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深度对话 Me Token CEO Rufus Parkinson

如果要问最近最具话题感的事情,那么我想,这个殊荣非拼多多上市莫属。
在此之前,中国电商界一直被阿里、京东、唯品会三座大山所把持,新入局者很难从中分一杯羹。而拼多多凭借其独特的“社交+电商”模式,仅用了短短三年时间,便从一个创业公司发展成为当今的电商四强之一,成长速度令人惊叹。“月流水400亿”、“3亿用户”、“上市”等等一系列名号让拼多多一时风头无俩,使其成为了电商领域的又一霸主。
那么区块链版的“社交+电商”模式的首个项目ME TOKEN能否复制拼多多的奇迹?ME TOKEN又是怎样的一个项目?针对以上种种问题,玖四社区对ME TOKEN的CEO Rufus Parkinson 进行了一次专访。

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Rufus Parkinson是Style.me首席执行官,Me Token 共同创始人。Rufus亲自监督每一项策略与行动,是Style.me团队在这趟刺激旅程上的掌舵者。最初从零售业起步,而后投入Mars Inc.消费品市场的Rufus,至今已有超过20年领导资历,近年则于Moët Hennessy Louis Vuitton (LVMH)的奢侈品市场累积超过10年经验。
以下是本次线上直播的主要内容。
币圈不正常人类吐槽中心:您好,通过白皮书我们了解到ME TOKEN走的是社交+商务这个领域,在该领域的传统行业的代表企业我个人认为是小红书,因此我的问题是,我们这个项目对于小红书项目的优化(或变革)在哪?
From the white paper, we understand that ME TOKEN is social commerce. From my point of view, currently, the app 小红书 (Little red book) in China is the most representative Social commerce. Please share with me how can ME TOKEN differentiate itself from 小红书?
Little Red Book is great in social commerce. However, they have the same issue as all centralized Social Media or Social Commerce companies: Users are forced to share their personal data for free. The Me Token project decentralizes Data Ownership, allows users to decide with whom to share their data and allows users to participate in ad revenues generated with their data. Also, at Me Token users earn Me Tokens for creating content that drives engagement.
小红皮书在社交商务方面很出色。但是,它具有所有中心化的社交媒体或社交商务公司相同的问题: 用户被迫免费共享他们的个人数据。Me Token則是去中心化数据所有权,允许用户决定与谁共享他们的数据,以及让用户共享使用其数据生成的广告收入。此外,在Me Token,用户可以通过创建促进参与的内容获得Me Tokens。
大师兄点评:小红书虽然走的也是社交+电商模式,但是我也认为其更多的具有中心化属性,网红经济模式存在一定的弊端。或许去中心化的区块链技术能在此基础上带来一定的革新。人由于是群居动物,天然具有社交属性,因此对于社交电商模式,或许更多的是关注社交这一块。

币圈老黄页:当今世界传统的社交媒体很多,诸如 Twitter、Instagram、Pinterest 等,那么将电商属性附加到这些社交媒体上是否可行?如果不可行,那么请问难点在哪?
As we know Twitter、Instagram、Pinterest are already very popular social media, why not just add e-commerce to these existing platform? If you think it is not applicable, why?
Twitter and Pinterest have been quite unsuccessful with integrating Commerce into their DNAs. For example Twitter experimented over years with Buy Buttons and they have stopped recently. The key assumption behind why they stopped is because for Twitter to generate satisfactory conversion rates they would need to change the identity of Twitter to make shopping on Twitter exciting, social, interactive and seamless. Instagram started just this year to focus on making their content more shoppable by allowing business accounts to add shopping links.
However, also at Instagram the shopping experience is far from seamless and exciting. At Me Token we are utilizing - among other features - our patented 3D virtual fitting room to create seamless, exciting and interactive fashion shopping experiences.
This Style.me technology we have developed over the past 3 years is already being used by clients in the US. Instagram is everything to everyone while the Me Token focuses on fashion and we are experts in this vertical.
