默默创业十余载，一朝成名众人知。

For more than ten years of silent entrepreneurship, people know that they have become famous in the first dynasty.

2020年以前，听过“不二轩”或对其有了解的人不多。但从去年开始，这三个字已响彻行业内外。

Before 2020, there are few people who have heard or know about it. But since last year, the three words have been heard both inside and outside the industry.

作为不二轩书画创始人，不二城（厦门）科技有限公司总经理林闽定也以“光速”被人知晓。

As the founder of bierxuan calligraphy and painting, Lin minding, general manager of buercheng (Xiamen) Technology Co., Ltd., is also known for "speed of light".

01.做心中所想

01. do what you think

林闽定出生于被称为“有福之州”的福州，大学毕业后就开始自主创业，当时的创业项目是做QQ、微信等平台的流量推广。

Lin minding was born in Fuzhou, known as "blessed state", and started to start his own business after graduation. At that time, the entrepreneurship project was to promote the flow of QQ and wechat platforms.

2011年，因公司寻求技术合作来到厦门，原定于一周一次的频率，因为被这座城市所吸引，而选择留了下来。

In 2011, the company came to Xiamen for technical cooperation, which was scheduled to be once a week. It was attracted by the city and chose to stay.

“我一直都在追求一个能自己掌控资源、可以真正按照自己思路去做的创业模式”。对于自己的创业初衷，林闽定告诉海西商界记者。

"I have been pursuing a business model that can control resources and do it according to my own ideas.". For his original intention, Lin told Haixi business reporters.

2015年，国内直播行业进入快速发展阶段，巨额资本疯狂加持。2016年，林闽定成立不二城（厦门）科技有限公司，专注于网红直播。正如那句名言：站在风口，猪都能飞起来。毫无意外的，当时的不二城也培养了诸多千万级的网红，一时风头无两。

In 2015, the domestic live broadcasting industry entered a rapid development stage, with huge capital being held crazily. In 2016, Lin minding established the city (Xiamen) Technology Co., Ltd. focusing on live broadcast on the Internet. As the saying goes: standing at the air outlet, pigs can fly. No surprise, at that time, no two cities also cultivated a lot of tens of millions of levels of net red, a moment of wind no two.

虽然一切的市场表现及融资数字都预示着直播行业正在成为一个庞大的新兴市场。但另一方面，低俗的内容也成为当时直播行业从业者头上的“达摩克利斯之剑”。

Although all market performance and financing figures indicate that the live broadcast industry is becoming a huge emerging market. On the other hand, the vulgar content also became the sword of Damocles on the hands of the practitioners in the live broadcast industry.

“我们团队其实一直在寻找更有利于社会发展和传播文化自信的直播方向。最初选择的是书画，后面也尝试了各种各样的艺术品，最后发现还是书画最好，更正能量，也更响应传承和宏扬中国书画的号召。”林闽定对海西商界记者表示。

"Our team has been looking for a live broadcast direction that is more conducive to social development and cultural confidence. At first, I chose calligraphy and painting, and then tried various kinds of art. Finally, I found that calligraphy and painting were the best, and corrected energy, and also responded to the call of inheriting and promoting Chinese calligraphy and painting. " Lin minding told reporters in the business community in Western China.

文化兴，则国家强。“一个国家、一个民族的强盛，是以文化兴盛为支撑，中华民族伟大复兴需要以中华文化发展繁荣为条件。”

If culture is prosperous, the country will be strong. "The prosperity of a country and a nation is supported by the prosperity of culture. The great rejuvenation of the Chinese nation needs to be conditional on the development and prosperity of Chinese culture."

2018年末，林闽定正式为旗下的书画直播平台取名为“不二轩”。希望为书画的传承、大众文化自信的提升贡献自己的一份力量。

At the end of 2018, Lin minding officially named "no two Xuan" as its live platform for calligraphy and painting. I hope to contribute to the inheritance of calligraphy and painting and the promotion of the confidence of the mass culture.

02.传承传统书画

02. inherit traditional calligraphy and painting

“希望不二轩能够为书画的传承贡献一点力量。”

"I hope that no two Xuan can contribute a little power to the inheritance of calligraphy and painting."

这是现在的林闽定说得最多的一句话。而他自2018年选准这个方向后，一直以此为目标，身体力行。

This is the most said word by Lin min Ding now. Since he chose this direction in 2018, he has been aiming at it and doing it.

