After the breakthrough from 0 to 1, how to get from the 2.0 era of flowers e -commerce?

Overview of this article: With the rise of "Yue Ji Economy" and "her economy", flower consumption is gradually becoming a common consumer product in life. As the e -commerce and express delivery industries are becoming more and more convenient, the flower e -commerce track is expected to exceed the 100 billion mark in 2022.

New players will further advance the popularity of flowers consumption and the expansion of market volume, but for flowers e -commerce, there are still many homework: supply chain, distribution, cost performance, differentiated characteristics ... None of them can Drop a light heart.

1. U.S. and time race, the supply chain upgrade is urgent

2. The ritual and practical collision, the difficulty of winning the customer needs to be resolved urgently

3. Vertical and cross -border contests, how to stand out in the platform war

"No one will refuse a bunch of flowers."

With the rise of consumption and the rise of "her economy", flowers have gradually upgraded from the occasional "sense of ritual" to a necessity in life. In 2013, flowers e -commerce companies successively emerged, and ushered in highlights that broke out at a speed. In 2015 alone, 22 financing occurred.

However, since the "spending time" in round C financing in 2021, flowers e -commerce has not undergone new large -scale financing in the past year, and the enthusiasm of the capital market for flower e -commerce seems to be gradually dissipating. Flowers e -commerce companies trying to impact the 100 billion -level market seem to find new efforts.

Beauty and Time Running

The supply chain upgrade is urgent

Although the market has quickly opened up the market by relying on channel convenience and short trading chain, the contradiction between the "small and beautiful" e -commerce development model and the great win -win cost of fresh business has not been resolved from beginning to end.

The complaint of the black cat complaint platform has always been high. Most of the reasons for the complaints point to the problems such as the quality of the flowers, the inadequate distribution, and the poor experience.

Take some time as an example. On May 15, 2020, Luo Yonghao recommended a 520 Rose gift box in the live broadcast, but on the day of 520, many users reported that the flowers received obvious quality problems.

Difficult to transport flowers and poor quality are the disadvantages that flowers e -commerce has always been difficult to cure. This is because of low -frequency, low -priced, non -just -needed products and services, which makes it difficult for flower e -commerce to form a scale effect, and to achieve unified distribution through simple packaging and isolation.

At the same time, the current flowers of the flowers e -commerce platform for the supply chain are weak. The planting of the upstream flowers is concentrated in Yunnan, and the highly concentrated planting area has increased the control of the control. challenge. The "small and beautiful" business of flowers e -commerce and the huge cost of building a supply chain seems to have natural contradictions.

This shortcoming of the flowers e -commerce platform has caused a lot of problems, which almost ended the "flowering period" of flowers e -commerce. The limitations of multiple capabilities such as the supply chain, with the increase in the number of users, the phenomenon of complaints has emerged endlessly. Since 2018, the flowers e -commerce tracks have gradually cooled. Flow.

In order to solve the life channel of the flower chain, flowers have been adding bricks in recent years.

Take time as early as 2017 to establish strategic cooperative relations with the well -known e -commerce platform JD.com, and continuously deepen the cooperation between the two parties; and after completing the C1 round of financing in 2021, the funds are used to continue to build the supply chain.

In order to solve the serious lag of domestic seedlings and the outbreak of the new crown epidemic, spend some time to introduce foreign seedlings independently and implement temperature control management. At the same time, in order to cope with the supply and demand balance of flowers and avoid waste materials, it took time to take a customized production+resource pool allocation trading model to achieve stable batch -order purchase procurement, and the cost advantage obtained through the bidding mechanism.

The supply chain of time is concentrated in the upstream, and FlowerPlus flowers pay attention to downstream transportation. In terms of boxing that affects losses, FlowerPlus flowers have developed an environmentally friendly turnover box, which can be reused and simple to operate. The cost of the supply chain link for FlowerPlus flowers will be reduced by 20%. Essence After the 1.0 stage of the same process and mixed distribution with the courier company, after the order is large -scale, the self -built flower processing base and the 2.0 stage of the cold chain transportation distribution are entering the logistics 3.0 phase to enter the logistics 3.0 stage. In terms of quality, warm delivery, etc., to further optimize the logistics system.

Other head companies have also followed suit, such as high -end brand Roseonly adopt a full -process cold chain, including constant temperature measures in air transportation, trunk cold chain and terminal distribution links. In the design of the specific logistics solution, each enterprise is fine -tuned based on the layout and location factors of the supply chain to try to reduce the cost of logistics as much as possible while ensuring the timeliness and reducing losses.

Ceremony and practical collision

The difficulty of obtaining the customer needs to be solved urgently

In the context of the new retail era, flowers retail broke the inherent scenes and models of flowers consumption in the past. Flowers e -commerce, which rely on feelings and stories as the main line, occupied customers' minds and opened up the era of flowers for flowers.

