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像点外卖一样买鲜花加速特色花卉快消化

人气:39 评论:0 日期:2018-08-22 15:02:57

根据美团闪购的数据,自2015年以来鲜花订单始终处于高速增长的态势,其中2016年开始出现爆发性增长,2018年上半年环比增幅达到124%。鲜花电商的发展,尤其是闪购等本地化电商的出现,将鲜花购买的门槛一再降低,不仅提升了礼品鲜花的销量,同时还带动了“悦己”需求市场,推动鲜花属性从节日需求商品向日常消费品过渡。

Flower orders have been growing at a high rate since 2015, with explosive growth beginning in 2016 and an annular growth rate of 124% in the first half of 2018, according to the data from the US company's flash purchase. The development of flower e-commerce, especially the emergence of local e-commerce such as flash buying, has reduced the threshold of flower purchasing time and again. It not only increases the sales of gift flowers, but also drives the demand market of "pleasing oneself" and promotes the transition of flower attributes from Festival demand commodities to daily consumer goods.

鲜花零售电商模式也在发生变化。过去,一般为线上接单,平台统一发货或将订单转给线下花店。美团闪购这一基于位置的本地生活服务平台则更进一步,将花店和周边的消费者直接连接,用户通过手机可以看到附近的花店,一键下单,将买鲜花变得像点外卖一样便捷、简单。

The retail mode of fresh flowers is also changing. In the past, online orders were generally placed, platforms were delivered uniformly or orders were transferred to offline florists. Flash buying, a location-based local living service platform, goes a step further, linking the florist stores directly to the surrounding consumers, allowing users to see the nearby Florist stores on their mobile phones and place orders with one click, making buying flowers as convenient and easy as taking-out.

更近、更熟悉的门店,也就意味着更高的配送效率和更优质的售后服务。因为配送距离短,无论是商家送花上门,还是用户到店自取,亦或是以往困扰双方的退换货等售后问题,处理起来都更加的方便、快速,这无疑会提升消费者的购买热情。

Closer and more familiar stores mean higher distribution efficiency and better after-sales service. Because the distribution distance is short, whether the merchants send flowers to the door, or users to the store for their own use, or in the past troubled both sides of the return and exchange of goods and other after-sales problems, more convenient and fast to deal with, which will undoubtedly enhance consumer buying enthusiasm.

花千束是国内知名的鲜花电商品牌,在全国分布有1万多家鲜花门店,目前是美团闪购的头部商户。在其CEO赵宇光看来,相比于传统电商,基于LBS的闪购平台其实更适合鲜花行业发展:线下花店和用户的连接路径更短,消费者下单更便捷、配送过程中可以实时跟踪订单状态,几乎不再需要客服处理,大幅降低了品牌的运营成本。另一方面,美团闪购基于交易数据的积累,在用户偏爱的鲜花种类、价格区间、下单时间等消费习惯方面也会给予指导,帮助品牌合理备货、精准营销。

Huaqianbu is a well-known flower e-commerce brand in China. It has more than 10,000 flower stores all over the country. Now it is the head merchant of the group flash purchase. In Zhao Yuguang's opinion, compared with traditional e-commerce, LBS-based flash buying platform is more suitable for the development of the flower industry: the connection path between offline florists and users is shorter, consumers can place orders more easily, real-time tracking order status in the distribution process, almost no longer need customer service processing, greatly reducing the operation of the brand. Ben. On the other hand, based on the accumulation of transaction data, the company will also give guidance in the consumer habits such as flower types, price range, order time and so on, to help brand reasonable stock, accurate marketing.

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