新消费人群在数字赋能下产生了高速迭代的个体形态：主权进化，天生边缘，自组织，开发协作等，也生出了新的消费观——「狭义的消费者进化到“主动”的人，不是在“购买”品牌和商品，而是成为品牌的一部分」。
New consumers have developed high-speed individual forms under digital empowerment: sovereign evolution, natural edges, self-organization, collaborative development, etc., and new consumption perceptions -
“他们善于判断，精于想象，乐于表达个人观点，并愿意写下自己的人生故事，他们积极主动，多疑善思，富有创造力，他们已经到达了马斯洛需求金字塔的顶端，那里的目标是自治，成长和自我实现”。——《品牌翻转》
“They are judgmental, imaginative, willing to express their own views, and willing to write their own life stories. They are proactive, multi-minded, creative. They have reached the top of the Maslow pyramid of needs, where the goal is self-government, growth and self-fulfilment.” — Brand Turn.
这是一个“创造品牌不再是公司，而是用户” 的域场；这还是一个“当下的竞争不再是公司之间的竞争，而是社群之间的竞争”；这也是“品牌构建的核心是如何为推动你成功的用户赋能” 的时代。
This is the field where “the creation of brands is no longer a company, but a user”; it is also an era where `the core of branding is how to promote your successful user empowerment' .
新的逻辑假设重新界定了新人群的驱动力，也创造出了跨时代的品牌基石——「不要问“细分市场有多大”，要问“你和谁一起战斗”」。
The new logical assumption redefines the driving forces of the new population and creates an age-old brand building block -- "Don't ask "how big is the market?" Ask "Who do you fight with".
此时，需要做的是「倍增」 而不是「 分化」 ，找到你的同类/圈层，通过新技术新场景新社交，把他们折叠在一起，「聚集同类做一件有意义的事」。
At this point, what needs to be done is to "strong" instead of >, find your peers/circles, fold them through a new social setting of new technologies, > >. /strong > >
一些品牌专家对「新社群」（Tribe）的定义。
Some brand experts have defined the "new community" (Tribe).
「人们因为重要的理念在一起，并聚在某个人麾下的时候，便形成了社群」——《社群Tribe》赛斯·戈丁（2008年）
「社群是一个由彼此关系对方福祉的个人组成的群体」——《社群运营
「“独”而不“孤”的新社会关系，能独立，有自己的空间，也有能志同道合者」——青年志
面对数字原住民和主权进化，「消费不只是产品，更是寻找一种身份和归属感」的理念时，「新社群」可以这样定义：
Faced with the evolution of digital indigenous peoples and sovereignty, the concept of "consumption is not just a product, but a sense of identity and belonging" can be defined as follows:
「新社群」——品牌把某类人以清晰的价值观凝聚在一起，他们彼此赋能，互相连接，共建社群，并为某个伟大的事业一起行动，持续创新，共同进化。
"new community" - brand names bring together people with clear values who empower, connect, build communities and act together for a great cause, continue to innovate and evolve together.
以千年宗教和百年贵族会员俱乐部为研究基础，以「无限游戏」哲思为指导理论，结合「马斯洛人类需求层次模型」，得到新社群的两个底层假设：
Based on research by the Millennium Religious and Centennial Aristocracy Clubs, guided by the philosophy of the Infinite Game, and in conjunction with the Maslow Human Needs Level Model, two bottom scenarios of the new community were obtained:
只有当品牌与用户不断融合直至一体时，才能走得更远；当你专注建立长期的关系，才会有更多的人支持；当你以利他为价值内核的时候，未来才更广阔。
对新消费品牌来说，不应再把一个人塞进漏斗榨取利润，而是应该端起梯子让用户与品牌不断连接，不断融合，不断改变，在这个过程中双方才能都实现自我。
如此，品牌猿的新社群「阶梯模型」 自然形成——「放下漏斗，端起梯子」 ——像一个向上延伸的梯子，构建「新社群」就是帮助成员逐步向上攀登。
In this way, the branded ape naturally forms — "Put down the funnel, lift up the ladder" — like a ladder upward, building the `new community' to help its members climb up.
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基于模型，「新社群」与社群营销、会员营销、私域不同也就尽现眼前：
On the basis of the model, the "new community" is different from community marketing, membership marketing, and private domain:
「新社群」是“聚集一群人做一件事”；而「社群营销」是“你推动或者引导一群人做一件事”。
「新社群」是“共建社群共赴山海”；而「会员营销」是“营销用户，经营用户，服务用户”。
「新社群」是“有理念有使命有行动”是眼神经济；而「私域」是“吸引用户，争夺用户，消费用户”是眼球经济。
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品牌猿给出搭建殿堂级「新社群」的四大基柱， 他们正好回答了四个问题：
The branded apes gave the four pillars of the `new community' at the temple level, and they answered four questions:
我坚守什么？——共同的价值观
我有什么样的梦想？——崇高的事业
我是谁？——明确的定位
我该如何行动？——Go
我们都想成为与我们有共同价值观的人群中的一员。
We all want to be part of a group of people with whom we share values.
毫无疑问，「共同的价值观」之上的社群，才是真正的「新社群」。有了价值观，他才可以被理解成一个部落，一个利益共同体，一个党派、一个品牌镜像，一个有灵魂的IP。
There is no doubt that the community above the "common values" is the real "new community." With values, he can be understood as a tribe, a community of interests, a party, a brand image, an IP with a soul.
「共同的价值观」作用不仅于此，它还是新社群筛选和分层的第一道门槛。
This is not only the role of "common values" but also the first threshold for screening and stratification of new communities.
「崇高的事业」指向的不是为什么？——为什么，来自过去，是关于我们是谁的声明，是价值观与信念的综合。
The "high cause" is not aimed at why — why, from the past, is a statement of who we are, a combination of values and beliefs.
而「崇高的事业」关乎未来——决定我们前进的方向，描绘了我们想要的生活和投身其中要建设的那个世界。
And the "high cause" is about the future -- determining the way forward, depicting the world we want to live and commit to.
事实上，每一个人都可以有「崇高的事业」，我们既可以自己发起，也可以选择加入别人的，然后将其变为自己的；我们可以按照自己喜欢的方式坚持不懈地建设，还可以在推进过程中不断修正。
In fact, everyone can have a “high cause”, we can either initiate it ourselves, or we can choose to join others and then turn it into ourselves; we can build it as we like, and we can fix it as we move forward.
PS：「崇高的事业」的“秘密武器”——支持某事。
PS: “Secret weapons” of the noble cause - support for something.
「反对」会令我们执着已经存在的事物，从而诱导我们做出反应；「支持」是请所有人共同推进一项事业，会令我们专注于尚未实现的未来，激发我们的想象力，就如「共同富裕」。
"Objection" will keep us committed to what already exists, thus prompting us to react; "support" is to invite everyone to advance a cause that will focus on the unfinished future and inspire our imagination, like "common wealth".
