导读
muqian，guoneidexianhuasudishichanghaihennianqing，dayue 2000nianjiuyouxiehuadianshishuiwangluo，houlaiyiqundifangxinghequanguoxingdexianhuawangzhanruyuhouchunsunbandizaihulianwangshangyongxian。jubuwanquantongji，muqianzaiwoguoyuxianhuayuding、xianhuasudixiangguandewangzhanhewangdianyiyoushuwanjia，zi2010nianqixingyefazhanyehenxunmeng，danzhenzhengjingyingchusedeliaoliaowuji，zhengtiqingkuanglaikanhuahuidianshanghaichuyudianshangfazhandechujijieduan。
花卉电商的状况
huahuixingyededianzishangwubingbushixinxingshiwu，yixiehuahuiqiyezaozaibenshijichujiukaishitansuowangluoxiaoshouqudao，jushangwubuqunian9yuegongbudetongjishujuxianshi：2012nian，woguowangluolingshouzongechaoguo1.31wanyiyuan，tongbizengzhang67.5%；yu5nianqianxiangbi，2012nianwoguowangluolingshouezengzhangle20duobei。zaidianzishangwukuaisufazhandeguochengzhong，huahuixingyedewangluoxiaoshouyeqiaoranxingqi，zi2010nianqijinruleyigekuaisufazhanqi。
结构不平衡
电商平台上大企业和一些小户发展状况较好，而中等实力的企业不如预期。大企业实力较雄厚，网店规模和声势较大，有专业运营人员，抗风险能力强，看准这一市场后能长久坚持。小户在网络方面的前期投入不大，只要商品够独特、品质优良、便于运输，在赢得良好口碑后容易收回成本平稳发展，但大部分小户难以承受“持久战”的损耗，在网络透明的价格战中易消亡。中等实力企业有传统渠道支撑，电商投入力度不够，或者在投入方面的评估不准确，投入大，使得坚持时间短容易被拖垮；投入小，达不到预期收益效果易“默默无闻”
试水者众多
chuantonghuahuishengchanxiaoshouzhedexinxihuachengdudi，yeneibudaoyibandeqiyeyongyoudianshangpingtai，duoshuyoupingtaideqiyezaiyingxiaotuiguangfangmiantourudejingliyouxian，renzhishanghaimeiyoucongzhanshipingtaifazhandaoxinqudaojianshedegaodu，daduoshushangjiaduidianzishangwushichangrengchuyushitanjieduan。
鲜花作为礼品在网上销售起步更早，一些实体花店和虚拟花店在网络客户维护上花费了不少精力，再加上现在有异地配送业务，鲜花销售网络化程度更高。但现在鲜花网销批发较少，除了进口花材逐渐推广网络订购外，国产切花大多仍是在基地或拍卖市场现场购买。在营销方面，大多数零售花店在网上耗费精力有限，都是坐等生意上门，网店不是主要销售渠道
制约花卉电商发展的瓶颈
电子商务本身拥有众多优势，但嫁接到花卉行业中，后者的产业特性又成了电商发展的桎梏。花卉产品不同于服装、电器等工业化生产的产品，其产业发展受到物流、标准化、从业者素质等多重制约，在享受电商平台带来便利的同时，它也有自己的“苦恼”。
物流体系不健全
物流问题是花卉行业发展电子商务面临的最大“敌人”。服饰、电子产品等商品网销的兴起伴随着物流的发展完善，花卉产品也可借助现有物流平台，但损耗、季节性问题突出，而花卉专业物流平台发展缓慢，成本较高，短期内无力改变现有状况。花卉行业现有冷链物流、同城配送、第三方物流三种运输模式。国内冷链物流刚刚起步，基本不直接为电子商务服务。广州联合花运花卉营销有限公司作为国内专业的盆花冷链物流公司，现有广州至北京专线，并将开通珠三角地区的同城配送，但现有运力和路线远不能满足市场要求，不提供零售配送服务
产品标准化滞后
缺乏统一的产品品质分级标准制约着花卉产业发展。在欧美等发达国家，盆栽产品有严格的筛选标准，对高度、冠幅、花朵数等生长指标控制严格，而国内行业标准滞后，产品品质分级模糊。一些假冒伪劣产品借机进入网络平台“浑水摸鱼”，影响消费者网购信心，也影响了行业整体信誉，如江苏宿迁就从花木之乡成了“假货产地”的代名词。国内花卉产业的生产现状一时也难以达到标准化水平。国外花卉种植中，应用各种设备实现精确控制，而国设施农业水平不高，种植主要依赖经验，生产者技术水平和地域的差异使得同一品种花卉的品质千差万别
