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　　In terms of art itself, NFT is like a shortcut, more like a joke.

　　In the era without NFTs, the threshold of art was too high to reach. Artists spent ten years carving their works, cultivating their own style and language through experience, crossing single-plank bridges, crowding into galleries, exhibitions, and limited events, gaining favor at the cost of time.

　　Only when they have enough talent and are favored by capital can artists hope to rise to a higher level, write seven or eight-digit trading myths in the secondary market, and complete the incubation. The whole process is interconnected, one step at a time, and none of them are indispensable.

　　NFTs have infinitely compressed this process, and art has achieved an unprecedented low threshold and high dissemination. In a sense, the emergence of the meta-universe and its derivatives, NFTs, has rewritten the laws of the market. Brands, investment institutions, and opinion leaders in the traditional consumer sector are sensitive and vicious, and they are not stingy with enthusiasm. They have started a new marketing model.

　　The era breeds myths, and NFT is undoubtedly the product of the epidemic superimposed Web 3.0 period, which is unique.

　　In response to the booming European and American markets, Asian and even Chinese native IP is not to be outdone.

　　Taking the form of NFT promoted by a group of opinion leaders as an entry point, such as the BAYC boring ape avatar started by Chairperson Zhou and the Cryptopunk pixel series started by Yu Wenle, after paving the way for a high enough popularity of the public, they are not satisfied with continuing to "bring goods" for others, but self-develop and replay this trendy game.

　　Among them, Edison Chen can be regarded as the most decisive one. From beginning to end, he has been regarded as a synonym for "not following the trend, and he is also the trend itself". By analyzing it as a sample, we can roughly glimpse the opportunities and predicaments of today’s NFTs.

　　EDC first established platform 2426C to develop a series of virtual art products. The first round of products, RED NVLPE series, includes Dr. Woo, Heart NFT x Emotionally Unavailable, XIN YU, James Fauntleroy, CLOT, EDC x EGRA, Objective Collectibles, and Sandra Jockus, with a total of 8,888 artworks.

　　In the field of traditional art collection, Edison Chen is not a novice, so he entered the venue with a firm and upright attitude, knowing that in NFT art, NFT is a form, and the focus is on the art itself.

　　As well as tapping into different types of artists who can be distinguished, looking at completely different art combinations, claiming that his goal is "Gagosian in the field of NFT".

　　Gagosian, who has handled Picasso, Mondrian, and Andy Warhol, is known as the Nasdaq of the art world – implying that he is a system of exchange, setting prices and rules. The public can know that Edison Chen’s ambitions are great, and others may be playing with tickets. They follow the trend of fashion and add an identity title, but EDC is as serious as ever.

　　The fact is that he is really serious. Since the initial release of 2426C, he has personally released video tutorials, his wife and daughter appeared on the camera to promote, named other influential opinion leaders to help with platform delivery, and even empowered individual NFT holders with special rights – lifetime ownership of Clot x Nike shoes, etc., which can be said to spare no effort.

　　The process is gorgeous, the ending is bleak, the NFT issued by 2426C in February was sold at 0.1888ETH, plus the handling fee was about 4724 yuan, 8888 works brought nearly 38 million yuan of income to EDC, and the most popular EDC x EGRA, that is, the thorn product designed by himself as the prototype, has both popularity and visual effect, has fallen through the issue price, the lowest touch 0.108ETH, about 2012 yuan.

　　That is to say, the average investor who entered the market lost 2,162 yuan, and even the works of the other seven artists even fell to 0.03 ETH (about 558 yuan), leaving no one interested.

　　No matter how you look at it, it is far from "Gagosian in the field of NFT".

　　The shortcut was reflected. Bringing together these artists might have been a long project in the past, and the material and labor costs consumed in the middle were difficult to calculate. In the form of NFT, everything became very easy and full of black humor.

　　In fact, Edison Chen is just one of the most extreme example, his own brand value and influence is undoubtedly a pioneer, and it has fallen to this point. Most domestic NFTs are facing the same dilemma. Zhou Dong’s Phanta Bear and Yu Wenle’s ZOMBIE are all just passable, and well-known IPs such as Leng Rabbit and Ali have also been mocked by the group.

　　In the final analysis, the problems of domestic NFTs cannot escape the following basics: technical loopholes, far from the actual situation, fragmented operating methods, etc., which undoubtedly make themselves as vulnerable as a babbling baby in front of the huge NFT market in Europe and the United States.

