深度對話 Me Token CEO Rufus Parkinson | 玖四社區專訪區塊鏈
區塊鏈版的“社交＋電商”模式的首個項目METOKEN能否復制拼多多的奇跡？METOKEN又是怎樣的一個項目？針對以上種種問題，玖四社區對METOKEN的CEORufusParkinson進行了一次專訪。
如果要問最近最具話題感的事情，那么我想，這個殊榮非拼多多上市莫屬。
在此之前，中國電商界一直被阿里、京東、唯品會三座大山所把持，新入局者很難從中分一杯羹。而拼多多憑借其獨特的“社交＋電商”模式，僅用了短短三年時間，便從一個創業公司發展成為當今的電商四強之一，成長速度令人驚嘆。“月流水400億”、“3億用戶”、“上市”等等一系列名號讓拼多多一時風頭無倆，使其成為了電商領域的又一霸主。
那么區塊鏈版的“社交＋電商”模式的首個項目ME TOKEN能否復制拼多多的奇跡？ME TOKEN又是怎樣的一個項目？針對以上種種問題，玖四社區對ME TOKEN的CEO Rufus Parkinson 進行了一次專訪。
Rufus Parkinson是Style.me首席執行官，Me Token 共同創始人。Rufus親自監督每一項策略與行動，是Style.me團隊在這趟刺激旅程上的掌舵者。最初從零售業起步，而后投入Mars Inc.消費品市場的Rufus，至今已有超過20年領導資歷，近年則于Mo?t Hennessy Louis Vuitton （LVMH）的奢侈品市場累積超過10年經驗。
以下是本次線上直播的主要內容。
幣圈不正常人類吐槽中心：您好，通過白皮書我們了解到ME TOKEN走的是社交＋商務這個領域，在該領域的傳統行業的代表企業我個人認為是小紅書，因此我的問題是，我們這個項目對于小紅書項目的優化（或變革）在哪？
From the white paper, we understand that ME TOKEN is social commerce. From my point of view, currently, the app 小紅書 (Little red book) in China is the most representative Social commerce. Please share with me how can ME TOKEN differentiate itself from 小紅書？
Little Red Book is great in social commerce. However, they have the same issue as all centralized Social Media or Social Commerce companies: Users are forced to share their personal data for free. The Me Token project decentralizes Data Ownership, allows users to decide with whom to share their data and allows users to participate in ad revenues generated with their data. Also, at Me Token users earn Me Tokens for creating content that drives engagement.
小紅皮書在社交商務方面很出色。但是，它具有所有中心化的社交媒體或社交商務公司相同的問題: 用戶被迫免費共享他們的個人數據。Me Token則是去中心化數據所有權，允許用戶決定與誰共享他們的數據，以及讓用戶共享使用其數據生成的廣告收入。此外，在Me Token，用戶可以通過創建促進參與的內容獲得Me Tokens。
大師兄點評：小紅書雖然走的也是社交＋電商模式，但是我也認為其更多的具有中心化屬性，網紅經濟模式存在一定的弊端。或許去中心化的區塊鏈技術能在此基礎上帶來一定的革新。人由于是群居動物，天然具有社交屬性，因此對于社交電商模式，或許更多的是關注社交這一塊。
幣圈老黃頁：當今世界傳統的社交媒體很多，諸如 Twitter、Instagram、Pinterest 等，那么將電商屬性附加到這些社交媒體上是否可行？如果不可行，那么請問難點在哪？
As we know Twitter、Instagram、Pinterest are already very popular social media, why not just add e-commerce to these existing platform? If you think it is not applicable, why?
Twitter and Pinterest have been quite unsuccessful with integrating Commerce into their DNAs. For example Twitter experimented over years with Buy Buttons and they have stopped recently. The key assumption behind why they stopped is because for Twitter to generate satisfactory conversion rates they would need to change the identity of Twitter to make shopping on Twitter exciting, social, interactive and seamless. Instagram started just this year to focus on making their content more shoppable by allowing business accounts to add shopping links.
