{"id":3560,"date":"2022-04-27T15:52:56","date_gmt":"2022-04-27T18:52:56","guid":{"rendered":"https:\/\/www.alicewonders.ws\/blog\/?p=3560"},"modified":"2026-10-19T12:08:05","modified_gmt":"2026-10-19T15:08:05","slug":"metaverse-future-of-retail-impact-zh","status":"publish","type":"post","link":"https:\/\/www.alicewonders.ws\/blog\/zh\/2022\/04\/27\/metaverse-future-of-retail-impact-zh\/","title":{"rendered":"\u5143\u5b87\u5b99\uff1a\u5b83\u662f\u4ec0\u4e48\uff0c\u53c8\u5c06\u5982\u4f55\u5f71\u54cd\u96f6\u552e\u4e1a\u7684\u672a\u6765\uff1f"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">\u6570\u5b57\u4e16\u754c\u4e2d\u7684\u65b0\u6280\u672f\u548c\u65b0\u53ef\u80fd\u5c42\u51fa\u4e0d\u7a77\uff0c\u6570\u91cf\u4e4b\u591a\u8ba9\u6211\u4eec\u8bb8\u591a\u4eba\u611f\u5230\u56f0\u60d1\u3002\u5728\u8be5\u9886\u57df\u7684\u6700\u65b0\u8bdd\u9898\u4e2d\uff0c\u6700\u91cd\u8981\u7684\u4e4b\u4e00\u4fbf\u662f<\/span><b>\u5143\u5b87\u5b99<\/b><span style=\"font-weight: 400;\">\u3002\u5bf9\u8bb8\u591a\u4eba\u6765\u8bf4\uff0c\u5b83\u662f\u4e00\u4e2a\u96be\u4ee5\u5177\u8c61\u5316\u7684\u6982\u5ff5\uff1b\u4f46\u5bf9\u53e6\u4e00\u4e9b\u4eba\uff0c\u5c24\u5176\u662f\u4f01\u4e1a\u800c\u8a00\uff0c\u5b83\u5374\u662f\u9500\u552e\u4ea7\u54c1\u548c\u670d\u52a1\u7684\u7edd\u4f73\u673a\u4f1a\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5982\u4eca\uff0c\u6ca1\u6709\u54ea\u4e2a\u6570\u5b57\u73af\u5883\u662f\u4f01\u4e1a\u65e0\u6cd5\u8fdb\u884c\u6218\u7565\u5e03\u5c40\u7684\uff0c\u54ea\u6015\u53ea\u662f\u4e3a\u4e86\u63d0\u5347\u54c1\u724c\u8ba4\u77e5\u5ea6\u3001\u4e0e\u53d7\u4f17\u5efa\u7acb\u5173\u7cfb\u3002\u501f\u52a9\u5143\u5b87\u5b99\uff0c\u4f01\u4e1a\u4e0d\u4ec5\u53ef\u4ee5\u505a\u5230\u8fd9\u4e9b\uff0c\u8fd8\u80fd\u9500\u552e\u4ea7\u54c1\u3002\u4e00\u5207\u53d6\u51b3\u4e8e\u4f01\u4e1a\u80fd\u5426\u5145\u5206\u6316\u6398\u5176\u4e2d\u8574\u542b\u7684\u53ef\u80fd\u6027\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u6df1\u5165\u4e86\u89e3\u5143\u5b87\u5b99\u2014\u2014\u5b83\u7a76\u7adf\u662f\u4ec0\u4e48\u3001\u6709\u54ea\u4e9b\u6280\u672f\u5728\u652f\u6491\u5b83\u2014\u2014\u81f3\u5173\u91cd\u8981\u3002\u5728\u672c\u6587\u4e2d\uff0c\u4f60\u5c06\u4e86\u89e3\u8fd9\u4e9b\u4ee5\u53ca\u66f4\u591a\u5185\u5bb9\u3002\u4e00\u8d77\u6765\u770b\u770b\u5427\uff01<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u4ec0\u4e48\u662f\u5143\u5b87\u5b99\uff1f<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u5143\u5b87\u5b99\u662f\u4e00\u4e2a\u6280\u672f\u6982\u5ff5\uff0c\u6307\u7684\u662f\u4e00\u4e2a\u5b8c\u5168\u5b58\u5728\u4e8e\u6570\u5b57\u73af\u5883\u4e2d\u7684\u5e73\u884c\u73b0\u5b9e\u3002\u5728\u8fd9\u4e2a\u5e76\u975e\u5b9e\u4f53\u3001\u5374\u53ef\u4ee5\u901a\u8fc7\u4e92\u8054\u7f51\u548c\u6e38\u620f\u7b49\u65b9\u5f0f\u8fdb\u5165\u7684\u4e16