TMT观察网_独特视角观察TMT行业

如果要問最近最具話題感的事情，那么我想，這個殊榮非拼多多上市莫屬。

在此之前，中國電商界一直被阿里、京東、唯品會三座大山所把持，新入局者很難從中分一杯羹。而拼多多憑借其獨特的“社交＋電商”模式，僅用了短短三年時間，便從一個創業公司發展成為當今的電商四強之一，成長速度令人驚嘆。“月流水400億”、“3億用戶”、“上市”等等一系列名號讓拼多多一時風頭無倆，使其成為了電商領域的又一霸主。

那么區塊鏈版的“社交＋電商”模式的首個項目ME TOKEN能否復制拼多多的奇跡？ME TOKEN又是怎樣的一個項目？針對以上種種問題，玖四社區對ME TOKEN的CEO Rufus Parkinson 進行了一次專訪。

Rufus Parkinson是Style.me首席執行官，Me Token 共同創始人。Rufus親自監督每一項策略與行動，是Style.me團隊在這趟刺激旅程上的掌舵者。最初從零售業起步，而后投入Mars Inc.消費品市場的Rufus，至今已有超過20年領導資歷，近年則于Mo?t Hennessy Louis Vuitton （LVMH）的奢侈品市場累積超過10年經驗。

以下是本次線上直播的主要內容。

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.

小紅皮書在社交商務方面很出色。但是，它具有所有中心化的社交媒體或社交商務公司相同的問題: 用戶被迫免費共享他們的個人數據。Me Token則是去中心化數據所有權，允許用戶決定與誰共享他們的數據，以及讓用戶共享使用其數據生成的廣告收入。此外，在Me Token，用戶可以通過創建促進參與的內容獲得Me Tokens。

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在將商業融入他們的DNA方面相當不成功。例如Twitter多年來一直嘗試推行Buy Buttons，但他們最近已經停止了。他們停止嘗試的關鍵假設是：如果的Twitter要達到令人滿意的轉換率，需要改變的Twitter的定位，意即使用Twitter的時“購物”能讓人感到興奮，且具有社交性，良好互動和無縫整合等。Instagram今年剛開始專注于使其內容更具購物性，方法是允許商業帳戶添加購物鏈接（shopping links）。然而，在Instagram的上，購物體驗遠非無縫，也不讓人覺得有趣。在Me Token，我們利用我們的專利3D虛擬試衣間（以及其他功能）創造無縫，有趣互動的時尚購物體驗。我們在過去3年開發的Style.me技術已經被美國客戶使用。相比Instagram涵括各種主題，Me Token專注于時尚，我們是這個垂直領域的專家。

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.

現在的用戶不信任中央機構處理他們的個人數據。美國最近的一項研究表明，90％的用戶不相信中央機構能夠很好地處理他們的數據。因此，我們將會把用戶數據分散在分布式文件存儲（例如IPFS）。僅將管理數據的私鑰提供給用戶個人，讓用戶自行管理數據，并決定與誰共享數據。

商務平臺的另一個議題，由于平臺上充斥假貨，用戶通常會不信任商家。這將通過建立社群自治來解決，用戶可以舉報和刪除，包括惡意商家在內的不良內容，然后獲得獎勵。

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)

這是個非常好的問題。我們花了很多時間創建的去中心化代幣經濟，可以減少濫用行為，讓有心人士很難在系統中犯規。首先，僅僅把自己的內容連結到平臺上并不會賺取任何代幣。至于那些創建各種身份，來大量點擊自己的內容的人，我們通過采用基本標準KYC措施，來驗證一人只能擁有一個帳戶，來解決這個問題（例如通過Facebook的提供登錄，電話號碼驗證等）。

再來，仍然有一個問題，就是通過機器人自動化，大量點擊Like其他人的內容以賺取代幣。我們通過限制每日的點擊Like數的最高獎勵額度（意即：一旦達到本日最高獎勵額度，點再Like多也不會賺更多代幣），來解決這個問題。您還可以查看我們最新的版本或白皮書，以獲取詳細的說明。（https://ME TOKEN.net/ME TOKEN_whitepaper_SC.pdf?v=3.4）

