佳士得CEO:中國(guó)藝術(shù)品市場(chǎng)潛力巨大
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????任何一個(gè)跨國(guó)公司的CEO展望未來(lái)時(shí)總離不開兩大核心目標(biāo),，即適應(yīng)數(shù)字化不斷普及的世界以及向中國(guó)等成長(zhǎng)型市場(chǎng)擴(kuò)張,。佳士得拍賣行（Christie）CEO斯蒂文?墨菲宣布，已擁有247年歷史的佳士得公司成為首家在中國(guó)這個(gè)人口最多的國(guó)家獨(dú)立開展拍賣業(yè)務(wù)的國(guó)際拍賣行,，同時(shí)計(jì)劃于今年秋季在上海舉行首場(chǎng)在華拍賣會(huì),。 ????自從墨菲2010年出任佳士得CEO以來(lái)，他就一直在思考進(jìn)入中國(guó)市場(chǎng),。此外,，墨菲認(rèn)為，互聯(lián)網(wǎng)能給這家歷史悠久的拍賣行帶來(lái)新的活力,。在接受《財(cái)富》雜志（Fortune）的獨(dú)家訪談時(shí),，他談到公司進(jìn)入中國(guó)這個(gè)全球藝術(shù)品最大的交易市場(chǎng)之一的影響以及庫(kù)房員工的電話如何讓他感到自己的工作精彩紛呈。 ????《財(cái)富》：佳士得拍賣行進(jìn)入中國(guó)似乎引起了不少關(guān)注,，請(qǐng)問(wèn)這有什么深遠(yuǎn)意義,？ ????斯蒂文?墨菲：這是一個(gè)巨變?；ヂ?lián)網(wǎng)的出現(xiàn)無(wú)疑將讓拍賣行如虎添翼,，其影響之深遠(yuǎn)堪比當(dāng)年的電話。進(jìn)軍中國(guó)市場(chǎng)是佳士得自1970年進(jìn)駐紐約以來(lái)最重要的擴(kuò)張之舉,。 ????問(wèn)：聽上去的確意義非凡,。我們先談?wù)勚袊?guó)市場(chǎng)吧。從數(shù)據(jù)的角度說(shuō),，中國(guó)市場(chǎng)最具吸引力的方面是什么,？ ????答：首先，中國(guó)藝術(shù)品交易額已占全球市場(chǎng)的25%左右,，僅次于美國(guó),。而這一切僅用了十年不到的時(shí)間,，這樣的增長(zhǎng)速度非常驚人。第二,，我認(rèn)為在歐美地區(qū)有過(guò)的各種發(fā)展趨勢(shì),，也同樣會(huì)出現(xiàn)在中國(guó)，但是在影響的量級(jí)上需要在后面多加幾個(gè)零,。 ????問(wèn)：你關(guān)注的藝術(shù)品拍賣趨勢(shì)有哪些,？ ????答：如今文化氛圍濃厚，通過(guò)互聯(lián)網(wǎng)技術(shù),，人們?cè)絹?lái)越傾向于擁有藝術(shù)品,、與藝術(shù)相伴的情感體驗(yàn)?；ヂ?lián)網(wǎng)技術(shù)可以讓全世界的拍賣品信息唾手可得,，還有各種高清圖像可供查看。如果我們的客戶在上海,，如今他可以馬上坐出租車到我們公司親眼鑒賞拍賣品,。與此同時(shí)，我們?cè)诼迳即壍目蛻粢部梢酝ㄟ^(guò)我們的iPad應(yīng)用程序點(diǎn)擊觀看拍賣品,。這也讓我們的買家興趣激增,。 ????問(wèn)：它是否意味著藝術(shù)品拍賣行未來(lái)的經(jīng)營(yíng)格局將是傳統(tǒng)的現(xiàn)場(chǎng)拍賣加上網(wǎng)絡(luò)競(jìng)拍呢？ ????答：我認(rèn)為目前這種情況已經(jīng)存在了,。我們目前考慮的問(wèn)題不是這樣好不好,，而是能否快速推進(jìn)網(wǎng)站平臺(tái)的建設(shè)。但它并不意味著我們會(huì)摒棄現(xiàn)場(chǎng)拍賣,，但是我們有30%的客戶競(jìng)標(biāo)來(lái)自網(wǎng)絡(luò),。 ????問(wèn)：既然在線拍賣交易數(shù)量增長(zhǎng)如此迅速，為什么還要在中國(guó)營(yíng)建現(xiàn)場(chǎng)拍賣行呢,？ ????答：眾所周知,，我們已經(jīng)接觸到中國(guó)大陸客戶。但是佳士得不僅僅是一個(gè)品牌,，還是專業(yè)知識(shí)和專業(yè)人員的象征。進(jìn)入佳士得拍賣行,，親身體驗(yàn)佳士得的專業(yè)服務(wù)是在線競(jìng)拍無(wú)法取代的,。 ????問(wèn)：你三年前進(jìn)入佳士得公司的時(shí)候，是否一開始就將進(jìn)入中國(guó)市場(chǎng)列為你工作的重中之重,？ ????答：沒(méi)錯(cuò),。像每個(gè)進(jìn)入新崗位給自己列個(gè)工作計(jì)劃表的人一樣，我也給自己列了五大關(guān)鍵目標(biāo),。其中有三項(xiàng),，我覺得都非常重要,。那天下午，我和我的團(tuán)隊(duì)一起討論,，研究制定如何穩(wěn)妥地入駐中國(guó)大陸的計(jì)劃就是其中的首要目標(biāo)之一,。 ????問(wèn)：要達(dá)到你的目標(biāo)，需要公司管理層在哪些方面提供支持,？ |
????For any global CEO looking to the future, two main objectives are coping with the increasingly digital world and expanding into growing markets, namely China. Steven Murphy, the CEO of art auction house Christie's announced that the 247-year-old company will open the first independently operated fine-art auction house in the world's most populated country. Christie's will hold its first China-based auction this fall in Shanghai. ????Since Murphy took the CEO gig in 2010, China has taken up a tremendous amount of his