今天,我很高兴宣布我们对REALY的种子轮投资,REALY是一个交易潮牌服饰和其他现实世界收藏品的平台。我们在Alameda Research和SNZ Capital的朋友也参加了这一轮。
2017年,加密猫(CryptoKitties)诞生了,是第一个(以太坊上)以NFT表示的数字收藏品。但是,它们的普及程度很大程度上仅限于加密生态系统内的参与者。今年年初,随着NBA Top Shot的推出,我们又看到了Dapper Labs的又一次突破性成功,这家公司创建了Cryptokitties。 NBA Top Shot是一个收藏品平台,可在可交易的NFT中纪念NBA游戏中的时刻。自推出以来,它吸引了无数公众和名人的想像力。
为什么由与Cryptokitties完全相同的团队建立的NBA Top Shot能够获得主流成功,而CryptoKitties却没有?
最重要的区别在于品牌价值。与加密原生品牌CryptoKitties不同,Top Shot利用了NBA的品牌资产。 NBA是一个庞大的品牌,在全球拥有数以千万计的狂热球迷。这些球迷深深地痴迷于NBA,因此愿意为品牌周边付费。
与Cryptokitties相比,Top Shot是建立在现有品牌知名度之上的。这种品牌价值很大程度上是Top Shot吸引更多人而不是新品牌的原因。 Top Shot已经证明,NFT可以在受到广泛喜爱和认可的品牌的基础上,加快被主流所接受。
REALY是一个很好地利用此策略的NFT生态系统。他们将重点放在潮牌和中国的明星和知名创作者身上,即建立在拥有庞大且超级投入的粉丝群的品牌和名人之上。
街头潮牌(例如Travis Scott的时尚产品)和潮玩(例如Be@rbrick)在中国的Z世代人群中备受追捧。但是,由于其受欢迎程度,假冒商品是一个巨大的问题,粉丝们缺乏购买设计师收藏正品的可信赖之地。买卖一双Yeezy运动鞋的交易摩擦也很高:专业的炒鞋投资者必须用运动鞋的销售收据进行交易,甚至有时当买家不确定一双二手鞋的真实性时,还需要第三方身份验证者的参与。
REALY通过差异化的产品策略和游戏化系统优雅地解决了这些问题,该系统激励创作者与粉丝社区分享品牌创作者的成功(也就是他们的销售业绩)。
拥有垂直品牌矩阵的NFT应用平台
REALY旗下有一系列设计师品牌和明星周边的移动端应用,其中包括REALY Global、火星空间站、美光站、Revenge和SHINE。 REALY Global为设计师品牌和潮玩提供了一个在线购物市场,而火星空间站提供了由中国超级巨星华晨宇专门发行的收藏品。尽管每个应用程序都针对各自的社区进行了量身定制,但它们均由REALY平台提供支持。潮流品牌可以直接在市场(即REALY Global)中列出,也可以与REALY合作设计基于粉丝社区的应用程序,例如火星空间站。
REALY通过将嵌入式芯片添加到平台上出售的物品上,将其列出的每个收藏品与创建者发出的唯一NFT绑定在一起。这有助于收藏家避免购买赝品,并能够跟踪他们购买的每种物品的出处和销售历史。它还有助于潮牌投机交易者(如炒鞋的人)减少交易摩擦;现在他们可以简单地在区块链上交易NFT,而无需交换实物收据。
该产品营销策略还有两个方面需要强调:
- 这种针对创建者的平台模型经过优化,可以快速找到适合市场的产品,特别是在中国。如我以前在一文中所述,中国是一个移动端优先的市场。人们习惯在其移动端应用上购物,并且在许多情况下甚至更喜欢它。 REALY积极利用这种文化来获得优势。
- 每个应用程序的用户交互界面都是针对特定的用户和超级粉丝群体单独定制的。虽然华晨宇的粉丝也可以是陈冠希的设计师品牌的收藏家,也可以是Yeezy运动鞋的大收藏家,但它们不一定总是重叠。换句话说,REALY为超级粉丝和不同的用户定制了每个NFT市场。该产品(和平台)策略针对Chris Dixon所谓的“忠实粉丝”进行了优化,为那些积极地希望与创作者和品牌合作并想要先购买产品的粉丝创建垂直市场。
REALY在币安智能链上推出了他们的产品,并且还将部署在Solana,进一步降低交易成本。 REALY还允许应用程序运营商为用户支付交易费用,这使非加密消费者的购物体验更加丝滑。
REAL 的代币经济
REAL是REALY生态系统的代币。粉丝通过从生态系统内各种应用程序的设计师品牌那里购买收藏品来赚取REAL代币。
REALY网络捕获了整个REALY生态系统中所有销售额的10%作为交易手续费。持有REAL代币的粉丝通过抵押REAL代币获得xREAL(受xSUSHI启发),这使他们有资格从整个生态系统中收取交易费。这使得粉丝和收藏家投资者有机会捕获到整个REALY生态系统的增长价值。
此外,创作者(即设计师品牌)可以建立与粉丝分享收益的设计师品牌池。粉丝可以将他们的REAL抵押到这些品牌池中,在那里他们可以获得9%的创作者销售收入(这并非额外抽取,而是来自REALY平台收取的10%费用)。这为粉丝们提供了一种途径让他们可以押宝自己喜欢的创作者,捕获到品牌的上升价值(假使该品牌变得越来越流行和成功)。一般的投机交易者也将会喜爱这个平台,因为它为押注某个品牌的未来潜力或整个生态系统提供了一种更系统的方式,而无需投机者对单个收藏品做出特定选择。
关于REALY团队
REALY的首席执行官杨均(George)是潮流时尚行业的连续创业者。在REALY之前,George是INNERSECT的联合创始人。这是一个创立于2016年的潮流展会平台,背靠陈冠希创立的设计师品牌。作为品牌联合创始人,他通过引入各种全球设计师品牌和玩具收藏品以及艺术家到平台上,将销售额扩大至三千万美元以上。在INNERSECT经营时尚相关业务之前,George是中国一家私募股权公司的投资人,专注于新消费和新能源领域。
George作为运营商和投资者,对消费者零售市场有着深刻的见解。我们很高兴支持George和他的团队,并帮助他们探索现实世界的收藏品和Web 3.0所有权的交界!
Disclosure: Unless otherwise indicated, the views expressed in this post are solely those of the author(s) in their individual capacity and are not the views of Multicoin Capital Management, LLC or its affiliates (together with its affiliates, “Multicoin”). Certain information contained herein may have been obtained from third-party sources, including from portfolio companies of funds managed by Multicoin. Multicoin believes that the information provided is reliable and makes no representations about the enduring accuracy of the information or its appropriateness for a given situation. This post may contain links to third-party websites (“External Websites”). The existence of any