摩登平台《知否》诰命夫人的套系,妆发隆重

在长沙中心区的盘子女人坊,我着一身华贵古装,那是《知否》诰命夫人的套系,妆发隆重,礼衣冠帽,五凤呈祥的头饰,仪式感和穿越感悄然升腾,以古装为媒,与历史的厚重感对话,与自我体验环绕的主角光环对话。

In the Poetic Oriental Beauty located at the central area of Changsha, I was wearing an ancient luxurious costume, the set of Mrs Imperial Mandate in the TV drama The Story Of MingLan. The makeup was ceremonious, the attire was ornate, and the headwear was glorious and magnificent. The sense of ritual and time-travel was welling up in my heart. With the costume as the medium, I had a mental talk with the profound history and the protagonist. What an immersive experience.

 

而推荐这套衣服的人,正是盘子女人坊集团的创始人——杨健。

The person who recommended this costume is the founder of Poetic Oriental Beauty, Yang Jian.

 

万山红遍,他是商业美学的践行者

A Practitioner of Commercial Aesthetics

 

2003年,他在长沙开了第一家中国风摄影店。16年磨砺,长沙依然在“娱乐至死、洒脱入骨”中高歌猛进,杨健的盘子女人坊以星星之火燎原之势,成为了摄影行业的一段传奇。

Yang Jian opened up the first chinoiserie photography shop in Changsha in 2003. After 16 years, Changsha is still advancing triumphantly in the industry of entertainment. Little chips light great fires; Poetic Oriental Beauty has become a legend in the photography industry.

 

这个颇有声势的商业帝国脱胎于打着浓郁传统烙印的影楼,却因能敏锐洞察中国消费文化、趋势与阶层的蜕变,对标新审美,跑赢了互联网的上半场,又在互联网的下半场如鱼得水,形成了集摄影服务、服饰设计研发、产品生产制作、文化传播于一体的中国风艺术体验综合型文化产业集团,实现了现代商业与中国传统文化的珠联玉映。

This powerful business empire was born out of a studio with a strong traditional touch. With keen insight into China’s consumer culture, consumption trends, class evolution, and new aesthetic thinking, it enjoyed triumphant victory in the first half of the era of the internet. And it is still like a duck to water in the second half. Forming a large chinoiserie cultural industry group with artistic experience integrating photography service, costume design, product production, and cultural communication, realizing the perfect combination of modern commerce and the Chinese traditional culture.

 

大风凭借力,盘子女人坊异军突起,也得益于摄影行业逐年稳步攀升。该行业总收入连续三年超过3000亿元,成为摄影企业蓬勃发展的温润土壤,行业平均利润率超过10%。

The sudden rise of Poetic Oriental Beauty is also benefited from the steady development of the photography industry. The total revenue of the industry has exceeded 300 billion yuan for three consecutive years, the hotbed for the booming growth of photography enterprises. The average profit margin of the industry has exceeded 10%.

 

摄影行业的盘子越来越大,异质性也更强,生态更加多样性。一种是摄影的平民化,诸如各类美颜App大众摄影软件的鹊起,将高大上的摄影拉下神坛,催生五颜六色、活色生香的生活秀,让观众眼花缭乱,也催生出商业价值的枝繁叶茂;一种是专业摄影资源的中心化,通过打造线上线下平台,吸纳自由、不确定性强的专业摄影师资源,实现摄影师个体表达的美学价值与商业的无缝连接。

As the size of the photography industry grows more abundant, it becomes more heterogeneous and ecologically diverse. First of all, the popularization of photography. The rise of all kinds of beauty applications and popular photography software has pulled down the superior reproduction from the altar, expedited colourful and lively life shows, dazzling the audience and pushing up the commercial value. Secondly, centralization of professional photography resources. By creating online and offline platforms, professional freelancing photographers can be centralized to realize the seamless connection between the aesthetic value expressed by individual photographers and the business.

 

不过,杨健在摄影行业深耕,选择的是最“笨重”的经营方式,以多家实体店撬动新消费市场经济,与我作为投资者时接触、投资的摄影新商业态势截然不同,它以一种更传统的姿态呈现,缺乏轻资产的灵动。

Absorbed in the industry, however, Yang Jian chose a “cumbersome” way to operate. Different from the new business trend that I came into contact with and invested in when I was an investor, Poetic Oriental Beauty has opened up a crowd of physical stores. The business model is more traditional and lacks asset-light flexibility.

 

盘子女人坊的商业壁垒在哪儿? 这也是杨健连做梦都思考的问题,“我一直觉得一个企业在发展的过程中,特别是在领先的时候,一定要想好你的护城河。”

Where are the business barriers? This is also the question in Yang Jian’s thoughts daily and nightly. “I always believe that when a business is developing, especially in a leading position, we must build the moat in advance.”

 

224家实体店,杨健也认为看似是笨人的方法,但又是最聪明的,“现在的互联网产品,面临的最大问题就是竞争对手、模仿者、护城河,我们200多家店,从另外一个角度讲,是不是也建立了一个非常好的护城河呢?200个好的区域、好的城市、好的地址,200多个店的装修设计,包括每个场景的打造,看似笨,其实也是比较聪明的。因为我们的护城河建得比较高。”

Even Yang thinks having 224 outlets is a spoony method, but meanwhile the smartest method. “Among today’s internet products, the largest concerns are competitors, imitators and moats. If we look at the 224 stores from another perspective, does it mean we have built a substantial moat? Although it seems stupid to have every store designed and decorated, including building the scenes, having 200 good locations, good cities and good addresses are smart. Because our moats are higher.”

 

盘子女人坊的护城河还不止于此,其古装 IP 的服饰供应和摄影授权,抢占流量高地,成为加固护城河的关键砝码之一。

Poetic Oriental Beauty has another layer of the moat. Because of the costumes with IP and photography authorization, the company can seize the market preemptively, which is one of the critical weights to strengthen the moat.

 

多年在古装摄影领域的深耕细作,盘子女人坊具备古装 IP服饰供应和摄影授权的天然优势,如《延禧攻略》、《知否》、《三生三世十里桃花》、《扶摇》、《神探蒲松龄》、《独孤天下》、《海上牧云记》等多部影视剧的官方授权,让观众过足各种流量热门电视剧女主角的瘾。为安以轩、郭晓婷、马梦唯等诸多著名影星量身定制,迅速拉动粉丝经济,分享流量红利。