花艺意博客

花藝英文（和花藝相關的詞彙以及鮮花名稱，含繁體中文、簡體中文、英文對照及音標）

Tue, 16 Jul 2024 20:27:26 +0800

本頁內容會持續更新，敬請收藏不時查看。

繁體中文	簡體中文	英文	音標
花的部位
花瓣	花瓣	Petal	/ˈpetəl/
花蕊	花蕊	Pistil	/ˈpɪstəl/
花萼	花萼	Sepal	/ˈsiːpəl/
花莖	花茎	Stem	/stɛm/
花根	花根	Root	/ruːt/
花葉	花叶	Leaf	/liːf/
花朵	花朵	Bloom/Flower	/bluːm/ /ˈflaʊər/
花蕾	花蕾	Bud	/bʌd/
花冠	花冠	Corolla	/kəˈrɑːlə/
花粉	花粉	Pollen	/ˈpɒlən/
花托	花托	Pedicel	/ˈpɛdəsəl/
花序	花序	Inflorescence	/ˌɪnfləˈrɛsəns/
花的相關物品
花籃	花篮	Flower Basket	/ˈflaʊər ˈbæskɪt/
花束	花束	Bouquet	/buˈkeɪ/
花環	花环	Wreath	/rɛθ/
花盒	花盒	Flower Box	/ˈflaʊər bɒks/
花瓶	花瓶	Vase	/veɪs/
花藝相關
花藝	花艺	Floristry	/ˈflɔːrɪstri/
花藝設計	花艺设计	Floral Design	/ˈflɔːrəl dɪˈzaɪn/
花藝師	花艺师	Florist	/ˈflɔːrɪst/
花藝作品	花艺作品	Floral Arrangement	/ˈflɔːrəl əˈreɪndʒmənt/
插花	插花	Ikebana	/ˌaɪkəˈbɑːnə/
幹花	干花	Dried Flower	/draɪd ˈflaʊər/
人造花	人造花	Artificial Flower	/ˌɑːrtɪˈfɪʃəl ˈflaʊər/
花壇	花坛	Flower Bed	/ˈflaʊər bed/
花園	花园	Garden	/ˈɡɑːrdən/
花藝工具	花艺工具	Floral Tools	/ˈflɔːrəl tuːlz/
花藝材料	花艺材料	Floral Supplies	/ˈflɔːrəl səˈplaɪz/
花藝課程	花艺课程	Floral Course	/ˈflɔːrəl kɔːrs/
花藝比賽	花艺比赛	Floral Competition	/ˈflɔːrəl ˌkɒmpəˈtɪʃən/
花藝展示	花艺展示	Floral Exhibition	/ˈflɔːrəl ˌɛksɪˈbɪʃən/
花藝雜誌	花艺杂志	Floral Magazine	/ˈflɔːrəl ˈmæɡəziːn/
花藝書籍	花艺书籍	Floral Book	/ˈflɔːrəl bʊk/
花藝流派	花艺流派	Floral School	/ˈflɔːrəl skuːl/
花藝風格	花艺风格	Floral Style	/ˈflɔːrəl staɪl/
花藝技巧	花艺技巧	Floral Technique	/ˈflɔːrəl tekˈniːk/
花藝創新	花艺创新	Floral Innovation	/ˈflɔːrəl ˌɪnəˈveɪʃən/
花藝趨勢	花艺趋势	Floral Trend	/ˈflɔːrəl trend/
花藝歷史	花艺历史	Floral History	/ˈflɔːrəl ˈhɪstəri/
花藝文化	花艺文化	Floral Culture	/ˈflɔːrəl ˈkʌltʃər/
花藝教育	花艺教育	Floral Education	/ˈflɔːrəl ˌɛdʒʊˈkeɪʃən/
花藝研究	花艺研究	Floral Research	/ˈflɔːrəl rɪˈsɜːrtʃ/
花藝哲學	花艺哲学	Floral Philosophy	/ˈflɔːrəl fəˈlɒsəfi/
花藝美學	花艺美学	Floral Aesthetics	/ˈflɔːrəl ɛsˈθɛtɪks/
花藝心理學	花艺心理学	Floral Psychology	/ˈflɔːrəl saɪˈkɒlədʒi/
花藝治療	花艺治疗	Floral Therapy	/ˈflɔːrəl ˈθɛrəpi/
花藝經濟	花艺经济	Floral Economy	/ˈflɔːrəl ɪˈkɒnəmi/
花藝市場分析	花艺市场分析	Floral Market Analysis	/ˈflɔːrəl ˈmɑːrkɪt əˈnæləsɪs/
花藝法規	花艺法规	Floral Regulations	/ˈflɔːrəl ˌrɛɡjʊˈleɪʃənz/
花藝標準	花艺标准	Floral Standards	/ˈflɔːrəl ˈstændərdz/
花藝認證	花艺认证	Floral Certification	/ˈflɔːrəl ˌsɜːrtɪfɪˈkeɪʃən/
花藝獎項	花艺奖项	Floral Award	/ˈflɔːrəl əˈwɔːrd/
花藝名人堂	花艺名人堂	Floral Hall of Fame	/ˈflɔːrəl hɔːl əv feɪm/
花藝社區	花艺社区	Floral Community	/ˈflɔːrəl kəˈmjuːnɪti/
花藝論壇	花艺论坛	Floral Forum	/ˈflɔːrəl ˈfɔːrəm/
花藝博客	花艺博客	Floral Blog	/ˈflɔːrəl blɒɡ/
花藝社交媒體	花艺社交媒体	Floral Social Media	/ˈflɔːrəl ˌsoʊʃəl ˈmiːdiə/
花藝播客	花艺播客	Floral Podcast	/ˈflɔːrəl ˈpɒdˌkæst/
花藝視頻	花艺视频	Floral Video	/ˈflɔːrəl ˈvɪdioʊ/
花藝直播	花艺直播	Floral Live Stream	/ˈflɔːrəl laɪv strim/
花藝在線課程	花艺在线课程	Floral Online Course	/ˈflɔːrəl ˌoʊnˌlaɪn kɔːrs/
花藝設計軟件	花艺设计软件	Floral Design Software	/ˈflɔːrəl dɪˈza
花的相关行业
花卉市場	花卉市场	Flower Market	/ˈflaʊər ˈmɑːrkɪt/
花卉栽培	花卉栽培	Flower Cultivation	/ˈflaʊər ˌkʌltɪˈveɪʃən/
花卉種植	花卉种植	Flower Planting	/ˈflaʊər ˈplæntɪŋ/
花卉護理	花卉护理	Flower Care	/ˈflaʊər keər/
花卉裝飾	花卉装饰	Floral Decoration	/ˈflɔːrəl ˌdɛkəˈreɪʃən/
花卉配送	花卉配送	Flower Delivery	/ˈflaʊər dɪˈlɪvəri/
花卉批發	花卉批发	Flower Wholesale	/ˈflaʊər ˈhoʊlseɪl/
花卉零售	花卉零售	Flower Retail	/ˈflaʊər ˈriːteɪl/