「新社群」“定位”逻辑全然不同：
The new community's "positioning" logic is quite different:
首先，新社群的“我”是——品牌和成员组成的社群整体“我们” 。
其次，「新社群」是品牌的分形，新社群只需要吸引用户中认同价值观的一部分人 即可。
最后，「新社群」需要引领这部分群体，而不是迎合他们；是创造新价值 ，而不是解决旧问题；是帮助成员成长，而不是提供更多特权和服务。
“我是谁”和“我提供什么价值”是“定位”，更是思维方式。
“Who am I” and “what value I offer” are “positioning” and more so a way of thinking.
大部分的企业和品牌，即使充满善意，往往也认为要“先赚钱，再来做某事”；「新社群」的看法不同——做某事来凝聚成员，甚至将其变为一种生活方式。
Most businesses and brands, even with goodwill, tend to think that they have to “earn money before doing something”; the New Communities think differently —
这要成为「新社群」的行动纲领——目标，步骤，拆解，行动。
This has to be a programme of action for the "new community" — goals, steps, dismantling, action.
构建「共同的价值观」，「崇高的事业」，「定位」， 「行动纲领」是新社群打造的必须。
To build “common values”, “high causes”, “positioning”, “action programmes” are essential for the new community to build.
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以《社群运营的艺术》“归属感的七条原则”为骨，以5大精研品牌和DTC品牌为架，以中国持续社群创新和小兴趣商业为血肉，品牌猿整理出「九大法则」：
Based on the “seven principles of the sense of belonging” of “the art of community-operated” and based on five major brands and DTC brands, and on China's continuing community innovation and small-interest business, branded apes have developed the “nine laws”:
界线法则；
符号法则；
成长法则；
故事法则；
布道者法则；
仪式法则；
神殿法则；
共建共创法则；
行动法则。
「九大法则」拆开或许都是浅显易明的道理，一旦运用自如，对「新社群」，则妙不可言。
The unbundling of the "Nine Laws" may be simple and obvious, but when applied to the "new community" it is wonderful.
有门槛才有纽带；有界线才有内外。「新社群」绝不能向所有人敞开大门，对任何人开放社群与“无社群”没有区别。
There are thresholds for bonds; there are boundaries for internals and externals. The "new community" must not be open to everyone, nor should it be different from the "no community" for anyone.
设定界线有以下6个原则：
There are six principles that define the boundary:
原则1：界线需要「有意义」。
原则2：界线非常清晰。
原则3：要有“界线守护者”。
原则4：跨过界线有「加入仪式」 。
原则5：有个渐进的「空间」。
原则6：界线需要维护和不断「保持变化」。
再次提醒：无界限=无社群，无门槛=无价值。
Reminding again: without boundaries = no community, no threshold = no value.
历史上伟大的「社群」：部落、宗教、国家、组织、军队，都拥有独一无二的超级符号：图腾、标识，旗帜，并以此吸引和凝聚着追随的人们。
The great "communities" of history: tribes, religions, nations, organizations, armies all have unique supersigns: totems, logos, flags, and thus attract and rally the followers.
就「新社群」来说，「符号」远远不止是一个标识、一个画面，一句广告语，一段音乐，或者一段理念，一个故事；还可以是一个信物，一个场景，一次体验，一段时间，就像团圆饭，饺子、月饼和汤圆。
In the case of the “new community”, the symbol is much more than a symbol, a picture, an advertisement, a piece of music, or an idea, a story; it can also be a symbol, a scene, an experience, for a period of time, like a remix, dumplings, mooncakes and soup.
构建「新社群」符号，需要注意：
Builds the "New Communities" symbol. Note:
「符号」要有「意义」，还需要有想象空间。
信物「符号」，「新社群」的秘密武器。
一个社群「符号」可以是多个，多元的。
想象力有多大，「符号」就有多变，「符号」是新社群一个简单有效的连接和工具。
"Symbol" is a simple and effective connection and tool for the new community.
1）为什么很多社群/会员营销失败？——传统「升级」系统的三大问题
1) Why do many communities/members fail in marketing? — three issues of the traditional "upgrading" system
从品牌的角度出发，是营销工具。
是单点权益，无法形成归属
雷同，没有场景创新，更不会演化为新信用生态
2）「新社群」的「成长」思维——站在「成员成长」的立场
2) "Growing up" thinking of the "new community" -- in the position of "growing up members"
「成长」是「新社群」的专属名词，他要求我们站在社群「成员成长」 的立场来设计体验和体系。
"Growing" is the exclusive term for the "new community", and he asked us to design experiences and systems in the position of the community .
首先，帮助成员「某一项具体技能或是生活的某一方面有所提高」；
然后，帮助成员从「内心成长」到「越来越有效地把控生活方方面面」；
最后，无论外部技能还是内心强大，是为让每一个成长起来的人承担更大责任，对「他人关爱」的不断「成长」。
3）积分「成长」的三种玩法
3) Triple Plays for Growing up
（1）「积分」的初级玩法——回馈偏袒，联结关系
(1) Primary game of > > > > > > > > > >.
积分要被「使用」，才拥有价值。
积分需要可「感知」，才更具联结价值。
积分要流动和有社交性，才能联结新价值。
（2）「积分」的中级玩法——全周期，引导、陪伴、帮助成员成长
(2) Middle-level game of `centres' - full cycle, guide, accompany, help members grow
用户的「成长」，首先要引导用户融入社群。
成员的「成长」，其次需要从专属到荣誉，从陪伴到荣耀
成员的「成长」，还需以积分引导某种行为——帮助成员成长。
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（3）「积分」的高级玩法——双向赋能，共同成长
(3) Advanced game of "centres" -- two-way enabler, growing together
乐高——与「认证玩家社群」一起玩转世界
蔚来——从「积分」到「蔚来值」，持续激活高级玩法。
最后，未来的“极端”——分布式合作，比如DAO 社区。
在商业领域和品牌传播上，故事的速度及效果是任何广告所不及；而对于人和人关系构成的社群来说，除了认知认可，还要巩固创新，故事更是至关重要。
In business and branding, the speed and effectiveness of the story are beyond the reach of any advertising; and for the community of people and relationships, in addition to recognition, it is essential to consolidate innovation.
「新社群」的故事一般有以下几种：
The story of the "new community" usually consists of the following:
1）起源故事——初心驱动
1) Original story -- original heart drive
从定义来说，起源故事解释了事情是如何开始和为什么开始。
从理论上说，社群的起源故事都是真实的，但是所谓真实是可以筛选。
关于创始人起源故事的小技巧——
故事的主角是消费者、顾客、用户和成员， 而不是自己（创始人/品牌/社群），成员们不是寻找英雄，而是寻找一位引导者。因此，在起源的故事中，创始人角色应该《星球大战》里的绝地大师，《007》里的Q，《奇异博士》里的古一法师。
The story of Strong is about consumers, customers, users and members, rather than themselves (founder/brand/community), who look not for heroes, but for a guide. So, in the story of origin, the founder should be a Jedi master in Star Wars, Q in 007, an ancient wizard in Dr. Wonder.
