Trade Resources Industry Views Florists Recorded a Surge in Sales of Roses

Florists Recorded a Surge in Sales of Roses

Valentine's Day brings bonanza for boxed bouquets of blossoms

Florists recorded a surge in sales of roses in the week leading up to Valentine's Day, with more people ordering luxurious bouquets of roses packed in boxes. Flower retailers expect a further jump in business with the arrival of the festival.

The surge in orders for Valentine's Day roses, made around two weeks prior to the festival, pushed up the price of the flower from 3 yuan (48 US cents) to 6 yuan per bloom.

"On Valentine's Day, the price of a red rose is expected to jump to at least 10 yuan, while blue roses could retail for as much as 100 yuan each," said Lin Lifeng, manager of a florist in Beijing's Chaoyang district.

One style - a bouquet of roses in a rectangular box and tied with ribbons - is becoming popular this year, with around half of the orders received at Lin's store being for this.

As Spring Festival will fall on Feb 19 this year, five days after Valentine's Day, express delivery companies will soon start their Lunar New Year holidays. Flower deliverers, mostly being migrant workers, will return to their hometowns for Spring Festival, meaning that many florists are facing a delivery crisis.

"We currently receive more than 80 phone and online orders for flowers every day, and customers want them delivered in the three-day period before Valentine's Day. We have hired some college students as part-time workers, and pay them 20 yuan per delivery," Lin said

Meanwhile, with Spring Festival drawing near, orchids, tulips and daisies are among the most popular species as gifts and for decoration.

"These days we have received many orders for Moth Orchids, which is quite unusual at other times of the year," Lin said.

Roseonly, a Beijing-based e-commerce florist selling bouquets of roses imported from Ecuador, saw its daily sales soar 10-fold in the run up to Valentine's Day.

Besides its brick-and-mortar stores, the high-end florist, which can ship to more than 300 Chinese cities, has online outlets on its official website and Tmall, a business-to-customer platform owned by Alibaba Group Holding Ltd. At Roseonly, a bouquet of 12 roses packed in a box retails for 1,314 yuan. The store has seen its daily revenue reach millions of yuan, and expects its sales on Valentine's Day to hit 50 million yuan, according to Perry Pu, Roseonly's founder and chief executive.

"Orders and delivery demand are surging to such an extent that we have become a strategic partner of FedEx," Pu said.

In addition to cut flowers, sales of other rose-related products such as preserved fresh flowers, rose-shaped jewelry and rose essential oil also have surged in the run up to Valentine's Day.

Related story: Chinese consumers in love with Western day of romance, by Wang Zhuoqiong, China Daily

Valentine's Day has become the most significant Western holiday for Chinese people, a research firm said in a survey.

United Kingdom-based Mintel Group Ltd said that 42 percent of respondents to its survey bought food as a gift for Valentine's Day last year.

Chinese consumers are increasingly celebrating some foreign festivals, according to the survey, which was carried out in September 2014. The survey was conducted in four first-tier cities, six second-tier cities and three third-tier cities. It involved 3,000 Internet users aged from 20 to 49.

When it comes to Western festivals such as Valentine's Day, dining out topped the list of ways to celebrate, mentioned by 38 percent. Next was shopping or relaxing at home, cited by 33 percent, while 32 percent opted to go out for entertainment.

Chocolate was the most popular gift, given by 58 percent of urban Chinese consumers, followed by nuts at 41 percent, baked goods at 38 percent and fruit at 35 percent.

But compared with manufacturers in other markets, food companies in China have launched far fewer products targeting Valentine's Day, said the survey. For example, China accounted for only 0.33 percent of all the Valentine-related chocolate products launched from 2012 to 2014, far less than in Western or other Asian markets, according to Mintel.

"People are more likely to convey their message of love through festive foods to their partners or spouses," said Linda Li, a senior researcher at Mintel.

Considering the rising popularity of Valentine's Day, the market is ripe for more Valentine-specific packed products, which could go beyond the heart shape and have more love-related messages or implications on the packaging, she said.

Western festivals are more popular among younger consumers in their 20s and 30s, meaning that manufacturers have more opportunities to develop products for younger people, Li said.

Traditional foods and gift-giving in person dominate Chinese festive occasions, as the Lunar New Year remains the key time for Chinese people to relax and enjoy family reunions.

As the Lunar New Year approaches next week, according to Mintel's research, most consumers will be on the road or taking a holiday (59 percent), followed by visiting friends and relatives (51 percent), shopping (49 percent), dining out (45 percent) and relaxing at home (44 percent).

Food plays a very important role in celebrating holidays in China. Mintel's report reveals that 90 percent of urban Chinese consumers choose food as gifts during traditional festivals and almost half for Western festivals as well.

Nearly half of the consumers surveyed buy food traditionally associated with each festival, and the same proportion prefer giving gifts in person, despite the convenience of delivery services.

Some online retailers are offering traditional, locally hand-made food packaged in natural brown paper, with just a simple description of the food in traditional calligraphy, giving the whole package a nostalgic feel.

Emma Tang, a Shanghai resident, bought local desserts and childhood toys wrapped in red paper for her friends for Spring Festival, with a gift list in Chinese calligraphy.

"Things we loved when we were just kids touch the softest part of our heart and remind us of who we really are," said Tang.

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Florists Flourish as Valentine's Day Roses Rise
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