The content of this article is researched and compiled by the consultants of China and Philosophy, and it is forbidden without consent**.
Macro analysis of flower seedling industry and market
The development status of China's flower seedling market
1.1 Development trends of the flower industry
Figure 1-1 Development history of China's flower industry.
China's flower industry has entered the stage of stable development and adjustment from the period of rapid development in 2001.
Entering the adjustment stage, in the face of the sharp increase in land rent, labor, energy and water costs in the past 10 years, flower and tree products** generally declined. In the face of challenges, the flower market is still the key development of the national industry and field, the current flower seedling planting and sales market is still the national key development of the industry and field, in improving product quality at the same time, the enterprises need to combine local conditions to highlight product characteristics, such as Luoyang peony, Yanling plum, etc., and focus on the development of advantageous varieties, increase the development of flower and tree varieties of cold-resistant, salt-alkali, high temperature and other functional flowers and trees, so as to consolidate market competitiveness.
1.2 Main classification of seedling products
Figure 1-2 Classification of seedling products.
China's flower and tree industry has an unprecedented structural surplus and shortage, some enterprises blindly follow the trend, product positioning deviation to damage the market, in the case of supply and demand contradiction is so prominent, the flower and tree industry is in urgent need of transformation and upgrading. In the face of the many challenges faced by the flower industry, enterprisesIt is necessary to realize the transformation from a scale and quantity type to a quality and efficiency type.
1.3 Market size: China has become the world's largest flower production center
Looking at the international market, China has become the world's largest flower production center, an important flower consumer and a flower import and export country, and the flower planting area ranks first in the world.
In recent years, the World Flower Congress, the 71st Annual Conference of the International Association of Horticultural Producers, the International Green City Forum, the World Floral Competition and other important conferences have been successfully held, as well as a number of international competitions and indoor and outdoor exhibitions to show the latest varieties, the latest technology, the latest concepts and the latest achievements of flower horticulture in China and around the world, show the achievements of China's social and economic development, show the development level of flower horticulture and the achievements of ecological civilization construction. It can enable countries around the world to understand the development achievements of China's flower and horticulture and its profound flower culture, build a platform for the world, and strengthen world horticultural exchanges and cooperation. At the same time, it will bring new opportunities for global flower and horticultural cooperation.
Figure 1-3 Statistics and growth of flower planting area in China from 2013 to 2018**.
Figure 1-4 Statistics of the market size of China's flower industry from 2013 to 2024.
Since the 18th National Congress of the Communist Party of China, China's flower industry has developed rapidly, and the flower industry is thriving. The national flower area has been 140,000 hectares, which grew to 1.41 million hectares in 2018, and sales expanded from 128.8 billion yuan in 2013 to 156.2 billion yuan in 2018.
1.4. Supply and demand: production is determined by demand, and new market concepts are cultivated through product innovation
Due to the severe imbalance between supply and demand in the structure of the flower and tree industry, the current solution to the problems of product sales and logistics channels, to help processing enterprises improve the "to determine supply", "to demand production" and "to effect production" combined management methods. Formulating a production plan that conforms to the production capacity of the region and the base is also a necessary prerequisite to prevent blindly raising output and misjudging market trends, and it is the first step for enterprises to consolidate their market position. Strive to be "one step ahead, step by step", and always be at the forefront of the market, we must vigorously promote standardized production, intensive planting, and landscape cultivation, so that flower and tree products can be guaranteed in quality and quantity, and they will not worry about sales.
At the same time, according to the current market demand, the indoor economy and family consumption should be the direction of the transformation of flowers and trees, vigorously promote the business model of "front store and back factory", and deepen the structural reform of the supply side of the flower and tree industry. Relying on the knowledge economic circle established between the company and its partners, we will strengthen the cooperation between major universities and institutes related to the industrial chain, cultivate and develop excellent new varieties, accelerate the transformation of scientific and technological achievements, and find new economic growth points in the flower and tree market.
Taking the 2017 flower industry market data as an example, Sichuan Province ranks higher than the national average in the planting area of the national flower market, and the planting scale is higher than that of other regions in the southwest area, which shows that the development space and sales channels of the flower and tree market in the project location are considerable.
