拍卖潜性质：为什么图录封面与封底最受追捧？

拍卖：

The auction:

1.什么是拍卖？

1. What is an auction?

拍卖是指以公开竞价的形式，将特定物品或者财产权利转让给最高应价者的买卖方式。

Auction refers to the way of sale in which specific goods or property rights are transferred to the highest bidder in the form of public bidding.

2.拍卖需要具备的条件？
(1) 要有拍卖品，
(2) 要有两个以上的竞买者。
(3) 买卖中要含有价格竞争因素。
(4) 价格竞争在买主中展开。
(5) 交易应通过中介服务--拍卖行代理完成。

2. What are the auction requirements?

(1) if there are auction items,

(2) there must be more than two bidders.

(3) price competition should be involved in the buying and selling.

(4) price competition among buyers.

(5) the transaction shall be completed through the intermediary service -- the agent of the auction house.

拍卖图录封面与封底

Auction catalogue cover and back cover

要说现在最吸引人的投资！也是最多人开始选择进场的行业，莫过于：古玩艺术品！而出手成交古玩，最盛大的莫过于是拍卖！甚至现在古玩古董的唯一成交模式就是拍卖！

Talk about the most attractive investment right now! It is also the industry that most people begin to choose to enter the arena, than: antique art! And the sale clinched a deal antique, the grandest than auction! Even now antique antique only clinch a deal mode is auction!

拍卖公司一场拍卖会从征集到结束可能花费超过半年的时间，而拍卖前会将所有确认参拍的藏品制作图录。

Auction houses can take more than half a year to collect and close an auction, which begins with a catalog of all the items that have been confirmed for sale.

一场拍卖几百上千件藏品再竞拍一件作为封面。

An auction of hundreds of thousands of items and a bid for a cover.

那么，拍卖图录制作有什么潜规则吗?首先，我们要知道图录的制作是会对藏品的成交是有影响的！再者，拍卖图录的差异化服务更是会影响藏品的成交价格！这个应该很多人都不知道，也不了解吧！虽然每次要参加拍卖的藏品，都是会上到拍卖图录！

So, are there any unspoken rules for auction cataloguing? First of all, we need to know that the production of the catalogue will have an impact on the sale of the collection! Moreover, the differential service of auction catalogue will affect the transaction price of the collection! This should be a lot of people do not know, do not understand it! Although every time to participate in the auction of the collection, are going to auction catalogue!

但就如，现在的社会，同样生活在一个城市，一个国家，一个世界，都是有不同的待遇与结果的！

But like, the present society, also lives in a city, a country, a world, all has the different treatment and the result!

能上到图录封面的藏品，总有它的优势，总有不同的宣传，不同的推广，甚至会有不同的结果！当然，最重要的是，上到封面的藏品，价值都不会太低！

The collection that can go up to catalog cover, always have its advantage, always have different propaganda, different promotion, can have different result even! Of course, the most important thing is that the cover of the collection, the value is not too low!

这些主推的藏品，不管是价值，还是品相，都是多为精品，虽然说现在的拍卖场上，拍卖的藏品有法律写明，是不保证真假的！但是，只要是这些位置的藏品，是没有赝品的！因为一旦出现，对公司信誉影响会很大。这些拍品通常会安排在拍卖需要出气氛高潮的时候，用来把握拍卖节奏，同时，拍卖师也会在拍卖时，专门提醒，突出重要性！亦是古玩古董最容易保值，最容易二次出手的藏品！最重要是，封面位置的几件拍卖品，是最容易成交的！

These advocate the collection that push, no matter be value, still taste phase, it is to be high-quality goods more, although say now auction on the market, the collection that auctions has law to write clearly, it is not to assure true false! However, as long as it is the collection of these locations, there is no fake! Because once appear, to company reputation influence can be very big. These auction items are usually arranged in the auction need to give an atmosphere climax, used to grasp the auction rhythm, at the same time, the auctioneer will auction, special reminder, highlight the importance! Antique is also the most easy to maintain value, the most easy to second hand collection! The heaviest is, cover position of a few auction article, it is the easiest to clinch a deal!

国际知名拍卖公司的图录，可以说是名家巨作云集，图录自身就是精美的收藏品，能拥有一套这样的图录已成为无数收藏者的愿望。因此很多人想尽办法搜求。基本上，每年的春秋二季大拍的图录价值是最高的！ 单册售价基本在几百元左右，而新加坡极致拍卖的图录更是高达千元一册。

The graph that international and well-known auction company is recorded, can say is famous great work is gathered in, graph oneself is exquisite collect article, can have a such graph to record already became countless the desire that collects. So a lot of people try their best to search. Basically, the annual spring and autumn of the second season of the big picture is the highest value! A single volume sells for around a few hundred yuan, while the catalog of the Singapore extreme auction is as high as one thousand yuan.

