China E-Commerce: Online florist market a blooming sector

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China's online florist industry has witnessed sizeable growth, as much of the younger generation are seeking higher-end lifestyles through their purchases. In 2017, the online flower industry hit 3.3 billion US dollars in sales. CGTN's Zhao Yunfei has more on the blooming e-commerce sector.

Decorating a Christmas tree is a western tradition. But it's become popular in China, thanks to the booming online florist industry. It's part of the whole DO-IT-YOURSELF craze while friends and family enjoy the festive atmosphere.

At a shipping center run by e-florist platform, Hualijia, workers are sorting out branches of flowers. They get packaged and put in thermal bags before being sent to homes and offices in the Beijing-Tianjin and Hebei area.

WU YONGCHANG HUALIJIA FLORIST "Fresh flowers used to be a so-called gift consumption in an economic sense. Now they have become an item purchased on a daily basis. In the past, you only needed flowers for weddings. But now things have changed."

The online platforms have boosted the demand of flowers, therefore pushing prices lower.

ZHAO YUNFEI BEIJING "Most of China's flowers are grown in the nation's southern provinces. The branches travel thousands of kilometers to northern cities like Beijing, and are freshly delivered within just 2 to 3 days."

YANG PEIJIN ONLINE CONSUMER "We have a saying 'if you pass a rose to another person, your hands are left with a good smell.' The simple act that you are giving, and other people are receiving your good intentions. This can also give you a good feeling. For me, I think it just adds some excitement to my daily life."

Booking and buying flowers online has become a norm for youngsters like Yang Peijin. He picked up the habit while studying abroad, a strategy to enhance his happiness.

YANG PEIJIN ONLINE CONSUMER "It's just like you eat every day and you drink with your best friends. I believe that one day when society changes, having flowers every day will be the norm."

For white collar workers living in big cities, the scent of plants can perhaps ease their stress. Dong Jing likes to use flowers to decorate her office.

DONG JING ONLINE CONSUMER "The price is reasonable, and the quality is consistent. When me and my colleagues first ordered flowers online, we didn't expect this could turn into a habit."

Dong Jing says e-florists are marketing a lifestyle through what they're providing, which is seen by many as an up-scale purchase. She believes that through these small steps, she could pursue a more fulfilling and higher standard of living.

Zhao Yunfei, CGTN, Beijing.