Text/Golden Wrong Knife Channel
In March 2011, at Christie's, a digital work by a digital artist named Beeple, "Every Day: The First 5,000 Days," went all the way from a reserve price of $100 to $69.34 million.
This price is much higher than most works by leonardo da Vinci, Van Gogh, Picasso and other masters.
Every Day: The First 5,000 Days
Musk, the former world's richest man, also joined in the fun, announcing that he was going to release a song about digital collections and sell it as a digital collection.
As early as a few months ago, the digital collection became the Collins Dictionary's 2021 hot word TOP1, and the popularity index even surpassed the "metaverse".
Everything is digitally collectible, and everyone is a collector.
At the end of spring and the summer solstice, the last festival of spring, but also the most promising one - when the valley rains, hungry Mo brain holes opened, and the Hangzhou Gang Cuisine Museum made a collection of traditional Hangzhou famous dishes such as cod lion's head, Dongpo meat, Longjing shrimp, and oil braised spring shoots into a gastronomic digital collection.
However, unlike other digital collections, these digital collections of gastronomy will be collected by users for free and cannot be traded.
When the combination of highly technological digital collections and traditional food culture, what sparks can be sparked?
No red envelope temptation,
This time the young man was not calm
For takeaway platforms, young people must be the main force of consumption.
It's just that these young people are on their own, but they are also bearing the pressure of work and life. Therefore, takeaway platforms and merchants have to face a reality - only relying on low prices and red envelope temptation, it is difficult to stimulate young people's dopamine, and even aesthetic fatigue.
How to play a new consumer experience and bring young people a bright feeling is a common problem in front of major platforms.
I have to say that this time I am hungry, but it is a bit of a surprise.
Hungry knows that if you want to play with young people, you must use the game that young people like to hear, jump out of the limitations of thinking to carry out creative interaction - red envelopes are only from the head, and the sense of participation is the big head.
Why are young people so obsessed with digital collections now?
Each digital collection is unique and indivisible. Moreover, the blockchain will record every transaction and every owner, and everyone can find out who is now the owner of this digital collection.
What do these characteristics of digital collections mean?
First, authenticity. Compared to traditional works, buyers of digital collections never have to worry about buying fakes or damage. The director of the Metropolitan Museum of Art in New York was once asked, "How many of these artworks do you think are hanging on the walls that may be fake?" He replied, "I don't know." That's not the case with digital collections.
Second, limited scarcity. Once each piece becomes a digital collection, it has a unique identity.
For example, NBA star Curry announced that he had spent $180,000 on a digital collection— a "boring ape"— and replaced it with an avatar. No matter how many "boring apes" copied by netizens, they cannot threaten the genuine "boring apes" in Curry's hands.
As collectors of digital collections, we ordinary people can have a single digital replica of specific works, artworks and goods behind each digital collection, which can not only watch the collection and enjoy the beautiful experience of collecting, but also share collection insights and happiness with friends.
But if you think that Ele.me's digital collection this time is only invested in the favor of young people, it is too underestimated to look at this platform.
On the Ele.me platform, each city has its own classic restaurant, representing the city's food culture and customs. However, many hotels have been unable to escape the fate of closing their doors due to various reasons such as the epidemic, rent, and lack of successors.
For example, Yingke Restaurant is an old signboard of Hangzhou gang cuisine that has been in business for 20 or 30 years, but with the changes of the times, it is also facing an operational crisis. How to keep these classic restaurants that can represent the taste of the city is something that Hungry has been thinking about.
Chen Weiye, vice president of alibaba local life, said,
"Every day, tens of millions of consumers order on Hungry Mo, hoping that these users can understand the story behind them after completing their orders for food, and they will become gourmets from a foodie, which is our original intention of making a digital collection of food."
During the 24 solar terms of rain in the valley, Hungry Mo excavates the unique value behind the specialties of food from all over China and launches a digital collection so that everyone can forever cherish the memories of the delicious food in their hearts.
