On Mother's Day just past, buying flowers has become a "ritual" for many people. Hema data shows that on May 12, the company's online and offline flower sales increased nearly 10 times compared with usual, and increased by more than 40% compared with the same period last year's Mother's Day.
The performance of the new varieties is eye-catching
The brick-and-mortar store sells fresh and interesting
New online models are emerging
……
The increasingly popular "flower economy"
It is giving birth to a new blue ocean of 100 billion consumption
Flowers have become a daily consumer item in many households
In the Dounan Flower Trading Market in Kunming, Yunnan Province, there is an endless stream of tourists, and fresh-cut flowers such as roses, moonflowers, and sunflowers compete for beauty.
"Nowadays, people pay more attention to the sense of ceremony, and flowers have become a common way to express love." Lang Yu, a merchant, said that in addition to traditional carnations and roses, peonies and hydrangeas have also become the "new favorites" of Mother's Day bouquets.
The Dounan Flower Market is known as the "Flower Capital of Asia", and most of the fresh-cut flowers purchased by mainland consumers come from here. According to Qian Chongjun, executive president of Dounan Flower Industry Group, the current Dounan Flower Industrial Park has an average daily transaction of 40 million fresh cut flowers, and there are 117 categories and more than 1,600 varieties of fresh cut flowers traded here every day.
"Nowadays, the consumption of flowers is not limited to fixed festivals or specific occasions." Lu Linglin, the person in charge of Hema Garden, said that more and more consumers will buy bouquets of flowers for themselves after work and shopping on weekends, adding a "small luck" to their lives.
"The first thing I do when I wake up every day is to see what color it has become today." This is a circle of friends posted by Ms. Zhang, a citizen of Shanghai, recently, and seven photo puzzles record the changes of the "sunset coral" peony she bought from closed to blooming, from coral red to ivory white.
Since the beginning of this year, the sales of flowers in Chongqing, Xi'an, Jiangsu and Zhejiang cities have increased by more than 50%, and flowers have become the daily consumer goods of many Chinese families, which brings great potential for the development of the entire flower industry.
"New Gameplay" sells 200,000 flowers in 1 hour
The reporter visited many places and found that the physical flower stores that know how to design and tell stories are being sought after by young consumers.
"Don't want banana green", "Salary flying palm", "Destined to be red", "Full of gold and jade", "I want to become a persimmon...... Walking into a flower shop near Yuquanying, Fengtai District, Beijing, succulents, small cacti, red wax balls, tulips, ornamental persimmons and other flowers and plants are crowned with "homophonic stems", attracting many young customers.
The intelligent sales terminals represented by unmanned vending machines and unmanned supermarkets have brought new growth points to the development of the flower industry. The monthly flower model of "** yuan monthly, one bouquet per week" conforms to the needs of consumers to buy flowers repeatedly, and opens up a new scene of flower home delivery.
At the same time, in the era of mobile Internet, many people's way of buying flowers has also changed from visiting flower shops offline to "squatting" in the live broadcast room on mobile phones.
"Today's order is grass flowers, carnations, and roses, and you can place an order according to your needs." The "post-90s" female anchor Bi Qianqian is bringing goods through the e-commerce platform in the Dounan Flower Trading Market, "The most one is to sell 200,000 flowers in 1 hour!" ”
The rise of online sales of flowers is inseparable from the rapid development of the logistics industry and preservation technology to escort the "appearance" of flowers.
From the improvement of hardware facilities to the optimization of service processes, the logistics and supply chain of the flower market have been continuously improved in recent years. According to Zhongtong data, during Mother's Day, more than 200 tons of flowers arrived in Beijing, Shanghai and other cities from Kunming through air "special planes" and cold chain channels every day, and the provincial capitals across the country were basically delivered within 24 hours. In terms of preservation, fine measures such as flower reinforcement, waterproof cotton, and fresh-keeping bags allow flowers to remain in good condition when they are delivered to customers.
According to a report released by the China Flower Association, the scale of the mainland flower e-commerce retail market has accounted for "half of the total scale".
"Flower economy" paves the "fragrant road" to prosperity
The cultivation of new varieties has unleashed more consumption potential. According to the data of the Pinduoduo platform, in the past two years, new varieties such as Floyd, Roselle, Cappuccino, and Aisha have performed eye-catchingly, and the number of single variety bouquets in many stores has reached tens of thousands.
"In addition to carnations, on Mother's Day we launched a new variety 'Sweetheart' with gradient petals and a more intense aroma." Du Mingyuan, a staff member of the Yuanyi Smart Ecological Flower Base in Chongming District, Shanghai, said that the new varieties launched this year, such as super impatiens, super dancing spring flowers, and super geraniums, are also particularly popular.
In the green and efficient flower production demonstration base of Kunyang Street, Jinning District, Kunming City, Yunnan Province, more than 400 acres of flower fields are budding with roses. Farmers weave through a stubble of roses, busy harvesting cut roses.
This base is the collective asset of Dunzi Village and Xingwang Village in Kunyang Street. "Our rose fresh cut flower products are sent to more than 30 cities in China, and some rose varieties are also exported to foreign countries." Zhu Ting, commissioner of rural revitalization in Dunzi Village, said that there are currently 56 workers in the base, each with a monthly basic salary of 4,000 yuan, and according to the year-end output evaluation, workers can also get additional rewards, and the comprehensive income of a year can reach about 60,000 yuan.
In Linxia City, Gansu Province, Baiyi Yinong International Flower Port has driven more than 500 local people to achieve doorstep employment. Su Tingting, a staff member of Baiyi Yinong International Flower Port, said: "I can get a salary of about 4,000 yuan a month when I work here, and I can also take care of the elderly and children at home nearby." ”
The National Flower Industry Development Plan jointly issued by the National Forestry and Grassland Administration and the Ministry of Agriculture and Rural Affairs proposes that by 2035, the mainland will basically realize the modernization of the flower industry and strive to achieve annual sales of more than 700 billion yuan.
Beauty is also a kind of productivity, and people's unremitting pursuit of beauty will continue to expand the breadth and depth of the "flower economy".
Source: Xinhua News Agency