《财经》记者 吴杨盈荟|文 宋玮|编辑
2018年是区块链应用的落地之年。此前社会笼罩在对区块链的热捧之中，区块链的技术成熟度曲线已经临近膨胀最高点。这意味着区块链技术来到了最关键的时刻——要么出现大规模普及的商业应用，进入成熟发展阶段；要么跌入泡沫破灭期，行业应用无法落地，技术热度迅速消退无人问津。
This means that block chain technology has reached its most critical point & mdash; & mdash; either large-scale commercial applications have emerged and are in mature stages of development; or they have fallen into bubble breakout periods, industrial applications have been unsettled, and technological heat has quickly subsided.
BAT、京东、网易等各大互联网公司都已在区块链中布局。它们集中于2015年底-2016年入局，彼时区块链正处于“技术膨胀期”。
BAT, Kyundong, and Internet-friendly major Internet companies are all deployed in the block chain. They are concentrated in late 2015-2016, when the time chain is in “ the technology boom & & rdquao;
经过2年-3年的技术研发积累，大公司们的区块链应用产品陆续结出成果，成为推动区块链从2.0时代进入3.0时代的重要力量。
After two to three years of technological research and development, the products of the block-chain applications of large companies have produced results that have been a major force in moving the block-chain from 2.0 to 3.0.
但区块链3.0时代将线上区块链与物理世界锚定，更大的挑战随之而来。区块链能处理的只是上链之后问题，而线下共识的达成、利益主体间的博弈并非应用区块链技术就能解决。
But the greater challenge of anchoring the upper-line blocks chain with the physical world in the 3.0-years of the block chain is that of dealing only with the problems that follow the upper chain, while below-line consensus is achieved and the game between stakeholders is not solved by the application of block chain technology.
“懂区块链技术，懂得使用区块链，能够用好区块链是三个完全不一样的阶段。”京东Y事业部区块链应用创新负责人张作义对《财经》记者表示。
& & ldquo; understand block chain technology, know how to use block chains, and being able to use a good block chain is three completely different stages.
互联网大公司在区块链时代还受困于“创新者的窘境”。身为互联网垄断模式的既得利益者，大公司只能利用区块链技术改革现有业务体系下的问题，因此它们往往选择为客户提供区块链技术服务的2b模式，在2c模式上更加谨慎小心。
Internet companies are also trapped in the & & & & & & & & & & & & & ; innovators in the block chain era. As vested interests in the Internet monopoly model, large companies can only use block chain technology to reform problems under existing business systems, so they often choose 2b to provide their customers with block chain technical services, with greater caution in 2c mode.
但区块链的另一重颠覆作用，恰恰在于打破现有的互联网垄断模式，重建区块链理念下的利益共识生态圈。
But another important destabilizing effect of the block chain is precisely to break the existing model of Internet monopoly and to re-establish a consensual circle of interests under the block chain concept.
将区块链视为改革，而非革命——这一观念很可能阻碍大公司们成为区块链时代最终的胜利者。
The notion of a block chain as a reform rather than a revolution & mdash; & mdash is likely to prevent large companies from becoming the ultimate winners of the block chain era.
开启新时代，还是跌入泡沫？
Start a new era, or fall into bubbles?
区块链2.0仍局限于数字虚拟商品，区块链3.0则将进入产业区块链时代
Block chain 2.0 remains limited to digital virtual commodities, while block chain 3.0 will enter the industrial block chain era
任何新技术的诞生和应用，都遵循一套从萌芽、膨胀到泡沫破灭、成熟发展的曲线变化。全球信息技术研究Gartner公司公布的“2017年全球新兴技术成熟度曲线”显示，区块链技术正处于接近期望膨胀期的顶峰。
The emergence and application of any new technology follows a set of curve changes from budding, expansion to bubble bursting, maturation. Global information technology studies & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & &, showing that block chain technologies are at the peak of near-expanding expectations.
2018年，是区块链技术落地商业应用的关键阶段。是开启新时代，还是跌入泡沫期，这一时期至关重要。
In 2018, it was a crucial stage in the commercial application of block chain technology. It was crucial to start a new era or fall into a bubble.
