Flower founder Rongchao feels the time to push flowers in the form of subscriptions

Abstract: Guide: Valentine's Day will come, buy flowers of the small partners are again active. In the building advertisement, those who adjust the sex full of flower electric business competes to take out heart-to-heart words, only to let the conscientious and caring end become the fan. But a year to do a pole business, flowers electric business heart unwilling.

Guide: Valentine's Day will come, buying flowers of the small partners are again active. In the building advertisement, those who adjust the nature of the flower electric business race to take out heart-to-heart words, only to let "the heart and heart become fans". But a year to do a pole business, flowers electric business heart unwilling. How to improve the purchase rate of flowers, this is the flower supply chain has been deep in the field of flowers (easy Flower) Thinking of the problem.

Yi Hua (easy Flower) founder Rongchao felt the time to push flowers in the form of subscriptions.

Although subscription-type purchase is not new, but to make only on Valentine's Day "forced" to think of the couple to buy flowers a year, but also some difficulty.

Obviously, the Chinese have not had much of a habit of fiddling with flowers, except the old, the gardeners and the servants. The seasonal characteristics of flower consumption can make subscription purchase universally accepted and still doubtful.

According to the industry, in the current flowers in the field of electricity, whether it is to do the public, or small public, flower purchase frequency are at a lower level. All the flower electric business, seems to be looking forward to Valentine's Day, tanabata such a marketing node arrival.

In fact, the main subscription model of flower dealers overseas to duck in the wind. The U.S. platform, called Bloomthat, received 8 million and 20 million dollars of funding in 2014, and it served only one Bay Area in San Francisco.

Rongchao did not explicitly to the billion power network, whether the Bloomthat as a model, and the road to take the appropriate flowers seems to be more localized.

"We have done research, flower consumers are not just impulsive purchase of the typical." "Rongchao judge, a certain consumption capacity of married women, middle-aged women gradually surfaced, as a subscription to buy flowers, the main consumer crowd," compared to flower flash shopping for young female consumers, this part of the crowd more financially free and personal freedom, family burden has been reduced, also like to play with flowers at home. ”

According to billion power network learned that on the eve of Valentine's Day this year, many flower electric business preheating marketing is the sword refers to young and middle-aged female consumers. Apart from being used as a token of confession, the role of family decoration, beautification of space and edify sentiment began to appear. This is appropriate to make a subscription to the purchase of the conditions.

But subscription purchases are not applicable to all categories. Although flowers to meet the fast-extinction products, easy to wear these two characteristics, but the whole industry more pain points from the difficulty of performing repeat purchase and low prices-at least let users feel that subscription-type repeat purchase can save more money than the daily impulse consumption can be set up to subscribe to purchase.

From its current dissemination of information in the infiltration, it is advisable to spend a year subscription fee of 599 yuan, monthly distribution, plus a Valentine's Day free service, total year for subscribers to provide 12 products, and each issue of a pioneer artist, to provide creativity and design.

And from Rongchao mouth, the current flower business each single cost at least 120 yuan to 130 yuan between, this can not be crossed in the middle of raw materials, packaging, distribution, loss, flower artists and other aspects of the costs incurred.

So it seems that the flower does have a competitive advantage in price. How did you do that?

Rongchao's answer is to be familiar with the supply chain of flowers, as well as strong technical control capabilities, compression costs, improve efficiency.

Billion power network learned that in the past few years, the flower supply chain has been deep in the field of the start-up companies are familiar with the operation of the flower market rules. Although almost none of the founding teams came from the traditional flower industry-most of them came from the electric business circle, more focused on technology research and marketing, but scoffed at the original flower distribution model.

Although flowers can obtain large orders, but cannot get rid of upstream supply chain instability, caused by the embarrassing situation. A bouquet of flowers up to only 72 hours shelf life, supply chain distribution of the aging directly determines the loss of flowers, all this is reflected in the cost.

The practice is to spend, independent research and development of a flower supply chain high-speed flow system, from the front-end to the back end, to ensure from picking to distribution to the Beijing flower shop, only in 24 hours (faster than the Shun Fung 6 hours). This shortened from growers to flower shop distribution time, compress transit times, thereby reducing flower loss and distribution errors, fundamentally to the flower industry has been transformed.

"Beijing flower Wholesale level more than 300 stalls, more than 1000 people, middlemen have 4 levels, so how can the structure guarantee the efficiency of operation?" How can you guarantee a low price? "Rongchao to billion power network pointed out that it is advisable to spend 60 of people's team, to solve the previous market structure of thousands of people, and the completion cost of each single flower also reduced to 30 yuan to 40 yuan."

"The old industry used to" cheat "as a business model, waiting for the" hang ", static and other internet people to change. "As a price killer, Rongchao confidently believes that the ability of flower subscriptions to cover the Beijing market is sufficient." According to him, Yi Hua is currently in more than 600 flower shops in Beijing, has deployed 515. That means more than 80% of traditional florists are docking with the platform that is trying to climb the top of the eco-chain.

"Subscription purchase is not only a strong relationship between the user and the platform, the back end is also strong relationship, in order to ensure the core competitiveness." Rongchao said that its February 2 launch of the Valentine's Day rose pre-sale activities, since the start of the pre-sale 0 points, within one day, the flower has been the flower shop all set light.

Flowers subscribe to buy the spring, really come?