World Cup theme online auction case of cold

Ya-Chang Art jointly launched Taobao recently launched the "Taobao Ya-chang" World Cup art gift special case of cold, the flow rate of more than 60%. ArtLong Art Network Marketing Director Cheng Lu said the auction turnover less than expected.

It is reported that this "Taobao Ya-chang" World Cup art gifts to collect the theme of this World Cup, a total of 52 works from over 30 young artists from all over the country participated in the auction, the final deal 20. Among them, the highest bid for Guo Degang's virgin paintings, eight placards online, the transaction price of 4300 yuan.

Auction auction aimed at Taobao audience, the World Cup 'fans' set of art consumer auction special, jointly by Taobao, Artron Art Network, Beijing Hanzang culture and arts agencies for the auction for the first time Ya-Chang joint online auction site, with Taobao' auction Will 'platform for event water marketing, the overall turnover was 38.5%. "Cheng Lu said.

Beijing Commercial Daily reporter learned that, from the solicitation of works, the artist's creation to the auction of works, the World Cup special auction time less than a month, although Taobao in the "auction" set a lot of thematic pages to promote access to a lot of exposure, But the time for the art auction is still tense. "Although we have done some promotion in Weibo and WeChat, users can not directly click into the auction page due to WeChat's restrictions on Taobao links, which will have an impact on the auction conversion rate. In addition, due to the time limit for collection, The content of the topic of World Cup did not enter the field of art creation. "Cheng Lu said.

It seems the industry, Taobao users lack of awareness of the auction is the main reason for the generally low turnover rate. From 2011 May Taobao auction on the line has been more than three years, but hid Taobao home of the bottom, the industry said that "online auction only provide pictures and instructions, the user is difficult to determine the authenticity and value, unless the well-known artists Or auction company pushing, or even popular topics such as the World Cup can not escape the destiny. "

Cheng Lu stressed that in the future there will be a similar cooperation between ArtAsia.com: "Ya Chang and Taobao are both online platforms, and online auctions are an attempt by both parties to grafting online resources. In the future, online auctions will be more refined understanding of Taobao users Such as increasing the introduction of works and artists in more detail and raising their awareness. "

Beijing Commercial Daily reporter Lu Yang Li Bo containing