What are the core resources of flowers in the analysis of e-commerce flower industry?

In-depth expansion of flower e-commerce consumption scenarios, online and offline integration will become a trend.

The growth rate of online single volume has slowed down, and physical flower shops seem to be one of the ways out.

With the growth of online transaction volume slowing down, flower e-commerce needs to open up new export dilution costs, and physical flower shops seem to be one of the ways out. Coupled with the large-scale flower market in recent years, the imbalance between supply and demand of flower products also provides a suitable opportunity for flower e-commerce to cut into the offline. Seize the time to announce the opening of the supply chain recently, attract partners and explore the online and offline omni-channel layout. Flower e-commerce has the advantage of supply chain, but it also has to pay the cost of opening stores and recruiting people, and bear the risk of flower loss in flower shops. The early advantage of light assets to consumers may be difficult to replicate.

The scale of flower e-commerce market is expected to continue to expand.

Statistics and Forecast on the Market Size of China Flower E-commerce Industry in 20 16-20 19.

Data source: compiled by Prospective Industry Research Institute.

Penetrate the offline game entity flower shop

Flower e-commerce companies that have been focusing on online have begun to seek new business. 10 June10, it took a while for flower e-commerce to release the information inviting partners to open physical flower shops, open up the supply chain to attract partners to join, and promise to realize the whole cold chain transportation from Yunnan warehouse to store. According to the information released by Huashi, Huashi has provided a supply chain system for franchisees, including flower fields, pre-quality inspection of the best standards, cold chain water transportation and so on. , and provide site selection, brand, training and other related services. In view of the details of the store opening mode of the entity flower shop, today's beijing business today reporter asked for a period of time to verify, but as of press time, he did not receive an official reply that would take a while.

As early as July this year, I spent some time to start the preliminary recruitment preparation and site planning for opening a physical flower shop. Zhu Yueyi, founder and CEO of Spend Time, once revealed in an interview with the media that spending time to open 20 stores is more efficient than ordinary traditional flower shops. As for the future, there are 100 offline stores, mainly distributed in first-and second-tier cities.

Although flower e-commerce started online, it has been seeking offline living space. Huajia, also a flower e-commerce, has opened six stores in Beijing, Shanghai, Shenzhen, Hangzhou and Chengdu, but they are all in the water testing stage. The relevant person in charge of Huajia said that the offline flower shop can be used as an online order distribution point, which greatly improves the timeliness. At the same time, you can get traffic at a lower cost with the help of the business circle and community around the store. In the future, Huajia will also do some brand image self-operated stores, or do in-depth cooperation with offline flower shops.

In order to cater to the layout of physical stores, flower e-commerce frequently conducts offline cross-border interactions. In July this year 1, I took some time to join hands with the social fitness platform Keep to launch offline activities. On July 9th, Huajia and Tik Tok jointly launched Mercedes in Sanlitun.

Me coffee shop has become a "late night confession flower shop" decorated with flowers. It is worth noting that flower e-commerce has gradually penetrated offline, forming a connection with the flower market that wants to touch the net.

Online and offline integration will become a trend, and seeking new traffic will become a necessary measure.

In order to ensure the controllability of the whole chain, flower e-commerce has built relevant supporting facilities. With the slowdown of online volume growth, enterprises are under pressure to dilute costs. In 20 16, the growth rate of flower e-commerce industry reached the peak 1 14. 1%, and decreased to 68.5% in 20 17. It is estimated that it will decrease by 2 1.8 percentage points in 20 18. Compared with the initial stage of market development, it is difficult for flower e-commerce to maintain the rapid growth of single volume by word-of-mouth communication, and it is necessary to seek new traffic.

At the same time, the transformation of consumer demand has added new space for flower e-commerce to expand offline. At present, the consumption pattern of flower products has changed from enjoyment and spirit to basic consumption, and the market demand for flowers is on the rise. Therefore, a large number of distribution centers are needed to play the role of concentration and divergence, and after the large distribution centers are dismantled, simple online or offline retail is not only too expensive but also unable to meet the needs of consumers. Based on the above situation, it is logical for the flower e-commerce to sink and the flower market to touch the net.

The road to high-cost development needs to be explored

Flower e-commerce will face multiple tests when it sinks into physical channels. Cost is the first threshold that flower e-commerce must pass. Brand authorization fee and management fee are raised to 48,000 yuan and 1.5 million yuan/year respectively. The system usage fee is 6,500 yuan per year, the deposit is 40,000 yuan, and the store design fee is 6,500 yuan. If it exceeds 40 square meters, it will be charged by square meters.

At the same time, flower e-commerce companies need to continue to invest in improving supply chain management. According to the Report of China Flower E-commerce Industry and Users, compared with the traditional trading mode, logistics and labor are the most important expenses at present, especially logistics, and high-cost cold chain logistics accounts for an increasing proportion.

Flower e-commerce companies are not familiar with the layout and distribution methods of offline outlets, and they will encounter difficulties in logistics distribution and outlet distribution. Faced with the above problems, enterprises should use the existing online network system resources to integrate the system of physical stores, and make full use of the existing outlets and resources to upgrade the system. If the system is rebuilt, the loss will be too great.