From the flower shop to the garden, how to interpret the spring romance of Chengdu “gardeners”

On a content-driven platform like Station B, where young people gather, “Heidi’s Garden” has more than 500,000 followers.

As an example of a boutique florist in Chengdu, Zhiwubei, which was born in 2017, has grown from “a poetic day garden” to a brand of floral aesthetics. Hyma hinted.

At this moment, randomly open a shopping software, all kinds of “high appearance level” products are becoming the new favorite of Duyi youth.”

In the process of growth, PP thought that there are two points for the brand to achieve sustainable growth: one is to connect with the transformation of the market, and the other is to carry out professional management of the team. Whether it is the rose on the Second Ring Viaduct, or the yellow flower wind wood bells everywhere on the road, or the popular “flower sea” clock, Chengdu people’s romance is already the next level.

In March this year, she added a new identity – the 2024 Chengdu World Expo “World Garden push Pan Bo Ambassador”, she was already busy than to open a 24-hour work mode: while taking care of the company’s large and small affairs, such as the upcoming new excellent flower varieties exhibition; One side is subject to 2-3 media interviews and shooting every day as well as the related work of the Expo.

The price of the bouquets of these boutique florists is roughly 200 to 500 yuan, the unit price is not low, but these fresh cut flower products with a sense of design are still favored by consumers.”

Hyma felt that the quality of gardening is the process of planting, inspecting, creating and sensing the vitality of animals.

Daily economic news connected with Tianfu Wenchuangyun launched the “Spring Flower Fair Opening – Chengdu Economic Consumption Extraordinary Inspection”, taking you to feel the “heat wave” and the “heat wave” brought by the 2024 Chengdu Expo and Tang You Cup from multiple dimensions.

“I feel that our customer base is growing.

From home florist to head gardening business ‘I was born to do this industry’
“Chengdu is a” open hanging “like existence in the eyes of flower friends in the country, because the weather here is good, it is suitable to cultivate garden animals.

“There are customers who come to the store photography want to buy these animal picture frames, we will really advocate them online high and low single”, PP admitted that in the future online products, know things will also be able to break the cable from a sustainable point of view, create and create more flower art and cultural products related to “home”.

Deep cultivation of the industry for 16 years, Haimma admitted that I had countless moments that I wanted to give up, and I had a moment of denial.

A small incident is that on the day of our interview, it rained heavily in Chengdu. After the torrential rain, Hai Ma went to the base to check the flowers, her face was worried, and her heart could not stop thinking about the flowers and animals in the flower garden. For her, the most moving is undoubtedly that many flower friends have said to her: “After getting familiar with ‘Heidi’s garden’, I began to plant my first animal in life.”

Over the past few years, Chengdu has focused on the “Chengdu City Urges the high-quality growth of flower property Program” to accelerate the creation of the core of the flower supply chain, the core of flower innovation and renovation, and the core of flower disclosure exchange, so that the notorious “Flower heavy Jinguan City” has become a beautiful business card of the park city.

The two post-95 girls not only do flower retail and flower training, but also hope that through the process of more daily household products, such as animal hanging pictures, eternal flowers and aromatherapy to convey the natural and poetic brand concept.

When it comes to the identity of “the World Garden push the universal Bo Ambassador”, Hai Ma suggested that this is a kind of certainty and recognition, “before, we gardeners have received little attention, and there is not much opportunity to practice garden gardening, animals and flowers and garden art.”

Offline punching, online consumption Young people are lighting up the “flower economy”
As a small and beautiful flower aesthetic brand, know things has already existed a group of sticky users, most of whom are 25-35 years old and have certain purchasing ability and are willing to pay for the appearance level and lofty value of young women.

In this issue, we invite you and us to walk all the way into their carefully built garden, appreciate the story of flowers behind the ground, listen to the cool and maintain of “gardeners”, and sense the poetry and romance of Chengdu that belong to them.

She told us that at the moment, there are 8 full-time members of the entire team, and the general situation of the usual flower orders every year is 4000 (excluding festivals and holidays), and the focus of today’s knowledge thing is more of the online platform, which covers the cultural and creative products of “flower art +” to users across the country, and the offline is to link customers through the process of garden-style scenes.”

With the wind of the 2024 Chengdu Expo, more and more people have initial contact with gardening, experience gardening and fall in love with gardening. With the slowly plunging market demand, home gardening may become an important target for the growth of flower property.

Talking about the upcoming 2024 Chengdu Expo, PP is full of expectations, “I induction contamination this may mobilize the people’s deeper body odor of animal types, legend legend rumors will also have rare varieties and many businesses at home and abroad, I induction contamination will make all industries grow better.”

