"Up to now, the turnover of our Spring Festival flower gift is nearly 300,000 yuan, which is 10 times that of the previous year. "Relying on a group of luxury house flower arrangements launched during the festival, I took on 7 more Chinese space beauty projects, which opened up a new situation. * During the interview, Wang Yu'an, the manager of Xi'an Yu'an Flower Road, was overflowing with joy.
At the end of 2021, Wang Yu'an successfully obtained an investment of 13 million yuan with the novel idea of marketizing Chinese flower arrangement. After a year of classroom site selection and decoration, last year's performance has improved by leaps and bounds, with a turnover of 5.4 million yuan. In the Spring Festival of this year, this energetic "post-90s" ushered in a good start.
The new Chinese flower arrangement detonates business opportunities in the New Year
During this year's Spring Festival, Yu'an Flower Road launched 120 pieces of Chinese-style green plant pots, ** flower blessing buckets and Chinese-style flower arrangements, all priced at 398 yuan, all of which were sold out during the Spring Festival. In addition, the overall performance is good.
What makes Wang Yu'an even happier is that because the new Chinese flower arrangement is well received by customers, she has received the design of Chinese space beauty in the tea room, mansion, incense hall and even the Chinese medicine hall. "I have a monthly or annual card for these customers, and I change the flowers once a week, although the unit price is not high, but the income is stable, and most importantly, I can use it to expand the daily flower business of these high-end customers. Wang Yu'an said.
Yu'an Flower Road implements corporatized management, and launches three types of flower arrangement: Tang Feng, Song Yun and Yuan Xinxiang for different Chinese spaces. Tang style flower arrangement is rich in variety, and the style is graceful and luxurious and atmospheric; Song Yun flower arrangement is mainly branched, and the style is very simple and sparse; Yuanxin Xianghua pays attention to creativity and mostly arranges flowers with flower baskets.
Generally, in the lobby of the Chinese furniture city or mansion, we use Tang style flower arrangement, and the elegant tea room and incense hall use Song Yun flower arrangement. "In a flower arrangement at home, if you have a baby at home, we recommend placing the flowers on a high dining table and vice versa on a TV stand. "We ask our customers about their preference for the fragrance of the flowers, whether they have pollen allergies, etc. Wang Yu'an said that every time before entering the space layout, the company will ask customers to fill out a detailed research form for design reference. "To serve high-net-worth clients, you must do your homework, and he will be willing to pay for your work when he sees your serious and meticulous work attitude. ”
During this year's Spring Festival, Yu'an Ikebana also received several new businesses. The first is the design of the Lantern Festival 12 flower god lanterns, and a unit has booked an online course for 1,000 people; the second is the customized flower gift of the Valentine's Day fruit store, which is booked out of 500; the third is the annual meeting of the Xi'an Women Entrepreneurs Association held at the end of February, where 46 pieces of Chinese-style on-site flower arrangements were booked; the fourth is to offer flowers to two temples after the beginning of spring; After each course, the trainees wore Hanfu to check in to the famous scenic spots in Xi'an, and took advantage of each other's publicity to promote each other.
As floral practitioners, we must create consumer demand for the market, otherwise flower arrangement can only be limited to the category of self-cultivation, and there is no way to penetrate into the broader market. Wang Yu'an said.
From "one student a year" to at the helm of a company with a market value of tens of millions
When he was a freshman, he set up a stall to do business, and Wang Yu'an, who was quite business-minded, entered the floral industry from a commercial point of view, and also experienced the difficult process of accumulation.
In 2018, Wang Yu'an started a flower art teaching, and for a whole year, she only recruited one student. This student has been following her until now, and she often jokingly said to the student: Fortunately, you have an annual card, but if you have a quarterly card, I would have closed the door a long time ago.
A screenshot of the WeChat circle of friends posted by students who have been studying with Wang Yu'an since 2018 in the New Year this year.
Later, she and her lover opened a studio and a small flower shop of 30 square meters, decisively jumped out of the "involution of peers and downstream market training", opened up a cross-industry training model and developed online private domain traffic, and gradually accumulated tens of thousands of student customer groups, and most of them were medium and high-end customers, and the business gradually flourished. Relying solely on the training of flower arrangement in different industries, it has achieved a turnover of more than 500,000 yuan in a single day.
Wang Yu'an, who was born in Chinese flower arrangement, regards Chinese flower arrangement as her passion, which is also her most optimistic business sector, but there is almost no way forward for the commercialization of Chinese flower arrangement. She continued to explore, trial and error, and gradually sorted out a set of business logic system.
At the end of 2021, Wang Yu'an met an investor who appreciated her and was also one of her clients, and successfully attracted investment. In 2022, she bought a property of more than 500 square meters and renovated it into today's professional flower arrangement school. "We are not blindly expanding, but the previous business space is far from being able to carry the business volume at that time, so after the relocation at the beginning of 2023, our business exploded all of a sudden, which surprised and surprised investors. Wang Yu'an said.
Of course, the substantial growth of the business is also inseparable from Wang Yu'an's hard work and market vision. Wang Yu'an, who is strong, is still taking online classes even during the confinement period, learning employee management, making corporate articles of association and financial statements. The company and her have a team of 14 people, in her words, she is used by 8 people alone, and it is common for her to stay up all night, while other employees are a top one.
She has also implemented several fruitful initiatives in the past year.
First of all, she has greatly improved the professionalism and aesthetic taste of the company's internal personnel. "I gave the staff a salary to do training, including floral professional skills, lesson plan design, eloquence, environmental hygiene, etc., a total of six courses, more than two months before they were put into the state of work. Wang Yu'an said.
In the second half of last year, Wang Yu'an started to do his own thing. Because she was deceived by outsourcing companies one after another, she simply went to study by herself for two weeks, and after she came back, she opened five self-** accounts, and selected two good-looking employees among the employees to do live broadcasts, two times a day. Because of the accuracy of the fans, the live broadcast increased its fans quickly, and more than 400,000 yuan was realized in just two months.
The largest part of the business is still flower arrangement training, and Wang Yu'an is most confident that her flower arrangement training can help students land in business, because her business cases can be replicated. "Last year, two Nanjing students returned after completing their studies, and both of them developed the Chinese space art business one after another. Wang Yu'an said.
Whether it is to precipitate into a Chinese-style space, or to combine cultural tourism projects, or to go deep into the group of female entrepreneurs, Wang Yu'an said that she has been looking for the market demand for Chinese-style flower arrangement. "The first Chinese space customer came to us, and we were able to give him the icing on the cake, and the customers of other commercial space venues would follow suit and compete, and Chinese flower arrangement became an indispensable necessity in this industry. Wang Yu'an said that this is how the market for Chinese flower arrangement has been made from scratch.
In the article**provided by Wang Yu'an).
Written by reporter Huo Lijie).
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