花卉攝影	花卉摄影	Floral Photography	/ˈflɔːrəl fəˈtɑːɡrəfi/
花卉藝術	花卉艺术	Floral Art	/ˈflɔːrəl ɑːrt/
花卉展覽	花卉展览	Flower Exhibition	/ˈflaʊər ˌɛksɪˈbɪʃən/
花卉節	花卉节	Flower Festival	/ˈflaʊər ˈfɛstɪvəl/
花卉貿易	花卉贸易	Flower Trade	/ˈflaʊər treɪd/
花卉進出口	花卉进出口	Flower Import and Export	/ˈflaʊər ˈɪmpɔːrt ænd ɪkˈspoːrt/
花卉保險	花卉保险	Flower Insurance	/ˈflaʊər ɪnˈʃʊərəns/
花卉物流	花卉物流	Flower Logistics	/ˈflaʊər ləˈdʒɪstɪks/
花卉包裝	花卉包装	Flower Packaging	/ˈflaʊər ˈpækɪdʒɪŋ/
花卉保鮮	花卉保鲜	Flower Preservation	/ˈflaʊər ˌprɛzərˈveɪʃən/
花卉種子	花卉种子	Flower Seed	/ˈflaʊər siːd/
花卉肥料	花卉肥料	Flower Fertilizer	/ˈflaʊər ˈfɜːrtɪlaɪzər/
花卉病蟲害防治	花卉病虫害防治	Pest Control	/pest kənˈtroʊl/
花卉修剪	花卉修剪	Pruning	/ˈpruːnɪŋ/
花卉嫁接	花卉嫁接	Grafting	/ˈɡræftɪŋ/
花卉扡插	花卉扦插	Cutting	/ˈkʌtɪŋ/
花卉分株	花卉分株	Division	/dɪˈvɪʒən/
花卉繁殖	花卉繁殖	Propagation	/ˌprɒpəˈɡeɪʃən/
花卉基因編輯	花卉基因编辑	Gene Editing	/dʒiːn ˈɛdɪtɪŋ/
花卉設計	花卉设计	Floral Design	/ˈflɔːrəl dɪˈzaɪn/
花的相關概念
花香	花香	Fragrance	/ˈfreɪɡrəns/
花語	花语	Language of Flowers	/ˈlæŋɡwɪdʒ əv ˈflaʊərz/
花型	花型	Flower Type	/ˈflaʊər taɪp/
花色	花色	Flower Color	/ˈflaʊər ˈkʌlər/
花期	花期	Blooming Season	/ˈbluːmɪŋ ˈsiːzn/
花境	花境	Flower Border	/ˈflaʊər ˈbɔːrdər/
花墻	花墙	Flower Wall	/ˈflaʊər wɔːl/
花架	花架	Trellis	/ˈtrɛlɪs/
花道	花道	Ikebana	/ˌaɪkəˈbɑːnə/
花的種類
玫瑰	玫瑰	Rose	/rəʊz/
康乃馨	康乃馨	Carnation	/kɑːˈneɪʃən/
郁金香	郁金香	Tulip	/ˈtuːlɪp/
百合	百合	Lily	/ˈlɪli/
牡丹	牡丹	Peony	/ˈpiːəni/
菊花	菊花	Chrysanthemum	/krɪˈsænθəməm/
紫羅蘭	紫罗兰	Violet	/vaɪəˈlɛt/
芍藥	芍药	Chinese Herbaceous Peony	/ˌtʃaɪˈniːz ˌhɜːrbəs ˈpiːəni/
馬蹄蓮	马蹄莲	Calla Lily	/ˈkælə ˈlɪli/
紫藤	紫藤	Wisteria	/wɪˈstɪəriə/
蝴蝶蘭	蝴蝶兰	Orchid	/ˈɔːrkɪd/
滿天星	满天星	Baby's Breath	/ˈbeɪbiz breθ/
桔梗	桔梗	Balloon Flower	/bəˈluːn ˈflaʊər/
風信子	风信子	Hyacinth	/ˈhaɪəsɪnθ/
鳶尾花	鸢尾花	Iris	/ˈaɪrɪs/
鈴蘭	铃兰	Lily of the Valley	/ˈlɪli əv ðə ˈvæli/
石竹	石竹	Dianthus	/daɪˈænθəs/
紫丁香	紫丁香	Lilac	/ˈlɪlæk/
荷花	荷花	Lotus	/ˈloʊtəs/
睡蓮	睡莲	Water Lily	/ˈwɔːtər ˈlɪli/
金盞花	金盏花	Marigold	/ˈmærɪɡəʊld/
蜀葵	蜀葵	Hollyhock	/ˈhɒlihɒk/
紫陽花	紫阳花	Hydrangea	/haɪˈdrændʒə/
金魚草	金鱼草	Snapdragon	/ˈsnæpdrægən/
雞冠花	鸡冠花	Cockscomb	/ˈkɒkskoʊm/
蕙蘭	蕙兰	Cymbidium	/sɪmˈbɪdiəm/
鐵線蓮	铁线莲	Clematis	/ˈklɛmətɪs/
長壽花	长寿花	Kalanchoe	/kəˈlæŋkəʊi/
桔梗花	桔梗花	Platycodon	/ˌplætɪˈkoʊdən/
勿忘我	勿忘我	Myosotis	/maɪəˈsɒtɪs/
茉莉	茉莉	Jasmine	/ˈdʒæzmɪn/
桂花	桂花	Osmanthus	/ɒzˈmænθəs/
雛菊	雏菊	Daisy	/ˈdeɪzi/
罌粟花	罂粟花	Poppy	/ˈpɒpi/
金雞菊	金鸡菊	Coreopsis	/ˌkɔːriˈɒpsɪs/
香石竹	香石竹	Sweet William	/ˌswiːt wɪljəm/
火炬花	火炬花	Torch Lily	/ˈtɔːrtʃ ˈlɪli/
紫苑	紫苑	Aster	/ˈæstər/
翠菊	翠菊	Feather Cockscomb	/ˈfeðər ˈkɒkskoʊm/
鶴望蘭	鹤望兰	Strelitzia	/ˌstrɛlɪˈtsiːə/
翠竹	翠竹	Bamboo	/ˌbæmˈbuː/
藍雪花	蓝雪花	Plumbago	/plʌmˈbeɪɡoʊ/
紫荊花	紫荆花	Bauhinia	/bɔːˈhɪniə/
紫玉蘭	紫玉兰	Magnolia	/mæɡˈnoʊliə/
桃花	桃花	Peach Blossom	/piːtʃ ˈblɒsəm/
櫻花	樱花	Cherry Blossom	/ˈtʃɛri ˈblɒsəm/
杏花	杏花	Apricot Blossom	/ˈeɪprɪkɒt ˈblɒsəm/
梨花	梨花	Pear Blossom	/peər ˈblɒsəm/
石榴花	石榴花	Pomegranate	/ˈpɒmɪɡrænɪt/
紫薇	紫薇	Lagerstroemia	/ˌlæɡərˈstriːmiə/
月季	月季	Chinese Rose	/ˌtʃaɪˈniːz roʊz/
木槿	木槿	Hibiscus syriacus	/hɪˈbɪskəs saɪˈriːəkəs/
木棉	木棉	Bombax ceiba	/ˈbɒmbæks ˈsiːbə/
藍花楹	蓝花楹	Jacaranda mimosifolia	/ˌdʒækəˈrændə ˌmaɪməˈzɪfəʊliə/
紫羅勒	紫罗勒	Basil	/ˈbæzɪl/