推特和Pinterest在将商业融入他们的DNA方面相当不成功。例如Twitter多年来一直尝试推行Buy Buttons,但他们最近已经停止了。他们停止尝试的关键假设是:如果的Twitter要达到令人满意的转换率,需要改变的Twitter的定位,意即使用Twitter的时“购物”能让人感到兴奋,且具有社交性,良好互动和无缝整合等。Instagram今年刚开始专注于使其内容更具购物性,方法是允许商业帐户添加购物链接(shopping links)。然而,在Instagram的上,购物体验远非无缝,也不让人觉得有趣。在Me Token,我们利用我们的专利3D虚拟试衣间(以及其他功能)创造无缝,有趣互动的时尚购物体验。我们在过去3年开发的Style.me技术已经被美国客户使用。相比Instagram涵括各种主题,Me Token专注于时尚,我们是这个垂直领域的专家。
大师兄点评:其实国内的社交巨头微信也曾做过社交电商的尝试,但最后以失败告终。传统的社交电商,其实是主打KOL的,或者这些并不是真正的社交电商,而是网红经济。而ME TOKEN上,除了保持用户的高体验感之外,还有独创的3D虚拟试衣间功能。RUFUS总可能想力求ME TOKEN的完美性。听他的阐述,我觉得最为重要的两点是可以解决传统电商的困局以及加上ME TOKEN独创的3D虚拟试衣技术来增家用户体验感,强化其社交属性,很棒的技术。

南粤币盟:整个白皮书中,有个问题比较有疑惑,区块链技术天然是要解决信任的问题。那么在整个ME TOKEN中,如何运用区块链解决信任问题?
The nature of blockchain is to deal with trust issue, please share that how does the blockchain of ME TOKEN deal with trust issue?
Users today do not trust central institutions with handling their personal data. A recent study in the US shows that 90% of users do not trust that organizations handle their data well. Therefore, we are decentralizing data ownership by distributing user data over a distributed file storage (such as IPFS) and giving only the user the private key to manage the data and decide with whom to share the data.
Another issue with marketplaces often is lack of trust in merchants due to fake items being sold. This will be tackled by establishing a self-regulated governance where users are being incentivized to report and take down bad content, including malicious merchants.
現在的用户不信任中央机构处理他们的个人数据。美国最近的一项研究表明,90%的用户不相信中央机构能够很好地处理他们的数据。因此,我们将会把用户数据分散在分布式文件存储(例如IPFS)。仅将管理数据的私钥提供给用户个人,让用户自行管理数据,并决定与谁共享数据。
商务平台的另一个议题,由于平台上充斥假货,用户通常会不信任商家。这将通过建立社群自治来解决,用户可以举报和删除,包括恶意商家在内的不良内容,然后获得奖励。
大师兄点评:其实对于消费者而言,更多的是关心产品质量和真伪问题,拼多多虽然凭借社交+电商模式短期内获得了巨大的成功。但是我想,如果假货泛滥不加以管制,那么其也不会走的太长久,因此我觉得对于ME TOKEN的直白理解可以是“没有假货的拼多多”。区块链技术原则上来说是可以规避假货存在的,从源头杜绝。

币圈猎人:ME TOKEN打造的像是像是社交营销链,让网红,社交达人可以通过影响力形成社交闭环,现在社交影响力很难量化评估,甚至有的会用机器的手段刷量,分享数据也是一样,怎样避免这样的事情发生?
Me Token looks to create a social marketing value chain, letting influencers and key social experts form a closed social loop, thereby making it difficult to evaluate social impact quantitatively, and even some will use bots to create many fake likes/ comments/ sharing etc., and the same with sharing metrics. How do you avoid such things from happening in the ME TOKEN system?
Very good question. We spent a lot of time creating a token economy that de-incentivizes abuse and makes it very hard to game the system.First and foremost, linking your own content does not earn you anything. So, you could still create various identities to like your own content. We are tackling this by employing basic standard KYC measures to validate that one person can only have one account (e.g. by providing login via facebook, phone number validation etc.).
Now you still have the problem that you can earn through liking other people’s content and atomizing this with bots. We solve this by capping the number of likes that are eligible for rewards per day. You can also check our most updated version or the whitepaper for a detailed write-up. (https://ME TOKEN.net/ME TOKEN_whitepaper_SC.pdf?v=3.4)
这是个非常好的问题。我们花了很多时间创建的去中心化代币经济,可以减少滥用行为,让有心人士很难在系统中犯规。首先,仅仅把自己的内容连结到平台上并不会赚取任何代币。至于那些创建各种身份,来大量点击自己的内容的人,我们通过采用基本标准KYC措施,来验证一人只能拥有一个帐户,来解决这个问题(例如通过Facebook的提供登录,电话号码验证等)。
再来,仍然有一个问题,就是通过机器人自动化,大量点击Like其他人的内容以赚取代币。我们通过限制每日的点击Like数的最高奖励额度(意即:一旦达到本日最高奖励额度,点再Like多也不会赚更多代币),来解决这个问题。您还可以查看我们最新的版本或白皮书,以获取详细的说明。(https://ME TOKEN.net/ME TOKEN_whitepaper_SC.pdf?v=3.4)
蓝海财经: 据悉,Style.me 垂直于时尚领域,以定向广告机制,为内容创建者授权并激励更多用户去发掘时尚、共享时尚,用户因其生成内容所引发的参与(如分享、按赞)而获得相应 Me Token 作为奖励,实现了“为用户数据付费”,用户利用Me Token再进行购买折扣。那么,能否列举一个具体场景,说明 Me Token 是如何在用户方、影响者、品牌方之间实现合理流通的?
