中国日报-艾问专栏
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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。

With years of experience in ancient costume photography, Poetic Oriental Beauty has gained the natural advantages of costumes with IP and photography authorization. And it owns the official approval of several TV series like Story of Yanxi Palace, The Story Of MingLan, Eternal Love、Ten great III of peach blossom, Legend Of Fu Yao, The Knight of Shadows: Between Yin and Yang, and Tribes and Empires:Storm of Prophecy, satisfying the craving of consumers to role play the leading female characters. It also customizes photos for Ann (An Yixuan), Cristy (Guo Xiaoting), Ma Mengwei and many other famous movie stars to effectively drive up the fan economy, reaping the bonus of celebrities with a huge fan base.

能拿到古装IP这张王牌,杨健认为还是多年厚植的重资产优势发力,“像独家授权影视IP的作品,别的影楼就拍不了,就我们能拍,它的成本,因为我们店多,可以分摊这个成本。”

In Yang Jian’s opinion, the major reason for them to be able to win costumes IP, a trump card in the industry, is the superiority of heavy assets. “Photos imitating films and TV IP with exclusive authorization can only be taken in our studios, excluding other studios out of the game. The cost can be allocated among all those outlets—- the quantitative superiority.”

摄影行业在市场的传统思维认知中极为固化,杨健开创了一个全新的玩法,不仅颠覆了行业的认知,还收获了大众的口碑与资本青睐,这恰恰是杨健“老式”重资产经营方式智慧的注脚。2018年底,一路高歌猛进的盘子女人坊获得近亿元C轮融资,累计完成数亿元融资。投资人表示,坚定地看好“盘子女人坊”这样的中国原创型企业。

The photography industry is extremely rigescent in traditional thinking. The new operating model created by Yang has not only overturned the cognition of the industry, but also gained public praise and capital favour. This embodies the wisdom of heavy asset management. At the end of 2018, Poetic Oriental Beauty, with its swift strides, obtained nearly 100 million yuan in Round C financing, realizing hundreds of millions financing cumulatively. Investors said that they are firmly optimistic about original Chinese companies like Poetic Oriental Beauty.

世人眼中那些神秘的成功之道,泛着朴素且普世的光泽;那些被企业家认为助力企业制胜的法宝,只是被经济学家一遍遍重复的市场常识。杨健对盘子女人坊的成功之道只有一个字——“好”。

The so-called legend of success has a universal and straightforward lustre. What entrepreneurs consider to be the silver bullet is just the common market sense repeated over and over by economists. To describe the avenue to success, Yang only had one word, good.

为了传统美学与商业的深度融合,盘子女人坊不惜下大力气,这恰恰也是中国新匠人的特质,有匠心,有情怀,精通商业逻辑。

To deeply integrate the traditional aesthetics and commerce, Poetic Oriental Beauty has been pressing forward with an indomitable will. This is precisely the characteristics of China’s craftsman of a new generation: craftsmanship, sensation and proficient business logic.

对话精选

Selected Dialogue

艾诚:商业世界是瞬息变化的,只要有市场就有竞争,尤其是互联网技术冲击的时代,可能老大不一定是被老二干掉的,它可能是被某种破坏性、创新性的方式,或是不速之客,侵占了你的市场,所以你是期待着竞争还是恐惧着竞争?

Gloria Ai: The business world is changing rapidly. As long as there is a market, there will be competition, especially in the era of internet technology. The leading player doesn’t have to be defeated by the runner-up. A destructive and innovative business model might defeat it, or having industry outsiders engulf its market share. So do you long for competition or are you afraid of it?

杨健:我们有义务去培养竞争对手。因为我这个行业需要的是更多人一起来参与,我在10年前给团队定过一个目标,就是让中国每一个女性都有一套属于中国人的艺术写真,这个目标的实现需要更多的人去参与进来,更多人去从事这个行业。

Yang Jian: We have an obligation to cultivate our competitors. Because what the industry needs is to have more players in it. I set a goal for my team 10 years ago: to let every woman in China have a set of chinoiserie artistic photo. To realize this goal, we need more people to participate in the process, to engage in this industry.

