With the rapid development of internet technology, the antique art market has ushered in a new wave of online. New formats such as webcasting appraisal and online auction emerge one after another, which brings unprecedented convenience to the collection and collection of antique works of art. However, there are many chaos behind the prosperity of this emerging market. On, Mr. Sheng Changyan, executive vice president of the format construction professional association of the All-China Federation of Folk Cultural Relics and Art Chamber of Commerce, accepted our proposal, and made an in-depth discussion on the present situation, problems and future development direction of the new format of online treasure.
Sheng Changyan, a famous expert in cultural relics appraisal, is the executive director of the Folk Cultural Relics and Art Chamber of Commerce of the All-China Federation of Industry and Commerce, the executive deputy of the professional association of industry construction, the chief appraiser of the appraisal committee, and the special researcher of the Cultural Relics Museum of Peking University Institute of Resources and Cultural Relics.

journalistHow does Teacher Sheng view the opportunities brought by online treasures?
Sheng laoshi:The rise of online treasure collection provides a convenience for collectors, enabling them to access rich art resources without leaving home, which greatly promotes the popularization of art collection knowledge. At the same time, this new format has also injected new vitality into the antique art market and opened up new market space.
journalist:Teacher Sheng thinksWhat are the main problems in the live broadcast of online treasure?
Sheng laoshi:With the rapid development of online treasure live broadcast, a series of problems have also been exposed, such as some institutions or individuals who do not have professional qualifications and appraisal ability flooding into the online market for false propaganda to defraud consumers’ trust; As well as the phenomenon of digging antiques by live broadcast, it has seriously damaged cultural relics and violated laws and regulations.
journalistIn view of these problems, what do you think should be done to strengthen industry self-discipline and supervision?
Sheng laoshi:In my opinion, strengthening industry self-discipline and supervision should start with perfecting the legal system, strengthening industry supervision and self-discipline, enhancing public awareness and awareness of prevention, and innovating technical means to strengthen supervision. Specifically, it includes accelerating the improvement of relevant laws and regulations, and clarifying the boundaries and responsible subjects of live mining and identification; Establish and improve the industry supervision mechanism and formulate unified industry standards and norms; Popularize the knowledge of antique art appraisal through various channels and ways to raise the public’s awareness of prevention; Use advanced technologies such as big data and artificial intelligence to conduct real-time monitoring and data analysis of online live broadcast mining and identification activities.
journalistWhat’s your outlook for the future of online treasure?
Sheng laoshi:Although the new format of online treasure has encountered some problems and challenges in the development process, as long as we can face these problems squarely and take effective measures to solve them, we will certainly be able to promote the healthy and orderly development of this new format. At the same time, it also appeals to collectors to be vigilant and enhance their awareness of prevention.
journalistWhat plans does the All-China Folk Cultural Relics and Art Chamber of Commerce have to promote the healthy development of the antique art market?
Sheng laoshi:All-China Folk Cultural Relics and Art Chamber of Commerce and other industry organizations will strengthen contact and cooperation with the live broadcast, provide certification and guidance for the live broadcast room, and jointly promote the healthy development of the antique art market. I believe that with the joint efforts of all of you, the outstanding cultural relics and artworks of the Chinese nation will certainly be better carried forward and passed down.
journalistTeacher Sheng, you mentioned the opportunities and challenges brought by online treasure collection before. Can you talk about these opportunities and challenges in detail?
Sheng laoshi:Of course. First, let’s talk about opportunities. The rise of live broadcast of online treasures has indeed brought unprecedented opportunities to the antique art market. It breaks the geographical restrictions of the traditional market and makes it easy for collectors to get in touch with art resources from all over the country. At the same time, the live broadcast has greatly enhanced the interaction, allowing Tibetan friends to understand the details and characteristics of works of art more intuitively, which has played a positive role in popularizing the knowledge of art collection and improving the public’s art appreciation ability.
However, opportunities are accompanied by challenges. In the process of rapid development, the live broadcast of online treasure has also exposed a series of problems. Among them, the most prominent is false propaganda and misleading consumers. Some institutions or individuals who do not have professional qualifications and appraisal ability, in order to seek benefits, make false propaganda under the banner of "authoritative appraisal" and "expert control" to defraud consumers’ trust. This not only led to a large number of fakes being misjudged as genuine products, but also caused misleading and economic losses to Tibetan friends. It also seriously undermined the normal order of the market and endangered the development of regular cultural relics buying and selling enterprises and auction industry.
In addition, the phenomenon of excavating antiques by live broadcast is becoming more and more serious, which is also a problem that cannot be ignored. Some anchors broadcast live archaeological excavations without permission, and even stole ancient tombs, which seriously damaged cultural relics and violated laws and regulations. These behaviors not only harm the public interests, but also seriously affect the healthy development of the antique art market.
journalist: How do you think the industry should respond to these challenges?
