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mddrrobin9090
Apr 06, 2022
In Self Help Forum
Three times a year, each time with a new feeling? Yes, this is the charm of Valentine's Day, at least on February 14th, May 20th and the traditional Chinese Qixi Festival during the three days of the year, love-themed activities from various brands and platforms will form a "carpet" coverage. . Flowers, snacks, and cosmetics are the most important gifts for Valentine's Day. Different from the fixed channels of snacks and cosmetics, the offline-to-online sales transfer of flowers in the past two years is more obvious. Among them, flowers have become one of the main marketing battlegrounds this Valentine's Day, including many new and old e-commerce channels such as Daily Youxian, Dingdong Shopping, Meituan, Ele.me, and Hema. Flowers may not be necessary for a relationship, but in the hearts of e-commerce platforms, this business aimed at the love of lovers is at least worthy of a "C position" on Valentine's Day. 1. The platform melee "sends your heart", it is not worth it but also worth it "Actually, you said that this thing (flowers) is worth the current price, I think it is definitely not worth it," Xiao Xu, who works in Changsha, told the US Stock Research Institute, "11 roses cost nearly 300, and you have strong hands-on ability, so it is better to buy them in the flower market. It’s more intentional to design and match it yourself.” Despite this, considering the time issue and thinking of the scene when his girlfriend from a different place picked up flowers at the front desk of the company, Xiao Xu still ordered a custom bouquet for Valentine’s Day on an e-commerce platform. Of course, anything can seem too expensive if it's priced at cost. According to the data of Kunming International Flower Auction and Trading Center Co., Ltd. (KIFA, the flower industry chain service enterprise ranked No. 1 in Asia and No. 3 in the world in terms of flower transaction scale), the average price of roses under normal circumstances is about 4 yuan per flower. . This is a microcosm of the outbreak of flower business on Valentine's Day. Flowers are pricey, but thoughts are priceless. Users choose to pay for love. In every day that can be linked to emotions, the premium Phone Number List of the commodity itself is negligible, and consumers are more willing to accept it. Therefore, the level of flower sales on e-commerce platforms is always hitting new highs every year. As of February 11, the online pre-sale of Hema flowers has increased by 459% compared with the same period last year, while Dingdong Maicai and Ele.me respectively estimate that the flower sales for Valentine’s Day this year will be 10 times and more than 3 times that of last year. In fact, when e-commerce platforms such as Meituan, JD Daojia, and Dingdong grocery shopping were opened on Valentine's Day, flowers occupied at least one major page: Meituan set up red envelopes with no threshold for flowers; JD Daojia posted "Love in the whole city, Under the slogan of "Express for Love", the flower products are classified according to the number of flowers; Hema has launched the "Romantic Confession Season" activity, and conducts linkage marketing of flowers, baking, chocolate and other categories. The daily fresh flower sales are also carried out with sweet food such as chocolate, and before noon, the Dingdong grocery shopping page shows that its red roses, pink roses, immortal flowers and other categories of flowers have been sold out. replenishment.
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