. In the shaping of the scene, with the vitality of the key words such as “Kuajiao life” and “natural poetry” as the focus, whether it is in the public space of the city, or the space of offline stores, the disclosure of horticultural elements are all the details everywhere at the moment.” PP tells us.

Hidden in the day garden in the Old and young districts “Flower art is a life’s work”
Over the past few years, boutique florists with their own charm and characteristics have sprung up in Chengdu, providing consumers with a variety of choices.

From property to consumption. Some people say, “the flower industry at the moment is the level of the volume appearance, the volume of new ideas, the volume of scenes”, in this regard, PP feeling, I feel tainted good will maintain to do better, can not be due to the master in the “volume” to give up, still want to continue to do the positioning of boutique florists.” Second, because of the pleasure of flower consumers and the expansion of the group, “more and more people love animals, and more and more young people, which brings me a lot of decision confidence.”

At this moment, she has many identities, but all of them can not be inseparable from gardening: a famous gardener with over ten million fans on the Internet, a wild animal joy and excitement lover, a flower book author who answers questions and doubts, a mother who builds a garden for her two children, and the chairman of Heidi’s Garden (Chengdu Lulu Garden Agriculture Co., LTD.).” Talking about the professional knowledge of flowers, “Hai Ma” Qiu Yamin’s eyes flashed.

Public materials show that at present, there are 26 professional flower and nursery markets and more than 2,000 florists in Chengdu.

“When you walk into this shop, it’s comforting and poetic to feel the air that touches our shop, and that’s what I hope my shop touches others.”

She said that the 2024 Chengdu Expo is a good opportunity, especially for the home gardening industry and practitioners in this industry, “at the moment the fact that  there are many microphones in the end of the industry, then I, as a strong and concerned practitioner, I want to speak for the industry.”

Talking about entrepreneurship, PP, who has only done this job, smiled and said, “It is true that I built this flower shop after graduation, and the training resume of the flower shop has given me the strength to identify that flower art is the cause of my life, but the brand positioning is not clear at the beginning, and I think that I can ‘live’ while doing happy hobbies.”

How did Heidi’s Garden, which sold 200 million yuan in the past year, do it? One answer that does not go around in the past lies in: e-commerce live broadcasting.

In the future, “Heidi’s Garden” will also go out of Chengdu and “bloom” in other cities, so that flower lovers all over the country can feel the healing and beauty brought by animals in the poetic garden. Tide animals become a traffic code to attract young people, and cultural animals are the desk pride of the white-collar “tree hole”. “Volume appearance level, volume renovation” is also becoming a major host of the undercurrent of the horse.

The offline space has become a carrier for “gardeners” to convey poetry and aesthetics and provide heroic values, while the air sense scene with a high appearance level answers the problem of “young people to thank you” : attracting young people to punch the card “pulling weeds”, naturally can be reproved to belong to each individual in addition to a broad and unrestrained six he.

With the expansion of the scale of the e-commerce flower market, the trend of consumers to consume through online channels such as process takeout, group buying and Tiktok live broadcasting is doubling.”

With cool and maintain to turn a small family-style flower shop into a head gardening enterprise, “Heidi’s Garden” now has more than ten million fans across the platform, annual sales of 200 million yuan, there are 400 formal employees, cover brand content output, while relying on its own production base, to achieve a full property chain from flower production, online live distribution and sales to independent logistics and transportation.

In spring, flowers bloom, and in hot weather, animals usher in an even hotter bloom.

And the upcoming 2024 Jingdu World Horticultural Exhibition (hereinafter referred to as “2024 Chengdu Expo”) will pull the gardening enthusiasm of the whole city to a new height.

In addition to expanding the online platform, we can sense that for the head flower business or boutique florists, the offline space is a non-existent or non-existent “complementary” situation.

It is not easy to find the knowledge of things located in the old and young areas, but on the day of the interview, we saw a lot of young people who specially came to photograph and punch the card.

As an important field core of the online sales of the Haimma team, Taobao, Tiktok, small red book and other platforms can see the “Heidi’s garden” live figure almost every day, under the urging of the live traffic, taking Taobao as an example, the brand has become a TOP garden animal store with 1.88 million fans. The master may not be limited to gifting bouquets at the moment, there are many girls who will also buy flowers for me, representing the pleasure of expression (providing the value of pride), “intimated PP, the organizer of the knowledge thing.

Flowers and plants dot Chengdu into a major “garden” on this spring day. From the comment area fan structure and horticultural related content, “In many of our products, the best sales are the colors of young people’s hospitality, which is to cut out the growth of young consumers.”

There are two notices that remain: one is because of myself, “My destiny is to be ‘impregnated’ in this industry, born to do this industry, and related to animals.”

The growth of flower property is not related to the development of park city. Taking flowers as a medium not only allows flower tourism property to grow and grow, but also allows more related property to benefit