Approaching Valentine's Day, online and offline flower orders have soared. Data from Ele.me shows that during Valentine's Day this year, the elderly group has become another "main force" of online flower ordering, not only its flower order volume is 6 times that of the same period last year, but also the flower styles favored by young people such as crushed ice blue roses and national style mixes have also been welcomed by elderly users.
"Always love you" and "good health" are the same as the bouquet of high-frequency words
Compared with young people's pursuit of new and peculiar flower combinations, in the elderly consumer group, in addition to the traditional 11, 19, 99 roses and other conventional bouquets, cappuccino, crushed ice blue roses and other novel flowers are also welcomed. Taking crushed ice blue roses as an example, the number of orders from elderly users has exceeded 25% in related orders.
At the same time, Jiang Yi, the person in charge of the "Moment Flower Shop", observed that unlike young consumers, the elderly users' order notes and bouquet text, in addition to the sentences that directly express love, words such as "body is always healthy" appear more frequently.
"The expression 'always love you' is an expression of desire for many young consumers, and for the vast majority of elderly consumers, it is already something they have proved." Jiang Yi said.
Hungry elderly users book roses
The rising price of flowers cannot stop the enthusiasm of the energetic elderly to buy flowers
It is understood that due to the impact of low temperatures, the production of flowers in Yunnan has dropped significantly this year, the price of mainstream flower materials such as rose lilies has risen, and the price of popular flowers is expected to be more than twice the price of last year.
The rise in flower prices has not reduced the enthusiasm of users to buy flowers during the festival. According to Wang Qian, head of the Ele.me flower industry, during Valentine's Day, the overall order volume of Ele.me will increase by more than 300% year-on-year. In addition to roses, orders for flowers such as carnations and tulips have also increased significantly.
Even so, especially in the first- and second-tier cities in the country, elderly consumers have still become one of the main groups of people buying flowers at festivals.
Fancy show love, national style roses in short supply
According to Jiang Yi, the person in charge of the "One Moment Flower Shop", the acceptance of the elderly on the Internet in the past two years has become higher and higher. Not only Valentine's Day, but also in the Spring Festival, March 8 Women's Day, Tanabata Festival and other festivals, the orders for hungry flowers from the elderly "can rise three or four times every year."
National style flowers are popular among the elderly
In order to meet the festive needs of multi-age groups, Ele.me and merchants have launched the national style and mix-and-match models, flowers with wrapping paper printed with traditional Chinese ancient characters, the combination of traditional and modern trends, and tulips, black pineapples, princess flowers and other fancy mix-and-match, which can not only convey the heart, but also meet the mentality of the elderly who live more and more young. Hungry mo platform merchants feedback, the current price of 129 yuan -199 yuan of the national wind rose has been in short supply.
In order to ensure that orders can be shipped in an orderly manner during the peak period, as early as the Spring Festival, Ele.me began to assist merchants in online operations, guided merchants to go online through live courses, estimated sales to facilitate merchants to prepare goods in time, and at the same time conducted special guidance on the merchants' purchase channels, service standards, and delivery time, so that consumers can receive satisfactory gifts in a timely manner.
（CIS）