2）传递价值观故事——普及和承继
2) Communication of Values Story - Universalization and Succession
除了起源故事，「新社群」中必须有关于价值观如何表达和如何影响现实生活的故事。
In addition to the story of origin, the "new community" must have stories about how values are expressed and how they affect real life.
这些故事对于「新社群」价值观的文字和口号式介绍，比其他因素加起来还有效得多。
These stories are much more effective for the words and slogans of the values of the “new community” than for other factors taken together.
3）分享个人成长/变化的故事——温度联结
3) Sharing stories of personal growth/change - Temperature connection
社群成员想要聆听创始人和领袖们的故事，他们更想知道彼此的故事。
The members of the community want to hear the stories of the founders and leaders, and they want to know each other's stories more.
当社群不断讲述如何帮助成员成长，当成员自己讲述自己如何发生改变，此时，外部的人员就会更容易加入。小红书就是一个依靠KOC/KOL用户讲故事而成长起来的空间，也是当下各个品牌社群活跃的故事阵地。
When communities talk about how to help their members grow, and when members tell themselves how to change, it is easier for outsiders to join. The Little Red Book is a space that builds on the stories of KOC/KOL users, as well as an active narrative of the current branding community.
4）分享失败的故事——强化信任
4) Sharing stories of failure - Strengthening trust
强大的社群会展示领导者、成员甚至整个社群脆弱一面的故事，包括失败、恐惧、彷徨、迷茫，这样反而有着非凡的意义，结成更坚固纽带。
Strong communities display stories of the vulnerability of leaders, members and even entire communities, including failure, fear, confusion and confusion, which have an extraordinary meaning and stronger bonds.
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「坦诚」和「责任」是任何新社群都需要的价值观，有助于与成员建立持久的信赖关系。
"Friendly" and "responsibility" are values that any new community needs to build a lasting relationship of trust with its members.
“没有故事的地方，就没有全身心的投入”。——《社群运营的艺术》
"Where there is no story, there is no whole-hearted input." - The Art of Community Operating.
在商业社会，身在一个有布道者领导的组织或团队是一件庆幸的事情：乔布斯、马斯克、纳德拉、稻盛和夫、任正非、张一鸣和当下那些共益理念的各类DTC公司。
In the business community, it is fortunate to be in an organization or a team led by preachers: Jobus, Mask, Nadra, Rice Shing, Renfeng, Zhang Yim and various DTC companies that share the same ideas now.
「布道者」的首要特征——有信仰，并致力于分享信仰和实践崇高事业的人。
The primary feature of the sermon - - is the person who believes and works to share faith and practice in a noble cause.
「布道者」法则，则根据对社群的热爱程度，将成员分为：布道者、传教士和信徒。
The sermons rule divides members into: sermons, missionaries and believers, depending on the level of love for the community.
1）「布道者」——嵌入梦想，践行创新的执剑人
1) "Sermons" -- embedded in dreams, new swordsman >.
「 布道者」不但为组织/社群创建梦想与理念，更重要的是，还将其嵌入社群中，让所有人认知、认可，接受，最终形成共同的信仰。
"Serbs" not only create dreams and ideas for organizations/communities, but, more importantly, embed them in the community, so that all people can recognize, recognize, accept and eventually form a common faith.
乐高社群： 「乐高专业认证大师」——传递乐高创造力蔚来社群： 李斌和他的伙伴 ——“为用户创造愉悦的生活方式”阿那亚社群： 马寅和他的朋友们——“人生可以更美”
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「传教士」的角色可以有很多，你的高管，门店营业员，你找来的意见领袖，你的合作伙伴……。
The role of missionary can be many, your executives, the doorman, your opinion leader, your partner...
其前提是：共同兴趣，认可理念，同一所爱，热爱社群，并且愿意借助自己的影响力，将社群理念传递给自己周围的人群。
The premise is: common interest, recognition of ideas, the same love, love of the community, and willingness to use their influence to pass on their ideas to the people around them.
lululemon的传教士——「门店教育家」和「品牌大使」；
乐高的传教士——「乐高大使」；
樊登读书会的传教士——「舵主」。
3）「信徒」——强关系，迷钻研，乐参与，爱分享的“自我朝圣者”
3) > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > >.
「信徒」（Believer）：相信社群和品牌的理念，在某一方面比较专注， 他们是与社群保持持续对话和积极参加各类活动 的人群。
Belieever: Believes in the idea of community and brand,
这些「信徒」是「新社群」连接节点，奠定了社群成长的基调，对信徒的选择，关注，支持，决定了「新社群」的活跃度、凝聚力和价值走向。
These "religion" are the connecting nodes of the "new community" and set the tone for the growth of the community, as well as the choice, attention, support and movement of the "new community" in terms of activity, cohesion and values.
一个成熟、强大的社群，最终要看有多少真心愿意与你共进退的「信徒」：小米的“100个梦想的赞助商”，蔚来的“志愿者”，还是乐高的“超级玩家”等。
A mature and powerful community will ultimately depend on the number of ‘belongers’ who really want to be with you: ‘100 dream sponsors’ of Mi’s, ‘volunteers’ or ‘superplayers’ of Lego.
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除了拥有共同的信仰，「信徒」还有令人羡慕的隐藏技能：
In addition to having a common faith, the ‘believers’ also have enviable hidden skills:
「信徒」是最优质的“首席体验官”。
「信徒」即“挑刺者”和“创造者”。
「信徒」一般都是“首席参与者”无信徒，不成局。
「信徒」是最好的“首席内容和传播官”
「以用户连接用户，让用户感动用户」，这是一个握有大量「信徒」的新社群最大幸福。
, which connects users and moves them, is the greatest happiness for a new community with a large number of believers.
「布道者」法则，就是找到你的这三类人群，培养他，扶植他，拥有他，驱动他，进化他。
The "Sermons" rule is to find the three groups of you, raise him, nurture him, own him, drive him, evolve him.
仪式感就是使某一天与其他日子不同，使某一个时刻与其他时刻不同。——《小王子》
The sense of ritual is to make one day different from the others, and to make one moment different from the others — Little Prince.
所谓「仪式」，是指任何一项标志着某个时段或某个事件的特殊性或重要性的活动。
The term “ceremonial” refers to any activity that marks the special nature or importance of a given period of time or event.
仪式中的行为带有深刻的意义，它将当下与过去发生的事物以及我们对未来的希望联系在一起。
The behaviour of the ritual is profound, and it links the present with what happened in the past and our hopes for the future.
「仪式」，是新社群将意义带入每一个用户生活的有效工具。
1）成长的仪式——加入、进阶和入圈
1) Growing rituals - Joining, entering and entering
对于大部分社群来说，至少需要三个仪式：「加入仪式」、「进阶仪式」和 「入圈仪式」。
For most communities, at least three rituals are required: "participation ceremonies", "step rituals" and "circumstances".
