Global EditionASIA 中文雙語Fran?ais
Business
Home / Business / Industries

Floral revenue in full bloom on direct sales

Livestreamed promotions reduce wear and tear, lower costs, boost market efficiency, and raise hopes of long-term growth

By ZHU WENQIAN in Beijing and LI YINGQING in Kunming | CHINA DAILY | Updated: 2021-05-01 07:39
Share
Share - WeChat
An anchor highlights ornamental plants while livestreaming on Taobao from a greenhouse in Kunming, Yunnan province. LI YINGQING/CHINA DAILY

Revenues of Chinese planters and wholesalers of flowers are in full bloom on direct sales to consumers via livestreamed promotions on various platforms.

The new mode of selling is also helping reduce possible wear and tear of flowers, and lowering costs by eliminating certain layers from the traditional distribution model.

Through livestreaming on e-commerce platform Taobao, short-video platform Douyin, and online group discounter Pinduoduo among others, planters can better assess the intensity of consumer demand and predict orders more accurately. This, in turn, helps them to plant flowers in a more efficient way, industry experts said.

"Sellers can recommend flowers to consumers who live in different areas the varieties that are most suitable for the local climate and environment. The interactions with live show presenters can also provide better shopping experiences for consumers who buy flowers online," said Zheng Wanying, an analyst of the LeadLeo Research Institute, a market research provider.

"For planters and retailers who sell flowers through livestreaming platforms, there exist a large number of competitors who do the same things. Thus, it is fairly important for them to recommend specific flowers to different consumers accurately and constantly attract new customers," she said.

At a greenhouse that opened last year in Jinning district of Kunming, capital of Southwest China's Yunnan province, a major place of origin of flowers in China, there were more than 800 varieties of ornamental plants. The greenhouse signed cooperation agreements with more than 90 planters and more than 200 livestreaming anchors.

Currently, Jinning, renowned for planting ornamental plants, has established eight livestreaming bases to sell flowers.

Han Jing, owner of the greenhouse, said that in Beijing, Shanghai and Guangzhou, Guangdong province, it is more difficult to cultivate ornamental plants. Customers' repurchase rates are high, and the supply in Kunming is often inadequate to meet the demand nationwide.

"After anchors receive training in basic planting and cultivation of ornamental plants, they can start working. Live show presenters can work full-time or parttime, and set livestreaming times as per their convenience," Han said.

"Anchors don't have to recognize each variety of ornamental plants as they have tags and prices attached. Anchors are free to give customers some discounts."

Last year, Han planted and sold more than 700,000 units. In the first quarter of this year alone, sales exceeded 700,000 units.

Jing Yunna, 26, a livestreaming anchor who sells ornamental plants at the greenhouse of Han, has been working independently for more than a year. During a period of nine months last year since she became an anchor, sales revenues hit 8.7 million yuan ($1.34 million), and net profit reached 2.2 million yuan, she said.

Jing, who broadcasts live for six to seven hours daily on Taobao, said her customers online come mostly from different regions nationwide, with some logging in from Malaysia and Singapore. They are attracted by the good quality of ornamental plants, various vibrant colors, and competitive prices. On a regular day that is not a holiday, sales can usually exceed 30,000 yuan.

"I learnt the techniques of broadcasting during livestreaming sessions by myself. If I talk too much, my voice tends to become hoarse. We need to pay attention to tricks of the trade-like, we can't get angry with customers in any situation," she said.

"Spring and autumn are the peak seasons of sales. Earlier last year, most people stayed at home to avoid contracting COVID-19, and they spent more time on mobile phones, which has helped boost sales of ornamental plants."

Jian Minghui, 34, a livestreaming anchor in Jinning district, who started selling ornamental plants on Douyin in October, already has a team of more than 10 to assist him. Before switching to a career in presenting live shows, he worked in the internet sector.

Jian started selling ornamental plants since the outbreak of the pandemic. Now, monthly sales can pull in anywhere between 2 million yuan and 3 million yuan, and Jian said he believes there is still room for growth.

