining machines, so its transaction costs will be much lower. . The reason why ICOs are everywhere today is because with Ethereum, you can issue coins. Unlike in the past with Bitcoin, you had to completely copy its formula and copy it again. Today you are on Ethereum. , it is easy to issue your own currency, just like you can easily make your App on the Android operating system today.

There are three problems with Bitcoin transactions

1. The transaction delay is very long. I have asked people who specialize in Bitcoin transactions and the delivery time ranges from two hours to two hours. Days wait, so it is very inconvenient for you to use it to launder money. After the RMB is converted into US dollars, it may fall by 20% in two days, and you will lose 20% of your money.

2. It cannot be distributed. Like Bitcoin, a few people in the early days took away a lot of its shares, so how to distribute it in the future is also a problem. No one understands it clearly, so it is difficult to use it as a currency. a currency. Because if it really becomes a currency that everyone uses, it will be equivalent to the first few people taking away a large part of the world's property.

3. Transaction costs are high. For example, a cup of coffee at Starbucks in the United States costs $2.50 on average. You usually pay money at the counter, and the transaction time is only one minute. If you want to use Bitcoin, you have to wait two hours before you can get your coffee, and the transaction costs are extremely high, the electricity bill alone is $20. In other words, if you pay $2.50 for coffee, the transaction cost of electricity is $20, so this is unrealistic.

Blockchain has a very highThis risk is not only a technical risk, but also a policy risk. In fact, it is also an opportunity. Whoever solves this problem will get the opportunity. Its transaction costs are also very high, so whoever can develop new underlying technologies and reduce this transaction cost will make a lot of profits in the future.

Some people say it is the next generation of the Internet. I don’t agree with this, but it will definitely be a supplement to the Internet. Some people say whether it can subvert the central bank, but this is not certain, because there is no reason why the central bank or these big banks cannot do this themselves, so those who expect it to subvert the central bank may be too happy too early.

Perhaps in the end it was these large financial institutions in the past that used the blockchain to update themselves.

Talk in the vernacular and get useful information!

Literally, blockchain is blocks and chains, and some relationship between them. It is essentially a distributed accounting method and a network database system that cannot be tampered with.

The current development directions include digital currency, payment, smart contracts, defi finance, web3 and so on. It is still in the initial stage of development and is a back-end technology. Most projects are still speculating and financing.

Today's Afghanistan may be the best proof of the value of Bitcoin, and there is no problem with value storage

Blockchain is not just a technology, it is a way of trust transfer, value The way it is delivered may have huge potential in the future.

Keywords: block, chain, database, ledger, Afghanistan, currency speculation, value, technology, market

First, what is a blockchain? Blocks and chains are an accounting method and a form of network data storage.

Literally speaking, blockchain refers to blocks and chains. This block actually records the transaction records of the entire network, or the execution process result data of smart contracts, etc.

Every once in a while, the entire network will produce a block. This block records all transfer data, and the blocks need to be connected by some kind of "chain".

This chain is an encryption algorithm. Some information of the previous block is used to calculate and obtain some information of the next block. They are linked together. The latter block can trace back the previous block and needs to be modified. The next block must modify the previous block, all the way to the first block. Regarding the details of these issues, I have written many articles before. If you are interested, you can go back and take a look.

Blockchain is actually an accounting method, or a database storage method. Please pay attention to what I say below. The whole process is the operating mechanism of blockchain.

Each node in the entire network has the same status and runs the same program. This program is used to collect, encapsulate and package all transaction record data records that occurred in the entire network within a period of time. Then announce and broadcast to the entire network

Let's take Bitcoin as an example. Once this packaging and encapsulation is completed, you can obtain the right to produce the block. A certain amount of Bitcoin can be issued every time a block is produced. Since the nodes in the entire network run the same program, there is no center to control everyone. Therefore, the currency issued is irrevocable and cannot be changed.