「加入仪式」 ， 新人需要知道他们正式加入社群的起点在哪里；「进阶仪式」， 帮助我们进行重大转变时产生自豪感、荣誉感，成就感；「入圈仪式」， 当你加入社群的内圈/核心圈时，仪式自然又不一样。
2）连接的仪式——周活、月活和年活和惊喜
2) Connected ceremony - Weekly, Moon and Annual and Surprise
对任何人来说，和他人一起经历快乐与痛苦，一起实现目标时，人们会感觉彼此的关系更进一步。这种状态被心理学称为「积极的决定性时刻」或「峰值时刻」 ，可以让情感变得更为牢固。
For anyone, when they experience happiness and pain with others, and when they achieve their goals, people feel more each other's relationship. This state of affairs, which is referred to by psychology as > `positive and decisive moments' or >, can strengthen feelings.
因此，积极的「新社群」，理应刻意去组织，引导，创造，创新各类这样的「连接仪式」：这包括「年活」、「季活」、「月活」、「周活」和刻意的「惊喜」。
Therefore, a positive “new community” is supposed to organize, direct, create, and innovate various kinds of “connection rituals” such as the Year's Lives, the Seasons, the Moons, the Weeks, and the strong's intended surprises.
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3）仪式要成长
3 >
需要注意的是，数字生活加速前行，随着时间的推移，社群也会成长，这就要求仪式需要根据成员进行变化，或者说动态的成长。
It is important to note that digital life accelerates and, over time, communities grow, which requires rituals to change according to their members, or to grow dynamically.
仪式对于社群的意义，远比我们从表面上认识到得更深远，更深刻。
The rituals are far more profound and profound for the community than we have seen on the surface.
「神殿」，是一群拥有共同价值观的人们举行社群活动或仪式的地方，并能够在这里找到某种精神归属或安放心灵。
The Temple is a place where a group of people who share common values conduct community events or rituals and can find some spiritual belonging or place their hearts and minds there.
1）「神殿」法则三大要素：实体空间+仪式+人
1) Three elements of the Temple Law: physical space + ritual + man
（1）实体空间是「新社群」神殿的存在方式，对新社群更是意义非凡
(1) Physical space is the way the temple of the New Community exists and is of great significance to the new community
对新人群，这是一种「精神地标」 。
实体「神殿」能将品牌和社群气质固定为一种「可感知」的存在 。
物理空间的活动和仪式，相信只有身处其中，才能真正体验到那种无比强大的“场域” 。
实体「神殿」为品牌、社群和成员之间提供的交流互动场所和场景。
（2）“有仪式”或“有意义”的场所才算「神殿」
(2) Places where there is a ritual or meaning are called temples
不是任何实体空间都可以被称为「神殿」，成员聚集并举行仪式，或者被赋予意义的空间，才可以被称为「神殿」。
Not any physical space can be called a temple, where members gather and perform rituals, or where meaning is given.
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（3）有意义的人参与，空间会变得更加神圣。
(3) meaningful human participation and space becomes more sacred.
对仪式有重要意义的人，也是「神殿」必不可少的，他们的到来，会让空间变得更加神圣。
Those who are important to the rituals are also essential to the temple, and their arrival will make space more sacred.
2）「神殿」的四种新形态
2) The four new forms of the temple
（1）打造一个独一无二的「 圣地神殿」
(1) to build a unique Holy Place > >
每一位信徒都有一个一生要去的地方。「圣地神殿」不一定是恢宏的空间，但必须有一个固定场所，拥有独有故事和意义 就是「圣地神殿」。
Every believer has a place to go for a lifetime. The Temple of the Holy Land is not necessarily a place to restore greatness, but there must be a fixed place where the unique story and meaning of the strong is the Temple of the Holy Land.
（2）让分支「神殿」“在地化”
(2) let the branch, the temple, be "localized"
分支社群需要一些差异化的场地/场景作为分支神殿，我们称其为分支「神殿」“在地化” 。
The sub-communities need differentiated sites/scenes as sub-chambers, which we call the branch .
场景和体验的“在地化”；
内容和效率的“在地化”；
“在地化”和优秀的区域“传教士”息息相关。
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3）临时「神殿」——重新定义快闪店
3) Temporary temples - redefinition of flash shops
你可以将任何空间临时选择，并赋予神圣的意义，这就是临时「神殿」。
You can give any space a temporary choice and a sacred meaning, and that is the temporary temple.
推而理之，假如快闪店或快闪活动被赋予某种意义/价值，它也会是一个「神殿」，而不仅是一个网红打卡点，传播的噱头和分享的标签。
By extension, if flash shops or flash events were given some meaning/value, it would also be a temple, not just a red point, a propagating head and a shared label.
4）线上+时间，也可以成为「神殿」
4 + time on line can also be a temple
成员们知道在某个时间举行对他们而言有意义的重大仪式，任何场景都可以被称为「神殿」。
Members know that any scene can be called a temple at a time when major rituals of interest to them are taking place.
因此，微信群不是神殿，直播间不是神殿，但是在某个时间，能参与同样的仪式，就可以成为「神殿」。
Therefore, the microscopic community is not a temple, and the live room is not a temple, but at some point it can become a temple by participating in the same ritual.
5）元宇宙的「神殿」
5) The Temple of the Won Universe
可以想象的明天，数字生活方式下，元宇宙时代，VI技术加持，虚拟「神殿」的活力将被加速释放——社群可以创造出任何能想象的神殿，无论是深海，沙漠，火星，还是在历史和未来。
As you can imagine, tomorrow, under the digital way of life, the era of the Woncosmos, the advent of VI technology, the vibrancy of virtual temples will be accelerated — communities can create any temple that can imagine, be it the deep sea, the desert, Mars, or history and the future.
你需要的就是重新理解了「神殿」对「新社群」和新世代的意义——“精神地标、体验场和根据地”。
All you need is a new understanding of the meaning of the temple to the new community and to the new generation -- the spiritual landmark, the experience field and the base.
品牌猿引入「曼陀罗圈」 的概念。
The branded apes introduced the concept of "Mandaro Circle" .
真正的内圈（玩法）一般不是等级分层，而是像曼陀罗一样，每一部分都是中心，每一个部分都彼此相连。
The real inner circle (playing method) is not generally hierarchical, but, like Mandrau, every part is central and every part is connected to each other.
“中心”是曼陀罗的正中点，“要比曼陀罗之外的所有的空间都要大”。
The Centre is Mandrat's right midway point, “greater than all the spaces outside Mandraro”.
——《社群运营的艺术》
- The Art of Community Operating.
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「共建共创」法则，就是画出四个相互关联，又层层递进的“圈”，形成「曼陀罗圈」式的生态，以此对应品牌和新社群的四大商业需求：
The "Community Creation" law is to draw four interrelated and progressive “circles” that form the “Mandoro Circle”-style ecology in response to the four major business needs of brands and new communities:
「活跃圈」——「共生内容」： 加速成员融入社群的有效方法；「参与圈」——「共创产品」： 产品演进的新势能；「内圈」——「共建社群」： 新社群自生长自发展的驱动力；「执事圈」——「共进未来」： 共管社群共享未来。
1）「活跃圈」——「共生内容」：“哪怕只是一个赞”
1) Active circle - "Symbiotic content": "even if it's just a compliment"
「共建共创」，首要就是激发「活跃圈」，源源不断的共生内容 。
"Community-building" is first and foremost an inspiration for "active circles" with a constant symbiotic content of .