包括BAT、京东、网易在内的各大科技巨头们，已在区块链中布局数年。阿里巴巴组建了区块链技术委员会，如今区块链应用覆盖蚂蚁金服（金融科技）、天猫（电商）、菜鸟（物流）等多个业务领域，区块链申请技术专利总数2017年排名全球第一。腾讯推出TrustSQL区块链解决方案平台，已和政府、银行等合作方在供应链金融、票税、医疗、游戏等多领域试水区块链应用。百度推出区块链BaaS开放平台和“超级链”，以核心董事会成员身份加入Hyperledger超级账本计划。京东则将区块链应用于物流和商品溯源，推出区块链开放平台向第三方开放技术。网易也推出了“网易星球”区块链数据产品。
Major technology giants, including BAT, Kyundong, and Web-friendly, have been deployed in the chain of blocks for several years. Alibaba has formed a technical committee on block chains, which now covers a number of business areas, such as ant gold uniforms (financial technology), Skycats (electrics), rookies (logistics), and the total number of technology patents for block chains is ranked first in the world in 2017. The TrustSQL block-chain solution platform has been launched, with partners such as the Government, banks and others, to test water chain applications in multi-area areas such as supply chain finance, ticket taxes, medical care, games, etc. The 100-degree roll-out of block chains, the Baaas Open Platform and & & ldquao; the Superlink & rdquo; and, as a member of the core board, the Hyperdger Super-account scheme.
互联网巨头公司入局区块链的时间大多集中于2015年底-2016年初。这一时间点正好处于区块链技术的“技术膨胀期”。
Most of the time that Internet giants enter the block chain is in late 2015 - early 2016. This point is in the & ldquo of block chain technology; the technology booming period & & rdquo;
“蚂蚁金服从2015年开始布局区块链，觉得区块链未来是社会的基础技术。我们当时的目标是弄懂底层技术，进一步搭建底层平台系统。”蚂蚁金服区块链团队负责人张辉告诉《财经》记者。
& ldquo; ant gold obeys the block chain that started in 2015 and feels that the block chain is the basic technology of society in the future. Our goal was to understand the bottom technology and build the bottom platform system further. & rdquo; and Zhang Hui, the head of the ants gold chain team, told Financial Reporters.
蚂蚁金服的第一个区块链应用诞生于工程师自下而上的项目尝试。2016年蚂蚁金服内部黑客马拉松挑战赛中，一个区块链兴趣小组用48小时实现了区块链公益善款追踪应用的POC（概念验证）。这个概念项目很快拓展为蚂蚁金服的第一个区块链落地应用尝试——“听障儿童重获新声”公益善款追踪项目。蚂蚁金服与中华社会救助基金会合作，用区块链技术实现对每一笔善款的全程信息追踪，该项目也成为当时平台上流量最高的公益项目，最终为10名听障儿童筹到了19.8万元，将近5万人参加捐款。
The first block chain application for an ant gold suit was born in an engineer’s bottom-up project attempt. In 2016, a block chain interest group used 48 hours to achieve the POC (concept proof) of the block chain’s public interest tracking application. The concept project quickly expanded into the first block chain application attempt for an ant gold suit & mdash; & mdash; “ the reacquire of sound-impaired children & rdquao; the public good track project. The ants goldsuit, in collaboration with the China Social Assistance Foundation, used the block-chain technology to track the full course of each sum. The project also became the highest public benefit project in the platform at the time, with the result that $198,000 was raised for 10 hearing-impaired children and nearly 50,000 people participated in the donation.
2016年底之前，蚂蚁金服的区块链尝试仅以项目为核心，并未体现到组织架构中。2016年底区块链架构方由虚转实，蚂蚁金服区块链团队正式成立。
By the end of 2016, the block chain of the ant gold suit was attempted to be project-only and not reflected in the organizational structure. By the end of 2016, the block chain structure was turned into a virtual one, and the ants gold chain team was formally formed.
