TopHolder Get Access To Weibo— — Is Digital Collection Socializing Now?(II)
What is the influx of creators craving for?
Behind the access of Weibo to TopHolder, it represents the general trend of socialization of digital collections.
The most direct driving force of the combination of the two platforms is that the entry threshold for digital collections has been lowered.
From the creator’s point of view, after TopHolder is launched on Weibo, it will enable more celebrity creators to turn to digital collections. As of March 17th, hundreds of IP institutions, celebrity creators, and professional artists have applied to become digital collection creators.
From the perspective of collectors, young people who have been active on Weibo for a long time have added a form of expressing their personal voices through digital collections. At first, digital collections set off a boom in the currency circle and the art circle. When the top Internet companies in China entered the market one after another, digital collections are accelerating their popularity and becoming a new social password for young people. Jamie Zeng also mentioned that Weibo provides an application scenario for the consumption of digital collections, such as the future of digital collections or one-click setting as a Weibo exclusive avatar.
As a senior player, Wang Zijian will always weigh two factors to judge whether a digital collection is worth buying — — if the publisher’s IP is influential enough, and the other is that the publishing platform must be reliable. He believes that only digital collections that meet these two factors would have value of collection and investment.
From the creator’s point of view, the influence and strength of the platform itself is one of the primary concerns.
Liang Weihua compared Weibo and TopHolder with other domestic digital collection platforms, and found that publishing digital collections on other platforms often relies more on the personal influence of the creator, which means the platform can only gather limited traffic for users.
As one of the most influential social platforms in China, Weibo has 573 million monthly active users as of December 2021. In the open square with public domain attributes on Weibo, digital collections can be seen by more people with the opportunity to go out being famous over the circle.
And TopHolder has a certain accumulation in the digital collection industry. According to previous public reports, as the authorized platform for Qi Baishi’s digital collections, in January this year, it brought the first socialized digital collection of the original work “Shrimp Picture” by Chinese painting master Qi Baishi to bid at the first winter auction of Shanghai Jiahe, and being sold for ¥300,000. The sale at the hammer price of Yuan is a milestone breakthrough for traditional ink works to move towards digital art.
The world show behind TopHolder has been deeply involved in the celebrity economy for many years. The Metaverse virtual life community “Honnverse” released by TopHolder provides high-quality content creators such as celebrities and IP through a highly open content platform and application platform. The customized virtual scene editing entrance and socialized display space also provide a new space for immersive interaction and social interaction for C-end users.
After this cooperation, the three platforms of Weibo, TopHolder and Honnverse have been opened up. For creators and users, real social and virtual spaces can be opened up, and digital collections can be created, displayed and exchanged across platforms.
Before entering the platform, creators of digital collections will also consider their appeal on the platform.
A creator of digital collections pointed out that in order for collections to continue to be paid for, personal IP operations must be carried out on the platform to attract target fan groups.
According to data, as of September 2021, there were 1.355 million creators with more than 10,000 followers on Weibo, which means that there are a sufficient number of potential creators on Weibo, and their fans and personal influence on Weibo can be transformed into social assets in the world of digital collections.
We have analyzed several practitioners, the cooperation between Weibo and TopHolder, with the blessing of blockchain technology, has strengthened the copyright protection of creators on the Weibo platform with digital collections.
The copyright issue of content on social platforms has plagued many creators for a long time. After the works published on the TopHolder platform in Weibo, after they become digital collections on the chain, they are given a unique code to ensure their uniqueness and authenticity.
Behind this is the technical accumulation of TopHolder’s parent company, Tianxiaxiu, at the blockchain level. Public information shows that as early as 2018, Tianxiaxiu established a blockchain value laboratory, and has independently developed a number of blockchain technology-based service projects including software, hardware, SaaS, etc., and then released it in 2020. Also, it developed the first blockchain digital economy art value application solution Hashii Art, and completed the world’s first blockchain full-link art transaction. In 2021, Honnverse was officially launched, which is also the manifestation of Tianxiaxiu’s blockchain technology.
How imaginable is digital collections collide with real social interaction?
It is far more than Weibo and TopHolder who are witnessing the digital collection business.
