Philips Auctions has introduced a website and regular newsletter written in Chinese for its growing Chinese clientele.
Managing director Tony Philips said many Chinese auction goers knew a little about attending auctions but were not overly familiar with the conditions of sale or schedules and often had difficulty communicating with auction house staff.
“The new Chinese site mirrors the English one except they now can read it in their own language, which hopefully will avoid much of the present confusion,” he said.
“People looking at the site can choose either the British or Chinese flag to get the corresponding English or Chinese version.”
Now that at least 40 per cent of Philips Auctions clients are Chinese, the auction house has employed a Chinese speaking assistant to help answer any questions during auction viewing periods to make them feel more comfortable and more prepared to buy – meaning vendors should achieve better results.
As a further incentive for its Asian clientele, Philips Auctions has printed every main heading in the Oriental section of its catalogue in Chinese as well as English and selected items in the Jewellery section.