Sheng laoshi:In response to these challenges, I think the industry should respond from the following aspects:
Strengthen the construction of laws and regulations: Improve the relevant laws and regulations, clarify the boundaries and responsible subjects of live broadcast mining and identification, and increase penalties for behaviors. At the same time, establish a supervision mechanism for online live cultural relics appraisal and ensure the standardized and orderly market order.
Improve industry self-disciplineThe antique art industry should establish and improve the industry supervision mechanism and formulate unified industry standards and norms. Strengthen the supervision of online live broadcast, and strictly review the live broadcast content and anchor qualification. At the same time, promote the construction of industry self-regulatory organizations, guide enterprises and individuals to consciously abide by industry rules, and jointly safeguard the industry image and market order.
Popularize appraisal knowledgePopularize the knowledge of antique art appraisal through various channels and ways to raise the public’s awareness of prevention. Encourage consumers to participate in online live broadcast activities and enhance their ability to judge the authenticity of cultural relics. At the same time, strengthen the protection of consumers’ rights and interests, and provide assistance and rights protection support for victims.
Innovative technical means: Real-time monitoring and data analysis of online live broadcast mining and identification activities are carried out by using advanced technologies such as big data and artificial intelligence. The establishment of cultural relics information database and expert database, to provide convenient and accurate identification services for the public. At the same time, strengthen cooperation with public security, network information and other departments to form a joint force to crack down on behavior.
journalistWhat are your expectations for the future of online treasure?
Sheng laoshi:I am cautiously optimistic about the future of online treasure. I believe that with the joint efforts of the industry, we can overcome the current challenges and promote the healthy and orderly development of this new format. At the same time, I also hope that the vast number of collectors can maintain a rational and cautious attitude, be vigilant and avoid being deceived. Only in this way can we jointly maintain a healthy and prosperous antique art market.
journalistWhat specific development trends do you think this industry will have in the next few years?
Sheng laoshi:This is a very good question. In my opinion, in the next few years, the online treasure live broadcast industry will present the following development trends:
Specialization and subdivisionWith the gradual maturity of the market, the live broadcast of online treasures will become more and more professional, and works of art in different fields and styles will be more carefully divided and displayed. At the same time, anchors and broadcasters will pay more attention to their own professionalism and authority, and attract and retain audiences by providing high-quality appraisal services and content.
Technology integration and innovationWith the continuous development of big data, artificial intelligence and other technologies, these technologies will be more applied to the live broadcast of online treasures. For example, rapid identification and authenticity judgment of artworks can be achieved through AI technology, or VR/AR technology can be used to provide viewers with a more immersive viewing experience. The integration and innovation of these technologies will bring new development opportunities for the live broadcast of online treasures.
Strengthening supervision and self-disciplineIn view of the chaos in the current live broadcast of online treasures, I believe that the supervision and self-discipline will be further strengthened in the future. And related institutions will introduce stricter regulations and regulatory measures to crack down on behavior. At the same time, the industry will also strengthen self-discipline and promote the establishment of more perfect industry standards and norms.
Consumer education and protectionWith the popularization of live broadcast of online treasures and the improvement of consumers’ cognition, consumers will pay more attention to their own rights protection and knowledge accumulation in the future. Therefore, strengthening consumer education and protection will become one of the development directions of the industry. By providing rich educational resources and establishing convenient channels for safeguarding rights, we can help consumers better understand the art market, enhance their appreciation ability and protect their own rights and interests.
journalistWhat role do you think industry organizations can play in promoting the healthy development of online treasure?
Sheng laoshi:Industry organizations can play a very important role in promoting the healthy development of online treasures. Specifically, I think trade organizations can start from the following aspects:
Formulate industry standards and normsIndustry organizations can take the lead in formulating the industry standards and norms of online treasure live broadcast, and clarify the requirements of live broadcast content, anchor qualification and identification process, so as to provide clear guidance and norms for the industry.
Strengthen supervision and self-disciplineIndustry organizations can strengthen the supervision of the live broadcast of online treasures and supervise and crack down on behaviors. At the same time, promote the construction of industry self-regulatory organizations, guide enterprises and individuals to consciously abide by industry rules, and jointly safeguard the industry image and market order.
Provide education and trainingIndustry organizations can organize relevant education and training activities to improve the professional quality and appraisal ability of anchors and broadcasters. At the same time, it can also provide consumers with knowledge popularization and training in art appreciation and rights protection.
Promote exchanges and cooperationIndustry organizations can promote the exchange and cooperation between live broadcasts of online treasures, share experiences and resources, and jointly promote the development of the industry. At the same time, we can also establish cooperative relations with departments and scientific research institutions to jointly explore new development opportunities and models.
journalistTeacher Sheng, do you have any other unique views or suggestions about this industry?
Sheng laoshi:Of course, in addition to what I mentioned before, I think there are still some points worthy of attention.
