网络“小”切口撬动消费“大”市场 电商助力“美丽经济”绽放新活力

Core Insights - The summer season in Yunnan sees a peak in fresh cut flower production, but due to the "holiday gap" and high temperatures, the market enters a traditional sales slump, leading to lower prices [1][4] - Live e-commerce has emerged as a new sales channel for merchants, focusing on everyday floral arrangements rather than traditional gift flowers, thus filling the consumption gap during the holiday lull [4] Group 1 - In Kunming's Dou Nan Flower Market, many merchants are engaged in live e-commerce, showcasing seasonal flowers like lilies while workers simultaneously prepare and package the flowers for delivery [8] - Some merchants report daily sales of approximately 10,000 orders, translating to about 50,000 to 80,000 stems sold, significantly improving sales during what was previously considered a market slump [8] - A flower farmer noted that the current prices during the off-season are better than before, with flowers selling out in one to two hours through e-commerce compared to days previously [8] Group 2 - Data from a major e-commerce platform indicates that nearly 550,000 orders of Yunnan flowers are sold daily, with over 37 million consumers participating in purchases over the past year [10] - Live streaming and short videos have become essential for many flower farmers, with live e-commerce accounting for approximately 70% of the growth from 2021 to 2024, and e-commerce sales representing about 58% of the total transaction value in the flower industry [12]