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，讓我舉一個例子。假設您是Style.me應用程序的內容創建者。您現在創建一段數字內容，例如您穿著新衣服的照片。此內容將促進其他用戶參與度（點擊like和評論 ），你因此收到Me Tokens獎勵。現在，你的一個追隨者喜歡你的穿搭并與你聯系，因為她想知道你是否能推薦類似的服裝，以便她在特殊場合穿著。您與她進行了視頻聊天提供建議，對方則是支付你Me Tokens作為交換。

對方最后購買您推薦的服裝，為品牌帶來銷售，您也獲取了聯盟銷售。此用戶則是對您的穿搭照片發表評論，并為此獲得Me Tokens。

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.

我們相信不同的垂直特定平臺之間存在很多協同。 例如，Fashion的內容創建者通常也會創建與旅行相關的內容。因此，與定制旅行體驗的相關社交商務平臺，就可以利用該用戶（如果該用戶允許）。這對每個人來說都是雙贏：內容創建者獲得了額外的專業渠道來推銷他們的內容，而Me Token可以從額外的平臺獲得推薦費用，而此平臺以低成本獲得新用戶。

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.

要讓社交媒體/社交商務公司成功本身非常困難。時尚以外的其他垂直行業（例如旅行，家居和生活風格）若想要創建社群，可使用Me Token系統，來獲得Me Tokens用戶群（如果用戶允許）并利用Me Economy讓社區營造更有效率。

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. 

我們將會把用戶數據分散在分布式文件存儲（例如IPFS），并利用不可變和無信任的區塊鏈，來管理用戶數據所有權的權限。只有用戶持有他們的私鑰才能訪問數據并決定與誰共享數據。 因此，我們將對其數據的控制權交還給用戶。

其他使用案例包括：1）使用Me Tokens來獎勵內容創建者（獎勵他們創造內容以及促進社群參與）；2）治理權力下放，社區決定例如哪些內容是惡意的，并以自治的方式將其刪除。

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.

非常好的問題。我們將去中心化用戶數據所有權。這意味著用戶數據將存儲在分散式文件裝置（例如IPFS）上，而不是存儲在我們擁有的服務器上。數據的所有權和數據的訪問權限，將以無法改變的方式記錄在區塊鏈上。

本質上，只有擁有私人用戶才能訪問該數據，并可以決定與誰共享此數據。如果他們決定分享數據，將能賺取相對的收入。

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.

真實物品的質量問題會間接通過社區治理解決。在稍后階段，用戶將因提報或刪除不良內容，如：山寨品或低質量商家，而獲得獎勵。管理內容的用戶是由社群選出，并執行任務而獲得Me Tokens。

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.

購物流程實際上與Me Token分開。最初，我們不會強迫商家接受代幣交易。但是如果他們想在平臺上做廣告，我們會強迫他們使用Me Tokens。此外，當內容創建者引入銷售時，他們將獲得代幣作為獎勵。

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的目標不是將品牌與超級影響者聯系起來。一般來說，我們看到一個明顯的趨勢，即是超級影響者的影響正在縮小，而且品牌正在從以名人為主的一次性活動，轉向與素人影響者建立長期合作關系。（小于30-50k粉絲）

Me Token主要為素人影響者提供價值。廣告商可以使用法定貨幣來購買代幣，然后使用代幣進行廣告宣傳。如果白皮書沒有明確傳達，請見諒。

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“紅海”我假設你已經讀過Peter Thiels的「從0到1」并熟悉他的定理。所以你可能也注意到他的說法：一個杰出的公司在某關鍵客戶利益（customer benefit），應該要比競爭對手好上10倍。通過Me Token，我們創建了一個經濟體，讓內容創建者發布內容，與其他使用者互動，就可以每天賺取大約15美元（根據主要銷售代幣價格）。相較于傳統的社群媒體，內容創建者無法藉由創作賺取任何收入。總之，任何希望藉由創作獲得獎勵內容創作者，能通過我們的獎勵系統而達成。至于一般消費者，他們希望看到很棒的服裝，并立即購買，獲得立即滿意（instant gratification），這就是我們提供的。