How to decide who has the right to make a block? This requires the use of the so-called consensus mechanism, which is to establish a rule and use who produces the block as the benchmark to solve the problem of network consistency. The mainstream consensus mechanisms include POW mechanism and POS mechanism. Proof of work and proof of stake. Proof of work, who does more work, and proof of equity, who stakes more assets

Pow means that everyone calculates a difficult mathematical problem together, whoever calculates it Whoever comes out has the right to produce the block. Pos means that everyone takes out their family assets as mortgage, and whoever mortgages more. It is possible to be selected as a block producing node.

The essence of this approach is that you have to pay a certain price and receive a certificate of investment, which essentially builds a kind of trust.

When all these tasks are completed, a block can be produced, and the block will be connected to the previous block one by one. This is the entire block sequence. Note that the entire blockchain world will produce many blocks, connected to one chain after another, but everyone only recognizes the longest chain, and short chains will be discarded.

To put it simply, each network node uses a program to package transactions within a period of time, and then connects the transaction blocks one after another and saves them in each node, but an encryption algorithm will be used in the process. Ensure that node information is not leaked, ensure that user information is encrypted, and ensure that the information in the block is not hacked or tampered with

Second, the block The current development of the chain, various projects and significance, at this stage are more about currency speculation, and there is no problem with value storage.

Blockchain has been developing for twelve or three years since the Bitcoin white paper in 2008. It has also experienced various evolutions and developments.

For example, now it has gone from being able to issue currency in a distributed way to now having huge functional expansion. The landmark event is the birth of the Ethereum smart contract.

I have explained many times that a smart contract is an automated contract signed by two or three parties. It will be automatically executed as long as the conditions are met. It is essentially a program with infinite possibilities and the judge in the blockchain world. Various functions can be input into the program, and the program exists. Blockchain has become rich and colorful.

Current blockchain applications mainly include the following aspects: smart contracts, payments, cross-chain assets, oracles, defi, web3 storage, etc. I will briefly mention two. Let’s take an example and talk about its commercial application.

For example, defi applications are quite popular on Ethereum now. Defi is decentralized finance. Abbreviation for decentralized finance.

What does it probably mean? It is to move all financial-related businesses in real life, such as mortgages, insurances, and loans, onto the blockchain.

This field is very popular now, and the reason is simple. It is very suitable for blockchain. As I said, a smart contract on the blockchain is a contract. If the contract conditions are met, execution can be automatically triggered.

In the past, it might have been very troublesome for you to go to the bank to apply for a loan. You had to sign various signatures and verify them, and the bank might not be open on weekends and nights

But with blockchain The network operates 24 hours a day. If you want to run various assets on it and do various mortgage transactions, you only need to click and there is a software terminal.

Of course, the real assets will be frozen in the process and mapped to virtual assets. After the transaction is completed, they will be exchanged for real assets. Cross-chain technology and oracle technology may also be used in this process, which I have written in detail in other articles.

It roughly means cutting off banks through decentralization, and direct point-to-point transactions. The security of transactions is guaranteed by blockchain technology, code and cryptography.

There is also the current web3 storage class. For example, the leading project fil. His vision is to take out all the scattered hard drives. Break all the data and information that need to be stored on the network into small pieces

and then distribute them to the entire network. When we want to use network data in the future, we no longer need large network database or server. In this way, Internet giants cannot charge high service fees. There is no way to maintain a monopoly.

If you want to obtain stored information, just take a taxi online like dd. You pay for a taxi, so that information on the Internet can flow freely. Costs will drop significantly.

Of course, these visions are grand and huge, and the current blockchain development is still in its early stages. There are still some technical difficulties to be overcome and some underlying systems to be established, but there is no problem in this direction.

The original digital asset projects like Bitcoin have now been proven to be very safe. Just like this situation in Afghanistan, the first thing that comes to my mind is Bitcoin. He is the first violent and unplunderable asset.

Your house may be occupied and blown up, and your gold may be robbed. And if you have Bitcoin, it's much easier. He can't snatch this thing away, because the mnemonic phrase and private key are in your mind, and he doesn't even know whether you have this thing in your mind. If you want to pass it on to your child, just ask him to memorize the key and mnemonic phrase.

It is precisely because we are now in a financial crisisCapital and bubble stage, so all the news you see on the Internet is still speculating on currencies.