艾诚:第一次接触资本是什么时候?你怎么有信心可以让资本助力你的成长?

Gloria Ai: When was your first contact with capital? Why are you so confident that capital can help you grow?

杨健:我在发展的过程中,一直有做资本的来找我,他们认为第一盘子女人坊做的是一件非常有使命感的事情。第二个就是我们的模式非常好复制。第三个盘子女人坊是做国风的,在未来肯定会越来越受欢迎,会形成一种潮流。

Yang Jian: Investors come to me all along the way. They think Poetic Oriental Beauty is doing a very mission-driven thing. Also, our model is very easy to replicate. Thirdly, Poetic Oriental Beauty focuses on art with Chinese style, which will undoubtedly be more and more popular and become a trend.

艾问(iask-media.com)查阅相关数据发现,2012-2017年,国风兴趣圈层覆盖人数增长了20倍以上。

iAsk-media checked the relevant data and found that the number of people interested in chinoiserie has increased by more than 20 times from 2012 to 2017.

盘子女人坊内部的一份数据显示,拍摄古风的人群从2003年的几万人群已扩张至几百万人群。

An internal report of Poetic Oriental Beauty shows that the number of people taking archaistic photos has expanded from tens of thousands in 2003 to several million.

一流的匠人,必有一流的心性

The first-class Craftsman Must Have First-class Disposition

中国是最古老的“匠人之国”,工匠精神源远流长,而中国制造日渐式微的大势下,匠人文化逐渐复苏,鼓励企业家甘做匠人,工匠精神也成为企业家精神的内核之一,即精益求精,专注、精确、极致、追求卓越。

China is the oldest “country of craftsmen” with a long history of craftsmanship spirit. With the decline of Chinese manufacturing, craftsman culture gradually comes to itself and entrepreneurs are encouraged to be a man of his hands. Craftsmanship has also become one of the cores of entrepreneurship, namely, making perfection more perfect, focus, accuracy, and commitment to excellence.

美国作家梭罗也在《瓦尔登湖》的最后写了一个故事:一个追求完美的艺术家,想要做一根手杖,他在森林里一根一根的挑选合适的材料,一心一意,坚定虔诚,忘记了时间,因而得到了永远的青春。以技养身,以心养技,以赤诚之心传承千年匠艺,此谓“匠心”。

The American writer Thoreau also wrote a story in the last part of Walden: There is an artist who pursues perfection and wants to make a walking stick. He looks for the right materials prudentially in the forest, so devotedly, confirmedly, and devoutly that he loses track of time and thus earns eternal youth. Preserve the health with skills and improve skills with heart. Inheriting millennial-aged craft with absolute sincerity is what we call “the craftsmanship”.

在商业的世界行走,具备匠心与情怀还远远不够,还要具备商业化能力,这就是新匠人。

Fighting in the world of business, craftsmanship and sensation won’t take you that far. You also need to be equipped with business capabilities. This is the craftsman of the new generation.

对于杨健这位新匠人,就是既要坚持把产品做到极致,是匠心;又要擅长商业赋能,是匠道,两者兼具,所以最有可能成为穿越历史的幸运儿。

As a craftsman of the new generation, Yang Jian does not only need to make products to perfection (craftsmanship), but also have outstanding business acumen (tool of the craftsman). Only those who have both are most likely to be the favourite to travel through history.

一流的匠人,必有一流的心性。

A first-class craftsman must have a first-class disposition.

“我洞察了一个需求真正是人性的需求,就是自我展现,自我实现,你走进来看,我们每个客人都是很乐于互动的,并且他们很开心,特别是我们来的时候,他们的表现都会更加有仪式感,都会更加认真,很漂亮。”杨健如是说。

“I have gained insight into a real human need, which is self-expression and self-actualization. When you enter our shops, you will find every customer is happy to interact and delightful. When we enter the room, they will all behave in a more ceremonial way, more earnest, and more charming.” Said Yang Jian.

