華商區塊鏈新聞 會展元宇宙加速商業化 打通從社交到支付的最後一公里

最近，全國各地疫情防控形勢嚴峻複雜。受此影響，多地即將舉辦的各類線下展會推遲或改為線上舉辦，線上舉辦各類展會已經成為一種新常態。同時，今年元宇宙的各類應用和技術正在加速為各類線上展會賦能，未來，隨著社交功能、支付功能的成熟以及元宇宙生態閉環的形成，元宇宙的各類場景和應用將加速商業化之路。

At the same time, applications and technologies of this year’s meta-cosmos are accelerating their ability to perform online exhibitions. In the future, with social functions, the maturity of payment functions, and the creation of a meso-cosmos environment, the landscapes and applications of the meta-cosmos will accelerate the path to commercialization.

從線下搬到線上

Move from the bottom to the bottom of the line.

點擊鏈接即可輕鬆網上看展

Clicking on the link will make it easier for you to watch the show on the Internet.

受疫情影響，目前已有多個論壇和大型展會改為線上舉辦。華商報記者了解到，在北京舉辦的第三屆元宇宙產業論壇已改為元宇宙會議室的形式舉辦，同時，將召開的第131屆廣交會也改為網上舉辦，這已是廣交會連續三屆在網上進行。而原定於4月20日在上海召開的全球元宇宙大會也延期舉辦。

In response to the epidemic, several forums and large-scale exhibitions have been launched online. The Chinese trade press has learned that the third dollar cosmopolitan forum, held in Beijing, has been held in the form of a convention room in the Woncosmos, and that the 131st meeting, to be held on the Internet, has been held on the Internet for three consecutive periods.

疫情讓原本在線下舉辦的各類活動遷移到了網上，這在未來一段時間或將成為一種新常態。無論是活動主辦方還是參與方，都在逐步適應這種模式。

The epidemic has moved online events that are already under way, which may become a new norm for some time to come. Both the organizers and the participants are adapting to this pattern.

事實上，現在的線上展會早已不是簡單的線下場景的線上複製，在5G、大數據、雲計算等各類信息技術手段的加持下，目前各類線上會展場景已經演變成了一種數字化在線應用服務的模式（SaaS），在這種模式下，參展各方通過精確的數據匹配，可以實現從線上展覽展示到洽談簽約的一整套流程。

In fact, the online fair is no longer simply an online copy of the down-the-line scenario, which, with the addition of information technology tools such as 5G, big data, cloud computing, has now evolved into a digital service application model (SaaS), in which participants, through accurate data matching, can present a set of processes for negotiating contracts online.

去年年底在線上舉辦的「西安無人機大會」，觀眾通過點擊網址鏈接，即可進入大會現場，記者看到，整個大會的線上場景和線下場景是1:1復刻，觀眾通過點擊鼠標可以在虛擬場館裡來回「穿梭」，如果發現感興趣的產品，可以點擊圖片進入詳細瀏覽，同時，在線展會還有專門的「客服」，和觀眾互動進行講解。整個線上展會實現了從展示、直播到交易雙方撮合的全鏈匹配。

At the "Sion drones conference" held online at the end of last year, the audience was able to enter the conference by clicking on the link to the Internet. The press saw that the entire conference's online and offline scenes were 1:1 moments, and that the viewers could travel back and forth in a virtual museum by clicking on the mouse. If interested products were found, they could click on images for detailed browsing, while there was also a dedicated "principal" on the show and interactively speaking with the audience.

在線會展模式已趨成熟

On-line show mode matured.

線上完成交易仍差最後一公里

We're still one kilometre away from the end of the deal on the line.

據了解，這種軟件即服務的在線會展模式是一種輕量化的web應用，主辦方一旦立項，參展方可快速實現模塊化搭建，參與方可以通過PC、手機等多種終端在線訪問虛擬展會場景，非常便捷，目前這種技術已經非常成熟，已成為疫情後對會展有需求的各類用戶的首選的線上辦展模式。

It is understood that this software, the service-in-line exhibition model, is a lightweight Web application, that once the sponsor has created it, the exhibition can be rapidly implemented in block-building, and that participants can easily visit virtual exhibition sites online through multiple ends such as PC, mobile phones, etc. The technology is now very mature and has become the preferred online exhibition mode for users in need of a post-epidemiological exhibition.

業內人士表示，實際上，線上展會和線下展會最大的區別並不是展示的環節，而是參展雙方的撮合和交易，線下展會由於近距離的面對面交流，以及有成熟的線下支付場景的匹配，因此在撮合和交易上有非常高的達成率，但是到了線上，這種成功率就陡然降低。

In fact, according to industry, the biggest difference between on-line and off-line fairs is not the show's loop, but rather the exhibition's side-by-side set-ups and transactions, which are matched by face-to-face interactions at close range and mature payment scenes under the line, thus achieving a very high rate of success in matching and trading, but on-line, the success rate is drastically reduced.