Why I openly share the 'How to Run a Flower Shop and Floral Studio' eBook?

Tue, 09 Jul 2024 10:19:56 +0800

[Hua11.com Original] According to our backend data, as of 2022, the articles from the book "How to Run a Flower Shop and Floral Studio" have been freely and publicly released on high-quality platforms such as the blog of the Hua11.com official website and Zhihu, and have been read more than 1.5 million times in total.

A considerable number of our students discovered us by reading this book. Most students share the same sentiment: the content is practical and down-to-earth.

And because the students have a foundation in this knowledge, communication with us is smoother. That is to say, the learning effect is better.

Examples of student feedback on this book:

Thank you for the students' feedback.

The knowledge points and experiences mentioned in these articles are all summarized from our participation in the operation of chain physical flower shops in the past few years. They also incorporate the multiple entrepreneurial experiences of the Hua11.com team before, which can be said to be quite precious.

So students often ask why Hua11.com openly shares such valuable experiences for free? And it is written in great detail and is very useful. Logically, it could have been made into a paid course.

Yes, if following the general business philosophy, this content could be sold as a paid course (nowadays "content payment" is popular), and it has almost no cost (not involving the consumption of flower materials, no need for a physical flower shop, and it can be in the form of large classes with a high degree of replication), presumably it would earn a lot.

However, this is inconsistent with the basic business philosophy of Hua11.com.

From the very beginning of its establishment, we have designed the business model from the perspective of the entire floral industry.

We are practitioners, not academics.

We hope that our pioneering "practical floral art training" model can truly cultivate outstanding and business-savvy florists for the industry, rather than just "another training school". Only by opening up all our business and craftsmanship knowledge and sharing everything can we achieve this goal.

Does it sound great? Perhaps it does, perhaps it doesn't. It doesn't matter.

The founding place of Hua11.com is in Guangzhou.

Guangzhou is a veritable "Flower City". Every season, it is full of colorful and distinctive flowers, and the locals take pride in it. However, there is not a nationally recognized floral training brand, nor a strong chain of physical flower shops. Well-known flower shop brands are concentrated in places like Shanghai, where there is abundant social capital. This is a rather regrettable situation.

In the early days of Hua11.com's establishment, I spent more than 3 months visiting almost all the flower shops of all sizes in Guangzhou.

We found that the average operational level of this industry still remains at a very primitive stage, typically operating like small workshops. There are almost no flower shops that operate using modern, advanced management methods (Don't assume that joining some group-buying websites is modern operation).

So, we saw a lot of opportunities. At the same time, we also felt that there is a long way to go.

Some students would also ask, since you disclose so much information, aren't you afraid of others copying?

We are well aware that this is difficult to avoid, but it will not stop our sharing.

In fact, we have already found that some training institutions have quoted our public materials, removed our copyright statement, and replaced it with their own, even turning it into paid courses.

I can only say that Hua11.com has gained a certain reputation nationwide. Even students from 15 countries (as of the first quarter of 2021 statistics) have come especially to study.

Those who pay attention to floral art training will know that the "practical floral art training" model, the category concept of "light arrangement," were pioneered by Hua11.com, "How to Run a Flower Shop and Floral Studio" is the original work of Hua11.com, and Hua11.com is a registered trademark. If someone has intentions regarding these copyrights, they will bear certain legal, regulatory, and moral risks.

In addition, "openness" itself is a competitive barrier.

The more open the corporate culture is, the easier it is to attract people with the same values, the more it can tolerate various exceptions, and the easier it is to move in the right direction.

Apple, with its excellent closed ecosystem, has the highest market value in the world; but Google (Alphabet), with its completely open architecture, has also gained global recognition. If only looking at the most basic business philosophy, we prefer the open Google culture.

No more sentimental words. On the road of floral art, we will have setbacks, may fail, or even disappear, but this does not prevent us from striving towards our ideals and making some humble contributions to this beautiful industry in our hearts.

Copyright Statement:

This article is an original creation by Hua11.com and is included in the “How to Run a Flower Shop and Floral Studio” Ebook. The content of this article may be periodically updated and is initially published on the Hua11.com official website blog. You can find the article at this link: https://www.hua11.com/blog/4718.html.

Reproduction of this article is permitted, provided that it is reprinted in full and all copyright information is retained. Any form of plagiarism, whether partial or complete, is strictly prohibited. Legal action will be taken against violators.

The work titled “How to Run a Flower Shop and Floral Studio” is copyrighted by Hua11.com. Additionally, the “Practical Floral Training” model and the concept of “Light Decoration” are original creations by Hua11.com. The trademark “花艺意” is registered and protected by relevant national laws.

The core of community fission in flower selling

Tue, 09 Jul 2024 10:07:11 +0800

[Hua11.com Original] When discussing the country with the most advanced social software, China is undoubtedly at the forefront. An endless array of social software permeates every aspect of our lives. Public data indicates that the number of people using social software in China has surpassed one billion, an extraordinarily large figure.

Where there are people, sales activities are sure to follow.

Thus, you will notice that nowadays, whenever you open Moments or various online communities, certain types of information are almost guaranteed to appear:

- WeChat business promotions

- Likes collection

- Voting campaigns

- QR code scanning for coupons

- QR code scanning to attend free classes

And so on.

Why do these messages persist? It's because "you," the one viewing Moments and community posts, hold "utilization" value, either directly or indirectly.

Therefore, the person sending the message is motivated to do so—to reap benefits. For instance:

- Direct sales income

- Brand promotion

- Popularity gathering

- Acquisition of free gifts

- Procurement of coupons

- Securing more free class time

And so forth.

If the person sending the message does not receive these benefits, the motivation would vanish, and these messages would cease to appear in Moments and communities.

However, is this approach effective?

Let's first examine a screenshot (sourced from the Internet):

This is Dropbox, a well-known online storage service in the United States, which allows users to store and access their photos, files, etc., anytime, anywhere, for free. Similar products exist in China.

Due to its utility, Dropbox was quickly embraced by many users. Yet, they soon encountered a growth bottleneck: the user increase rate was too slow.

So, the clever team at Dropbox employed the following promotional methods:

1. New users receive 2 GB of storage space upon registration.

2. For each new user invited, an additional 500 MB of storage space is granted.

3. The invited new users also receive an additional 500 MB of storage space, totaling 2.5 GB.

How effective was this approach?

In just 14 months, their user base grew 40-fold. This method, often discussed among community marketers, is known as fission.

Fission is an alluring term that sparks boundless imaginative potential. It suggests that once you acquire one user, you can employ some method to encourage that user to bring in more users, while you simply wait for the benefits to accumulate.

Why use Dropbox as an example? Because Dropbox is likely the first internet company to use the fission method for user development and achieve significant success.

Its triumph has set a precedent for many engaged in social and community marketing in China. Many have expanded upon this concept, such as:

- Passive income

- Multi-level marketing (1 to N levels)

- Downlines

- Agency models

- Zero-cost entrepreneurship

And so on.

The allure of these concepts can be misleading, enticing many to participate. However, their outcomes are often less than favorable:

- Being blacklisted

- Being blocked

- Even leading to legal trouble: "The first major case of pyramid selling by WeChat business 'Cloud at Fingertips' was cracked, involving 600 million" (Source: Sohu News)

All are results of improper fission. Why could Dropbox go public while other companies faced such dire ends?

Let's analyze the differences:

- Both the inviting and invited users of Dropbox receive value enhancement (an additional 500 MB of free storage space). In other words, Dropbox itself is a "value creator."

- In contrast, some companies exploit user trust to acquire more users without providing inherent value, instead consuming the trust of users. They are "value extractors."

This distinction is crucial.

Only fission that continuously creates value during the process—value that is genuinely meaningful to users—is effective and leads to secondary or even further rounds of transmission.

Fission that erodes trust, fails to provide value, and indiscriminately posts in Moments in hopes of increased visibility is futile and may backfire (resulting in being blocked).

Remember, each time you ask someone to click a link for you (to vote, scan a QR code, forward, etc.), you expend a bit of your credit. Consider whether you can offer value in return. If not, please exercise restraint and cease your "sharing."

This is the essence of community fission—depletion of trust.

When you consistently create and deliver value rather than exploit the trust of others, believe me, success is within reach.

Disregard all notions of "rapid fission," discard the fantasies of easy expansion, and start by steadily engaging with the customers around you. This is the principle we, who engage in实体经济 and operate flower shops/studios, should adhere to.

In doing so, you may actually find growth occurs more rapidly.

According to our current statistics, without any active value-driven initiatives and relying solely on word-of-mouth, Hua11.com can boast a 15% spontaneous high referral rate, a testament to our dedication to self-improvement rather than focusing on various distractions.

Hua11.com often receives overtures from various investors, but we currently prefer not to expand rapidly, to remain a boutique brand, and to grow at a gradual pace. We do not seek to compete with others.

Free from external capital influence and maintaining our integrity, we can follow our own rhythm and concentrate on providing more value to the floral industry. If we pursued rapid fission growth, the Hua11.com of today might not exist.