　　What does a successful NFT capture when it captures the masses?

　　This form born in the meta-universe undoubtedly represents the public’s sense of identity with the Web 3.0 era environment. We aspire to become digital natives in the crypto world one day when the technology matures in the future, without any real differences in race, wealth, and social status.

　　Having the same NFT brings excellent narrative and background consensus, and finally creates a "sense of community", such as BAYC Boring Ape, which tells the story of a group of apes who became rich from cryptocurrency and inevitably fell into boredom forming a club, mirroring the current situation of ordinary people getting rich quickly from cryptocurrency in the real world, representing a native era culture.

　　In the Web 3.0 concept of "decentralization" and the egalitarian nature of the community, we use the simplest form – an avatar as an example, to find resonance with specific community members, while indulging in an artificially attached broad narrative to further create an immersive sense of enjoyment.

　　Coincidentally, not only domestic NFTs are still struggling, but the European and American markets where the meta-universe originated are also discussing whether "NFTs have stalled" – in March 2021, Jack Dorsey, the co-founder of Twitter’s CEO at the time, sold an NFT cast in December 2020, the content of which was the world’s first tweet published in 2006.

　　Then, the cryptocurrency entrepreneur Sina Estavi bought it for $2.90 million, which won the explosive traffic attention of the entire NFT form at that time. This NFT tweet was also called the "Mona Lisa of the digital age", which indirectly contributed to the rise of the entire market.

　　On April 7 this year, Sina intended to sell the OpenSea platform trademark at $48 million, and received a total of 7 bids after the first round of bidding period, with a minimum of 0.0019 ETH (about $5.8) and a maximum of 0.09 ETH (about $277).

　　From $2.90 million to $277, it seems like a myth died down, but behind it is the real awakening of the market: the gimmick brought by the NFT has been fooled by the public, even if the target is the "world’s first tweet", people are starting to care about the real value proposition of the NFT, that is, "I bought it, what else did I get except for it".

　　"Owning a pair of sneakers will allow me to find like-minded players, owning a trendy game will allow me to meet another half with the same taste, and owning an NFT will also give me more social capital."

　　A sense of belonging, a shared vision, a spontaneous voice for the group to which one belongs, eventually merged into a macro-sense "culture" – this is the same law that has never been outdated in the minds of the general public in any era.

　　On the occasion of the sixth Chinese Farmers’ Harvest Festival, rich and diverse celebrations around the theme of "Celebrating Harvest, Promoting Harmony and Beauty" have also continued across the country. Since September 18, millions of merchants on the Meituan linkage platform have built online consumption promotion special pages through Meituan Preferred, Meituan Market, Meituan Flash Sale and other retail businesses, and invested tens of millions of subsidies to make high-quality and characteristic agricultural products from all over the country popular across the country through online platforms.

　　From now on, search for "Chinese Farmers’ Harvest Festival" on the Meituan App to go directly to the main venue of the event, of which Meituan prefers to start the "Mid-Autumn Festival Super Sale Eating · Yuexiang Moon" online promotion activity from September 18th to September 23rd, explosive products over 29 minus 4 yuan, and focus on the exposure of advantageous resources, providing online sales channels for a variety of seasonal agricultural products such as sunshine rose grapes and soft seed pomegranates, and combining consumers’ demand for seasonal agricultural products during the Mid-Autumn Festival and National Day, launching moon cake gift boxes, wine gift boxes and other related product promotions; from September 18th to September 24th, Meituan market opened the "Mid-Autumn Festival Gift" harvest festival special promotion activities, not only "local top goods" represented by Pinggu Peach It also covers hundreds of agricultural products such as new rice and seasonal fruits.

▲ From now on, search for "Chinese Farmers Harvest Festival" on the Meituan App to go directly to the main venue of the event.

　　The 2023 Chinese Farmers Harvest Festival Golden Autumn Consumption Season was launched in Beijing on September 8. Meituan brought its Meituan Preferred, Meituan Market, Fast Donkey Purchase and other businesses to participate in offline exhibitions, showcasing high-quality agricultural products from all over the world achieved through the Meituan platform, and Meituan’s specific measures in helping rural employment and training e-commerce leaders.

