The antique city, this industry that has been in its infancy for a long time, has gradually entered the era of brand competition after experiencing explosive growth and rational baptism. As the leader of the Shanghai antiques industry, Shanghai Yunzhou Antique City has maintained a steady development trend. The reporter interviewed Wu Zhongze, the general manager of the Antique City, to discuss the successful experience and future development direction of the company.
Integrity management is the cornerstone
Q: In the past two years, the art market is not very prosperous, the market is obviously saturated, how can Yunzhou Antique City maintain its strong competitiveness in this environment?
Wu: In the past few years, the art market has been booming, causing the antique city to rise. According to incomplete statistics, there are nearly 60 antiques and markets in Shanghai. However, due to the lack of prosperity in the art market in the past two years, the market is obviously saturated. A lot of antique shops have a certain percentage of empty shops. In Yunzhou Antique City, there are more than 800 shops on 9 floors, and the occupancy rate of shops has been kept at 100%. The transfer of shops also requires a certain amount of transfer fees.
The reason why Yunzhou Antique City can maintain stable and sustainable development in the market is mainly based on honest management, humanized management and thoughtful service.
In the past, many people have an inaccurate understanding of the operation of the antique city. They feel that operating the antique city is to engage in property management. As long as there are shops, the introduction of some businesses can provide a safe and unrelenting rental return. In fact, the management of antique city has its own particularity. It is a bridge between merchants and Tibetan friends. Only through the management of integrity and standardization, that is, using strict rules and regulations to require managers themselves, while restraining the business behavior of merchants, can we enhance Tibet. The trust between friends and businesses increases the turnover rate of artworks. If we only rely on the price war to attract attention, we will not strictly control the merchants that are stationed, and ignore the management norms, which will inevitably lead to chaotic and disorderly market operations.
At present, Yunzhou Antique City is the only municipal civilized unit in Shanghai antiques industry. It has passed the ISO quality certification management system certification every year, and has also been rated as Shanghai “five-star integrity creation enterpriseâ€.
"Double Masters" join hands
Q: On the basis of honest management, what kind of humanized management measures are launched by Yunzhou Antique City?
Wu: It is not enough to build a brand in the antique city. It is not enough to rely solely on the management side. It is also necessary to work together with the merchants. Yunzhou Antique City has launched the business philosophy of “Double Mastersâ€. It has selected more than a dozen high-quality merchants to form an industry association, hold regular meetings, listen to the suggestions and opinions of the merchants, and timely adjust the businesses with untrustworthy business phenomena. For the introduction of high-quality businesses to implement the "double-trial system", it must be recognized by the Yunzhou management and industry associations in order to obtain the qualification for admission. Therefore, the quality of merchants in the antique city has been continuously improved in recent years, and has won the trust of Tibetan friends. At the same time, the antique city also organizes business seminars from time to time, and invites merchants with excellent sales to share the secret of success with everyone.
In order to provide better services to Tibetan friends, Yunzhou Antique City cooperates with Shanghai Collection Association to hold various collections and appreciation transactions on a regular or irregular basis. Since its opening, it has held hundreds of exhibitions, appraisals, auctions and auctions. Activities such as salons and lectures. On weekends and holidays, there is also an open-air antiques collection market, with more than 300 booths.
"Secondary entrepreneurship" for development
Q: Brand building is the soft power of each industry to develop to a certain stage to win the market. How does Yunzhou Antique City do this in this respect?
Wu: Brand building is a “secondary venture†based on the successful operation mode of the original antique city. Although the Yunzhou Antique City has been operating to this day, whether the management team or the market operators are mature, the art market is changing rapidly every day. It is possible that new variables will occur, and only "diligence, dedication, innovation and development" can continue to develop. Therefore, a series of brand building work, such as innovating marketing channels, enriching the content of art exhibitions, providing quality management services, is the focus of Yunzhou.
At present, in addition to holding 50 or 60 professional exhibitions every year in the 8th floor of the Antique City Convention and Exhibition Center, the Shanghai China Antique Art Fair held in Shanghai East Asia Exhibition Hall in April has been successfully held for 8 sessions, becoming a well-known in the Chinese collection circle. High-scale comprehensive exhibition. At the same time, the Coin Stamp Expo held every autumn is also the largest exhibition in the Shanghai postal card market.
In order to let collectors better understand Yunzhou, the antique city opened its official website 10 years ago, and updates the dynamic information every day. At present, the number of fans on the official website has exceeded 10,000. Two years ago, the Antique City also created the WeChat public account to better interact with Tibetan friends. The current attention is also close to 10,000.
Expanding the new model in the era of "Internet +"
Q: In the next few years, what aspects will Yunzhou take as a development focus?
Wu: In the traditional business model, collecting rent is the most basic way to make profits in the antique city. However, if you want to improve your competitiveness, you must look for profit growth points other than rent. The antique city can't build a car behind closed doors. It is necessary to open up the market in all directions to inspire the vitality of the antique city and the entire antique market.
From the perspective of horizontal development, the antique city will enhance interaction with the antique city in other parts of the country, organize their respective businesses to do exhibitions, promote interaction between businesses, and add cultural relics to buy and sell items to provide identification and identification for the people's home collections. Sale; set up a Shanghai-based famous jade carving production center to provide Tibetans with a platform to communicate with the jade carving masters; cooperate with the district government to create a halal art and cultural street, and create a Yunzhou art business circle centered on Yunzhou Antique City.
At the same time, the expansion of the brand exhibition. Yunzhou holds hundreds of art exhibitions every year, and has already formed an exhibition brand. Every year, many exhibitors express their hope to hold exhibitions in Yunzhou. In the future, the autumn art exhibition will be added on the basis of the Spring Fair, so that those who miss the Spring Expo will have the opportunity to display the collection.
In terms of vertical development, the antique city will conduct cross-border cooperation under the "Internet +" environment, combine the resources of the physical store with the Internet, do a combination of online and offline, cooperate with a professional Internet team, and learn from similar department stores. The O2O model allows Tibetans to better understand the art of the store through the Internet and increase the probability of trading.
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