2017年2月，日本电气（NEC）前副总裁蒋国飞加入蚂蚁金服，担任蚂蚁金服副总裁并成立技术实验室。区块链团队也随之纳入到专注前沿技术研究的“蚂蚁金服技术实验室”的体系中。
In February 2017, the former Vice-President of Electricity (NEC) of Japan, Jiang Kuo, joined the ants in gold uniforms, served as Vice-President of ants in gold uniforms and set up a technical laboratory. The block chain team was also integrated into the system of &ldquao, which focuses on cutting-edge technological research; the ants in gold uniforms technical laboratory & rdquao; and
京东从2016年成立区块链实验室。京东Y事业部区块链应用创新负责人张作义是当时区块链团队的几名创始员工之一。2016年中他和几个研发人员找来四台计算机，尝试搭建第一条自己的区块链网络。很快区块链网络就跑出来了，每5分钟生成一个哈希值。张作义和同事们先是异常兴奋，然后面面相觑：“联盟链是做出来了，但是能干嘛呢？像区块链游戏一样弄个小猫小狗吗，能有什么实际的价值？”随后他们发现了真正的挑战所在——在联盟链上放10条数据生成特征值非常容易，但如果是10亿条呢？
Jingdong set up a block chain laboratory from 2016. Zhang Yi, who was the founder of the team at the time, was one of the pioneers of the block chain application in the Y sector. In 2016, he and a few research and development staff came up with four computers to try to build his first block chain network. Soon the block chain network came out, generating a Hashi value every five minutes. Zhang Yui and his colleagues were very excited first, and then looked at each other: “ the alliance chain was made, but what could it do? How could a puppies, like a block chain game, be of real value? & & rdquao; then they found the real challenge & mdash; & mmdash; it was very easy to put 10 data into the union chain to generate a characteristic value, but what if 1 billion?
京东将区块链应用于商品溯源领域，需要处理数量巨大的订单数据。在区块链应用早期，宝洁公司跟京东合作用区块链做洗发水的防伪溯源。宝洁公司对接了4000万瓶洗发水数据，张作义和团队用了整整26天才将所有数据都写入底层中。
In the early stages of the use of the block chain, Psychiatry worked with Jindong to use the block chain as a preposterous source of shampoo water. The Psychic company matched 40 million bottles of shampoo data, and Zhang and the team took 26 days to put all the data in the bottom.
“0－10亿条不是线性发展，是指数型加速。区块链底层系统的完善升级，大量苦活累活真的绕不开，我们能实现也是一年多时间一步步打造出来的。”张作义告诉《财经》记者。
& & ldquo; 0-1 billion are not linear developments, but exponential accelerations. A perfect upgrade of the bottom system of the block chain, a lot of hard work and a lot of work is really impossible to get around, and we can do it one step at a time more than a year. & rdquo; Zhang Yui told Financial Reporters.
互联网大公司从区块链2.0时代开始入局。随着2年-3年的技术积累，它们的区块链应用研究在2018年结出果实，推动了区块链3.0时代开启。
Large Internet companies have entered the market since the block chain of 2.0. With two to three years of technological accumulation, their block chain applied research produced fruit in 2018, driving the block chain to the beginning of the 3.0 era.
区块链1.0时代由第一代加密货币“比特币”诞生开启。从2009年到2016年，区块链作为比特币的底层技术开始逐步得到关注，进入技术萌芽期。
The period of block chain 1.0 began with the birth of the first generation of encrypted currency & ldquo; Bitcoin & rdquo. From 2009 to 2016, the block chain began to gain attention as the bottom technology of Bitcoin.
紧接着从2016年到2017年是以太坊“智能合约”为代表的区块链2.0时代，区块链技术在全球大热，进入期望膨胀期。但这一阶段区块链应用除了比特币和ICO发币得到较大规模普及之外，尚未出现其他真正被大众接受的应用。
Immediately thereafter, from 2016 to 2017, it was Taiwan & ldquo; Smart Contract & rdquo; and, in the 2.0 era of block chains, the technology of block chains was so hot that it entered the desired period of expansion. But there were no truly popular applications for block chains at this stage, except for bitcoins and ICO coins, which were widely distributed on a larger scale.
2018年被认为是进入区块链3.0时代的关键之年——区块链应用进入大爆发时期。社会各个行业领域都将寻找到自身与区块链结合的连接点，区块链应用迅速在众多行业中落地。金融、游戏、数字内容等行业是目前业界公认发展较快的区块链应用领域。随着区块链应用趋势的快速推进，物流、房产、电商等更“重”的领域也开始纷纷与区块链结合。
The year 2018 is considered a crucial year for entering the 3.0 era of the block chain. & mdash; — and block chain applications enter a period of outbreak.
