怎样让你的币成为“奢侈品”：爱马仕的故事可以在币圈生效吗？

 橙皮书之前在“不会讲故事的公链是没有未来的”一文中曾讨论过“讲故事”的重要性，Tony Sheng在最新的一篇博客中通过类比人们愿意为奢侈品付出高价格的心理，来论述数字资产在打造自身价值方面所面临的机会。对于数字资产，人们需要一些能让自己有“故事”可以讲，能满足自己炫耀的本性的价值收藏品，单纯创造资产的稀缺性项目方们想想自己是不是跑偏了？<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>Tony Sheng还提到了这种价值收藏品从创立之初的特点，一方面他满足了人们炫耀的需求和身份的彰显，另一方面在某种场景下它是有用的。综合这两个特点，你觉得哪些数字资产你会愿意买来当作价值收藏品？它当初吸引你的故事是什么？欢迎在下方留言分享！

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(137, 137, 137); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”><strong style="font-size: unset; line-height: 25.6px; margin-bottom: 30px; color: rgb(62, 62, 62); box-sizing: border-box !important; word-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”><strong style="font-size: unset; line-height: 1.5; margin-bottom: 30px; color: rgb(137, 137, 137); white-space: normal; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; word-wrap: break-word !important; font-family: PingFangSC-Semibold, sans-serif;”>爱马仕贵不是因为它稀少，而是因为它让你有故事可以讲

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>数字资产仍处于起步阶段。随着人们在虚拟空间中花费的时间越来越多，我们可以期待数字资产在我们的生活中发挥更大的作用。大多数关于数字资产未来的讨论都集中在稀缺性上，在区块链上发个token，可以随时验证其供求状况。

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>数字资产如何建立吸引力，创造稀缺性是否是关键？我们先从高价值的稀缺实物产品来找找思路。

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”> 

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>拿爱马仕柏金包（Hermès Birkins）来说，这种包的零售价每年上涨约10%（市场价目前11,900-300,000美元不等），但即使是在1万美元以上的高价，这些包在二级市场上的销量也相当可观。供应短缺是一个重要因素，潜在买家要想买到一个包包，有时需要很长时间的等待。但稀缺性只是整个故事中推动高需求的一个重要部分，并不是根本原因。

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>相对于生产成本而言，这些包包简直定价高的离谱，但消费它的人认为，拥有它就意味着成为了精英阶层的一员。出于这样的共识，包的主人在出席社交场合会具有强烈的归属感和优越感。这种感觉甚至会延续到他们的私人生活中，只要看一眼他们的包，就会想起他们在社会中的崇高地位，想想都开心。

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>同理，限量款运动鞋和衣服，稀有的古董车。

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(137, 137, 137); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”><strong style="font-size: unset; line-height: 25.6px; margin-bottom: 30px; color: rgb(62, 62, 62); box-sizing: border-box !important; word-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”><strong style="font-size: unset; line-height: 1.5; margin-bottom: 30px; color: rgb(137, 137, 137); white-space: normal; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; word-wrap: break-word !important; font-family: PingFangSC-Semibold, sans-serif;”>稀缺性很重要，但它本身并不重要

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>我们已经在虚拟世界中看到了这些行为的一些早期例子。视频游戏中罕见的装备会赚玩家的眼球。我有一些稀有的Dota装备，自从我买了它们之后，已经升值了很多。比如下图这个钩子。

portant; overflow-wrap: break-word !important;”>

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>这些物品是有价值的，因为它们很难获得(你必须在国际比赛期间购买)，永远不会重新发行。但它就是能得到游戏中所有玩家的共识，大家都相信它们是有价值的。

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>那么我们可以类比到数字资产，比如比特币，它本身没有内在价值，且价格由市场决定。现在比特币的高价格一定程度上说明了有足够多的买家和持有者达成了共识，比特币的故事足以令他们信服。

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>稀缺性很重要，但它本身并不重要。金钩（Dota的装备）之所以受欢迎，部分原因是没有其他可用的金钩。如果另一种更丰富的皮肤看起来一样，它会降低原来的价值。

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>但稀缺是在围绕这一资产建立了一种雄心勃勃的叙事之后出现的portant; overflow-wrap: break-word !important;”>。项目发布后，社区将对此作出反应。如果反应良好，就会有需求。如果供给不能满足需求，那么它就可以成为价值收藏品。

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>同样的虚拟装备，在相同供给条件下，如果在游戏中无法使用，价值为0。如果没有炫耀性的消费，就无法形成抱负性的叙事环境，再怎么强调稀缺性也没用。

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(137, 137, 137); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”><strong style="font-size: unset; line-height: 25.6px; margin-bottom: 30px; color: rgb(62, 62, 62); box-sizing: border-box !important; word-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”><strong style="font-size: unset; line-height: 1.5; margin-bottom: 30px; color: rgb(137, 137, 137); white-space: normal; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; word-wrap: break-word !important; font-family: PingFangSC-Semibold, sans-serif;”>商品是卖给那些无法获得收藏品的人的

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>为了更好理解，我们再回到实物。Birkins是奢侈品包包市场的大赢家。Gucci、Channel、Dior等品牌的包包虽然也都卖得很好，但这些包包并没有像Birkins那样保值甚至升值。这并不是说没有一个可靠的业务围绕奢侈包(显然有)销售，但这个市场规模显然不是无限的。

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>换句话说，任何类别的资产都是有限的，这些资产可以是收藏品也可以是价值储存品。其余的基本上都是商品，商品是卖给那些无法获得收藏品的人的。

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>随着我们生活的方方面面越来越数字化，在数字资产领域很可能会出现与柏金包类似的东西，精英阶层需要更多的东西来证明他们的精英地位。在这一高需求资产的背后，是一系列其他不那么诱人但仍可出售的资产，就像前面提到的，这些资产是那些无法获得“柏金包”的人会购买的。

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>但事实上，那些无法通过讲故事去将数字资产打造为收藏品的项目，基本上不会有太大价值，反映到价格上也会很惨。虽然生产这些数字资产的成本也微乎其微。

<p style="margin: 20px; padding: 0px; font-size: 18px; line-height: 1.5; word-wrap: break-word; word-break: normal; color: rgb(111, 111, 111); font-family: "PingFang SC", "Lantinghei SC", "Helvetica Neue", Helvetica, Arial, "Microsoft YaHei", "\\微软雅黑", STHeitiSC-Light, simsun, "\\宋体", "WenQuanYi Zen Hei", "WenQuanYi Micro Hei", sans-serif; text-indent: 0px; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; overflow-wrap: break-word !important;”>portant; overflow-wrap: break-word !important;”>一年多来我一直在强调的一个现象，数字资产过于关注“稀缺性”，所有这些都是为了让数字资产变得有价值。事实上，正如Dota2皮肤市场所显示的，用户对当前的信任水平感到满意。数字资产之所以有价值，是因为它们的故事是有价值的，有越来越多的人相信。稀缺性可以发挥作用，但更重要的是如何创造抱负性的叙事，并让人们产生炫耀性消费的欲望。