Does the price of digital moon cakes increase by tens of thousands, or does it take advantage of the price limit in 500 yuan？

　　Recently, some media reported that AYAYI digital moon cakes appeared in some digital collection exchange platforms and over-the-counter trading groups, asking for tens of thousands of dollars.

　　The Red Star Capital Bureau learned that AYAYI was the first surreal digital figure in China, and jointly released digital moon cakes with Tmall Super Brand Day on the eve of Mid-Autumn Festival last year. At present, the digital moon cake has been sold for 16,666 yuan.

　　This year, digital moon cakes are more common.Many winners hang on the trading platform for sale two or three days after being drawn.. Liu Xingliang, a member of the Committee of Experts on Information and Communication Economy of the Ministry of Industry and Information Technology, said on September 8th that such behavior was suspected of violating the rules.

　　butDigital moon cakes alsooftenTied with entity moon cakes.Buy the former to meet certain conditions and get the latter, or buy the latter to get the former. This kind of bundling can often bring a premium.

　　Liu Xingliang thinks that this kind of bundling may be the promotion action of the entity moon cake brand. However, Zhou Pengfei, a professor at school of economics and management of Chongqing Normal University, told the media that digital moon cakes are hidden to becomePossibility of new gift propsIt is easy to breed corrupt transactions. Jimu News commented that speculating on the price of moon cakes with the "meta-universe" and "blockchain" as gimmicks is a loophole in the existing regulations.

　　There are digital moon cakes with a price of tens of thousands

　　After buying, it is suspected of violating the rules.

　　Recently, some media reported that the AYAYI digital moon cake launched last year sold for tens of thousands of dollars on the X Meta collection exchange platform.

　　It is understood that AYAYI is the first ultra-realistic digital figure in China. On the eve of Mid-Autumn Festival last year, she announced that she joined Ali, became the digital manager of Tmall Super Brand Day, and jointly released NFT moon cakes with Tmall Super Brand Day, limited to 50 copies.

　　It is worth noting that at that time, users who won the AYAYI digital moon cakes only needed to pay one yuan to get a customized digital moon cake plus a physical moon cake gift box.

　　One year later, the Red Star Capital Bureau checked the platform information and found that some users resold the AYAYI digital moon cake, and the final transaction price was 16,666 yuan; There are also users who have hanged a price of 100,000 yuan, but no one has bought it yet.

　　↑ Screenshot from X Meta

　　This year, the "wind" of digital moon cakes seems to be even bigger. Many domestic digital collection platforms have issued "digital moon cakes" on the eve of Mid-Autumn Festival. However, after some players grabbed the digital moon cakes on the platform, they doubled their resale on the second-hand platform.

　　Dunhuang moon cakes on the digital collection trading platform "Hippie Yuan Beast" were released on September 7, 2022, and the issue price was 1 yuan. On September 9th, Red Star Capital Bureau found on X Meta platform that the digital moon cake had been put on the Internet for resale at the price of 25 yuan. The introduction says: it can turn in seconds.

　　↑ Screenshot from hippie Meta-beast official WeChat official account and X Meta platform.

　　It is worth noting that China does not allow secondary trading of digital collections. In February this year, China Banking and Insurance Regulatory Commission issued the "Risk Tips on Preventing Illegal Fund Raising in the Name of" Metauniverse ".In April, China Internet Finance Association, China Banking Association and China Securities Association jointly issued the" Initiative on Preventing NFT-related Financial Risks ",all of which said.We must resolutely curb the tendency of NFT financial securitization.

　　The looser platform regulation is that users can only initiate a donation to other real-name users after purchasing and owning the digital collection for 180 days, and the grantee can initiate a donation again after receiving the digital collection for 2 years.

　　Liu Xingliang, a member of the Information and Communication Economic Expert Committee of the Ministry of Industry and Information Technology, told the Red Star Capital Bureau that if the sky-high digital moon cakes are not resold by users as a collection, it is legal and compliant, but if someone speculates and invests in them, it will bear huge risks. “Many people use this gift-giving behavior to conduct private transactions, which is extremely risky.. Because this is a gray area, there is no legal protection. "

　　Bundle digital moon cakes and entity moon cakes.