目前支付宝爱心捐赠平台全面引入区块链技术，所有捐赠数据上链。截至2018年1月，支付宝被区块链技术记录的捐赠信息涵盖2100万用户捐款3.67亿元，捐赠人次达到2.2亿。蚂蚁金服的区块链团队人员也拓展到了数百名。京东利用区块链溯源技术全面记录商品的原材料、生产制造方、物流、消费者等多主体全链路信息。截止到2018年6月，京东的区块链溯源介入数百名品牌商，覆盖12000多款商品SKU，12亿多单链信息。
As of January 2018, the donation information for the payment of the treasures in the technical records of the chain of blocks covered $367 million from 21 million users, and the number of donors reached 220 million. The number of members of the ants in the gold garments has also expanded to hundreds. By June 2018, the block chain in the capital took advantage of block-trace technology to record the full chain of raw materials, producers, logistics, consumers, etc.
“区块链2.0增加了智能合约，仍然局限于数字虚拟商品的创设和转移，难以支撑相对复杂的产业场景的应用。区块链3.0则将进入产业区块链时代。”中国计算机学会区块链专委会委员于佳宁告诉《财经》记者。
& & ldquo; block chain 2.0, which adds smart contracts, remains limited to the creation and transfer of digital virtual goods, and it is difficult to support the application of relatively complex industrial scenarios. Block chain 3.0 will enter the industrial block chain age. & rdquo; member of the China Computer Society District Chain Commission in Jia Ning, told the finance journalist.
从数字世界到物理世界的挑战
The challenge from the digital world to the physical world
区块链能解决的只是上链后的问题，但线下共识的达成并非技术就能解决
The chain of blocks solves only problems behind the chain, but reaching a consensus below the line is not a technical solution.
如今各行各业都在试图与区块链应用相结合。众多行业应用让人眼花缭乱，是否有潜在规律可以判断区块链应用在哪个行业将率先成熟？事实上，区块链应用的发展遵循着一条从“数字资产到物理世界”的线索。
Various industries are now trying to combine block-chain applications. Many industry applications are confusing. Is there a potential pattern to determine which sector-chain applications will take the lead in maturing? In fact, the development of block-chain applications follows a thread from &ldquao; digital assets to the physical world & & rdquao; &.
区块链应用最早开始成熟的领域为金融、游戏和内容。这几大领域拥有一个共同的特点——都是纯线上资产或数据，且能构成一个完整的生态圈。
Block chains apply finance, games, and content to the earliest areas that they begin to mature. These broad areas have a common feature & mdash; & mdash; they are purely linear assets or data and form a complete biosphere.
区块链的出现解决了信任危机。人类社会中多方参与合作的领域（如汇款结算、供应链金融等），信任危机是合作最大的成本来源。为了达成合作，往往需要第三方中介提供信用背书，成本高昂，每增加一个合作方，信任成本也将直线上升。区块链作为不可篡改的分布式账本，用技术完成了信用背书，不再需要第三方中介。选择2B模式的大公司使用区块链技术，为多个合体主体搭建联盟链。其最大的技术革新作用是能够快速实现多个主体之间的联动，并通过代码自动执行合约。
In order to work together, third-party intermediaries are often required to provide credit endorsements, which are costly, and trust costs will rise in a straight line for each additional partner. The block chain, as an irrevocable distribution book, is technologically completed, and third-party intermediaries are no longer needed. Large companies that choose the 2B model use block-chain technology to build alliances for multiple conglomerates.
跨境汇款是多方合作的典型应用场景。以往跨境汇款的流程复杂，耗时漫长。以香港汇款到菲律宾为例，用户从香港汇出款项后，需要经过6个以上中介环节：汇出机构、香港某银行、多个中间行、菲律宾某银行、收款机构。这一过程耗时往往需要数天。区块链跨境汇款则免除了中间复杂的中介环节，跨境汇款的到账时间缩短到仅需几秒。
Cross-border remittances are a typical application of multiple types of cooperation. In the past, cross-border remittance processes were complex and time-consuming. For example, in the Philippines, when a user sent money from Hong Kong, more than six intermediaries were required: a sender agency, a bank in Hong Kong, multiple middle-lines, a bank in the Philippines, and a collecting agency.
