From the perspective of Maotai’s 24 solar terms wine, where is the Xunfeng Yuan Universe heading?

Moutai joins hands with NetEase, what is the prospect of Xunfeng Metaverse? The author of this article will explore the new development of Xunfeng Metaverse from three aspects: What is the significance of the 24 solar terms wine to Xunfeng World? Where will Xunfeng Metaverse go? What will be done in the future? Recommended reading for those who are interested in IP marketing, Metaverse, and Xunfeng World.

I said in an article in early January that Xunfeng World, a collaboration between Moutai and NetEase, is the most complete metaverse project of a Chinese brand to date . It integrates brand, product, and oriental cultural experience. It is creating a very ambitious world that integrates digital and real elements, and has benchmark significance.

Therefore, we at IP Fried Rice will continue to pay attention to its exploration.

This article will discuss -

1. The significance of the newly released Twenty-Four Solar Terms Wine to the Xunfeng World.
2. Where will the Xunfeng Metaverse go?
3. What will Xunfeng Metaverse do in the future?

01 The significance of the 24 solar terms wine to the Xunfeng world

Last week, Xunfeng World started a highly anticipated year-round campaign, launching the 24 Solar Terms Maotai Liquor . The first to be released were six limited edition products of the Spring Series that integrate digital and real elements, and adopted a dual-world parallel mode that is launched simultaneously online and offline. Let's analyze its advantages and disadvantages, and its significance to Xunfeng World:

1. Two parallel worlds open together

Below are two screenshots of myself personally entering the online Xunfeng World launch site.

The first picture shows the virtual person Xiao Xun standing on the big stage with fireworks blooming; the second picture shows the digital person of Mr. Ding from Moutai giving a speech. From my personal experience, although the scene is beautiful, there are still some shortcomings: for example, because of the separate servers, the number of online users on each server is not large, which makes the popularity seem not so high.

As a press conference for the beginning of spring in the 24 solar terms, I always feel that the atmosphere of the beginning of spring that was originally intended to be created is a bit lacking. Since the theme is "Beauty is Natural", if the green spring atmosphere can be brought to life in the virtual world, the sense of immersion can be greatly enhanced...

As a participant, there is little you can do on site, and you cannot interact with the speakers or get closer to watch. In contrast, the offline Maotai Town Chinese Wine Culture City seems to have a more cultural atmosphere, from performances to various cultural activities.

2. Digital-real integration: first digital storage and then physical

The entire 24 solar terms wine uses blockchain and digital fingerprint technology to achieve the digital-physical integration of each digital collection and each bottle of physical product. Only by exploring, learning, brewing, and creating the corresponding "digital collection" in the Xunfeng digital world can you exercise the right to purchase the corresponding physical wine product.

According to Xunfeng's project plan, "In every future solar term, Xunfeng Digital World will organize activities according to the rhythm of winemaking competitions, digital collection releases, and base wine brewing/synthetic digital collections."

The integration of digital and real is of course important, but if that’s all, I think it’s far from enough .

Because the huge potential of digital collections is far more than just exchanging physical objects, NFT, as the cornerstone of the metaverse economy, has the characteristics of tamper-proof and unique authentication, and can also become a pass for the long-term rights and interests of various users.

Only when these digital collections can not only purchase the corresponding physical wine, but also allow the owners to have more power and responsibilities in the Xunfeng world, the Xunfeng world will be a real metaverse. Now, it is not.

3. What is the significance of the 24 Solar Terms Wine to the Xunfeng World?

The operation of any world requires a cultural "skeleton" to maintain sustained vitality.

Therefore, the significance of the 24 solar terms wine to the Xunfeng world is far more than just selling products. They can become an endless pulse, connecting the rhythm of the Xunfeng world throughout the year .

I think that the Spring series of products have taken the lead in embodying the rhythm of spring: the six models include Beginning of Spring, Rain Water, Waking of Insects, Spring Equinox, Qingming Festival, and Grain Rain, all of which use "bright and moist green" as the main color to express the attributes of the wood element. The dynamic expressions of the two spring gods (Man) on the bottle also show the vitality of spring.

I hope that the upcoming summer, autumn and winter series can continue the rhythmic dance of nature through co-creation and solicitation.

