From the perspective of Web3, look at the "Metauniverse" APP of Maotai, which may be the Chinese version of "Starbucks Odyssey"! In short, this is a virtual APP. The scenes in it restore some scenes of Maotai Town. Players can walk freely in the game and even talk with other players. The following content will answer for you.

1、 Maotai will enter the Yuan universe

On January 1, 2023, an app called "Xunfeng Digital" entered the App Store, which is a virtual app jointly launched by Maotai and Netease. Therefore, some media said that Maotai was going to enter the Yuan universe! Some daily tasks are set in the game, such as participating in intelligence questions, or exploring the production of Maotai wine with the NPC (non player character) in the game.

You can obtain game points after completing the task. The points can be exchanged for game props, such as clothing. In the game, there is even an electronic mall built in. Players can buy cultural and creative products related to Maotai. In the very core part, players have the opportunity to obtain some digital collections of Maotai liquor products, which can be used to purchase real Maotai liquor products. For example, buy a Moutai wine from the upcoming Guimao Rabbit Year.

2、 Maotai's "meta universe", a killer application in digital collections?

The author experienced for half an hour and had two core feelings. First, compared with top stream games such as Genshin Impact, the picture and fluency of "Xunfeng Digital" are inferior, but the task design of "Xunfeng Digital" is very wonderful. In the process of completing the task, the author learned about the culture of Maotai step by step.

In short, this app allows players to understand the culture of Maotai and the technology behind it, driven by the task, through the game method. So, although it's only half an hour, please believe that this is more abundant and more detailed than the knowledge of Maotai obtained by the author in the past few decades. Finally, as it is still at an early stage, the game gave the author a "cultivator medal", which is said to be the commemorative medal of the second batch of users. Although I don't know what it is for, I suddenly feel very valuable. This may be the "endowment effect" in psychology. Once a person has an item, his evaluation of the value of the item will be greatly improved than before.

Second, Xunfeng Digital is currently highly playable. It is no exaggeration to say that it is even more interesting than Baidu's Xirang APP because of its "rich tasks" and strong gameplay. According to the public announcement, there are also virtual plots and other playing methods. At present, we don't know the number of users of this app, but from the perspective of the Chong Bang app stroe, the number of users who experience in the early stage is estimated to be no less.

Therefore, it is reasonable to believe that through this cross-border APP, a certain number of Chinese users have learned about "digital collections". With the upgrading of playing methods, it is not ruled out that more people will have their first digital collections. At present, the digital collections appearing in the game can only be used to buy physical drinks, but it is not ruled out that these digital collections, even commemorative medals, may unlock more functions in the future, and even become the "user level system" of Maotai. Therefore, this is very likely to enrich the functionality of digital collections (NFT) and bring about wider adoption.

3、 Starbucks' "Odyssey" and Maotai's "Metauniverse" come to the same end in different ways

In 2022, Starbucks promoted a member loyalty program called Odyssey. The core of this plan is to combine NFT with its membership system, try to let members participate in various brand activities and tasks, and then obtain stamps (in fact, NFT, which Starbucks calls stamps to reduce the difficulty of users' cognition), and then unlock more brand rights by stamps. Starbucks' Odyssey plan is considered to be the most grand exploration of Web3 for today's well-known brands.

Wang Chao, the former COO of Bitcoin Digital Wallet, is a pioneer in the field of Web3. He described this Web3 experiment of Starbucks in two articles. The author directly quotes and draws on some of his views here:

1. The core of the Odyssey plan is to gamify user loyalty and encourage users to participate.

2. Starbucks tries to make coffee lovers form a community through various unique experiences.

If we look at these two points, we find that the strategy of Starbucks and Moutai can be called "the same goal through different paths". It can be seen that large brands have found that gamification and communitization are a very important new way of "communication" between brands and users today.

Because today, when the dividend of Internet traffic is shrinking, the big platform has access to traffic, the marketing content is numerous, and the users are highly aesthetic tired, the effect of advertising is not as good as before. Digital collection of Maotai, stamps of Starbucks. NFT has two flowers at home and abroad. We have every reason to believe that Maotai may be a great adventure for Chinese super brands in the field of Web3.

In Wang Chao's article, he also highlighted that Starbucks' Odyssey member loyalty system will become an open system. "Starbucks doesn't mind, and also encourages more brands to interact with Starbucks' NFT holders. For example, Target (supermarket chain) is a partner of Starbucks. Target may say that any user whose Starbucks collection score reaches a certain value will have a discount in our store."

Because users get NFT, users really have assets. This may mean that Starbucks membership card has the opportunity to become a super VIP card that includes all kinds of "brand rights". At the same time, Starbucks' competitors can also directly open their arms to Starbucks' VIP users and grab food. NFT in Web3 is both charming and risky.

Looking back at Maotai, is it possible for it to explore the functions of digital collections more deeply like Starbucks? On the same day as the launch of "Xunfeng Digital", the first national compliant digital asset secondary trading platform in China - "China's digital asset trading platform" was launched. The spokesman said that the platform paid close attention to new technologies and new scenarios such as Meta Universe and Web3, and was committed to mining China's digital assets and IP.

summary

To sum up, this means that digital collections will usher in the possibility of secondary transactions like NFT. This obviously gave Maotai the opportunity to learn from Starbucks and stood at the same starting line. In any case, these two brands will be the pioneers in Web3. How to play Web3, it is right to look at them more.