蚂蚁金服在2018年6月底联合渣打银行推出以区块链技术为基础的跨境汇款服务，AlipayHK与Gcash合作成为全球首个在跨境汇款全链路使用区块链的电子钱包，渣打银行负责日终的资金清算以及外汇兑换。区块链跨境汇款能7×24小时随时手机完成，不用像传统跨境汇款在晚上7点后操作则需等到第二天。
At the end of June 2018, the ants' gold jackets launched a cross-border remittance service based on block-chain technology at the Union Chartered Bank, and AlipayHK, in partnership with G Cash, became the first electronic wallet in the world to use the block-chain throughout the cross-border remittance chain, which is responsible for the liquidation of end-of-day funds and exchange of foreign currency. Cross-border transfers can be 7× mobile phones can be completed 24 hours a day, without operating after 7 p.m., as traditional cross-border transfers.
传统发票流转体系复杂，涉及开票、流转、保税、报销四个环节。腾讯在2018年5月底跟深圳市国家税务局合作成立“智税”创新实验室，研发了区块链电子发票解决方案。腾讯通过区块链技术实现了发票全流程完整追溯。区块链连接每一个发票干系人，且具有不可篡改的特性，可以追溯发票的来源、真伪和报销等信息，解决发票流转过程中一票多报、虚报虚抵、真假难验等难题。此外还降低了成本、简化了发票报销流程。“此外在税务的风险评估、税务信用、税务登记、证明办理上都有潜在的可深挖的场景，这是后续我们会和深圳国税局一起探索的方向。”腾讯区块链业务总经理蔡弋戈告诉《财经》记者。
The traditional invoice flow system is complex, involving the opening, transfer, bonding, and reimbursement of four links. The bulletin was set up in cooperation with the State Revenue Service of Shenzhen City at the end of May 2018.
随着区块链技术的发展，应用范围开始从纯线上资产向线下的物理世界拓展——此即人们憧憬的区块链3.0时代。但问题也随之而来。
As block chain technology develops, the range of applications begins to expand from pure line assets to the sub-line physical world & mdash; this is the desired 3.0-year block chain. But the problem also follows.
“区块链应用最大的挑战来自两块。一个是技术本身，怎么实现高性能、高可靠性的联盟链系统，能部署于城市、全国乃至全球。另一个是线下怎么达成共识，让更多参与方加入。这种线下的共识激励机制设计也是很大的挑战。”蚂蚁金服区块链团队负责人张辉对《财经》记者指出。
& & ldquo; The greatest challenge in the use of block chains comes from two sets. One is technology itself, how to achieve a high-performance, high-reliability alliance chain system that can be deployed in cities, across countries, and globally. The other is how to reach a consensus below the line, involving more participants.
企业级区块链应用处理数据量级惊人，这对平台方的技术实力支撑挑战颇大。大公司们使用分层架构来解决这一问题。它们搭建的区块链基础设施平台往往分为三层架构——“底层+平台层+应用层”。
Business-level block chains apply an alarming level of data processing, which poses a significant challenge to the technological strength of the platform. Large companies use hierarchical structures to address this problem. The block-chain infrastructure platforms they build are often divided into three layers of architecture — — & ldquao; bottom + platform + application & rdquao;
张辉告诉《财经》记者，蚂蚁金服主要承接了第一层区块链技术底层开发，通过自主产权的核心技术把控，定义区块链技术的底层标准。往上第二层为区块链BAAS平台层，由蚂蚁金服和阿里巴巴的天猫以及菜鸟共同建设。平台层属于区块链服务系统，能让各种企业在上面快速开发和部署区块链业务。第三层为应用层，结合商家、物流、海关、用户开发具体的区块链应用。
Zhang has told the financial journalist that the ants gold suit is primarily the bottom of the first block chain development, controlled through the core of autonomous property rights, defining the bottom standard of block chain technology. The second floor is the BAS platform layer of the block chain, which is built together by the ants gold suit and the Alibaba Skycat and the greenbird. The platform layer is a block chain service system that allows enterprises to quickly develop and deploy block chain operations. The third level is the application layer, which combines business, logistics, customs, and users to develop specific block chain applications.
