Beauty Liu Min: Create a "poetry collection life hall" to earn romantic wealth

This is The first flower shop in China to "sell" poems, poems are from the hands of beautiful women, flowers come from the Netherlands and Australia and other places, and most of the orders on Taobao are people with literary and artistic feelings. The owner claims that "what is peddled is not flowers, but a good way of life"...

　　"Romantic little demon", to open a home

　　"A florist selling poetry"

　　Liu Min, a post-80s Jingyou, is beautiful, intelligent, and has a lively and cheerful personality. After graduating from the Communication University of China, he worked as an editor and later became a senior advertising salesman. In addition to coffee, I like flowers the most.

　　One day in April 2014, Liu Min went to the home of her girlfriend Shen Li, a senior editor at Harper's Bazaar, who had just gotten married and moved into her new home. Interestingly, Shen Li often plays soothing music, bakes sweet cookies, sets beautiful flowers at home, and invites friends to drink afternoon tea, she said: "Every day with flowers is very comfortable and slow. ”

　　When Liu Min talked with her girlfriend, she learned that Shen Li's flowers were picked up by the way when buying things in the supermarket in front of her home, but every time she was very embarrassed, one was that it was very troublesome to hold home, and the other was that the small flower shop really couldn't match the effect she wanted. Shen Li said that if she can have a brand that sends beautiful flowers home every week, she will definitely be a "hardcore user" of the other party! I didn't expect a word that my friend inadvertently said, but Liu Min's eyes couldn't help but light up. Why not open a "strange flower shop selling poetry"?

As many people know, Taylor Tomasi Hill, the former styling director of the world-famous fashion magazine "Marie Claire", was also in the flower shop after resigning. Her original reason was that she was "too busy at work to juggle family life". Perhaps, beautiful women have dreams of opening cafes and flower shops, and the two of them hit it off with such a big thing as resigning to start a business. "Shen Li does content in Basha, I do business, and we can both do a fashion magazine and make a flower brand, which should not be too difficult." Liu Min is full of confidence in being a boss.

　　The first customer is the "queen of fashion" Su Mang

　　When Liu Min did market research, she found that many women like flowers, and people's demand for flowers is very large. But some high-end florists are too expensive, a very small bouquet will cost hundreds or even thousands of yuan, and although the flowers in the street shops are cheap, the quality is generally very poor, if you go to the wholesale market, most people do not have so much energy to run every week. She and Shen Li felt that this was a market gap.

　　Liu Min and Shen Li went to resign together, and they were particularly nervous at the time, because they were both "senior people" of Harper's Bazaar, afraid that they would be unhappy when they suddenly left their boss Su Mang. After listening to their plans, the "Fashion Queen" was indeed quite sorry, but Su Mang finally smiled and gave the green light.

　　In June 2014, Liu Min and his partners' "Poetry Collection Life Hall" was opened in a lively and lively way! What is different is that the flowers sent here are accompanied by a corresponding poem. Liu Min said that every week, they choose poems first, and then design flowers. Will make a very beautiful poem card, with flowers sent to the hands of guests. This practice sounds very poetic, giving people roses and having a lingering fragrance in their hands. What the two beautiful women did not expect was that the first customer of the "Poetry Collection Life Hall" was su mang, the former boss, who specially ordered flowers for her family for a year.

　　The Poetry Collection Life Hall is actually a flower O2O platform. Liu Min introduced to friends in the entertainment industry on WeChat, "one flower into two bunches, one song into two songs into a collection", it uses the combination of poetry and flowers, a bouquet of flowers a week, 52 poems a year and 52 bunches of flowers to record each person's own four seasons, thus bringing users a beautiful life experience. Unexpectedly, this new thing caused a sensation in the literary and art circles and entertainment circles.

　　In fact, it is not only Su Mang who inadvertently made a free "image endorsement", Liu Min also has many unique features in specific operations. For example, the flowers here, in addition to matching with the poetry collection, whether it is the box loaded with flowers or the paper printed with the poem collection and the printing method, all use traditional handicrafts. The "Poetry Collection" team has searched all over the country and found professional craftsmen who make boxes to create boxes where flowers can stand, aiming to "respect the opening of each petal".

