The art of electrical business model is not mature: difficult to have a big act?

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

Lin Jianrong

"The real collectors have to adapt to the slow pace, the rhythm of a disorderly." Own collection or not to buy online, relying on the net to buy collectors generally can not really enter the collection circle. "Liang Zhiwei, a senior Tibetan family who has been in China for more than more than 30 years, told the first financial daily newspaper that he had never bought a collection on the Internet.

The above collectors ' remarks partly reflect the current view of art collectors as a way of showing the art-dealers ' views, which is one of the reasons why the artists have been trying for years to remain tepid. Besides, what are the points and bottlenecks of the art dealers?

The size of an electric dealer that never broke out

When it comes to art dealers, many people immediately think of the famous art network trading platform, such as the Chuangda online, the Golden Age collection net, Bo Bao net and so on, while the art portals such as the art and Arts International also have art trading platform. In addition, integrated E-commerce enterprises such as Taobao, ebay has also opened up art trading channels. More noteworthy is that some art old also began to test water network transactions, such as the West Cold India, Liulichang, and so on, and even some artists themselves in Taobao open shop, set creators and distributors as a whole.

A stroll to the art trading site can be found, online business art has gradually become a situation, they have been from the online art trading platform to the category of professional auction platform, this change is not a sign of the art of E-commerce will be like group buying NET, return to the net E-commerce forms, such as the onset of scale?

Another set of data: In June this year, the Ministry of Culture marketing department published the "2011 China Art Market Annual report," said that 2011 China's art market transactions amounted to 210.8 billion yuan, ranked first in the world, annual growth rate of 24%, of which art online turnover of 1.2 billion yuan. The report argues that the art network trading has become a consensus, a breakthrough in the traditional trading model of the new attempt.

The Ministry of Culture report shows that the art market this cake has been gradually bigger, and online transactions of the amount of art also take shape. But how many pieces can each art dealer share in this field?

Data from the Zhao online show that 2009 company performance breakthrough 58 million, 2010-year performance broken billion, 2011-year performance is close to 400 million yuan. In the first quarter of 2012, Zhao Chung online performance has exceeded billion, the growth rate exceeded expectations.

If the data is true, then the pattern of the art electricity market seems to be easy to see clearly, that is strong and strong, weak weakness.

Although the data on Zhao's online looks strong, limitations cannot be overlooked. Zhao Online marketing manager Lin in an interview with the reporter said: "Zhao online positioning is for the collection of large, collection of relatively low average price categories, these collectors in the pyramid in the lower part of the transaction frequency is relatively high, more suitable for E-commerce platform." "Lin believes that high-end customer groups have not been the target customers of Zhao online, because they are the people who collect the top of the pyramid, perhaps only thousands of people, and these collections are not frequently traded again.

But these people at the top of the pyramid, perhaps the 2011 art market transactions amounted to 210.8 billion yuan consumption of the main body.

Analysys International E-commerce analyst Shou sent to the newspaper reporter said: "No matter what form of art have the opportunity to trade through e-commerce, but it is undeniable that, from the current situation, the art of the market space will not be very large." "Shou sent that the traditional sense of art value is too high, through the Internet channels to achieve business, short-term look is not appropriate."

The Tibetan family has default guest list limit

Each kind of electronic commerce has its own fixed mode of operation, the art electric business is no exception. Industry insiders, art online trading site operation is no more than 4 kinds: first, the auction company organized the auction, the works to determine the lowest price or no reserve prices, and then online auction, and the second is to provide trading platform and not directly sell artworks, most of the domestic art trading sites are used in this way; third, the author and the Web site cooperation, The author will hand over the works to the website, sell it on the internet, and set up an online gallery, promote the painter through the website, and make a long-distance mail order or direct sale.

And no matter which way the "electric shock" is taken, each art collector seems to have set a quota for its own trader. If it were not for a large auction such as Christie's and Sotheby's, this would seem to be a pitiful amount.

Shanghai Ancient Jade Collection Connoisseur Hui in an interview with this newspaper, said: "Although I often buy the collection online, but the limit is 5000 yuan, more than this amount of the collection I will not consider." ”

According to Hui, online shopping is actually a very easy to recruit things, relying on the seller posted photos can not be fully identified. Although they have seen a lot of collections in the long term, and many of the time for others to do the identification is also through the form of online, but just started to contact the art net shopping, the frequency of drilling is still very high.

Liang Zhiwei also showed an attitude of distrust in the art of online shopping. He had never bought a collection on the Internet, and he suggested that the price of a guest list should not exceed 2000 yuan for the people around him.

"Online sales of art are relatively low-grade, this sentence is very easy to understand, in exchange for thinking, no collectors will put the quality of the collection online to sell, so do not want to buy good." "Liang Zhiwei believes that the collectors who trade online are doing business with the mentality of playing, not to collect." and online trading of art prices have actually exceeded the price it should have, because the electronic commerce is now expensive advertising.

The mode of art electrical business is not yet ripe

It is understood that the art network transactions in the laws and regulations still exist a certain gap, bidders collusion hype, bidders and auction companies collusion and other phenomena in the domestic auction industry has occurred.

"One of the limitations of the art dealer is the trading environment and legal restrictions, according to the current law of our country, if the antique has the age limit the trader is the latent suspect, therefore the Tibetan family generally will not be too aboveboard to do this thing; Moreover, the art uniqueness is very strong, cannot the large-scale development, moreover, now the profession is the folk leackage mainly, The process of transformation is still to be perfected. "Hui believes that the scale of the art of electronic commerce is difficult to grow in fact there are many reasons, and these reasons are largely not e-commerce this mode of problem, but the art market itself problem."

In addition, the development of e-commerce to a large extent, but also to consider logistics issues. Art transport and general merchandise transport still have a big difference, if the value of art can not be identified, it will not be able to solve the art of transport damage to the follow-up compensation problem.

Changhao, an Internet analyst, told our correspondent: "The valuation of crafts through the Internet is not accurate at present. Take the oil painting as an example, the light of the photograph may have a great effect on the color of the final online display to the seller, and the subsequent transportation will be difficult to solve if it is damaged. ”

Hui said that he had purchased a work of art on the Internet, deliberately to remind logistics to transport carefully, but after receiving courier found that the ancient jade broken into sections, and they did not claim, but silently.

"The process of domestic claims is inherently troublesome, and an ancient jade, which seems to be worth millions of to the collectors, is a stone to outsiders." "Hui that the security of the collection by courier is not too much to worry about, because the courier may not know the value of this thing, but also because this led them not to treat art, operating level to be improved."