Is it a performance or a real rise in the movement of art dealers?

Since 2000, when the first Chinese art Electric Company---------------------China's art electric dealers have gone through 15 years, from the beginning of the annual turnover of less than tens of millions of total turnover of nearly 1 billion, art has become an important part of the At the end of 2013, mobile art in micro-letter, Taobao and other platforms began to sprout, the major art of the electric business also unwilling to be outdone, have announced the move into the field of mobile electricity. For a time, the micro-credit auction group, mobile power business APP has been released.

For mobile electricity business, the industry has a certain degree of controversy, some people in the industry that mobile art will reach or even more than traditional art sales, become the most important art marketing means in the next few years. However, it was also argued that while the art dealers are still exploring the profit model and the market positioning, at this time the mobile electricity business is more just "explore", the art market needs not to need mobile electricity, the mobile electric business is suitable for art sales of most customer base is the future industry needs to observe the direction.

An artistic carnival by "brother-in-law"

This spring Festival, "artistic brother-in-law" suddenly become the hottest word in the art circle. "Artistic brother-in-law" from the art circle often accurate material "sister", but in the mysterious "Sister Art" is still in the industry guess who is the mouth, "art brother-in-law" but turned out. and "Sister Art" different, "art brother-in-law" group master-Shanghai Wang Sheng Auction Electronics division director Hu She at the beginning of his identity. This is also the beginning of the community only by celebrities to issue small amount of red envelopes for everyone to Rob, then based on the establishment of "artistic brother-in-law Micro-beat group." In the spirit of professional and entertainment coexistence, "art brother-in-law Micro-beat group" in just a few days time, held a number of auction works, 73 pieces of work, sold 73 pieces, the turnover rate of 100%, the total turnover of 226,000 yuan, the maximum unit price of 31,500 yuan. Therefore, the "positive energy" brought by the micro-credit auction is widely concerned. Similar to "brother-in-law's micro-letter auction", the "art racket" public number and the "art and wheat Micro-shoot group" and other micro-credit auction has been beyond the traditional channels of good business results.

Hu She's definition of micro-credit auction refers to the use of micro-credit public platform, by the auction party to the information and pictures of the products to the public platform and the circle of friends, attention to public accounts can be returned by bidding. Unlike traditional art dealers, in addition to the micro-credit auction with easy entry, convenient and fast, such as the advantages of the art, micro-letter "friend Circle" more private characteristics of the art of the most difficult to resolve the threshold-trust from the beginning to stand in a higher starting point. Like Hu She is not worried about the establishment of trust between buyers and sellers: "We all know, rely on the credibility, do not need security." 」

New and old art merchant beaches and mobile interconnection

Compared to the micro-credit auction platform is a lot of acquaintances between business, the other direction of art mobile E-commerce is through the development of the app (mobile application client's initials), and design suitable for mobile client operation of the sales model to obtain benefits from the wider population. Domestic auction giants Ka Tak, Poly and the oldest art electric Shangzhao online, ka Tak online and so on have been on-line related clients, Sotheby's, the client's Chinese version of the development has been put on the agenda. And Taobao, Amazon, Beijing East also in their own APP online art channel. More reliable news, watercress, ireader, everyone and other users of the larger Internet companies are also actively engaged in the sale of art derivatives, are developing related functions.

There are two different business strategies for mobile clients that have appeared on the market at present. such as Ka Tak, poly and other traditional racket enterprises, more attention to the APP can be pushed daily direct market dynamics, the introduction of major products, such as channel functions, so that customers to maintain the attention of the market. And many traditional electric dealers, such as Ka Tak Online, Zhao online and Taobao, tend to sell directly on the handset side, and develop the corresponding payment means. And watercress, everyone and other social networking sites, more through the new and old artists Word-of-mouth and animation, film scoring system, the introduction of related art derivatives sales.

Another large group of mobile clients is the artist studios, galleries, Art Expo set up by the APP, mainly foreign institutions and artists. These apps currently have few Chinese versions in the country, but their transactions are also more active. Japan owns Nara, Tengzigou, Kurumada and other artists such as the "Primary School" group and the European Teaf Expo APP already has more than 200,000 registered users, direct or indirect sales of art and surrounding products up to tens of millions of dollars.

Mobile electricity trader encounters technical bottleneck

such as micro-letter auction, APP auction ... The increasingly fiery art of moving electronic commerce seems to take less than a year to flourish from the bud. However, many people in the industry told reporters that in the last year of operation, they also found the current development bottlenecks, the problem is mainly focused on the speed of development, technical support and user experience. Art market watchers say that the move is not fast in the circle compared to fast-moving consumer goods such as Beijing-east and shop 1th.

Although the public number of micro-letters, represented by the "art racket", was established less than 8 months ago, it has achieved more than 6 million of the turnover. Mobile client and micro-credit auction, the advantage is that through a reasonable layout design to extract the most important from the vast amount of information to push, but also need to users, the means of payment relocation. The current online app has failed to classify mobile end users, and the current version of the app is just moving the PC-side page to the phone. and foreign counterparts dedicated to different ages, different preferences of users to carry out accurate push compared to the domestic art mobile electrical business needs to do the "internal strength" seems to have a lot.

The prospect of the art mobile electricity business is doubtful

According to the Ministry of the 2014 report, the domestic mobile internet users have reached nearly 700 million. Mobile internet users have surpassed PC Internet users and become the most important access to the Internet. Taobao Auction channel director Wang told reporters that art is not only a commodity and different from ordinary goods, mobile electricity compared to ordinary offline channels and PC side, the main advantage is more accurate, interactive, resulting in better marketing results. Smart terminals are more viscous and integrate the consumer's fragmented time. People are now highly reliant on handsets, tablets and other products, and mobile operators meet the needs of consumers to buy anytime, anywhere.

Once in the Ka Tak online, Jingdong, Taobao, and other domestic large electric dealers for many years, senior Internet market personage He Jianbo that mobile art electric business than traditional art, the so-called advantages of the basic similarities, but the disadvantage is more obvious. At present, the core advantage of mobile power companies is the fast payment and GPS positioning business system, and these two systems are more suitable for quick taxis and food consumption near. Even if the mobile online shopping, but also more suitable for the following small transactions, for thousands of or even tens of thousands of dollars of art, the mobile power provider does not have any advantages, even in the limited flow and screen size, and can not provide customers with effective reference to judge the basis. "It is not necessary for a person to think of art as a mobile operator, because very few people buy it, the IPad client is better, but it also provides information that does little to enhance the transaction." As for the enhancement of user viscosity, is wishful thinking. Mobile electric business is still in the stage of burning money, fast, taxi and other apps are also rely on a large number of subsidies to occupy the market, and the use of subsidies after the cancellation of the rapid decline in the user's viscosity can be difficult to establish. 」

Liu Dizhou, director of the Auction Research Center at the Central University of Finance and Economics, believes that mobile e-commerce, such as micro-credit auctions, has limited impact on the market. "More like a friend of the game, everyone together is very easy to participate in, but also more suitable for charitable auctions." Probably like Weibo, the popularity of a period of time passed, not a lasting way. "In his view, the current art of micro-letter auction has a clear commercial nature is still difficult to say, if you want to bigger, but also need to improve the technology platform and logistics platform as a prerequisite." He added that the entire online auction, including electricity dealers and micro-credit auctions, was only a supplement to physical auctions.