2 Twenty or thirty thousand a leaf ？ Behind the explosion of plant consumption “ Open Conspiracy ”

source ： The Tao always makes sense （ID：daotmt） author ： Dao Zong

From young people willing to spend tens of thousands to buy potted flowers , The plant world seems to have never stopped

Fairy tale tree 、 Golden Spring feather 、 Platycerium 、 Muscari …… I don't know when , Plants have changed , It has become a new carrier for this generation of young people to show their aesthetic taste , Balcony bathroom desk can be the decoration space for growers everywhere , Even a bunch of garlic sprouts can climb the hall of elegance .

But garlic sprouts are still a few , Those seemingly ordinary green plants are likely to refresh ordinary people's consumption view . before , On the little red book, there is a blogger drying out a basin of orange handle brocade in his notes , The price is as high as 34000 . Similarly, , The price of a pot of white tears in Taobao live studio is 9 ten thousand .

Playing with flowers and grass has never been a money saving activity . The enthusiasm of the older generation for Clivia once touted it as a financial product , The treasures in the hands of the young generation are often five digits . The deep and shallow green seems to become a fashion shoe in the social circle 、 Blind box 、 Another large flow artifact behind the Han suit .

from 2020 Year begins , The demand for hot planting is rising , The price is also soaring , At least, it will rise three or five times 、 More than a dozen times , One leaf of orange stalk brocade can be fried to more than 20000 , It can be called a golden leaf , But it can still attract the young people who raise them , Put a lot of money in the pocket of the merchant .

01 plant “ Pan gold ” Heat has a long history

The crowing of priceless plants rises one after another .

last year 6 month , A white brocade turtle backed bamboo with old leaves was auctioned on the New Zealand auction website 12.3 Ten thousand yuan , A plant wall in the home of Deyun actress Meng Hetang was jokingly claimed by fans to be able to take a suite . The extravagance of plants can be traced back to 17 century , At that time, the Dutch were crazy about tulips , A pot of flowers will become wealth 、 status 、 A symbol of identity .

No matter what age , The madness degree of priceless plants only increases .

17 The Netherlands of the century , A rare tulip can be worth a garden house in the center of Amsterdam . This side of the ocean , Domestic Clivia is the wealth password of countless people ,1980 Northeast China in , Changchun Clivia industry office data shows , The average house price in Changchun 280 Yuan Yiping , A basin of Clivia can also be exchanged for a suite .

today , Although tulips 、 The myth of Clivia has faded and disappeared , But there are still people going forward one after another for five digit plants , Even the global plant consumption atmosphere is extremely strong . JD.COM 2020 The youth consumption data released in shows , Young people's consumption of flowers and plants has increased year on year 35%.

picture ： White brocade turtle back bamboo

alike , The United States 《2020 Indoor plant report 》 Show , Compared with the previous concept of easy maintenance , Today's young people obviously prefer unique and rare plants . According to the Dutch Flower Association , Flower consumption in some countries such as Japan and the United States accounts for% of the global flower market 30%-40%.

Young people raise pets and plants , This is a benign catalyst for the whole industrial chain . Take China as an example , Potted roses in our country are from 2013 It has developed rapidly since , The annual output is about 3000 Ten thousand pots , Annual production and sales of Anthurium andraeanum in China 4000 Ten thousand pots , The annual output of xiaohongzhang is 15% Increasing speed of , Market share is gradually rising .

China's flower export has also increased in recent years , According to Customs Statistics ,2022 year 1-4 month , The export volume of flowers and plants in China is about 1.58 Billion dollars , Year-on-year growth 3.48%. It's just , Due to the climate and environment , Those tropical plants with the most traffic signs on social platforms still need to be imported in large quantities .

The Netherlands and Thailand have always been the leading import markets of flowers and plants in China ,2022 year 1-4 month , China imports from the Netherlands 1964.1 Thousands of dollars , Of total imports 34.39%. Thailand is dominated by tropical plants , At the same time , China imports flowers from Thailand about 583.4 Thousands of dollars , Year-on-year growth 18.15%, In total imports 10.21%.

