The Changsha flower market leverages on the romantic economy to usher in the first burst of orders in the new year. Flowers are changing from gifts to daily consumer goods
From "Exclusive Rose" to "A Hundred Flowers Blooming" (Economic Observation)
Changsha Evening News, February 14th (all-media reporter Wu Xinfan) "2.14" Valentine's Day is approaching, and flower shops in Changsha are taking advantage of the "romantic economy" to usher in the first "explosive order" moment of the year.
Due to the rising price of roses and the change of consumption concept, the Valentine's Day flower market, which used to be "exclusive roses", is quietly changing. According to data from multiple Internet platforms, during Valentine's Day, the sales of flowers in Changsha skyrocketed by more than 2 times compared with usual. In addition to rose bouquets, seasonal bouquets such as peach blossoms, cherry blossoms, and blue pots are also popular.
The Flower Market welcomes the first "explosive order" moment of the year
"Our flower shop is in a shopping mall, and we ushered in the peak of flower sales ahead of schedule on weekends. Young couples who go shopping will basically buy a bouquet." At noon on the 14th, in a flower shop in Fangyuanhui, Changsha, the owner Ms. Li was very busy. Stop, the stereo in the store will remind you of takeaway orders from time to time.
She told reporters that the rose bouquets were sold out that morning, and many consumers who placed orders later would choose to buy other seasonal flowers.
In addition to the popular red roses, consumers' preferences have begun to change, and flowers with individual colors such as pink lychee roses and cappuccino roses are becoming more and more popular among the public.
In addition, novel mix-and-match bouquets are very popular among young people. For example, the rabbit bouquet incorporating elements of the Year of the Rabbit has become a popular item this year.
Meituan data shows that the search volume for "rabbit bouquet" has increased by 564% compared with last week, and merchants have sold more than 500 group purchases on the platform.
According to data from Meituan, as of February 13, the number of merchants providing in-store group buying services for Valentine's Day flowers this year has increased by 214% compared with last year, and many flower shops at their doorsteps have ushered in a small peak in consumption ahead of schedule.
At the same time, the popularity of special services such as "follow shooting" has also increased. In the week before Valentine's Day, the number of orders for licensed follow-up shooting increased by 60% compared with the same period last year.
Consumers tend to be rational and seasonal flowers are favored
"Self-packaged bouquets such as 52 roses and 1314 roses are all scheduled to be sold, but with more and more choices of flowers, some people's consumption will become more rational." Wu Guiqin, store manager of Hema Changsha Wangfujing store, told Reporter, young people nowadays, apart from some high-end customized gifts, also pay attention to practicality.
The reporter learned that due to the frost in some areas of Yunnan, the main flower planting base in my country at the beginning of this year, the production and quality of flowers were affected, which led to the rising price of roses this year, hitting a record high.
Therefore, during the holiday season when the price is relatively high, many young people may not necessarily choose rose bouquets that "go up when the tide rises".
Statistics show that on Valentine's Day, more and more young people choose the newly released seasonal spring flowers.
Compared with usual times, the sales of spring flowers such as peach blossoms and cherry blossoms tripled on Valentine’s Day, and the sales of niche bouquets such as blue potted flowers and emerald flowers increased by 5 times.
Niche flower materials become consumers' spring home "soft decoration"
Valentine's Day has pushed the "romantic economy" to a small peak, but industry insiders told reporters that with the cultivation of the consumption concept of pleasing oneself, this year's flower consumption is entering the "fast lane". Buy yourself flowers as you go.
In the Hema Runhe International Plaza store, the "Hema Garden" at the entrance is in full bloom. In addition to packaged rose bouquets, there are more seasonal flowers such as peach blossoms, cherry blossoms, and blue potted flowers.
By March and April, spring flowers such as bromeliad, peony, peony, lilac, and wood hydrangea will be on the market one after another.
"This spring, Hema launched more than 20 kinds of seasonal spring flowers in Changsha, and many ornamental spring flowers have become spring decorations for Changsha consumers to decorate their rooms." The relevant person in charge of Hema Garden said that flower sales are no longer "exclusive roses" ", spring bouquets such as cherry blossoms, magnolias, wind chimes, emerald pearls, and begonias have also become popular items on Valentine's Day.
Through data analysis, it is found that these niche flowers, which were only seen in parks and suburbs in the past, have a great consumer demand.