\u754c\u91cc\uff0c\u4eba\u4eec\u53ef\u4ee5\u4ee5\u4e2a\u4eba\u3001\u4f01\u4e1a\u3001\u54c1\u724c\u751a\u81f3\u89d2\u8272\u7684\u8eab\u4efd\u76f8\u4e92\u8fde\u63a5\u5e76\u5728\u573a\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5143\u5b87\u5b99\u7684\u7406\u5ff5\u5176\u5b9e\u5e76\u4e0d\u7b97\u65b0\u9c9c\u3002\u5e73\u884c\u4e16\u754c\u5728\u6e38\u620f\u4e2d\u4e00\u76f4\u5b58\u5728\uff0c\u73a9\u5bb6\u59cb\u7ec8\u53ef\u4ee5\u901a\u8fc7\u89d2\u8272\u7b49\u65b9\u5f0f\u6c89\u6d78\u5176\u4e2d\u5e76\u8fdb\u884c\u4e92\u52a8\u3002\u5728\u7535\u5f71\u53f2\u4e0a\uff0c\u8fd9\u4e00\u6784\u60f3\u4e5f\u66fe\u591a\u6b21\u51fa\u73b0\u5728\u79d1\u5e7b\u7535\u5f71\u4e2d\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u6700\u5927\u7684\u4e0d\u540c\u5728\u4e8e\uff0c\u5f97\u76ca\u4e8e<\/span><a href=\"https:\/\/www.alicewonders.ws\/blog\/zh\/?p=3547\"><span style=\"font-weight: 400;\">\u6570\u5b57\u5316\u8f6c\u578b<\/span><\/a><span style=\"font-weight: 400;\">\uff0c\u5982\u4eca\u6211\u4eec\u8fdb\u5165\u8fd9\u4e9b\u5e73\u884c\u4e16\u754c\u7684\u53ef\u80fd\u6027\u8d8a\u6765\u8d8a\u591a\u3002\u8fd9\u79cd\u4fbf\u6377\u7684\u8fde\u63a5\uff0c\u52a0\u4e0a\u865a\u62df\u73af\u5883\u5f00\u53d1\u6280\u672f\u7684\u4e0d\u65ad\u8fdb\u6b65\uff0c\u8ba9\u5e02\u573a\u673a\u4f1a\u5f97\u4ee5\u663e\u73b0\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5bf9\u4e00\u4e9b\u4eba\u6765\u8bf4\uff0c\u5143\u5b87\u5b99\u4ecd\u53ea\u662f\u4f11\u95f2\u5a31\u4e50\u7684\u7a7a\u95f4\uff1b\u800c\u5bf9\u8bb8\u591a\u4f01\u4e1a\u800c\u8a00\uff0c\u5b83\u5374\u662f\u5b9e\u73b0\u54c1\u724c\u5b9a\u4f4d\u548c\u76c8\u5229\u7684\u673a\u4f1a\u3002\u8fd9\u6216\u8bb8\u6b63\u662f\u63a8\u52a8\u8fd9\u4e00\u8d8b\u52bf\u3001\u4f7f\u5176\u6108\u53d1\u91cd\u8981\u7684\u4e3b\u8981\u56e0\u7d20\u3002<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">\u76f8\u5173\u6280\u672f<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u4f5c\u4e3a\u4e00\u4e2a\u5e9e\u5927\u7684\u5e73\u884c\u6570\u5b57\u4e16\u754c\uff0c\u5143\u5b87\u5b99\u4e4b\u6240\u4ee5\u80fd\u591f\u5b9e\u73b0\uff0c\u79bb\u4e0d\u5f00\u90a3\u4e9b\u8ba9\u5b83\u5f97\u4ee5\u5b58\u5728\u7684\u6280\u672f\uff0c\u4ee5\u53ca\u90a3\u4e9b\u8ba9\u6211\u4eec\u7528\u6237\u80fd\u591f\u5728\u5176\u4e2d\u4e92\u52a8\u548c\u6c89\u6d78\u7684\u6280\u672f\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u652f\u6491\u6570\u5b57\u4e16\u754c\u7684\u6838\u5fc3\u6280\u672f\u5305\u62ec\uff1a<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.alicewonders.ws\/blog\/zh\/?p=3545\"><span style=\"font-weight: 400;\">\u589e\u5f3a\u73b0\u5b9e<\/span><\/a><span style=\"font-weight: 