毋庸置疑,盘子女人坊拍出来的照片必须是美的,是客户眼中英姿飒爽、温婉柔美、灵动脱俗等多种摇曳生姿的女性美的诠释,而在这个颜值迭代的世界,美也要抓住瞬时性,也得推陈出新,以符合消费者不断变化的审美需求。

Needless to say, the photos taken at Poetic Oriental Beauty must be beautiful. The photo is an interpretation of the female beauty with gracefully slender figures, bright and brave, gentle, fresh and refined. In a world where one type of beauty could quickly be out of date, we need to seize the moment of beauty while getting rid of the stale and bring forth the fresh, to meet the ever-changing aesthetic needs of consumers.

为保证原创性和持续性,2006年,杨健就成立了一个研发团队开发产品,他要求,“从人物到头饰,到服装,到背景,哪怕每一个道具融合在一起形成的这么一幅画面展现出来,就像一个画家创作一幅作品一样的,又要好看,要有意境。”

To ensure originality and sustainability, Yang set up a research and development team in 2006 to develop products. He demanded that “from the figure, the headwear, the costumes, to the background, a photo must look like an artwork created by a painter, beautiful and full of artistic conception.”

盘子女人坊的中国风延伸出五条线,一是诗词歌赋,从唐诗宋词等中国传统文化著作中提炼形成;二是影视IP孵化的主题,即绫影馆;三是添加了现代元素的翠袖冷,更为性感唯美;四是更具中国古典美的名伶记,也就是各类戏曲风格;还有第五种恋山河,传承着中国56个民族的独特之美。

Poetic Oriental Beauty has five product lines. First, Verses, Ditties, Odes and Songs– the four forms of poetry. The work is extracted and purified from traditional Chinese culture works, like Tang and Song poems. Second, film and TV themes with IP, i.e the Lingying Studio. Third, Cui Xiu Len with modern elements, sexier and more aesthetic. Fourth, Diva Memoirist, representing the more classic beauty of China, manifesting various styles of traditional (Chinese) opera. Fifth, Rivers and Mountains, presenting the unique charm of China’s 56 ethnic groups.

像画家创作,又完全不同,因为需要保证产品的可复制性,同时又为摄影师二次创作保留了空间,张弛有度的产品研发,每个摄影师拍片的可发挥的创作都为更好的产品呈现提供了源源不断的素材和灵感。所以杨健胸有成竹的保证,“我可以保证在不同的时期,每个客人来体验,拍的东西都是不一样的,所以我们影棚的更新率,包括背景的更新率,服装的更新率是非常非常快的。”

It is similar to a painter’s work, while totally different. Because the replicability of the product needs to be guaranteed. At the same time, it reserves space for the further creation of photographers, which provides plenty of materials and inspirations for better products. So Yang is dared to promise that “I can guarantee that every guest will have different experience and photos when they come in different periods of time. That’s why we update our studios, including backgrounds and costumes, rather quickly and frequently.”

为此,杨健聘请新东方美学第一人、奥斯卡奖最佳艺术指导、《卧虎藏龙》、《赤壁》、《夜宴》、《那年花开月正圆》等多部影视作品艺术指导叶锦添担任盘子女人坊艺术总监,“以拍电影的手法拍摄古装大片”。目前,盘子女人坊原创研发主题达1500余套。

To this end, Yang Jian hired Ye Jintian , the greatest artist in the field of new oriental aesthetics, winner of Oscar Best Set Decoration, art director of a number of film and television works like Crouching Tiger, Hidden Dragon, The Battle of Red Cliff, The Banquet, and Nothing Gold Can Stay, as the Art Director of the company. “Shooting the ancient costume photos by the way of shooting a film.” At present, the original themes developed by the company have reached more than 1500 sets.