Copyright Statement:

Apply the "Advantage Amplification Principle" to discover your niche market

Tue, 09 Jul 2024 09:35:15 +0800

[Hua11.com Original] Hua11.com never endorses success studies. The motivational practices of excessive excitement and daily slogan-shouting are unrelated to us. What we believe in is "practice," being down-to-earth and taking our own steps one at a time.

In our view, running a flower shop successfully increasingly resembles a scientific system with rules to follow. It doesn't rely on success studies but on successful experiences.

In this article, let's explore what scientific methods can make running a flower shop or floral studio more likely to succeed.

First, consider this question: If you had to choose one of the following propositions, which do you think is easier to achieve?

1. From zero to success

2. From success to greater success

For clarity, let's provide specific examples:

1. You dislike the industry you were previously engaged in and now wish to switch to learn floral art and possibly open a flower shop.

2. You have already successfully run a profitable flower shop and now want to enhance your skills and take on larger orders.

Obviously, due to the saying "Every profession has its own difficulties," switching to the flower industry requires understanding its basics and reading numerous high-quality works within the field (This is part of the purpose of "How to Run a Flower Shop and Floral Studio").

Also, you need to invest considerable time in practice and training (The "practical floral art training" model of Hua11.com offers a guarantee) to truly master the skills.

If you genuinely like this industry, you may find this process motivating rather than tedious.

However, since you start from scratch, you will expend more time and energy than others.

Conversely, if you have already successfully operated a profitable flower shop, this indicates that your skills meet market demand (Refer to: [Hua11.com · Product Analysis Series 2] Step-by-step guide to creating beloved floral works using PMF).

With a foundation, the process of self-improvement becomes much simpler.

That is what we often hear: Going from 0 to 1 is the most challenging; from 1 to 2 is much easier.

So, returning to our earlier question, it's clear that "From success to greater success" is easier to achieve.

Next, let's discuss in detail how to increase the likelihood of a flower shop's success and what the correct expectations are.

I. The Principle of Amplifying Advantages: "Success" is inherently a competitive edge.

If you have been in business, you know how hard it is to find a profitable venture.

Don't assume it's easy for others to make money. Even if you copy someone else's entire model (including operations, management, supply chain, and even branding), you may not succeed.

Why?

What you copy are only the external "objects," while the true operators are "people."

These people include yourself, your partners, employees, customers, etc., and they cannot be copied.

In a more abstract sense, personal qualities like temperament, knowledge, service awareness, and interpersonal skills cannot be replicated, and these may be key to business success (Refer to: [Hua11.com · Marketing First Step Series 4] Boost flower sales with strategic services).

So, if you find signs of success in a particular area or product within the floral industry, pay attention and seize them:

- Your bouquets are highly sought after, with orders coming in without promotion.

- Your monthly subscription flowers offer great value and creative ideas, making you the go-to for a company's subscriptions.

- Your outgoing personality and communication skills make you feel at home during floral salons, where you can earn well.

- Your lifelong interest in decorations and arrangements translates into endless creative ideas for light arrangements that impress both yourself and customers.

- Although your skills are still developing, your excellent service wins over customers, turning them into fans.

- You've accumulated many corporate clients from your previous industry who need commercial flowers, and converting these existing clients is easier than finding new ones.

- Your background with a foreign company, fluency in English, and understanding of Western culture give you an edge in securing corporate orders.

- Your exceptional marketing execution ability helps you secure more orders than others, despite being new to the industry.

The list goes on. The key is to recognize and seize these small but hard-earned "successes" and amplify them.

If you can easily excel and profit in a certain area, this is your "success" and your competitive advantage, difficult for others to replicate.

So, now we need to leverage our strengths and "go from success to greater success."

How?

In one phrase: Replicate your own success.

Others can't copy your success, but you can.

Multiply your success by 10, 100, 1,000, or even 10,000 times. As you do, your business and products will improve, costs will decrease, competitive barriers will rise, and it will become increasingly difficult for others to catch up.

Gradually, you will become a leader in your niche market.

II. Success Stems from Focus: Owning Your "Niche Market"

A niche market is a business term referring to a company selecting a specific product or service sector, concentrating on entering it, becoming a leader, and establishing competitive barriers to form a lasting advantage.

Don't be intimidated by these terms. What they refer to is simple, as mentioned in the first point: Find a point of easy success and continuously amplify it.

When you lead in this area, you already have your "niche market."

For example, if you're known for selling monthly subscription flowers to a particular company, and its employees prefer you over online or other flower shops, you must offer something unique, whether in product creativity, value, or service. Discover this reason and promote it to other companies in the same building, suggesting they try your service since their neighbors do.

Then expand to other floors and office buildings.

If you persist, as your monthly subscription customer base grows, your costs will decrease (due to reduced waste), efficiency will increase (with regional delivery), product quality will improve (with more flower choices), and profits will rise accordingly.

(For more on monthly subscriptions, refer to: [Hua11.com · Product Analysis Series 1] Ultra-detailed guidence: can flower shops compete with e-commerce's 99 yuan monthly packages?)

As you accumulate competitive advantages in this niche, others may struggle to keep up and might abandon the market, allowing your market share to grow further.

III. Special Attention

Carefully consider the descriptions in the first two points. We aim to find a successful "point" and amplify it, not to acquire this "point" and seek more different "points."

These represent two entirely different operational concepts.

If you don't amplify your small success but only briefly try it before seeking other seemingly more profitable and easier paths, this is a common beginner's mistake.

Doing so means you're always seeking "shortcuts to success," and you'll likely leave disappointed, lacking the essential quality of entrepreneurship: persistence.

So, don't change directions easily; otherwise, your previous efforts may be wasted (become sunk costs).

IV. Extended Thinking

After achieving small success in a certain "point," we can also use the advantage amplification principle to identify other success attributes to form a "line" or "surface," interwoven.

Then market along these threads to capture a larger market share.

For example, what industries do your current customers belong to? Male or female? Age group? Original demand? Reason for repeat purchases? Etc... You must delve into the reasons for success and replicate and amplify them.

We once used this method to monopolize the monthly subscription flowers for several chain hair salon brands in Guangzhou.

Success definitions vary.

This article discusses success in terms of "acquiring customers and making profits," as we are flower shop and floral studio operators with responsibilities, relying on this for our livelihood and supporting our families.

The pure academic pursuit of floral art is beyond this article's scope. Please note the distinction.

Copyright Statement:

How do you integrate local flower shop resources for storeless entrepreneurship?

Tue, 09 Jul 2024 08:49:45 +0800

[Hua11.com Original] Occasionally, some of the more innovative-minded students from Hua11.com inquire about how to leverage existing local flower shop resources to embark on their entrepreneurial ventures.

I will summarize the question as follows:

Teacher, if I want to market for the flower shops already established in my area, where should I start? And how should I approach these unfamiliar shopkeepers?

I plan to initially try selling for those who have already opened shops, gradually becoming familiar with the market here. I've noticed many shops here are run by a single person and might need a marketer like me.

Do you have any specific strategies or guidelines, such as how to converse with them and the profit-sharing structure? I am quite confused. Thank you!

In essence, what these students are referring to is an issue of resource integration and marketing.

This pertains to a relatively advanced operational method.

Given such demands, since the students do not have their own physical stores and do not produce by themselves, they cannot offer much added value. From a marketing standpoint, creating value becomes more challenging, limiting the scope for marketing strategies.

Thus, we can only treat the flower products as regular trade goods.

As trade goods, they involve the supply side and the sales side.

Let's examine how to manage these two aspects specifically:

I. Addressing the Supply Side

Clearly, without a foundation of trust, the simplest and most direct way to persuade these flower shops to cooperate with you is through mutual benefits.

Let's consider this cooperation from the perspective of the flower shop owner:

As a flower shop owner, the most cost-effective deal would be that I don't have to pay anything upfront. You only need to bring me the orders for production once you receive them.

