What is the status quo of the electric business giants entering the field of art and electricity?

From the summer of 2013, China's Su Ning, Gome, Taobao and other electric giants have been high-profile announced into the field of art, to a year at least 200 billion yuan of the art market salivating. Now that a year has passed, what about their development? We only take Suning, Gome, Taobao as an example, one by one to analyze.

Situation

Today's Suning art platform, is actually just suning Tesco's auction channel, the auction on its platform is provided by another company on behalf of the operation, only a joint venture, Suning itself does not have an independent platform. We in Suning easy to buy the homepage of the website is difficult to find access to the channel link, this auction channel is also in a nominal, it is estimated that this channel has become a discarded child.

"Country of the United States" is Gome's art electric platform, most of the works of art is plaintext trading, art types are also less, to traditional Chinese painting and calligraphy art. In essence, the beauty of the country is more like a large gallery website, and it does not form a complete ecological system of art online trading.

Taobao auction is a lot of Taobao to build an online auction platform, which is based on judicial auctions and treasures auction-oriented. According to the recent participation Taobao auction merchants to reflect, Taobao auction Q1 's turnover has passed 10 billion, relying on Taobao huge traffic, this result naturally understandable. However, the judicial auction is by the national courts and Taobao cooperation in dealing with the assets of the platform, possession of congenital advantages, the proportion of this turnover is very large, and the share of art transactions pales.

Analysis

There are thousands of art dealers in China, but only a few of them are really profitable and maintain a good momentum of development. According to the China Auction Industry association released the "2013 Auction Industry Blue Book," the 2013 auction industry in China for the first time to break the auction amount of 700 billion yuan, which, The auction turnover amounted to 31.383 billion yuan, the proportion of the net auction is very small, but it also means that the development of the Chinese art electric business is still in the initial stage and the development space is huge.

However, these electric power companies, whether from the financial strength, or operational capacity is very strong, but why delay still pry the traditional art market lever it? What kind of unspoken rules are there in the art market?

The art market does not have an unfathomable unspoken rule, nor a lever to pry, but for a moment they have not found the fulcrum of exerting force.

First, art is not a general commodity, or even high-end than luxury, because art is not replicable, can not be mass-produced, compared to general merchandise when material properties, art has a spiritual attribute in it. Nowadays, most of the electronic business has neglected the spirit of art, trying to rely on the traffic advantage of the platform to intervene in the art platform, the lack of the art audience groups of edification and training, and the general public most have not formed the habit of consumption of art, it is difficult to direct purchase of art.

Secondly, when it comes to the the first thought is to sell books, mentioned Gome, the first thought is to sell electrical appliances, mentioned Taobao, buy cheap places, these are the electric business platform to create a trading scene, or can be called trading atmosphere, can also be called a genetic attribute. These are not in harmony with the art trade. We look at the auction under the line, from the receipt of the auction list, research directory, to see the preview, on-site auctions, transactions have a certain degree of rules and order, has been in the vast number of collectors have formed a certain psychological habits, this is an auction in China's development over the past more than 20 years has formed a purchase experience. The electric companies, including Taobao, who have entered the art industry rarely take into account these, in an attempt to directly share the auction under the online auction, which is not realistic. Without an artwork online trading order and scene, how does an art online transaction proceed?

Third, China's first local contemporary art collectors are mostly self-made entrepreneurs, real estate developers or other areas of success, they are online auctions loyal group, for a long time it is difficult to change their own front. But we were pleasantly surprised to see, to whenever, generation, and so on behalf of the young collectors have entered the collection field. According to the 2013 annual report released by the art Insurance company Hiscox, global artworks have online sales of $870 million trillion, less than $56 billion trillion in global art deals and a huge potential for development, with 72% of the online retail of artworks being the new collectors. However, most of these electrical dealers are focused on developing art, artists, or businesses, the resources of the new collectors are less support, do not find ways to retain these "wealth of fortune", to know that these new collectors are all works of art to pursue the direction of the art of the future of the electrical business.

Solution

So, how should the existing electric business enterprise solve the dilemma of the Art Electric Company? Here is just an example of Taobao auctions. In addition, Taobao auction under the judicial auction does not belong to the category of art, is not in the study of the list.

Taobao auction today's thinking framework is only a single line of services, from the merchant to the platform to customers, but not more in-depth comments, social, circle and other multilateral community platform mechanism. The transaction evaluation system involved only the two poles of business and customers, the main body of art transactions, including artists and art evaluation system has no system construction, and these are the art transactions in the important reference conditions, it is a big regret. But, based on the big platform of Taobao auctions, it is difficult to make special adjustments to artworks, it is recommended that Taobao consider the art as a separate platform for in-depth, systematic expansion, its status and the same level as the cat, so as to from a simple trading channel platform to the multilateral art trading ecological circle transformation. This is based on the flow of Taobao, Alipay credit system, as well as eco-art trading platform, Taobao's art of the road to the electrical business can occupy an absolute advantage.

According to statistics, Taobao auction will rely on the flow of Taobao support, day Click UV20 million, engage in large-scale activities peak can reach click UV50 million, these figures for the current domestic other works of art, almost cannot surpass. However, Taobao has always been difficult to get rid of the "fake" suspicion, live in Taobao Taobao auction will inevitably cover in this shadow. Unlike the day cat, Alibaba is to build a brand mall, from the root of the establishment of the brand credibility of the cat. If Taobao auction does not change itself from this root or reshape its credibility, high-end art will not be large-scale entry, the strength of the art collection investors will not choose this channel, then, in the end, Taobao auction will really be a "Taobao" auction, will not be able to high-end art in the field of electrical business has a real, at best, can only be a pan home level of the "mall", stall goods rampant.

According to the 2012 China Art Market Annual report, 2012, the level of the market, including galleries, art brokers, art fairs, as well as contemporary original arts and crafts, art licensing products, art replicas, art derivatives and other turnover of 128 billion yuan, two-class market (art Auction) turnover of 44.2 billion yuan, First-level market turnover is much higher than the two market.

At present, Taobao auction is mainly based on the two-tier market of art transactions, that is, only to take the form of an auction to expand the art market in the form of online auctions, but there are many restrictions, first, limited the main body of art transactions, must be approved by the business to apply for the online, so the online business is limited, second, The number of businesses also limits the amount of artwork that the platform offers, can not provide a large number of artworks to choose from, third, the positioning of the platform directly lead to the quality of the platform trade art is not high, resulting in the credibility of the platform and the credibility of the slow decline, and high-quality art Online trading platform is gradually further away.

From art appraisal, art payment, art insurance, art finance, art warehousing, art logistics and so on, the art of the electrical business involved in the ecological industry chain is quite large. In addition, as far as art itself is concerned, including about hundreds of small categories of artistic originality, art collection, art derivative and so on, each classification has a large number of collectors, how should these resources be integrated into the ecological chain? As far as Taobao auctions are concerned, they are trying to develop the whole category, using data to speak, Mining the growth of more powerful categories, from the platform audience preferences in a timely manner to adjust the platform positioning, this is a big data routine. And for the entire art online trading ecological circle to establish and comb, has not yet begun, may be more than heart and foothold. But there is no mature online trading ecosystem, Taobao auction will be afraid for a long time will not be able to escape the "Taobao" positioning, and the art market high-quality development is not a bit, then only a group of "speculators" game.