在对话中,出乎我的意料,杨健对每一件作品的细节都如数家珍,从前期服饰设计、场景构建,到文化创意的复制推广,再到后期的照片呈现,制作工艺,杨健始终精益求精、乐此不疲参与其中,“好的产品才真正能打动顾客,特别是现在传播的速度是越来越快了,信息越来越对称,东西做得好与不好,客人是能感受到的,所以我觉得把精力放到产品上是很有意义的。”杨健说道。

During the dialogue, it came as a surprise to me that Yang is rather familiar with the details of each work, from the preliminary costume design, scene construction, to the replication and promotion of cultural creativity, the presentation of photos, and production process. He always strives for perfection and is super engaged. “Only good products can really impress customers, especially now the speed of information is much faster, and information gets more and more symmetric. Customers are sensitive to the quality of the product. So it makes sense to focus on the product.” Said Yang.

新审美、新技术能缔造好的产品,还需要通过与消费者建立快速、持续、无缝的链接关系。

New aesthetics and new technologies can create good products. Meanwhile, it is necessary to establish a fast, continuous and seamless connection with consumers.

盘子女人坊运营互联网技术,创新研发“在线照相馆”小程序,让消费者随时随地一秒穿越,生成定制“古风手机壳”让消费者在日常生活中更高频次的领略国风之美。并打通全网,实现了线上交流,下单、取件的快速通道,大大提高了效能和与客户的及时沟通和共享。

With the internet technology, Poetic Oriental Beauty creatively designed an application called “Online Photo Studio” to enable consumers to realize time travel at any time and anywhere, which could generate customized “archaistic mobile phone shell”, so that they can appreciate the beauty of chinoiserie more frequently in daily life. It has also connected the whole network, creating a fast track integrating online communication, order placing, and parcel collecting, which greatly improves the efficacy and timely communication with customers.

崇尚匠心,但要为匠心赋能。在杨健事业和人生的经营领域,他最崇拜的就是稻盛和夫先生,其《活法》对杨健影响深远。作为新匠人,杨健的“活法”是内外兼修。

To advocate craftsmanship, we need to empower it. The person Yang admires the most both in work and life is Inamori Kazuo. The book Way of Living has a profound impact on him. As a craftsman of the new generation, Yang’s way of living is to get refined internally and externally.

内是管理,是团队。细究这些决定企业成功与否的至关重要因素,相互之间,其实并非相互独立的,而是有一个“灵魂点”贯穿其中。产品由他而生产,市场由他而发现,商业模式由他来设计,企业由他来运营——“他”就是团队。成败萧何,一个优秀的团队既能够生产出优秀的产品,也能够发现市场“风口”,还可能设计出独特的商业模式,更是可以将企业运营得风生水起。

Internally, it means management and team. For those crucial factors that determine the success or failure of a company, they are not independent of each other but share a common “soul”. It is the team who makes the product, identifies the market, designs the business model, and operates the company. The team masters the fate of success or failure of the company. An excellent team can not only produce excellent products, spot market opportunities, but also be able to design unique business models and bring prosperous to the company.

令我有些意外的是,率领着一支能征善战的队伍,杨健说管人不难。“管理的本质并不是管,通过管理提升效率,激发人的潜能。”他追根溯源给出了三条做法,“你要有好的文化,好的文化就是让他们觉得愿意干。第二个,你要有好的流程,让他们知道怎么干。第三个要有好的制度,保障一定会高,就是‘三干’”。

Surprisingly, Yang does not think to lead a preeminent team and managing people is difficult at all. “The essence of management is not about management, but improving efficiency and stimulating human potential through management.” Said Yang. “You have to have a good culture, where people are very willing to throw themselves into the business. Second, you have to have good processes to let your staff know how to make things happen. Third, a good institution and system. These are the Three Giants.”

热衷于观察人的杨健,每天通过说话、做事观察人、了解人,同理心更强,也更愿意换位思考,从人性出发,“我觉得管理一定是从人性去出发,懂人性就好管理,我这么多年管理上面没碰到过压力,从创业到今天从来没碰到过压力。”

Keen on observing people, Yang observes and understands people every day through their talking and working. The stronger the empathy, the more willing you are to put yourself in others’ shoes. “I believe management must start from human nature, and it is easier to manage people if you understand human nature. I have never felt any pressure in management in all these years since I started my business.”