As for the commission you take in the middle, you can negotiate a reasonable percentage; or I could give you the base price, and you add your own markup.

Additionally, since the customers are sourced by you, reflecting your efforts, I don't need access to your customer information. This ensures your security and makes long-term cooperation feasible.

Understanding the mindset of the flower shop owner, we can draft the following cooperation plan:

1. Obtain sample photos from the flower shop to ensure they can produce the items as shown.

2. Get the pricing for these samples and negotiate a commission rate with the shop, such as 15% of the selling price. It should also be agreed upon that this pricing remains stable to avoid unexpected losses. (Since the flower shop is not willing to take on any risks, typically, you will cover these potential losses.)

3. Shipping costs are charged as actual and are not included in the commission. The charging standard can follow the rates of a courier service APP (ranging from a few to several tens of yuan), usually calculated based on distance. You can also opt to deliver the products yourself.

4. In the event of customer dissatisfaction due to quality issues and returns, the flower shop should bear the loss. In such cases, you would not receive a commission either.

The above serves as a framework plan, with specific details adjusted according to the actual situation. However, the direction should align with this to ensure mutual benefits.

Only a win-win situation can ensure the longevity of the business.

If the flower shop agrees to this plan, you can proceed to create promotional materials and start marketing.

The promotional materials should note:

1. Your contact information should be included.

2. Indicate that in case of shortages of certain flowers or the need for seasonal substitutions, flowers of the same color scheme and at least the same grade will be used, maintaining the overall effect and value of the arrangement.

The second point is crucial. You may need to monitor the production quality of the flower shop to ensure this clause is upheld. Otherwise, customers may feel the products are not as described, affecting your reputation and income.

If the flower shop you collaborate with frequently encounters such issues, consider finding a different partner.

II. Addressing the Sales Side

Once the production side is resolved, it's time to start promoting, which is the most challenging part. However, once an effective sales method is identified, it becomes the most valuable aspect.

This is why the book "How to Run a Flower Shop and Floral Studio" includes numerous articles on marketing management. We aim to break down and analyze the most difficult parts one by one.

Solving marketing challenges can pave the way for you to open your own store in the future, aligning with your original intention of such an indirect approach to success.

So, how should you proceed?

Whether it's bouquets, monthly subscription flowers, commercial floral works, or light arrangements, you can collaborate using the plan outlined earlier.

But with so many products, should you launch them all at once?

This is clearly not advisable. A "big and comprehensive" product sales strategy will disperse your energy and make it hard to find precise users. Without a targeted audience, the conversion rate will be low, directly impacting your sales.

Instead, focus on creating "few but fine" products and refining them. To increase the hit rate and coverage of your marketing, you may need to prepare 2-3 product lines for promotion. For example:

- Bouquets

- Monthly subscription flowers (for home/office/commercial use)

- Opening flower baskets

Standard schemes for light arrangements (refer to: [Hua11.com · Light Decoration Series 2] The significance of Light Decoration to modern flower shops and floral studios)

These product lines can cover many application scenarios, providing ample material for your promotions.

Then, should we promote all these lines at once?

The answer is still no. We should "act at the right time."

For instance, on Valentine's Day, Qixi Festival, and other peak seasons for traditional flower shops, there will be a surge in demand for bouquets and light arrangements. You should begin promoting these products two weeks in advance, rather than others.

Usually, bouquets are not a necessity. To improve efficiency, focus on promoting monthly subscription flowers (for individuals and businesses) and opening flower baskets (for shopping malls and stores).

It's important to note that the demand for light arrangement projects is consistent throughout the year and can be a regular promotion.

After determining the project, how to promote it?

Let's take the promotion of bouquets as an example and outline the steps:

1. Identifying the target audience.

Generally, bouquet buyers are primarily young and middle-aged men.

However, in recent years, there has been an increase in women purchasing bouquets as gifts for friends, leaders, relatives, etc.

Thus, the female demographic should not be overlooked. (But on holidays like Qixi Festival, men should remain the primary target for promotion)

2. Where are the offline target groups?

If you have read this book carefully, you'll notice that Hua11.com places great emphasis on ground promotion. Although it may seem traditional, it is an efficient way to directly reach the target audience. (Refer to: [Hua11.com · Marketing First Step Series 8] Why prioritize ground promotion for flower shops and studios? Isn't online marketing easier?)

Where are the offline target groups? This requires your regular observation. For example:

- Near office buildings

- Shopping malls

- Transportation hubs, subway entrances

- Entrances of residential areas

- Areas with concentrations of restaurants and eateries

Etc.

One of our promotion principles is "Where the crowd is, promote there."

Don't be shy. In reality, no one will care who you are. Of course, if you are an attractive woman, it might increase your promotion success rate. :)

3. Where are the online target groups? What are the free promotion channels?

Regarding online promotion channels for flowers, we have created a mind map.

There are many channels listed, but not everyone will use them. Which method is effective requires your personal testing.

Perhaps, you can consider using the following promotion method combinations:

- Short-term but quick results: Ground promotion

- Medium-term effect, easy to build trust and reputation: Personal WeChat (service marketing)

- Long-term effect but slow to take effect: Weibo (Share your stories with customers)

The key is persistence.

Use personal WeChat for unified contact information.

4. How to capture their attention?

You need to convey the most critical information to the target customers in the shortest time. How to do it? See here: [Hua11.com · Marketing Advanced Series 5] How to design a promotional page? How to enhance a flower shop's first impression on customers?

5. Facilitate transactions.

After guiding the customers to your WeChat, use service marketing to facilitate customer transactions. Avoid annoying and spammy methods, which will only cause customers to leave and damage your reputation. The specific guidelines are here:

[Hua11.com · Marketing First Step Series 4] Boost flower sales with strategic services

[Hua11.com · Marketing Pro Series 1] Avoid selling

The above analyzes the promotion method for bouquets.

So how to promote monthly subscription flowers, opening flower baskets, and light arrangements? You can infer by analogy, think, and practice.

It's worth mentioning that if your goal is larger and you want to focus on online promotion, then you can learn about the sharing and reward policies of the "Flower 24 Hours Alliance". "Flower 24 Hours" is a national alliance of outstanding florists, high-quality physical flower shops, and floral studios (official website https://hua24.com). Due to the mid-to-high-end positioning of the alliance, it can guarantee production to a certain extent and reduce the risk of poor reputation after promotion.

National promotion has a much larger market capacity than promotion targeting only local groups. You can make comparisons and make some choices.

Everything is difficult at the beginning. Implementation at the start is even more challenging. This is why many people do not succeed.

Find the promotion methods that work for you, then simply repeat and do them daily, for 1 month, 1 quarter, and the effects will become apparent.

If you regard flowers as a lifelong career, then this initial period is nothing at all. The most feared thing is to constantly seek methods, delay implementation, and make various excuses for procrastination.

And procrastination is the number one killer of success. Please take action quickly!

Copyright Statement:

[Hua11.com · Marketing Pro Series 1] Avoid selling

Tue, 09 Jul 2024 08:28:41 +0800

[Hua11.com Original] Before delving into this article, let's first clarify two concepts: marketing and sales.

What is marketing?

Put simply, marketing is a specific market strategy developed based on the unique characteristics of the business and the market environment it operates within. It is a systematic project.

What is sales?

Sales are the specific goals and steps formulated for the actual implementation phase, based on the aforementioned market strategy.

It can be said that marketing plays the role of a coordinator, while sales play the role of an executor.

Having clarified these two concepts, let's return to the title of this article: "Don't do sales?" More specifically, florists should not engage in sales, or at least not excessive sales. Why is that?

I. The Disadvantages of Florists Engaging in Sales

We often observe on social media that many florists like to frequently post information about selling flowers and their creations. Some also frequently share transaction records, chat logs, and even QR codes (for attention or payment).

