New "flowers" of romantic economy: niche flowers account for "C position" festival sales higher

China Commercial Daily (Reporter He Yang Ran Longnan) On August 4th, it was the traditional Chinese Tanabata Festival in my country. On the platform of Hema Xiansheng and Ding Dong, the flowers consumer set off a small climax. China Business Daily reporter noticed that in addition to the popular varieties such as roses and carnations, the sales popularity of niche varieties such as hydrangea and peony is also rising. In addition, more and more young people are more inclined to buy gifts on the holidays. "Takeaway buying all things" is becoming a new choice for consumers.

In the traditional Chinese Tanabata Festival, the sales of flowers of niche varieties such as hydrangea and peony have continued to rise. (The picture is provided by the enterprise)

Niche flower materials account for "C position"

Flower consumption is becoming more new, and the protagonist is no longer the flowers such as carnations, roses, and lilies that are well known to the public. The variety of rich peony, hydrangea, and heavy petal lilies have become the choice of more people.

It is understood that the growth of the flowers market is growing from consumers' demand for a better life. On the other hand, the rapid development of fresh e -commerce platforms has also accelerated the expansion of the online flower market. The cultivation and marketing of multi -niche, high -quality flowers.

The reporter noticed that on the Hema Xiansheng and Ding Dong buying vegetables, some daily niche flowers are sought after by consumers, such as hydrangea, peony, Luoshen roll edge, fire spirit bird, fruit juice balcony, etc. The form and style are more individual. Many consumers will take the buyer show carefully in the process of maintaining these flowers and share them on the comment area and various social media.

Hema data shows that this year's hydrangea "gorgeous pressure" roses have provoked the beams of Tanabata flowers. On social platforms, Hanga 9.9 yuan a branch of hydrangea has become a high -screen flower. In July, the sales of hydrangea increased by 180%year -on -year and 60%from June. Among them, the top five cities who like to buy hydrangea are Shanghai, Beijing, Shenzhen, Hangzhou, and Guangzhou.

The day before Qixi Festival, the reporter saw in a store in Hema Beijing that the "C position" was a variety of hydrangea, including blue purple, purple, lace, and mixed color. Sea blue, peach powder and other varieties, ranging from 9.9 yuan to 29.9 yuan.

Ding Dong also revealed that in terms of quantity, the platform is expected to sell more than one million roses during the Qixi Festival this year. Among the gift bouquets specially prepared for festivals, the highest sales volume is currently 11 packaging red roses and gradient roses. ,Champagne Rose. In terms of price, because the overall flowers in the production area are more sufficient than last year, the price of flowers has decreased steadily compared with last year.

According to Yu Shui, the person in charge of Ding Dong buying vegetables and flowers, as of Qixi Festival this year, the number of roses provided on the platform has been nearly 50%year -on -year. Selling over 10%. In such a festival, in addition to the red roses that express the sense of rituals, many users will also take a different approach to choose a more personalized and not easy -to -collide with characteristic roses to the lover or themselves.

Up to now, the three niche roses with the highest sales in East China on the Dingdong buying platform are fruit juice balcony, Luoshen roses and Zixia fairy; The market prefers the roses, fire spirit birds, and gold coasts of Luoshen rolls; Southwest markets including Chongqing and Chengdu choose more fire spirit birds, golden coasts and broken ice blue.

Holiday consumption fever

On the day of the Qixi Festival, a reporter from China Business Daily compared the data of Valentine's Day, "May 20", and Tanabata from many takeaway platforms, and found that more and more young people are more inclined to buy gifts on the holidays.

According to Meituan takeaway data, year -on -year on May 20 last year, the sales volume of related products from festival gifts this year increased by 300%; this year's Valentine's Day was 102%of the Valentine's Day last year, and the sales volume increased by 102%. Judging from the statistical analysis of the order time, on the day of the romantic holiday, 0-1, became the first ritual peak, and then the order volume fell. After 7 am in the morning, the order volume rose straight, and 9-11 points became the highest peak of the order throughout the day, accounting for nearly 30 % of the orders throughout the day; noon and afternoon, the order volume continued ; It is worth noting that after 8 pm, more than 10%of orders are still sent by the rider.

Meituan takeaway "romantic economy" consumption data report. (The picture is provided by the enterprise)

"The first order of the first order of Qixi this year appeared at 0-1 in the morning." According to the relevant person in charge of Meituan takeaway, the night order composed of 0-5 o'clock on the day of romantic festivals and 8-12 pm The order volume is nearly 15%. "In order to meet the needs of users' immediately gifts on the day of the holiday, we communicated with flowers, beauty, digital 3C and other businesses for a long time before the holiday, and prepared for stocking."

"Although a bouquet of flowers has been booked, I still want to try luck to see if I can superimpart a surprise." Xiao Huang in Shanghai set up alarm clock in the morning, hoping to grab the romance of one point. Most consumers are like Xiaohuang. In order to ensure the quality and distribution efficiency of the Tanabata that day, they are hungry. Book the flower delivery on the day of the Tanabata day.

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