《新的現實》第二篇：零售業（中英雙語）

元宇宙前沿
2022年5月13日09時

最近應廣大讀者要求，元宇宙前沿開設“元宇宙大玩家”學習群，感興趣的讀者可以在后臺私信小編進群。

繼續我們的報告解讀。

本文編譯自營銷咨詢機構Wunderman Thompson發布的第二份元宇宙報告《新的現實》（New realities）。

86%的人認為零售行業將受到元宇宙的影響。在熟悉元宇宙的人中，70%的人認為它將是一個購物的地方，68%的人認為它將是電子商務和網上購物的未來。

劃重點*****

零售業的大品牌正在元宇宙中開店，尋找新的方式與他們的消費者群體互動。

Big-name brands in retail are setting up shop in the metaverse, finding new ways to interact with their wide-span consumer base.

這些公司不僅銷售虛擬服裝和裝備，還注冊了數字化官方店面，甚至創建了完全品牌化的數字世界，顧客可以在那里連接、玩耍和互動。

Not only are companies selling virtual clothing and gear, they’re also registering official storefronts for fully digital shopping experiences, even creating completely branded digitalworlds where customers can connect, play and interact.

數字用戶參與的范圍之廣，遠遠不止給虛擬角色穿上衣服這么簡單，這表明品牌正全力投入數字領域，希望實現數字空間和實體空間的無縫銜接。

The wide scope of digital engagement, reaching far beyond dressing an avatar or hosting a section of a game, indicates that brands are investing themselves fully into digital realms for seamless immersion between digital and physical spaces.

元宇宙零售業的未來****

元宇宙的零售已經不再只是為虛擬人物銷售虛擬產品，它正成為新產品發布和合作的平臺。更重要的是，它讓用戶能夠前所未有地控制自己的個人零售體驗。

Retail in the metaverse is moving beyond simpy selling virtual products for avatars. It is becoming a launchpad for new product releases and collaborations, and, crucially, giving users unprecedented control over their own personal retail experience.

虛擬商店平臺Obsess創始人兼首席執行官Neha Singh告訴Wunderman Thompson Intelligence，虛擬零售體驗“將變得更加動態。這意味著，你和我雖然去同一個虛擬商店，但我們會看到不同的產品。此外，也許最終環境將根據用戶進行定制。”

Neha Singh, founder and CEO of virtual store platform Obsess, tells Wunderman Thompson Intelligence that virtual retail experiences “are going to become a lot more dynamic. And whatthat means is that, ultimately, you and I could go to the same virtual store, and we might see different products. Also, maybe eventually the environment will be customized to the user.”

斯凱奇***

這家全球運動服品牌是第一個在Decentralized的時尚區(Fashion District)簽下租約的公司，打算開一家實驗性的虛擬店面。斯凱奇還提交了商標申請，以便在整個Decentraland銷售包括鞋類和服裝在內的虛擬商品。

The global activewear brand was the first to sign a lease in Decentraland’s Fashion District, intending to open an experimental virtual storefront. Skechers also filed trademark applications to sell virtual goods throughout Decentraland, including footwear and apparel.

斯凱奇總裁Michael Greenberg稱與Decentralized的合作是“我們對未來的投資”，并表示該品牌期待“開啟這個虛擬時代，在推出新的斯凱奇體驗時，探索我們品牌與新客戶和觀眾互動的創造性方式。”

Skechers president Michael Greenberg calls the agreement with Decentraland “an investment in our future” and says the brand looks forward “to embarking on this virtual era, and exploring creative ways for our brand to engage with new customers and audiences as we launch the new Skechers experience.”

耐克***

耐克在Roblox推出的Nikeland和它的Roblox店內體驗融合了虛擬和實體消費者參與策略，為耐克提供全方位的沉浸式體驗。消費者可以在耐克的紐約旗艦店購物，并與耐克品牌的增強現實(AR)游戲和功能互動，以獲得獨特的購物體驗。

Nike’s launch of Nikeland in Roblox and its Roblox in-store experience blend virtual and physical consumer engagement strategies for an extensive and immersive Nike experience on all fronts. Consumers can shop and interact with Nike-branded augmented reality (AR) games and features in Nike’s NYC flagship store for a uniquely liminal shopping experience.

在虛擬世界中，客戶可以在Roblox中定制的Nikeland中進行連接、創造和競爭。使用Nikeland的工具包，玩家可以使用互動體育材料在數字領域創建和設計自己的迷你游戲。

Virtually, customers can connect, create and compete in Nikeland, a bespoke world housed in Roblox. Using a Nikeland toolkit, players can create and design their own mini games in the digital realm using interactive sports materials.

Forever 21***

2021年12月，Forever 21宣布進入元宇宙。這家零售商已經與Virtual Brand Group合作，在Roblox中創建了被稱為“時尚零售體驗”的Forever 21 Shop City。用戶可以在里面設計、建造、策劃和管理自己的個人商店，買賣Forever 21的服裝和配件，并雇傭員工。

In December 2021, Forever 21 announced its entry into the metaverse. The retailer has partnered with Virtual Brand Group, a metaverse creation company, to build Forever 21 Shop City, described as a “fashion retail experience,” in Roblox. The activation lets users design, build, curate and manage their own personal stores in Roblox, where they can buy and sell Forever 21 clothing and accessories, and hire employees.

“這是一種社交體驗，而不僅僅是銷售體驗，它形成了一個無限循環：Forever 21商店和電子商務，Roblox商店和體驗，”Forever 21首席營銷官Katrina Glusac表示。該零售商計劃利用該平臺推出新產品并開展合作。

“This is a social experience, not just a sales experience, and becomes an infinite loop: Forever 21 stores and ecommerce and Roblox stores and experiences,” says Katrina Glusac, chief merchandising officer at Forever 21. The retailer also plans to use the platform to introduce new products and launch collaborations.

敬請期待《新的現實》第三篇：金融業（中英雙語）

文中圖片皆來自于Wunderman Thompson報告

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