While this might seem like self-promotion, it is understandable. After all, everyone has the freedom to promote their own business.

Let's not discuss the behavior itself, but rather, through this behavior, we can clearly see that many florists focusing on sales concentrate on the products (floral works) themselves.

This is a very common sales perspective: focusing on products.

This perspective has many disadvantages, such as:

1. The sales process begins at the product end rather than the demand end (potential customer needs on social media);

2. Reduced attention to the external elements of the product. For example:

- The cultural significance of the work itself

- The story of the orderer/customer (the person)

- The story behind the order (the event)

Etc.;

3. A lack of a macro perspective on the part of participants. For example:

- The position and cultural significance of this work within the entire body of the florist's work

- The position and cultural significance of this work within the entire management strategy

Etc.;

If considering commercial elements, when many florists engage in sales, at most they will only consider:

1. Whether this order is profitable and how much profit can be made

2. Simply adopting sales strategies such as low prices (or free) to attract customers (followers)

But they will not consider:

1. The significance of this order in the overall operation. For example, is this order a part of a marketing strategy? That is, will this order influence another order (for example, promote the transaction of another order)?

2. Does attracting customers at a low price have long-term significance? Can it lead to more referrals and conversions? Will it impact brand positioning?

Etc.

If you only think about simply and directly "hawking" and promoting in social media every day, then there will only be the following effects:

1. The number of people blocking you increases, the information reach rate decreases, and the effectiveness of your posts worsens;

2. It gives the impression that your business is struggling. If your business is good, why do you need to ask people to buy flowers every day?

3. Your customer acquisition channels are limited, and you can only rely on social media, this "lifeline"

Etc.

The style cannot be elevated. :)

If you overly focus on the trivial and energy-consuming work of sales, it will diminish the creativity of the florist; a decline in creativity and a decrease in the quality of the works will affect sales.

It is a negative cycle.

So florists should try to avoid excessive sales work.

To summarize the above phenomenon in one sentence, it is that many florists find marketing challenging and can only engage in simple sales, with uncertain effectiveness.

II. Solutions

There are many problems, and here are several solutions.

Solution 1:

Find a full-time marketing partner who understands the flower industry for cooperation or partnership.

This partner does not necessarily need to have in-depth craftsmanship knowledge (this is the florist's expertise), but must be able to understand the florist's work and have their own specialties in the marketing field.

The cooperation could involve profit sharing, with some having a basic salary and others not.

The partnership could lead to a shareholder role, which involves many considerations. Detailed analysis can be found here:

[Hua11.com · Flower Shop Risk Defense Series 1] Are you sure about partnering? Someone wants to invest in your flower shop. Too good to be true?

[Hua11.com · Flower Shop Risk Defense Series 2] Revisiting partnership: Two florists team up to open a flower shop/studio. How is this idea?

Whether it is cooperation or partnership, please first ensure that he/she is the right person. :)

Solution 2:

If you can't find the right person or are constrained by labor costs and can only rely on yourself for now, then you should change your sales approach, improve sales efficiency, and achieve better results with the same effort.

It is recommended to adopt advanced sales methods: produce high-quality products and avoid information clutter.

Two principles:

1. Do not over-promote, but provide value;

2. Avoid making claims you are not certain of (for example, orders without a deposit), but focus on the outcomes.

How to provide value?

For example, Hua11.com has written over 50 high-quality articles, forming the album "How to Run a Flower Shop and Floral Studio," which was first published and made available for free reading on the official website of Hua11.com.

This is one way to provide value. The fact that you are reading this article has already had some effect.

Of course, this method requires a high level of expertise from the author and is quite time-consuming and energy-consuming. For example, we have been writing this book for over 2 years and are still constantly refining and optimizing it to strive to deliver more value.

If you want to be more carefree, you can try the following methods:

1. Share common flower knowledge

- For example, flower care tips: [Hua11.com · Essential Floral Knowledge Series 2] How to maintain floral salon works and daily flower gifts?

- For example, various flower languages and legendary stories: Flower 24 Hours Blog

Etc.

2. Share some floral work production skills. Remember not to hold back "secrets." The flower industry is small. Treating minor skills as core competitiveness is limited thinking and meaningless.

3. Share your stories with customers without breaching privacy.

4. Improve your personal quality and elevate your social media presence from a "recording" to an "appreciation" level.

Etc.

Continuously providing value is beneficial to enhancing brand reputation, customer trust, and loyalty. This is a "slow" strategy, but sometimes, it happens to be faster and more effective.

Solution 3:

Join a successful team and become part of them. For example, join the "Flower 24 Hours" high-quality physical flower shop alliance and become part of the ecosystem. It is easier to go from success to success.

OK. The above discusses the reasons why florists should not engage in excessive sales and feasible solutions.

But in fact, we can also consider another higher-level approach: Let the production process incorporate sales elements.

When the florist's work is completed, the sales hook is also embedded. What remains is to wait for the sales hook to take effect and attract customers passively. This will be detailed in another article.

Copyright Statement:

How should my flower shop engage amid vast online marketing channels and new tactics?

Mon, 08 Jul 2024 22:58:13 +0800

[Hua11.com Original] In China, the development speed of the Internet is extremely rapid. Various innovative apps and types of gameplay continue to emerge, and new companies and concepts are born every day.

Today, you've just learned to put discount packages on a group-buying website; tomorrow, someone will say that the subsidy on X-Bee is greater. In the morning, you finally understood the concept of "persona" in WeChat's streaming media promotion, and by the afternoon, Douyin short videos will tell you they are extremely popular at the moment.

If you don't promote on these platforms, it seems as if you're out of touch with society and wasting the traffic of the entire country; that famous XX flower shop has also joined their platform. If you haven't, you might even feel embarrassed to greet your peers.

OK, even if you don't take the initiative to learn about these apps, their telemarketers and ground promotion staff will find your contact information through various channels and bombard you with information, making you receive it passively.

Well, the entire Internet industry is vibrant and appears to be on the verge of subverting traditional industries.

But is it really so?

From the perspective of a company's operation, Internet companies are asset-light, mainly intangible assets such as websites, software services, and apps, with the largest expense being human resources.

They are not like traditional industries, which may involve expensive equipment and commodity inventory. Therefore, their transformation speed is particularly fast.

Today, they may still be positioned as an e-commerce platform for a vertical category, such as the single industry of flowers, and tomorrow, they might become a platform integrating the entire upstream and downstream of the industrial chain.

At the same time, the Internet companies you can name usually have external financing. They don't need to survive by their own profitability (many companies without clear business models and profitability are flaunting themselves in the market). They only need to obtain the next round of financing through data packaging (such as the growth of user volume) and the attractiveness of their story to achieve the purpose of survival and development.

Going public is the ultimate goal for many Internet companies.

But the reality is that the Internet industry abounds in "toys," most of which are short-lived. There are very few Internet companies that can truly survive.

If we pay a little attention to the reports and discussions about Internet companies, we will find that their closures and transformation speeds are faster than any other industry (search and read for yourself):

"Is the winter of the Internet industry really coming? How to view the layoff wave in 2015?"

"The list of 'Internet Plus' companies that closed down in 2016!"

"Did many Internet companies start laying off people in 2017?"

Etc.

The time they survive may not even be as long as that of the traditional flower shops next to our vegetable market. :)

Since they can't even take care of themselves, how can they "guide" us on how to operate?

Nowadays, most Internet practitioners, due to their understanding of economic operation rules and years of work experience, have not really participated in the operations of physical entities and many just follow the herd. For example:

- Physical entities are no good; the future belongs to the Internet.

- The cost of physical entities is too high; the Internet is zero-cost/low-cost.

- The traffic to physical entities is too small; online traffic is large.

- Physical entities are inconvenient; the Internet is convenient.

Etc.

