Starbucks plans to launch the meta-universe NFT digital collection! However, the market plummeted?!

Starbucks sales in China fell 23%, a series of negative events, is no longer a hot cake in the hands of young people. As a rival to Starbucks, Luckin Coffee has no time to take care of Starbucks, but is busy with milk tea industry volume, co-endorsement, endorsement, etc., to snatch more young people.

The halo of Starbucks is gone, and now it seems that it intends to continue to focus on its own Starbucks coffee culture, pushing costs further down on customers. Starbucks announced on May 3rd local time that it will launch its first NFT collection later this year and create a series of brand NFT collections.

Before people fully understand what a meta-universe is, Starbucks began to launch NFT. NFT, the full name of Non-Fungible Token in English, means non-homogeneous tokens. Seeing this, many people will think, isn't this a virtual coin? Yes, but not exactly. NFT is like a card in the hands of card players, with indivisible, irreplaceable and unique characteristics. NFT uses blockchain techniques to prove the authenticity and ownership of a specific, unique digital object.

It is also reasonable for Starbucks to create a "digital third space". Earlier, Starbucks Coffee was known as its third Space, providing customers with a place between home and work, giving Starbucks consumers a sense of connection and belonging to the Starbucks brand.

New tea and coffee brands are springing up like bamboo shoots after a spring rain, and many brands follow the example of Starbucks and engage in the concept of "third space". Starbucks is no longer the only option for a comfortable office and social environment. It means that Starbucks "third Space" is gradually being squeezed.

Starbucks has no choice but to target the "third space" of the virtual world. According to the announcement on Starbucks' website, Starbucks plans to create a series of brand NFT collections that will receive community membership and allow access to exclusive experiences and benefits. The themes of the digital collection will include existing and innovative content, as well as content created in collaboration with other brands.

To put it simply, if you buy a new digital collection from Starbucks, you can get into Starbucks' digital community. Starbucks Executive Vice President and Chief Marketing Officer said the community can provide customers with a coffee-centric high-quality content experience and collaboration.

Different from the materialized third space, this coffee-centered virtual digital community extends to many fields, fitting a series of elements such as popular virtual coins and regional chains among contemporary young people. But is NFT really practical?

NFT overturned is not uncommon. Jay Chou's multimillion-dollar NFT was stolen around April Fool's Day, which shows that NFT is not unassailable. The first tweet sold by an entrepreneur for $2.9 million in March 2021 shrunk to less than $1/10000 in just one year and sold at auction for $280. it shows that its price is highly volatile.

Starbucks has stepped into the new and hot field of NFT, striving to be the first NFT of coffee and the first person in the coffee world to eat crabs. The dividends of NFT and Metasmology are unknown, and some Starbucks technicians have questioned its executives about the plan to create a brand NFT.

On Twitter, netizens have a heated discussion about Starbucks and NFT collections. Some netizens said that the so-called "NFT expert" is like teenagers drinking ice music saying that they love coffee.

Some netizens also pointed out that Starbucks should pay more attention to coffee flavor and product research and development, rather than creating NFT.

Other netizens pointed out that Starbucks' move is to strengthen customer loyalty to the Starbucks coffee brand.

As a new thing, the judicial protection of NFT in NFT is still being explored in our country. What do you think of Starbucks building a digital community and creating a digital collection?

Photo Source: Internet

For more information about coffee beans, please follow the coffee workshop (Wechat official account cafe_style) and exchange professional coffee knowledge. Please add Wechat account kaixinguoguo0925.