Today is Chinese Valentine's Day; a day based on a historical popular myth and just several years ago commercially exploited by e-commerce companies. Currently, it is an important holiday for flower sales and even increases flower sales fivefold - and roses will be probably even higher, explains Tim Scalongne of Hasfarm, who supplies the Chinese market for many years now.
Picture was taken at Hortiflorexpo 2019 in Shanghai, China.
Launched by e-commerce companies
Several years ago, large e-commerce companies introduced special days to boost their e-commerce sales - and with success. One of the most successful days that have been launched is Singles Day on 11-11. It was launched by Alibaba and it is said that it now even has become the largest offline and online shopping day in the world.
Other days, which are more important for the flower industry are Chinese Valentine's Day (July 7 on the Chinese calendar), which is based on a myth where a women who does not live on earth can meet her man who lives on earth (forbidden love) on July 7 only and 5-20 (May 20 on the Western calendar) which sounds like "I love you" when pronounced in Chinese.
Less promotion for Western Valentine's Day
Also, Western Valentine's Day is an important day for flower sales in China, but in 2020, sales are expected to be lower as the government urged companies not to promote this 'Western' holiday heavily. "We've heard that the government rather wants to focus on promoting the Chinese holidays instead of the Western", says Scalongne.