WEB 3.0 Or, will Sales 3.0 sell more business?

For a long time the Internet was not as exciting as it is today.

From last year's NFT Metaverse to the recent changes to WEB 3.0, the theoretical discussions, theories, and great angels about the future of the Internet are all coming. Even if it's only been 17 years since the advent of WEB 2.0 and 11 years since the iPhone 4 cracked the mobile phone, Internet users have the impression that they are standing in “next year”.

People on the internet can't stop.

And other groups that love and kill each other on the internet still work. It's the seller.

While the history of private enterprise on the Internet dates back more than 30 years, the history of the Internet in China dates back only more than 20 years. Then the grocery store was almost the oldest market in human history. If we loosen up the sleeves a bit more, the sleeves have been available in the world since the time silver took off, and have enjoyed human success overnight for tens of thousands of years.

Although the sleeve is the same, it can be seen in all the major changes and organizations associated with human progress in the history of mankind. Regarding the birth of human civilization in the city-state, the transformation of the economy, the expansion of prosperity and innovation. The greatest marketing application since its birth on the internet has incubated super retail stores like Amazon.

How will retail evolve in the era of WEB 3.0? We are trying to rewrite the history of the trading industry.

Retail 1.0: Focus on product loading and distribution

In Shen Congwen, the "border town", there are always merchants going in and out of small towns the size of the palm of your hand. Greedy shoppers always drop a few tea cigarettes for the guy to carry. It serves as a link between this small town and the outside world.

Instead of calling these people "entrepreneurs", it would be better to call them meetings. Goods are transported from south to north and from west to east. Earn sterling money with different products from different regions. Small business owners make local products and those who continue to risk.

The special circumstances of these sales models are usually industrial and at one time almost monopolized the merchandise in the city. It has also become very popular. childhood dreams.

The location and history of this pattern is due to the mismatch of the material itself to the environment.

It is because of its rarity that the product itself can satisfy consumers. A girl who buys ice cream never chooses whether the underwear she wears during the winter is expensive ducks and ducks, even if the items in her hands are small 1 yuan puddings or pills at 66 yuan. 200 yuan or 12,000 yuan Moncler.

The main problem that retailers have to solve is also very simple. In other words, "buy".

Who owns the origin and delivery, and who can transport the goods to their appropriate delivery location, get customers out to get the goods, and who got the first pot of gold. These models have thousands of years of human sales, and to this day, in some parts of the world where retail is not developed, the market is still the most important for local people to buy the goods.

Retail 2.0: Focus on multifunctional products

The advent of version 2.0 was the first to solve the critical problem of version 1.0. This solution is the result of two major changes in the development phase.

The large-scale manufacturing industry has begun to tackle the problem of insufficient inventory.

The gathered crowds, represented by major cities, began to solve the problem of the functioning of the distribution system.

Able to transport all the goods to a place with enough people to solve the distribution problem, and stores with "receive goods" and "cut and win" due to their investment, the core layer cannot survive well . Consumers are constantly faced with a wide range of products extending beyond existing retail stores.

Meanwhile, significant differences in the retail ecosystem have begun to change.

Consumers face conflict issues due to limited personal energy and multiple material choices.

On the other hand, users need more integration in the shopping process, and on the other hand, in less time and more resources, users need more to gain a better experience in the process. of purchase.

For retailers, comparing consumers and products has become difficult. Zero cost original users are becoming more and more expensive, and the consumer is often more expensive than the product itself.

The simplest comparison is the difference between retail and product development.

The "departmental style" industry and product marketing and joint ventures have been developed by various segments and specialty retailers.

For example, specialty clothing stores, supermarkets, consumer electronics stores and other products that meet the specific needs of the exposed population. When a consumer enters a niche store, the overall product orientation and needs are critical. By disguising the warranty after the product, the mark will reduce user testing costs and become the "secret code" for the manufacturer to communicate with the user.

Meanwhile, the products began to pack more and more situation, continue to improve the experience of consumers in the shopping process, and the cultural identity acquired by events and names has become prominent.

1859 | The world's first retail

The advent of Internet technology through technology has pushed this conflict to a climax.

