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⑴ What are the applications of blockchain in the industry?

Taking the tourism industry as an example, blockchain applications are mainly concentrated in travel, travel community reviews, digital identity management, and credit consumption. Application areas include management and tracking of pilots' professional certificates and qualifications, hotel and airline loyalty programs, reservation management, and consumption points management. In addition, with the development of blockchain, many related top domain names have been registered, which has had a relatively large impact on the domain name industry. In addition, blockchain also has applications in finance, games, entertainment and other fields.

⑵ What kind of sparks will happen if blockchain and new retail are combined?

Blockchain + new retail will reduce the asymmetry of buying and selling information and strengthen retail. Take the initiative to take action in the industry and increase user stickiness. Based on the reasonable analysis of consumption ranges under big data, merchants use data to launch targeted products and promotional activities to drive consumers' repurchase rates.

1. Blockchain + New Retail

Affected by the cold winter of capital, the development path of the traditional retail industry has become increasingly difficult in recent years, and has been replaced by new retail. of vigorous development. Of course, the hotly-hyped “blockchain” as an intermediary in recent years has made more and more people look forward to seeing what kind of sparks the perfect combination of the two will produce. As we all know, the traditional retail industry relies on information asymmetry to earn the sales price difference of products. However, the perfect "decentralization" feature of today's blockchain allows distributed ledgers to be released to consumers, directly eliminating middlemen. , New retail thinking helps establish new business models, and allocate the profit space between enterprises and consumers equally to both parties in a new way. Enterprises can establish sustainable economic models based on their own development characteristics, and consumers can obtain more information. Great value.

⑶ 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 chaotic era of various copycats and air coins. Blockchain 3.0 is the era of consumer-level blockchain that has truly entered commercial applications 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. The token economy is a large-scale group collaboration based on tokens, which maximizes the role of tokens and allows every role that creates value toIt can share value fairly, fully mobilize participation motivation, and form 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.

⑷ 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. However, survey data from "CMO" shows that only 8% of companies believe that blockchain technology has an important role in the market. A medium 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, which brings more choices and benefits to merchants. Cost comparison opportunities 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 relying on shared information purchased from third-party social media (such as Facebook) to obtain customer marketing data.This doubt illustrates the marketing value of data and also points out the trends 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 can rethink their advertising, marketing promotion and revenue models, 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 distribution, Google or Facebook.

You can trust Google or Facebookk The "two giant monopoly" situation 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 powerful weapon in defeating "denial of service attacks". (Translator's Note: Denial of service attacks, referred to as Dos attack. Dos attack is a type of network attack. This attack has always been a problem that cannot be reasonably solved. For example, an attacker recruits a robot to attack a website, Sending millions of requests caused the site to cacheThe area is full and causes downtime, delayed response or even shutdown).

Blockchain technology can also prevent robots from setting up false media accounts, sending a large amount of false information to users, and stealing the online advertising revenue of big brands. Online authenticity is indeed baked into blockchain technology.

Keybase.io is a company dedicated to solving the problem of social media fraud, using blockchain technology to allow individuals to prove that they are the legitimate owners of various social media accounts. This makes marketing impact easier to track and marketing spend easier to demonstrate, both of which represent major breakthroughs for the marketing industry.

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 increase. will rise to $10.9 billion.

Using blockchain technology to track advertising display activities, marketing organizations can monitor the execution of the entire automated advertising campaign to ensure that marketing support is used to promote return on investment (ROI), and can directly quantify and analyze marketing The input and output of activities generated by 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. , this will all be attributed to "blockchain technology". But the current situation is that unless their work is published on a subscription-based online platform or channel, they are not paid a penny.

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

Coupit is both a cryptocurrency (Coupit Coin) platform and an open market where businesses and individuals can sell their products and services. The difference is that Coupit is 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 exchange their own rewards and offers with each other, and marketers can easily differentiate between dormant 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 data aggregator analysis or intermediary analysis is necessary, micropayments allow businesses to bypassWith ad blocking tools, individuals will control and manage the amount of personal information they share, will be directly rewarded for ad views, and many privacy issues will be completely resolved through 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 has great potential in reshaping social trust, making social trust more powerful, increasing visibility, connecting multiple resources, and rewarding individuals for their contribution to transactions. Marketing activities and the advertising industry have 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, promoting 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.

⑸ How to use blockchain in new retail

First, use blockchain technology to integrate the supply chain and division of participating entities in the circulation of different commodities. Block chain storage system is connected. These include origins, manufacturers, distributors, retailers, brands and consumers. Make each participant's information viewable in the blockchain system.
Secondly, the operators of the blockchain alliance chain can be roughly divided into the following categories: alliance chain, automation, visualization, data efficiency, cross-chain bridging. Each link has a complete set of operating mechanisms, and the data chain information has Comprehensiveness, automation, openness, efficiency, rationality and linkage.
This operation and management mechanism is more scientific and rational. Especially in the food industry, taking beef as an example, through the unique traceability code of the purchased beef, consumers can clearly understand the authenticity of the purchased beef and the full traceability information, which greatly enhances trust. at the same time, using big data public opinion to help companies carry out smart marketing activities such as brand cultural promotion and maximize the benefits of companies and consumers.
Finally, based on the fact that the retail industry naturally has the remarkable characteristics of fragmented transaction data, diversified transaction nodes, and complicated transaction networks, the collection, storage, and integration of information on commodity production, circulation, and delivery are the end-to-end retail supply chain. The core proposition of management.
Hongqiao Technology uses blockchain to replace the paper model in the existing cross-border trade process, and forms a closed-loop self-certification capability for data on the chain through the integrity and correlation of trusted transaction data. Improve the document review speed and process operation efficiency in cross-border trade. Customs can directly manage the entire process of cross-border trade, review the transaction process in real time, and quickly and accurately analyze and control risks.