　　Most of the express flowers outside are "lying down" packaging, which is easy to cause vibration and squeezing deformation during transportation, and their flowers have been tested countless times to achieve "standing beauty". The printing method of the poems is also the craftsmanship of veteran craftsmen, and the workmanship is complicated and needs to be handmade over and over again, but the final effect is quite exquisite.

　　In addition to these sophisticated packaging, the combination of flowers themselves can not be sloppy. The flower matching design of the Poetry Collection Life Hall is all from another partner, Saron. Prior to that, he did flower design in the haute couture industry.

　　Because of her work experience in fashion magazines, Liu Min positions the brand as serving the elite, because "most of them are in the fast-paced life and work, but they have the pursuit of a high-quality good life, and aspire to have a convenient and elegant lifestyle."

　　A female manager of a foreign company told Liu Min that she and her husband have been married for many years, the relationship is getting worse and worse, and her husband hopes that she will take care of her family more, but she always feels that she is busy at work and not free. Later, the female manager began to order flowers at the "Poetry Collection Life Hall", and on Friday, she thought of collecting flowers the next day, but seeing that the house was full of chaos, she cleaned up the house for this bouquet of flowers. When the flowers arrived, she felt that she had to make a family banquet to deserve such beautiful flowers. In this way, after a few weeks, the husband did not know that she was for flowers, but only felt that his wife was as emotional as when she was just married. So the two people began to watch movies together again, sweet again.

　　This warm story of "a bouquet of flowers changing a home" made Liu Min quite moved. "Women in the workplace are actually quite tired, but while pursuing personal value, they must also learn to slow down moderately, appreciate the beauty, and appreciate life." She uploaded this insight from the female manager to the Internet, which immediately resonated and liked many netizens!

　　Ambitious

　　To be China's first aesthetic e-commerce brand

　　For the "poetry collection", the inventory, preservation and logistics of flowers are a big problem. The water-retaining cotton under the "winter" bouquet was frozen, and we took the money ourselves and changed the delivery standard to fresh delivery. Liu Min said that their florists wrapped the flowers on the same day and delivered them to the user the next day. Due to the particularity of some flower materials, there has also been a problem of wear and tear, so before the weekly distribution, the logistics will be asked to test the shipment twice in advance in preparation for adjusting the flower materials.

　　In order to make the user's experience fresh enough, the "Poetry Collection" will hold a poetry selection meeting and a floral design meeting two weeks in advance. "Everyone on the scene has great enthusiasm for their chosen poems, and after reading them, they will share the stories behind them, and then the editors, designers, and photographers will discuss the content of the poems, the combination of flowers and the shooting."

　　In the company's operation, Shen Li is responsible for online operation and brand tone control, while Liu Min is fully responsible for offline production and operation.

　　Open the WeChat public account of the "Poetry Collection Life Museum", and the fresh temperament comes to the face. The "poetry collection" can be described as an overnight hit, and even Liu Min himself feels that it is "too smooth to get up", because the company has never spent money on advertising. The spontaneous customization and reprinting of celebrities and celebrities in Weibo and WeChat sometimes make the poem collection flowers unordered and temporarily modify the bouquet.

　　When it comes to the company's prospects, Liu Min is full of confidence. "With the continuous improvement of China's per capita consumption level, there is an unmet demand in the daily flower consumption market. In 2014, the total sales of flowers in China reached 160 billion yuan, and by 2017, it is expected to exceed 200 billion yuan. She said that in addition to high-end customers, many middle-end families now have the desire to upgrade their consumption after their lives are stable, and they are not only satisfied with the rigid needs of buying a house and a car, but also the spiritual needs are better than before. And they send carefully matched themed bouquets to guests every week, which can definitely decorate each other with warm days with temperature and beauty!

　　In the future, they will build the poetry collection life hall into a lifestyle brand of all categories, and achieve the vertical field to the extreme, so that when people talk about "poetry collection", they will feel that "this is an aesthetic e-commerce brand".

　　Liu Min stressed: "The 'Poetry Collection Life Hall' is not selling flowers, what we are selling is a beautiful way of life, and we will have more SKUs in the future." It may be other products, in the form of images, graphics, so that more people come in to participate in showing their own way of life, or it may be a physical store of a plant restaurant. ”

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