It's Time For Home Gardening - Check Out These 5 Examples Of What They're Doing! | Home Gardening Feature

The consumer group of flower products can be studied by separating enthusiasts from ordinary consumers. It is generally believed that cut flowers and small potted plants on the desktop are dominated by ordinary consumers, who discard them when they have seen them and replace them at any time. Ordinary consumers are younger, valuing the decorative effect of flowers and price, easily influenced by marketing tactics; while flowering potted plants and so on will be mainly enthusiasts, consumers are older, have basic knowledge, pay attention to planting techniques, flower varieties, pay attention to cost-effective. Young and middle-aged women as the main group of enthusiasts through the flowers to enjoy the body and mind, close to the frequency of consumption once a month, so that we are impressed by the spending power of the flower enthusiasts and long love.

Nowadays, even the most experienced florists buy most of their floral products online. Online sales channels have also shifted from being dominated by search-based platforms to being divided with live e-commerce, takeaway e-commerce, and content e-commerce. Each of these channels has its own characteristics, live e-commerce to low prices, takeaway e-commerce more fresh cut flowers, search-based e-commerce is the majority of enthusiasts, content e-commerce to planting grass to guide the lifestyle.

We are always accustomed to the scale of flower consumption in Europe and the United States and China's consumption level comparison. British and American countries horticultural consumption of public consumption is also what we often call group consumption is very little. U.S. flower horticulture sales of more than 60% of the courtyard and flowerbed plants, three indoor potted plants and foliage plants, cut flowers less than 10% of the products, while the British is seven into the courtyard plants, two indoor potted plants. Obviously, there is still a lot of room for our home gardening consumption ratio to rise.

The following are more representative of the consumer groups of ordinary consumers, heavy bullish people, breeders, growers, network platform operators of the five cases, from their experience can see flowers and plants in the family, in the industry's different outlook, so let's walk towards the "home", looking for a new direction of development of the industry, and work together for a better Let's work together for a better life of flower gardening.

Preferences of common gardening enthusiasts

Jiangsu florist Xiao Qing

Jiangsu florist Xiaoqing started planting flowers and plants three years ago, and she has created a "garden" on her south-facing semi-enclosed balcony, where she puts up tulips, daffodils and other bulbous flowers in early spring, along with seasonal grasses such as corydalis and primroses, to enjoy the springtime. in April, her favourite clematis becomes the protagonist of the balcony, and then she puts on blooming hydrangeas in summer. The hydrangea is the most popular flower in the world, and the most popular is the hydrangea.

She calls herself a "Buddhist" flower, because of the limited space on the balcony, in moderation, changing flowers every season, and do not put too much energy into management, accepting that the plant will become a silent supporting role once the flowering period is over. "In the process of cultivating soil and planting, it is enough to grow a piece of your own splendour and enjoy the excitement brought by different flower seasons. Keep your heart full and satisfied to better experience the joys of gardening." Qing explains it this way. Among gardening enthusiasts, most of them have planned large or small planting spaces, and planting flowers and grasses is more about pleasing themselves, even if it's just arranging a small greenery area at home. Pleasing the eyes and pleasing themselves is their ultimate goal.

The Pursuit of Heavy Gardening Enthusiasts

Beijing flower lover Li Xiaoliang

Beijing native Li Xiaoliang is a heavy horticulture enthusiast, and in her 20 years of gardening, she has had several special favourites, such as edelweiss. She has the kind of love for plants that allows her to collect varieties "at the drop of a hat", and has collected more than 200 varieties of edelweiss.

She also loves the moon season, the varieties like a treasure, have great respect for the "uncle" - breeder Fan Dexin, the development of the industry also has its own unique insights. Just because of their own planting conditions are not suitable for the moon season is not fully committed. Still, she keeps an eye on the field and calls for more support for Chinese breeders to bring more and better Chinese plant resources and self-bred varieties to the market.

She treats visiting flower markets as the best leisure activity, "My favourite thing is to visit the market, I used to go there every weekend, but then most of the markets closer to the city closed, why should they?!" Li Xiaoliang speaks with a little emotion. Therefore, now she can only buy flowers mainly online.