A pot of fleshy plants triggered by the economic fine classification of the target market segment

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Flowers and trees industry potential in the end how big? Taobao data show that there are 80,000 of flowers and trees, the number of goods for 7.58 million, daily turnover 6.01 million. Although the figures are not conspicuous, but from the experience of Europe, Japan and South Korea, China's flowers and trees industry is on the eve of the outbreak, and the online market may become the point of the explosion.

And in the present, flowers and plants in the C-terminal online is mainly to flower, potted and other carrying emotional color of the product form to achieve. Among them, the economy is an important representative of the Meng, through the gathering in the way of the enthusiasts on the road to the crowd, with a temperature and emotional way to do business.

Honest and lovely, colorful, many forms are the appearance of the Meng system, many meat plants, only under the brow, but on the heart.

Many people like to use the word "keep". The word is very good, "nourishing" is a verb with attributes, like, love, intentions, focus, and other such feelings hidden therein. People who raise more meat, like to get together, mix, share, bask, plant as a child, grow well, can't wait to show; Others look at the worries, but the people who raise them enjoy it.

So, do this kind of sustenance emotional business, not some real feelings, really not.

Taobao store "Zhi Qiu Original Life Pavilion" to do is a lot of meat business. Three founder meat enthusiast level of Chen Lifan, meat enthusiasts level of Aiko and Jin Yu, due to Meng things, then together with the operation of the South Road in Shanghai, "Zhi Qiu original" meat salon and the same name more than meat Taobao shop.

"If my love can be your favorite, and your love can make me do what I love, how happy is this?" Sounds such a word around the mouth, speaking of white is "Meng property economy." Taobao Flower Gardening category Small two purple Yao told the World Network Business reporter, many meat is green plant in a very small classification, but the speed of development is amazing, 2013 in the category of the first search rankings, the number of searches per day is about 60,000.

Let a person can not be underestimated the eruption of the economy is approaching, please see Zhi Qiu is how with temperature and emotional way to do business.

Offline Breathing Maintenance

"Dust a fan 54" the account was hacked before, Chen Lifan has saved more than 10,000 fans, of which a large part of the meat enthusiasts.

More meat people like to mix circles, forums, micro-bo, micro-letter, QQ Group, a circle is not enough, often a few circles together, with each other elegant name-Fa You. Development to "Zhi Qiu original" open micro Bo, flower friends A gather, there are more than 5,000 people.

Open Taobao Shop before, "Zhi Qiu Yuan" in Shanghai, Shaanxi South Road, the multi-meat salon has a small reputation. This rooftop garden in downtown Shanghai, with a variety of meat plants, for enthusiasts to watch the exchange, if you like, you can take them home. A variety of meat salons are often held over the weekend, as well as the sharing of sowing techniques or the introduction of new varieties, and sometimes the exchange of flowers among their friends. Online activities, "Zhi Qiu original" timely delivery of soil, send seeds, attract more novice buyers, and then in micro-bo, micro-letter, QQ and other instant social tools to establish links, their interests to cultivate a little bit.

Online activities in the training of novice buyers, when they have a certain planting experience, you can give the line to maintain. "Zhi Qiu original" Taobao shop to operate mainly imported meat plants, the price of the eruption of hundreds of things, if the poor, for beginners is not a small blow. Therefore, "Zhi Qiu original" online business target positioning is a mature customer.

Offline Salon and online stores collaborate, the concept of channel is increasingly weakened, which highlights the more solid service model.

Zhi Qiu Original New multi-meat shed is located in Shanghai subway Line Line 16, near the east station, known as the nearest to the subway of the meat shed, 1600 square meters of space, Jin Yu said half used to grow, half used to engage in activities. Flower friends gathered here, in addition to see how many meat plants are cultivated, if there are superfluous venues, can also be divided into flowers friends to support. Zhi Qiu Originally, raise many meat are friends, offline this piece do not want to do too commercial.

Be a shop with a tune

Although many meat lovers from the line to follow the line, but Zhi Qiu original Taobao shop to do a good job at the beginning of the shop, shop online, Zhi Qiu Three partners only a few details of the problem churn for nearly three months.

Multi-meat Plant online purchase is the most criticized is the problem of product packaging. Because of small size, low unit price, some meat plants in the delivery of only a few layers of paper napkins or newspapers, suddenly pulled down the "texture."

"People like this thing because it brings a wonderful experience. "We want to be able to make this ' beautiful ' from beginning to end, not because some details spoil the texture," Jin Yu said. ”

Zhi Qiu Original Product tray is specially customized, can put down the diameter of more than 12 centimeters of meat, at the same time, the box can also be placed in a special postal box. For the inside of the packaging, Jin Yu said, they do too much version of the test, and finally set the Desiccant + foam particles + bubble pads. In the box, first put the bubble mat, put more meat plants, the plant around the bubble particles. If the transport time is long, in order to prevent damage in the process, in addition to foam particles, plant four weeks to put on the bubble pad, of course, can not forget the desiccant.

Jin Yu said that the packaging on the intention to make more meat on the hands of customers when people "a bright", such an effect of money can not buy.

"The paper box is very practical, the people who receive often recycle, put in the office when pen, snack bag." We also put a two-dimensional code on the carton. Everyone in the office to bask in plants, colleagues see like, take a mobile phone scan two-dimensional code, new customers have produced. "Jin Yu said.