Table 1-1 The actual area of flowers in different regions as of the end of 2017
1.5. Market demand for project products
At present, landscaping generally includes two major aspects: municipal garden construction and real estate garden construction. The construction of municipal gardens mainly includes urban parks, highways, green landscapes, etc. The construction of real estate gardens mainly includes community green space, office building greening, etc. Landscaping is an important part of the city, which can not only beautify the city and improve the environment, but also provide citizens with a place for leisure and entertainment. In 2016, the area of urban garden green space in China was 278610,000 hectares, a year-on-year increase of 44%, with a compound growth rate of 7 in 2002 and 20161%。Although the growth rate of urban garden green space area has shown a downward trend since 2007, it has maintained a growth level of about 5% in recent years, and the market prospect is good.
Figure 1-5 Changes and growth rates of urban green space in China from 2002 to 2016.
Figure 1-6 Market size and growth rate of urban landscaping in China from 2011 to 2016.
The market generally believes that although China's urbanization rate is currently more than 50%, it will continue to increase in the future. The spatial layout of the city as an economic carrier has been completed, and the next will enter a period of transition, including the development of a new direction including improving the quality of life of residents, beautiful China will be a beautiful city to a large extent, China's urban greening construction will usher in a new development period, gardens, seedlings and other industries will inevitably benefit for a long time.
1.6 Market pain points
1) The structural surplus and lack of seedling products coexisted.
The low entry threshold for conventional tree species, small-sized seedlings and low-quality seedling products has led to the rapid expansion of the seedling planting area in China in recent years, and the overall quantity of seedlings has exceeded demand, resulting in a serious structural surplus. Producers lack information, blindly follow the trend of planting, and fail to grasp the production technology well, resulting in more waste, less products, lack of high-quality products, products do not meet the needs of the market, individuals have no stable sales channels, resulting in product backlog, and then lead to vicious competition.
2) Seedling products have regional characteristics and immutability.
China's territory is vast, and the differences in climate, resources, location, market conditions and industrial development level are large and unchangeable, which also determines that the competition in the seedling industry is dominated by enterprise competition in the same production and marketing area. The production and application of products in various places are mainly conventional traditional varieties, such as camphor in Changxing, Zhejiang, with a planting area of more than 60,000 mu; Jinhua's camellia, with more than 1,000 varieties, has been called the "hometown of camellias"; Ginkgo biloba in Rugao, Jiangsu and Shandong have obvious resource advantages. There are relatively many new varieties of seedlings in Jiangsu and Zhejiang, and the main competition for arbors will be concentrated in color-leaved tree species, with Shanghai and other places having the most advantages, but there are few finished seedlings of large and medium specifications; New varieties of ground cover are continuously introduced every year, mainly in Xiaoshan, Zhejiang, such as red leaf heather, Liudaomu, clown firethorn and so on in the past few years.
3) The level of specialization is low.
There are many local flower and tree enterprises to stay in the villagers' "independent development, group management" mode, the quality of flowers and trees products are uneven, the production facilities and technical level are backward, especially the traditional way of open field cultivation, in the sales and transportation of flowers and trees not only the survival rate is a big problem, part of the planting base will lose a lot of topsoil every year because of the transportation of flowers and trees.
4) The amount of capital injected outside the industry has increased.
Real estate enterprises and traditional manufacturing enterprises and other social funds, due to the intensification of taxes, cost reduction or capital preservation and appreciation, choose to turn to investment and carry out large-scale nursery construction. This leads to a significant proportion of seedlings circulating horizontally in the short term into the industry's nurseries rather than terminal greening applications, and these large nurseries will affect the seedling market.
5) The R&D team and industrial system are not sound.
The scientific research and development of flowers and trees and the cultivation of new varieties are relatively lagging behind, the cultivation results of new varieties are few, the product sales rely on eating the old and introducing excellent varieties, and the lack of products with independent intellectual property rights is the lack of core competitiveness of flowers and trees in the long run.
