Century Olympic Bridge Flower Horticulture Center: IKEA in Horticulture

This article starts with: Greening and Life

"We sell everything about flowers," said Zhang Ke, manager of Century Aoqiao Flower Horticulture Center, describing the big house in front of reporters. This is a flower themed supermarket, which is true because selling flowers is the main function.

However, this is not the reason why groups of flower lovers drive dozens of kilometers here, nor is it the purpose of countless photography enthusiasts to come here, nor is it the reason why Beijing's largest annual flower show is held here every spring. Selling flowers, renting flowers, illustration, flower exhibition... To say that it has "everything about flowers" is an exaggeration, but perhaps you won't be stingy with such compliments when you come here.

Quick reading:

1. All kinds of model rooms in Century Austrian Bridge Flower Garden Center are a major feature.

2. Century Aoqiao Flower Gardening Center and its parent company Huaxiang Huamu Group are analogous to the relationship of "front store and rear factory", which is not only a retail center, but also a test center for testing market reaction of products.

3. A variety of businesses are carried out here, including flower rental, landscape design, flower arrangement, mobile flower house, pottery making, etc.

4. The horticulture center is basically divided into meat area, green plant area and pot ornament area, among which the green plant area is divided into flower viewing area and leaf viewing area.

5. Retirees and parent-child families are the two major consumer groups in horticulture centers.

Situational experience:

It's like a flower-themed IKEA.

IKEA, as a unique brand in the home furnishing industry, is characterized by situational layout of goods. Century Bridge Flower Garden Center imitates this practice, visitors can experience different styles of flower shapes in different environmental arrangements.

Century Bridge Flower Garden Center's most popular swing

Zhang Ke said: "Everyone's favorite is swing, a lot of children come here to play in line." Every few steps will see a new design style model room, there are classical Chinese, Japanese, family small balcony and so on, step by step change scenery, step by step a scene, all the flowers sold in different scenes, to a certain extent, to guide customers to know flowers, like flowers. As market demand changes, the background arrangement of these flowers will change constantly. So customers will see different scenes every season. Family small balcony flowers are popular at present, suitable for the needs of ordinary families, the pressure of urban life is huge, operating a small world belonging to oneself is one of the means for many people to improve their happiness.

It is worth mentioning that when the reporter interviewed, a small exhibition of Japanese flowers was under way. The exhibits will also be available for sale until August 31. Japan is famous for its horticulture, but in recent years there have been fewer and fewer native gardeners. It was the Japanese Rose Festival, and the roses in the exhibition hall of the model room became the protagonist. However, these flowers are often expensive and prohibitive.

These showrooms were designed by the gardeners in the shop. Most of the employees here are horticultural professionals. About 4 to 5 gardeners maintain daily work every day. In addition to cashiers, cleaners and other logistics personnel, generally 10 people can keep the garden center running well. In case of holidays and flower shows, additional employees will be sent. Horticulturists work to introduce flowers, and flowers are mainly in the form of customer choice.

Annual Spring Festival Flower Show

The annual Beijing Largest New Year Flower Show and potted plant competition are held here many times. In 2017, the combination potted plants characterized by entering ordinary families are widely welcomed.

Sample room display area. Combine flowers with environment

Showroom

Showroom

This is also a change made by the horticultural center to adapt to the market. The R & D personnel have developed a variety of categories that can only be seen here. At present, these works are already applying for patents. The next step is to bring a larger area to the market. By simulating the landscape of nature, nature will be included in small pots, mini micro-landscape creative products as an emerging product from this year to the market. Century bridge flower garden center and parent company huaxiang huamu group analogy is "before the store after the factory" relationship, both retail center, sometimes product testing market reaction test center. Almost all flower types of the Flower Blossom Group can be seen here.

This is also a photographer's paradise. This place is like a museum of flowers, exploring endlessly in the world of flowers and discovering the world of beauty. With the variety constantly updated, photographers will continue to have new works, here is the birthplace of their creativity. They often come with suitcases and stay here all day.

Diversification of services

Century Bridge Flower Garden Center Interior

Another feature of Century Bridge Flower Garden Center is to attract customers by relying on the scene layout design with design sense, to further serve customers by various business means, and to meet the various needs of the public for flowers. Flower rental, landscape design, mobile flower house, flower arranging art, pottery training and so on, are all involved in it. Their existence is more valuable in creating a variety of brand content, simply cash is not easy, frankly,"do not make money." Let's introduce them to each other briefly and get to know them.

The rental of flowers, with the floral flowers group rental department. Rental refers to the cooperation between customers and flowers in the form of lease. The garden center is not only responsible for providing flowers (including what flowers are suitable for what kind of building space), but also for the maintenance after display. These projects tend to cost a little more, and companies that have cooperated include well-known domestic companies such as Baidu. Similar to rent is landscape design, because more for the family, in addition to the choice of green plants according to the home environment to decorate, but also to sell the corresponding plants to family customers.