　　Is it marketing or exploiting new rules?

　　On Alibaba’s auction platform, Red Star Capital Bureau found that the transaction price of "Digital Moon Cake of Meta-Universe Lab" released this year was a 880 yuan.

　　This digital mooncake is defined as a digital expression in the title. According to the product introduction, the buyer will also get a physical mooncake gift box. Is this selling digital collections or physical moon cakes? If it is the latter, it will undoubtedly be restricted by the new regulations on moon cakes.

　　According to the Announcement on Curbing "Sky-high" Mooncakes and Promoting the Healthy Development of the Industry issued by relevant departments, the boxed mooncakes whose unit price exceeds that of 500 yuan will definitely be supervised. It is also difficult for major e-commerce platforms and offline supermarkets to see mooncake gift boxes above 500 yuan, and this digital mooncake (mooncake gift box) has exceeded the price red line in 500 yuan.

　　Coincidentally, the old name of Zongzi "Zhen Zhen Lao Lao" also sold digital moon cakes, and said that you can get a box of entity moon cake gift boxes by shooting five or more. According to 31 yuan, the first digital mooncake issued in this series, if the transaction price is similar later, it will cost about 150 yuan to exchange a box of entity mooncakes, without touching the price red line. However, it is worth noting that some mooncake gift boxes searched and redeemed by Red Star Capital Bureau are priced at only 89.9 yuan in JD.COM.

　　↑ Screenshot from JD.COM

　　Wanshili, an old-fashioned Hangzhou silk brand, also added the concept of "meta-universe" to moon cakes. However, they are launching a physical mooncake gift box, and consumers can scan the code to receive digital collections when purchasing related gift boxes.

　　The time-honored Guangzhou Restaurant (603043.SH) also launched digital moon cakes in conjunction with Hungry this year. Their digital moon cakes are obtained by inviting friends and drawing prizes in the "Hungry Digital Collection" program.

　　NUDAKE, an art dessert brand, presented a digital collection exchange card in some Mid-Autumn Festival gift boxes. The mooncake gift box presented by NUDAKE to the digital collection exchange card is a joint name of Chaowan ROBBI, and there are two kinds.The selling price is 2,199 yuan and 4,899 yuan respectively.According to netizens, 4899 yuan was sold out in seconds.

　　It is worth noting that the State Administration of Market Supervision recently published the first batch of typical cases to rectify the moon cake market. Among them, there are 4 cases of "violation of mandatory national standards for restricting excessive packaging of goods"; One case did not meet the requirements of "operators selling boxed moon cakes, not tying other commodities in any form, and not mixing moon cakes with other products in the form of gift boxes".

　　Does the super 500 yuan digital mooncake presented as a mooncake gift box violate the new mooncake regulations? Why do companies that produce physical moon cakes collectively enter the "meta-universe"?

　　Liu Xingliang told the Red Star Capital Bureau that products like digital moon cakes in the Meta-Universe Laboratory are mainly digital collections, and the entity moon cake gift boxes can only be counted as gifts. "It depends on whether there is a rule that the gifts of digital collections can’t exceed how much money. If he doesn’t violate the rules, I think it is understandable."

　　For brands that have already made physical mooncake gift boxes, Liu Xingliang thinks that their purpose is to make digital mooncakes.Mainly for promotion., "is a kind of cross-border marketing".

　　Zhou Pengfei, a professor at school of economics and management of Chongqing Normal University, told the media recently that,Digital moon cakes have the potential to become new gift props.,It is easy to breed corrupt transactions and should be supervised by relevant state departments.

　　Jimu news commentary also believes that this year’s high-priced moon cakes have been closely watched. Some merchants have speculated on the concept of "digital moon cakes", emphasized the social attributes of moon cakes, and used "meta-universe" and "blockchain" as gimmicks to speculate on the price of moon cakes. Isn’t this a loophole in the existing regulations?

　　Red Star Journalist Yu Yao Zhang Luxi

　　Editor Yu Dongmei Intern Editor Zhu Jieying