内有对人性管理的游刃有余,外则是对新技术、流量经济的借力打力。

Internally, he can manage human nature with ease. Externally, he takes advantage of new technology and flux economy.

优质产品的展现离不开新技术的加持,盘子女人坊的唯美中国风亦是数码技术迅猛发展推动的结果。有无数码技术,产品天壤云泥。2003年创立盘子女人坊,2004年数码相机问世,杨健踏准了鼓点,数码技术实现了背景喷绘、场景还原,还能采用大平光,杨健的中国风渐渐在摄影市场站稳脚跟。

The presentation of superior products is inseparable from the support of new technologies. The aesthetic chinoiserie of Poetic Oriental Beauty is also the result of the rapid development of digital technology. A product could look completely different with or without digital technology. Establishing Poetic Oriental Beauty in 2003, Yangjian accurately grasped the timing as the digital camera was invented in 2004. Digital technology enables background printing, scene restoration, and the use of zero diopters. Yang’s Chinese style gradually established a foothold in the photography market.

现在的盘子女人坊,更像是一个穿越千年之地的博物馆,一步一世界,文化之美、古典之美尽在其中。

Poetic Oriental Beauty today is more like a museum that spans thousands of years. People can immerse into the classical beauty of culture.

商业的肆意蓬勃,恰恰源于企业家们对市场逻辑的认同。他们看起来厚积薄发的惊鸿之举,在于从未或很少丧失市场的常识。谁坚持下来了,谁就是王者!

The flourish of business is precise because of the consensus on the logic of the market among entrepreneurs. They make a great coup, because they have never or rarely lost the common sense of the market. The one who holds out until the last is the King!

对话精选

Selected Dialogue

艾诚:所以如果要用一个公式去总结今天盘子女人坊一路走来的成绩的话,是不是可以讲包含中国风的内容,加上数码摄影技术的更新,再加上什么,就可以成就一个盘子?

Gloria Ai: To use a formula to summarize the achievement of Poetic Oriental Beauty, besides Chinese-style contents and the development of digital photography technology, what are the other elements necessary to bring Poetic Oriental Beauty to where it is today?

杨健:我觉得中国风的内容,数码技术的更新,还有一个就是我们对客户需求的了解。

Yang Jian: Besides Chinese-style contents and the development of digital photography technology, I think our understanding of customer needs is another crucial factor.

艾诚:以技来养心,这是不是就是匠心呢?

Gloria Ai: Preserve the heart with skills. Is this the craftsmanship?

杨健:当你在从事某一项事情的时候,当你特别专注的时候,你会忘掉一切,沉浸在里面,这种过程本身就是享受的,就是快乐的。

Yang Jian: When you are dedicated to one thing, you will forget everything else and immerse in it. This is an enjoyable process. It makes people happy.

文化传承的东方巨人

An Eastern Giant Who Inherits Culture

平民摄影风生水起,却没有对盘子女人坊这家中国风摄影机构形成冲击,它反而赢得了更大的市场。这源于中产阶级的崛起,新的消费阶层正在形成,他们有着新的审美需求,而盘子女人坊为他们提供了新审美。

Civilian photography springs up with each passing day, yet it does not form a threat and impact Poetic Oriental Beauty, a photographic company focusing on Chinese style. It is, on the contrary, winning a larger market. This stems from the rise of the middle class and the formation of a new consumer class. People have new aesthetic needs, and Poetic Oriental Beauty is the answer.