On the one hand, internet models such as IT back office building, DTC, traffic pools and many SaaS companies have helped retailers create better value by linking their stores to the stuff attached to their teeth. Meanwhile, with the advent of the Internet, more and more products have entered the consumer's choice interface at a faster pace, resulting in a greater impact of the broader product market.

As a result, comparing human and material forces has become more expensive than ever. Trains have become one of the most profitable businesses in the world on the Internet. Internet giants like Google, Facebook and Amazon generate hundreds of millions of dollars in revenue each year.

Source : Unsplash

Retail 3.0: look for "decentralized" scenarios

The Retail 2.0 conflict seems insoluble in the wave of current consumers.

In short, as long as the product is large and consumer preferences are personal, there will be a relationship between the value of the two. And as long as the stock market continues to improve, this compound price will continue to rise.

At the lower levels, from 1.0 to 2.0, users can choose from a variety of options. But for consumers, whether it's a channel or a merchant product, it's a question of “centralization”. Users only have the right to choose and have no right to interfere and participate in products and stores.

This is similar to the WEB 1.0 era, when the user experiences the Internet in "read-only" mode. In the 2.0 version of the provider, the data cost after "read only" is higher.

The product is designed in medium.

The manufacturing industry uses large manufacturing facilities to develop industrial products in large quantities.

Communication is also centralized.

Whether it's Google or Facebook, they all create similar situations by using industry-proven algorithms and applying them to different people to reach their full potential.

For these types, "centralization" means that users can first guess their preferences, then make large investments to "remember" them after production. And every link in the middle enjoys brand benefits.

Zhuangzi said, “If you seek failure and infinity, you will be disappointed. There is only this word Solution It is impossible to use poor relationships to solve personal needs.

Source : Pexel

WEB 3.0 integrates blockchain, edge computing, intelligence, etc. The new benefits of WEB 3.0 come in two forms.

First, it becomes the basis for large interactive scenes in the metaverse, communicating between scenes. For example, social media data, Facebook data is not accessible on Twitter, and TikTok and YouTube cannot provide information to users. However, in the WEB 3.0 scenario, users can share anything as they see fit.

Second, thanks to the technology behind WEB 3.0, the lowest level of technology and resources have been distributed, that is, distributed to all blockchain users.

Also, taking social data as an example, if Twitter goes bankrupt or money is withdrawn, users will lose real assets. However, with decentralized WEB 3.0 technology, your digital resources belong to you at all times.

It means that with the development and change of the world, everyone can gradually realize the independence of space.

In the world of WEB 3.0 and the metaverse, people can create situations together. Users can participate in the production of new scenes and can create scenes with special features.

Thus, for retailers, new technologies represent changes in the relationship between products and consumers.

Users can truly "own" part of the brand, grow and develop with the brand, users "manage" products, participate in product design and development processes, and any new immersion in the experience of the brand. brand industry will be acquired. .

Following the popularity of WEB 3.0 and the metaverse, there is the possible future of technological life that everyone dreams of.

On January 6, 2022, Anta, the leader of the Beijing Winter Olympics, led the launch of "Anta Ice and Snow Spirit Realm", the digital conference venue for the Winter Olympics. Connect creative ideas with Tmall Super Brand Day. "Metavers".

The word "spiritual realm" by M. He is based on the Chinese translation of Qian Xuesen, has a beautiful oriental color, and has the concept of science and technology of China's national memory and cultural trap.

As part of the joint venture between the special flag and the organization of the 2022 Beijing Winter Olympics, the brand has paid particular attention to the new technology test of 'Metaverse'. It's hard to stream the experience offline, and because the Winter Olympics are so popular in Korea, Anta, who is China's athletics representative, had to think of ways to overcome the limitations and find a balance of connections through public connections. . 'Kingdom of Ice and Snow Spirits' is the first new experience and experience to explore the world of 'Metaverse'.

Anta, the leader of the Beijing Winter Olympics, announced the Chinese ice and snow team's numerical record, which consists of 12 of the 15 main Winter Olympics in the form of the Chinese team of ice and snow. A form of black technology, jump ahead in knowledge of the Winter Olympics collection. Reviews show that Anta Ice and Snow Spirit Realms opened in just three days and garnered 6,000 user-generated items from launch.