By carving traditional food culture into the genes and innovating in a way that young people like, we can better achieve resonance.
This is the right trend for the innovation of today's takeaway platforms, and it is also the starting point and business logic for Ele.me to build the bottom layer of digital collections.
Treat food as a "work of art" and make marketing more "under the rice"
The launch of the digital collection by Ele.me this time can be said to be a takeaway platform "next meal" marketing.
Don't fight with other takeaway platforms, let alone gunpowder, hungry how to pull into the distance with young people?
Brother Dao found that when traditional classic dishes meet digital collections, the two seem to be completely out of tune but burst out of a very wonderful chemical reaction.
First of all, Ele.me has amplified the ritual sense of food.
Unlike other virtual products on the market, this Ele.me digital collection does not provide purchases and business activities, nor is it a purely online activity.
In the concept of Ele.me, every city is a food museum, so Ele.me hopes to obtain a digital collection in the form of collecting all the Hangzhou dishes in Hangzhou, such as tea fragrant chicken, scallion bun stew, egg yolk chicken wings, Dongpo meat, Longjing shrimp, etc.
Hangzhou's classic famous dish cod lion's head has also become the first digital food launched by Hungry Mo. Hungry Mo simply designed this dish into a work of art that could not bear to mouth - the mighty waking lion holding the snow white cod meat ball, the lion's head is the scenery of Hangzhou's three pools of the moon, and the soup hides the beauty of the West Lake.
At the same time, this digital collection can also be displayed in all directions in 3D, with both audio explanations and unique numbers on the blockchain, which cannot be tampered with.
In the first issue, Ele.me selected 12 classic dishes that represent Hangzhou cuisine and offered different ways to play:
The easiest way is for consumers to find merchants on Ele.me, place an order for Longjing shrimp, and you can get a digital collection of one of the dishes after ordering a takeaway to deliver to your home.
Another way is that Hungry Mo also cooperates with the team of Alibaba Cloud and Dharma Academy to do photo recognition ability, if you can make Longjing shrimp at home, or happen to eat outside the restaurant, take a photo of the shrimp, you can identify the photo, help you collect dishes.
After the collection is completed, you can get the opportunity to redeem the cod lion's head, and you can also get the electronic certificate of the included blockchain.
It can be found that Ele.me completely breaks the space restrictions and time limits online and offline by guiding users to order takeaway or go to the store to punch in photos and punch cards, so that users can experience the process of food collection in an immersive way.
On this basis, Ele.me has also enhanced the sense of gastronomic experience.
Seasonal custom culture is the traditional Chinese culture, carrying the consumption habits and food hobbies of Chinese, and also deriving the food culture with pattern characteristics throughout the country.
Therefore, Ele.me digital food collection is not only a representative of the city, but also a manifestation of the season. This time, there are two main series: "Delicious China" and "Delicious Season", and the "Delicious Treasure Museum" built has both the historical flavor of the cuisine and the cultural appreciation content such as gas cuisine.
At the same time, Ele.me offline linkage intangible cultural heritage masters, local museums and other enhanced food experience.
For example, the joint Hangzhou Gang Cuisine Museum can also represent the culture of Hangzhou cuisine, with more than 110 food cultural relics and nearly 400 dish models, "Qiantang Kitchen" can display the folk culture of Hangzhou Gang cuisine, and set up a kitchen for citizens and tourists to experience interaction; "Taste of Hangzhou", "Dongpo Pavilion" continues the characteristics of the museum's cultural exhibition, and provides people with special catering to taste the authentic taste of Hangzhou.
It can be seen and played, learned and tasted, so that the younger generation can embrace traditional culture in their own way.
Based on the importance of the Chinese people to the seasonal festivals, while launching a dialogue between the brand and the food culture, so as to touch the hearts of consumers and trigger a sense of resonance.
