The new blue ocean of consumption in the "flower economy"

In the interview at Beijing Capital International Airport, the author had the honor to witness the trans-ocean journey of imported flowers: After the customs inspection and release of the capital airport, a batch of flowers imported from Ecuador to Beijing in the morning can be transported to Beijing Wang Siying flower wholesale market at noon, and the fastest afternoon can be put into the homes of Beijing residents.

 

Flowers are delicate and perishable, but now they can quickly fly into every household in the north and south of the river, reflecting the smooth and efficient domestic and international double cycle.

 

People's yearning for a better life has stimulated the potential of the super-scale market. People's consumption demand for flowers has become more normal and high-frequency. In the past, people bought flowers more at special times such as festivals and birthdays to celebrate. Today's consumers, especially young consumer groups, have the habit of buying flowers every day, which is used to decorate work and living places, and has become a common way to pay attention to the quality of life. On the social platform, it is often seen that consumers share their experience of buying flowers and growing flowers in different seasons, from roses, lilies, rose to poppy, bellflower, peony, and there are a great variety of flowers. The increasingly popular "flower economy" is giving birth to a new blue ocean of 100 billion level consumption. According to the analysis report of the China Flower Association, the total scale of China's flower retail market will reach 198.68 billion yuan in 2022.

 

The high-quality development of the commercial logistics industry has set up a "highway" for flowers to reach people's homes. The hot "flower economy" cannot be separated from the smooth domestic circulation. The combination of "cross-border e-commerce + express logistics" has changed the form of consumption, and also opened up new space for the development of consumer markets such as flowers and fruits. According to the analysis report of the China Flower Association, in 2022, the retail sales of flower e-commerce have climbed all the way, accounting for 54.6% of the total scale of the flower retail market. For example, in the Dounan Flower Trading Market in Kunming, known as the "flower capital of Asia", through the e-commerce platform, consumers all over the country can easily buy flowers from the market. With the continuous optimization of express logistics timeliness and the continuous improvement of cold chain transportation technology, flowers in Dannan market can arrive in major provincial capitals in the country within 24 hours.

 

The high-level opening policy has enriched the supply of the flower market and promoted the vigorous development of the industry. From advancing free trade agreement negotiations to holding the CIIE, to continuously optimizing the convenience of customs clearance, an open China welcomes global good goods with open arms. Taking imported roses from Ecuador as an example, on May 1, the "Free Trade Agreement between the Government of the People's Republic of China and the Government of the Republic of Ecuador" was officially implemented, and China and Ecuador will gradually cancel tariffs on about 90% of tax items respectively, and the tariff on imported roses will be reduced from 10% to 8%. In addition to lower import costs, in view of the characteristics of fresh cut flowers easily withered and mildew, and high requirements for environmental temperature and humidity, the customs of the Capital Airport has opened a special area to provide "7×24 hours" uninterrupted customs clearance services, and the degree of trade facilitation has been greatly improved. In an open market environment, imported flowers compete with local flowers, the flower industry is innovative and developed, and the variety of flowers is more abundant and the planting technology is more mature, which better meets people's consumer demand for "beauty".

 

Behind the prosperity of the "flower economy" is the surging momentum of the super-large-scale market, the effectiveness of China's high-level opening up policy, and a more smooth and efficient domestic and international double cycle. As we embark on a new journey of Chinese-style modernization, the aspiration of more than 1.4 billion Chinese people for a better life will unleash greater market vitality and inject more new driving forces into global economic and trade development.

(Excerpt: People's Daily)