经过几年不懈的坚持和努力，同时在“天时”的加持下，“不二轩”已成为互联网平台书画行业的引领者。2020年累计实现线上营收3亿元，已签约近2000位知名书画家，并让旗下的诸多书画家都通过平台实现了千万的年收入。

After several years of unremitting persistence and efforts, at the same time, under the support of "Tianshi", the "No.2 Xuan" has become the leader of the Internet platform calligraphy and painting industry. In 2020, the online revenue will be RMB 300million yuan, and nearly 2000 famous calligraphers have been signed, and many of its calligraphers have achieved tens of millions of annual income through the platform.

但从线下书画市场迈上直播拍卖，对于书画家来说，也并非一蹴而就。甚至2020年以前，更多书画家选择的是观望。

But from offline calligraphy and painting market to live auction, for calligraphers, it is not overnight. Even before 2020, more calligraphers chose to watch.

直至去年直播行业的火爆出圈，不二轩平台上书画家们实现的“名利双收”，以及林闽定本身对于书画传承的“大爱”，让这些旁观者深深明白：能快速变现比一直挂在墙上等升值的价值更大、更诱人。因此，越来越多的书画家不再犹豫，甚至慕名而来，选择加入不二轩。

Until last year, the live broadcast industry was in a hot circle. The "fame and profit and double harvest" realized by calligraphers on the platform of No.2 Xuan and Lin minding's "great love" for the inheritance of calligraphy and painting made these bystanders deeply understand that the value of quick realization is greater and more attractive than the appreciation of the value of appreciation such as hanging on the wall. Therefore, more and more calligraphers no longer hesitate, even to come to the name, choose to join the second Xuan.

03.顺势而为，立于不败之地

03. to act in a invincible position

2020年8月某日晚间，中国美协会员、首届“陆俨少奖”金奖得主张龙正在不二轩平台进行直播拍卖，当时两万粉丝在线观看，直播两个半小时、33件不同尺幅国画人物作品，累计27.8万的最终成交价。

On the evening of August 2020, Zhang long, a member of the Chinese Association of American and winner of the first gold award for "Luyan Shao Award", was conducting live auction on the platform of No.2 Xuan. At that time, 20000 fans watched online, and broadcast 33 Chinese painting figures with different scales for two and a half hours, totaling 278000 final transaction price.

如果放到线下交易，这个价格或只能买到一副张龙的国画人物作品。可以说，直播拍卖颠覆了传统书画的销售模式。

If you put it offline, you can only buy a picture of Zhang long at the price. It can be said that live auction subverts the traditional sales model of calligraphy and painting.

此前可能是100幅作品在画廊展示一年，现在不二轩直播间展示不到一天。画廊等机构“两年不开张，开张吃两年”的情形几乎不会出现在平台上。

It was probably 100 works that had been displayed in the gallery for a year, and now it will be less than a day in the live studio. The situation of "two years without opening and two years of opening eating" in institutions such as galleries will hardly appear on the platform.

“我们直播间的作品是100%成交，因为是零元起拍，让用户用人民币来决定作品的价值。拍卖对于粉丝们的乐趣就在于：我来这里捡漏了，我能用比别人更便宜的价格拍得价值更高的作品。”林闽定笑着表示。

"Our live studio works are 100% closed because it is zero yuan to start shooting, let users use RMB to determine the value of the work. The fun of the auction for fans is: I came here to pick up the leaks, and I could make more valuable works at a cheaper price than others. " Lin minding said with a smile.

和线下拍卖相比，直播竞拍的模式显得更为灵活，用户只需一部手机，即可近距离观摩各类名家大师作品，并参与拍卖，且享受其中的乐趣。“对于普通百姓而言，隔着一个手机屏幕，就信任我们下订单付款，这是对不二轩的信任。”

Compared with offline auction, the mode of live auction is more flexible. Users can watch the works of famous masters and participate in the auction and enjoy the fun by just one mobile phone. "For ordinary people, across a mobile screen, trust us to place orders to pay, this is the trust of no two Xuan."

对于不二轩而言，这份信任难能可贵，他们也始终在用一言一行维护这份信任。从创立到现在，不二轩承诺给画家的推荐费，一次都没有出过错。甚至最初有些画家对费用非常不信任，他们核对所有的结算记录，发现一一无错后感慨不已。不二轩的诚信，让被骗过多次的他们觉得倍感可靠，同时也愈发有动力。

For No.2 Xuan, this trust is precious, they also always use one word and one thing to maintain the trust. From the founding to now, no two Xuan promised to the painter the recommendation fee, once did not fault. Even at first some painters were very distrust of the expenses. They checked all the settlement records and felt deeply after they found that they were correct. No.2 Xuan's honesty, let the cheated many times they feel more reliable, but also more powerful.