（1）「共生内容」，是一个战略问题，是新社群的“死生”大事
(1) "Symbiotic content" is a strategic issue and a “life-and-life” event for the new community
首先，要将「共生内容」提高到战略高度。社群的运营者需要清晰地认知到，社群的内容能力正成为社群的核心能力，内容本身就是社群的需求，是社群存在的价值。
其次，需要了解当下青年对「共生内容」的新期望。不仅是新审美新文化，不止于温暖和归属，而是如何与志同道合者探索更广阔的生活，扩展对真实世界的感知与理解力 ，并获取新力量。
最后，创造机制比创造内容更重要。
（2）「共生内容」战术关键，在于能否创造简单有趣的表达方式
(2) The key to "symbiotic content" tactics is whether to create simple and interesting expressions
第一，要能搞事情——持续创造新话题拿出小惊喜；
第二，要会造触点——好玩的新鲜表达戳中小个性；
第三，一定要有正反馈。
（3）激发活跃，「共生内容」需要正反馈——哪怕只是一个赞
"Symbiotic content" needs positive feedback -- even if it's just a compliment
点赞即认同；
分享即获取；
回复即尊重；
成长即融入。
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4）「活跃圈」是内圈核心 成员的推选，从「关系连接者」到「关系连接者」
4) The Active Circle is the selection of , from "relationship connector" to "relationship connector"
「活跃圈」不仅要共生内容，还承担了寻找挖掘品牌和社群“对眼”的那些人，找到可能深度联盟的那几个人，去培养他们，种植他们，使他们长成真正的品牌和社群资产。
The “active circle” has not only symbiotic content, but has also taken on the role of those who seek to excavate brands and social “eyes”, to find the people who may be in a deep alliance, to train them, to grow them, and to make them real brands and community assets.
对大部分新消费品牌和新社群而言，「活跃圈」是一个社群和品牌的日常。
For most of the new consumer brands and communities, the "active circle" is the daily life of the community and brand.
2）「参与圈」——「共创产品」：释放产品创新的“洪荒之力”
2) "Participation circle" - "Community product": Unleashing the power of product innovation
「活跃圈」只是起步圈，让成员参与到共创产品，才是优秀社群所在。
The "active circle" is only a starting circle, where members are involved in co-creating products, and where the best communities are.
有一种说法是，想要构建一个以用户为中心的组织，第一步就是要跟用户共创产品，甚至更激进的提法是，构建社群的目的，就是为了让社群驱动你的产品演化。
It is argued that the first step in building a user-centred organization is to create products with users, and even more radically, that the purpose of creating a community is to allow the community to drive your product evolution.
（1）三个案例让你理解参与圈参与「共创产品」，如何帮助产品演进
(1) Three cases give you an understanding of how participating circles can help the product evolve
案例1：乐高——「共创产品」的顶级玩家；
案例2：Seed Beauty——「行动和实时参与是一切事情的核心准则」；
案例3：大力智能学习灯——「团队走出去，把用户请进来，和用户交朋友」。
（2）参与圈共创产品的三个新赋能
(2) Three new enabling capacities for co-inventive products in the world
「共创产品」本质上是一种“用户思维”的产品创新方法，可以学习和复制，它能够帮助打破了传统工程师的桎梏，形成品牌新的创新原力。而且还有三个意想不到的收获：
The co-inventive product is essentially a product innovation for “user thinking” that can be learned and replicated, and that can help break the shackles of traditional engineers and create brand-new innovative Force. There are also three unexpected gains:
「共创产品」让你的产品拥有无限可能的认知势能；
「共创产品」让你的产品实现无与伦比的迭代动能；
「共创产品」会为成员生出无可比拟的愉悦能。
（3）最后，玩好「参与圈」，需要有三个新认知
(3) Finally, play "Participation Circle" requires three new insights
认知1——不是任何人都适合待在「参与圈」，参与圈只能是那些拥有创造力，能互相激发想象力，有“造物”情结的成员， 否则就是一个吐槽圈或者是意见圈；
认知2——「参与圈」共创产品不是多渠道收集用户的反馈，也不是以需求为导向的圈层营销，而是实实在在的让用户参与其中。成员参与其中的每一步，每一次，每一份：思想，创意，点子，过程，研发，推广，故事，都是无法估量的财富；
认知3——和「共生内容」一样，需要有平台有机制有激励。
依托用户构建「参与圈」，吸引一部分“有能力”的成员参与进来，体验产品，玩产品，创产品，造产品 ，形成依靠用户驱动产品进化的动能，这种对“洪荒之力”的掌握，是商业创新的新机会，也将是未来新商业生态的一部分。
Building on user-driven to engage a group of “capable” members, experience products, play products, create products, create products
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3）「内圈」——「共建社群」：新社群生生不息，自生自长的驱动力
3) "Inner Circle" - "Community-building communities": a new community that thrives on its own power
（1）有「主人意识」的内圈，才算是共建社群的开始
(1) is the beginning of a community with a sense of ownership.
由品牌方和社群创建人组织各类活动，不是共建社群，那叫社群营销；只有社群成员真心的主动传递价值，自发的组织活动，互相影响成员，这才叫「共建社群」。
Various activities organized by branders and community creators are not co-constructing, which is called community marketing; is called a “communist community” only if members of the community are genuinely willing to transmit their values, organize their activities spontaneously and influence each other.
新成员考虑的是他们能从这个社群中收获什么，成长什么，而身处中心的「主人」们，却牵挂着曼陀罗圈中的每一人，如何帮助他们融入，成长，共赴美好。
The new members consider what they can gain from this community, what they can grow, and the "owners" who are in the center are concerned with each and every one of them in the Mandarin circle, how to help them integrate, grow and grow.
（2）曼陀罗式的「内圈」——人人都是「中心」，为创造一个生生不息的世界而努力
(2) Mandraean inner circle -- everyone's the center, working to create a world of life
社群的内圈大部分是集结了「活跃圈」和「参与圈」的优秀成员。
Most of the community's inner circle is composed of excellent members of the "active" and "participated" circles.
他们每一个人都是一方世界的「中心」 ：有了他们，生态“世界”才能繁花似锦；有了他们，这个社群/社交平台的核心骨架才能真正完成。
Each of them is the “centre” of one side of the world: with them, the ecological “world” can flourish; with them, the core of the community/social platform can be truly completed.
他们——这些「中心」， 借品牌/平台/社群实现自己的梦想，打造自己的“应许之地”，在这里播撒自己的梦想种子。
They -- these "centres", where
realizes their dreams with brands/platforms/communities and builds their own “ploughs of promise” where they sow their own seeds of dreams.
