Female consumption escalates and "Flower economy" rises rapidly

With the improvement of people's income level, the quality of life and the concept of life have been further deepened, consumption has been extended from the basic clothing, food, housing and transportation to the spiritual pursuit. Among the many products with upgraded consumption, flowers are very popular because of their ornamental and charming fragrance. Especially in the era of female-dominated "her economy", the mainland has set off a reform of "flower economy", and the daily flower market, as a condiment of life, is rising rapidly.

According to the National Bureau of Statistics, the per capita disposable income of mainland residents increased from 16511 yuan (RMB, the same below) to 23821 yuan from 2012 to 2016, with an annual growth rate of more than 6%. This income level makes the pursuit of high quality of life gradually take root in the hearts of the people. Take fresh flowers as an example, the mainland flower retail market boomed from 2011 to 2015, with a steady growth momentum.

The market scale is increasing year by year.

In addition, the retail turnover of flowers in the commodity trading market of more than 100 million yuan in the mainland has increased year by year from 1.26 billion yuan in 2011 to 1.91 billion yuan in 2015. According to the data of Ali's e-commerce white paper on agricultural products, the sales of flowers, green plants and horticultural products on Ali's retail platform grew by more than 93% from 2014 to 2015.

It is worth mentioning that the growth of retail sales and the improvement of online penetration have further promoted the birth and development of a new market for flower consumption.

According to the 2016 National Flower production and Marketing situation Analysis report released by the China Flower Association, the mainland flower consumption changed from group consumption and festival consumption to mass consumption and daily consumption in 2015. In 2016, the market of fresh cut flowers showed an overall trend of improvement, the ratio of high-quality flowers continued to grow, and more and more new varieties entered the market. Fresh cut flower consumption continues to be transmitted from first-and second-tier cities to third-and fourth-tier cities, from etiquette consumption, wedding consumption to household consumption.

In the consumer group of flower economy, women naturally become the main force. In the view of Su Chunzi, a partner of flowerplus Flower + Brand, women have always had a personalized pursuit different from men in consumption, but with the continuous improvement of women's economic ability and social status, "her economic" consumption is a market that can not be ignored at present. "and flowers have their own attributes, which determines that they are bound to become high-frequency consumer goods for women." Take the user group of flowerplus flower plus as an example, more than 90% are women, and the core user group is female white-collar workers aged 25 to 38, with a monthly income of more than 8000 yuan, which is now known as the "new middle class" user group.

There are drawbacks in traditional forms of business.

IResearch Consulting pointed out that in the traditional mode of operation of the fresh flower industry, due to the poor information between supply and demand and the period of large demand such as holidays, it is difficult for upstream growers to keep up with supply due to limited conditions. and flower cultivation is easily affected by seasons and other environmental factors, yield and quality are unstable.

At the same time, there is a phenomenon of extruded packaging in the process of flower transportation, which leads to high consumption rate. On the contrary, there are some disadvantages such as single product in the downstream florist, which can not meet the diversified needs of users.

In addition, in the sales process of the traditional flower industry, the products flow layer by layer, from the flower growers to the final consumers to buy flowers, they need to go through many intermediate links, such as the primary market, the secondary market, the physical florist and so on. it not only increases the risk of damage to the quality of flowers in the process of transshipment, but also means that consumers have to pay for the multi-level price increases in the middle.

With the rise of social media such as Wechat, great changes have taken place in traditional industries. With the help of Wechat platform, the product information is transmitted faster, the service is more efficient, and it is easier for consumers to obtain information about all kinds of flowers. Exquisite pictures and targeted information make flower consumption more permeable in terms of life application guidance, personality and concept change.

Varieties are constantly pushing through the old and bringing forth the new

In this context, around 2015, e-commerce platforms such as Beast, flowerplus + and taking time to focus on the "flower economy" have been launched one after another, and the products have been quickly recognized and promoted by consumers. The model of B2B and B2C makes the demand accurate, which not only promotes the healthy development of the flower industry chain, but also greatly reduces the cost of all parties. Taking Yunnan, a flower production region in China, as an example, the area of fresh flower production increased rapidly in 2015, reaching 186000 mu, with an output of 8.69 billion mu.

Not only that, the production of fresh flowers in China is still dominated by roses, lilies, carnations, African chrysanthemums, stars, etc., and new varieties continue to be introduced to the market. Due to the increasing market demand for new varieties, the maturity period for new varieties to enter the market is also shortening. Varieties that can only be brought to market in the past two to three years now take just over a year.