When the flower and seedling industry meets rural aesthetics

In January 2016, the State Council issued the Guiding Opinions on Promoting the Integrated Development of Rural Primary, Secondary and Tertiary Industries, clearly proposing the development of multi-type rural industrial integration modes including the combination of agriculture and tourism. With the deepening of China's industrial structure adjustment, the flower seedling industry and tourism industry are inevitably facing a new round of transformation and upgrading. Under the guidance of rural aesthetic concept, what kind of spark will they collide when they meet?

I. Status quo of flower nursery stock industry

1. The scale of the industry continues to expand

In the 1980s, along with the reform and opening up and urbanization needs, China's flower nursery stock industry as a new industry booming, by the end of 2014, China's flower nursery stock production area reached 127.02 million hm2, sales reached 127.945 billion yuan, export foreign exchange 620 million US dollars. There are 15,000 medium and large flower enterprises with planting area of 3 hm2 or annual turnover of more than 5 million yuan in China, and the facility cultivation area reaches 130,000 hm2. China has become the world's largest flower production base, an important flower consumer and flower import and export trade country.

2. Market demand continues to languish

On the macro environment, the slowdown of national economic growth, the continuous downturn of the real estate industry, the shortage of government finance and the restriction of image projects have led to the reduction of greening projects and the reduction of demand for greening seedlings; on the micro level, the blind expansion of nursery stock industry, overcapacity and single product structure have led to the decrease of transaction volume and price drop. The predicament that nursery stock industry faces cannot ignore.

II. Opportunities of the times

1. The national macro policy is favorable

The report of the 18th National Congress clearly put forward the concept of "building a beautiful China" and "new urbanization". New urbanization is urbanization characterized by urban-rural coordination, urban-rural integration, interaction between industry and city, economy and intensification, ecological livability and harmonious development; while beautiful China construction emphasizes putting ecological civilization construction in a prominent position and integrating it into economic construction, cultural construction, social construction and other aspects and the whole process. We have reason to believe that in the future, China's flower industry will have more specific policy support, stronger government support and more abundant capital guarantee.

2. Consumption growth of urban and rural residents

With the continuous development of social economy, people's living standards have gradually improved, especially the rapid growth of the number of middle-income classes in urban and rural areas. With the guidance of government consumption, people have higher requirements for quality of life. Flowers and trees consumer goods are entering thousands of households. In recent years, small potted plants, fleshy bonsai and courtyard greening are popular.

3. The rise of leisure consumption market

The tense and rapid pace of life has prompted sub-health to become a common "urban disease", and with the accelerated pace of aging, health care and old-age care issues have begun to attract more and more people's attention. Whether it is sub-health or health care for the aged, it is the pursuit of healthy life and the release of inner pressure. It is inseparable from the high standard demand for elegant living environment and green diet, which is just in line with the development of flower seedling industry.

4. Related formats bloom

The process of urbanization is a major trend and trend in the development of the world in the past 100 years. However, more and more people are beginning to notice that while we enjoy great material wealth, we are also facing problems and challenges such as climate change, ecological deterioration and mental depression. The answer lies in people's increasing alienation from nature. Therefore, returning to nature has become people's consensus. Nature education, horticulture therapy, flower art, potted plants, Bonsai and other flower nursery related industries have become a new attempt to build a relationship with nature.

III. Where is the road

Facing the new changes in the market and the new opportunities of the times, the transformation and upgrading of the flower seedling industry is the only way out. From the development status quo of flower seedling industry, it presents the characteristics of transformation from B-end municipal greening market to C-end living consumption market, from seedling maintenance to seedling comprehensive service, from simple seedling sales to consumer experience, etc. Combined with the characteristics of market changes, exploring the diversified development of nursery stock industry can be inspired from the following directions.

1. Developing a three-dimensional economy

Nursery stock market into the downturn adjustment period and land rents rise and other factors are squeezing the income of flower nursery stock industry, and make full use of space to develop three-dimensional economy is a good choice. Peking University Weiming Group selected Tang County of Baoding City as an economic demonstration site under the forest to interplant oil peony under the forest; Liangzhuang Village, Zhenglou Town, Yanghe New District, Suqian City, developed breeding under the forest while developing seedling industry; Mutun Village, Changxing Town, Runan County, Henan Province, interplanted Chinese herbal medicine based on seedling industry. The development of seedling three-dimensional ecological economy fully improves the land utilization rate, saves planting costs, improves comprehensive benefits, and reduces market risks.

2. Related health industries

Flower nursery stock industry and health industry have inherent advantages. Flower nursery stock industry means beautiful, healthy and comfortable environment in terms of health..............................