With the carton served in the hands of customers in addition to the meat plant, there is a card. Song Danqing, the designer of the card, is a well-known illustrator of Weibo and a meat-lover. He zhi Qiu original shop "Romeo" (a kind of fleshy plant) for the sample design watercolor card, the back of the card is the basic maintenance skills of many meat plants, of course, there are two dimensions of the store.

"The cost of the paper box is not high, one piece more than the postal carton more expensive, the first batch of 2000." "Jin Yu said.

Subdivide the market with fine classification

On Taobao, the price of many meat plants is confusing, domestic, foreign, South Korea, Southeast Asia, Europe, different varieties and sources of channels can not understand.

Online operation of mature customers mainly Zhi Qiu, in the positioning of the product to continue their own adjustment to the middle-end price sales in high-end European imports of meat plants.

Jin Yu said, Zhi Qiu and the Netherlands, the largest company of a fresh cut flower, is their meat plant in Shanghai, the general agent. Since 2013, the Dutch company has also felt the Chinese market more meat hot, specifically to visit the Chinese market, but found that the meat market is more chaotic than the imagination, different sellers use the same source price war, direct damage to product image. The Dutch company suspended its supply to the Chinese market in September and then set out to clean up the market by selecting partners.

Zhi Qiu took their business philosophy to find the Dutch company, Jin Yu said, when they put a customized paper box to the Dutch company to see the people, he felt they were moved. "They say they feel our heart for the fleshy plant. "Jin Yu said.

The Dutch company to Zhi Autumn original shipments and sales did not particularly high requirements, in their view, to find a reliable partner, the meat plant market to healthy and virtuous direction of cultivation, now more important than to make money.

Jin Yu said, Zhi Autumn original operation of the European imports of many meat plants, the diameter of more than 10 centimeters, good appearance, large size. Europe's industrial greenhouse production than Asia's leading, the same greenhouse products can basically achieve the size of the same, this is the domestic products and Taobao more hot South Korean products more difficult to reach the technical advantages. Standardized products let Zhi Qiu in the inventory management and sales process can be reduced, "the greatest benefit or reduce the cost of communication with customers."

At present, Zhi Qiu's imported meat plants are mostly priced at 99 yuan, the same type of products on Taobao prices from 100 to 150 yuan. Jin Yu said they followed the Dutch company's agreement to maintain a reasonable price, so that the quality of the fleshy plants can be more people like them to contact.

Zhi Qiu Original New multi-meat shed will soon put into use, they began to comb the variety of meat, from the agent of foreign meat to their own greenhouses to cultivate varieties, on the one hand, because of the fun of planting, but also in order to meet the needs of online business---the richness of the category and the demand for the diversity of prices.

"The product is up to our satisfaction and will be sold on the shelves." "Jin Yu said," If the market of a certain number of meat appear hot, our warehouse has this product, but its appearance has not grown to our satisfaction, then we do not sell. ”

A pot selling lover's fleshy, the price is some expensive, likes the person or is willing to pay, Zhi Autumn original this self-confidence.

The economy of multi-meat and Meng Pet

How hot is the meat?

Jin Yu said, September 9, 2013, Zhi Qiu originally made a special campaign, most imported meat plants to 99 yuan for sale, without pots, without soil. Engaged in activities of two days, the first day sold 18,000 yuan, the next day sold more than 20,000 yuan, even with the September store sales more than 100,000 yuan, and Zhi Qiu Taobao store is August 5 just on line.

"Now an average of 80 orders a day, the customer unit price at two hundred or three hundred yuan." Jin Yu told the World Network business reporter.

Jin Yu said that they have in the autumn of the original product pricing set aside enough profit to do follow-up things. and other operating more meat shop than, perhaps they send hundreds of single profit Hert original dozens of single, because Zhi Qiu original product gross profit in more than 30%.

More than 50% of the repeat purchase rate comes from customers who gather through elements such as product category, price, communication channels, etc. And those who pass the Low-cost channel to try more meat cultivation of the crowd than, Zhi Qiu This customer is already a group of many meat enthusiasts on the road running people.

Jin Yu says some customers are "obsessed" with the love of meat. Zhi Qiu original on the new speed is not fast, on the new product also maintain limited supply. There is a "tyrants" customer, whenever the new, he will buy all the varieties are all over, and never ask questions, do not bargain, all are silent orders are completed; There is a customer because they did not get the right product, even in front of the computer desk, until there are other guests running a single.

3721.html ">2014 years, Zhi Qiu will be online under more time and energy, will come from the forum, micro-bo, micro-letter, QQ Group and other media fans to organize, set up a complete offline membership system, and online business system docking. And online on this, Jin Yu feel, the focus is still to develop more meat varieties and categories, improve channels to increase the comprehensive competitiveness of the shop.

"Taobao on the performance of a good multi-meat sellers one months to sell two hundred thousand or three hundred thousand yuan, but more than half of the sales product is not more meat, but soil, basin and other peripheral products." "Jin Yu said," Zhi Qiu as long as in the professional degree of extension, must be in the field of multiple meat to make a difference. This year's sales performance plan reached 1.5 million ~200 million. ”

Jin Yu says they regard the fleshy plant as a category of personal gardening, which belongs to consumer goods. More meat of the stay Meng properties, sometimes cute, sometimes strong enough to be pitied, seemingly petite, but the vitality tenacious. In planting, this kind of interactive relationship makes the fleshy plant from the pure plant to "family" role, let a person can not help but the heart to love, to give their own things to spend some money what?

(This article is originally contained in the "World Network Business" January 2014 issue, all reprinted please indicate the source and attach link) Wen/World Network Shangqi Smile 旖