400;\">\uff1b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u6df7\u5408\u73b0\u5b9e\uff1b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u533a\u5757\u94fe\uff1b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u4eba\u8138\u8bc6\u522b\uff1b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u4eba\u5de5\u667a\u80fd\uff1b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">NFT\uff1b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u667a\u80fd\u5408\u7ea6\uff1b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u52a0\u5bc6\u8d44\u4ea7\u3002<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">\u5143\u5b87\u5b99\u5982\u4f55\u51fa\u73b0\u5728\u65e5\u5e38\u751f\u6d3b\u4e2d\uff1f<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u8c08\u5230\u5143\u5b87\u5b99\uff0c\u6700\u503c\u5f97\u5173\u6ce8\u7684\u4e00\u70b9\u662f\u73b0\u5b9e\u751f\u6d3b\u4e0e\u6570\u5b57\u4e16\u754c\u7684\u878d\u5408\u3002\u5982\u4eca\uff0c\u6211\u4eec\u751f\u6d3b\u4e2d\u7684\u8bb8\u591a\u65b9\u9762\u90fd\u53ef\u4ee5\u5728\u4e00\u5b9a\u9650\u5ea6\u5185\u590d\u5236\u5230\u5e73\u884c\u7684\u8fdc\u7a0b\u73af\u5883\u4e2d\u3002\u6b63\u662f\u901a\u8fc7\u8fd9\u79cd\u65b9\u5f0f\uff0c\u5143\u5b87\u5b99\u8d8a\u6765\u8d8a\u591a\u5730\u878d\u5165\u793e\u4f1a\u7684\u65e5\u5e38\u751f\u6d3b\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5728 Wunderman Thompson \u53d1\u5e03\u7684\u7814\u7a76\u62a5\u544a<\/span><a href=\"https:\/\/www.wundermanthompson.com\/insight\/new-trend-report-into-the-metaverse\"><span style=\"font-weight: 400;\">Into the Metaverse<\/span><\/a><span style=\"font-weight: 400;\">\u4e2d\uff0c\u4e00\u4e9b\u6570\u636e\u5f15\u4eba\u6ce8\u76ee\uff0c\u8868\u660e\u6211\u4eec\u5728\u5b8c\u6210\u5404\u79cd\u4efb\u52a1\u548c\u6d3b\u52a8\u65f6\u8d8a\u6765\u8d8a\u4f9d\u8d56\u6280\u672f\u3002\u4f8b\u5982\uff0c\u8be5\u7814\u7a76\u663e\u793a\uff0c93% \u7684\u53d7\u8bbf\u8005\u8ba4\u4e3a\u6280\u672f\u5bf9\u6211\u4eec\u7684\u672a\u6765\u81f3\u5173\u91cd\u8981\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u90a3\u4e48\uff0c\u4f60\u80fd\u60f3\u8c61\u5728\u6ca1\u6709\u6280\u672f\u5e2e\u52a9\u7684\u60c5\u51b5\u4e0b\uff0c\u65e5\u5e38\u751f\u6d3b\u8fd8\u80fd\u81ea\u7136\u8fd0\u8f6c\u5417\uff1f\u6839\u636e\u8be5\u7814\u7a76\uff0c76% \u7684\u4eba\u8ba4\u4e3a\u5404\u7c7b\u6280\u672f\u8d44\u6e90\u548c\u5de5\u5177\u662f\u65e5\u5e38\u751f\u6d3b\u4e2d\u4e0d\u53ef\u6216\u7f3a\u7684\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u4e86\u89e3\u5230\u793e\u4f1a\u4e0e\u6280\u672f\u4e4b\u95f4\u7684\u8fd9\u79cd\u5173\u7cfb\uff0c\u4f01\u4e1a\u5df2\u7ecf\u5f00\u59cb\u4ee5\u81ea\u7136\u7684\u65b9\u5f0f\u5c06\u5143\u5b87\u5b99\u5f15\u5165\u4eba\u4eec\u7684\u751f\u6d3b\u3002\u5178\u578b\u7684\u4f8b\u5b50\u5305\u62ec\uff1a<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u9488\u5bf9\u6e38\u620f\u5f00\u5c55\u7684\u8425\u9500\u6d3b\u52a8\uff08\u4f8b\u5982\uff0c\u5927\u578b\u8fd0\u52a8\u7528\u54c1\u54c1\u724c\u5728\u8db3\u7403\u6e38\u620f\u4e2d\u6709\u7740\u5f88\u5f3a\u7684\u5b58\u5728\u611f\uff0c\u5176\u4e2d\u6700\u8457\u540d\u7684\u5c31\u662f