Micro-landscape areas to be patented

The mobile greenhouse is a special project. At present, all three mobile flower houses are located in Yanqing, Changping and Century Grand View Garden respectively. A mobile greenhouse is a trailer in the form of a container that can be moved flexibly with different flower festivals or exhibitions, and moved to other places as the traffic decreases at the end of the event. Rose conventions, carnivals, and even float parades can see their shadow. It also acts as a mobile vehicle to spread the garden center brand to more places.

Beijing City flower arranging art master Wang Suizhi sits here all the year round to carry out flower arranging training activities. Many companies organize group building activities to choose flower arrangements. For example, on March 8 Women's Day, some unions cooperate with garden centers to carry out activities related to this for employees. Father's Day, Mother's Day and so on are the most frequent flower arranging activities. This is a business that has never been interrupted since its inception, and some of it requires travel to the company, but most companies value the beautiful environment attached to the activities organized by the garden center. Small-scale training activities aimed at ordinary consumers are offered free of charge as part of the collateral services.

Pottery training is also free. The garden center has a senior ceramist who often guides everyone one-on-one. As part of a weekly holiday parent-child activity, the children will be trained by four potters. Sometimes a variety of competitions are held, and only material fees are charged.

It is these new businesses that fill the flesh of the garden center, which is not just a skeleton. It's best if everyone gets something.

Who are these people here?

The current business scope of Century Bridge Flower Garden Center was officially established in 2015. The company first in 2008 Beijing Olympic Games flower distribution center in the successful completion of the 29th Olympic Games flower production and distribution work, successful transformation, the original team established the Century Olympic Bridge Flower Horticulture Center.

The company's official website introduced that "Century Aoqiao Flower Garden Center originated from the successful business model" GardenCentre "in the European and American horticulture industry, and realized the intensive management mode of" unified procurement, unified distribution, unified cash collection and unified management "for the first time in China. It used to be just a big greenhouse, but now it has a full range of business, and there is still a branch in Lotus Pond Park. Twenty percent of the flowers come from Century Bridge dealers, and most of the rest are supplied through Fragrance Flowers Group in Shunyi. Flower sales remain the main profit point.

Horticulture center is basically divided into meat area, green plant area and pot ornament area, among which green plant area is divided into flower viewing area and leaf viewing area. Common floral accessories include gardening accessories, flower stands, etc. The biggest change in the market today can be seen from the zoning of the garden center-meat has become the most concerned category. There are many different types of large and small flower pots in the pot area. The selection of pots will be based on different customer needs, with different plants. For example, the general permeability is good for the respiration of plant roots; the glazed looks good, but reduces the permeability.

fleshy area

Retirees and parent-child families are the two largest consumers of garden centers. Zhang Ke said: "A lot of retired old people have nothing to do at home, come here to pass the meal, a lot of old ladies will come every few days, more familiar with our flower varieties than our staff, what changes here know." Many parent-child families are attracted by weekend activities, and the garden center has refined the flower products sold specifically for children. The entire population of Beijing City is a potential customer for garden centers. It can be seen from the analysis of supermarket delivery service data that many customers come from Haidian District or Chaoyang District, etc. The characteristics of consumers in the surrounding communities are "buy less each time, but can't stand to come frequently".

Children's car flowerpots that appeal to families and children

Horticulture centers are also divided into off-season and peak season, with the most customers being Spring Festival and various festivals. The Spring Festival is the hottest season in the whole flower market because of the "blessing" of New Year's Eve flowers. For example, around Christmas, some companies hold new variety launches here every year, such as certain flowers are their signature categories, cooperate with such outstanding companies, and Century Bridge provides venues to bring customers to each other. Here is even a place to play in the surrounding community, such as "May Day" no place to play, they choose to come here for recreation, beautiful environment naturally received everyone welcome. Because the seasons are different, winter and spring belong to the shortage period of flowering plants in China, so there are more large green plants and grass flowers, and the price of grass flowers is cheaper. According to the statistics of horticulture centers, the most popular flower is green radish. And some customers are more concerned about the meaning of flowers, such as a call "smooth sailing" on the sale of better. The garden center will promote the varieties that the customers respond well to. In addition, the ability to purify the air is also one of the criteria for many people to choose plants.

Floral merchandise in a variety of colors

The burgeoning social media platform is also being used by garden centers for promotion and after-sales service. All activities of the garden center are published on the public account set up by the garden center. The WeChat group has become a media platform for their after-sales service, where customers can communicate their problems in the process of flower cultivation directly to staff and other flower lovers.

Zhang Ke was confident when introducing to reporters. As one of the few diversified "flower supermarkets" in Beijing, the brand of Century Austrian Bridge has been well known. As a new industry trend in recent years, more and more will be developed in the future, but the growth behind it is supported by the strong Huamu Group. If you create more innovative and prosperous new enterprises, where is the next focus?