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REIGN Fusing Noble Delicacy, Artistry, and Technology: Elevating Product Value and Captivating Discerning Customers. Promoting Cross-cultural Collaboration and IP to Expand Global Market Reach

已更新:4月18日


Hong Kong possesses numerious traditional business advantages, but in order to remain competitive, it must actively adapt to prevailing trends. Embracing and aligning with government policies for development represents a viable path forward. Lam Hon Yuen Samuel, the Chief Technology Officer of REIGN, asserts that the company's product line emphasizes noble delicacy while integrating elements of NFT (Non-Fungible Token) and NFC (Near Field Communication) technologies, thereby effectively merging art and technology within its marketing strategy. REIGN has successfully expanded to five retail establishments and is actively seeking opportunities for international expansion. In response to the Hong Kong government's commitment to Web3.0 development and the support outlined in the "14th Five-Year Plan" to establish Hong Kong as a hub for cultural and artistic exchange, REIGN, in collaboration with X Social Group Ltd, is delighted to announce the forthcoming launch of the "Picasso's 'Two Women Running on the Beach' (01922) × Moutai Gift Box NFT (Digital Certificate)". By leveraging NFC chips, customers can effortlessly authenticate the products' genuineness and indulge in exclusive VIP services. The strategic objective is to globally unveil ten Moutai gift boxes by mid-2024.


高級食材添藝術科技助升值吸客 ; IP聯乘中西文化品牌冀進軍海外

香港在營商上有很多傳統優勢,但不能一成不變,須順勢而為。順應政府政策去發展,可能有出路。REIGN 首席技術官林漢源表示,政府積極推動創科、中外文化交流及盛事經濟,其公司的產品也由主攻高級食材,後期加入NFT(Non-Fungible Token,非同質化代幣NFC ( Near Field Communication), 近場通訊)元素,以藝術科技融入飢餓營銷。現時REIGN已拓展至五間店,並在外國尋找機會。因應香港政府力推Web3.0發展,以及《十四五規劃綱要》明確支持香港發展成為中外文化藝術交流中心的機遇,REIGN及X Social Group Ltd早前宣布推出「畢加索《海邊奔跑的兩個女人》(01922)×茅台禮盒NFT(數位證書)」。通過NFC芯片能辨別商品真偽及享受「VIP會員專屬服務」, 計劃於2024年中在全球首發10件茅台禮盒。


Renowned for his artistic prowess and commanding both intrinsic value and substantial market demand, Picasso stands as an eminent figure in Western painting. Samuel, emphasizing the significance of this intellectual property collaboration, underscores how "Moutai symbolizes Chinese culture, while Picasso represents Western culture." Originating from Guizhou, Moutai finds itself elegantly curated within the gift box, meticulously crafted by REIGN and embedded with a cutting-edge chip. "Through our proprietary app, customers can seamlessly authenticate their purchase by scanning, while we integrate the transformative power of NFT to manifest digital art." By combining tangible and virtual offerings, alongside limited edition elements, this endeavor presents ripe opportunities for future appreciation.

畢加索是西方著名兼「有價有市」的畫家:「這就是IP聯乘中西文化,『中』就是茅台,『西』的代表是畢加索名畫。」林漢源強調,茅台當然是來自貴州,而禮盒由REIGN設計,中間加入芯片。「用我們Apps去掃描可知真假。之後再附上NFT即是數碼藝術。」有齊實物及虛擬產品,又有限量元素,未來甚有升值機會。


Samuel stated that the artwork curated by REIGN undergoes a meticulous selection process, ensuring that the paintings are either authorized by the respective owners or the copyrights have expired. In a recent announcement, REIGN unveiled a strategic partnership with the esteemed Belvedere Museum in Austria, signifying an amplified collaboration across mainland China, Hong Kong, and Macau. This endeavor aims to forge new horizons in the realm of art appreciation and cultural exchange.

他指REIGN選用的畫,也是與擁有者或相關人士簽了IP授權,又或版權已過期。如上月就宣布與奧地利貝爾維德博物館在中國內地、香港和澳門地區展開戰略合作夥伴關係。


While integrating AI elements and leveraging generative AI technology to inspire the creative process, Samuel candidly acknowledged that AI, while valuable for generating ideas and insights, cannot singularly accomplish the entirety of the creative journey. When addressing the recent challenges encountered by the retail industry in Hong Kong, Samuel astutely observed that the middle class has been notably impacted by the prevailing economic conditions. "The market now presents two distinct approaches: the production of exceedingly affordable goods, as exemplified by platforms like Pinduoduo, which operate under the M2C model, facilitating direct delivery from manufacturers to customers; or the creation of truly distinctive products that transcend standardized offerings and low prices." Furthermore, with the advent of the internet era, retailers can no longer rely on "information asymmetry" as a sole means of profit generation. "Cross-border shopping has become increasingly prevalent, and mainland China boasts cost-effective logistics capabilities." However, the realm of art stands apart. It not only embodies uniqueness but also possesses inherent value appreciation, rendering it inherently captivating. The forthcoming "REIGN Picasso × Moutai Gift Box NFT (Digital Certificate + Physical Asset) Global Launch of 10 Pieces" effectively caters to multiple market demands, satisfying the discerning tastes of art enthusiasts worldwide.

AI生成畫作 仍需設計師修改

而該公司的設計師亦有可能做二次創作:「中間有人工智能元素。用生成式人工智能生成出畫作,再經設計師修改。」林漢源坦言,人工智能可給予很多想法及洞悉,但不能單靠它去完成創作。當被問到近期香港零售業受到多方面的打擊時,林漢源指出,今次經濟上的挑戰最受影響的是中產。「可以做很便宜的如拼多多的產品,即是M2C由廠家直接送到顧客手上,大家標準化鬥便宜,或是做一些很特別的產品。」加上互聯網興起後,零售更不能靠「信息差」賺錢。「現在海淘很發達,(內地)物流亦很便宜。」但藝術品就不同,不但夠特別,且有升值元素,吸引力自然上升。「REIGN畢加索×茅台禮盒NFT(數位證書+實物資產)全球首發10件」就滿足了以上幾個市場需求。


Acknowledging the exclusivity of their products, Samuel conceded that a significant portion of the brand's clientele originates from overseas, particularly Southeast Asia and mainland China. To ensure authenticity, the brand requires customers or their representatives to personally pick up and inspect the goods in-store, as this experiential process imbues shopping with delight. "While technology enables various conveniences, such as online shopping, it does not guarantee the appreciation of our products." Regarding future endeavors, Samuel revealed plans for collaborations with the Cultural Relics Bureau and museums in mainland China, aimed at creating exquisite items related to cultural relics for sale overseas, fostering cultural exchanges between China and other nations. Currently, REIGN does not have physical stores in mainland China, but their presence can be found in duty-free shops at airports and museums.


基於產品的獨特性,林漢源坦言品牌不少客戶來自海外,如東南亞及內地,且要求客戶或其代表到店取貨及驗貨,以保障是「真貨」。「如果沒有這過程,購物會失去樂趣。雖然科技上可以係做到很多事(如網購),但不代表我們做了後,會令產品升值。」談及未來計劃,他指品牌正計劃與內地的文物局、博物館合作,製作與文物相關的精品,同時銷住海外,也算是中外交流的一環。但REIGN暫沒有在內地開店,只有在機場的免稅店及博物館開店。


作者:梁巧恩

責任編輯:劉子瑜

香港經濟日報 Hong Kong Economic Times

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