一直支持新匠人的财经作家吴晓波指出,不论做什么物件,都要符合现在新中产的审美标准和审美要求,符合强大的当代性。随着经济的迅猛发展,越来越多的中产消费者成为互联网经济的主流,他们具有美学思维,消费理性,看重颜值迭代,认同中国传统文化,而事实上,这不仅仅是中产消费者的趋势,而是整个中国经济的消费趋势。

Wu Xiaobo, a financial and economic writer who has always supported craftsman of the new generation, pointed out that no matter what objects made, they should meet the aesthetic standards and requirements of the new middle class and conform to the strong contemporaneity. With the rapid development of the economy, more and more middle-class consumers have become the mainstream of the internet economy. They have aesthetic thinking, show more rational consumption behaviour, value the appearance, and are more sympathetic to traditional Chinese culture. In fact, it is not just a trend occurring among middle-class consumers, but the consumption trend of the whole Chinese economy.

美学思维正在重构现代商业逻辑,改变着消费者的审美需求,盘子女人坊的中国风恰逢其时。经过十六年不断的创新与更迭,盘子女人坊将中国文化融入了摄影主题,将摄影做了成为中国文化的传承窗口,盘子女人坊也从一家摄影机构成为了一个实现古风情怀、体验中国文化的体验中心。这恰如杨健创立的这家摄影机构的名称——盘子,一抔土淬炼的瓷器,闪耀着纹理、时光之美,具备艺术和收藏价值,取名又是通俗易懂的盘子,这是阳春白雪和下里巴人之间恰到好处的平衡。

Aesthetic thinking is shaking up modern business logic and changing consumers’ aesthetic needs. Poetic Oriental Beauty embraces Chinese style at the right timing. After 16 years of continuous innovation and reformation, the company has integrated Chinese culture into different themes of photography, making photography a window for the inheritance of Chinese culture. Because of this, the company has also become an experience centre of Chinese culture and realizing nostalgic sensation. Just like the name of the company——dish, porcelain quenched by the earth, sparkling with the brilliant light of texture and time with artistic and collection value. It is also popular and easy to understand, a perfect balance between elegance and down to earth.

盘子女人坊创立时的2003年,婚纱摄影正如火如荼,杨健另辟蹊径,认为中国的消费者对“古典美人”更有文化认同感,成为中国风摄影的先行者,这就是人们常说的蓝海战略。

When Poetic Oriental Beauty was established in 2003, the business of wedding photography was growing vigorously. But Yang chose a different path. He believed that Chinese consumers are more culturally identified with “classic beauty”. To become a pioneer in Chinese-style photography, this is the so-called Blue Ocean Strategy.

当时的摄影市场大兴西式拍摄之风,对中国风的过分倚重并不吃香。刚开始谈合作的时候,杨健也吃过闭门羹,“我记得刚开始的时候,我跟别人去谈合作。当时有一个在国外回来的女孩,是商场营销部的老总,她当时就怼了我一下,她说你这个东西这么土,她说我们的客户会拍吗?现在人拍就拍西方的东西,她说你做这个东西有生意吗?”

Back then, western photography was the talk of the town, while Chinese style was not much sought after. In the early days, Yang was given the cold shoulder when negotiating cooperation. “I remember vividly that when I just started the business, I went to talk to the head of the Marketing Department of a mall who came back from abroad. She thumbed down my idea, doubting there would be anyone who would go for something so hillbilly. She said people were into western style, and my business was a no go.”

市场遇冷,杨健硬是像啃硬骨头一样啃下去,“将来我相信有一天,你会觉得我们中国的东西最漂亮,并且将来希望有一天老外能模仿我们中国,就是把中国的产品做得更漂亮,让你有一天你会去发现,原来我们中国风也这么美……中国几千年都是这么穿,这个是适合中国人的气质,中国人的骨骼,中国人的面貌的。”

When the market depressed, Yang kept going. “I believe one day people will find Chinese style the most beautiful style. I hope that one day foreigners will mimic us. We want to make Chinese style prettier so as to awaken people that our culture is so breathtakingly beautiful. Chinese have been dressing this way for thousands of years. This suits our temperament, our skeleton, and our face.”