因此，所谓创建内圈，就是构建一个人人都可以成为“次世界中心”的机制、平台或生态。
, therefore, is the creation of a mechanism, platform or ecology where everyone can become a “subworld centre”.
（3）「内圈」三大功能：成长、成长和成长
(3) Three functions of the inner circle: Grow, Grow and Grow
①帮助他人「成长」
1 helps others to grow
以自己对兴趣爱好的探索及表达，吸引和结识同好；
陪伴引导帮助新成员融入社群，从了解规则到独自前行；
引导成熟的消费观，避免信息不对称的损失，俗称避坑。
②帮助社群「成长」
2 helps communities to grow
他们既集结同好壮大社群 ，也会通过社群社交维持关联，更是新商业的策源地，这是一个从边缘到主流，从小众到大众的过程；
他们既会帮助品牌和社群生存和创造新商业价值，也会帮助社群在商业利益前保留初心和热爱；
最后，「内圈」还会以热爱之名，构筑一个对抗外部负面舆论的防火墙。
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③实现自我的「成长」
3 to grow
曾经以为，应该是先有自己的成长，才能帮助他人成长。但真实是——帮助他人成长和社群成长，就是「自我成长」。
It used to be that you should grow up to help others grow. But the real thing is -- helping others grow and communities grow, it's .
或者说逐步向内圈前行的过程就是自我的成长。
Or the process of moving towards the inner circle is self-development.
所谓以内圈「共建社群」，就是成长，成长和再成长。
（4）关于「内圈」共建社群的三个新认知
(4) Three new perceptions of the inner circle community
认知1——「内圈」是品牌和社群的分形；
认知2——「内圈」是伙伴，不止授权更是激发；
认知3——进入「内圈」路径要清晰明了。
《社群运营艺术》将进入内圈路径分为五个层次：来访者→新手→成员→资深→成员→主人。
The Community Operating Arts divides the path into the inner circle into five levels: visitors, newcomers, senior members, masters.
品牌猿演绎后，以「关心」做连结，拿「关爱」画圈圈， 每踏入下一个圈圈，成员们都可以获得一些有利于自己成熟或成长的东西，进行形成新的「内圈」路径 。
As a result of the branded apes, /strong.
来访者： 或许不关心任何人，只是来寻找新奇或有趣的体验；新人： 只关心自己，希望取得个人成就和认证；成员： 关心自己的同伴，为团队寻求成就和尊重；资深成员： 关爱社群中身处各级的所有成员，希望整个社群赢得成就和尊重；主人： 关爱整个世界，努力帮助全世界的人融入社群之中，并为创造一个生机勃勃的世界而努力；执事： 富有责任而有远见，已经与社群融为一体，甚至献身社群。
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也就是说，高级别的内圈设计者，必须给成员提供一个教育他人或是服务他人的机会 ，不仅传授技能，还要传授能够帮助成员在心智上得成熟价值观和理念。
In other words, high-level insiders must provide members with an opportunity to educate or serve others , not only to impart skills, but also to impart values and ideas that can help members to achieve intellectual maturity.
4）「 执事圈」——共管社群「共进未来」：1个核心5大权责6个技巧
4) "Death Circle" - Community of Commons "Towards a Future": 1 core 5-Power 6 skills
一个「新社群」会由许多不同的曼陀罗式的「内圈」构成，内圈的关键人员会自然成为更核心的圈层，就如《星球大战》的绝地最高委员会。
A "new community" would be made up of many different Mandarin-style inner circles, where key players would naturally become more central, as in the case of the Supreme Council of the Jedi of Star Wars.
所谓「 执事」，是指社群中比其他成员权力更多，同时思考更多，责任更多的人。
（1）「执事圈」核心任务——发起、修改和守护社群价值观
(1) Core mission of the Deacon - Launching, modifying and defending community values
“首席执行官即CEO中的“C”，我希望它代表的是文化，首席执行官可以说一家组织的文化监护人”。——微软CEO纳德拉《刷新》
“C in CEO or CEO, I hope it represents culture, which the CEO can say is the cultural guardian of an organization.” — Microsoft CEO Nadera, Renovation.
对新社群来说，「执事圈」是一个类似CEO文化的监护人的角色，不同在于它是一个圈。
For the new community, the Deacon is a role of guardian similar to the CEO culture, unlike it is a circle.
创建发起价值观、理念和基本准则；
进化和修改价值观与行为准则；
传授和守护价值观与行为准则。
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（2）「 执事圈」的权力和责任还应涉及五个方面
(2) The powers and responsibilities of the Deacon shall also cover five areas
引领社群生存和发展的问题；
以公认公平的方式做决策；
探索运营的方式——激活而非管理；
打开、守护和保护界线（明文的规则和默认的规范）；
主持仪式。
（3）「 执事圈」管理社群的的六个小技巧
(3) Six little techniques of the Deacon to manage the community
缺少执事圈，各种问题接踵而至。
lacks a circle of deacon, and questions follow.
你无法把乔布斯和一个愤青或喷子的贡献区分开；
缺少一个有力的管理机构将个别影响整体团结的人员剔除；
来访者就无从了解社群所代表的东西（或者到底有没有代表的东西），他们也分不清是愤青还是社群的道德脊梁在说话。
根据埃莉诺·奥斯特罗姆（诺贝尔奖的经济学家）在《公共事物的治理之道》关于社群的八大原则整理出五个小技巧。
On the basis of Eleanor Oström's eight principles of "Governance in Public Life" (the Nobel Prize economist), five small techniques have been developed.
并非所有的理念都有同等价值。
重视新会员等于侮辱老会员。
要让新成员知道执事圈成员。
惩处和解决冲突的机制，价廉容易而且要快速。
最后，要让成员清楚地知道如何加入执事圈。
因为「 执事圈」，更多的志同道合者以多种形式参与，前行路上不再孤单；社群和品牌不再是二元对立和割裂，这是日渐壮大社群的根本所在。
Because of the Deacon, more like-minded people are involved in many forms, and the way forward is no longer lonely; communities and brands are no longer bipolar rivalries and fragmentations, which are fundamental to the growing community.
一个人除了家庭角色，社会角色，还会有另一个角色， 「以新的方式参与集体并做出贡献 」。在这个时代，开放者赢，控制者输。
In addition to the role of the family, the role of society has another role, "The strong" is a new way to participate in the group and contribute to the
这就是品牌猿新社群第8法则——「共建共创」法则，画出四个相互关联，又层层递进的「曼陀罗圈」——层层递进的帮助成员学到更多东西，拥有更多智慧，接触更大的权力，成就更好的自我 。
This is the 8th rule of the brand new community of apes — the "combining" rule, which draws four interlocking and progressive `strange' `Mandoro Circles' — which helps members to learn more, to gain more wisdom, to reach out to greater power and to achieve better self .
「行动」意味着自由意义上的积极生活——《人的境况》汉娜·阿伦特
"Action" means a free and active life -- the human condition, Hannah Arendt.
如何帮助社群成员「自我实现」？——这就是「行动」。
How to help community members "self-fulfill"? -- that's action.
