Have you ever seen a live studio selling fresh cut flowers on a short video app or shopping software? Bunches of flowers with simple packaging are stacked together, setting off the heroic "momentum" of the flower presenters - "ten lilies, ten roses, ten carnations, not enough? Not enough? I'll send you a bunch of stars and a bunch of yellow Ying with grass. All these are included in the mail for 39.9 yuan. The babies hurry up and enter the small yellow car to order." If you know the price of flowers or have bought flowers offline, you will know that the prices shouted by these live broadcasting rooms are indeed too low for people to say "no". In the live broadcasting room, consumers placed orders again and again, and "spring" was sent from Yunnan to various places box by box. So the question is, where do these cheap and beautiful flowers come from? Who bought the flowers in the studio? If the merchants selling flowers live sell them like this, plus the postage, won't they lose money? Live studio, a good place to buy flowers? Ty, who has been working for six years, began to try to buy flowers in the live studio in 2022. Before that, she bought flowers through online channels such as pinduoduo or Huajia. But after buying fresh cut flowers in the live studio for the first time, she began her uncontrollable "flower buying Carnival". In 2016, ty left school and began to work. In the past, when she was at home or at school, the scene, needs and habits of buying flowers had not been formed, and there was no awareness of buying flowers. Like many people, ty started her journey of buying flowers by herself from the flower vendor at the entrance of the subway. On the way to work, she saw a bunch of exciting and just blooming flowers and spent more than ten or twenty yuan to take it home. This is her first story with flowers. It seems that a space belonging to "flowers" has been cultivated in the depths of your heart. After planting a bouquet of flowers, it is difficult for you to tolerate that there are no plants in this space, so "flowers" have become a kind of spiritual nourishment. Ty is just like this. After getting used to the existence of flowers in a corner of her home, "it's like it's difficult to fall down after consumption upgrading". She hopes to maintain the vitality of this corner and prevent her home from becoming empty, so she began to buy flowers online and offline periodically. Source respondents In ty's opinion, the live broadcast room of fresh cut flowers is the "cost-effective" choice to realize this spiritual filling. In fact, in 2021, someone told her to buy flowers in the live broadcasting room, but she never tried. Later, when she bought flowers in other online channels, she began to want to try the flower live broadcasting room after encountering some unstable quality. Before placing an order that night, ty squatted in the live studio for more than half an hour before choosing the package he wanted to place an order. After ordering a package for himself, ty bought one for each of his two friends and leaders, and ordered more than 200 flowers in one night, When she woke up the next day, she felt some regret: "this is a process. When I bought it, I was very excited. I thought it was so cheap. After buying it, I began to regret it the next day. I felt it was worth it until I received the flower and began to deal with it. With this psychological fluctuation in it, so maybe when I found that the flower was going bad, I would start to buy it again." Who buys flowers in the studio? In fact, one or two can be inferred from the sales model of goods in the live broadcasting room. Most of the flowers live broadcast provides package consumption, which accounts for the majority. Although the matching price is absolutely very cheap, there are not necessarily all the flowers you want in a package, and how to choose or not is not an easy problem. In this way, basically you can get 40 to 70 different varieties of flowers by buying a set meal of 30 to 60 yuan. With so many flowers, it is difficult to hold the "waking flower" containers and vases in ordinary people's homes, and the supporting treatment tools and maintenance knowledge are also very important. At the same time, most of these packages will also have the matching logic of color and flower materials, including grass, which will give consumers more space to create different kinds of flowers in line with their own aesthetic flower art. We may be able to extract the general characteristics of this group: there is a stable demand for flowers, understand the basic knowledge of flower conservation, be willing to invest time in flower consumption, and have their own understanding and aesthetics of flowers; Although they have a strong desire to consume goods such as flowers, they are also sensitive to price. Only when the quality is acceptable and the cost performance is the most respected. "It's too cheap." "It's really hard not to move!" Such words often appear in the readme of respondents. For them, the live studio seems to be the perfect place to buy flowers. Flower package in shopping cart of live broadcasting room Various settings of the live broadcasting room have well met some consumers, and the quality of flowers still plays a decisive role in the whole chain. How are the flowers in the studio blooming? In the communication with several interviewees, we also heard some cases of poor purchase experience. Although the majority are satisfied in general, today's imperfect, complex cost logistics and difficult to standardize quality control do make all online flower transactions have some unsolvable difficulties. Perhaps due to some luck, Xiao Gao, who just joined the work last year, didn't buy his own satisfactory flowers in the live studio. Before working in Hangzhou, Xiao Gao often bought flowers in the "flower vending machine" of the subway station. The price is cheap and the flowers are beautiful. What has always satisfied her is the most direct enjoyment and possession of the beauty of flowers. Not long ago, the flowers bought in the live broadcasting room were not satisfactory. The flower head was very small and the damage rate was high. It didn't look very good. After waking up, I still