In short, the 24 solar terms are the essence of Chinese agricultural civilization, reflecting the breath and rhythm of nature, and the continuous digital brewing process of the 24 solar terms wine -

Perhaps the Xunfeng world can create a virtual nature, which, through digital mapping, echoes the real nature and continues to thrive with the rhythm and beat of nature.

If we really want to achieve this, we can't just sell alcohol, but we need to put more effort into Xunfeng's scene worldview...

02 Where is the Xunfeng Metaverse going?

There are some misunderstandings and controversies about what the Xunfeng world will be.

For example, many people regard Xunfeng World as a new way to sell wine, and that Moutai is selling wine through a "gamified world." This view is obviously insufficient: it ignores the long-term development of Xunfeng.

There is another view from web3 players in the pure digital Tibetan circle, who believe that Xunfeng World is selling wine products too quickly and should first build a good community and co-create. This view foresees the future of Xunfeng World, but it is also too idealistic.

So, where will the Xunfeng world go?

I tried to use two completely opposite pictures to express different opinions——

First picture:

This picture represents the general perception of Moutai as Xunfeng World:

"Xunfeng World is an activity space under the Moutai brand. It was established to strengthen the influence of the Moutai brand, sell more Moutai products in a gamified way, and strengthen connections with young people."

This understanding is both right and wrong. The right thing about it is that we must strengthen the brand power of Moutai.

What I think is wrong is that the real purpose of Moutai in creating Xunfeng World is to surpass itself.

Because if we only treat Xunfeng World as a gaming activity space, it will not be meaningful and will not be enough to improve the brand. The Moutai brand is already very strong, and the significance of Xunfeng World to Moutai should be more important as a self-innovation and transcendence, using a bigger world to expand the Moutai brand.

Let’s look at the second picture below: (My understanding)

In this picture, the future of Xunfeng World is far greater than that of the Moutai brand.

Last week, I attended the press conference and media exchange meeting of Xunfeng World and Twenty-Four Solar Terms Wine. From the speech of Mr. Ding, Chairman of Moutai, and the answers of Moutai executives, I found some important information that is different from the conventional understanding:

The influence and product strength of Moutai brand are the starting point of Xunfeng World, not the destination.

Why sell products first? Because the product power of Moutai is the most powerful driving force in the early stage of Xunfeng World. By turning it into a digital collection, it helps the virtual world start, and then gradually surpasses the Moutai brand, allowing a wider world to continue to grow.

Therefore, the future of Xunfeng World is not just a marketing channel for the Moutai brand, but it should embrace the vast universe and embrace the Moutai brand and all living things.

Putting these two pictures together makes it clear:

The left picture shows the conventional understanding: Xunfeng World is built to serve the larger Moutai brand. This understanding not only minimizes Xunfeng World, but also minimizes the Moutai brand.

The picture on the right shows a different understanding: Xunfeng World will be a world bigger than Moutai brand, Moutai brand is a part of it and is the first driving force . This understanding is to see Xunfeng World as very big, which can make Moutai brand become stronger in a bigger world.

"Moutai originated from agricultural civilization, is rooted in ecological civilization, rose from industrial civilization, and will surely be renewed in digital civilization. The 24 solar terms are not only the crystallization of the wisdom of the Chinese nation's agricultural civilization, but also the cultural confidence flowing in the genes of every Chinese. The '24 Solar Terms' cultural products launched this time contain the unique and rich Moutai aesthetics." This was the recent speech by Moutai Chairman Ding Xiongjun.

If we look at it from the perspective of the new world of the future, then the Xunfeng world is about returning to and tracing back to the agricultural civilization where Moutai originated, and building an oriental humanistic universe of agricultural civilization and ecological civilization, in which the Moutai brand continues to develop and exist in an aesthetic way.

In short, I believe that Xunfeng World is not just a marketing tool for the Moutai brand, but aims to create a digital and real universe of co-creation, co-existence, and common prosperity, in which the Moutai brand continues to grow and achieve self-transcendence.

03 What will Xunfeng Metaverse do in the future?

Since Xunfeng World is not just a sub-brand of Moutai, what else will it do in the future?