1）从「我」到「我们」的行动
From "me" to "us"
站在2022年，需要认知升级——从「我」到「我们」。
Standing in 2022, there's a need for cognitive upgrading -- from "me" to "us".
首先，「我们」意味着自信活力，共同热爱。
其次，「我们」意味着平权平等，无分主客。
其三，「我们」还意味着开放的心态。
2）去做「有意义的事」
2) Do something meaningful
对于平凡的普通人来说，并非每一个人都可以拥有「崇高的事业」。「新社群」来了，它承担了新使命——引导「我们」一起进行某个「崇高的事业」。
Not everyone can have a "high cause" for ordinary people. The "new community" has come, and it has taken on a new mission: leads us to a "high cause" together.
「有意义的事」包括：
"Very interesting things" include:
自己成长和帮助他人成长
有价值的小事：低门槛高实现度对社会有点价值的“小事”；渺小却是微光对他人有点价值的“小事”。
崇高的事业。所有“小事”，都可以汇聚于某个崇高的事业中，是方向，是指引，是品牌和社群的价值观的行动延展。
当“团长”累吗？确实累，但我必须站出来。有时我们上门送物资，一些老年居民会给我们弯腰90度鞠躬，我们百感交集——受不起，但真的特别感动。——上海团长某志愿者
Are you tired of being "head"? I'm tired, but I have to come out. Sometimes we bring supplies, some senior residents bow to us at 90 degrees, and we're all together -- we can't afford it, but we're particularly touched.
3）有意义的事情，是「行动」不是“活动”
3) Meaningful things are "action" not "activity"
持续，坚持做某件事，甚至将其变为一种生活方式。比如蚂蚁森林，累计种下了3.26亿棵树。
行动加持「一件事」，而不是多件事。
有趣，丰满，立体的「行动」，而不是单一的重复。「行动」需要与时代相鸣。
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如果说新社群的价值，是成长；那么一起「行动」，做点有意义的小事，就是在商业、生活和意义之间搭建了一个桥梁，他可以拯救、复活每个人内心长存的某件事。
If the value of the new community is growth, then "acting" together, doing something meaningful and small, is to build a bridge between business, life and meaning, and he can save and revive something that everyone has in his heart.
所以，「行动」对于新社群意义重大，意味着透明和知情下做一件事比说一件事重要，意味着新的归属感争夺从抢占心智到身心成长，更意味着新社群的逻辑和模式不断升级重塑，这是新社群不可逆转的趋势，也是新社群可能在未来，独一无二的存在方式。
Thus, “action” is of great importance to the new community, meaning that one thing is more important than one to be transparent and informed, and that it means that the new sense of belonging competes from the taking of mind to the physical and mental growth, and that the logic and paradigm of the new community is constantly escalating, which is an irreversible trend for the new community and the unique way in which it may exist in the future.
到这里，我们已经重构了「新社群」土壤和定义；还创建了一个「新」商业模型——「阶梯模型」 ；完善了「新社群」打造方法论——「四大基柱和九大法则」。
By this time, we have redefined the "new community" soil and definition; created a "new" business model - ; refined the "new community" methodology — "four pillars and nine laws".
说明一下，方法论很重要，但是更为重要的是「认知」 。
Explain that methodology is important, but more important is "know" .
「认知是因，创新是果」， 没有对「新社群」的新认知，任何法则的使用仅是锦上添花，甚至可能是忙中添乱，更不说运营和激活「新社群」。
"Cognitiveness is the result of innovation", has no new knowledge of the "new community" and any law is used only to add flowers, or even to create confusion, let alone to operate and activate the "new community".
另外，不是所有的法则适合自己，因地制宜，因人制宜，因业制宜，甚至只取一“瓢”，做到极致，也许就能探索出一条应许之路。
Moreover, not all the laws are suitable for themselves, depending on the local context, on the individuality, on the basis of the individuality, on the one hand, and even on the other, on the other hand, on the other hand, on the other hand, on the one hand, and on the other, on the other hand, on the other hand, on the other hand, on the other hand, on the other hand, on the other hand, on the other hand, it may be possible to explore a promising path.
世界最大社群是什么？——部落、宗教、国家、民族？
What is the world's largest community? — tribes, religions, nations, nations?
如果说是「文明是人类共同的想象，品牌是集体的共同认知《人类简史》」 ，那么新社群就是「一部分共同想象和志趣相投的人联合体」 。
If it is that "civilisation is the common imagination of humankind and brand is the collective understanding of "The Brief History of Man" , then the new community is part of the conglomerate of people who share a common imagination and aspirations.
想象有多大，未来就有多大。
Imagine how big the future is.
在《小兴趣商业》中，吴伯凡老师在提出了「分子经济」 和「从眼球经济到眼神经济」 的创新理论。
In Small Interest Business, Mr. Wu was introducing innovative theories such as "the molecular economy" and "from the eye economy to the eye economy" .
商家过去采取的是在分母中淘金的方式，只有极少数人会成为你的最终客户，而分子经济是狙击分子，更加精准。
Businesses used to be gold-grabbing among their denominators, with very few becoming your final customer and the molecular economy being snipers and more precise.
以这个视角来理解「 新社群」 ——新商业正从分母式大流量模式转向分子式内圈经济的精准连接模式——细致，隐秘，高效，动态，热爱，还有意义。
From this perspective, the new community of — the new business is moving from a matrix of large flows to a precise connection model of the molecular inner-circle economy — elaborate, secret, efficient, dynamic, loving and meaningful.
「新社群」是新商业的DNA，是兴趣圈的动力机制，其本质是同义反复的生态！——《小兴趣商业》
The New Community is the DNA of the new business, the driving mechanism of the circle of interest, the essence of which is synonyms of ecology!
这种转向中，微小入局，一旦立足，饱和供给，自然造血，自由生长，可持续，也许就能在不确定的未来新商业中拔足狂奔。
In this shift, micro-entry, once established, saturated supplies, natural blood-building, free growth and sustainability, may be able to rivet into new and uncertain future businesses.
另一方面，这次疫情还将持续，这样动荡之中，个体会进一步感受自身的弱小和渺小，境遇的风雨飘渺以及焦虑的不断加深，品牌和新社群从“关爱”和“成长”入手，可能是另一个机遇。
On the other hand, the epidemic will continue, so that individuals will feel even more of their weakness and smallness, their precariousness and growing anxiety, and brand names and new communities can be another opportunity to start with caring and growing.
借一句话，「新社群」——在新商业与新生活之间。
borrows a phrase, "New Communities" -- between new business and new life.
有一句哲学思考：「为了无限游戏持续下去，需要让尽可能多的人参与游戏。——《有限与无限游戏》」
There's a philosophical thought: "in order for the infinite game to continue, it is necessary to involve as many people as possible in the game. >
另一句更容易理解：「任何商业行为的唯一目的都是创造客户。——彼得·特鲁克《管理实践》」
The other sentence is easier to understand: "The only purpose of any business is to create a customer. > > Peter Truck, Management Practice
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德鲁克超越了那个时代，詹姆斯·卡斯跨越了这个时代。
Drook went beyond that time, and James Cas went beyond that time.