Some of the above descriptions are reasonable, but there are two wrong assumptions in all these statements:

1. They think their company = the Internet.

2. They think the customers of their app = your customers.

So, they will list various charts and numbers, and some successful cases to persuade you to buy their services so that you can "join the Internet" and "convert these Internet customers into your customers."

Generally, if it is not a vertical shopping app for a specific segmented group, the conversion rate of these customers will be very low.

One of the reasons is that the original purpose of customers accessing these apps is not to buy flowers. To convert a customer from "never thought of buying flowers" to "buying flowers from you," the psychological conversion threshold is very high.

In addition, "comparison" is also part of shopping, especially in the Internet scenario, where comparison is even easier. If this app is not a shopping platform, then if a customer has a shopping intention, they may even exit this app and switch to a shopping app for comparison and purchase.

Please ignore the myths of millions in sales through a recommendation from a big V on Weibo or a certain internet celebrity generating hundreds of millions in sales in one second during a live broadcast. We are not on the same starting line as them. At least for now. :)

Therefore, back to the question in the title: "Facing the endless Internet marketing channels and new gameplay, how should my flower shop choose to participate?" Is your thinking clearer?

We can join these channels and platforms, but we need to carefully distinguish which ones are useful to us and cannot just listen to the one-sided statements of promoters.

Usually, they themselves are not sure about the conversion rate. If they sign a contract guaranteeing you a 20% conversion rate, then you can consider paying immediately.

Don't use your own money to experiment for the platform.

In the following articles, we have analyzed some platforms. Some can be joined, and some should be approached with caution:

[Hua11.com · Marketing Advanced Series 1] Analysis of marketing channels for Taobao, Tmall, and JD.com (platform logic, customer quality, etc)

[Hua11.com · Marketing Advanced Series 2] Should I join group-buying APP platforms like Meituan? Understand paid vs. organic promotion

[Hua11.com · Marketing Advanced Series 6] Where do flower transfer orders originate? Should I join such transfer platforms?

If you are still undecided, then there is a simple principle that can guide you:

Do not participate in new platforms. Long-standing shopping platforms can be joined with appropriate caution and the setting of assessment indicators.

Why do we know this?

Because we have founded mobile Internet companies before. One of them went through the entire process of "starting a small team to develop products -> obtaining angel investment -> obtaining million-level Series A external financing -> expanding the team wildly, burning through the money within half a year -> failing to find the next round of financing -> going bankrupt and closing down."

There were quite a few mistakes made, and many lessons were learned.

It seems that many companies are still following the wrong path we once took.

The business field is like a battlefield. Rather than blindly charging into battle, it may be more prudent to tread carefully and move forward cautiously.

Copyright Statement:

Where do flower transfer orders originate? Should I join such transfer platforms?

Mon, 08 Jul 2024 22:35:01 +0800

[Hua11.com Original] Among the many students of Hua11.com, there are some who specifically receive flower transfer orders, primarily online.

When asked about their feelings regarding receiving orders, they all convey the same sentiment: they no longer wish to handle transfer orders. Currently, they are studying at Hua11.com to open their own physical stores or floral studios!

Why is this their reaction? In this article, we will unveil the mysteries of the flower transfer order platform.

I. The Operational Logic of the Flower Transfer Order Platform

Let's first examine the entire business process of flower transfer orders:

In the diagram, the blue solid line represents the steps expected by the actual flower buyer and recipient. The area enclosed by the yellow dotted line illustrates the operations of the transfer and order-receiving platform.

In essence, the flower sender believes that by placing an order through the platform (unaware initially that it is a transfer order platform), someone will create flowers locally for the recipient, and the platform will finally deliver the flowers.

It seems no different from buying flowers at a local flower shop.

However, the flower sender is obviously unaware of the numerous intermediate steps their order undergoes before reaching the recipient.

This intermediate process is the root cause of the chaos within the transfer order platform. How do they operate?

1. For the platform to receive orders, it must be accessible to flower senders.

Thus, these platforms will appear in major traffic concentration areas, such as:

- Taobao, Tmall, JD.com

- Group-buying apps

- Public accounts and apps for flower ordering

- Independent flower ordering websites

And so on.

Generally, the operators of these platforms are well-versed in the operational rules of the Internet and apps. Their goal is very clear: to capture traffic and enable contact with flower senders. This is the first step.

2. Receive all orders.

These transfer order platforms may have dedicated staff to receive orders, answer inquiries, and handle after-sales. That is acceptable.

Worse still, the platform might be merely an empty shell. It could be just one person operating multiple platforms, then finding order-receivers (like the students mentioned earlier) to fulfill the roles of order reception, inquiry response, local production, and after-sales.

Importantly, they will undoubtedly accept all orders first. Regardless of the price or location, they accept orders first.

Their logic is that as long as they have orders, they can surely find someone locally to make the flowers for the recipient.

3. Find local flower shops to transfer orders.

If the platform already has cooperative flower shops in the recipient's local area (the platform typically has a franchise channel for interested flower shops to join), they will prioritize these shops.

If not, they will search for local flower shops' contact information through various channels, including QQ groups, WeChat groups, group-buying apps, maps, etc., and then attempt to transfer the orders to them at a lower price.

Usually, they will only ask one question: Can you handle this order?

Instead of: Can you do this order well?

Because they only care about receiving the order, not about its quality. As long as the order is accepted, they will generate profits, and the business can continue.

The above outlines the operational logic of the transfer order platform.

II. Problems with the Flower Transfer Order Platform

First, we must acknowledge that the transfer order platform has certain value, primarily offering convenience for flower senders to place orders and have flowers delivered to the destination.

However, importantly, these platforms are virtual and lack physical flower shops or floral studios.

They depend on other flower shops for production and delivery.

For these platforms to survive, they inevitably take a portion of the profit, and the flower shop, as the production unit, naturally retains a portion of the profit as well.

Thus, the value of the flowers that actually reach the recipient has been significantly reduced.

For instance, if the flower sender purchases flowers worth 300 yuan, the value of the flowers that reach the recipient may only be 180 yuan or even less.

Moreover, due to the low order-receiving price and the lack of customer loyalty, if the physical store is busy, it will certainly prioritize its own customers over transfer orders.

Therefore, the complaint rate for transfer order platforms remains high, as evidenced by public media reports:

[A certain flower delivery website was criticized by users for not delivering flowers on time, and the customer service was dismissive.]

[Promised to deliver flowers within three hours but not received in three days. Online shopping has become a new hotspot for complaints.]

Thus, logically, the orders on the receiving platform are mainly of low quality and low price.

Truly ambitious flower shops capable of producing high-quality flowers, such as those opened by Hua11.com students, generally do not participate in these platforms and do not accept their transfer orders.

These quality flower shops, with their own product and service reputation, have managed to attract and retain many high-quality customers and do not need to rely on transfer orders for survival. Even if they accept transfer orders, it is only as an auxiliary task during idle time.

The above should provide you with a clear understanding of the flower transfer order platform. Now that you are aware of the operational logic of these platforms, would you still consider participating?

Copyright Statement:

How to design a promotional page? How to enhance a flower shop's first impression on customers?

Mon, 08 Jul 2024 22:21:57 +0800

[Hua11.com Original] This article introduces a brand-new idea to optimize all your customer-oriented promotional materials, product pages, and even the display methods of physical stores. It involves a concept originated from Internet marketing: the Landing Page (LP).

I. What is a Landing Page?

A Landing Page, in its most original meaning, is the paid advertising guide page of traditional Internet marketing.

(Image from Internet)

For example, if you place a paid advertisement on Baidu, when a customer searches and clicks on your ad, they land on this specific page. Typically, this page can be an independent page directly used to introduce and sell products, or it can be an intermediate jump page that directs to your official website, online store, or even a download page.

Does it sound profound and mysterious? Not at all. In fact, the primary function of an LP is to create what we commonly call the "first impression."