Carefully studying the future plans of Xunfeng World, we can clearly find that -

Cultural co-creation, Xunjing home, and tolerance of all living beings are the three most important things.

Let’s talk about cultural crowd creation first, which has frequently appeared in activities at Xunfeng Market.

Xunfeng World has launched a subsequent creative design activity for the Twenty-Four Solar Terms Wine, encouraging users to create and select the best ones for adoption, so that users are not only players and buyers in Xunfeng World, but also creators, and can obtain corresponding creative income.

During the launch of the 24 Solar Terms Wine, the importance of cultural creation was constantly emphasized, and related activities will be vigorously developed in the future.

The core of cultural co-creation is co-creation, which means that Xunfeng World will accept more artists to settle in. In the future, users will be able to carry out their own creative activities and create their own digital collections.

Through cultural co-creation and community power, it is entirely possible to incubate IP, allowing new and old cultural and creative works that conform to the spirit of the Eastern humanistic universe to grow and develop in the Xunfeng world.

The creative center Wentong Bookstore, which is under construction, is named after the "Wentong Bookstore" founded by "Huamao", one of the three distilleries of Maotai Distillery in the early 20th century. It will reappear in the digital world and provide various digital creation tools, allowing users to display creative content such as text, music, art, marketing, video, live broadcast, etc., so that creative works can be gathered together to become a cultural and creative digital platform for co-research and co-creation.

Therefore, in the Xunfeng world, Moutai aesthetics should be an inclusive aesthetics that is tolerant and tolerant. "Agricultural civilization is the source of Moutai aesthetics, ecological civilization is the basis of Moutai aesthetics, and digital civilization is the reflection of Moutai aesthetics."

Let’s talk about Xunjing Home .

At the exchange meeting, I specifically asked about the future development plan of Xunjing Home. It will appear in the form of pieces of land and provide a large number of construction tools, allowing users to own and build it themselves.

Xunjing Home will allow users to own their own home in the Xunfeng world, a home with beautiful mountains, clear waters and blooming flowers. It can also be built according to the user's own ideas, whether it is a farmyard, a garden building, the ancient style of the Tang and Song dynasties, or a futuristic science fiction.

In the future, everyone can also establish design offices, creative workshops, etc. on their own land, and carry out various creative and sales activities in their own homes, which will form a self-growing economic and cultural ecology.

Xunjing Home will make Xunfeng World no longer just a marketing venue for a brand, but a world built by users like "Minecraft". With the addition of co-creation and sales functions, it may also become a large-scale online creation home like ROBLOX.

Judging from the current progress, users who rank high in the Xun value ranking list can already obtain the secret contracts of Yongning, Chongxian, Lanling, and Fengyi in the Xunjing Homeland. After the "Xunjing Homeland" function is launched in May, users who obtain the secret contracts can redeem their exclusive Xunjing space.

From January 12, users can exchange the "digital cubes" in their backpacks for construction value. All participating users can enter the "co-construction list" and the top-ranked users will receive the "Xunjing" series of digital collections. When the "Xunjing Home" function is launched in May, users who own the above digital collections will be able to obtain exclusive Xunjing digital space, such as "Xunjing·Langyuan Xianju", "Xunjing·Jielu Yashe", "Xunjing·Qiuming Shanfang" and so on.

But these are just fragmentary actions. Moreover, if Xunjing Home wants to explore its own characteristics, it needs to be more integrated with co-creation to realize a unique and vibrant Xunjing Home.

Finally, let’s talk about tolerance of all living beings .

The Xunfeng world embraces all living beings, not just more users.

In the future, Xunfeng will embrace more brands and more IPs, not just the Moutai brand, nor just creations centered around Moutai. Through broad inclusiveness, the Xunfeng world will truly become a diverse, colorful metaverse where all beings can flourish with vitality.

Tolerance leads to greatness, and all things coexist together, which is the essence of the Eastern humanistic worldview.

This is a long-term construction project, in which the power of the community and the power of co-creation will become increasingly important. When the community's co-creation power and brand power become dominant, that is when the Xunfeng World matures.

Author: Chen Ge Li, WeChat public account: IP Fried Rice (ID: IPCOOK)