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自研区块链技术、搭建平台后，却还要在别家联盟链发藏品是什么打法？自主研发光芒链并以此搭建数字藏品平台的芒果TV就玩了这么一手操作。
! y" e$ j5 P$ |2 ?8 a: O! |" I文博文旅类数字藏品的成功离不开相关机构所有的大量成熟IP，在知名文物IP的赋能下，数字藏品行业度过了为期一年的野蛮生长期，蒙眼狂奔的行业逐渐意识到文物IP在可延展性上的局限，目光逐渐转向其他领域。
8 d% J1 }/ X% C; d2 N其中，影视剧综IP凭借紧跟时代潮流，贴近年轻人喜好以及开发难度低的特点进入行业视野。平台经济下积累了大量IP资源的视频平台纷纷展开数藏布局，腾讯视频、芒果TV、优酷、爱奇艺先后进入数藏领域，其中拥有国资背景的芒果TV一定程度上反映了行业风向。 : Y3 m( I4 x/ w
5月30日，芒果TV在阿里旗下鲸探平台发行《大侦探》系列数字藏品，这是芒果TV自投身数藏行业以来，首次在自家平台外发行藏品。 3 Q4 a+ P: v) z- C5 w5 n% s
" s% h! @4 @* T5 A/ `4 b( Z3 G该系列藏品共五款，以芒果TV自制的普法教育类真人秀《大侦探》基础开发，分别是:MC·SA、唱作鬼才、高能少年、四千年美男子与地表新人王，每款限量10000份，目前已全部售罄。 ! [& `7 i* W' S1 t
芒果TV拥有超过5040万的有效会员,65%以上用户年龄在24岁以下,用户结构与“潮玩化”、充满艺术感和设计感的数字藏品受众契合，而视频平台的会员、订阅乃至芒果TV生态中的电竞、线下实景娱乐等权益均可与其发行的数字藏品相结合，在赋能玩法中更具优势。
* s# A" u7 t. f* s( v( \; P8 L例如芒果互娱出品的《圆滚滚》系列就搭载了MCITY的门票权益;《芒果会员徽章·惊喜体验官》则搭载了优先参与芒果TV会员线下活动的权益。另外,购买了芒果崽数字头像的用户,也将在芒果TV内拥有特殊身份展示权益、专属弹幕特效等。 : y5 c: M5 ?4 S. R
常理而言，自建平台的芒果TV是不需要在其他平台发行藏品的，如此一来不仅会造成平台的流量分散流失，也不利于用户共同社区的建立等“留量”手段。
- @# C. Q0 x% s$ g! P或许我们可自芒果TV的藏品发行频率中得窥一二。
, g, V1 W y( k" |/ f2 _2 O' ?自3月15日芒果TV搭建平台以来，芒果TV共计发行数字藏品99款，发行频率约为1.28款/天，除了非遗技艺与动物保护等公益IP外，其余大部分均是芒果TV官方正式对外发布的全新卡通IP形象“芒果崽”以及自制综艺《大侦探》的衍生开发，藏家难免遭遇审美疲劳。 : v6 Y2 `; M0 o) ?: E. [' T
也就是说，芒果TV在鲸探发行藏品，很可能存着开拓增量市场，观察用户反馈的目的。其试水的意图也较为明显，在鲸探平台的芒果互娱主页上，不仅没有主页介绍，也未曾创建展馆。 4 Y) D0 `6 f" `# @ a
# o5 ~+ n- I. u! _$ I- |$ a总的来说，芒果TV的动作为自有IP的平台方提供了新的玩法思路，除了寻求外部IP合作外，还可以依靠其他高流量平台打开增量市场，在运营现有用户的同时高举高打，为平台的进一步扩张做好准备。
: K8 G8 |& t0 e% T$ c至于这种打法的可行性与普适性还需市场验证，数藏之家将持续关注相关消息。 1 S" S8 ^" _8 E" P4 b4 X8 F i& l* @
来源：金色财经 |
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