First of all, I want to emphasize the dissemination of cultural values. The live broadcast of online treasure is not only one, but also a channel to spread culture and promote art. During the live broadcast, we should pay attention to excavating and displaying the cultural stories and historical values behind artworks, so that the audience can appreciate the profoundness of Chinese culture while enjoying the artworks.
Secondly, cross-border cooperation is also a direction worth exploring. Online Jianbao live broadcast can cooperate with tourism, education, culture and other fields across borders to jointly create distinctive cultural products and tourism projects. For example, online and offline art appreciation activities can be organized, or special exhibitions and lectures can be launched in cooperation with museums and art galleries to attract more people’s attention and participation.
In addition, data security and privacy protection are also issues that cannot be ignored. In the live broadcast of online treasure, a lot of personal information and data are involved. Therefore, we should strengthen the awareness of data security and privacy protection, and take necessary technical measures and management means to ensure that the security and privacy of user information will not be leaked.
Finally, I would like to give some advice to practitioners: continuous learning and promotion. The live broadcast of online treasure is a rapidly developing industry, and new technologies and modes are constantly emerging. As practitioners, we should keep an open mind and keep learning, and constantly improve our professional quality and innovation ability. Only in this way can we be in an invincible position in this highly competitive market.
journalistThank you very much for sharing these insights and suggestions. For the vast number of collectors and practitioners, this is undoubtedly a valuable asset.
Sheng laoshi:You’re welcome. I’m glad to share my views and suggestions with you. I hope these views can be helpful to everyone, and I also hope that the live broadcast industry of online treasure can develop more and more standardized and healthily.
journalistTeacher Sheng, the point you just mentioned is very forward-looking, which gives us a deeper understanding of the future of online treasure live broadcast. Then, in your opinion, what other directions or prospects for deepening exploration are worthy of our attention?
Sheng laoshi:Thank you very much for your question. Indeed, as a field that combines traditional culture and modern technology, there are still many directions worthy of further exploration and exploration.
First of all, personalized and customized services will be a highlight of the future network treasure live broadcast. With the increasing diversification of consumer demand, providing personalized art recommendation and customized appreciation service will become the key to attract users. Analyzing users’ preferences and historical behaviors through big data can provide users with more accurate and intimate services and enhance users’ stickiness and loyalty.
Secondly, the application of technology will also bring revolutionary changes to the network treasure. Technology is decentralized and cannot be tampered with, which makes it an ideal tool for art traceability and anti-counterfeiting. By linking the identification information and records of works of art, we can ensure the truth and integrity of the information and provide a more transparent and credible environment for the art market.
Furthermore, international cooperation and communication will also become the development trend of online treasure live broadcast. With the acceleration of globalization, the internationalization of the art market is getting higher and higher. The live broadcast of online treasures can actively seek cooperation with international art markets, museums, auction houses and other institutions to jointly promote the transnational exchange of works of art and provide users with more diversified choices and opportunities.
Finally, social responsibility and public welfare should also be actively undertaken by the live broadcast of online treasure. By organizing art public welfare activities and supporting cultural heritage protection, we can actively fulfill our social responsibilities, transmit positive energy, and enhance our brand image and social influence.
journalistThese directions you mentioned are very forward-looking and innovative, which makes us full of expectations for the future of online treasure live broadcast. So, in your opinion, what conditions or support are needed to realize these directions?
Sheng laoshi:The realization of these directions really needs support and efforts in many aspects. First of all, it needs policy support and supervision guidance from relevant institutions to provide a stable environment and market environment for the development of the industry. Secondly, it is necessary to increase investment in technological innovation and research and development with enterprises, and constantly improve their own technological strength and innovation ability. At the same time, it is also necessary to strengthen cooperation and exchanges within the industry to jointly promote the development and progress of the industry. Finally, we need the support and participation of users, and constantly improve and optimize our services and functions through users’ feedback and suggestions.
journalistFinally, what do you want to say to collectors and practitioners?
Sheng laoshi:What I want to say is that as a new industry, the live broadcast of online treasure is facing many challenges and problems, but it also contains great opportunities and development potential. As collectors and practitioners, we should keep a rational and cautious attitude and constantly improve our professional quality and appreciation ability. At the same time, we should actively support and participate in the healthy development of the industry, and jointly promote the live broadcast of online treasures to a more prosperous and standardized future.
journalistThank you very much for sharing and discussing today, which makes us have a clearer understanding and expectation of the future of online treasure.
Sheng laoshi:You’re welcome. I’m also glad to share my views and suggestions with you. It is hoped that the online treasure industry will continue to develop and progress, bringing cultural and artistic enjoyment to more people. At the same time, I also expect you to continue to pay attention to and support this industry and jointly promote its prosperity and development.
Disclaimer: The market is risky, so you should be careful when choosing! This article is for reference only, not as a basis for trading.
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