Compared with the developed areas of flower and tree industry at home and abroad, there is a certain gap between the flower seedlings planted in China in terms of product system, no matter in terms of production scale, variety advantage, service specialization, scientific management and information modernization.
1.7. Development strategy of the flower and tree industry
1) Enhance the domestic demand of the flower seedling market.
The consumption of the flower market mainly relies on domestic consumption, so the relevant departments need to carry out correct guidance.
The first is to make full use of all kinds of ** to strengthen the publicity of flower culture, publicize the knowledge of flower raising, the art of flower tasting, etc.; Second, through the promotion of newspapers and magazines, you can focus on selecting influential industry journals in the industry, etc., which have a large circulation, so the impact is also greater; The third is to hold some flower activities on a regular basis, such as flower arrangement art activities and flower expos, and host flower promotion tours and business promotion activities. In a variety of forms to improve the national flower cultural literacy, shorten the distance between flower products and consumers, in order to stimulate consumers' desire to buy, cultivate their flower buying habits, so as to enhance the domestic consumers' flower consumption ability, stimulate domestic demand.
2) Pay attention to the improvement of flower quality.
The quality of flowers is related to the consumption level and grade of flowers, so it is necessary to pay attention to:
* Supportive policies should be appropriately introduced. The research and development cycle of flower varieties is long and the investment is large, and the first department needs to give key support in science and technology, capital, infrastructure, etc., and give certain policy support and relevant laws and regulations to protect it.
Enterprises should strengthen the construction of bases in productionChange the status quo of small-scale production, rationally plan the structure of China's flower industry, and achieve regional layout, highly specialized production, and integrated operation. Strengthen the management in production, improve production technology, realize the large-scale production of flowers, and improve the level of flower productivity.
Improve the level of scientific research. Strengthen the vocational training of flower producers, improve their cultural and technical quality, strengthen the cultivation of new varieties of flowers, the breeding of improved varieties, and speed up the upgrading of varieties. Accelerate the transformation of scientific and technological achievements, based on production, education and research, and drive flower productivity.
3) The pressure of destocking in the flower and tree industry is obvious, and the need for transformation and upgrading is urgent.
In the past five years, affected by the economic cycle and the macroeconomic environment, the seedling industry has fallen from the peak to the trough, and the whole industry is facing many problems such as a sharp decrease in construction volume, difficulty in project collection, a sharp decline in market demand, an expansion of stockpiles, rising costs, and tight capital chains, and the production and marketing operations are struggling.
Affected by factors such as the macroeconomic downturn and the contraction of land policy, the two main markets for garden seedlings - municipal and real estate have been sluggish in the past two years, and the construction volume of projects has dropped by 20%-30%. These factors all show that the pressure of destocking in the seedling industry is obvious. On the other hand, considering the influence of national macro strategies such as the construction of ecological civilization and the construction of a beautiful ChinaIn the long run, the importance of the seedling industry is becoming increasingly apparent, and its ecological low-carbon function, ornamental and beautifying role are irreplaceable, and it involves more than 40 related industries, affecting the employment of tens of millions of peopleThere is no doubt that the prospects for development are bright.
Flower seedling market development prospects**
2.1. The production and operation of flower seedlings has gradually entered the era of wisdom
With the introduction and implementation of a series of national policies such as ecological greening, Internet + smart forestry, new industrial thinking, greening methods, production and management concepts, and new technologies have emerged, and the cross-border use trend of cloud technology, big data monitoring and other scientific and technological forces in the flower and tree industry has become more and more obvious, and the planting and production links of seedlings and forestry have also begun to actively deploy the development strategy of smart forestry construction.
2.2 ** Macroeconomic control and management will be further strengthened
In China, the flower industry still adopts its own way of operation, and there is no unified management and management, so it is relatively blind. In the future, we will increase policy support and capital investment in flower production, and constantly establish and improve relevant laws and regulations to provide a good external environment for the healthy development of the flower industry. In addition, the supervision and necessary guidance of the quality of the flower market will also improve the socialized service system of the whole industry chain through the establishment of flower associations and other institutions, including information services, smooth transportation channels, markets, etc.