比如，在線上參展的觀眾如果對某個產品比較感興趣，即使有線上客服和他進行對接交流，這個觀眾也不可能在線上一錘定音，如果雙方要達成交易意向，仍要在線下完成。

For example, if an on-line audience is interested in a product, and even if an online customer service interacts with him, it is not possible for the audience to make a sound on-line, and if both parties are to reach a deal, it is still to be done off-line.

同時，由於監管政策的限制，這類線上會展場景目前不支持支付功能，因此，展會最終的交易環節業務無法在線上完成，展會所能實現的實際上是用戶數據的留存和分析，這是線上展會最大的價值。

At the same time, due to the constraints of the regulatory policy, this kind of online display currently does not support the payment function, so that the final trading environment business of the fair cannot be done online, and the actual reality of the exhibition is the retention and analysis of household data, which is the greatest value of the online exhibition.

打通社交和交易閉環

Socialization and trading shut-down.

在線展可升級為元宇宙模式

On the line, it can be upgraded to meta-cosm mode.

業內人士認為，在線會展需要一種更為豐富的場景和應用來豐富線上會展的生態閉環，從而演變成為一種新的商業模式。

In the industry, it is argued that the online fair requires a much richer set of scenes and applications for the online exhibition to be closed and turned into a new business model.

今年，各類元宇宙的應用給線上會展提供了一個新的升級迭代方向，早在去年底，百度、網易等互聯網大廠就上線了各類元宇宙場景，如百度的希壤、網易的瑤台等元宇宙場景應用，可以實現B端用戶的各類路演和發佈會等需求，這類元宇宙場景還可以實現在線社交、自定義頭像（俗稱捏臉）等娛樂功能。

This year, the online exhibition of applications from the universes provides a new direction for upgrading. By the end of last year, 100-degree, Internet-friendly Internet sites have been connected to a variety of meta-cosm scenes, such as the 100-degree Greek and Internet-friendly elliptical sites, which can give effect to the needs of B-based users, such as circuit shows and distributions, which can also be entertained, such as online socialization, self-constructed head images (commonly known as face-stressing).

業內人士表示，目前，用戶要在這類元宇宙場景中參加各種活動，需要下載App，並對網速有一定的要求。因此目前，基於SaaS的輕量化在線元宇宙場景仍是大部分B端用戶比較傾向的選擇。

Business people say that users currently have to download Apps and have some requirements for network speed in order to participate in events in this type of meta-cosm scene. So the light-quantified cosmopolitan scene based on SaaS is still the preferred option for most B-side users.

這類輕量化的元宇宙場景目前除了可以在場景裡設立封閉的展館供遊客參觀和瀏覽之外，還可以實現社交和支付兩個環節的打通。

In addition to being able to set up a closed gallery for tourists to visit and browse, this kind of lightly quantified meta-cosm scene can now be used to socialize and pay for two loops.

據記者了解，用戶衹要點擊鏈接進入到特定的元宇宙場景中，就可以和在線的夥伴進行虛擬交流，比如打招呼以及交換雙方信息等功能，還可以預約線下的會面時間等。如果有企業也進入到這個元宇宙場景，可以給裡面的用戶隨機發放各類福利，如折扣劵、體驗劵，觀眾可以在線下開展時前去兌現，業內人士表示，這種強娛樂和強社交的屬性對於元宇宙場景中的流量積聚有非常強的正向作用，這實際也就解決了目前很多元宇宙場景中的「鬼城現象」。

Reporters understand that if users want to click on the link into a specific meta-cosm scene, they can make virtual exchanges with their partners on the line, such as greeting and exchanging information on both sides, and predicting meeting times under the line. If there are companies that are also in the meta-cosm scene, they can provide them with various kinds of benefits, such as discounts, experiences, and viewers can do so as they open under the line, and industry suggests that the attributes of such entertainment and socialization have a very strong positive effect on the convergence of flows in the meta-cosm scenes, which in fact solves the "Ghost City" of many of the current meta-cosmscape scenes.

另外一個就是交易環節的打通，據悉，通過API接口的開放，目前的元宇宙場景均可介入各類電商平台，或者有支付資質的商家，一旦解決了支付環節，元宇宙場景中的交易體系就完成了閉環，在這裡就可以形成一套完整的商業模式。

The other is the opening of the trading loop, where it is known that, through the opening of the API interface, the current meta-cosmos landscape can involve various types of electrical platforms, or pay-as-you-go businesses, once the payment loop is resolved, the trading system in the meta-cosmos scene is closed and a complete business model can be developed.

當然，會展的元宇宙也存在一定的不確定性，需要大量的資金投入，如Meta每年擬投資超100億美元用於元宇宙領域的技術開發。若商業化進度不及預期，則會進一步影響到研發資金的供給，導致技術發展緩慢，影響用戶體驗。另外就是政策監管風險，元宇宙為近期興起的新概念，相關法律法規、監管準則仍有較大的不確定性，若相關政策趨嚴，在一定程度上會影響到元宇宙發展進程。

There is, of course, some uncertainty about the meta-cosm, which requires significant investment, such as more than $10 billion a year in the development of technology in the meta-cosmos field. If commercialization is not advanced as expected, it will further affect the provision of development funds, slow technological development and user experience.