felt that the flower state was very different from that in the hands of the anchor. "Buying flowers in the live studio is like buying snacks. I have to take a chance, but because it is cheaper than other similar ones, (even if the experience is not good), I won't think I've been fooled." Xiao Gao felt that she should not go to the live studio to buy flowers again. She either did more homework and bought flowers in reliable online stores, or went to offline stores to choose visible beauty. In short, she didn't want to try again for the experience of opening a blind box. When the flowers bloom in the studio One interviewee once said that the reason to buy flowers offline is to feel the "soul connection" when flowers bloom in front of their eyes. When these flowers "bloom in the live broadcast room", the anchor shows the "flowers to be sent to you" to the users, the flower buyers become "users", and the "soul dialogue" with the flowers becomes "electronic connection". For consumers like ty who are used to buying flowers in the live broadcast room, the live broadcast brings a connection between ordinary online shop flower shopping and offline flower shopping. It is more vivid than simple pictures and videos, but it is not as intuitive as offline flower shopping. But generally speaking, buying flowers live does make her more convenient and feel the quality of flowers. Tiktok, a provincial Flower Industry Park in Guangdong, is now responsible for the live telecast business. Mr. Huang once launched a series of research and Research on the live broadcast of flowers. Now he is leading his own live team to gradually develop the live broadcast of the live video from the live video of some achievements to Guangdong. According to his observation, the flower live broadcast was first made by several large-scale flower stores on Taobao. From 2018 and 2019, these high-volume stores began to do live broadcast in accordance with Taobao's strategy. At this time, Taobao stores are infrastructure and store live broadcast is one of the channel tools for cash realization; By the second half of 2020 and early 2021, it was the time when tiktok was blowout. After the resumption of work this year's Spring Festival, Mr. Huang also obviously noticed that many flower and green plant live broadcasting rooms began to make video numbers. These developments are more guided by the policies of the platform. The live broadcasting rooms of different platforms have different underlying logic. Without sufficient resource support, many stores may have been eliminated before the live broadcast logic of the platform is touched. After searching for flowers in the tiktok App Tiktok live broadcast as an example, because a more mature live business system has been formed, for shops, in addition to short video content to be filming, tiktok should also be carried out in regular pattern, and it has to constantly change the way to play, stimulate consumption, and in the background of the voice business to traditional electricity providers, store operation needs a large team, and the cost is undoubtedly high. Tiktok doesn't mean that the traffic flow will be low, and there are more systematic factors behind it. "Your logistics delivery ability and the timely response rate of customer service will affect your reputation score, which in turn will affect your traffic and the weight of your push. These are all linked. For example, if you can't send it out within the specified time, you will be fined and restricted directly (backstage)," Mr. Huang told hedgehog commune, "Not every team can start broadcasting, because we have observed and communicated, and basically 70 or 80% of the numbers can't be done." According to the analysis of the "people and goods yard" model under the traditional e-commerce scenario, this category has many characteristics that need to be emphasized. In the case of limited brand power in the fresh cut flower market, concentrated industry and clear short board, at present, the perfect construction of supply chain, or "throughput", can maximize the competitive advantage. "For example, our site and production efficiency should be fixed for a certain period of time, right?" Mr. Huang asked two questions in a row, "but flower e-commerce is a product with high frequency consumption and high turnover rate. What is the concept of your product with high repurchase rate if you don't have a large site to turnover production space and production end planning?" Ouyang photographed in wangsiying flower wholesale market This is also a very important condition for many large-scale fresh cut flower live broadcasting rooms: as long as the chain rotates as much as possible, connects more consumers and suppliers, and keeps the goods in circulation, we can build a channel for the circulation of money and goods, and flowers can also realize the most efficient transportation in this channel. Moreover, because of the particularity of the flower industry, the damage in the order can not be avoided, but the ratio can be controlled within an acceptable range, and more orders can be used to cover the damage rate of this part, which is also an important part of the chain. This is also the reason why many live broadcasting rooms are not "selling their own flowers". They play a more media role in the transaction. They are responsible for building a chain rather than rooted in the flower base, which is similar to a "leader". They use their own flow capital to expand the profit space as much as possible in the form of package, which also facilitates distant consumers to a certain extent. After all, this can be said to be "benefiting the soul" in batches. Dual "addiction" of live flower broadcasting The live broadcast room of fresh cut flowers is becoming one of the sources of "addiction" in buying flowers in the new era. After talking to several consumers, hedgehog commune believes that this is a double effect produced by the superposition of "flowers" and "Live Room". We can analyze this problem from two levels. The first is the form of "live studio". An undisputed cognition is that the live studio itself is a sales method with promotional elements, in which emotion plays a very important role. In the past, I used to