Upstream and downstream disadvantages are significant, and traditional flower industry has many problems
Due to the shortcomings of the model, there are still many problems in the traditional flower industry, mainly as follows.
** First, because of climate and other problems on planting flower farmers productivity is limited, there is no large-scale production operation. ** Due to a wide variety of flowers, planting of soil, temperature, humidity and other requirements of different degrees, so flower cultivation is susceptible to seasonal and other environmental factors, yield and quality instability. In addition, in the traditional flower industry operation mode, there are many intermediate links, resulting in the lack of information between the supply and demand, and the upstream flower farmers and other growers have limited conditions in planting, limited productivity, it is difficult to form a certain production scale, even many scattered planting.
** Second, because flowers are easily damaged in transportation, the consumption rate of flowers is too high in the process of packaging and layer upon layer transportation. ** At present, the main producing area of fresh cut flowers in China is Yunnan, and the flower consumption market is mainly concentrated in the first and second tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen. Due to geographical factors, logistics and transportation is a necessary process. Fresh flowers have a short period of preservation and are easy to be damaged, so the transportation of flowers must have a high demand. In order to save costs, many flower farmers adopt extruded packaging. The transportation loss rate is more than 30%, and the air transportation loss rate is also 15%. High loss in the transportation process has always been a big pain point in the field of traditional flowers.
** Third, offline flower shops have single products, lack of design sense, and it is difficult to meet consumer demand in terms of supply and demand, and the price is on the high side. ** Due to the traditional offline flower shops are scattered, small scale, few flower types, single packaging and lack of design sense can not meet the diversified needs of users, and mainly in holidays, wedding activities and other gifts, functional flowers, so the purchase of conservative, more festivals, less at ordinary times resulting in imbalance between supply and demand. In addition, when flowers finally arrive at the hands of users, they have gone through many intermediate links, such as transportation, primary market, secondary market, physical flower shop and distribution. In the circulation between layers, flowers have been multi-level markup, so the consumption of traditional flowers is on the high side, and the products obtained by users are not satisfactory.
It can be seen that the disadvantages of upstream and downstream are significant, which is not conducive to the sustainable and healthy development of the industry. The operation mode of the traditional flower industry needs to be changed urgently. With the continuous development and progress of the Internet, e-commerce is becoming more and more hot, and flower e-commerce is also born in accordance with The Times, promoting the reform of the flower industry.
Empowered by logistics, the multi-dimensional flower e-commerce leads the transformation of the traditional flower industry
After the initial period, the development period, the golden period and the buffer period, the traditional flower industry has gradually stepped into the reform period due to its own problems and the needs of The Times. First, because of the traditional flower industry upstream and downstream disadvantages are obvious, there are many problems in the overall operation need to change; Second, the development of the Internet changed people’s spending habits, is no longer confined to offline store, and the continuous improvement of people’s living standard, there is a growing middle class, more and more attention to the quality of life, the demand for flowers are no longer limited to the present, more than a minute own pleasure, therefore daily demand, flowers flowers subscription model began to rise. The introduction of flower e-commerce into the flower industry has brought referable solutions to many problems existing in the traditional flower industry
Iresearch “2017Q1 Chinese flower market research Report” shows that the market size of flower e-commerce in 2016 reached 16.88 billion yuan, and the market size is expected to break through 60 billion yuan in 2019, which shows that the prospect of flower e-commerce is broad. With the support of the Internet, flower e-commerce began to use their own logistics, supply chain and other advantages to empower the traditional flower model, to help its reform.
First, reduce the loss to pull down the cost, to ensure the quality of flowers
The key to reduce the loss is in the logistics link, and the lack of packaging and equipment of logistics may cause additional loss of flowers. Therefore, flower e-commerce companies began to develop some effective loss reduction packages based on the thinking of loss reduction.
For example, Flowerplus has invented an environmentally friendly recycling box to reduce physical loss. This kind of turnover box loaded with flowers, a turnover box pressure can reduce the overall physical damage of flowers to zero, and the traditional flowers are loaded with cartons, will let flowers pressure, loss. Second, the turnover box is not only foldable and convenient to use, but also reusable, so as to save the cost of cardboard consumables, save expenses for the company, and more environmental protection, fit the concept of environmental protection advocated by the state.
This kind of environmental protection turnover box not only ensures the quality of flowers, but also saves costs, which means the profit space will expand. And the flower plus independent research and development of this kind of environmental protection and practical turnover box in a certain extent broke the flower transport curse, large-scale use, but also promote the development of the traditional flower industry, to lower the rate of attrition further.