Also, this thing is a back-end technology. For example, Guangdong Province already has blockchain invoices. For example, there are already some blockchain apps for judicial certification, but for the front-end For you, you can't feel it. There is an extra string of hash codes on the invoice, can you tell the difference?

This is why when it comes to blockchain now, everyone is speculating on coins, but in fact it has certain applications and future technical logic.

Third, it is essentially a mechanism of trust, a method of value transmission, and an exploration of social governance methods.

What is the essential value of blockchain? The most important thing is that it is a way of credit transfer. Because there is enough credit, real-life assets and property values ​​can be spread on the Internet in the form of information codes.

Mainly in these aspects.

First, before Bitcoin, people did not know how to protect a piece of information, because information on the Internet can actually be copied. Bitcoin solves the problem of uniqueness of information assets. With scarcity, there is value in transactions and storage.

The second is decentralization and disintermediation. We used to do everything. All require some kind of intermediary. For example, when you borrow money, a bank acts as an intermediary, and when you buy a house, various institutions and real estate agencies act as intermediaries.

You cannot buy or sell directly. Because you don't have enough credit. We usually come to find a third party, but the third party is usually made up of people and may also do evil.

For example, the master who could whip five lightning whips a while ago. If he calls you all kinds of names at the beginning, you may be frightened. You won't know he is a liar until he is punched and lying straight there. This is human credit, which is unreliable

Blockchain ensures credit through code, cryptography, and consensus mechanisms. We no longer need a powerful third party. Note that this third party will often become a monopoly boss.

The third is to reduce the cost of coordination, communication and entry barriers.

If we want to become richer, we need to trade in the market. And transactions require coordination and division of labor. Essentially, the companies and organizations we work for are intermediaries.

You have to integrate your resources through this kind of intermediary, transform your labor force, your brainpower, and your ingenuity into final products and sell them on the market.

The smart contract technology of blockchain technology can break up these contracts in a decentralized manner. People in the market can combine freely to establish a new type of organization that is completely transparent and cannot tamper with the rules, which is a blockchain autonomous organization. The future of this kind of organization may be more promising than that of ordinary joint-stock companies.

You can join or quit an organization at will, and the trust between you and others has been resolved. You can cooperate with others and sign smart contracts to complete joint collaboration and complete a certain product. We no longer have to worry about some big capitalist taking advantage of everyone and getting the bulk of the profits.

So the Bitcoin blockchain is essentially a big social experiment, through the consensus mechanism, the decentralized decision-making method, and the distributed signing of smart contracts. Gradually and completely change the original appearance of our society. Restore the original ideal of market economy, peer-to-peer, direct transactions between people.

To summarize. Blockchain is a block of information connected together through an encryption algorithm. It is essentially an accounting method and a network data structure

Through decentralization, you can do finance, storage, and decentralize many things, but now it is still very In the initial stage, most projects are still in the stage of speculation, financing and concept development.

The value storage capability of the blockchain has been proven to be problem-free, very safe, and cannot be plundered by violence.

The essence of blockchain solves the problem of credit intermediary, and at the same time can reduce the cost for people to work together, lower the threshold for enterprise entry, improve social efficiency, make social transactions larger, and allow We are richer.

I recommend the book linked below, it is easy to understand. Like You Pump tells the history of the birth of blockchain, the underlying technical logic of blockchain, and some mainstream projects. Learn some knowledge about blockchain, feel more at ease, and no longer worry about whether it is a scam.

『8』Bitcherry BCHC proposed "Blockchain 4.0" to promote the application practice of blockchain and e-commerce industry

With the development of blockchain technology With the continuous development of blockchain, it seems that many industries want to have something to do with the blockchain. There is a popular saying in the world: "Those who get the blockchain will win the world." So is this blockchain really as amazing as everyone says? How will blockchain finally be implemented? Today, let’s first talk to you about the application practice of blockchain in the field of “e-commerce”.

First, let’s briefly review what is e-commerce? E-commerce was born in the 1990s. It is a business activity that uses information network technology as a means and commodity exchange as the center and side. We call e-commerce "EC" for short. Many people think it is the ultimate major commercial use of the Internet, so they call it an epoch-making symbol.