Plant consumption at home and abroad is complementary , California's meat is placed in office buildings in Beijing, Shanghai and Guangzhou , Red palm rose Phalaenopsis is also in full bloom on Sunset Avenue , The scale of the global flower and ornamental plant market has soared 481.5 Billion dollars , Under such storm , Scenes of strange plant thieves are also being staged .

Count the years in detail , The temptation of huge profits makes California 、 South Africa once became a new gold rush .2017 year , A post office in Mendocino, California, found a large number of succulent plants sent overseas ;2018 year , California was stolen 5700 A succulent plant , Cumulative value 60 Thousands of dollars .

The North Cape and the West Cape provinces, where plant poaching is the most serious in South Africa , since 2021 Arrive at the beginning of each year 8 month , More than... Per week on average 2500 A wild succulent plant of the genus Echinacea was stolen . last year 3 month , American documentary 《Plant Heist》 It's about California's crazy behavior of poaching plants for profit .

From young people willing to spend tens of thousands to buy potted flowers , The plant world seems to have never stopped .

02 Parties overweight , A plant plot ？

In the end, who will hold pots of green plants on the flow table ？ There may be more than one answer .

Take the tuberous root plants that were initially fashionable as an example , Pile up explosive root plants on social platforms , There is a special trend brand behind the pan Qiu Festival Neighborhood. It is reported that ,Neighborhood Shinsuke Takizawa, the person in charge of, has a brother who is a botanist , Affected by this , He built a greenhouse for hundreds of root tuber plants at the headquarters of the company in Tokyo .

In the field of fashion , Anything can be defined by fashion , Plants are no exception . Takizawa regards root plants as models , Flowerpots are decorated for wearing , In an instant, there was a green storm . How popular is this kind of root tide play ？2017 year ,Neighborhood Launch surrounding sub brands SRL, Main planting tools and flowerpots .

And then , Takizawa Shinsuke and Japanese trend master Fujiwara jointly released a root pot , The price of scalpers was fried to 40000 ,2019 year ,invisible ink And SRL Co branded limited offering L Number MEX Design basin , The market price is 33000 element . thereafter , Many plant fashion brands have risen in response , Famous plant shop BOTANIZE And Medicom Toy Launched a co branded doll , Even with VANS Co branded Era Shoes .

without doubt , A leaf can dominate the fashion field , Countless spectators and pushers stand on the vein , More Than This , The green plant trend also attracted luxury brands to step down “ Marvel at flowers ”. This year, 1 month ,Burberry Released a group of fashion blockbusters with Klein crystal candles and famous veins of green velvet held by models , Completely high-end plants .

Similarly, , Italian sofa brand B&B Italia When shooting advertisements , Plants will also be used to set off the atmosphere ; IKEA has a special brand of green plant insulation equipment , From time to time, green plant home layout plans are also released on social platforms ; Home brand 、 Fashion brands 、 Luxury brands …… Young people are attracted by the full house of oxygen at the same time , Perhaps there are many forces standing on the interest chain .

in fact , Green plant consumption has always existed in all kinds of commercial marketing , Especially home decoration . Before plants are linked to fashion taste , Most of the time, it is environmental protection function . According to the Garden Pals statistics , Indoor plants can be in 24 Clear the air within hours 87% The toxin of ,OnePoll And home e-commerce Article Jointly sponsored research , Home aesthetics is the primary reason for young people to buy green plants .

《2021 Research Report on employment and residence of graduates in 》 Show , Young people move to new houses , The proportion of buying green baskets and meat and other plant decorations is even greater than the top-grade home “ small home appliances ”.

Push down again and again , Green plants have become a new favorite of young people . According to a survey , Now on an e-commerce platform , Green plant related products include 20 More than ten thousand , Than 2019 It rose in the same period of the year 50％. It is worth noting that , Green plants add luster to the brand at the same time , Also gradually separated from small stall retail , Focus on scale and branding .

