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和着阿里巴巴在纽交所上市时的那一阵钟瑟齐鸣，马云，这位昔日的英语教师，如今的商界大咖，在这充斥着豪商巨贾熙攘叫嚣的浮世绘中异军突起，高调了一把。早在一个多世纪以前，曾国藩便定下“天下事，有所利有所贪者成其半，有所激有所逼者成其半”的格调。曾大人若在今天，必会轻抚马云先生那光洁、宽硕的额头颔首而道：“孺子可教”。当然，马云头上的光环不宁唯是—他是中国电商界的开拓者，是被传奇了的也是正在创造传奇的“高智团”领袖；是擎着创新大旗并将“Innovation distinguishes between a leader and a follower.” （领袖和跟风者的区别就在于创新）理念塞进那貌似ET脑壳中的业界奇人；他是野心家、纵横家，是创造美国史上最大IPO的幕后推手。然而今天，我想聊聊这位昔日同行在艺术圈玩的盆满钵满的一票。
为推广旗下应用程序往来，马云创作了一幅貌似太极阵混合卡布奇诺的水墨画“马体”进行慈善拍卖，引发大量围观，最终拍得善款242万人民 币。
拍画之后，艺术圈一片哗然。美术评论家们纷纷起身讨伐，各种痛心疾首，痛斥马云的做法扰乱了绘画传统、破坏了专业根基。一言以蔽之，此乃乱来。其实，非艺术名人作画拍得高价在艺术圈已非罕事，喜剧演员赵本山、央视名嘴倪萍、影视大哥冯小刚等纷纷效法。只不过这次马云动作过大，围观人数众多，才招致较大的非议。笔者认为，若论失仪，唯说这次跨界跨的有些大了。电影里不也说嘛，步子迈得大了，容易扯着…肉。确实，马先生熟谙自己卖的不是画，而是营销手腕，是他那极具创意性的大脑袋瓜结下的晶体。他将营销视为产品且不分畛域，只要有噱头、够规格，便可打包售卖。在商言商有利益便可图。从这个角度分析看来，马云鬻画并不为过。个人以为，若是比对着画家的条件来要求他，反倒是显得小气了。
当然，凡事若上升至艺术层面，确实不可亵玩。请广大看客也特别注意，商业行为和艺术行为着实有别。马云鬻画，卖的不是作品，而是话题；买家买的也不是艺术，是精神。马云这头高智商的小兽，是营销时代的产物，是经济腾飞的产物，只要不违背法律，有利经济发展，我们固然支持；只是艺术之事，万万小心，文人墨客们的传统不可破，那是精华、是传承、也是积淀。
背景Background
中国电商巨头阿里巴巴的马云，为大力推广公司旗下一个名为“来往”的手机应用程序，将其绘画作品进行公开慈善竞拍并最终拍得善款242万人民币。
Jack Ma， billionaire founder of China’s leading e-commerce giant Alibaba， has sold his own painting for 2.42 million yuan in his company’s debut charity auction， widely viewed as an attempt to promote the group’s new mobile messaging application “Laiwang”.
画作极具中国特色，用水墨勾画而成，马云创意性地称其为“马体”。这幅画在“淘宝”平台上展开竞拍，招引大量围观。仅3天，竞拍量高达913次。以至拍卖方不得不一再推迟竞拍截止日期。最终，画作以高价被一名香港买家收入囊中。按照约定，所拍得的两百多万也全数捐献到了一个由“淘宝”与“中国红十字会”合作的慈善项目中。
The traditional Chinese-style brushstroke artwork， imaginatively titled “Ma-style painting，” was sold on Alibaba Group’s consumer-to-consumer online retail platform Taobao in an auction that became increasingly heated. More than 913 bids were placed over the three-day-bidding process and the company was forced to push back the auction deadline dozens of times for enthusiastic bidders， according to the Taobao website. A bidder from Hong Kong won the auction for the abstract painting and the proceeds were donated to a charity project co-organised by Taobao and the Red Cross Society of China.
追根求源，此举源自马云曾承诺只要其在“来往”账户上的关注量愈10万，便鬻画赚吆喝。很显然，他的目的达到了： 仅卖画当日关注人数便激增至43万。此次拍卖被广泛视为推广名为“来往”的手机应用程序的市场噱头。在该程序刚刚上架的同时，马云在他的“来往”账号上宣布，想要竞拍他的作品需要在“来往”软件上注册成为用户。
The idea for the auction first arose when Ma earlier this month made a promise that if the number of registered users following his Laiwang account reached 100，000 by December 12， he would sell a painting that he created himself. The number of his followers shot up to almost 430，000 on the same day. The auction was widely viewed as a marketing stunt for Laiwang， which was launched in September， as Ma had originally announced the auction on his Laiwang account and said users wanting to bid would have to register and follow him on the mobile messaging application.