However, also at Instagram the shopping experience is far from seamless and exciting. At Me Token we are utilizing - among other features - our patented 3D virtual fitting room to create seamless, exciting and interactive fashion shopping experiences.
This Style.me technology we have developed over the past 3 years is already being used by clients in the US. Instagram is everything to everyone while the Me Token focuses on fashion and we are experts in this vertical.
推特和Pinterest在將商業融入他們的DNA方面相當不成功。例如Twitter多年來一直嘗試推行Buy Buttons，但他們最近已經停止了。他們停止嘗試的關鍵假設是：如果的Twitter要達到令人滿意的轉換率，需要改變的Twitter的定位，意即使用Twitter的時“購物”能讓人感到興奮，且具有社交性，良好互動和無縫整合等。Instagram今年剛開始專注于使其內容更具購物性，方法是允許商業帳戶添加購物鏈接（shopping links）。然而，在Instagram的上，購物體驗遠非無縫，也不讓人覺得有趣。在Me Token，我們利用我們的專利3D虛擬試衣間（以及其他功能）創造無縫，有趣互動的時尚購物體驗。我們在過去3年開發的Style.me技術已經被美國客戶使用。相比Instagram涵括各種主題，Me Token專注于時尚，我們是這個垂直領域的專家。
大師兄點評：其實國內的社交巨頭微信也曾做過社交電商的嘗試，但最后以失敗告終。傳統的社交電商，其實是主打KOL的，或者這些并不是真正的社交電商，而是網紅經濟。而ME TOKEN上，除了保持用戶的高體驗感之外，還有獨創的3D虛擬試衣間功能。RUFUS總可能想力求ME TOKEN的完美性。聽他的闡述，我覺得最為重要的兩點是可以解決傳統電商的困局以及加上ME TOKEN獨創的3D虛擬試衣技術來增家用戶體驗感，強化其社交屬性，很棒的技術。
南粵幣盟：整個白皮書中，有個問題比較有疑惑，區塊鏈技術天然是要解決信任的問題。那么在整個ME TOKEN中，如何運用區塊鏈解決信任問題？
The nature of blockchain is to deal with trust issue, please share that how does the blockchain of ME TOKEN deal with trust issue?
Users today do not trust central institutions with handling their personal data. A recent study in the US shows that 90% of users do not trust that organizations handle their data well. Therefore, we are decentralizing data ownership by distributing user data over a distributed file storage (such as IPFS) and giving only the user the private key to manage the data and decide with whom to share the data.
Another issue with marketplaces often is lack of trust in merchants due to fake items being sold. This will be tackled by establishing a self-regulated governance where users are being incentivized to report and take down bad content, including malicious merchants.
現在的用戶不信任中央機構處理他們的個人數據。美國最近的一項研究表明，90％的用戶不相信中央機構能夠很好地處理他們的數據。因此，我們將會把用戶數據分散在分布式文件存儲（例如IPFS）。僅將管理數據的私鑰提供給用戶個人，讓用戶自行管理數據，并決定與誰共享數據。
商務平臺的另一個議題，由于平臺上充斥假貨，用戶通常會不信任商家。這將通過建立社群自治來解決，用戶可以舉報和刪除，包括惡意商家在內的不良內容，然后獲得獎勵。
大師兄點評：其實對于消費者而言，更多的是關心產品質量和真偽問題，拼多多雖然憑借社交＋電商模式短期內獲得了巨大的成功。但是我想，如果假貨泛濫不加以管制，那么其也不會走的太長久，因此我覺得對于ME TOKEN的直白理解可以是“沒有假貨的拼多多”。區塊鏈技術原則上來說是可以規避假貨存在的，從源頭杜絕。
幣圈獵人：ME TOKEN打造的像是像是社交營銷鏈，讓網紅，社交達人可以通過影響力形成社交閉環，現在社交影響力很難量化評估，甚至有的會用機器的手段刷量，分享數據也是一樣，怎樣避免這樣的事情發生？
Me Token looks to create a social marketing value chain, letting influencers and key social experts form a closed social loop, thereby making it difficult to evaluate social impact quantitatively, and even some will use bots to create many fake likes/ comments/ sharing etc., and the same with sharing metrics. How do you avoid such things from happening in the ME TOKEN system?