再回到《品牌翻转》封面的这句话：——「创造品牌的不再是公司，而是用户」。
And then back to the cover of Brand Turn: -- "The brand is no longer created by the company, but by the user."
当你认可这三句话，传统品牌的意义和价值即被推翻，品牌和商业组织变成了「如何为那些推动你成功的用户赋能」 ，那么「新社群」的价值和未来地位毋庸置疑：
The value and future status of the "new community" is beyond question when you accept these three words, when the meaning and value of traditional brands are removed, and when brands and business organizations become "how to empower those who drive you to succeed" :
新认知下，公司不是先推出产品创造品牌，而是以产品和社交媒体先创造社群；再借由社群用户创造品牌，最后，品牌维系公司的运作。那么，社群造界品牌。
新认知下，社群要帮助用户不断成长并向内圈迈进，从来访者→新手→成员→资深成员→主人，直至成为新社群的执事。那么，社群共建品牌。
新认知下，品牌/社群之所以强大，持久，甚至永恒，来自社群与气味相投的成员间的相互承诺和共进未来。那么，社群拥有品牌。
最后，拥有品牌的不再是公司，而是那些从品牌和社群中获得意义的用户。
At the end of the day, brand names are no longer companies, but users who gain meaning from brands and communities.
世上有且只有一种无限游戏——「新社群的游戏」。
There's only one infinite game in the world -- the game of a new community.
2021年5月，NFT项目 “淡定熊”Okay Bears交易额破亿。
In May 2021, the NFT project “Silent Bear” Okay Bears broke a billion-dollar deal.
“淡定熊” Okay Bear 是一个基于 Solana 区块链的 PFP NFT 藏品系列，由10,000只不同的熊组成，用户持有后可以有进入公园的独家权限，在那里持有者们可以一起建立一个理想中的社区。
Okay Bear is a PFP NFT collection series based on the Solana block chain, consisting of 10,000 different bears, with users having exclusive access to the park, where the holders can together build the desired community.
本质上 Okay Bears 还是一个「高质量猴子仿盘」。
Essentially, okay Bears is also a high-quality monkey imitation disk.
这些不重要，重要的是Okay Bears对项目的定义。
These are not important, and what is important is the definition of the project by Okay Bears.
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「在一个由赢家和输家、英雄和恶棍、艺术家和建设者组成的极端化世界中，中间地带早已荒芜人烟。但这片土地上有一个“公园”，在这里，你完全可以做一个平淡的人，放心地做任何事情」。——Okay Bears
"In an extreme world of winners and losers, heroes and villains, artists and builders, the middle zone is already desolate. But there is a park on this land where you can be a flat man and do whatever you want."
Okay Bear期望通过有意义的会员专享商品投放、户外活动、独家现场活动以及与独立企业和世界知名品牌的合作，创建了一个以社区为中心、全球公认的品牌，构建一个将超越互联网进入现实世界的良性社区。
OkayBear expects to create a community-centred, globally recognized brand, a virtuous community that will move beyond the Internet into the real world, through meaningful membership dedicated to commodity delivery, outdoor activities, exclusive field activities and collaboration with independent businesses and world-renowned brands.
NFT最核心的价值就是「透明化」、「非同质化」和「去中心化」，它的深入发展和万物皆融，对品牌和社群同样带来无限可能。
The core values of NFT are `transparency', `dissimilarization' and `decentralization', which are advanced and inclusive, with unlimited possibilities for brands and communities alike.
1）NFT与定制化参与杂交
1) NFT and customizing participation
绑定NFT机制，会以最透明公正的激励实现活跃圈的激活，各种独一无二的NFT纪念徽章，多种更透明、安全、高效和精准地嵌入有意义的行动，让每一位身在其中的玩家倍感重视和自傲。
The binding of the NFT mechanism will activate the dynamic circle with the most transparent and fair incentive, with unique NFT medals, many more transparent, safe, efficient and precise embedding of meaningful action, giving every player in it much greater attention and pride.
2）NFT为共创产品扩容
2) NFT extension for co-generation
充满想象的NFT共创形式，不但让社群成员更容易，更便捷的展现自我，主动参与；透明化的收益共享的机制让“品牌合伙人”不再是一句口号。
Illustrative forms of NFT co-creation make it easier not only for members of the community to express themselves more easily, but also to engage proactively; transparent revenue-sharing mechanisms make “brand partners” no longer a slogan.
3）NFT重新想象品牌社群
3) NFT Imagines the branding community
你会发现，品牌资产本身就具有独一无二的特性，围绕品牌资产打造的NFT将拥有更令人向往的稀缺性和独特性。布道者激发信徒，传教士吸引用户，品牌资产NFT化能够创造出无与伦比的体验。
You will find that brand assets are unique in themselves, and that NFTs built around brand assets will have much more aspirational scarcity and uniqueness. Proselyts inspire believers, missionaries attract users, and brand assets NFT is an unparalleled experience.
4）NFT催生了一种新的组织形式：DAO，即去中心化自治组织
4) NFT has given rise to a new form of organization: DAO, decentralised Autonomous Organization
DAO——由社区成员决定其章程、目标和任务的组织——他们围绕一个使命，一群人决定围绕一个目的和资源来协调具有约束力的价值观和权利——DAO的治理和运作用智能合约编写，在区块链上执行，这意味着每一笔交易都可以被所有人看到。
DAO — an organization whose statutes, objectives and tasks are determined by the members of the community — revolves around a mission in which a group of people decide to reconcile binding values and rights around a purpose and resources — the governance and operation of DAO is written in smart contracts and executed on the block chain, meaning that every transaction can be seen by all.
虽然DAO组织不是普遍适用，但在社群建设和成员赋能方面有许多价值。
Although DAO organizations are not universally applicable, there are many values in community building and membership empowerment.
这一切就如Okay Bears的宣言——「这是一种文化转变：由普通人建立的非凡品牌」。
"It's a cultural transformation: an extraordinary brand created by ordinary people."
总而言之，在各种想象中，无论是哪个方向，哪个未来，「新社群」都不可能，也不再是一种营销方式。
To sum up, in every imagination, no direction, no future, no “new community” is possible and no longer a form of marketing.
「新社群」理应是一个战略问题，是每一个品牌不可缺失的一部分，是品牌创新的动力之源，是我们战胜未来所有不确定未来的力量所在。
The “new community” is supposed to be a strategic issue, an integral part of every brand, a source of motivation for brand innovation and a force for us to overcome all uncertain futures in the future.
再重复一次，「不要问“细分市场有多大”，要问“你和谁一起战斗”」。
repeat, "Don't ask "How big is the market?" Ask, "Who are you fighting with".
作者：品牌猿
Author: Brand Apes
来源：品牌猿创（ID：brand-yuan）
Source: Brand Apes (ID:brand-youan)
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