A Study On The Retail Strategy Of Urban Flowers

Fresh flower,the abbreviation of fresh cut flower,refers to the cut from living plants,has a certain aesthetic value,can not only be directly put in the vase for enjoy,but also be designed by the florist,giving flowers the soul and meaning,and making end product flowers.Fresh flower consumption,whose early retail sales were in the form of finished flowers for meetings,banquets,weddings,and festive gifts,began to rise in the mid-1980 s.With the development of the economy,fresh flower is more and more popular as a fashion lifestyle,and its retail form has also changed.The initial finished flower retail is gradually deriving the daily flower retail.In addition,the emergence of the Internet has not only changed the people's lifestyle,but also made the sales scene of flower retail more diversified.From the initial mobile sales,traditional flower shop sales,to small profits but quick turnover,centralized wholesale market sales,and now the new sales that be sold on the Internet,such as online flower shops,floral studios,ordering flowers online,etc.,which proves that the emergence of the Internet has expanded the sales channels of fresh flower retail.Among them,ordering flowers online,one of the most popular forms of daily flower retailing,proposes “order flowers like subscribe to magazines”,which is drawing many young people.Faced with the impact of the Internet on the retail industry and the changes of consumers' demand for flowers,it is necessary to study the urban flower retail strategy to adapt to the development of the times and get hold of the opportunity of development.Firstly,by comparing domestic and foreign literatures on retail theory and marketing theory,I obtained the relevant theories that are suitable for the development of China's fresh flower retail industry.Secondly,through a questionnaire survey on the consumption of fresh flowers in Chengdu,I collected information about that in Chengdu and the impact of the Internet on fresh flower consumption.Thirdly,based on the above research and survey data,I analyzed the current problems of urban fresh flower retail,including the lack of professionalization in the industry from production,personnel to merchandise management,serious homogenization competition,and slow reaction to the market.According to the literature theory of analysis,combined with the problems encountered in the actual operation of personal entrepreneurial experience(hereinafter referred to as Company A),I use the data of the survey and analysis of Chengdu market research as a reference through data analysis and case analysis method.Furthermore,I propose a strategy for urban flower retail development focus on the current problems.(1)To be market demand orientated,provide products that meet market demand and restructure product forms.(2)Speed up the brand development to avoid industry homogenization competition and promote industry professionalization,standardization and normalization development.(3)Combine online with offline channel sales,that is,expandi ng online sales channels based on keeping traditional offline sales,and integrating online and offline channels for joint sales.The specific implementation methods include simplifying the supply chain,customizing sales according to demand,using Internet distribution and cross-industry combination sales.These measures need to be completed by online platform with the help from offline bricks-and-mortar stores.Finally,this paper ends with the case of A company's new supply chain which reduces costs and combine online and offline sales to boost sales.In conclusion,in the current situation of growing demand for fresh flowers in China,urban fresh flower retail should change in terms of product form and sales model.At the same time,it is necessary for the retail of fresh flowers to move towards niche marketing and taking the branding to avoid homogenization and vicious competition and achieve professionalization,standardization and scale development.