编辑 | 黄昱 鲜花销售即将迎来旺季，新零售平台盒马打算继续深耕绣球这一爆款。 作者 | 刘宝丹 7月2日，盒马首个绣球盒马村正式挂牌，落户在云南省玉溪市江川县安化乡光山村，这里已经培育出多 款新品种绣球。据盒马内部人士透露，这些新品预计本月中旬在全国盒马门店上市。 盒马村指的是根据订单为盒马种植农产品的村庄，光山村成为首个绣球盒马村，凸显了盒马对供应链源 头的掌控意图，意在夯实其在鲜花赛道的竞争优势。 作为阿里新零售品牌，盒马在2024年4月至2025年3月财年首次实现全年经调整EBITA转正，同期，其整 体GMV超过750亿元。盒马的商业模式由此走向正循环，阿里的新零售试验得到了验证。 接下来，盒马继续战略性聚焦优选业态，鲜花是盒马必须抓住的商机。上述人士表示，虽然鲜花的成交 规模不及基本生活品类，但它代表了未来的消费趋势。 近年来，鲜花市场持续快速增长。中国花卉协会数据显示，目前中国花卉从业人员超500万人，现有种 苗花卉企业近22万家，年产值5200多亿元。 受悦己型消费影响、即时零售的驱动，2024年，中国花卉零售市场总规模向2200亿元迈进，其中线上消 费总额约1200亿元。盒马内部人士表示，目前 ...

Group 1: Flower Market Trends - As Mother's Day approaches, the flower market in Kunming experiences a surge in consumer demand, with citizens pre-ordering flowers and gifts [1][3] - The flower consumption trend is diversifying, moving away from the traditional dominance of carnations to a variety of flowers such as lilies, peonies, sunflowers, and roses [1][11] - Flower prices are generally rising due to increased demand, with popular flowers like carnations and roses seeing price increases of 20-40 yuan per bouquet as Mother's Day approaches [7][9] Group 2: Customization and Consumer Preferences - Many flower shops are offering customization services, allowing customers to choose flower materials, packaging designs, and greeting card messages, reflecting a growing preference for unique gifts [5][11] - The overall aesthetic and uniqueness of flower arrangements are becoming more important to consumers, leading to a willingness to spend more for personalized bouquets [5][11] Group 3: Jewelry Market Trends - The jewelry market is also bustling, with brands launching promotional activities for Mother's Day, particularly in response to rising gold prices [14][18] - Due to high gold prices, consumers are shifting their preferences towards pearl and platinum jewelry, which are becoming popular choices for Mother's Day gifts [18][20] - The average price for pearl and platinum jewelry is between 1,500 to 5,000 yuan, making them more appealing compared to gold jewelry, which often exceeds 10,000 yuan [20][22]