“这是我们所有人的努力。不二轩并不是一下子在2020年突然爆发的，而是经过时间的沉淀，大家对我们讲求诚信、不弄虚作假的品牌的认可。”他补充说道。

"It's all of US's efforts. No.2 Xuan is not suddenly erupted in 2020, but after the precipitation of time, we are asking for the recognition of the brand that we are sincere and not to make false. " He added.

鬼谷子有云：“人生在世，需顺势而为，方可立于不败之地”。而顺势而为，也是林闽定对“不二轩”书画能快速成长起来的总结。

The ghost Valley has the cloud: "life is alive, need to follow the situation, can be in invincible place.". And the trend, is also Lin min Ding to "no two Xuan" calligraphy and painting can grow up quickly.

盛世兴文玩，乱世藏黄金。在经济高速发展的今天，传统艺术受到空前重视。“要特别重视挖掘中华五千年文明中的精华，弘扬优秀传统文化”。

The prosperous world is a place for fun and gold is hidden in the disorderly world. With the rapid development of economy, traditional art has been paid more and more attention. "We must pay special attention to excavating the essence of China's five thousand years of civilization and carrying forward the fine traditional culture".

看大势，识大势，是亘古不变的真理。但在这样的“大势”下，书画行业也有着多年不治的痼疾。

It is an eternal truth to look at the great situation and to know the great trend. But under such a "great trend", the calligraphy and painting industry has many years of chronic diseases.

04.把中国书画推向全世界

04. push Chinese calligraphy and painting to the world

在中国，书画家是一个看似光鲜亮丽、令人羡慕的职业，但背后，他们都面临着不同的生存烦恼：刚从艺术院校毕业的学生，被画廊签约的寥寥无几，大多还得依靠家庭支持。

In China, calligraphers are a seemingly bright and enviable profession, but behind them, they are faced with different survival troubles: the students who have just graduated from art colleges are signed by the gallery, and most of them have to rely on family support.

名气不大的书画家写了、画了几十年的书画，有的甚至一幅作品都没有卖掉。知名度高的书画家虽然生活富裕，不为生计所担忧，但却经常被俗事缠身，难有静心创作的空间。

The famous calligraphers have written and painted for decades, and some even one of them have not been sold. Although the famous calligraphers are rich and don't worry about their livelihood, they are often entangled by common things, and they have no room for quiet creation.

“据我所知，很多画家以前在家里都是被太太叫去做饭、洗衣服、拖地板。太太们也不让买笔墨纸砚，说买那么多干嘛。”林闽定笑着说。

"As far as I know, many painters were told by their wives to cook, wash clothes and mop the floor. The ladies also refused to buy ink and ink, and said what to do with so much. " "Lin min Ding said with a smile.

正如马克思《资本论》里所提到的：经济基础决定上层建筑。相关数据表明，目前专门搞书画创作的艺术家有80%左右的人被经济问题左右，无法完全静下心来搞艺术创作。有80%-90%的书画家没有经济实力出版自己的画册，进行宣传和包装。

As Marx mentioned in capital, the economic foundation determines superstructure. Relevant data show that 80% of the artists who are engaged in calligraphy and painting creation are affected by economic problems and cannot be completely quiet about artistic creation. 80% to 90% of the calligraphers have no economic strength to publish their own albums for publicity and packaging.

更有甚者，为了实现自己职业画家的梦想，以副养主成为很多画家的无奈选择，他们用经营生意赚来的钱铺就自己的画家之路，或者为了生计只能选择转行。这也是为什么每年报考美院的学子有几十万之多，但最后真正从事这一行的人，少之又少。

What's more, in order to realize their dream of professional painters, they have to choose to become many painters by the assistant owners. They can only choose to change their own painter road with the money they earn from business operation or to make a living. This is why there are hundreds of thousands of students who apply for the Academy of art every year, but there are few people who actually engage in this business.

但是不二轩的出现以及崛起，已经在某种程度上从根本改变了这种现状。不仅知名画家的收入呈大幅度上涨，就算中腰部、甚至90后的年轻画家，年收入实现百万的都不在少数。

But the emergence and rise of bixuan has fundamentally changed this situation to some extent. Not only the income of famous artists has increased greatly, even the middle waist, even the young artists after the 90s, the annual income of millions is not in the minority.

最重要的是，当画家们不再为生计发愁时，就有了更多的精力和时间花在艺术创作上。这也是为何，很多书画家来了不二轩之后，均表示：在这里自己一个月所创作的作品，比之前在协会一年所做的作品都要多。

Most importantly, when painters no longer worry about their livelihood, they have more energy and time to spend on artistic creation. This is why, many calligraphers come to the hall, all said: here their own one month of work, than in the association in a year before the work done more.