Consumers participating in the Anta Ice and Snow Spirit Realm can open the site on site as they learn about the Winter Olympics and encourage public participation in the Beijing Winter Olympics . Additionally, the digital site advertised to users and hitting fans was also the first Winter Olympics-style pavilion where snow and ice were clearly visible. Compared with conventional photo pages and one-dimensional video links, users can enjoy a free 360-degree viewing angle on the Anta Ice and Snow Spirit Realm site, which is the basis of slow motion.

Compared to a one-part video ad, it tries to "disappoint consumers" with flashy search. Of course, this time, I hope that Anta will use these sites to create color palettes so that consumers can explore and forget themselves, and gradually improve the customer experience. Product excitement and the consumer Winter Olympics are easy to get started.

The goal is to give their audience the impression of being in a digital space that they control. Give your audience maximum freedom, in compliance with the regulations in force.

Friends with experience in the design and framework of Anta-bing have a deep understanding and consider them as guests. Perhaps the best thing is the "Welcome Welcome" to the Winter Olympics that Anta prepared for his fans. As a sponsor of China's 12 Ice and Snow teams, Anta took this opportunity to open a limited-edition digital collection of 12 different versions for users. . . . ~

On January 25, Anta Ice and Snow Spirit Realm will undergo a complete overhaul, and the second phase will open two limited-edition digital collections featuring the winners (indoor and outdoor versions) of the Chinese sports delegation for Beijing 2022 . Winter Olympics.

The event will commemorate the world's first "Olympic City" (to host both), as well as the first edition of the Chinese Sports brand and the Winter Olympics, preserved in future consumer digital devices. hosting of the Summer and Winter Olympics).

Take a look at two digital collections of 12 magnificent artifacts from Anta, representing the icy and icy glaciers of the Anta-sponsored Winter Olympics, including beautiful skating photos, passionate short track speed skating and dynamic cross-country skiing. When it was released, users were happy with it. Below, we take a closer look at the product images that will be unveiled in the upcoming Retail 3.0 and everything that may change.

Among the top 10+ digital collections released, "China Figure Skating Team" became the most sought after, followed by "Chinese Speed ​​​​​​Skating Team" and "Chinese Short Track Speed ​​​​​​Skating". The team "The 12 digital collections close on January 9 at 12:00:06 a.m. For those who have not yet written digital, Anta will soon open a commemorative digital collection of gifts. Enjoy joining fans in the winter to share the l importance of the Olympic podium.

Compared to physical devices, Anta's new digital signage is not only a tool for consumers, but also a tool for future users. For commercial devices, digital devices are more likely to have long-term interactions than physical devices.

Anta said she hopes to use these digital scripts to complete the locks and get them for free, allowing users to "transfer work from the user to the owner of rights and interests." Anta will have the most innovative way to rent commercial products related to its digital collection through integrated access.

In addition to digital labels, Anta will transform the Anta Museum into a digital space, creating a digital museum.

At Anta Digital Museum, you can swipe to see Anta's multi-disciplinary sport for ice and snow teams in the pavilion with a 360 degree view. The awards benefit the Chinese sports delegation), from January 25, with the release of two new digital collections, the museum will also be renovated, and users will see the development history of ANTA over 30 years, Anta and Chinese Sports.

As new technological advances approach, both domestic and foreign players are accelerating the pace of development of new technology.

Benefiting from state-of-the-art technology, Anta not only allows consumers to be the first to experience the beauty of Olympic winter, but also ensures that people who need equipment enjoy the benefits of a high-end equipment, thus creating surprises for the future. life.

On January 25, Anta will open a new digital site "Ice Spirit Realm" to provide more consumers with a place to participate in the Beijing Summer Olympics in addition to the listed content.

Search "Anta Bing Spirit System" on Taobao, and you can access it with just one click.

(Heavenly Palace of the Ice Spirit Realm)

(Anta Digital Museum)

Although WEB 3.0 and the metaverse are still a long way off, the notion of future events has become a reality in more and more industries.

This may mean that more and more brands are participating in new industries.

Bring the most resolute and beautiful approach to the consumer, and let more people participate in China's technological development.