repeating the detail of targeted advertising related to user’s opt-in data, and resulting in being reward for opening up personal data, and users can use Me Tokens for purchase discou….Can you provide a specific example about how ME TOKEN flows between users, influencers and brands?
Sure. Let’s say you are a content creator on the Style.me app. You now create a piece of digital content, i.e. a picture showing you wearing a new outfit. This content will drive engagement (Likes and Comments) and you receive Me Tokens for that. Now, one of your followers likes your outfit and contacts you because she wants to know similar outfits you can recommend for her to wear for a special occasion. You have a video chat with her to give her advice and charge for this advice with Me Tokens. The user ends up purchasing the outfit you recommended with will generate a Sale for the Brand offering the outfit and will earn you affiliate sales. The user leaves a comment on your outfit and earns Me Tokens for that.
好的,让我举一个例子。假设您是Style.me应用程序的内容创建者。您现在创建一段数字内容,例如您穿着新衣服的照片。此内容将促进其他用户参与度(点击like和评论 ),你因此收到Me Tokens奖励。现在,你的一个追随者喜欢你的穿搭并与你联系,因为她想知道你是否能推荐类似的服装,以便她在特殊场合穿着。您与她进行了视频聊天提供建议,对方则是支付你Me Tokens作为交换。
对方最后购买您推荐的服装,为品牌带来销售,您也获取了联盟销售。此用户则是对您的穿搭照片发表评论,并为此获得Me Tokens。
大师兄点评:那这是内容达人,普通用户,平台以及服装商的四赢局面?这个真的太棒了,共赢才能长久,才会更多的参与度。
币圈投资家:您好,针对ME TOKEN生态代币情况,我想请问一下ME TOKEN具体与新平台的长效合作机制是什么?怎样才会让新平台与ME TOKEN互利共赢。
Regarding the ecosystem of ME TOKEN, can you provide more practical and specific strategies for long term collaboration with other platforms? How to create win-win situation for both ME TOKEN and other platforms?
We believe that there are lots of synergies between different, vertical specific platforms. For example, a content creator for Fashion oftentimes also creates travel related content. So a travel related social economy that customizes the user experience around travel can tap into this user ,if that user allows.
It’s a win win for everyone: the content creator gets an additional, specialized channel to market their content, the Me Token can get a referral fee from the additional platform and the additional platform gets a new user at low cost.
我们相信不同的垂直特定平台之间存在很多协同。 例如,Fashion的内容创建者通常也会创建与旅行相关的内容。因此,与定制旅行体验的相关社交商务平台,就可以利用该用户(如果该用户允许)。这对每个人来说都是双赢:内容创建者获得了额外的专业渠道来推销他们的内容,而Me Token可以从额外的平台获得推荐费用,而此平台以低成本获得新用户。
大师兄点评:这一点与美团和大众点评有点像,想必METOKEN借鉴了这类公司的经验,博采众长。
区块链智慧谷:我们看到ME TOKEN虽然首发的是STYLEME这个平台,但是ME TOKEN其实是一个生态代币,未来将会流通到其他平台。因此我的问题是,这些新平台用ME TOKEN的动机在哪,或者说对新平台的好处是什么?
As mentioned in the whitepaper, ME TOKEN starts from Style.me, and will be applied to other markets/ platforms. My question is what is the motivation for other platforms to utilise ME TOKEN? What is the benefit of using Me Token?
Bootstrapping a Social Media / Social Commerce company is very hard. By adopting the Me Token companies who want to kickstart their community for other verticals outside fashion (e.g. Travel. Home & Living etc) can tap into Me Tokens user base (if the users allow this) and utilize the Me Economy to start up their communities more efficiently.
