Zhong Guo Jin Rong Xin Xi Wang·2025-07-24 11:58Core Insights - Over 150 million consumers have purchased flowers through Meituan's instant retail platform, making it the preferred online flower shopping platform [1][3] - The flower industry faces challenges such as operational volatility, strong uncertainty, price competition, and supply-demand mismatches [3][4] - Meituan's instant retail has become the first online flower consumption platform with an annual consumption scale exceeding 10 billion yuan [3][4] Group 1: Industry Challenges and Opportunities - The flower economy symbolizes love and beauty, emerging as a new highlight in consumer spending and a medium for spreading floral culture [3] - Meituan is exploring deeper into the industry chain to address pain points and support industry prosperity [3][4] - The company has launched a comprehensive optimization plan aimed at enhancing product diversity, optimizing the industry ecosystem, and supporting merchant operations [3][4] Group 2: Product Diversity and Pricing Strategy - One major reason for price competition is the insufficient diversity of flower products, which fails to stimulate new consumer demand [4] - Meituan aims to increase product diversity by leveraging big data to identify trends and design higher-quality bouquets, resulting in an increase in the variety of flower materials from fewer than 5 to over 50 [4][5] - Despite a downward trend in flower material prices, Meituan's average transaction price for flowers has risen, allowing merchants to escape price competition and achieve higher returns [4][5] Group 3: Technological and Operational Enhancements - Meituan has introduced a forecasting tool for transaction scale during promotional events, achieving over 98% accuracy to help merchants manage inventory and pricing [5] - The company has initiated a supply chain service optimization pilot, reducing flower material costs by over 20% and providing quality assurance for merchants [5][6] - AI tools such as image recognition and AI shopping assistants have been implemented to enhance operational accuracy and efficiency for merchants [5][6] Group 4: Merchant Support and Growth - Meituan is committed to providing more opportunities for efficient, high-quality flower shops, including features like "pre-delivery photo" and compensation for discrepancies [6] - The proportion of flower orders with pre-delivery photos has exceeded 80%, enhancing the purchasing experience for consumers [6] - The number of flower shops achieving over 1 million yuan in annual transactions has doubled to over 2,000 compared to two years ago [6]