Flowers are favored by electric dealers, and face a lot of pain.

Donews May 13 feature (reporter Yu Vivi) after fresh products, flowers category again became the electronic business entrepreneur eyes of the sweet cakes.

In addition to the development has been a period of time of the Beast pie, roseonly, Love still flowers, flower flower shop and other enterprises, by the original Silver Thai network CEO Liao Bin founder of the flower website "Mr. Beard" has been officially online, and this is just a number of new on-line flower electric business one of them.

According to incomplete statistics, the current domestic and flower reservations, flowers Express related sites and online shop has tens of thousands of, but this one of the real outstanding operation is very few. It can be said that the current domestic flower electricity market development is still in the initial stage.

Why is it popular?

For many flower shop consumers, become the story of the male and female protagonist, has become a buy outside the value of flowers. This, by the product itself triggered a series of marketing planning activities has become the current market, most of the flower electric dealer's biggest selling point.

Take Roseonly as an example, as a personalized high-end flower electric dealer, roseonly from the line from the "Life only send a person" business philosophy, coupled with the star in micro-blog marketing Promotion Way, has reaped many consumers and even investors heart. And with the previous electric dealers generally through low-cost to obtain different users, flowers, the emergence of the electricity business website began to embark on the brand, value-added routes.

Currently, Roseonly's official microblog has nearly 640,000 fans. Sales, roseonly sales of more than half a year after the time has been close to tens of millions of yuan level, with which, Roseonly's microblog marketing case has become a number of marketing companies teaching model.

In addition, as the capital market in the field of electric business interest is not as good as before, Roseonly also completed in October 2013, nearly millions of dollars in the B-round financing. It is reported that this is roseonly in the establishment of less than a year to obtain the third round of investment, financing speed almost record.

For roseonly fast Jump red reason, senior electric business commentator Ruzenwang said, on the one hand, roseonly exhausted the "sell goods" into "sell the sentiment", to a certain extent, given the platform itself a unique commodity values, This is precisely the roseonly left to the industry and the user's main impression;

On the other hand, roseonly, wild animals, such as flower site for women in the heart of a better guess, "Boys want to capture the girl's heart, in addition to express ' I love you ' outside, more important is ' I Only love you '". This coincides with Roseonly's business philosophy.

Yau Kunjie, founder of Flower Flower shop, said the reason why flowers are popular with users, market recognition, mainly or benefited from the flower site to seize the "flower is not really treated as a flower to treat" the market opportunity, "flower is the emotional consumer products, enterprises and users should be seriously treated", " Now selling flowers and vegetables are still the same people, the main business, product structure, marketing methods are still stuck in the stage of selling vegetables, which is ' selling flowers ' opportunity.

Looks beautiful?

Although the microblogging marketing effect, high-end packaging and emotional demand for the Beast pie, rosronly as the representative of the Flower Electric website paved a "look very beautiful" road. But behind the successful eyeball economy, this kind of "the marketing leads" the pattern development routine, also caused the industry personage to its future development road discussion.

In the longer term, there are still a lot of difficulties and pain points waiting to be faced and solved.

Firstly, the logistics problem is the biggest "enemy" faced by the flower dealers. Although the flower products can use the existing logistics platform for distribution, but because of flower loss, seasonal problems, and flowers professional logistics platform is still a slow development stage, which led to the flower site logistics distribution problem in the short term can not be a strong change.

At the same time, the flower category itself also exists logistics drawbacks. Affected by seasonal, regional and structural factors, flowers are difficult to form the annual stable supply, plus the separation of origin and consumption, which also caused difficulties in the logistics and transport of flowers;

Secondly, the product standardization lag, the product structure is too single also restricts the development of flower electric business. On the one hand, domestic flower industry measurement standards lag, product quality classification fuzzy, so the domestic flower electrical production level is also difficult to achieve standardized level; On the other hand, the current domestic flower electrical products structure is too single, the star microblogging marketing dependence on a larger, flower site if not change a single product structure, Then this is not high market barriers, will become the biggest flower electric business heart knot.

In addition, the excessive reliance on marketing, the majority of human and financial resources are spent on the promotion above, is also the flower of the biggest development dilemma.

"The founder of the hype-obsessed inventor is feeling vulnerable, they are more accustomed to hype than from the operation, Roseonly too much Weibo star marketing, has not changed its own product structure of a single problem, and in the current market environment, the lack of core competitiveness and replication of enterprises, most difficult to escape ' "The mire of quick death," Ruzenwang said. (end)