Selecta-One: We hope to stimulate development in the end market from our position as cultivators

Selecta-One was established in 1932. The headquarters are located in Stuttgart, Germany. Selecta-One is the world's leading company for asexual propagation of ornamental flowers, producer of seedlings, and market leader. "We have production lines and retail companies in 14 countries across the globe. We also have cultivation and experimental plantation centers in 7 countries, including Germany, Italy, and Spain. We also officially registered Selecta China at the end of 2021. This was an important milestone for our Chinese market strategy," said Mr. Zhang Tianli, chief representative of Selecta-One China.

"In the last few years, many Selecta crops have strengthened their leading position in countries around the world, especially in the field of carnations (fresh-cut flowers and in pot). Selecta carnations are the first choice in many production areas. Now that Selecta China is officially registered, we are eager to introduce many more new varieties to the Chinese market. We are expanding the range of experimental plantations for fresh-cut flowers and potted flowers in 2022. We purchased the German Bock Hellebore project in 2021, and we have begun to promote these flowers in the Chinese market too. In addition to famous brands like Pink Kisses, we have begun new brand projects in 2022 for Missantic and Kiwi Mellow. We hope to soon bring even more interesting brands and concepts to the public."

"In the second half of 2021, we introduced our I Love U carnations to the market. This double-petal carnation has colors that range from pink to white, and the flower is very compact, which is an advantage for growers. Most carnations only enter the market after March, but this variety is ready in February, just in time for Valentine's Day. That is why this variety is called I Love You. We have also asked German artist Frederik Merket to design an outstanding marketing theme. The imagery is both sweet and urban and fits in well with street culture. But the flowers are a soft pink so that the end result combines a tough street image with a soft flower. We have brought this unique marketing theme to the Chinese market as well. As the original suppliers of this variety, we feel that it is important to involve growers in product marketing. Some of the farmers originally found this bold style difficult to accept, but we think it is important to consistently maintain the marketing theme over a long period of time. We hope to stimulate development in the end market from our position as cultivators so that together we can build a better marketing environment."

"Our products are mostly balcony or patio plants. We produce for the consumer market. That is why we participate in promotional activities with our retailers, as well as professional expositions. For example, we organized promotional activities in Hangzhou for International Women's Day. We also engage in online promotion via WeChat. We believe that all these activities help stimulate development in the industry. But development requires patience, and perhaps even more importantly, determination," said chief representative Zhang.

"Cultivators, distributors, growers, retailers, and consumers all have different priorities. And market feedback always lags behind. Individual demand is an important trend in the current market. Consumers hunt for novelty, which is a mindset encouraged by social media. Consumers rapidly change their preferences in response to the latest trends. But growers do not respond as quickly. Most growers still follow traditional patterns, and they prefer to keep their favorite varieties. Take our Pink Kisses as an example. Initial prospects did not look great because of the single petal and the color, but market feedback was great, and growers gradually began to favor this variety. We will listen carefully to feedback from Chinese consumers to decide which products we promote. In the end, market development never stops."

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Manager Zhang




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