Very good question. We spent a lot of time creating a token economy that de-incentivizes abuse and makes it very hard to game the system.First and foremost, linking your own content does not earn you anything. So, you could still create various identities to like your own content. We are tackling this by employing basic standard KYC measures to validate that one person can only have one account (e.g. by providing login via facebook, phone number validation etc.).
Now you still have the problem that you can earn through liking other people’s content and atomizing this with bots. We solve this by capping the number of likes that are eligible for rewards per day. You can also check our most updated version or the whitepaper for a detailed write-up. (https://ME TOKEN.net/ME TOKEN_whitepaper_SC.pdf?v=3.4)
這是個非常好的問題。我們花了很多時間創建的去中心化代幣經濟，可以減少濫用行為，讓有心人士很難在系統中犯規。首先，僅僅把自己的內容連結到平臺上并不會賺取任何代幣。至于那些創建各種身份，來大量點擊自己的內容的人，我們通過采用基本標準KYC措施，來驗證一人只能擁有一個帳戶，來解決這個問題（例如通過Facebook的提供登錄，電話號碼驗證等）。
再來，仍然有一個問題，就是通過機器人自動化，大量點擊Like其他人的內容以賺取代幣。我們通過限制每日的點擊Like數的最高獎勵額度（意即：一旦達到本日最高獎勵額度，點再Like多也不會賺更多代幣），來解決這個問題。您還可以查看我們最新的版本或白皮書，以獲取詳細的說明。（https://ME TOKEN.net/ME TOKEN_whitepaper_SC.pdf?v=3.4）
藍海財經： 據悉，Style.me 垂直于時尚領域，以定向廣告機制，為內容創建者授權并激勵更多用戶去發掘時尚、共享時尚，用戶因其生成內容所引發的參與（如分享、按贊）而獲得相應 Me Token 作為獎勵，實現了“為用戶數據付費”，用戶利用Me Token再進行購買折扣。那么，能否列舉一個具體場景，說明 Me Token 是如何在用戶方、影響者、品牌方之間實現合理流通的？
repeating the detail of targeted advertising related to user’s opt-in data, and resulting in being reward for opening up personal data, and users can use Me Tokens for purchase discou….Can you provide a specific example about how ME TOKEN flows between users, influencers and brands?
Sure. Let’s say you are a content creator on the Style.me app. You now create a piece of digital content, i.e. a picture showing you wearing a new outfit. This content will drive engagement (Likes and Comments) and you receive Me Tokens for that. Now, one of your followers likes your outfit and contacts you because she wants to know similar outfits you can recommend for her to wear for a special occasion. You have a video chat with her to give her advice and charge for this advice with Me Tokens. The user ends up purchasing the outfit you recommended with will generate a Sale for the Brand offering the outfit and will earn you affiliate sales. The user leaves a comment on your outfit and earns Me Tokens for that.