对中国风一以贯之,为什么要把一个其实在传统,尤其是很容易被资本判断复制性低的一个行业,进行高速复制和发展?杨健坦言,“是我对中国文化的一种情怀,我从小就特别喜欢书法、国画,也喜欢阅读历史类书籍,中国的文化博大精深。我这个摄影机构也是中国文化的缩影,我们中国人有义务和使命传承,弘扬中国文化。”

Why quickly replicate and develop a business that is considered as one with low replicability by the investors? “I have a nostalgic sensation towards Chinese culture. I have been captivated to calligraphy and Chinese painting since little, and I love reading history books. Chinese culture is extensive and profound. Poetic Oriental Beauty is the epitome of Chinese culture. As a Chinese, we have the obligation and mission to inherit and promote Chinese culture.” said Yang.

盘子女人坊坚守把东方美推向世界大舞台的使命,让中国风以一种更轻松、更美妙的姿态走近日常生活,弘扬中国文化。浓郁的中国风,唯美的画面,流行的元素,恰恰符合了这个时代的新审美需求。杨健这个新匠人的商品,是为中国消费消费升级服务,人们越爱越愿意为美好生活买单。

Poetic Oriental Beauty adheres to the mission of bringing oriental beauty to the world, so that the Chinese style can approach our daily life in a more relaxed and splendid manner and carry forward Chinese culture. Strong Chinese style, beautiful pictures and modern elements accord with the new aesthetic needs of this era. This product serves the consumption upgrade of Chinese consumers, who are increasingly willing to pay for a better life.

杨健把强烈的中国文化情结视为推动他一路狂奔的力量,而他对10年后盘子女人坊的蓝图勾勒的野心勃勃,“我觉得10年之后的盘子女人坊,圆了我们中国大部分女性一个古装梦吧,店的话,我觉得10年以后最少开到1000家。”

Yang regards the strong Chinese cultural complex as a force that drives him all the way. He is puffed with ambition for Poetic Oriental Beauty after ten years. “I think ten years later, Poetic Oriental Beauty will bring the dream of most Chinese women to wear ancient costumes to life. With regard to the number of shops, I think at least 1000.”

橘子洲头、岳麓山脚下,完成对盘子女人坊创始人杨健的《艾问》专访,他相信人因梦想而伟大,也相信每天该做的梦就是不停地让盘子变得更好。他做的事新鲜吗?并不,但是每一个环节,每一个产品,每一项服务,他都要求要超预期地更好一点。从而证明了一个道理:这个世界上最好的商业模式就是“好”本身。

We finished the exclusive interview with Yang Jian, the founder of Poetic Oriental Beauty, at the foot of Yuelu Mountain, near Orange Island. He believes that men are made great by dreams, and his dream is to make Poetic Oriental Beauty better ceaselessly. Is what he’s doing new? No. But he requires every detail, every product, and every service to exceed the expectation. This substantiates the truth: the best business model in the world is “good” itself.

对话精选

Selected Dialogue

艾诚:这是一个国家的使命,文化复兴、中国梦、中国风,但国家的梦是由每一个人的梦实现的,在盘子中你觉得它能帮客户实现什么样的梦想呢?

Gloria Ai: This is a mission of a country, whether it’s the cultural revival, Chinese dream, or Chinese style. But the dream of a country is realized by everyone and is composed of everyone’s dream. What kind of dream of customers can be realized through Poetic Oriental Beauty?

杨健:我觉得盘子给客户的有两个梦,第一个梦就是在情感上面,让每一位女性拥有国家富强、文化自信。另外,在她个人的层面可以让她变得更美,圆她一个明星梦。

Yang Jian: I think Poetic Oriental Beauty can help customers realize two dreams. Emotionally, it will let every woman have more confidence in a strong and prosperous country and splendid culture. Personally, it can make her more beautiful and make her star dream come true.

杨健:我想送给《艾问》团队一句话,也是我的一个信仰:人因梦想而伟大。

Yang Jian: I would like to share one sentence with the team of iAsk, which is also my belief: Men are made great by dreams.