也正是如此，业内有人将“不二轩”誉为拯救书画行业痼疾的开拓平台。

It is also true that some people in the industry regard "no two Xuan" as a platform for the development of saving the chronic diseases of the calligraphy and painting industry.

“其实书画能不能够更好的传承？首先要看大家是否了解，全中国仅有千分之三对书画有了解的人，几乎都汇聚在了我们平台。不二轩希望做书画界的‘星巴克’，以直播的形式把中国书画推向全世界，让更多民众知道书画，了解书画的价值。”从林闽定的话语中，记者感觉到了他的信心和决心。

"Can calligraphy and painting be better inherited? First of all, it depends on whether you know that only three thousandths of people in China who have knowledge of calligraphy and painting have gathered in our platform. "We hope to be a Starbucks" in the field of calligraphy and painting, and push Chinese calligraphy and painting to the world in the form of live broadcast, so that more people can know about calligraphy and painting and understand the value of calligraphy and painting. " From Lin min Ding's words, the reporter felt his confidence and determination.

05.无欲速，无见小利

05. no desire for speed, no small profit

传承书画，看似简单的几个字，承载的却是巨大的责任和压力。林闽定告诉记者，“不二”在佛教用语里有唯一的含义，他希望可以在某个领域做到唯一或者第一。而不二城的商标是蓝色的，也希望在互联网的蓝海领域是第一个吃螃蟹的人。

Inheriting calligraphy and painting, seemingly simple words, carries huge responsibilities and pressures. Lin told reporters that "No 2" has a unique meaning in Buddhist terms, and he hopes to be unique or first in a certain field. The trademark of No.2 city is blue, and hopes to be the first person to eat crabs in the blue sea area of the Internet.

“事实上我们已经做到了。”他说。不过这份“做到”背后，没这么轻松罢了。

"In fact we have." He said. But behind this "do it" it's not so easy.

其实，书画从直播之初就陆续有人从事这行，但当时的书画艺术家心理上普遍比较排斥。据林闽定回忆，最初其为了邀请一位市美协的书画家来平台直播，都是三顾茅庐，请了好几次才请“出山”，且给的价格也非常高。

In fact, calligraphy and painting have been engaged in this business since the beginning of the live broadcast, but the artists at that time were generally excluded from psychology. According to Lin minding, in order to invite a city Artists Association to the platform to live, they were all sangutou, please several times to ask "out of the mountain", and the price is very high.

“所以前期做书画直播，邀约书画家是非常难的事情。也因为我们最初没找到直播最核心的销售模式，所以困难到没办法再继续，在这个过程中我自己也是各种抵押、借钱。”

"So it is very difficult to invite calligraphers to do live TV of calligraphy and painting in the early stage. Because we didn't find the most core sales mode of live broadcast at first, it was difficult to continue. In this process, I was also a variety of mortgage and loan money. "

据他回忆，最困难是在2019年7月份，那时候公司仅剩几个人。

The hardest thing, he recalls, was in July 2019, when the company had only a few people left.

痛定思痛，林闽定当时将整个销售模式进行了非常大的调整，不再采用由书画家们定价的形式，而是将书画价格让用户决定，也就是拍卖的形式来做，因为缺人，他亲自上阵当主播。就这样，不间断地播了半年，依靠着诚信和100%真实的作品，才让不二轩慢慢地“起死回生”。

Thinking hard, Lin minding made a great adjustment to the whole sales model at that time. Instead of pricing by calligraphers, he let the users decide the price of calligraphy and painting, that is, auction. Because of the lack of people, he went on the front to be the host. In this way, it has been broadcast for half a year, relying on honesty and 100% of the real works, so that the two Xuan slowly "start and die and return to life".