Since last year, as the popularity of the Metaverse concept has continued to rise, practitioners have gradually understood that the Metaverse in the true sense is still very far away, but this does not affect players’ layout of digital collections, because it represents digital assets and status symbol in the Metaverse.
Fang Jun, the author of the book “Super Introduction to the Metaverse”, told us that the current digital collection is not the final state of the next-generation internet, but it is a key step towards the future. The “2021 Metaverse Industry Development White Paper” pointed out that the more important significance of digital collections is that they are a manifestation of digital asset certificates in the Metaverse, which will gradually evolve with the development of the Metaverse, with huge business opportunities.
In the middle of last year, overseas social giants launched NFTs, and at the same time domestic digital collection platforms also emerged. Especially in the past two months, many companies have launched digital collection platforms one after another. “It’s getting intensifying” — — many practitioners of digital collections believe that the entire market is now on the rise, and more platforms will appear in the future.
So many platforms with different scale are all eyeing on digital collections. Fang Jun analyzed that there are generally 3 directions for large platforms to deploy digital collections, the first is to establish an independent e-commerce platform, which is organized by the platform to issue and sell or give away, and it is the current mainstream direction in China. The second is that users will introduce the digital collections held by them into social platforms. For example, Twitter allows users to verify the NFT avatars or digital art collections they own, and display them uniquely in hexagons. And the third is that social platforms allow users to confirm and generate works and digital collection.
He believes that it is the third one that Weibo and TopHolder cooperated with, providing convenient tools for creators and users to confirm the rights of content works and generate digital collections. The CEO of Meta, Mark Zuckerberg, recently said that his Instagram will soon support NFT functions, and it has also been speculated that it will be promoted in the third way.
There are different ways of getting involved, and also there are different purposes of people. For Weibo and TopHolder, one of the reasons for entering the game is that digital collections are beneficial to the content ecology of the platform.
Ye Yurui’s analysis shows that the cooperation between Weibo and TopHolder in the layout of digital collections is a breakthrough exploration, which is conducive to the three-dimensional and scene-based online social networking, and the capitalization of relationships, which can attract early adopters and the main consumer groups in the future.
At the same time, the two parties will also increase the stickiness of existing users, and help creative users grow into writers, artists or KOLs in subdivided fields through creator-driven benefits, and finally forming a platform that includes PGC (professional production content) + UGC (user-generated content) multi-level and diversified content ecology.
“The future is the era of the explosion of the creative economy and experience economy. Users are no longer satisfied with just being a bystander, they hope to drive friends around them to engage in deeper participation and interaction, and gain more sense of accomplishment. In the long run, as attentions, likes, forwards, rewards and re-creation are also a kind of influence and productivity, which will promote the development of data as a factor of production, and it is also a beneficial attempt of digital economy development in the field of C-End.” Ye Yurui said.
Fang Jun believes that although the digital collections initially supported on the TopHolder platform are mainly image artworks, the ability to create outstanding creators including professional-level pictures, videos and texts on a social platform is the largest resources. Confirming the rights to their works, generating digital collections and allowing compliant circulation will promote the prosperity of the content ecology.
According to the official introduction, TopHolder will also launch the function of generating digital collections from video and audio in the future.
It must be said that behind the development of digital collections, opportunities and risks coexist.
Ye Yurui mentioned that in the past years, the domestic digital collection market has been in a state of savage growth. The issuance of the vast majority of digital collections has created a single hot event, but no one has paid attention to it in the follow-up.
Many industry observers said that it is currently in the early stage of the market, and some players have the mentality of investing and making money. There is a certain bubble in the digital collection market, and there are situations where the price does not match the value.
“In the Metaverse, credit is an asset, and early overdraft of credit is easy to lose development opportunities. For market development, you must be patient, and you should not be too utilitarian to pursue short-term, flat and fast.” Ye Yurui reminded.
In his view, in the next 1–3 years, the domestic digital collection market will blossom, but it is also possible that many platforms are only short-lived, and only platforms with certain professionalism and novel gameplay can survive.
“Only a professional platform or company with a larger and broader ecosystem, more transparent transactions, more convenient operation and higher cost performance can stand out in the increasingly fierce competition.” He added that in the future, there will be a series of events and offers following identities and circles of digital collections, and even might be benefits, can it be sustainable continuously.
writer：Shenran
translator：Florence Ho
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