傳統畫廊數位轉型─以發行NFT為例

Abstract

Facebook的普及邁入第二個十年，同時母公司也更名為META以因應下一個嶄新世代，此舉無疑使更多的網路受眾接觸到元宇宙、區塊鏈、加密貨幣、去中心化，甚至本論文所探討的NFT。NFT一詞在近期象徵著許多的商機、風險與應用，它是元宇宙世代的核心應用，同時也是眾多傳統產業轉型的一大契機。 本文藉由傳統畫廊的數位轉型─以發行NFT為例，探討傳統畫廊是否值得投入藝術NFT市場？由於新冠肺炎疫情嚴峻，大幅衝擊實體畫廊的經營，同時傳統畫廊也正在面臨收藏家凋零，急於培養年輕收藏家，及擴大藝術受眾。 隨著近兩年元宇宙市場的興起，深度訪談與商業模式分析，探討傳統畫廊是否值得投入發行藝術NFT，經過訪談畫廊主、藝術家、收藏家、技術平台發行方，獲得結論為NFT市場仍是非常新的領域，不僅存在著相當多的機會，同時也伴隨著極大的威脅，舉凡仿盤充斥、投機者眾多、項目炒作、項目方捲款跑路等負面消息，造成許多客戶仍持觀望評估態度，甚至遲遲無法接受這新興市場。 透過小規模測試及財務模型預測，獲利模式為幫其他畫廊、藝術家、品牌方發行NFT，向其收取專案服務費及NFT銷售分成。依據財務試算結果，在2022年稅後淨利為1,043,750，淨利20.73%，在2023年稅後淨利為2,761,000，淨利30.75%，在2024年稅後淨利為5,933,500，42.78%。以財務表現來講，及行銷推廣效益來看，值得投入發行NFT事宜。傳統畫廊能運用對藝術圈的理解及獨特的選品能力，成為NFT市場關鍵的推手是值得投入及期待的商業策略。

Facebook has been in our lives for nearly 2 decades. As it changing its name to Meta, there are many concepts of next generation emerge to the public, such as metaverse, blockchain, cryptocurrency, decentralization, and NFT (Non-fungible token) we are going to discuss in the essay. NFT represents opportunity, risk and application. It’s the core application of metaverse era, and could be the turning point for the transformation of traditional industries. The essay will talk about the digital transformation of traditional galleries – about the application of NFT and should galleries focus on NFT art market? Due to the pandemic, the business of physical galleries has been impacted severely. Meanwhile, as their existing collectors become reluctant to art business, galleries must cultivate new collectors from younger generations and expand the scale of their audience. As the concept of metaverse is risen in recent years, our interviews and business analysis will be focusing on the ecosystem of gallery owners, artists, collectors and tech platforms / providers. Despite of the opportunities NFT would provide, there are also substantial risks – counterfeit, speculation, hype and fraud, which explain why most customers are still reluctant to embrace this new market. Through small-scale trials and financial model forecasting, the business model would be helping galleries, artists and brands to publish their own NFT and charge them service fees and NFT sales commission. Based on the financial model, the post-tax profit in 2022 is NT$ 1,043,750 with 20.73% margin; In 2023, the post-tax profit will grow to NT$ 2,761,000 with 30.75% margin; In 2024, the post-tax profit will then grow to NT$ 5,933,500 with 42.78% margin. Judging by its forecasting financial performance and marketing benefits, the application of NFT would be worthwhile. The traditional galleries are expected to play a significant role in promoting NFT market, as they possess certain understanding toward art ecosystem and their specialty in choosing the right artworks (to make NFT).