Chen Weiye said, "I believe that food culture is an important culture that needs to be developed and passed on. Ele.me will promote food culture and Hangzhou cuisine to more people, especially young people, and we look forward to cultural self-confidence, including food culture, which can first blossom among young people in Hangzhou. ”
In this way, the whole process is not a one-way output of the platform, a one-way acceptance of users, but an emotional exchange throughout the process, and the whole process of collecting digital collections is as happy as a punch card, creating a novel food experience.
Get the young people, why do you always dare to be the first when you are hungry?
The user experience that exceeds expectations has always been the core battlefield of all walks of life, and the takeaway platform is no exception.
Behind this marketing is the innovation of Ele.me's strategy and methodology.
The first is from the competition between products to the competition of innovation ability.
Hungry to say a very moving word to brother Dao,
"Food itself is a work of art, but it is not a work of art circulating in the market, but a delicious meal, or a delicacy that represents a party's culture, is also worth cherishing."
Hungry Mo makes a classic dish into a truly credible dish by making a deposit on the chain, and the people can eat it with confidence, which is valuable.
At the same time, digital collections can also do this design of the dish who invented, who designed, can protect the copyright of the creator, and even let the creator get the rights.
Whether it is a work of art or a symbol of urban culture, in fact, this is the conventional impression that Ele.me is trying to break the platform.
Taking the "digital collection" as the communication carrier not only actively disseminates the spirit of traditional Chinese culture, but also highlights the continuation of food culture as a food platform, so that the young generation of consumers can feel the cherishing and protection of these classic dishes.
The second is from simply through the operation of content to build brand IP.
Since the end of last year, Ele.me has been different from the single point combat of other brand festival marketing, but has launched a seasonal official IP to continuously interact with consumers at each node and create a special sense of ceremony for each traditional festival.
In addition, through new ways of playing, new ways to eat, new knowledge and other actions as a seasonal official to give "more interesting soul".
For example, on the winter solstice last year, the seasonal official Ma Dong crossed to the lonely boat on the riverside of the Tang Dynasty to send warm dumplings to Liu Zongyuan, a poet who "fished alone in the snow of the Cold River"; this year's Lantern Festival, he crossed to the Northern Song Dynasty to send tangyuan to Ouyang Xiu, who lamented the beautiful festival of the Lantern Festival alone.
And this time is the valley rain season, in ancient times, every time this season, there are many literary heroes with pens and ink, the pen is endless spring rain, and in the eyes of modern people, the valley rain season is like delicate nephrite, dotted with the thick poetry of late spring.
Therefore, Ele.me integrates seasonal special ingredients and dishes, and gradually creates an exclusive "digital food" collection system for Ele.me by excavating seasonal food and food customs culture in different cities, with the help of technical flow gameplay and intangible cultural heritage food culture.
Popular science seasonal culture and traditional delicacies, from what to eat at the festival, to why the festival should eat, continue to create a sense of festival ritual for consumers, and take users to correctly unlock seasonal food.
Traditional seasonal festivals have been passed down for thousands of years with a sense of local ritual, and no matter which urban area you are in, there is always a corresponding seasonal delicacy, which is very suitable for Hungry.
And when eating has a sense of ceremony, food has a more profound meaning.
Knife Brother Reviews:
Behind the innovation of marketing gameplay, it is often a deep dig into the needs of users.
In the matter of doing takeaway, Hungry has always had a simple but humane desire to let users "rest assured and arrive on time".
For young users, Ele.me creates a strong interactive and immersive food experience through innovation again and again, so that the communication between China's profound food culture and users has a more warm sense.
For platform merchants, making these classic foods "talk" is the direct means to help businesses break out more.
As small as a dish, as large as a restaurant, it not only carries the endless life of human beings, but also inherits a regional food culture.
Such a pattern can really poke at the weak ribs and hometown stomach of all young people.
The author of this article | Zhang Yichi