好的，讓我舉一個例子。假設您是Style.me應用程序的內容創建者。您現在創建一段數字內容，例如您穿著新衣服的照片。此內容將促進其他用戶參與度（點擊like和評論 ），你因此收到Me Tokens獎勵。現在，你的一個追隨者喜歡你的穿搭并與你聯系，因為她想知道你是否能推薦類似的服裝，以便她在特殊場合穿著。您與她進行了視頻聊天提供建議，對方則是支付你Me Tokens作為交換。
對方最后購買您推薦的服裝，為品牌帶來銷售，您也獲取了聯盟銷售。此用戶則是對您的穿搭照片發表評論，并為此獲得Me Tokens。
大師兄點評：那這是內容達人，普通用戶，平臺以及服裝商的四贏局面？這個真的太棒了，共贏才能長久，才會更多的參與度。
幣圈投資家：您好，針對ME TOKEN生態代幣情況，我想請問一下ME TOKEN具體與新平臺的長效合作機制是什么？怎樣才會讓新平臺與ME TOKEN互利共贏。
Regarding the ecosystem of ME TOKEN, can you provide more practical and specific strategies for long term collaboration with other platforms? How to create win-win situation for both ME TOKEN and other platforms?
We believe that there are lots of synergies between different, vertical specific platforms. For example, a content creator for Fashion oftentimes also creates travel related content. So a travel related social economy that customizes the user experience around travel can tap into this user ，if that user allows.
It’s a win win for everyone: the content creator gets an additional, specialized channel to market their content, the Me Token can get a referral fee from the additional platform and the additional platform gets a new user at low cost.
我們相信不同的垂直特定平臺之間存在很多協同。 例如，Fashion的內容創建者通常也會創建與旅行相關的內容。因此，與定制旅行體驗的相關社交商務平臺，就可以利用該用戶（如果該用戶允許）。這對每個人來說都是雙贏：內容創建者獲得了額外的專業渠道來推銷他們的內容，而Me Token可以從額外的平臺獲得推薦費用，而此平臺以低成本獲得新用戶。
大師兄點評：這一點與美團和大眾點評有點像，想必METOKEN借鑒了這類公司的經驗，博采眾長。
區塊鏈智慧谷：我們看到ME TOKEN雖然首發的是STYLEME這個平臺，但是ME TOKEN其實是一個生態代幣，未來將會流通到其他平臺。因此我的問題是，這些新平臺用ME TOKEN的動機在哪，或者說對新平臺的好處是什么？
As mentioned in the whitepaper, ME TOKEN starts from Style.me, and will be applied to other markets/ platforms. My question is what is the motivation for other platforms to utilise ME TOKEN? What is the benefit of using Me Token?
Bootstrapping a Social Media / Social Commerce company is very hard. By adopting the Me Token companies who want to kickstart their community for other verticals outside fashion (e.g. Travel. Home & Living etc) can tap into Me Tokens user base (if the users allow this) and utilize the Me Economy to start up their communities more efficiently.
要讓社交媒體/社交商務公司成功本身非常困難。時尚以外的其他垂直行業（例如旅行，家居和生活風格）若想要創建社群，可使用Me Token系統，來獲得Me Tokens用戶群（如果用戶允許）并利用Me Economy讓社區營造更有效率。
大師兄點評：METOKEN此時作為代幣還是強化的是其社交屬性。
黑貓讀幣：您好，我們知道現在很多名義上的區塊鏈項目都是強行上鏈，因此我想請問項目方，您認為這個項目需要區塊鏈技術解決的最大的痛點在哪？
We all know that a lot of ICO “blockchain” projects just force the use of blockchain, please tell me what is the biggest pain point solved by blockchain technology in ME Token project?
We will distribute user data on a distributed file storage (such as IPFS) and have the immutable and trustless blockchain manage the rights over the user data ownership. Only the users hold their private keys to access the data and decide who to share the data with. Thus we are giving the control over their data back to the user.
Other Use Case are: 1) rewarding content creators for work by paying them in Me Tokens for driving engagement through their content. 2) decentralization of governance, where the community decides e.g. about what content is malicious and takes it down in a self-governed fashion.