　　"Under the guidance of government departments at all levels, Meituan has taken concrete actions to participate in the process of helping the country’s rural revitalization, helping high-quality agricultural products to rise, and helping farmers increase employment and income." Meituan’s relevant person in charge said that in the future, it will continue to use technology to help agricultural products rise, drive farmers to increase income and become rich, and contribute to precise production and marketing docking, e-commerce talent training and other aspects.　

　　"Local top goods" help agricultural products "go out of the village and into the city" to expand new consumption scenarios

　　During the Farmers’ Harvest Festival, in the live stream of Meituan market, consumers can place orders while watching, and staff can pick and pack fresh fruits from the field to the table, which can be delivered in as little as 30 minutes.

　　It is reported that Meituan market launched the "local top goods" plan in 2022. At present, there are more than 300 kinds of "local top goods" such as Beijing Panggezhuang watermelon, Shanghai Nanhui peach, Guangzhou Zengcheng lychee, etc., which are supported by traffic support, bulk procurement, and direct source mining. These regional agricultural products not only achieve mature picking, but also complete the full link of production and sales within one day, so that users and farmers can benefit at the same time. The new instant retail system built by live streaming, 30-minute distribution, and full cold chain capabilities is opening up a convenient channel for more local characteristic agricultural products to "leave the village and enter the city", opening up a new path for the innovative development of local specialties.

　　The story of farmers getting rich is also hidden behind the batches of regional characteristic agricultural products that go to all parts of the country. "I belong to the’second generation of melon farmers’. In addition to inheriting the melon planting technology of my father-in-law and mother-in-law, I want to find a good market and let the melon farmers get rich." Chen Binwen, head of Shanghai Li’s Vegetable and Fruit Professional Cooperative, calculated such an account. After the Meituan market’s "local top goods" source direct mining base was launched, local farmers took over 20 acres of land from the cooperative. Each year, only from January to August, during the watermelon planting and listing season, you can get about 400,000 yuan.

　　"At present, there are more than 450 direct procurement suppliers in Meituan market alone, nearly 400 direct connection bases, and more than 100 digital ecological origins." The relevant person in charge of Meituan market said that in the future, by increasing the direct procurement of high-quality agricultural products from the source, it will help improve the quality of agricultural products and standardize production. At the same time, it will use its own system of agricultural product supply chain efficiency to improve, speed up distribution, shorten the chain of agricultural products from origin to table, and allow more "local top goods" to connect to the big market, so that citizens’ vegetable baskets are richer and farmers’ money bags are more weighty.

　　"Tomorrow’s Supermarket" will speed up again to promote the organic connection between "small farmers" and "big markets"

　　On August 25, Yingjie Village, Xiaochangshan Island Town, Changhai County, Dalian City, Liaoning Province, was listed on the list of "China’s Beautiful Leisure Village in 2023". Yingjie Village Kelilai Store owner is the manager of Meituan Preferred Store. His "new rural convenience store" has a wide range of fresh groceries. Yunnan flowers, Shaanxi Dali winter jujube, etc. can be transported to the island through Meituan Preferred. Villagers and tourists can "place an order on demand and pick it up by themselves before noon the next day".

　　It is understood that in the first half of this year, Meituan preferred to increase procurement efforts nationwide to improve the efficiency of the online circulation chain of agricultural products. In terms of improving consumer experience, through localized collection and distribution, shortening logistics links, etc., to meet the needs of urban and rural consumers for "convenience". By the middle of the year, Meituan preferred more than 900 kinds of fresh daily miscellaneous goods, an increase of more than 40% year-on-year. At the same time, Meituan preferred "Mingda Supermarket" to speed up again, reaching noon in the afternoon. More agricultural products can go out of the origin and quickly reach the tables of consumers in 2,000 cities and counties.

　　In addition, during the Farmers’ Harvest Festival, Meituan Preferred, Meituan Market and other retail businesses were launched in many places across the country to assist farmers in training, production and marketing docking and other activities. With the support of the Shandong Provincial Department of Agriculture and Rural Affairs, the Management Cadre College of the Ministry of Agriculture and Rural Affairs and the China Agricultural Products Market Association jointly organized the training of suppliers of high-quality agricultural products from the origin. Many farmers’ cooperatives, rural collective economic organizations, trade and circulation enterprises, agricultural enterprises, e-commerce enterprises and the main body of the construction project of refrigeration and preservation facilities in the origin of agricultural products in Shandong Province will participate in the training, taking the training as a breakthrough point to promote the organic connection between "small farmers" and "big markets".