With the development of retail e-commerce, many consumers have begun to choose to buy flowers online on platforms such as Pinduoduo.

　　According to related data from Pinduoduo, in 2021, the sales of live flowers on the platform will increase by 150% year-on-year, and the sales of potted flowers will increase by 60% year-on-year; it is worth mentioning that women are increasingly fond of online shopping for flowers, whether it is for their own pleasure. Still like sending friends in the news, the proportion of female flower consumption has exceeded 65%.

　　Behind the growth of flower consumption is the in-depth cultivation and precipitation of Pinduoduo's "Farmland Cloud Pinning" in the field of flowers. The Pinduoduo model will disperse and temporarily demand the consumer side, and form an aggregation effect in time and space. Flower farmers and agricultural cooperatives in flower producing areas such as Fujian have provided long-term and stable orders, direct delivery from the origin, and increased income of flower farmers, while allowing more and more consumers to enjoy high-quality and low-cost flowers.

▲More and more consumers are buying flowers online. "Surprise", "freedom of flowers" and "good mood" are words that appear frequently in social platforms.

　　"Freedom of Flowers" spelled out

　　Xiao Luo, a college student in Chongqing, is a girl who loves flowers. A year ago, he started to buy flowers on Pinduoduo every month to decorate his dormitory, and he never tired of it.

She said that the price of offline flower shops is getting more and more expensive, and the variety is limited. At first, I wanted to go to the online shop to try my luck, but I didn't expect to win the "true fragrance law" of Pinduoduo. The price is affordable, and every time I receive it The quality of the flowers is not bad, so that the flower-loving student party has realized the "freedom of flowers".

"The most recent time was in early January when I put together a bunch of perfume powder lilies. It only cost more than 20 yuan. The store also took warm-hearted measures to keep warm. In the days before the holiday, I showed off a few more flowers to my friends every day. I was very happy. , look up at the flowers in the dormitory, and there is also the romance of spring in winter."

　　Slightly different from Ronaldinho, Ms. Yuan from Guizhou likes to buy flowers on Pinduoduo because she finds the fun of shopping together, "Once a friend from Guangdong posted local special orchid potted plants in the circle of friends, but she couldn't find it after searching offline for a few days. If it is suitable, I searched on Pinduoduo, I really found it, and I bought it and specially shared it with my friends.”

　　On social platforms such as Weibo, Xiaohongshu, and Douyin, almost every day, netizens post pictures or videos of themselves buying flowers on Pinduoduo. "Surprise", "freedom of flowers", and "good mood" are high Frequently appearing words, buying flowers together has gradually become the trend of life consumption.

　　Data from the Pinduoduo platform shows that in the flower industry, sales of fresh cut flowers in 2021 will increase by 150% year-on-year. The most popular items are lilies, roses, bellflowers, etc. %, the best sellers are green baskets and orchids.

At the same time, in the field of online flower shopping, it is no longer a traditional gift object, and women's independent consumption needs are becoming stronger and stronger, accounting for more than 65%.

▲ Yunnan flowers are well-known in the country, and many businesses rely on Pinduoduo's "farmland cloud fight" model to help upgrade the local flower industry chain and increase the income of flower farmers.

　　"Farmland Cloud Fight" helps upgrade the flower industry chain

　　One end is connected to a better life, and the other end of the flower industry is in the flower field.

　　It is said in the industry that out of every 10 flowers in China, 7 come from Yunnan.

Due to natural advantageous conditions such as climate and soil, Yunnan flowers are well-known throughout the country, and their quality is stable and suitable for daily consumption. However, traditional flower distribution channels are very complicated. From Yunnan to consumers, a flower has to go through flower farmers, flower markets, dealers at all levels, and flower shops. After many other links, the quality of flowers has been greatly damaged, and the price has also risen a lot.

Pinduoduo's direct hair mode from the origin, just happens to push Yunnan's flowers directly to urban consumers, and therefore has a deep connection with Yunnan flowers.

In March 2020, Pinduoduo and China Railway Kunming Bureau Group launched a "flower special train" to successfully deliver flowers donated by Yunnan flower farmers to Wuhan anti-epidemic medical staff, which was praised by CCTV News.

In the same year, Mo Wei, the then magistrate of Luxi County, Yunnan, and other government leaders walked into the Pinduoduo live broadcast room to speak for Yunnan Flowers, which was supported by 1.6 million netizens, and also allowed Yunnan Flowers to accumulate more fans on the Pinduoduo platform.