这幅画引来热议，广大网友积极发挥想象力臆测画作内容：是棒棒堂？飘荡的云彩？太极阵？煎饼？还是一杯绞着奶油沫的卡布奇诺咖啡？
Meanwhile， Ma’s painting elicited several guesses from internet users baffled over what exactly it depicted. Among the guesses were lollipop， drifting cloud， a tai chi symbol， battercake， and a cup of cappuccino decorated with a swirl of cream.
为推广旗下应用程序往来，马云创作了一幅貌似太极阵混合卡布奇诺的水墨画“马体”进行慈善拍卖，引发大量围观，最终拍得善款242万人民 币。
拍画之后，艺术圈一片哗然。美术评论家们纷纷起身讨伐，各种痛心疾首，痛斥马云的做法扰乱了绘画传统、破坏了专业根基。一言以蔽之，此乃乱来。其实，非艺术名人作画拍得高价在艺术圈已非罕事，喜剧演员赵本山、央视名嘴倪萍、影视大哥冯小刚等纷纷效法。只不过这次马云动作过大，围观人数众多，才招致较大的非议。笔者认为，若论失仪，唯说这次跨界跨的有些大了。电影里不也说嘛，步子迈得大了，容易扯着…肉。确实，马先生熟谙自己卖的不是画，而是营销手腕，是他那极具创意性的大脑袋瓜结下的晶体。他将营销视为产品且不分畛域，只要有噱头、够规格，便可打包售卖。在商言商有利益便可图。从这个角度分析看来，马云鬻画并不为过。个人以为，若是比对着画家的条件来要求他，反倒是显得小气了。
当然，凡事若上升至艺术层面，确实不可亵玩。请广大看客也特别注意，商业行为和艺术行为着实有别。马云鬻画，卖的不是作品，而是话题；买家买的也不是艺术，是精神。马云这头高智商的小兽，是营销时代的产物，是经济腾飞的产物，只要不违背法律，有利经济发展，我们固然支持；只是艺术之事，万万小心，文人墨客们的传统不可破，那是精华、是传承、也是积淀。
背景Background
中国电商巨头阿里巴巴的马云，为大力推广公司旗下一个名为“来往”的手机应用程序，将其绘画作品进行公开慈善竞拍并最终拍得善款242万人民币。
Jack Ma， billionaire founder of China’s leading e-commerce giant Alibaba， has sold his own painting for 2.42 million yuan in his company’s debut charity auction， widely viewed as an attempt to promote the group’s new mobile messaging application “Laiwang”.
画作极具中国特色，用水墨勾画而成，马云创意性地称其为“马体”。这幅画在“淘宝”平台上展开竞拍，招引大量围观。仅3天，竞拍量高达913次。以至拍卖方不得不一再推迟竞拍截止日期。最终，画作以高价被一名香港买家收入囊中。按照约定，所拍得的两百多万也全数捐献到了一个由“淘宝”与“中国红十字会”合作的慈善项目中。
The traditional Chinese-style brushstroke artwork， imaginatively titled “Ma-style painting，” was sold on Alibaba Group’s consumer-to-consumer online retail platform Taobao in an auction that became increasingly heated. More than 913 bids were placed over the three-day-bidding process and the company was forced to push back the auction deadline dozens of times for enthusiastic bidders， according to the Taobao website. A bidder from Hong Kong won the auction for the abstract painting and the proceeds were donated to a charity project co-organised by Taobao and the Red Cross Society of China.
追根求源，此举源自马云曾承诺只要其在“来往”账户上的关注量愈10万，便鬻画赚吆喝。很显然，他的目的达到了： 仅卖画当日关注人数便激增至43万。此次拍卖被广泛视为推广名为“来往”的手机应用程序的市场噱头。在该程序刚刚上架的同时，马云在他的“来往”账号上宣布，想要竞拍他的作品需要在“来往”软件上注册成为用户。
The idea for the auction first arose when Ma earlier this month made a promise that if the number of registered users following his Laiwang account reached 100，000 by December 12， he would sell a painting that he created himself. The number of his followers shot up to almost 430，000 on the same day. The auction was widely viewed as a marketing stunt for Laiwang， which was launched in September， as Ma had originally announced the auction on his Laiwang account and said users wanting to bid would have to register and follow him on the mobile messaging application.
这幅画引来热议，广大网友积极发挥想象力臆测画作内容：是棒棒堂？飘荡的云彩？太极阵？煎饼？还是一杯绞着奶油沫的卡布奇诺咖啡？
Meanwhile， Ma’s painting elicited several guesses from internet users baffled over what exactly it depicted. Among the guesses were lollipop， drifting cloud， a tai chi symbol， battercake， and a cup of cappuccino decorated with a swirl of cream.