2022 year ,CN10/CNPP The brand data research department specially released “ Top ten green plant potting brands ”, Including the brands that consumers like potted plants 、 Consumers pay attention to potted plant brands , Later, it even released “2022 Ranking of top ten nutrient soil brands in ”. The green plant brand on Tiktok is also in full swing .

Take the top three in the comprehensive goods list “ Young people ” For example , The repurchase rate of QingChuang is as high as 45%, The average daily traffic of live broadcast is stable at 25 to 30 Thousands of people , Average daily turnover of green plant products 1 About ten thousand , The maximum daily turnover reached 187 Ten thousand yuan , Since the establishment of the brand, the sales volume has exceeded 3000 Ten thousand yuan .

Maybe not for long , Buy a pot of fortune tree and also weigh what brand it is .

03 “ cage-free ” Plant , Roll up maintenance technology

A big shed , Several assistants , Thousands of pots of meat …… This is the new occupation born under the flood of green plant consumption of young people “ Fleshy foster care master ”. before , Taobao released 《2021 Taobao's unpopular new career observation in 》, Emerging fleshy foster care masters are impressively listed . It is reported that , This profession is dedicated to providing foster care services for meat lovers , We need to show the growth situation to customers through photos or videos every day .

Enjoy the process of plant growth , Young people who don't have time for careful maintenance obviously grasp a lot . According to the survey , Generally, the charging standard of multi meat foster care per square meter per month is 98 yuan , Those less than one square meter will be charged according to one square meter , The average monthly income of fleshy foster care providers in the world can be as high as 2 ten thousand .

A succulent foster care teacher previously reported in the news , There are two greenhouses dedicated to foster care , The monthly income can be as high as 50000 , The longest one has been fostered 2 More years . Keeping plants seems to be different from keeping pets , The latter at least needs to roll the dog and suck the cat from time to time , But it seems that plants only need to witness their growth process in exchange for a rare comfort .

Participate in planting but don't want to start , There is no time , Second, there is no equipment . Yunyang army has always been active in the real world . According to Taobao live data , Taobao live cloud support users reached 200 ten thousand people , among 80% The above live audience of Yunyang comes from first tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen , Most of them need to relax and decompress , But work squeezes most of the time .

Besides , Raising plants costs as much money as any hobby circle . It is reported that , Some planting enthusiasts have specially prepared one for nearly 300 pots of tropical plants 80 What a flat greenhouse , Air conditioner 、 The light 、 Tidal seedbed 、 Automatic watering equipment …… Just spend it 20 More than ten thousand . Time, energy, money , The triple pressure makes the planting army turn its attention to the foster care division .

But in fact , Except for niche occupations , Buddha cultivation also indirectly rolled up the technological research and development of the flower and plant industry . It is reported that , In order to facilitate the maintenance of this generation of young people , Some florists cultivate the most 8 Phalaenopsis without watering for months , Orders for this year's women's day have increased compared with last year 20%.

More interesting , Green plants are even growing intelligently . last year , A smart greening brand of home public housing suddenly became popular , This company has successfully collected big data 1.5 Ten thousand data collection points , Cumulative establishment 40 A variety of plant conservation databases , The soil moisture is also calculated by algorithm 、 fertility 、 Human touch three sensors for fusion , The survival rate of plants in half a year is as high as 95%.

There is more than one similar case ,2022 Tianjin Science and technology award Conference , There are green plants on vehicles . The car is equipped with a sensing device that can monitor the growth state of plants , It can be interconnected with the owner's mobile phone through Bluetooth , Real time observation of plant water 、 Nutrients 、 Growth status and other indicators , And timely remind the owner to water the plants .

Punk cultivation is imminent ,《2022 Global green skills report 》 It is proposed that , In the past five years , The recruitment scale of jobs requiring green skills is based on 8% The rate of growth . Some people in the pet industry once dreamed of eating and drinking by themselves , A cat that solves all aspects , Maybe this fantasy can happen first in the planting industry .

Where does the wind blow , Where it will become a spring .