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　　In recent years, with the development of Internet information technology and financial technology, the Internet insurance industry has developed vigorously. However, in the process of development, Internet insurance products have been repeatedly criticized for playing "word games" to upgrade premiums, setting a high threshold for deductibles, and being easy to pay for insurance. Many consumers "spit": it seems that they have enough insurance protection for themselves at a very low premium, but they only found out that they "guaranteed a loneliness" when they settled their claims.

　　"6 million yuan medical insurance, as low as 0.6 yuan every month", "serious illness can be covered within the responsibility, and 0 -70 years old can be insured" … … In recent months, 63-year-old Zhang Guosheng wanted to buy an insurance. When searching for insurance online, he often saw insurance advertisements pushed by various platforms.

　　Looking at the insurance products advertised, it is simple and convenient to buy, the price is cheap, and the level of protection is still very high. So Zhang Guosheng paid 1.2 yuan and opened the renewal fee, and insured a "care for one million medical insurance". However, when the fee was renewed on April 27th, he was surprised to find that 53 yuan was automatically deducted from the WeChat account. At present, his daughter is complaining to the platform.

　　In recent years, with the development of Internet information technology and financial technology, the Internet insurance industry has developed vigorously. However, in the process of development, Internet insurance products have been repeatedly criticized for playing "word games" to upgrade premiums, setting a high threshold for deductibles, and being easy to pay for insurance. Many consumers "spit": it seems that they have enough insurance protection for themselves at a very low premium, but they only found out that they "guaranteed a loneliness" when they settled their claims.

　　The actual premium is not low, but the threshold for claims is very high.

　　According to the insurance link provided by Zhang Guosheng, the reporter found this million-dollar medical insurance. This product, with a premium of 1.2 yuan per issue and a total of 12 issues, claims to be able to provide five compensation guarantees, including 6 million yuan for major diseases, 3 million yuan for general treatment and 120,000 yuan for proton heavy ion medical insurance.

　　1.2 yuan can enjoy insurance coverage as high as 6 million yuan, and the products are attractive. However, after paying 1.2 yuan and opening the renewal fee, the automatic deduction range changed to 1 yuan ~ 4,000 yuan. This is 53 yuan’s deduction when Zhang Guosheng deducts money the next month.

　　The reporter found that there are many products that play word games like this. "1 yuan in the first month" and "0.1 yuan in the lowest month" actually spread the annual premium evenly to the last 11 months, and consumers did not get preferential treatment.

　　The premium is not cheap, so is the protection really as powerful as advertising? Pulling down the promotion interface of millions of medical insurance products, the reporter saw that 53 yuan’s product promotion of monthly premium was "pay as much as you spend" and "pay as much as you exceed 10,000 yuan". However, in fact, it has set a threshold of 60,000 yuan for critical illness medical insurance and general medical insurance, and the threshold for special drugs outside the hospital is as high as 100,000 yuan. Moreover, after reaching the threshold of compensation, the highest proportion of compensation is only 30%, and the lowest is only 10%.

　　Wu Jiabin, a sales manager of an insurance company who has worked for 13 years, told reporters that this is a typical "low-in and high-out" internet insurance product.

　　Traditional insurance products are characterized by high technology and high legal professionalism, and belong to the "AG is higher than others" model with high sales threshold and high claims threshold. Internet insurance has "innovated" this: the front end has become a low-threshold product marketing, focusing on low premium, high security and simple and convenient insurance; However, the back-end is still a high-threshold traditional claim mode. This "low entry and high exit" approach is unfair and unreasonable to consumers.

　　Internet insurance has exploded and complaints have increased.

　　While marketing "innovation", in recent years, many internet insurance companies are also making efforts to "upgrade" their products. Stay up late insurance, isolation insurance, and mobile phone screen breakage insurance … … A variety of "online celebrity" products for specific situations and specific groups of people emerge in an endless stream, and Internet insurance has expanded rapidly.

　　According to the statistics of insurance association of china, from 2013 to 2022, the number of enterprises engaged in Internet insurance business has increased from 60 to 129, and the premium scale of Internet insurance has increased from 29 billion yuan to 478.25 billion yuan, with a compound annual growth rate of 32.3%.

　　However, with the explosive growth of internet insurance, related complaints have also increased rapidly. A few days ago, China Banking and Insurance Regulatory Commission Consumer Protection Bureau issued the Notice on Insurance Consumer Complaints in the Fourth Quarter of 2022, which showed that there were 1,686 insurance disputes represented by "COVID-19" insurance, accounting for 21.93% of the total complaints of property insurance companies.

　　"We will record and video when promoting and selling products, and we have strict marketing norms." A staff member of an insurance company told the reporter that traditional insurance products have a large number of technical terms and concepts in the contract terms, and there are also a large number of highly professional legal terms in the claims. Offline marketers are professional institutions and certified insurance salespeople, and they explain the terms face to face.

　　The Internet insurance channel focuses on major e-commerce platforms, short video platforms and social media. Insurance companies value platform traffic and often use e-commerce to drain marketing. "Internet marketing slogans are simple and rude, and the selling point is one or two sentences. In fact, insurance products are very complicated, and a few words are simply unclear. " Wu Jiabin said.

　　The reporter learned that there are a large number of lightweight products in Internet insurance, such as accident insurance in 9.9 yuan, travel insurance in 5 yuan and pet insurance in 16 yuan. For this kind of products, consumers usually don’t study the lengthy contract terms carefully. If they don’t pay enough attention to the exemption clauses, it is easy to complain if they can’t pay.

　　Marketing propaganda should comply with regulations

　　The chaos of Internet insurance "low in and high in" has also ushered in the continuous strengthening of supervision. A few days ago, China Banking and Insurance Regulatory Commission issued the Notice on Carrying out Self-inspection and Rectification of Internet Marketing Publicity Compliance of Sales Staff of Insurance Institutions, requiring all insurance institutions to carry out self-inspection and rectification on Internet marketing publicity.

　　In fact, in recent years, China Banking and Insurance Regulatory Commission and various agencies have repeatedly issued relevant consumer risk warnings. In July 2019, China Banking and Insurance Regulatory Commission issued "Risk Tips on Preventing Misleading Propaganda by Using Media Platform", which clearly pointed out three kinds of misleading behaviors: hunger marketing, exaggerating income and misinterpreting terms. On December 7, 2020, China Banking and Insurance Regulatory Commission revised the Regulation on Internet Insurance Business, which clearly defined the definition of Internet insurance marketing publicity, the management system of insurance institutions, the publicity scope of employees, the content and logo of marketing publicity, etc.

　　This time, China Banking and Insurance Regulatory Commission issued a rectification notice, and Internet insurance marketing became the focus of investigation and rectification. The notice clearly requires that sales personnel should investigate the false statements or misleading descriptions, one-sided propaganda or exaggerated propaganda contents of information released from the media, organize, arrange or entrust others to carry out Internet marketing propaganda by forwarding information, consulting, answering questions, etc., and send 10 types of violations such as illegal information in WeChat groups or chat groups of other Internet platforms.

　　"To reduce disputes and complaints, we must first integrate the protection of consumer rights into our own business philosophy." Some observers said that the innovation of Internet insurance can’t leave the insurance industry with the impression that everything can be insured when applying for insurance and nothing can be compensated when making claims. We should take the customer as the center and consider whether every step in the business chain is accurate and compliant from the perspective of consumers.

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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.