According to data from US market research company Forrester, by the end of 2018, China’s e-commerce market is expected to reach US$1.1 trillion, becoming the world’s first trillion-dollar e-commerce market. The report statesBy 2022, China's e-commerce market will reach US$1.8 trillion, far exceeding the United States and Japan.

With the expansion of e-commerce, it has also greatly promoted the development of logistics, customer service and other industries. But at the same time, it has also brought about many problems. According to big data from the e-commerce consumer dispute mediation platform, the number of complaint cases accepted in the first half of 2018 increased by 66.93% year-on-year, and the growth rate was much higher than in previous years.

In order to solve the pain points of e-commerce in aspects such as counterfeit goods, logistics, integrity, and supervision, major companies and platforms are also showing off their skills and tricks. The most eye-catching one is our protagonist: blockchain. So how does it solve these problems?

First, supervise the production process of goods.

Second, trace and track the transportation of goods.

Third, guarantee product sales and after-sales service.

Fourth, protect user privacy.

The distributed e-commerce platform Bitcherry BCHC solves the platform trust crisis

Bitcherry BCHC is the world’s first distributed e-commerce platform. It is based on blockchain technology and is committed to To create a super ecology covering all aspects of clothing, food, housing and transportation. In the community ecology, all participants, such as users, merchants, super nodes, operating nodes, etc., use the token system for everyone's participation and economic sharing to open up the online and offline O2O e-commerce system, making the entire ecology healthy and autonomous. , develop healthily.

It is understood that the distributed e-commerce network has multiple payment methods, distributed sharing mechanisms, behavioral token incentives, distributed open platforms, multi-industry and multi-community access, and operating nodes around the world. , decentralized distributed business organizations, community self-propagation and ripples and other characteristics.

At present, consumer information is leaked, everyone has become a "digital labor", merchant profits are reduced, customer acquisition costs are increasing day by day, supply chain supervision is lacking, and product quality problems occur repeatedly, which is the problem for most centralized e-commerce companies. main pain points. Different from the centralized model of traditional e-commerce platforms, the underlying technology of distributed e-commerce platforms is a distributed accounting method that allows transaction data, dissemination, purchase, circulation and other behavioral data to be uploaded to the chain, making it open, transparent and non-tamperable. In distributed e-commerce based on blockchain technology, industry issues such as product traceability, logistics supervision, user evaluation and community incentives are all well-founded and well-founded. It returns data, traffic and value to the parties involved in the transaction, effectively solving the various shortcomings of centralized platforms.

To promote the implementation of blockchain in actual business scenarios, Bitcherry BCHC proposed "Blockchain 4.0"

According to a reporter's investigation, Bitcherry BCHC will adopt a two-stage approach to achieve the goal of “Blockchain 4.0”. Providing a public chain with high TPS and compatible with Ethereum smart contracts is the first phase of Bitcherry BCHC's measures to ensure the safe and efficient circulation of digital assets in the e-commerce ecosystem. In the second phase, Bitcherry BCHC will provide a large public chain environment that supports the e-commerce ecology - an e-commerce vertical blockchain network platform, allowing e-commerce operators to quickly realize digital operation transformation in the digital economy era and realize mutual cooperation in the e-commerce ecology. diversion. In addition, the reporter learned that the large public chain environment will also provide a governance structure, including a smart contract-based complaint mechanism, reputation scoring, arbitration mechanism, etc., to prevent fraud and damage to the interests of consumers and digital asset investors, and ensure the e-commerce ecosystem compliance and healthy development.

In terms of technology, the Bitcherry BCHC public chain will combine blockchain and DAG technology to provide a chain network system, and the main chain will provide guarantee for the security of the entire system. Use signature algorithms, distributed storage, data operations, consensus mechanisms, message diffusion and other technologies to optimize the distributed e-commerce network architecture, and use a decentralized and non-tamperable structure to allow all participating entities in the Bitcherry BCHC ecosystem to establish a trust mechanism to achieve Second-level fast transaction verification by all parties is the main technical feature of the Bitcherry BCHC project.