Buy the "healing" collection, you choose online or offline

Reporter Jian Gongbo

The owner APP, which is mainly used by various handicrafts, has opened the spring auction of 2022 a few days ago. Continuous auctions that last until June 24 will bring more than 500 live broadcasts and tens of thousands of lots. In June last year, the total sales of spring auctions of the Dongjia APP exceeded 100 million yuan, an increase of 106%year -on -year; the autumn auction in October increased by 86%year -on -year.

At the same time, the "Evaluation of Twelve National Cultural Relics Art Auction Company in 2021" released by the Chinese Auction Industry Association Art Committee shows that last year, 12 companies in the Spring and Autumn Period of the company launched a total of 436 specials and 58,820 pieces (sets), transactions, and transactions. The amount reached 24.265 billion yuan, an increase of 27.81%.

On the one hand, the rapid growth of the auction APP sales, and on the other hand is the high transaction of traditional auction companies. How will this ancient industry develop in the future?

"Sink" or "upstream"

Born in 1992, Mr. Luo intends to auction a seal on the Dongjia APP to commemorate his year: "I do financial work, and seal represents credit."

If it wasn't through the Internet, Mr. Luo said that he "probably won't walk into the auction for a lifetime." He has served the auction customers, "Even the artworks they are racing are more from the perspective of asset allocation." In his opinion, it is a field that he cannot get involved. "Some auctions will be fast. It's my annual salary. "

The auction of mobile phone has greatly reduced the cost of participation. From Taobao auction to Dongjia APP, the shooting deposit will almost not exceed 1,000 yuan, and most of them only need about 100 yuan or even free. Compared with the various "heavy weapons" at the auction, the items of mobile phone auctions are the young artists and craftsmen, and the price is much more affordable. According to the relevant person in charge of the Dongjia APP, in recent years, the Millions of Millions of Family has a certain number of transactions, but the main transaction price is from 10,000 yuan to 200,000 yuan. Some people in the industry admit that hundreds of people can participate in the "world level" in the past auction, and more than ten special auctions can make people "down". However, hundreds of live broadcasts of the Dongjia APP spring auction can pour tens of thousands of people.

Different from the owner APP who shouted "Everyone is a collector". Although in the analysis of the industry, the number of major auction companies last year "decreased the number of high -priced lots and increased low -cost lots", but the average transaction price remained at 41.25 10,000 yuan/piece (set) high. According to reports, this average price has gradually declined since 2012 to 471,700 yuan/piece (set) since 2012.

Some online auction channels are also trying to move towards a higher -end field. As a few online platforms with cultural relics auction qualifications, in the lots launched by the Dongjia App last spring, there are many Qing Yongzheng gold flour colorful olive bottle, Qing Kangxi yellow purple -green dragon dragon pattern market, etc. Items. Gu Jingzhou, who was selected by the owner of the Dongjia platform craftsmanship Zisha, made the "flat cherry" purple sand pot in his later years.

"Although the price is high and low, the pursuit of spiritual needs is the rigid needs of contemporary society." Mr. Liao, who is engaged in art transactions and gallery curative work, said that many friends during the epidemic reported to him that these collectibles had "healing" Effect: "Whether you are looking forward to the masterpiece of admiring the museum, or a pot of embroidery tablets that can be obtained at hand at hand, you can alleviate anxiety to a certain extent. Auction is just a form, whether" sinking 'or' upstream ', satisfying the satisfaction People's psychological needs are necessary. "

"Playing" or "content"

"What is the original state of this material, how do you think of this subject?" "What details of details need to be paid to?" During the spring auction of the Dongjia app last year, when the jade carving work "Changle" was shot, the author Li Kesheng sat into the live room to introduce creation to introduce creation Experience, answer questions from netizens.

Between the chat, the auctioner interspersed the price and guided the netizens to participate in the auction. In the end, the hammer was 1.22 million yuan. Li Kesheng, who is over 60 years old, has been in the live broadcast room many times during the auction. He likes this way: "You can communicate and interact with users in the live broadcast room to explain the culture and stories behind the works."