腾讯同样构建了类似的三层区块链业务架构。最底层为TrustSQL区块链底层技术平台，为整个区块链业务打牢技术“地基”。第二层为平台产品服务层，面向数字资产、鉴证服务、共享账本、分享经济等业务领域开放。最上层为应用服务层，面向银行、保险、证券等提供包括数字票据、机构清结算、知识产权保护等在内的具体区块链应用和行业解决方案。
A similar three-storey block chain business structure has been built. The bottom level is the TrustSQL block chain bottom technology platform, which locks in technology “ foundation & & rdquo; platform product service level, which is open to business areas such as digital assets, forensic services, shared books, shared economy. The top level is the application service level, which provides specific block chain applications and industry solutions, including digital paper, institutional clearing, intellectual property protection, etc.
当区块链应用从线上数据资产拓展到线下物理世界，问题也变得更加复杂起来。区块链能实现的只是线上数据的不可篡改和分布式存储，但一旦和物理世界交接——利益主体间要不要上链的博弈，上链的数据是否真实可靠，这些麻烦并非应用区块链技术就能解决。
When block chains are applied from online data assets to the offline physical world, the problem becomes more complex. The blocks chain can only be achieved if the online data are stored in an unalterable and distributed manner, but once the physical world connects & mdash; & mdash; whether or not the upper chain is a game between stakeholders and whether the data is authentic or not, these problems are not solved by the application of block chain technology.
以区块链溯源为例。在区块链技术普及之前，商品溯源行业也一直存在，但几大电商平台间的冲突让商品溯源的普及进展缓慢。阿里巴巴曾经做过一套防伪溯源的“满天星”系统，最终由于平台间的矛盾推行困难，只能不了了之。
Until the technology of the block chain became popular, the commodity traceability industry also existed, but conflicts between several major power platforms have slowed down commodity traceability. Alibaba has done a set of &ldquao, full-star & rdquao, and the system, ultimately, was unable to do so due to the difficulty of implementing the platform’s contradictions.
“电商在区块链之前不是没有尝试过防伪溯源，但是发现有局限性。我的商品不只是在天猫上卖，在京东、1号店都在卖。如果只能在你上面扫码，其他平台一定不同意。最后没办法，我这批货给天猫就只贴这一批。变成商家为了争取营销位置，动力不强。” 在商品溯源领域创业多年的TAC溯源链创始人王鹏飞告诉《财经》记者。
& & ldquo; Electrics didn't try to protect themselves from perjury before the block chain, but they found limitations. My goods were not just sold on Skycats, they were sold in Kyundong, No. 1. The other platforms would not agree if you were the only ones to clean them up. In the end, it was impossible for me to put this on Skycat. It was not strong enough for a businessman to get a position for marketing. & rdqua; Wang Peng, the founder of the TAC retroactive chain, who had been running for many years in the area of commodity traceability, told the finance reporter.
即使区块链技术应用后，平台间的冲突依然存在。因此如何解决区块链线下的多主体合作问题，搭建起各方平等参与的联盟链体系，仍然是包括溯源、供应链等行业领域的区块链应用挑战。
Conflicts between platforms persist even after block chain technology has been applied. So how to address multi-subject cooperation under the block chain and build a system of alliances with equal participation remains a challenge, including the application of block chains in industry areas such as traceability and supply chains.
“区块链技术一个重要作用是帮助建立相对平等协作关系，多个环节的关系如何协调，这里其实还是线下需要沟通的。”腾讯区块链业务总经理蔡弋戈说。蚂蚁金服区块链团队负责人张辉亦认为：“最好的解决方式还是线下共识。通过线下激励机制的设计把多方拉在一起。各方的角色和利益写清楚，包括链上链外的责任、得到的收益。”
& & ldquo; block chain technology plays an important role in helping to build relatively equal collaborations and how multiple links are coordinated, where communication is actually needed. & & & & & & & & & & & & & ; & & & & & & & ; & & & & & ; & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & ; & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & ; & & & & & & & & & ; & & & & & & & & & & & & ; ; & & & & & & ; & & & & & & ; ; ; ; & ; ; ; ; & & & & & & & & & & ; ; & ; ; ; & & & & & ; ; ; ; ; ; ; & & & & & &? &?? & & & & & & & &
谨慎的2C模式，与创新者的窘境
Prudent 2C model, with the plight of the innovators
基于区块链理念并直面用户的项目，往往将颠覆现有互联网商业模式
Projects based on block chain concepts and face-to-face users will often undermine existing Internet business models
2B还是2C是每家公司入局区块链时首要面临的商业模式选择。目前大多数科技巨头公司在针对区块链应用创新时，往往呈现出小心谨慎的姿态。它们的选择倾向以2B为主，为企业客户提供区块链技术。但也有一些大公司在进行2C模式的尝试，将区块链应用产品直接面向用户。
Two Bs or two Cs are the primary business model choices each company faces when entering the block chain. Most technology giants are now often cautious about applying innovation to the block chain.