⑹ How to combine blockchain and new retail

How to apply blockchain in new retail?
As for the function of blockchain traceability technology, take JD.com as an example. This year, JD.com took the lead in implementing blockchain traceability technology, and the effect is obvious.
First, use blockchain technology to connect the supply chains of different commodity circulation participants with the blockchain storage system. These include origins, manufacturers, distributors, retailers, brands and consumers. Make each participant's information viewable in the blockchain system.
Secondly, the operators of the blockchain alliance chain can be roughly divided into the following categories: alliance chain, automation, visualization, data efficiency, cross-chain bridging. Each link has a complete set of operating mechanisms, and the data chain information has Comprehensiveness, automation, openness, efficiency, rationality and linkage.
This operation and management mechanism is more scientific and rational. Especially in the food industry, taking beef as an example, through the unique traceability code of the purchased beef, consumers can clearly understand the authenticity of the purchased beef and the full traceability information, which greatly enhances trust. At the same time, big data public opinion helps companies carry out smart marketing activities such as brand cultural promotion to maximize the benefits of companies and consumers.
Finally, based on the fact that the retail industry naturally has the remarkable characteristics of fragmented transaction data, diversified transaction nodes, and complicated transaction networks, the collection, storage, and integration of information on commodity production, circulation, and delivery are the end-to-end retail supply chain. The core proposition of management.
Consumers, regulatory authorities and e-commerce malls are most concerned about the credibility, reliability, verifiability and security of the entire process information. Blockchain technology integrates multiple basic technologies such as consensus mechanisms of multiple transaction entities, distributed data storage, point-to-point transmission and encryption algorithms, and is naturally suitable for end-to-end information management of retail supply chains. Protect consumers.
As mentioned before, the application of blockchain traceability technology can help consumers see where the goods are, making the process clearer. It provides a good platform for producer reproduction, market supervision and e-commerce market operation and management. Let me give you another example, which is accounting.
Blockchain is essentially a "decentralized" huge ledger database. It can be said that the traditionalThe centralized accounting method is transformed into distributed accounting. Blockchain is composed of a string of data associated using cryptography. In my opinion, the application of blockchain is intended to construct a trustworthy distributed business ecological environment that can both self-circulate and expand outward.
As I mentioned before about the characteristics of blockchain, information is transparent, open and common knowledge. In this way, for the retail market, profits are divided into two parts. One part is the value of Yuzhen’s goods. The other part comes from the addition of market information.
A reasonable look at the two sources of profit. Based on the environment created by the blockchain, market entities can reduce each other's wariness and increase the possibility of cooperation based on the openness of information. This is exactly the benign effect I expected from a trustworthy distributed business ecological environment. It is also the basis and premise of distributed accounting.
Cooperation in this good ecological environment can be simpler, more efficient and lower-cost, thereby achieving effective integration of resources and creating more economic and social value. More importantly, I believe that business is the result of the joint efforts of every market entity, and is also a participant in the blockchain. Each participant can find his or her own position in the blockchain, contribute their skills, and gain Corresponding rewards realize their own value.
Blockchain is the core supporting technology of the digital cryptocurrency system represented by Bitcoin. The core advantage of blockchain technology is decentralization. It can realize point-to-point transactions based on decentralized credit in a distributed system where nodes do not need to trust each other by using data encryption, timestamps, distributed consensus and economic incentives. Coordination and collaboration thus provide solutions to the common problems of high cost, low efficiency and insecure data storage in centralized institutions.
The application fields of blockchain include digital currency, certificates, finance, anti-counterfeiting and traceability, privacy protection, supply chain, entertainment, etc. With the popularity of blockchain and Bitcoin, many related top domain names have been registered. , which has had a relatively large impact on the domain name industry.

⑺What does blockchain mean?

Blockchain is a term in the field of information technology.

Essentially, it is a shared database. The data or information stored in it has the characteristics of "unforgeable", "full traces left", "traceable", "open and transparent" and "collectively maintained". . Based on these characteristics, blockchain technology has laid a solid foundation of "trust" and created a reliable "cooperation" mechanism, which has broad application prospects.

Blockchain is a new application model of computer technologies such as distributed data storage, point-to-point transmission, consensus mechanism, and encryption algorithm.

The Origin of Blockchain

Blockchain originated from Bitcoin. On November 1, 2008, a person claiming to be Satoshi Nakamoto ) published the article "Bitcoin: A Peer-to-Peer Electronic Cash System", which elaborated on theThe architectural concept of electronic cash systems such as time stamping technology and blockchain technology marks the birth of Bitcoin.

Two months later, the theory came into practice, and on January 3, 2009, the first genesis block with serial number 0 was born. A few days later, block number 1 appeared on January 9, 2009, and was connected to the genesis block number 0 to form a chain, marking the birth of the blockchain.