其实，林闽定本可以做的不那么辛苦。在2018-2019年，有些书画作品直播间，为了快速获利，会选择在淘宝进货，就用几十元的印刷品冒充画家作品，从中赚取巨额的差价。“一开始确实能赚很多钱，但后来发现他是假的，我觉得不能做，肯定要出问题。所以决定要做，就做真字画，所以也才会像我说的那么困难。”

In fact, Lin min Ding could have done less hard. In 2018-2019, some live studio of calligraphy and painting works will choose to purchase Taobao for quick profit, and they will use dozens of yuan of printed products as painter works to earn huge price difference. "I can make a lot of money at first, but I find him false. I think I can't do it. There must be a problem. So decide to do it, do real calligraphy and painting, so it will be as difficult as I said. "

但正如孔子所言： "无欲速，无见小利。欲速，则不达；见小利，则大事不成。”对于林闽定而言，他并不着急一开始就要赚多少钱，只是先用目标来迭代自己的项目，用信任来真正服务好一小部分客户，然后让"幂次法则”发生作用。

But as Confucius said, "there is no desire for speed, no small profits.". If you want to be quick, you will not achieve it; if you see small profits, you will not achieve great things. " For Lin minding, he was not in a hurry to make much money at first, but he iterated his projects with goals, served a small number of customers with trust, and then made power law work.

06.建立一个书画帝国

06. establish an empire of calligraphy and painting

林闽定告诉记者：未来3年，不二轩预计签约画家人数达2.5万人。

Lin told reporters: in the next three years, No.2 Xuan expects the number of contracted painters to reach 25000.

或许，在旁人眼中，书画创作群体数量庞大，仅中国书协、美协都拥有各级会员万余人，签约2.5万画家并不是一个多难实现的目标。但实际上以中国美协为例，现有的两万多会员里，真正画书画的就3000人左右。

Perhaps, in the eyes of others, there are a large number of calligraphy and painting creation groups. Only China Calligraphy Association and American Association have more than 10000 members at all levels. Signing 25000 painters is not a difficult goal. But in fact, taking the Chinese American Association as an example, about 3000 people actually draw calligraphy and painting among the 20000 members.

由于历史原因，我国书画人才一直以来就面临着年龄断层和人才匮乏的问题，因此，可以想象，在这样的大背景下，林闽定规划的三年要签2.5万书画家，其实是很难做到的事情。

Due to historical reasons, Chinese calligraphy and painting talents have been facing the problem of age fault and lack of talents. Therefore, it can be imagined that under such a background, it is difficult to sign 25000 Book painters in the three years of Lin minding plan.

“所以我们接下来要做的是中国好书画和不二轩美院，自己培养人才。”林闽定解释说。

"So what we will do next is to train talents by ourselves, including good calligraphy and painting and Fine Arts Institute of No.2 Xuan in China." Lin min Ding explained.

中国好书画，顾名思义类似于“中国好声音”，后者燃起了普通大众对音乐的热情，而林闽定希望通过“中国好书画”掀起大家对书画的热爱以及投资浪潮。而这些海选选到的最优质、最顶尖、有画画天赋的学生，将进入不二轩美院，由其签约的顶尖画家进行一对一教学。

Chinese good calligraphy and painting, as its name implies, is similar to "good voice of China", which has aroused the enthusiasm of the general public for music. Lin minding hopes to set off the wave of love and investment in calligraphy and painting through "good Chinese calligraphy and painting". The students who have the best quality, the best and the talent for painting will enter the Art Institute of biixuan, and the top painters signed by them will teach one-on-one.

“不二轩美院就是年轻明星书画家的成长摇篮。它的价值超级巨大，这让我们能够有一个非常肥沃的土壤，可以在年轻新一代里培养出类似齐白石、徐悲鸿这样的大咖。最终，我们会建立一个书画帝国。”林闽定坚定的对记者说。

"The best art academy is the cradle of young star calligraphers. Its value is super huge, which allows us to have a very fertile soil, can cultivate such big currants as Qibaishi and Xubeihong in the new generation. Finally, we will build an empire of calligraphy and painting. " Lin minding firmly told reporters.

07.结语

07. conclusion

“团结一群有能量的人，做正能量的事情”，是林闽定的创业情怀。

"Unite a group of energetic people and do positive energy things" is Lin minding's entrepreneurial feelings.

建立书画帝国，为书画的传承贡献自己的一份力量，是他的创业目标。

It is his business goal to establish the Empire of calligraphy and painting and contribute to the inheritance of calligraphy and painting.

情怀纯粹，目标明确。相信在这样一群有能量的人的助推下，林闽定的目标实现之日不会太远。

Pure feelings, clear goals. I believe that with the help of such a group of energetic people, the goal of Lin min will not be far away.

“您理想中想要打造的企业是什么样的？”采访最后，海西商界记者问道。

"What kind of enterprise do you want to build in your ideal?" At the end of the interview, the business reporter from Haixi asked.

“我的理想是希望能够搭建一个对社会、对身边朋友有帮助的企业。”林闽定给了一个既在意料之外，又在情理之中的答案。

"My ideal is to build a business that helps society and friends around me." Lin min gave an answer that was unexpected and rational.