Which art APP is the strongest-Artand

Welcome to which strong series art APP. A year ago, I worked in an art-related company and came into contact with many art apps, so I shared some of my favorite art apps with you and started this art Internet series. In a blink of an eye, due to my own development, I switched to the field of heterosexual social interaction, and this series did not continue.

Now a year has passed, and the domestic Internet has been ebbing and flowing. It seems that a century has passed, but the realization of the art internet is still slowly cultivating the market at its own pace, waiting for its enthusiasm. Except for some pian money companies which are driven by the capital game and mainly auction, the living are basically entrepreneurs who are born with the blood of slow-heating companies (it is really difficult to get up).

There is a company I am optimistic about, probably because it is the only art internet company I can understand. Let me introduce you to an artist today.

Artand originated from Li Kaifu's innovative works. Liu Qiang, the founder, majored in fine arts and studied sculpture. His wife is also an active contemporary artist, but he has nearly 65,438+00 years working experience in Internet companies. Before founding Artand, he worked for Sina, with a mixed gene of art and Internet.

Artand defines itself as "the most professional social platform for contemporary art", but if you use the APP a little, I think the more accurate positioning should be "the social e-commerce platform for contemporary art", because there is no network for the social interaction of art, but with the dimension of e-commerce, the high unit price and repeated purchase of art can provide more imagination space for the platform. So you can buy paintings on Artand, a "social platform"! Since it can be bought and sold, social interaction will instantly become an aid, so we analyze it more from the perspective of e-commerce and combine the attributes of social interaction.

Here we will analyze Artand, the core logic of the product, user positioning and the core scenarios provided for users from several aspects.

First, look at the core logic of Artand from the following aspects: product model; Core values; Profit model;

Product model: Artand's e-commerce model seems to be B2C model. Works marked with prices can be put directly in the App, as if buying decorative paintings in JD.COM. However, Artand certainly won't buy goods for works of art with high value and long tail, so consumers actually buy them from artists. Artand provides infrastructure such as payment, logistics and customer service. Just like Taobao's early C2C model, it is an e-commerce platform.

Core value: The artist himself can be regarded as a "craftsman" of artistic creation with concentrated thoughts and skills. Decentralization and non-standardization make it difficult for B-side to accumulate, and there is no commodity to talk about e-commerce. Therefore, Artand's initial core value must be to deeply cultivate the B-end market of artists and ensure the number of artists. At the same time, due to the different artistic aesthetics of the public, adequate SKU is also the basis of early accumulation. This barrier to B-end resources is as important as the big V to Weibo and the anchor to YY.

Art is far from the public, and the consumption of art makes many people feel that it has nothing to do with themselves. Even users with potential demand in art consumption will be discouraged from visiting the Beijing 798 Art Museum. Unequal information is fully magnified in the network scene, and fake paintings, fake prices and insufficient appreciation ability make art consumption have many invisible thresholds, not just prices. In fact, art may not be affordable, but most people may not have the courage to ask the price. Therefore, the public also needs an honest purchase channel. Just like the appearance of JD.COM, many people don't want to go to Zhongguancun to fight wits. They can buy high-quality genuine goods at reasonable prices and won't be chased by salespeople. As a platform, a stable art consumption entrance at the C end should be the core value that Artand needs to struggle for a long time.

Profit model: As a C2C platform, low-frequency consumption and SKU will not be too big or too weak, so any bidding ranking and advertising realization are unreasonable stories. I can think of two profit directions: one is to charge at the B end. Once the platform is formed, with users at the C end, the services provided by the platform can be charged at the B end; The other is online curation, which is equivalent to packaging promotion, and also provides clues for consumers to find, while charging some fees. As for the transaction commission, it is too difficult to implement because of the low consumption frequency and the social nature of the platform, which is the life of the gallery.

The core logic of the product is the basis of all scenarios and functions of the product. In addition, it is necessary to locate users, which is the convergence of product core logic. Artand's user positioning can be divided into two ends: B end and C end.

B-end users: As their advertisement says, "the most professional social platform for contemporary art", professional contemporary artists are the suppliers of artand, which is the biggest difference between artand other art Internet companies. "Only selling the works of the living" has several advantages. First, the works are not easy to be faked. Second, there is a large room for appreciation. The works created by contemporary people will have more or less the characteristics of the times and are more easily accepted by beginners.

C-end users: traditional collectors already have rich offline experience and contacts, and online browsing and purchasing is also a convenient channel; However, online shopping may really inspire a new generation of art lovers or beginners. In today's growing personal will, art consumption may be more because of liking than investment. Art may become the new fashion for these people. Nowadays, the things we buy for the first time are basically online.

The core scenario is the value projected by the core logic on different users, and each scenario provides value in order to meet the demands of users in a certain aspect. Here, we also look at the scenes provided by artand from the B-side and C-side.

B-end main scene:

1. One-stop personal business cards can quickly and conveniently establish the display carrier of personal business cards and portfolios, without the need to maintain personal websites, similar to the behavior of independent publishers' media and designers.

2. Online sales channels, online C-end users buy directly, skipping traditional gallery agents, low channel entry costs, and one-stop payment, logistics and communication services.

3. Social media interacts with collectors. Vertical community, interaction with insiders to expand relationships, direct communication with buyers, and continuous interaction (social CRM).

Main scenarios of C-side:

1. Transparent art purchase channels, providing transparent prices, so that consumers can easily understand art consumption and buy art;

2. Socially interact with the artist, get to know the artist, and at the same time, you can see his dynamics instead of a constant profile, and have the opportunity to communicate directly. At the same time, there can be some interaction between art lovers.

3. Obtaining art information through pictures and texts and understanding art-related information, exhibitions, stories and knowledge is actually the aggregation of official WeChat accounts.

In the main scenarios provided for B-side and C-side, the platform value is dominant, the social media value is supplemented, and the tool value is supplemented. The main points and requirements of each scene will not be disassembled here.

The above is Artand's analysis in this issue. This time, there are no screenshots and an interactive detail, but more analysis is made from product positioning and core logic. Compared with the previous articles, we can also see that our focus on products is changing. In fact, we have seen the core logic of the product, split the scene and focus, and the advantages and disadvantages of many page designs are self-evident, so I won't spit it out here.

Art is not necessarily so profound, not necessarily so unconventional. Paying for beauty and liking can actually be very simple.