Fifa\uff09\uff1b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">NFT\uff08\u8bb8\u591a\u54c1\u724c\u5df2\u7ecf\u5f00\u59cb\u4ee5 NFT \u5f62\u5f0f\u9500\u552e\u6536\u85cf\u54c1\uff09\uff1b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u52a0\u5bc6\u8d27\u5e01\u5df2\u88ab\u4f17\u591a\u7535\u5546\u5e73\u53f0\u63a5\u53d7\uff1b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u4f01\u4e1a\u642d\u5efa\u865a\u62df\u4f1a\u8bae\u5ba4\u548c\u865a\u62df\u7a7a\u95f4\uff0c\u8ba9\u5458\u5de5\u521b\u5efa\u81ea\u5df1\u7684\u865a\u62df\u5f62\u8c61\u5e76\u5728\u5176\u4e2d\u4e92\u52a8\uff0c\u5373\u4f7f\u5728\u8fdc\u7a0b\u529e\u516c\u6a21\u5f0f\u4e0b\u4e5f\u80fd\u62c9\u8fd1\u5f7c\u6b64\u8ddd\u79bb\uff1b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u4f7f\u7528\u865a\u62df\u73b0\u5b9e\u773c\u955c\uff0c\u5728\u5c55\u793a\u623f\u5730\u4ea7\u9879\u76ee\u3001\u6c7d\u8f66\u8bd5\u9a7e\u7b49\u573a\u666f\u4e2d\u63d0\u4f9b\u591a\u611f\u5b98\u4f53\u9a8c\u3002<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u54c1\u724c\u52a0\u5927\u5bf9\u6570\u5b57\u9886\u57df\uff08\u5305\u62ec\u5143\u5b87\u5b99\uff09\u7684\u5e03\u5c40\u5e76\u975e\u5076\u7136\u3002Wunderman Thompson \u7684\u7814\u7a76\u8fd8\u663e\u793a\uff0c81% \u7684\u53d7\u8bbf\u8005\u8ba4\u4e3a\uff0c\u54c1\u724c\u5728\u8fd9\u4e9b\u73af\u5883\u4e2d\u7684\u5b58\u5728\u4e0e\u5728\u95e8\u5e97\u7b49\u5b9e\u4f53\u7a7a\u95f4\u4e2d\u7684\u5b58\u5728\u540c\u6837\u91cd\u8981\u3002<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u8fd9\u4e2a\u4e16\u754c\u53ef\u80fd\u6709\u54ea\u4e9b\u4ea7\u54c1\uff1f<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u5143\u5b87\u5b99\u4f5c\u4e3a\u54c1\u724c\u7684\u6218\u7565\u673a\u9047\uff0c\u4ecd\u5904\u4e8e\u4e0d\u65ad\u6269\u5c55\u4e4b\u4e2d\u3002\u54c1\u724c\u4ecd\u4f1a\u4e0d\u65ad\u5c1d\u8bd5\u5404\u79cd\u53ef\u80fd\uff0c\u63a8\u51fa\u6210\u529f\u7684\u4ea7\u54c1\uff0c\u4e5f\u96be\u514d\u4f1a\u5728\u67d0\u4e9b\u673a\u4f1a\u4e0a\u5931\u624b\u3002\u56e0\u6b64\uff0c\u672a\u6765\u51e0\u5e74\u4ecd\u6709\u5927\u91cf\u9886\u57df\u6709\u5f85\u63a2\u7d22\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5982\u4eca\uff0c\u5df2\u7ecf\u6709\u4e00\u4e9b\u4ea7\u54c1\u548c\u5546\u4e1a\u673a\u4f1a\u83b7\u5f97\u4e86\u66f4\u591a\u5173\u6ce8\uff0c\u5e76\u4e3a\u4f01\u4e1a\u5e26\u6765\u4e86\u5feb\u901f\u56de\u62a5\u3002\u4e0b\u9762\u6211\u4eec\u5c06\u8be6\u7ec6\u4ecb\u7ecd\u5176\u4e2d\u6700\u4e3b\u8981\u7684\u51e0\u7c7b\u3002<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">\u6570\u5b57\u7269\u54c1\u6240\u6709\u6743\uff08digital ownership\uff09<\/span><\/h3>\n<p><span style=\"font-weight: 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