网易在2018年2月初上线了区块链产品“网易星球”。这是一款表面上看起来像养成游戏的产品。用户在自己的“星球”中每天完成不同任务，即可收获原力值。原力值越多，黑钻生长越快。用户收获黑钻后，可用来兑换相应的权益，例如拍卖黑猪肉、扫地机器人等实体产品，或者参与抽奖活动。
The network was easily connected in early February 2018 to the block chain product & ldquo; Net Easy Planet & rdquo; this is a product that looks like a game-making product. Users do different tasks each day in their & ldquo; Planet & rdquo; they harvest the value of the Force. The more the primary value, the faster the black drill.
“网易星球”内测上线后，在各大社群中引发了一轮病毒式传播，第一个月就突破百万DAU(日活跃用户数)。这种效果连创始团队自身也没有想到。“当时只是公司内部群里扔了几个邀请码，邀请同事去转发。还设置了5次的上限，想控制一下人数。结果一开始几千上万的增长，然后是指数型增长，最后传导太快被传播平台封禁了。但用户绕过传播平台还是会进来。”网易星球负责人顾费勇告诉《财经》记者。
& & & & & & & & & &quao; & Inner Surveys, a viral spread of millions of DAUs was triggered in large communities in the first month. This effect didn't even come to mind by the founding team itself. & & & & & ; at the time, just a few invitation codes were dropped within the group and colleagues were invited to forward them. Five caps were set to keep the numbers under control.
网易星球的产品和技术团队在上线前曾发生过意见分歧。产品团队对内测效果预期谨慎，但技术团队普遍偏乐观。顾费勇和团队最终确定的思路是，先上线MVP(最小可行产品)测试用户反馈。如果上线没什么波澜，团队就转方向。如果效果好就继续做大。意外的内测结果给团队增添了不小信心。“区块链的魔力还是很大的。”顾费勇说。
There were differences of opinion among the products and technology teams on the planet before they went online. Product teams were cautious about internal measurements, but the technologists were generally optimistic. The idea was to test user feedback on the MVP (minimum viable product) on the line. If there was nothing going on, the team turned around. If it worked well, it continued to do so. Unforeseen internal measurements added a lot of confidence to the team. & ldquo; the magic of the block chain is still great.
网易星球的实质并非区块链游戏，而是区块链数据生态价值平台。目前的互联网生态中，数据被互联网大公司所垄断。数据名义上属于用户，但是用户没有办法使用，实际只属于互联网公司。顾费勇曾经参与过大数据时代，对这种模式的弊端有直接感受：“我负责过几个大数据团队，但当时做不下去，因为各家公司不把数据拿出来分享。”
The essence of the Internet-friendly planet is not a block-chain game, but a platform for the ecological value of block-chain data. In the current Internet ecology, data is monopolized by large Internet companies. Data are nominally user-friendly, but not user-friendly, but actually only Internet-based companies.
区块链让互联网公司的数据垄断出现了裂缝。区块链时代，数据属于用户自己。在一个去中心化的区块链数据生态中，用户的数据可以归集，随时导出来到任一区块链上。同时用户能自由使用自己的数据，并从自己的数据中获利。
Block chains break the data monopoly of Internet companies. In the block chain age, the data belong to the users themselves. In a decentralised block chain data ecology, the data of the users can be collected and exported to any block chain at any time. At the same time, users can freely use their own data and profit from their own data.
网易星球正在尝试让更多的企业加入进来，业务和数据上链。数据所有权归个人用户，企业向用户购买数据，并提供各种服务让用户消费，共同打造区块链数据生态圈。内容模式和电商模式是他们最近尝试的两个方向，但仍未完全跑通。
Networking Planet is trying to bring more businesses into the chain of business and data. The ownership of the data rests with the individual user, the company buys the data from the user, and provides a variety of services for the user to consume, working together to create a block-chain data biosphere.
