China: The flower economy "unfreezes", they survived

The rising temperature has moved people to go out and enjoy the flowers, and also ignited the "frozen" flower economy for a long time.

On the first day of the "May Day" holiday, Shanghai City Park received a total of about 515,000 tourists, and the suburban parks received about 45,000 visits.

At the same time, data from the Ele.me online delivery platform shows that since the beginning of this year, the volume of fresh flower delivery orders in the Shanghai market has continued to rise. In April this year, orders increased by 25% over the same period last year, with roses, carnations, lilies, gypsophila, and daisies most popular.

These growth data turned into the joy of the operators.

Do not rely on the park's large passenger flow to "lie and win"

"It's almost twenty thousand, great!" At 4 o'clock on May 2nd, he glanced at the number of people entering the park on the screen of the visitor's hall. Chen Dayong, the owner of Wanma Gardening, smiled.

His flower stall is facing Gate 1 of Chenshan Botanical Garden. The number of tourists in the park greatly affects sales.

The most headache for Chen Dayong was the closure of the Xinqiao Flower Trading Center in 2016.

The wholesale stalls that have been maintained for nearly 10 years were not guaranteed at that moment. He was not discouraged. He built a small planting base in Jiashan, Zhejiang, and planted bougainvillea and Chinese rose.

In 2017, after the fierce competition, Chen Dayong received a temporary flower booth at the Chenshan Rose Exhibition, and after the competition last year, he was upgraded to a fixed booth outside Gate 1 of the park.

Seeing that the business was booming, the outbreak at the beginning of the year gave Chen Dayong another hit. The thousands of New Year's Eve flowers prepared in advance for the Spring Festival market were all gone. Many good-quality phalaenopsis, clivia, and Rhododendron can only be piled up in the warehouse. After the flowering period, the price jumped to a loss.

Fortunately, the flower market is recovering as the temperature rises, but flower consumption is not rigid demand, and it is impossible to win by relying only on large customer flow without spending efforts on sales and marketing.

This is Chen Dayong's "little trick"- whatever the park exhibits, put it in the "center position".

When Chen Dayong is talking about the flower exhibition at the Chenshan Botanical Garden, it was like counting his family treasures: "In the spring there are orchid exhibitions and Chinese rose exhibitions, making phalaenopsis, clivia, and Chinese rose and roses the center focus; in the summer there are lotus, water lily exhibitions, selling water lilies and other hydrophilic plants, Mozzie Buster grass and mint are also very easy to sell; when there are many people visiting the greenhouse in winter, they sell more succulent potted plants and flowers for Christmas. "

The parking lot also has a high "hit rate"

From Gate 1 of Chenshan Botanical Garden, drive around 4 kilometers, you can see an apple green "container" outside Gate 2. This is the "Chenshan Market" run by Shen Huabo and his wife.

Shen Huabo said: "We must strive to recover the losses of the past few months. However, not all the results brought from the outbreak are bad things. Look positively, but you have more time to think further in these months.

The effect of thinking is directly reflected in the "hit rate" of his flower shop. "The main customers are couples and middle-aged or elderly people which are individual customers," Shen Huabo pointed to the adjusted booth: "This side is succulent plants, dahlia, Chinese rose, roses which can attract couples by their "face value" and cuteness; Kalanchoe blossfeldiana, Malabar chestnut, geraniums, anthuriums, take the "poor" style, cheap and durable, will keep the enthusiasm of middle-aged and elderly customers to grow flowers."

What about the off-season after this May? Shen Huabo has a new idea. Is it referring to the model of the IKEA experience mall, re-dressing the venue behind the "container", making a small courtyard for “Immersive experience”, combining seasonal flowers with gardening and furniture? Let tourists stimulate new consumption impulses while visiting.

Shen Huabo said that this is similar to the mentality of visiting the flower show at the park and seeing the most beautiful flower then wanting to buy one for home. "The most difficult time has passed. Try to open up the off-season market and try to make the second spring! "

"Atypical" Florist Chain Survival

In the "cold winter" just passed, the life of the single flower shop is not easy, and the chain of flower shops is even more difficult.

Wang Qian, the person in charge of the operation of Hualin revealed that this Valentine's Day, the business of some best retail stores was less than one-tenth of the previous year. If it weren't for these chain stores holding together as a group for business, it might not be possible to do even one-tenth of this.

After the outbreak, the florists mainly relied on online orders to maintain the business, but the source of supply was a problem. During that time, the wholesale market was closed, many florists were out of stock, and the online invalid orders of the entire industry surged.

"Looking back now, the opportunity is only for those who are prepared, and it is too late to make changes." Wang Qian is very thankful that the company has a flower factory and cold storage in Shanghai, and launched a new order system before Valentine's Day, chain stores can communicate with each other according to the categories of flowers, if there is product out of stock, emergency storage can be transferred from the warehouse.

With its stable supply capacity, Hualin retained its customers and stabilized its reputation. At the end of April, the newly joined store also opened its doors against the trend.

Turning crises into opportunities, in addition to taking precautions, also depends on "survival desire."

In addition to expanding the online market, Hualin has also done many "atypical" businesses: stores set up platforms to help other brands promote sales, set up flower borders in large shopping malls, designed flower cards for hospitals, provide flower art classes for bank employees, make "Flash" concerts with cosmetics, and launch joint bouquets with video websites, food companies, etc. to customize concert bouquets for singers ...

"As long as we can expand the market and reputation, we will do it!" Wang Qian laughed and said that some people have joked that they are an advertising company, but this shows that the cross-border transformation of her flower shops is successful.

There were still a few days of a "little highlight" in May, flowers for market - Mother's Day. Hua Lin also came up with an actuarial system that established a good "merit" on Valentine's Day and aimed and purchased a batch of high-quality carnations with high-cost performance in advance.

"There are at least a dozen varieties of red roses on the market alone. Which one you use, how many flowers you use for bouquets, and which ones are the most popular for flower matching can all use big data to help." Wang Qian said thousands of bouquets of 11 red roses and 11 pink roses were sold on Valentine's Day this year. Not only they but also their colleagues in the industry were encouraged. They believe that after hardening, the rest of the year will be more splendid and beautiful.

Source: n.eastday.com


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