我們將會把用戶數據分散在分布式文件存儲（例如IPFS），并利用不可變和無信任的區塊鏈，來管理用戶數據所有權的權限。只有用戶持有他們的私鑰才能訪問數據并決定與誰共享數據。 因此，我們將對其數據的控制權交還給用戶。
其他使用案例包括：1）使用Me Tokens來獎勵內容創建者（獎勵他們創造內容以及促進社群參與）；2）治理權力下放，社區決定例如哪些內容是惡意的，并以自治的方式將其刪除。
大師兄點評：其實社交巨頭FACEBOOK的數據門事件以及電商巨頭淘寶的惡意評論事件都是現在電商和社交存在的痛點。
幣市晨讀： 據了解，Style.me 擁有一項專利級科技成果，能讓消費者于購物前先在虛擬試衣間，透過個人化的虛擬角色試穿衣物。通過算法機制以讓參與用戶獲得更精準的試穿推薦，增加作出正確購物決定的信心。那么請問：在參與的過程中，Style.me對于用戶隱私如何做到有效保護呢？
It seems that there is a virtual fitting room tech involved and it is said to give shoppers confidence to make purchasing decision. My concern is how do you effectively protect user’s privacy?
Very good question. We will decentralize user data ownership. This means that user data will be stored on distributed file storage (such as IPFS) and not on servers we own. The ownership of the data and access rights to the data will be recorded in an immutable fashion on the blockchain. Initially, only the user who owns the data has access to it and can decide who to share this data with. If they decide to share the data they will be incentivized by earning a share of revenues.
非常好的問題。我們將去中心化用戶數據所有權。這意味著用戶數據將存儲在分散式文件裝置（例如IPFS）上，而不是存儲在我們擁有的服務器上。數據的所有權和數據的訪問權限，將以無法改變的方式記錄在區塊鏈上。
本質上，只有擁有私人用戶才能訪問該數據，并可以決定與誰共享此數據。如果他們決定分享數據，將能賺取相對的收入。
大師兄點評：大家都比較關心數據泄露問題。我想這個靠人性或者道德的約束短期內應該難以實現絕對的保密，就如FACEBOOK這類大公司也存在泄漏用戶數據的問題。我想從根本上只能靠技術去解決，期待區塊鏈技術在數據保護上的革新。
幣掌門： 您好，我的問題是，現在的購物中，真實質量是個難點，那么ME TOKEN的社交商務中，如何利用區塊鏈解決真實物品的質量問題呢？
For online fashion shopping, making sure cloth quality is good has always being a big challenge. How can ME TOKEN use blockchain technology to solve this pain point?
This point is tackled indirectly through the governance of the community. At a later stage, users will be rewarded for reporting and taking down bad content which could also include fake products or low quality merchants. They are being rewarded for that work with Me Tokens and are being elected by the community.
真實物品的質量問題會間接通過社區治理解決。在稍后階段，用戶將因提報或刪除不良內容，如：山寨品或低質量商家，而獲得獎勵。管理內容的用戶是由社群選出，并執行任務而獲得Me Tokens。
大師兄點評：社群帶來志愿者的廣泛參與，當志愿者發現并舉報不良內容或山寨時，可以獲得代幣獎勵，我覺得這樣可以極大的提高用戶的參與度，發揮廣大人民群眾的智慧，激勵機制是區塊鏈或者數字貨幣的一大優點。
鏈博士： 您好，研究了一番白皮書，感覺模式非常新穎別致，但有個問題不是很明白，ME TOKEN在整個購物環節中，起到了什么樣的特殊作用，怎么和購物有效結合起來的呢？
I am not very clear about what kind of role does ME TOKEN play in the shopping flow, how do you effectively integrate ME TOKEN into shopping experience?
The shopping flow is actually separated from the Me Token. Initially, we do not force Merchants to accept Me Tokens for shopping. But we do force them to use Me Tokens if they want to advertise on the platform. Also, when content creators refer Sales, they will be rewarded for that with Tokens.