因为图录的制作，太讲究了！不管是藏品的图片摄影，肯定是专业的摄影师去拍摄，就连图片的美工，制作，都是经过专业的人员制作！然后，还有图录的藏品排版等等！而图录上附加了许多重要信息，甚至可以说，大部分的买家群体，都是通过图录去了解拍卖品的！

Because the production of the catalogue, too exquisite! No matter is the collection picture photography, certainly is the professional photographer to take, even the picture art, production, is after the professional personnel production! Then, there are catalogs of the collection typesetting and so on! And catalogue on the additional many important information, even can say, most of the buyer groups, are through catalogue to understand the auction!

拍卖图录的封面藏品，一直以来，都是真正精品藏品的重要选择！不管是从宣传，推广，成交的角度来看，封面的藏品位置都是必争之地！

Auction catalogue of the cover collection, has been an important choice of true fine collections! No matter from the point of view of propaganda, promotion, clinch a deal, the cover of the collection is the place to contend for!

台湾著名藏家陈泰铭，也有人称他为封面先生陈泰铭。这是对于有钱的门外汉，不懂挑画，只好跟随拍卖图录走，哪一张作品登上封面，就买哪张的顶尖收藏方法。而事实，这样的做法，也让陈泰铭的藏品每次在转手时，那些封面作品，不仅保值，而且还让他赚取了巨额差价。

Chen tai-ming, a famous collector in Taiwan, is also known as Mr. Cover Chen tai-ming. This is for the rich layman, do not know pick painting, had to follow the auction catalogue, which works on the cover, to buy which top collection method. And the fact is, this practice, also let Chen taiming's collection every time when changing hands, those cover works, not only maintain value, but also let him earn a huge price difference.

陈泰铭表示：“买封面也就意味着相信专家，专家会把一张画选为封面，一定有它的特殊意义。我视拍卖行的专家们为我的智囊团。这么多年我的做法一直没改变。”

"Buying a cover means trusting an expert, who will choose a picture as the cover. It must have a special meaning. I count the auction house experts as my brain trust. My approach hasn't changed over the years."

而结果，也没有让人失望，基本每次的投资，都是带来不菲的回报，不管是保值，还是二次出手！

And the result, also did not let a person disappoint, basic every time the investment, is to bring a considerable return, no matter it is to maintain value, or the second shot!

封面先生刘益谦，著名收藏家上海刘益谦就曾不止一次在媒体采访时提起过，他数次耗资过亿只购买图录封面的藏品，他认为图录封面的藏品就是标王，是最保值增值的。

Cover Mr. Liu yiqian, famous collector Shanghai liu yiqian has mentioned more than once in the media interview, he spent several times over 100 million only to buy catalogs cover collection, he thinks catalogs cover collection is the king, is the most value preservation and appreciation.

一场拍卖千余件藏品，只挑选一两件封面，可以说是拍卖中的拍卖了，所有藏品竞拍这一件封面标王的资格。也难怪封面藏品最受关注，最吸引资金的青睐了。

An auction more than 1000 pieces are tasted, choose only one or two cover, it can be said that the auction in the auction, all collections bid the qualification of this one cover mark king. No wonder the cover collection has attracted the most attention and money.

所有的拍卖公司，对于藏品的封面选择都是重中之重！不管是封面的费用会很贵，还要求藏品够资格，美观！

All auction companies, for the collection of cover selection is a top priority! No matter the cover fee will be very expensive, but also require the collection qualified, beautiful!

因为，这是一个拍卖公司的脸面，也是所有公司资源都必须倾向的藏品！所以，成交的可能性肯定是更高！所以，拍卖成交后，买家们再去二次出手也是容易很多，因为很容易让下家明白！封面藏品的珍贵，这样的良性循环，才造就了，拍卖图录，封面的疯狂追逐！

Because, this is an auction company's face, is also the collection that all company resources must incline toward! So, the likelihood of a deal is certainly higher! So, after auction clinch a deal, buyers go to second shot is also easy, because it is easy to let buyers understand! Cover collection of precious, such a virtuous cycle, only created, auction catalogue, cover of the crazy chase!

广州玖泓文化创立国内乃至国际一流的服务展览企业。凭借几十年管理的实力沉淀以及多年文化艺术品运营的经验积累，打破行业高额成交记录，是各界人士高评、业内公众熟知的国际服务展览公司！玖泓文化在为客户藏品提供安全、快捷、高效率、高质量的成交。致力于艺术品的流通环节，真正为客户服务，为卖家和买家构建一个健康、良性、高效的流通平台。

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