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    像點外賣一樣買鮮花加速特色花卉快消化

    人氣:201 評論:0 日期:2018-08-22 15:02:57

    根據美團閃購的數據,自2015年以來鮮花訂單始終處于高速增長的態勢,其中2016年開始出現爆發性增長,2018年上半年環比增幅達到124%。鮮花電商的發展,尤其是閃購等本地化電商的出現,將鮮花購買的門檻一再降低,不僅提升了禮品鮮花的銷量,同時還帶動了“悅己”需求市場,推動鮮花屬性從節日需求商品向日常消費品過渡。

    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.

    鮮花零售電商模式也在發生變化。過去,一般為線上接單,平臺統一發貨或將訂單轉給線下花店。美團閃購這一基于位置的本地生活服務平臺則更進一步,將花店和周邊的消費者直接連接,用戶通過手機可以看到附近的花店,一鍵下單,將買鮮花變得像點外賣一樣便捷、簡單。

    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、更熟悉的門店,也就意味著更高的配送效率和更優質的售后服務。因為配送距離短,無論是商家送花上門,還是用戶到店自取,亦或是以往困擾雙方的退換貨等售后問題,處理起來都更加的方便、快速,這無疑會提升消費者的購買熱情。

    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.

    花千束是國內知名的鮮花電商品牌,在全國分布有1萬多家鮮花門店,目前是美團閃購的頭部商戶。在其CEO趙宇光看來,相比于傳統電商,基于LBS的閃購平臺其實更適合鮮花行業發展:線下花店和用戶的連接路徑更短,消費者下單更便捷、配送過程中可以實時跟蹤訂單狀態,幾乎不再需要客服處理,大幅降低了品牌的運營成本。另一方面,美團閃購基于交易數據的積累,在用戶偏愛的鮮花種類、價格區間、下單時間等消費習慣方面也會給予指導,幫助品牌合理備貨、精準營銷。

    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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