such link does not constitute an endorsement of such websites, the content of the websites, or the operators of the websites.These links are provided solely as a convenience to you and not as an endorsement by us of the content on such External Websites. The content of such External Websites is developed and provided by others and Multicoin takes no responsibility for any content therein. Charts and graphs provided within are for informational purposes solely and should not be relied upon when making any investment decision. Any projections, estimates, forecasts, targets, prospects, and/or opinions expressed in this blog are subject to change without notice and may differ or be contrary to opinions expressed by others.
The content is provided for informational purposes only, and should not be relied upon as the basis for an investment decision, and is not, and should not be assumed to be, complete. The contents herein are not to be construed as legal, business, or tax advice. You should consult your own advisors for those matters. References to any securities or digital assets are for illustrative purposes only, and do not constitute an investment recommendation or offer to provide investment advisory services. Any investments or portfolio companies mentioned, referred to, or described are not representative of all investments in vehicles managed by Multicoin, and there can be no assurance that the investments will be profitable or that other investments made in the future will have similar characteristics or results. A list of investments made by funds managed by Multicoin is available here: https://multicoin.capital/portfolio/. Excluded from this list are investments that have not yet been announced (1) for strategic reasons (e.g., undisclosed positions in publicly traded digital assets) or (2) due to coordination with the development team or issuer on the timing and nature of public disclosure.
This blog does not constitute investment advice or an offer to sell or a solicitation of an offer to purchase any limited partner interests in any investment vehicle managed by Multicoin. An offer or solicitation of an investment in any Multicoin investment vehicle will only be made pursuant to an offering memorandum, limited partnership agreement and subscription documents, and only the information in such documents should be relied upon when making a decision to invest.
Past performance does not guarantee future results. There can be no guarantee that any Multicoin investment vehicle’s investment objectives will be achieved, and the investment results may vary substantially from year to year or even from month to month. As a result, an investor could lose all or a substantial amount of its investment. Investments or products referenced in this blog may not be suitable for you or any other party.
Multicoin has established, maintains and enforces written policies and procedures reasonably designed to identify and effectively manage conflicts of interest related to its investment activities. For more important disclosures, please see the Disclosures and Terms of Use available at https://multicoin.capital/disclosures and https://multicoin.capital/terms.