brain space. So has the Internet, which Murphy believes could breathe new life into old auction houses. In this exclusive interview, he talks to Fortune about the impact of accessing one of the world's biggest art markets and how phone calls from Christie's warehouse workers make his job awesome. ????Fortune: Christie's in China seems like big news, but what does it mean? ????Steven Murphy: It's a huge change. The Internet is the best thing to happen to auctions since the telephone. Our opening a proper Christie's edifice in China is the most important thing to happen for our expansion since our arrival in NYC in 1970. ????Okay, there's a lot there. I'm going to start with China. What is the most compelling data about this market? ????Well, for one, it's grown to become about 25% of the global art market, which puts it just behind the U.S., and that growth happened in less than ten years. So that's pretty extraordinary. Two, I believe that like everything else that happens in China, any trend is like a trend in America or Europe, but you have to add a couple of zeros to the impact. ????What art auction trends are you watching? ????There has been a huge cultural drive to experience the emotional content of owning and living with art, combined with the facility online. The Internet is making the knowledge of what's available accessible, instantly, around the world, in HD imagery. If you're sitting in Shanghai, you'll now be able to take a taxi to our offices and see the works in person. If you're sitting in Los Angeles, you'll see them on our iPad app at the same moment. That's why there's been so much of a surge in buying interest. ????Does that mean that art auction houses of the future will need brick-and-mortar expertise combined with online capabilities? ????I believe it's a condition that already exists. It's a matter of building the capability fast enough, not a matter of whether it's a good idea. That doesn't mean that we're not doing live auctions, but 30% of our bids in the auction business came online. ????If online is growing so much, why was it imperative to build a physical space in China? ????You know, we have access to Chinese mainland clients now, but there's nothing that replaces being in-person and having an edifice that represents Christie's -- not just the brand, but the people and the expertise. ????You joined the company about three years ago. Was getting into China on your to-do list from day one? ????Yeah. Like every other new guy in a new job, I had a list of five key objectives, and three of them were number one. So depending upon the afternoon, working with a team to come up with the right plan for respectful and proper presence in Chinese mainland was number one. ????What kind of administrative support did you need to get there? |
