Experience economy is popular, how to deal with artistic electric business

When it comes to the economic heat of the past year, "experience economy" may not be the one to go around.

Especially in the current, art electric dealers "before the Tigers, after the pursuit of", galleries, auctions, fairs and other traditional offline art transactions such as the tiger in front of the block, firmly occupy the art of trading more than 90% of the share; behind Taobao, Suning, Gome and other old electric dealers chase, eyeing. There is no denying that these works are not very good electrical manufacturers, most of the collectors do not buy online transactions, so, the transformation of experience marketing, the experience of the economy has become the main way to break the current dilemma of the art of the electrical business.

Joseph Pain and James Gilmore, an American economist, published the book "Experiencing Economics" in 1999, thinking that people are moving towards an era of experience economy, and that experience economy will replace service economy. Enterprises to serve as the stage, to merchandise as props, consumer-centric, to create the consumer participation, worth the memory of the activities of consumers. In the process of consumer participation, memory has long retained the experience of the process. If the experience is good, I am not, can not be copied, non-transferable, consumers are willing to pay for the experience.

Today, some art dealers such as Hi Store, Hihey, has begun to try to "experience the economy", initially made some gratifying effect, from the line to the line, they open up the artist and the Tibetan family between the blind spots and obstacles, the establishment of trust, the harvest of happiness, and ultimately lead to consumer cooperation.

Hi Store

"Hi Store", relying on the "Hi Art" and hiart.cn media advantages set up an offline experience media "Hi21 New Art Market", a young artist's exposition. The exhibition booth is open to artists free of charge, through the selection and communication of expert team, for most works have reached a certain degree of maturity, but has not entered the gallery view of outstanding artists to provide a communication with the outside world, and access to trading platform. Online exposition and online "Hi Store" electric business platform for deep cooperation, to create a very distinctive "art fair." Most of the collectors are interested in the "Art Market" exhibition form, which is a free choice of space, with the traditional bazaar leisure pleasure, a large number of new art works to choose from, the experience of young collectors is to do "originality."

Hihey

April 12, 2014, Hihey in Shanghai 1929 Art Space held a creative O2O Offline arts Festival--hihey art full-circle Shanghai exhibition. At the exhibition site, hihey the artists directly to the front desk, so that artists and collectors for the first intimate contact, this face-to-face communication has not only enhanced the art experience of the Tibetan, but also a good publicity for the artist. Following Shanghai, these artists will follow Hihey to visit Guangzhou, Beijing, Chengdu and other cities. From line to line, Hihey the O2O mode (online to OFFLINE) through ART OFFLINE. From this point of view, Hihey has been far ahead, the United States, Suning, Ka Tak Online and other works of art online auction system has been established, has not been involved in the development of offline experience.

In essence, experience is an objective psychological need of consumers, "from tangible consumer goods to buy feelings", each person, or more or less have such psychological needs.

Especially for art such as "spiritual food", experience is particularly important, the Tibetans may lack of a certain aesthetic, appreciation of the ability, which requires the art of electricity online under the creation of an experience of the cultural atmosphere, the church collectors how to appreciate art, accept art, so that the final fall in love with art.

Therefore, the experience of the economy beyond the traditional economic form, so that the art of the brand, culture, ideas can have more channels for transmission, or even to a certain extent, the future of the art of the commercial ecology of the electrical business.