要让社交媒体/社交商务公司成功本身非常困难。时尚以外的其他垂直行业(例如旅行,家居和生活风格)若想要创建社群,可使用Me Token系统,来获得Me Tokens用户群(如果用户允许)并利用Me Economy让社区营造更有效率。
大师兄点评:METOKEN此时作为代币还是强化的是其社交属性。
黑猫读币:您好,我们知道现在很多名义上的区块链项目都是强行上链,因此我想请问项目方,您认为这个项目需要区块链技术解决的最大的痛点在哪?
We all know that a lot of ICO “blockchain” projects just force the use of blockchain, please tell me what is the biggest pain point solved by blockchain technology in ME Token project?
We will distribute user data on a distributed file storage (such as IPFS) and have the immutable and trustless blockchain manage the rights over the user data ownership. Only the users hold their private keys to access the data and decide who to share the data with. Thus we are giving the control over their data back to the user.
Other Use Case are: 1) rewarding content creators for work by paying them in Me Tokens for driving engagement through their content. 2) decentralization of governance, where the community decides e.g. about what content is malicious and takes it down in a self-governed fashion.
我们将会把用户数据分散在分布式文件存储(例如IPFS),并利用不可变和无信任的区块链,来管理用户数据所有权的权限。只有用户持有他们的私钥才能访问数据并决定与谁共享数据。 因此,我们将对其数据的控制权交还给用户。
其他使用案例包括:1)使用Me Tokens来奖励内容创建者(奖励他们创造内容以及促进社群参与);2)治理权力下放,社区决定例如哪些内容是恶意的,并以自治的方式将其删除。
大师兄点评:其实社交巨头FACEBOOK的数据门事件以及电商巨头淘宝的恶意评论事件都是现在电商和社交存在的痛点。
币市晨读: 据了解,Style.me 拥有一项专利级科技成果,能让消费者于购物前先在虚拟试衣间,透过个人化的虚拟角色试穿衣物。通过算法机制以让参与用户获得更精准的试穿推荐,增加作出正确购物决定的信心。那么请问:在参与的过程中,Style.me对于用户隐私如何做到有效保护呢?
It seems that there is a virtual fitting room tech involved and it is said to give shoppers confidence to make purchasing decision. My concern is how do you effectively protect user’s  privacy?
Very good question. We will decentralize user data ownership. This means that user data will be stored on distributed file storage (such as IPFS) and not on servers we own. The ownership of the data and access rights to the data will be recorded in an immutable fashion on the blockchain. Initially, only the user who owns the data has access to it and can decide who to share this data with. If they decide to share the data they will be incentivized by earning a share of revenues.
非常好的问题。我们将去中心化用户数据所有权。这意味着用户数据将存储在分散式文件装置(例如IPFS)上,而不是存储在我们拥有的服务器上。数据的所有权和数据的访问权限,将以无法改变的方式记录在区块链上。
本质上,只有拥有私人用户才能访问该数据,并可以决定与谁共享此数据。如果他们决定分享数据,将能赚取相对的收入。
大师兄点评:大家都比较关心数据泄露问题。我想这个靠人性或者道德的约束短期内应该难以实现绝对的保密,就如FACEBOOK这类大公司也存在泄漏用户数据的问题。我想从根本上只能靠技术去解决,期待区块链技术在数据保护上的革新。
币掌门: 您好,我的问题是,现在的购物中,真实质量是个难点,那么ME TOKEN的社交商务中,如何利用区块链解决真实物品的质量问题呢?
For online fashion shopping, making sure cloth quality is good has always being a big challenge. How can ME TOKEN use blockchain technology to solve this pain point?
This point is tackled indirectly through the governance of the community. At a later stage, users will be rewarded for reporting and taking down bad content which could also include fake products or low quality merchants. They are being rewarded for that work with Me Tokens and are being elected by the community.
真实物品的质量问题会间接通过社区治理解决。在稍后阶段,用户将因提报或删除不良内容,如:山寨品或低质量商家,而获得奖励。管理内容的用户是由社群选出,并执行任务而获得Me Tokens。
大师兄点评:社群带来志愿者的广泛参与,当志愿者发现并举报不良内容或山寨时,可以获得代币奖励,我觉得这样可以极大的提高用户的参与度,发挥广大人民群众的智慧,激励机制是区块链或者数字货币的一大优点。
链博士: 您好,研究了一番白皮书,感觉模式非常新颖别致,但有个问题不是很明白,ME TOKEN在整个购物环节中,起到了什么样的特殊作用,怎么和购物有效结合起来的呢?