像网易星球这种完全基于区块链理念设计的2C模式产品，在互联网大公司中属于少数派。大公司往往将区块链视为改进现有业务的一种手段。它们试图将区块链技术嵌入原本存在的业务体系中，仅用来解决现有体系中某个或某些问题。
Model 2C products, such as Net Easy Planet, designed entirely on the basis of block chain concepts, are among the minority in Internet companies. Large companies tend to view block chains as a means of improving existing operations. They attempt to embed block chain technology into an already existing business system and to solve only one or some of the problems in the existing system.
腾讯在2018年4月宣布将上线游戏《一起来捉妖》。尽管宣传是“区块链游戏”，但这款游戏的玩法主要是通过AR技术，用手机摄像头捕捉出现在用户环境中的AR妖怪。区块链只用来作为游戏中的虚拟资产管理，保护用户虚拟数字资产，解决传统游戏里虚拟道具超发的问题。
In April 2018, it was announced that the online game " Catch the Demon Together ". Although the campaign was “ the block chain game & rdquao; the game was played mainly through AR technology, using mobile phone cameras to capture the ARC monster in the user environment. The block chain was used only as a virtual asset management in the game, to protect the user's virtual digital assets, and to solve the problem of virtual prop excesses in the traditional game.
一些大公司采取的是2B2C的模式，首先以区块链技术服务企业和组织，再以企业服务面对消费者。蚂蚁金服和雄安政府合作，在2018年2月于雄安上线试运行了首例区块链应用租房平台，以解决虚假房源和租赁市场混乱的问题。该平台由三大子平台构成，包括租房租赁管理平台、诚信积分系统、区块链统一平台。通过区块链技术，挂牌房源信息、房东房客的身份信息、房屋租赁合同信息将同步上链，多方验证，无法篡改。
A number of large companies have adopted the 2B2C model, starting with block-chain technical services enterprises and organizations, and facing consumers with business services. The ants gold uniforms and the Yu An government, in collaboration, have run the first block-chain application rental platform in February 2018 in Yu An, to address the problem of false sources of housing and the confusion in the rental market. The platform consists of three sub-platforms, including a rental rental management platform, a integrity crediting system, and a block-chain unified platform.
“我们可以用区块链类比互联网。互联网的基础设施由大企业来承担，基础设施之上web、移动互联网创新是无穷无尽的。就区块链来说，我们作为大科技公司定位在基础设施，上面让各种创业公司做创新。”蚂蚁金服区块链团队负责人张辉说。
& ldquo; we can use block chains like the Internet. The infrastructure of the Internet is taken care of by large companies, and there is no limit to the infrastructure web, mobile Internet innovation. As far as block chains are concerned, we are positioned as large technology companies in infrastructure, with various start-up companies doing innovation.
哈佛商学院教授Clayton Christensen在《创新者的窘境》一书中指出：“成熟企业无法应对颠覆式技术创新，不是因为新技术太复杂，而是因为他们将更多资源用于维护和争夺当前实现盈利的大量主流业务。”
According to Harvard Business School Professor Clayton Christensen, in The Innovator's Face: & ldquao; mature firms cannot cope with subversive technological innovation, not because new technologies are too complicated, but because they spend more resources on maintaining and competing for the large number of mainstream businesses that are now profitable. & & rdquao;
区块链的诞生和飞速发展，让互联网大公司们不得不直面这一困境。“BAT有大规模的应用场景，弱点是传统互联网垄断是最大的得益者。区块链是要革命的，它们决策时会有顾虑。创业公司的弱点是需要寻找应用场景和用户，但它们没有历史包袱。”浙江大学区块链研究中心蔡亮教授对《财经》记者指出。
The creation and rapid development of block chains has forced large Internet companies to face this dilemma. & & ldquo; BAT has a large-scale application scene, and the weakness is that traditional Internet monopolies are the most profitable.
区块链到底是改革，还是革命？这是大公司和创业公司在面对区块链时最大的分歧，这同时将决定它们未来的命运。
Is the block chain reform or revolution? This is the biggest disagreement between large companies and start-ups in the face of the block chain, which at the same time will determine their future.
注册有任何问题请添加 微信：MVIP619 拉你进入群
打开微信扫一扫
添加客服
进入交流群
发表评论