　　Yang Daolin, a disabled youth born in the 1980s in Anhui Province, is a distinctive Pinduoduo flower merchant.

He originally sold mobile phone e-commerce, and by chance traveled to Yunnan, and found that the production cost of flowers and the market price in the mainland had more than ten times the profit margin, and the business opportunities were vast, so he began to try to open a store on Pinduoduo, which has now become a platform. A leading company, in 2021, the store will sell 2.3 million pieces of flowers, and the sales will reach tens of millions of yuan.

According to reports, they have also established flower planting bases in many places in Yunnan, signed purchase and sales contracts with local flower farmers, and helped more than 330 local flower farmers to increase their incomes and become rich with the help of Pinduoduo's innovative model of "agricultural land cloud spelling".

　　Stories like this don't just happen in Yunnan.

Women are becoming consumers of flowers and entrepreneurs of the flower industry.

In Guizhou, Hua Qian, a representative of the National People's Congress and a leader in rural e-commerce entrepreneurship, and her partners also began selling flowers and green plants on Pinduoduo in March 2021.

According to reports, Guizhou's gardenia, Yunnan's rose, bubble rose, daisy, lucky bamboo and other products are favored by consumers from all over One or two thousand orders, and the peak on holidays can exceed 4,000 orders, which has driven the hot sales of flower products in Guizhou, Yunnan, Guangdong and Shandong.

　　In Shigou Town, Sihui City, Guangdong Province, which has the largest orchid planting area in the Guangdong-Hong Kong-Macao Greater Bay Area, the orchid planting area exceeds 5,000 mu, with 33 million seedlings raised annually, and more than 230 four series of Molan, Hybrid, Yang Lan and Phalaenopsis are cultivated. Variety.

But before the end of 2019, the local area has been pondering how to grow orchids while opening up sales.

Liu Zhixiong, director of the Party and Government Comprehensive Office of the Shigou Town People's Government, said that before leading companies put orchids on Pinduoduo, they were limited by sales channels and the scale of planting was limited.

"After going online, the planting area has increased by more than 1,000 mu, and the income has grown considerably."

　　Ling Weibin, the "second generation of farmers" born in 1995, is the leader of the online transformation of the local orchid industry.

According to Ling Weibin, after the outbreak of the new crown epidemic in 2020, I ran into a friend who was selling jade on Pinduoduo live broadcast to exchange experiences, and he also picked up his mobile phone and started live broadcast selling orchids.

What surprised him was that Pinduoduo’s unique order-making model allowed its store to explode orders the next day, selling nearly 1,000 pots of orchids.

Afterwards, Ling Weibin and his friends formed a professional e-commerce operation team, and invited his father, who has grown orchids for more than 20 years, to give lectures to the broadcasters, introducing orchid varieties, maintenance, diseases, and cultivation techniques.

Popular science-style live broadcasts quickly came out of the circle, attracting a large number of Pinduoduo consumers, and now the average daily turnover is almost a dozen times that of their parents’ offline operating income.

　　On the other hand, Ling Weibin also fed back the opinions of fans in the live broadcast room to his father in charge of research and development to improve products and develop a series of new products.

He mentioned that the fans in the live broadcast room reported that the orchids were too large to be placed at home. Young consumers wanted simple and elegant colors and personalized products. His father changed the shape, color, and smell of the plant, and increased the size of the dwarf orchids. Yield.

This also inspired other flower farmers in the town and led to the optimization and upgrading of the entire local industrial chain.

Ling Weibin said: "In the future, focusing on the fan base of Pinduoduo's live broadcast room, we plan to deeply operate users, and launch high-end orchids and modeling orchids of about 1,000 yuan, and sprint annual sales of 200 million yuan."

　　The person in charge of Pinduoduo's agricultural project said that the innovative model of the platform "Farmland Cloud Pinning" is to create a high-speed channel for the production and sales of "flower fields directly connected to family shopping carts", and to optimize the supply chain of flower planting with stable orders to help farmers increase their income. At the same time, by reducing intermediate links, consumers can enjoy more preferential flower products.

"In the future, we will further enhance the consumption experience of the flower category on the platform through advantageous resources such as tens of billions of subsidies, 10,000 groups, and limited-time spikes."