"National style" meets "cultural and museum fever", Chengdu Museum cooperates with Meituan to launch a new Chinese-style bouquet with cultural and museum themes
2024-08-11
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"My wife is a fan of 'Chinese style'. I send her flowers every Chinese Valentine's Day, but I want to give her something different this year." On Chinese Valentine's Day, Mr. Tang, who works in Chaoyang District, Beijing, ordered a new Chinese-style bouquet of "Dunhuang Museum co-branded Saishang Luan Ge" from the "Xiaochun Rihe" flower shop on the Meituan platform. "This bouquet has 13 roses and Dunhuang cultural and museum elements. My wife was very happy when she received it."
This year, on Chinese Valentine's Day, Meituan Flash Purchase teamed up with about 30,000 flower shops across the country to launch new Chinese-style bouquets with "national style" elements. At the same time, the platform cooperated with Chengdu Museum, Henan Museum and Dunhuang Museum to launch cultural and museum-themed bouquets to meet consumers' diversified flower purchasing needs and jointly promote the prosperity of "national style".
▲The new Chinese-style bouquets designed by the "Xiaochun Rihe" flower shop are themed on museums in Chengdu, Henan Province, and Dunhuang City. (Photo by: Xie Wei, the owner of "Xiaochun Rihe" flower shop)
The “New Chinese Style” trend is rising, and flower consumption is becoming more diversified
In recent years, along with the upsurge of traditional culture, "new Chinese style" has become a new consumption trend. This year, on the Chinese Valentine's Day, driven by the "national style" trend and flower consumption platforms such as Meituan Flash Purchase, consumers in many parts of the country can buy flowers with themes such as new Chinese style, cultural relics, and intangible cultural heritage, and the richness of flower products is increasing.
"Adhering to the common desire to help the prosperity of 'national style', we cooperated with Henan Museum, Chengdu Museum and Dunhuang Museum to launch new Chinese-style bouquets with cultural and museum themes during this year's Chinese Valentine's Day." According to the person in charge of Meituan's flash purchase flower business, Meituan and the museums have cooperated to design a variety of flower products in combination with the cultural relics in the collections of these museums. For example, the "Romance of the West Chamber Shadow Play Bouquet" in cooperation with Chengdu Museum is inspired by the love story in the Chinese classic play "Romance of the West Chamber" in the shadow play collection; the "Famous Lotus Cup Bouquet" in cooperation with Henan Museum is inspired by the cultural relic "Famous Lotus Cup", which uses lotus to convey the meaning of "purity and sincerity" of the cultural relic itself; the "Dunhuang Culture Joint Bouquet" in cooperation with Dunhuang Museum uses Dunhuang tones to convey the deep and classic Dunhuang elements.
Behind the "national style" themed new Chinese flowers, there are many figures who silently guard and inherit traditional culture. The "Xifanli" flower shop located in Chengdu will join Meituan Flash Purchase in 2023. Based on the "Romance of the West Chamber Shadow Play Bouquet", it has worked with the Chengdu Sanhua Sichuan Opera Art Heritage Center to create a Sichuan Opera theme bouquet. The owner of the flower shop told reporters that the members of the Chengdu Sanhua Sichuan Opera Art Heritage Center have been rehearsing and spreading Sichuan Opera for many years, and his flower shop hopes to cooperate with them, "using flowers as a medium" to do their part in spreading traditional culture.
"Opera is our traditional culture, but fewer and fewer people like it now. It needs the continued attention of the younger generation, so that it will not disappear. So we worked with the artists in the troupe to abstract the colors of Sichuan opera costumes and the style of opera, and incorporated them into the flowers," said the owner.
Teacher Wu from the Chengdu Sanhua Sichuan Opera Art Inheritance Center said that the troupe is composed of veteran Sichuan opera actors, and everyone's original intention was to use this bouquet of flowers to attract more people to pay attention to and protect Sichuan opera, a precious intangible cultural heritage.
▲The new Chinese-style bouquet designed in collaboration. (Photo by Zhang Tingting, owner of the flower shop "Xifanli")
Instant retail helps flower shops seize the business opportunities of Chinese Valentine's Day
A bouquet of new Chinese-style flowers connects the guardians and lovers of traditional culture. Through tens of thousands of flower shops on the instant retail platform, these new Chinese-style bouquets carrying traditional culture are sold nationwide, spreading the "national style" while also bringing more business opportunities to flower industry operators.
It is understood that during this year's Chinese Valentine's Day, Meituan Flash Purchase launched a number of business support initiatives for flower merchants: helping merchants identify hot-selling products based on platform search data as a reference for their stocking; providing users with classified style recommendations to promote the matching of supply and demand for flower consumption; and guiding merchants to grasp consumption trends and design and launch more new Chinese-style and customized bouquets.
At present, consumers are becoming more and more accustomed to the instant retail model of "ordering flowers for takeout and conveying their feelings anytime and anywhere". The instant retail consumption platform of flowers has also guided the "quality" and "diversification" trend of flower consumption by enriching the supply of goods and improving the quality of supply. In 2022, Meituan's flash purchase flower business launched the "Youhuayang" project to create a special business area for boutique flower shops, launch special assistance measures, and create a high-standard industry ecology. This year's Chinese Valentine's Day, more than 2,000 "Youhuayang" flower shops across the country, represented by Beijing's "Xiaochun Rihe" and Chengdu's "Xifanli", originally designed a variety of new Chinese-style bouquets, becoming the main force in spreading the "national style" with flowers.
At the same time, in response to the growing demand for high-quality flowers in the lower-tier markets, instant retail platforms are also promoting the operation of flower shops in the lower-tier markets. This year, during the Chinese Valentine's Day, Meituan Flash Purchase guided flower chain merchants to open stores in many small and medium-sized cities across the country, and launched support measures such as supporting merchants to flexibly adjust delivery methods, helping merchants estimate traffic, and providing product selection suggestions, helping merchants expand sales channels and tap new business opportunities in the lower-tier markets.
