"520" is a romantic day to express love. Under the epidemic situation, ordering a bunch of flowers and giving a gift for the object through the online platform has become the first choice for many young people to express their love.
On May 20, the reporter of Securities Daily learned from e-commerce platforms such as dingdong shopping, daily excellent fresh food, box horse fresh food, hungry, meituan that under the influence of the "520" atmosphere, the happy economy and romantic economy are heating up, and the sales of flowers on each platform have increased year-on-year.
cross regional order sales increase
"More and more consumers are sending gifts and blessings to their loved ones through takeout platforms." Hungry? The relevant person in charge told the reporter of Securities Daily that during the "520" period in the past three years, the average annual growth of flower orders through "takeout" in China has more than doubled. Among them, red rose and Zhejiang Sunflower Great Health Limited Liability Company(300111) became the most popular flower items among consumers during the "520" period this year.
With the gradual formation of the user's mind of buying flowers on the outbound sales platform, during the "520" and "Xiaoman" periods this year, the number of hungry flower merchants was twice that of the same period last year, and the sales volume of seasonal flower takeout such as peony increased significantly compared with previous years.
According to the statistics of meituan flash purchase, as of 12 noon on May 20, the take out orders of flowers have increased nearly twice over the same period last year, and red rose is still the most popular flower in 520.
It is worth mentioning that the flower orders confessed in 520 places this year accounted for 70% of the total orders, an increase of 20% over the same period last year. Mr. Wen, who works in Shanghai, said that because of the epidemic, he had not been able to meet his girlfriend in Beijing for several months. "Recently, the timeliness of express delivery is unreliable. I ordered flowers and bought cosmetics as gifts on the takeout platform. Although I can't meet, I can't be late."
Ding Dong's person in charge of buying vegetables and flowers also told the reporter of Securities Daily that in the "520" this year, many users at home in Shanghai and Beijing have chosen to "send flowers across districts". To this end, Ding Dong prepared a variety of gift flowers and daily rose bouquets for shopping, and put on the shelves a new 99 yuan rose peony "520" package, including roses, peony and other random bouquets.
It is understood that from May 18 to 20, the overall pre-sale volume of roses on dingdong shopping platform doubled compared with the same period last year. Among them, the pre-sale volume in East China has exceeded one million, and the rose package was sold out before the 19th; The pre-sale volume of roses in Beijing exceeds hundreds of thousands.
In addition to roses, more affordable flower materials and green plants are also put on the shelves. On May 19, Ding Dong bought vegetables. A new "balcony garden" Gardenia rose green plant potted package was opened in Shanghai, including a pot of Gardenia and rose potted plants, as well as random potted flower materials such as mint, rosemary, copper coin grass and longevity flower. "With the resumption of work and production, there will be more spot flowers on the shelves in the future to better meet users' pursuit of a better life." Ding Dong buys vegetables and flowers, said the person in charge.
responding to rising costs and actively stabilizing quantity and price
Affected by the low temperature weather at the beginning of the year, the growth time of many flower producing areas was delayed, the rose material market was in short supply, and the transportation cost of flowers generally rose this year due to the influence of multiple sealing and temporary sealing.
"In the past, Yunnan's direct cold chain car went to Shanghai, but this year it had to go through Shaoxing, Zhejiang Province. After secondary packaging at Shaoxing flower processing factory, it was transported to Shanghai." Ding Dong, the person in charge of buying vegetables, told the reporter of Securities Daily that the transportation cost from Yunnan to Shaoxing is not different from usual, but the price from Shaoxing to Shanghai has increased by 2-3 times.
It is reported that all roses bought by Ding Dong come from its direct mining base in the main flower producing area of Yunnan, which can better stabilize the quantity and price. "At present, the price of flowers on the platform is the same as that in previous years. Through the whole process of cold chain transportation, the fastest time from picking to delivery to the warehouse in Shanghai can be 48 hours, so as to ensure the freshness and longer flowering period of flowers to the greatest extent."
HEMA has also set up its own processing center, eliminating intermediate links and directly connecting with the base to lock in price and production capacity. At the same time, it is combined with vegetables and other cold collections to the store, with a full load rate of more than 90%, reusing a set of supply chain and reducing costs. The reporter of Securities Daily learned that HEMA started its flower business in 2021 and upgraded the "cabbage flower shop" to "HEMA garden" in May last year.
For the "520" time node, HEMA increased the stock of flowers in stores across the country, an overall increase of nearly 20% compared with February 14.
According to the data of HEMA Beijing, in May, the sales of flowers increased by 2 times year-on-year, of which the sales of Paeonia lactiflora increased by 5-6 times year-on-year, winning the "first place" and becoming the "top stream" of the flower market.
On the day of "520", Youxian said that the overall sales of flowers would double.
According to tianyancha data, the three-year average growth rate of flower e-commerce related enterprises reached 21.1%. In 2021, the number of flower e-commerce related enterprises reached 5240, with a registration growth rate of 6.5%. Since 2022, nearly 820 flower e-commerce related enterprises have been newly registered.
"Under the huge consumption potential, the fresh e-commerce platform has already brought the category of flowers into its arms, which can not only bring new growth points to the platform, but also enhance customer stickiness." Bao Yuezhong, chairman of Baum Enterprise Management Consulting Co., Ltd., told the Securities Daily that it is worth noting that after "520" and before Tanabata, the flower market will enter the off-season, and the price will also decline. How to reduce the cost pressure is an urgent problem for flower retailers and e-commerce.
