If the current fast food delivery market is basically saturated, then the flower delivery market has become the next battleground for platform enterprises. According to iiMedia Consulting data, the scale of China's flower e-commerce market will reach 70.7 billion yuan in 2023 and is expected to exceed 140 billion yuan by 2026. "

As this passage shows, in addition to traditional hot fields such as takeaway and intra-city delivery, the flower industry has become a new track and a new round of competition for major Internet companies. Didi, as the number one player in the travel industry, has recently seized the opportunity on this track.

On Women's Day, the number of orders for Didi flower delivery soared by 19 times

According to the latest data released by Didi, the number of orders for Didi Express flowers increased by 19 times month-on-month in March this year. Among them, Urumqi, Chengdu and Chongqing are the three cities with the highest number of orders for Didi Express flowers. From the point of view of the distance of sending flowers, the farthest order reached 66 kilometers.

The rapid growth of such data is largely due to the "Send You a Spring" campaign vigorously promoted by Didi. In order to attract more users to experience flower delivery services, Didi provided logistics discounts for flower delivery orders during the event. At the same time, a variety of "flower" prizes are also prepared to stimulate the enthusiasm of users to participate.

From the perspective of user experience, many people also favor Didi's direct car delivery service to choose its flower delivery. Compared with ordinary two-wheeled errands, the car direct delivery space is larger, the delivery is more stable, and the delivery range is further expanded. This is exactly what meets the requirement of "zero collision" in the transportation of flowers.

"I live in Dayi County, and my girlfriend lives in Longquanyi District, so it's not very convenient to meet each other. On Women's Day, I specially bought flowers to surprise her, and Didi car delivery helped a lot. Mr. Li, a user, is one of the beneficiaries.

Efficient freight transportation makes it faster for flowers to be "delivered directly to the greenhouse".

In addition to a number of offers and services such as direct car delivery for C-end users, Didi also made a big fuss about the B-end supply chain. Zhao Hui, general manager of Didi Delivery, said frankly: "Flowers are fragile products, and demand fluctuates greatly, which requires high supply chain resilience and stability. This is where Didi delivery comes in. "

According to reports, Didi delivery can provide 21 different models of delivery services, from a bouquet of flowers to a car of flowers can be satisfied. Each order is also equipped with cargo damage insurance to provide transportation protection for cargo owners. In the month of March, Didi's orders for flowers increased by 54% year-on-year. Among them, Chengdu, Hangzhou and Chongqing are the three cities with the highest single volume.

The advantages of Didi's efficient freight services are helping more and more flower farmers and flower merchants solve the "last mile" problem. Ge Rui, deputy general manager of Mengjinpeng Flowers from Kunming, once complained: "In the past, we used to raise our own cars to deliver goods to the market, and we couldn't be busy as soon as we increased the amount. After switching to Didi trucks, there are many models, fast response, and most importantly, less cargo damage. "

The owner of a flower merchant in Wenzhou even pulled back a truckload of flowers from Xiamen at one time through Didi delivery. Didi driver Master Liao drove more than 500 kilometers in 8 hours, helping them to open up the last kilometer of "direct access to greenhouses".

Flower merchants and truck drivers win

"As a sunrise industry, the flower e-commerce market has great potential. However, the development of the entire industry is inseparable from the support of an efficient supply chain. This is not only what businesses are eager for, but also the 'last mile' problem that we must solve. Zhao Hui said.

In fact, improving the efficiency of the supply chain through the business of delivering flowers is not an "accidental" move by Didi. It is the original goal that it has always adhered to. Didi's purpose is to connect the supply and demand ends, so that resources can fully flow and release their maximum value.

For a long time, the lack of effective integration of truck capacity has become a bottleneck restricting the development of the industry. While consolidating its travel business, Didi has also set its sights on the freight track. With its leading technology and mobility advantages, Didi began to gradually build its own "freight empire".

From the establishment of the freight division in 2022, to the merger and acquisition of cargo lala in 2023, to the active layout of cold chain freight business such as flowers this year, Didi is accelerating the horizontal "seamless coverage" of the freight field.

At the same time, Didi has also done enough "homework" on the ecology of freight drivers. According to the "2023 Didi Freight Driver Ecological Report" released by it, more than one million truck drivers took orders on the Didi delivery platform last year, and their employment satisfaction increased by 20%. 7. The order process is more efficient, and various security measures such as empty driving fees, road and bridge tolls, and cargo damage have also helped truck drivers tide over the difficulties and released more fleet vitality.

Judging from the current situation, Didi has been effectively promoting the development of the flower supply chain and driver ecology for the better. Compared with traditional outsourcing companies and individual service providers, cooperative online booking platforms are undoubtedly more cost-effective, brand awareness and service guarantee, and are becoming a new choice.

"We look forward to attracting more flower merchants and consumers through high-quality services, and working together with truck drivers to achieve a win-win situation and jointly promote the upgrading of the industry. Zhao Hui is full of expectations.

So, in this trillion-level flower market, can the Internet giant Didi use its own advantages to reproduce the myth of domination in the field of travel? At the same time, it is also hoped that Didi can uphold the principle of fairness and justice in the operation of flowers, and inject sustainable development into the flower supply chain.

Do you have any thoughts on whether Didi can break the flower industry?, and welcome to speak freely in the comment area, like and forward this article.

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