In the later half of this year, he plans to found two firms, with one focusing on promoting the culture of ornamental plants, and another one establishing a website that posts pictures and videos of flowers, and integrates planters, anchors and wholesalers together.

"In Kunming, the subtropical weather is suitable to grow ornamental plants all year round, and the quality of the plants tends to be better than those planted in other areas," he said.

Meanwhile, some planters themselves have started selling flowers through livestreaming sessions. Han Gang, a planter of hydrangea, has sold his flowers to customers nationwide, in addition to those in overseas markets such as Europe, the United States, South Korea, Thailand and the United Arab Emirates.

In the early period of the outbreak of the COVID-19 pandemic, wholesalers and florists seldom bought flowers from planters such as Han, and the flowers were unsalable for a while. Later, Han found out new business opportunities through livestreaming sessions.

During daytime, Han is usually busy preparing and selecting flowers, and between 9 pm and 1 am, he faces the camera and goes live online.

"Starting March, hydrangea in Kunming starts to bloom, while hydrangea planted in other areas usually blooms in May. The flowers also bloom between September and December in Kunming. Thus, we have an advantage in the timing. The blue hydrangea we planted can be as big as hats," he said.

The popularity of the multibillion-dollar livestreaming market in the country has changed the ecosystem of traditional supply chain of flowers, which includes multiple tiers.

Flower sales usually need experience, like transferring from planters to first-tier wholesale market, the second-tier wholesale market and then to brick-and-mortar florists. Thus, flowers sold to consumers at stores usually carry higher price tags, according to LeadLeo.

Traditional flower shops are usually small and scattered. Store-owners are cautious about the storage and selection of flower varieties. Their supplies usually lack wide varieties so cannot meet diverse demand of consumers. Wastage of freshly cut flowers due to supply-demand mismatches are not uncommon.

Besides, in the multi-layer transportation process, there is high chance for wear and tear of flowers due to long-haul transport. For regular land transportation, wastage can exceed 30 percent of flowers packed intact initially. That proportion can reach 15 percent in air transportation, the consultancy said.

"Flower planting is usually subject to seasons, temperature and humidity. The quality of flowers could be unstable and high yields can't be guaranteed. Besides, holidays usually see higher demand for flowers, and traditional flower planting sometimes can't satisfy demand during peak periods like holidays," Zheng of LeadLeo said.

"As a perishable good, flowers command relatively high repurchase rates. Sparing customers of additional costs involved in multilayer distribution can help direct sellers with higher revenues. Thus, many florists at the retail level usually offer discounts and flower subscriptions," she said.

 

 

Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
CLOSE
 
主站蜘蛛池模板: 午夜无码A级毛片免费视频| 国产综合免费视频| 久久精品WWW人人爽人人| 波多野结衣绝顶大高潮| 扒开老师挠尿口到崩溃刑罚| 亚洲欧美日韩综合久久久久| 美女把尿口扒开让男人桶| 国产真实露脸精彩对白| www成人在线观看| 日本欧美大码aⅴ在线播放| 亚洲无码一区二区三区| 精品久久久久久久久久中文字幕| 国产大片中文字幕在线观看| 97在线公开视频| 欧美日韩亚洲国产精品| 嗯~啊太紧了妖精h| 欧美videos极品| 大学生久久香蕉国产线看观看| 久久99国产精品| 朝桐光亚洲专区在线中文字幕| 人人人妻人人澡人人爽欧美一区| 色一乱一伦一区一直爽| 国产日产久久高清欧美一区| 99re66热这里都是精品| 性欧美18-19sex性高清播放| 久久无码精品一区二区三区| 欧美成人看片一区二区三区| 国产剧情jvid在线观看| 521色香蕉网站在线观看| 好硬好爽好湿好深视频| 久久99精品久久久久久首页| 本子库全彩时间暂停| 亚洲欧美天堂网| 男人都懂的网址在线看片| 四虎影视在线观看永久地址| 91麻豆国产极品在线观看洋子| 成人中文字幕一区二区三区| 久久国产乱子伦精品免| 欧美一级视频在线观看| 亚洲精品午夜久久久伊人| 精品久久久中文字幕人妻|