Second, perfect hardware and software infrastructure, one-stop supply chain, precise control of the whole process
In addition to its contribution to loss reduction, flower e-commerce is also fully empowering traditional industries through logistics and supply chains. For example, Flowerplus adopts low-temperature refrigerated transportation, which is transported from production area to flower processing bases throughout the country through trunk lines, and then distributed to major express distribution stations from the bases, and finally delivered to consumers.
Huajia controls the supply chain of flowers completely, not only ensuring the quality of flowers, but also improving the distribution efficiency of flowers in the early stage through strict and precise temperature control during pre-cooling, low-temperature transportation, storage and processing, as well as strict requirements for production, transportation and processing efficiency
In addition, in terms of hardware and software, the logistics system and logistics equipment of flower e-commerce are constantly upgraded. For example, Flowerplus has seven flower processing bases. In order to implement technological reform, it has introduced advanced semi-automatic production lines from The Netherlands, as well as Volvo 15-meter-high refrigerated transport vehicles and shockproof testers. Such one-stop cold chain transportation makes the logistics cycle shorter, while the software and hardware equipment guarantee the damage degree of flowers is less or even zero, which can be described as a complete victory over the traditional flower industry model.
Third, logistics refined layout, more perfect terminal services
The last mile has always been a pain point for the logistics industry, and the layout of flower e-commerce is becoming more and more perfect in the distribution point. To take, for example, the flowers in pre cooling off after using the direct distribution to the corresponding national seven processing base, docking with the depth of the express company, to obtain the distribution radius and geographical fences, assign the optimal routing, the user to send flowers order straight to the nearest delivery company site, avoiding the express company distribution center, to reduce the number of handling, Minimize flower wastage. It is reported that the average customer from the order to receive flowers in less than 36 hours.
It is through improving hardware and software infrastructure, terminal services, improve logistics efficiency, complete one-stop supply chain, so as to reduce the probability of loss of flowers in each link, so that users can receive intact flowers more quickly. It can be seen that flower e-commerce is leading the traditional flower industry to change.
Mode change, flower industry to information, internationalization
Whether in terms of loss reduction measures, flower category and design beauty or perfect cold chain logistics system, flower e-commerce represented by Flowerplus is pointing out the direction for the reform and development of the traditional flower industry. The special enabling mode can achieve such results, in fact, it also indicates the future development trend of flower e-commerce.
** First, the development of new mode will become the key to flower e-commerce. ** With the continuous growth of the flower market, there will be more new modes of flower e-commerce in the future, and promote the flower e-commerce to the era of multiple modes.
Flowerplus and Huang Xiaoming’s personal fashion brand M-77 cooperation, brutalist and Liu Tao interactive “Star and Moon Christmas Dream” live broadcast, etc. It can be seen that the mode of flower +IP can also fully empower the marketing level of flowers.
For example, Flowerplus, which takes daily flower subscription as the consumption scenario, adopts the delivery frequency of once a week and four times a month, and constantly innovates flower design to please users and meet their constantly upgraded consumption needs. In the future, Flower e-commerce may try more variations of subscription mode, and the exploration of these modes will also bring more novel experiences to the users of flower e-commerce, thus further promoting the progress of supply and demand level of the whole market.
In terms of the layout of the industrial chain and supply chain, it is based on the direct collection of flower fields and cold chain logistics mode adopted by daily flower e-commerce providers such as Flowerplus. In the future, due to the pan-regional layout of flower fields, Flowerplus will expand the cooperation with existing overseas farms and form a new supply chain model from a global perspective.
** Second, consolidate the basis of one-stop logistics service, so that the supply chain is constantly updated. **2017 has been defined as “the first year of new retail”. Online and offline combined transportation with modern logistics has become the vane of all retail industries. From the point of view of Flowerplus, the whole process from placing an order to sending the order to the user is a closed loop empowered by logistics, and Flowerplus controls the whole process to ensure that the user can feel the best experience.
It can be seen that The advantages of Flowerplus in flower product control and quality service guide the future trend of flower e-commerce. Do a good job of one-stop quality logistics service, for the flower e-commerce platform to expand the offline entity store road, in order to better improve the online and offline combined transport of flowers retail ecology.
In general, the “logistics +” mode of flower e-commerce platform represented by Flowerplus, the completeness of cold chain logistics and one-stop supply chain can not only help the traditional flower industry to solve the pain points of vulnerable flowers and low distribution efficiency, but also have advantages in quality control and service. In the future, under the leadership of these head flower e-commerce, new technology and new equipment will continue to be integrated into the supply chain, flower retail ecology will be constantly improved, so as to inject more vitality for the whole flower industry, and promote the whole flower industry to information, internationalization.
Liu Kuang, meditation on the Internet, wechat official account: Liukuang110