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Obligation to inform

义务告知

      随着消费场景的深入拓展,更多潜在用户将被吸引,鲜花消费需求也将随着鲜花品类的拓展和服务品质的优化而进一步提升,鲜花电商市场规模有望继续扩大,发展前景较为可观。

    过去,中国的鲜花需求较低,市场规模较小,鲜花行业标准少,生产不集中,具有机械化集中生产能力的特别少,严重影响了鲜花的稳定产值和产量。近年来,随着鲜花电商的迅速发展,相对应的鲜花供应链管理、品质把控、物流配送等环节却达不到标准,成为鲜花电商行业发展的掣肘。那么,面对潜力如此巨大的鲜花市场,鲜花电商该如何从供应链、物流配送、品质把控等方向提升发展空间?

   得花源者得天下,得终端者得天下。

   目前阶段,电商之于鲜花,仅是从消费者意愿和购买渠道上进行了升级,背后的支撑依然是老旧的鲜花供应链体系,鲜花电商多是通过与鲜花主产区云南的花农或鲜花基地合作的方式采购鲜花。从种植端来看,我国与荷兰等花卉出口大国有着不小差距,我国虽然有庞大的花卉种植农户,但真正拥有集中式、机械化生产的产地相对较少,供应链尚未完全打通。因此,鲜花电商需要保证上游鲜花供应链的完善和优化,获得充足的鲜花供给。

革新物流配送技术

   对于鲜花来说,从采摘下来的那一刻起,品质就在逐级递减,耗损严重,出于成本控制、保障鲜花质量等目的,降耗损成为企业的重要把控点之一。而降损的重点在物流配送环节。传统的鲜花运输以空运、火车等为主,物流技术落后,保鲜设备不够先进,造成的鲜花损耗超过30%。

电商时代,随着规模增加、物流发展,冷链物流也被应用到了鲜花上。加快恒温保鲜技术的发展,提升协同作业能力,能够有效降低鲜花运输途中的耗损。而直面消费者的最后几公里,企业也应该开始自建配送团队,一方面可以降低对第三方物流公司的价格依赖,减少运输成本;另一方面可以更直接地保障鲜花品质、提升用户体验。

   flower shop网认为,鲜花电商行业的发展目前还处在成长期,虽然在供应链管理、物流配送、品控、研发等方向都还存在较多问题,但是,资本市场和消费者需求倒逼产业链升级,鲜花电商的发展前景还是较为广阔的。

  目前市场上花店终端的鲜花成品销售模式。

  互联网销售网络店占比行业销售的百分之九十五,传统花店互联网直接参与销售的比例不到百分之五。模式依然是互联网销售商接到顾客下单后在把订单按照零售价格的四六分成模式(即网商六,实体花店四成),此种老旧鲜黄配送机制已经严重侵害顾客所付出得到同等价值产品。同时实体花店在四成上还要负责很大运营等成本,也无利可图。此种循环需要新的一轮革新,但目前尚未有企业做出应对策略。

   With the in-depth expansion of the consumption scene, more potential users will be attracted. The demand for flower consumption will be further promoted with the expansion of the flowers category and the optimization of the quality of service. The market size of the flower market is expected to continue to expand and the prospect of development is considerable.
In the past, the demand for flowers in China was low, the market size was small, the standard of the flower industry was few, the production was not concentrated, and the mechanized concentration of production was particularly small, which seriously affected the stable output value and output of the flowers. In recent years, with the rapid development of fresh flowers, the management of fresh flowers supply chain, quality control, logistics distribution and other links have not reached the standard, which has become the obstacle to the development of the flower business industry. So, in the face of such a huge potential flower market, how should the flower business increase the development space from the supply chain, logistics distribution, quality control and so on?
To spend the source of the world, the end of the world.
At the present stage, the fresh flowers, only from the consumer will and the purchase channel, are still the old flowers supply chain system, and the flowers are purchased through the flower farm or flower base in Yunnan. From the point of view of planting, there is no small gap between China and Holland and other large exporters of flowers and flowers. Although there are huge flowers and flowers planted in China, the real production of centralized and mechanized production is relatively small, and the supply chain has not been fully opened. Therefore, the flower business providers need to guarantee the perfection and optimization of the upstream flower supply chain and get enough fresh flowers supply.
Innovation of logistics distribution technology
For flowers, from the moment of picking, the quality is decreasing level by step, and the loss is serious. It is one of the important control points of the enterprise for the purpose of cost control, the quality of fresh flowers and so on. And the focus of loss reduction is in the logistics distribution link.  Traditional flower transportation is mainly transported by air and train, logistics technology is backward, and fresh keeping equipment is not advanced enough, resulting in over 30% loss of flowers.
With the increase of scale and logistics, the cold chain logistics has also been applied to flowers. Speeding up the development of constant temperature preservation technology and enhancing the capability of cooperative operation can effectively reduce the wastage of flowers during transportation. Facing the last few kilometers of the consumer, enterprises should also start to build their own distribution team. On the one hand, it can reduce the price dependence on the third party logistics companies and reduce the cost of transportation; on the other hand, it can ensure the quality of flowers and improve the user experience more directly.
Flower shop network believes that the development of the flower business industry is still in the growth period, although there are still many problems in the direction of supply chain management, logistics distribution, product control and research and development, but the capital market and consumer demand force the industrial chain to upgrade, and the prospects for the development of the flower business are still wider.
At present, the flower sales mode of flower shop terminal is on sale.
Internet sales network stores account for ninety-five percent of the industry's sales, and the proportion of traditional flower shops directly participating in sales is less than five percent. The model is still the 46 pattern that the Internet seller receives orders from the customer to follow the retail price (i.e. the net business six, the entity flower shop 40%). The old fresh yellow distribution mechanism has seriously infringed the customers' equal value products. At the same time, the entity florist is also responsible for the great cost of operation in 40%, and it is also unprofitable. Such a cycle needs a new round of innovation, but at present, no enterprise has yet to make strategies.