The author himself stands out to tell the creativity and the story behind the lot, and it is rare in traditional auction houses. Not only that, through the webcasting, the online auction platform can even live the whole process of the birth of the auction. The Dongjia APP once launched 21 "Lonely Paste" Zisha products in the auction. From drawing mud design drafts to finished product production, the whole process of online broadcast, netizens can bid it by themselves; while some porcelain also starts from the design draft, live broadcast firing live broadcast, live broadcast firing live broadcast, live broadcast firing live broadcasting, live broadcast firing live broadcasting, live broadcast firing live broadcasting, and live broadcast firing live broadcasting. The whole process of the kiln, "Participating in the auctioner is like a" blind box '. Some people can take high -priced boutiques, and some people may take a less good finished product. "Citizens living in Yan'an West Road, citizens who live in Yan'an West Road. Wu Haiyi once participated in such a "blind shot": "Many craftsmen love feathers, and they will send a good one after burning."

"Compared to the current auction APP, the content dissemination may be our weaknesses, but we must have a lot of accumulation of content." The staff of the Shanghai auction enterprise revealed that many authors have died in offline auction houses, but many authors have died, but The staff itself has deep professional knowledge accumulation, which can explain the value of the lot more objectively. "You need to explore the way to communicate directly with customers."

Such exploration is ongoing. When some auction houses are online or offline, they will ask staff or professionals to explain the background and highlights of the lot, and compare the works of the same period to explain the value of the lot. From the perspective of some people in the industry, auction of "gameplay" on online auction may make participants feel fun in the process, but the "content" of the "content" of the lot is an important function of auction house. "Fusion" or "difference"

The latest spring auction directory of Dongjia APP is a lot of lots that can be opened on your mobile phone. Click on the "Chai Kiln Blue and White Fish Gragics Gate", you can not only see the full picture of the lot, but also the appreciation of the shape, glaze and patterns of porcelain, and can enlarge the details of the viewing, and even contain a section 1 1 Dynamic display of minutes.

The auction house in the past, "Lot List+offline pre -exhibition", has been challenged by the epidemic. Since 2020, the pace of the layout of each auction house has been accelerating. According to industry insiders, online pre -exhibitions, online bidding, and online settlement have become the norm, and online auctions have also become an important channel for the "breaking operation" of auction houses.

"Maybe our technical means and online display are not as good as online platforms, but we are professional in the display of the lot." The person in charge of a auction company in Shanghai tells the "stupid method" of online display: work on the work of wearing gloves Personnel, hold the lot to the camera, rotate manual manual, stop at every time you need to explain, and explain the details, especially the identified flaws, and you must raise it in front of the camera so that the participants can see clearly. "Speaking clearly is the most important auction." Some participants also admitted that although such a display does not seem to be "exquisite and cold" in the past, it is absolutely "sincere."

The "subversion" from online is not stopped. In the spring auction of Dongjia APP last year, two lots of transactions with a price of more than one million yuan -jade carving master Zhu Yufeng pro -work jade bottle and Haipai jade carving non -genetic inheritor Wu Zhifa "Tianshu Award" award -winning work, all from platform users Mr. Jin's old collection.

Calling auction is a common problem faced by auction institutions. In the past, the main channels for soliciting auctions for offline auction houses were various museums, art institutions and private collectors, but online auctions opened up new groups -players participating in the auctions.

"Collecting requires the old and new to be upgraded. This law is applicable to individual collectors and even the entire industry." Wu Haiyi likes to collect jade carvings, from "small objects of thousands of yuan" to today's "six -digit small boutique ", Is to continue to buy and sell on the platform. "The online auction platform is also a social platform. Gathering a large number of fellows together, personal collections have social value. Lags are recorded in the platform in and out of the platform, and the concerns of buying fakes are also small."

From the perspective of industry insiders, the future "transaction+appraisal+community+cultural output" will become a new ecosystem for cultural relic art auctions. This round of competition mid -line auction seems to have natural advantages, but the high -quality resources and brand reputation of traditional auction houses Still promising.

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