購物流程實際上與Me Token分開。最初，我們不會強迫商家接受代幣交易。但是如果他們想在平臺上做廣告，我們會強迫他們使用Me Tokens。此外，當內容創建者引入銷售時，他們將獲得代幣作為獎勵。
區塊鏈大鵬： 現在越來越多的大品牌會找微博，或者公眾號大V合作，像papi醬這樣，如果公司和大V之前利益價值都用代幣流通可以嗎，但看到ME TOKEN的經濟模型中還是有法定貨幣的參與，請問這是否有悖于區塊鏈去中心化的特點呢？
More and more fashion brands work with Weibo and/or super influencers, like Papi Jiang. Is it possible brands reward influencers by token? However, in the ME Token economy, I see fiat currency in the system, isn’t it violating the goal of decentralisation?
The goal of Me Token is not to connect brands to super influencers. Generally, we see a strong trend that the impact of super influencers is shrinking and that brands are moving away from one-off campaigns with celebrities towards establishing long term relationships with Micro Influencers (less than 30-50k followers). The Me Token offers most value to Micro Influencers. Fiat Currency can be used by advertisers to buy tokens off the market and then use tokens for advertising. Sorry if that came across differently in the whitepaper.
Me Token的目標不是將品牌與超級影響者聯系起來。一般來說，我們看到一個明顯的趨勢，即是超級影響者的影響正在縮小，而且品牌正在從以名人為主的一次性活動，轉向與素人影響者建立長期合作關系。（小于30-50k粉絲）
Me Token主要為素人影響者提供價值。廣告商可以使用法定貨幣來購買代幣，然后使用代幣進行廣告宣傳。如果白皮書沒有明確傳達，請見諒。
大師兄點評：以前是明星的網紅經濟到現在抖音的全民造星，METOKEN大的思路應該是完美契合當下的趨勢的，是，每個人都是一個獨立個體，強調個性。
幣園： 您好，在電子商務領域很多人認為已經是紅海市場，但拼多多的出現其實證明了細分電商領域仍有很大的機會。拼多多的成功從人性角度分析我認為是抓住了人性七宗罪的懶惰與貪婪，那么基于此，我想請問從人性角度分析，您認為ME TOKEN項目抓住了人們的哪個弱點？
As we all know that ecommerce is already very competitive (Red Ocean), however the success of Pinduoduo proves that there is still opportunity for niche market. Pinduoduo focuses on human weaknesses - laziness and greediness. From this point of view, what kind human weakness does ME TOKEN grab?
Since you are mentioning Red Ocean I assume that you have read Peter Thiels from 0 to 1 and are familiar with his Theorems. So you are probably also aware of his statement that a great company should be 10x better in terms of a key customer benefit than competitors. With the Me Token we have created an economy where content creators can earn about 15USD per day based on the main sale token price just for engagement their content drives while they get 0USD at traditional Social Media Players. So content creators want to be rewarded for their work which is achieved through our reward system. Consumers want to see inspiring outfits and shop them straight away to get immediate satisfaction and that’s what we provide.
既然你提到“紅海”我假設你已經讀過Peter Thiels的「從0到1」并熟悉他的定理。所以你可能也注意到他的說法：一個杰出的公司在某關鍵客戶利益（customer benefit），應該要比競爭對手好上10倍。通過Me Token，我們創建了一個經濟體，讓內容創建者發布內容，與其他使用者互動，就可以每天賺取大約15美元（根據主要銷售代幣價格）。相較于傳統的社群媒體，內容創建者無法藉由創作賺取任何收入?？傊?，任何希望藉由創作獲得獎勵內容創作者，能通過我們的獎勵系統而達成。至于一般消費者，他們希望看到很棒的服裝，并立即購買，獲得立即滿意（instant gratification），這就是我們提供的。
大師兄點評：一個杰出的公司在某關鍵客戶利益，應該要比競爭對手好上10倍，就是對關鍵客戶的體驗感，要比競爭對手好十倍。
作者：玖四社區
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