I am not very clear about what kind of role does ME TOKEN play in the shopping flow, how do you effectively integrate ME TOKEN into shopping experience?
The shopping flow is actually separated from the Me Token. Initially, we do not force Merchants to accept Me Tokens for shopping. But we do force them to use Me Tokens if they want to advertise on the platform. Also, when content creators refer Sales, they will be rewarded for that with Tokens.
购物流程实际上与Me Token分开。最初,我们不会强迫商家接受代币交易。但是如果他们想在平台上做广告,我们会强迫他们使用Me Tokens。此外,当内容创建者引入销售时,他们将获得代币作为奖励。
区块链大鹏: 现在越来越多的大品牌会找微博,或者公众号大V合作,像papi酱这样,如果公司和大V之前利益价值都用代币流通可以吗,但看到ME TOKEN的经济模型中还是有法定货币的参与,请问这是否有悖于区块链去中心化的特点呢?
More and more fashion brands work with Weibo and/or super influencers, like Papi Jiang. Is it possible brands reward influencers by token? However, in the ME Token economy, I see fiat currency in the system, isn’t it violating the goal of decentralisation?
The goal of Me Token is not to connect brands to super influencers. Generally, we see a strong trend that the impact of super influencers is shrinking and that brands are moving away from one-off campaigns with celebrities towards establishing long term relationships with Micro Influencers (less than 30-50k followers). The Me Token offers most value to Micro Influencers. Fiat Currency can be used by advertisers to buy tokens off the market and then use tokens for advertising. Sorry if that came across differently in the whitepaper.
Me Token的目标不是将品牌与超级影响者联系起来。一般来说,我们看到一个明显的趋势,即是超级影响者的影响正在缩小,而且品牌正在从以名人为主的一次性活动,转向与素人影响者建立长期合作关系。(小于30-50k粉丝)
Me Token主要为素人影响者提供价值。广告商可以使用法定货币来购买代币,然后使用代币进行广告宣传。如果白皮书没有明确传达,请见谅。
大师兄点评:以前是明星的网红经济到现在抖音的全民造星,METOKEN大的思路应该是完美契合当下的趋势的,是,每个人都是一个独立个体,强调个性。
币园: 您好,在电子商务领域很多人认为已经是红海市场,但拼多多的出现其实证明了细分电商领域仍有很大的机会。拼多多的成功从人性角度分析我认为是抓住了人性七宗罪的懒惰与贪婪,那么基于此,我想请问从人性角度分析,您认为ME TOKEN项目抓住了人们的哪个弱点?
As we all know that ecommerce is already very competitive (Red Ocean), however the success of Pinduoduo proves that there is still opportunity for niche market. Pinduoduo focuses on human weaknesses - laziness and greediness. From this point of view, what kind human weakness does ME TOKEN grab?
Since you are mentioning Red Ocean I assume that you have read Peter Thiels from 0 to 1 and are familiar with his Theorems. So you are probably also aware of his statement that a great company should be 10x better in terms of a key customer benefit than competitors. With the Me Token we have created an economy where content creators can earn about 15USD per day based on the main sale token price just for engagement their content drives while they get 0USD at traditional Social Media Players. So content creators want to be rewarded for their work which is achieved through our reward system. Consumers want to see inspiring outfits and shop them straight away to get immediate satisfaction and that’s what we provide.
既然你提到“红海”我假设你已经读过Peter Thiels的「从0到1」并熟悉他的定理。所以你可能也注意到他的说法:一个杰出的公司在某关键客户利益(customer benefit),应该要比竞争对手好上10倍。通过Me Token,我们创建了一个经济体,让内容创建者发布内容,与其他使用者互动,就可以每天赚取大约15美元(根据主要销售代币价格)。相较于传统的社群媒体,内容创建者无法藉由创作赚取任何收入。总之,任何希望藉由创作获得奖励内容创作者,能通过我们的奖励系统而达成。至于一般消费者,他们希望看到很棒的服装,并立即购买,获得立即满意(instant gratification),这就是我们提供的。
大师兄点评:一个杰出的公司在某关键客户利益,应该要比竞争对手好上10倍,就是对关键客户的体验感,要比竞争对手好十倍。

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据英国“每日电讯报”8月3日报道,据报道,矿业公司Argo Blockchain PLC成为第一家加入伦敦证券交易所(LSE)的加密公司,筹资约3200万美元,总估值约为6100万美元。