However, the period of online traffic has passed, and consumers have gradually calmed down from the initial pursuit state. After experiencing explosive growth, due to niche and non -rigid demand, market demand is unstable, fierce competition, flowers e -commerce companies will be Facing how to keep customers and create new growth points.

O2O, B2B, and B2C are the main business models of flowers e -commerce. With the rise of many flower e -commerce companies, the traffic dividend of the O2O transfer model has gradually disappeared, and the competition of traditional transfer business will become more and more intense. The B2C business is facing consumers, with a large value -added space. In the future, 2C business will become a large profit growth point for the flower e -commerce industry. For the entire industry, the subscription model has run through, and flowers consumption is a real incremental market. As an ornamental product, the "pleasure" of the "pleasure" brought by the appropriate price is to impress consumers to impress consumers key.

Flower e -commerce uses big data technology to achieve precise predictions on user needs, and social marketing models have strengthened communication with users. FlowerPlus flowers have benefited from strengthening the supply of supply in the first half of the year. Through online and offline linkages, they have accumulated better user reputation. Although the current user's willingness to use personal customization services is not strong, personalized customization reflects the quality and humanization of platform services, and it should also become the point of force for flower e -commerce companies in the future.

Innovation in flower products is also a good strategy for the development of flowers e -commerce. Aishang Flower launched the exquisite small bouquets with a price below 50 yuan in 2021, and was sold with glass vases and flowers at the festival. It became the main product of Tmall during the festival.

It takes time to launch flowers around the flowers, such as jointly designed flower wares, independently developed flower care agents "waves" and so on.

Value -added services are the "sword walking tips" that optimize consumer consumption experience and improve services. IIMEDIA Research data shows that flower maintenance descriptions are value -added services provided by users most hope for flowers e -commerce platforms, accounting for 53.2%, and flowers and flowers' story sharing account for 37.0%and 25.0%, respectively.

The current competition pattern of flowers e -commerce is still unclear, and the attention point between players is still robbing in the price and traffic. How to seize the opportunity to change consumer habits and preferences and consolidate consumer needs. The problem of "experience+" business combining culture and business content.

Vertical and cross -border contest

How to stand out in the platform war

Around 2019, Taobao and JD.com have launched self -operated flowers business, and have achieved new development by back to the same city speed service and cold chain transportation advantages.

Since 2020, fresh e -commerce companies have cut off the field of flowers. Ding Dong has launched the flowers business. The daily fresh flowers business has also been launched in Beijing, Shanghai, Guangzhou, Shenzhen, Tianjin, Qingdao and other places. The local living platforms such as Meituan and Hungry joined the battle situation, and quietly launched the classification of flowers and green plants, opened cooperation with offline flower shops, and takeaway flowers. Douyin, Pinduoduo and other platforms are also adding online flowers through the launch of the flower live support plan.

The swarming of the new player made the flower e -commerce track fiery again, but for vertical flower e -commerce, this is obviously not good news.

Fresh e -commerce has already accumulated a huge user base in its own fresh track. After entering the flower track, it is more like selling flowers while selling vegetables. At the same time, it can accumulate more traffic. Compared with the high -profile of the cold chain logistics and other aspects, the fresh e -commerce and community group buying of logistics costs to reduce the cost of logistics is difficult to form a scale effect and cannot reduce costs.

In this context, the further development of flowers e -commerce seems difficult, but this will also force fresh e -commerce companies to drive the innovation and development of the entire industry and accelerate the coming period of the industry.

New players enter the battlefield with a new attitude. Flo Garden entered the flower industry with "unmanned flower containers", emphasizing "bringing a bouquet of flowers home from get off work", creating the consumption scene of "passing by the container attracted to the product".

Old players began to go offline. The flowers e -commerce of the two heads spend some time and FlowerPlus flower+, which recently explored a new income increase: the model of the offline store. Taking the time as an example, it provides traffic and supply chains for offline flower shops through brand support. The investment cost is 100,000 to 300,000. The investment recovery period is generally 8-12 months. At present More than 200.

However, it is undeniable that the win -win cooperation between fresh e -commerce and vertical fields may become an inevitable development trend of an industry.

Flowers e -commerce companies represented by spending time and flowers are strong and rich in types, but they have a rollover in word of mouth. For the platform, the delivery speed is fast, but the choice is not rich enough; the e -commerce platforms such as Pinduoduo, Taobao, and the supply of direct flowers in the place of origin, the price is low, but the quality and after -sales service are uneven.

How to give full play to the special models, to awaken consumers to decorate the enthusiasm of life from different dimensions, further reduce the threshold for the purchase of flowers, and promote daily flowers of flowers from the aspects of price and convenience. This is a platform for all flowers business. The direction.

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