2.3 Household consumption and personal consumption have sprung up, leading the industry out of the trough
Since 2015, the rapid rise of home gardening in China has led to rapid growth in the sales of herbaceous potted plants and fresh cut flowers suitable for garden and indoor applications, which have basically not been affected by the domestic economic downturn. The emergence of young consumer groups has also led to significant changes in the demand for varieties, and the consumption of flowers has changed from the past.
First- and second-tier cities are transmitted.
Third- and fourth-tier cities have extended from etiquette consumption and wedding consumption to family daily consumption, thus building a multi-level and complex consumption structure and greatly expanding consumption channels.
2.4. Flower farmers benefit, every household creates excellence, and the development prospects are broad
After the completion of the project, the cooperative enterprise placed a production order with our company, and after receiving the order, the company cooperated with the large producers to produce flower and tree products that meet the needs of customers, and the local flower farmers became the most direct beneficiaries. The villagers are optimistic about the bright prospects of the industry and hope that their flowers and trees can be exported to foreign countries to increase their income and become rich.
The flower and tree planting base avoids the drawbacks of extensive production, and the production technology adopts new intelligent garden machinery and remote monitoring system to mobilize the enthusiasm of the staff, ensure efficiency and improve the quality of flower and tree products, and promote the transformation of the flower and tree industry in the project location from labor-intensive to technology-intensive.
2.5. Leading enterprises are leading, and the development trend of market-oriented is becoming more and more obvious
The benign operation of the flower market is inseparable from the support of improving the market system and operating mechanism, so it is necessary to establish a sound market system and efficient operation mechanism, and at the same time the supervision and circulation channels of residential flowers to ensure the national circulation of flowers and enhance the market dynamics and vitality; Establish a credible and smooth supply and demand information system, improve the sales system, and continuously improve product competitiveness. At the same time, we should also pay attention to the cultivation of flower enterprises, pay attention to the cultivation of leading enterprises, pay attention to market-oriented training, and guide the industrialization and scientific development of the overall flower market.
Development status and prospect of leisure agriculture**
3.1 The development status of the leisure agriculture market
1) Types of recreational agricultural products.
Table 1-2 Types of leisure agritourism products
Leisure agriculture has a wide range, and now, a variety of forms and styles of leisure agriculture have emerged one after another, looking at its business mode, or simple or meticulous, or simple and simple or all-encompassing, each with its own tasteAccording to the nature of its operation, it can be divided into four categories: sightseeing farms, leisure farms, citizen farms, and citizen farms.
After the completion of the project, sightseeing and leisure services with the theme of "Starry Sky Flower Sea" will be provided in the project area. The content of the tour focuses on sightseeing consumption, on-the-spot purchase of flower and tree products, browsing the pastoral scenery, and staying for a short time.
2) Pain points of leisure agriculture at this stage:
Multi-department management, lack of overall planning.
The infrastructure is not complete, and the value chain is short.
The construction indicators are few, and the cost of land is high.
The capital period is long, and the operating efficiency is not ideal.
Lack of construction standards, touching the red line of farmland.
3.2 Prospects for the recreational agriculture market**
1) The market size of leisure agriculture will be as high as 700 billion, and leisure agriculture has entered a leading period.
During the 13th Five-Year Plan period, China's leisure agriculture reception and operating income increased by about 15% annually, and it is expected that in 2020, the market size of China's leisure agriculture (rural tourism) will be close to 766.5 billion yuan.
2) Eight trends in the development of the leisure agriculture market.
Enriching business formats.
Rural scenic spots.
Farmers are multi-industryd.
Resource branding.
Experience interactivity.
Green ecology.
Health care and sojourning.
Urban-rural integration.
Market Summary
As the world's largest flower seedling production center, on the one hand, with the acceleration of urbanization, people's pursuit of higher quality of life has brought huge development space to the flower and tree market; On the other hand, the construction concept of the project "smart garden" effectively solves the disadvantages of backward management mode, poor production efficiency and product quality of most planting bases in the market. And during the operation period, as a pilot project for the mixed system transformation of enterprises implemented by the state, the company will cooperate with large state-owned enterprises in the joint-stock system transformation, so the market prospect is good.