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直播后下一个流量风口？数字藏品助推品牌电商增长
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流量是电商的立身之本。每次流量突破，带来的都是电商平台格局的风云突变。
往回看，2015-2016年，电商流量增长进入平台期，当时淘宝和拼多多各有抉择，淘宝在2016年做直播，深耕已有人群，驶入直播大时代；拼多多剑走偏锋，选中下沉市场，在无人看好间静悄悄挖掘出一批新流量，借此飞速上市。
而在2022年，直播增长趋缓，下沉市场格局已定，新的增长点在何处？近期618的实践，带来了新的方向，数字藏品有望成为突围之道。
数字藏品打开电商平台流量新密码
先来看看各电商平台的做法——在淘宝、京东搜索“数字藏品”，马上能看到相当显眼的入口。
据业内人士透露，搜索入口由用户主动触发，转化率极高，重要性仅次于首页入口，平台的资源倾斜与数藏板块的战略地位可见一斑。
时值618期间，页面内可以看到各品牌发放的数字藏品，天猫超市、荣宝斋、乔丹、阿迪达斯、周大福等品牌纷纷参与。它们的玩法近似，都是购买商品后，限量加赠数字藏品。
加赠的数字藏品可成为长期的品牌资产。若干年后，用户购买的物品或许已经使用殆尽，但加赠的数字藏品依然会陪伴他们，唤起对于品牌的回忆，于品牌方而言，这是长效连接，未来玩法迭代，还有望聚积私域流量。
除了数字藏品外，天猫也推出了618元宇宙专题大秀，将所有数字藏品打通，消费者可在“虚拟秀场”内闲逛，发现自己感兴趣的产品。
从电商层面而言，数字藏品是新的玩法尝试，大方给出流量入口的举措，昭示着其对数字藏品的厚望。那么，他们所期待的流量增益，实现了吗？
数字藏品助电商品牌狂飙突进
数字藏品正悄然成为品牌曝光的新方式。
论及数字藏品的流量成效，双汇的战绩有目共睹。在数字藏品的加持下，双汇在618前后三天内获得了全网800万+的曝光量，以及100万+的达人粉丝覆盖量。爆发式的传播，给双汇带来了高热度的关注，助其在618期间冲上了美食榜单的NO.1，大促当天，双汇直播间涌进7.5万人次，10分钟后数字藏品已经被一抢而空。
以双汇的玩法为案例，可管窥整个行业。
据双汇官方公众号“双汇乐园”显示，它的藏品名为【双汇 |
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