This summer, the coolness of Kunming is particularly attractive in the case of continuous high temperature in many parts of the country. According to statistics, in the first half of the year, Kunming received 128 million tourists and achieved a total tourism income of 148.9 billion yuan. With the influx of tourists, Kunming’s flower economy continues to recover and flower consumption continues to pick up.
The search volume of "Dounan Flower Market" increased by 107%
On July 18th this year, the Ministry of Culture and Tourism announced the second batch of national night culture and tourism consumption gathering areas. With its rich night culture and colorful cultural tourism projects, Dounan Flower Market in Kunming has become one of the five selected projects in Yunnan Province, attracting tourists from all over the country.
Roses, carnations, chamomile, sunflowers, and stars all over the sky … All kinds of flowers fill the market, and tourists come to visit the flower market in an endless stream, especially those wearing hand-woven garlands and holding large bunches of flowers.
The popularity of Dounan Flower Market is intuitively reflected in the online platform. According to the data of Meituan, a retail platform, since July, the search volume of "Dounan Flower Market" in Kunming has increased by 51% compared with the same period of last year and by 107% compared with June.
"10 yuan and 4 bars, buy more if you like, it’s easy to raise." Merchants are busy packing while attracting tourists. A dime of carnations and a dime of roses are incredibly cheap for tourists. "Before we arrived in Kunming, we had a plan to make a special trip to Dounan. I heard that there are many and cheap flowers here." Xiaoxin, a tourist from Xi ‘an, said that the affordable price of Dounan Flower Market makes people can’t help but take the flowers away, and it is too difficult to "leave the leaves untouched". "I have never seen so many flowers since I was so big. I have been shopping here for a long time and feel that the whole person is full of flowers." Xiao Yang from Tianjin said that he didn’t want to leave when he arrived in Kunming, and he was very envious of Kunming people who grew up in the "flower sea".
In fact, not only tourists, but also Kunming locals are inseparable from flowers. In other cities in China, flower consumption is mostly concentrated in festivals, weddings and conference places. In Kunming, however, flowers exist in the most ordinary life. Flowers have already changed from "pleasing people" to "pleasing themselves". It has become the living habit of Kunming people to buy a bunch of flowers and put them at home. Ordering flowers through the take-away platform has also become the main way for many local residents to spend flowers.
Real-time retail format helps flowers "out of the circle"
"When you are free on holidays, you will visit the flower market. When you are busy, you will place an order on the takeaway platform. Beautiful bouquets can’ cure’ the fatigue of the day." Ms. He, who lives near Kunming Zoo, said that she likes to have a single bouquet of flowers after work, and the rider just delivers the flowers when she gets home.
"Our local flower shop is based on serving local customers. In the past, only people from the surrounding communities bought it. Now, through the online takeaway platform, the service scope has been greatly broadened." According to the owner of Qinyuanchun Flower Shop in Kunming, the store has always taken the cheap route, and there are more tourists in Kunming in summer. Coupled with the boost of consumption in Chinese Valentine’s Day, sales have ushered in the peak season, and more than 10,000 orders have been sold in the past three months.
According to the data of Meituan, based on the hot sales in July, since August, the order volume of flowers in Kunming has increased by 22% from the previous month, and the number of merchants has increased by 32% from the previous month.
With the popularity of "online ordering and 30-minute door-to-door delivery" instant retail format, more and more tourists and local young consumers have greatly increased the timeliness requirements for flowers. Under this trend, physical flower shops in Kunming have launched real-time retail platforms one after another, which not only meets consumers’ demand for flowers, but also increases their income, flattens the operating costs of flower shops and obtains a wider range of stable customers.
This summer, whether it is the hot Dounan Flower Market, street flower vendors everywhere, or take-away orders from instant retail platforms, Kunming flowers have successfully "circled" and become the first city in China to realize "flower freedom".
"The’ flower economy’ not only promoted the development of tourism in Kunming, but also became a new growth point of economic income." Industry analysts believe that flowers have formed a mature physical retail system in Kunming, and new formats such as instant retail have expanded the regional scale effect of local supply, connecting local physical merchants, especially a large number of small and medium-sized micro-merchants, with a wider range of consumers. This kind of "close proximity convenience" has formed the scale resonance effect of physical retail, allowing domestic consumption to flow and helping the real economy to achieve a stable recovery. (Reporter Hu Xiaorong Intern Wang Sijia)
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