However, it should be noted that this "first impression" should be adjusted according to the characteristics of the specific group of people who will see your page or material.

Let's take an example from an e-commerce giant's website.

When shopping, you first search for keywords like "lipstick," and numerous products appear. Upon clicking a specific lipstick, a large product image captures your attention, followed by a clear price. Other information, such as shipping fees and consumer protection terms, is presented in smaller font, less conspicuous.

"Buy Now" and "Add to Cart" buttons are indispensable and designed for easy access to facilitate purchases at any time.

Why was the page designed this way? It's because you are a targeted potential customer interested in buying lipstick. You seek the most intuitive understanding of the product. All information unrelated to the lipstick itself is less prominent.

II. Practical Application of Landing Page Thinking in the Flower Shop Industry

Let's extend this concept and apply it to non-Internet contexts, where you'll find it equally applicable.

For instance, if you're creating a flyer for a flower shop to distribute to community residents, consider the characteristics of the community's residents. Let's analyze (focusing only on flowers, not green plants or potted plants):

- Demand: Non-essential, flowers are not a necessity

- Use: Mainly for personal and family use; primarily decorative, with some gifts (e.g., sending flowers for a friend's birthday)

- Form: Mainly loose flowers and simple arrangements, with some finished floral gifts

- Gender: Slightly more women than men, but data shows that gender is increasingly less of a distinguishing factor in flower purchases

- Age: Youth and older; age is also less of a distinguishing factor, with customers of all ages buying flowers

Based on this information, any adult can be a target for this flyer, but the focus should be on "family use flowers," not other types of products. To increase repurchase rates, consider offering "monthly subscription flowers," which could be a single type or a mix, and this should be tested. Pricing should also be tested, as discussed in [Hua11.com · Product Analysis Series 3] Creating in-demand floral solutions and pricing them effectively using A/B testing.

Remember, there are pitfalls in the monthly subscription flower project to avoid, as detailed in [Hua11.com · Product Analysis Series 1] Ultra-detailed guidence: can flower shops compete with e-commerce's 99 yuan monthly packages?.

So, how does this relate to LPs? Treat community residents as Internet traffic, and the flyer distributor as the traffic entrance. The flyer itself is akin to the landing page, serving as a bridge from unawareness to understanding your business and meeting their needs. Design this bridge carefully.

Key considerations for flyer design:

- Should the customer see the front or back first?

- Can the customer discern the flyer's theme at a glance?

- How do you make the customer take a second look, and where should that look be directed?

- How do you ensure the customer keeps the flyer instead of discarding it?

You may have many attractive ideas and unknown good works in your shop, but you don't need to list them all on one flyer. Convey the most important information and ensure the customer retains it; that's sufficient. Let them learn more through other channels.

The most challenging aspect is making the customer keep the flyer. Consider these methods:

1. Offer benefits (e.g., discounts or gifts with the flyer, but avoid using it as the primary strategy)

2. Ensure usefulness (e.g., flower language, plant care tips, common flower-giving knowledge, daily use scenarios, and family flower maintenance)

After continuous testing and optimization, you can find the method most suitable for your community to improve flyer retention.

Through this example, you should understand the significance of the Landing Page concept. Analyze the characteristics of the target group first, then present them with a Landing Page designed with those characteristics in mind. It's that simple.

Copyright Statement:

How to manage moments? How to have customers generate them for you? (UGC practical application)

Mon, 08 Jul 2024 22:08:02 +0800

[Hua11.com Original] In the era of mobile Internet, for our florists' entrepreneurship, one of the most direct promotional channels is WeChat Moments.

However, if you post content on Moments daily by yourself, the content may gradually become monotonous. Even if you post about your works, an individual's creativity is limited. No matter how beautiful the flowers are, there will come a day when users experience aesthetic fatigue, and then the promotional effect will diminish.

So, what can we do to make the content of Moments rich and colorful and to simplify the operation of Moments? In this article, we introduce an important operational concept for this issue: UGC.

I. What is UGC?

UGC stands for User Generated Content, which is content created by users. The concept of UGC originated in the Internet field and involves users displaying or providing their original content to others through an Internet platform. UGC emerged alongside the concept of Web 2.0, advocating for personalization.

In plain language, if you take a photo of your meal before eating and post it on Moments, saying "Let Moments eat first," you have generated a piece of Moments content. Here, the U (User) is you; the action of G (Generate) is taking and posting the photo; C (Content) is the delicious food in front of you.

(Image from Internet)

II. How can we apply UGC to operate Moments?

Let's consider what prompts your customers to actively post on Moments (or talk about you/your works).

Generally, it might be because the customer thinks your:

- Flower works are very beautiful

- The cost-performance of the works is very high

- The service is very good

Or, conversely, it could be due to dissatisfaction, such as:

- The flower works being of poor quality

- The cost-performance of the works being very low

- The service being very bad

In either case, if the experience exceeds the customer's expectations or aligns with their personal style, they may want to post on Moments to show off or vent.

Here, we focus on the scenario where the customer is praising you.

After a customer actively posts on Moments, if you obtain their consent and re-post their text content/images/videos as customer feedback on your Moments, then your customer has effectively generated UGC for you.

Throughout the entire UGC generation process, aside from the act of re-posting, no additional effort is required on your part, yet a Moments post with the customer's endorsement is created, sparing you the effort of crafting content and posting pictures.

It's crucial to note that in our re-posting process:

1. Obtain the customer's consent.

2. Avoid "micro-business-style" screenshot re-posting. It should be artistic and readable, ideally including your own comments or feedback and a thank you to the customer.

Only then is it an effective UGC.

Digging deeper, the motivation for a customer to post on Moments might also be:

- The wrapping paper of your works is very distinctive.

- The ribbon on your works has some touching words that resonate with their mood.

- You are very beautiful.

- The words you wrote on the card are very beautiful.

- The decoration of your flower shop is very stylish.

- The small pet in your flower shop is very cute, prompting the customer to take a photo with it.

- The atmosphere in your flower shop is particularly harmonious, which the customer enjoys.

- The music played in your shop is the customer's favorite tune.

- A wall outside your shop is perfect for selfies.

And so on.

To stimulate customers to generate UGC, identify your unique selling points and focus on publicity, guidance, and enhancement to make it irresistible for customers to post. This selling point must be very intuitive, allowing customers to engage "thoughtlessly."

For example:

If you believe your unique selling point is a photo-ready wall in the shop, guide customers to take photos by this wall after purchasing flowers, ensuring it looks beautiful. Most customers will be willing to do so.

As long as enough customers take photos, your UGC will be continuous.

Remember, if you promise to give feedback to the customer, such as sending the original picture to them after the photo session, you must follow through (no matter how busy you are).

Additionally, UGC comes in various forms, not limited to the picture form mentioned above. You need to think and experiment more on your own.

III. Beyond Content, What Other Benefits Does UGC Offer?

If we delve further into the question, "What prompts your customers to actively post on Moments (or talk about you/your works)?", it actually touches on the core of mobile Internet and social marketing: sharing.

Sharing is the foundation of fan fission and referral. Only when customers are willing to "participate and spread the word" will your fan base expand rapidly. (Refer to: [Hua11.com · Marketing Pro Series 4] The core of community fission in flower selling)

Of course, the premise of this spread is that the customer's sharing is positive and enhances your reputation.

Let's take the photo wall example again:

As the number of customers taking photos increases, your exposure opportunities grow. If you place your store logo in a suitable position on the wall, the nature of this change is that if a customer takes a photo with the LOGO and shares it on Moments, it's equivalent to free publicity for you.

However, when making this change, consider carefully. The presence of commercial elements (LOGO) may reduce your UGC output rate, meaning customers may be less willing to take photos. This requires comprehensive and balanced consideration on your part.

The above explains UGC and its application in the floral industry.

UGC is a very important concept in social marketing. If you can truly understand and skillfully apply it, operating your flower shop and floral studio will become easier.