从业者慢热心态
dabufenshengchanzhehejingxiaoshanggushouchuantongqudao，bucanyuhuoduixinyingxiaoqudaoqianchangzhezhi，tounaozhongguyoudepifa、lingshoumoshigenshendigu。jingyingpifamoshideqiyebuyuanshezudianshanglingyu，zaitamenyanzhongdianshangdaibiaolingshoushichang，zheishi“mafan”dedaimingci，danbijiaoyiexiao、goutongshijianzhang、wentiduo，erqietamenduidianshangpifatongyangburezhong，yinweitamenrenweikehuzongxihuanshidikanhuo，wangluozhinengshi“baishe”。lingshoushichangdeshitishanghutongyangbuyuanyizuowangxiao，beijingyuquanyinghuahuishichangdeyiweishanghugaosujizhe，tazuowangxiaoshijuedejiaoliu、baozhuanghaofeishijianzhang，yingxiangleshitidiandejingying，erqieyouyushiwuyuzhaopianbutong，huozhewuliuwentihuifashengtuihuohechaping，yuwuliugongsideliyijiufenchangbulelezhi，zuowangxiaojiushi“peibenzhuanyaohe”
花卉电商的三大优势
genjuzuixindediaochajieguoxianshi，muqian80%degongzhongxuanzecongwangshanghuoquxinxi，jin50%degongzhongyouguowangshanggouwudejingli。youkejian，dianzishangwuzuoweiyizhongdichengbendeshichangtuiguangjimaoyigongju，shiyizhongbukenidequshi，youzhejudadeshichangqianli。
1、便捷性
liulanwangye，dianjishubiao，duixiaofeizhelaishuo，liyongwangluopingtaijiaoyidebianjiexingwuyongzhiyi。yijizhecaigouweili，congliulandaoxiadingdankezaiyixiaoshineijiejue。danruguoquhuahuishichangxuangou，congnansanhuandaozuijindeyuquanyinghuahuishichangxuchengzuoliangbangongjiaoche，haoshibangexiaoshi；daonansihuanhuamuzhongxinhuojiuzhouhuitonghuahuishichangdeng，xuchengzuoliangbangongjiaoche，huafeijinliangxiaoshi。erhenduorenduihuahuishichangbushuxi，buyuanzouchujiamenqushichangxuangou。tongshi，putongshichangshangmeiyoumeiguolanxinghua、“duoduoluodexiaotideng”dengchanpin，yixieduoroupinzhongyezaishichangshangbuchangjian，wangluojidadifengfulechanpinpinzhong。
duixiaoshouzhelaishuo，wangluodebianjiegaoxiaotongyangbuyaneryu。“gongsi2007nianzaicikaitongwangluoxiaoshoupingtai，xianzai95%dekehudoutongguowangshangdinggouchanpin，yinweitaifangbianle。”beijinghuaerduoduohuaxianzinongyeyouxiangongsizongjinglicaoyumeijieshaoshuo。zhenduizhongzizheizhongbiaozhunhuachengdujiaogaodechanpin，kehugengyijieshouwangshangdinggoudefangshi，yixiejingxiaoshangjibianzijibuhuiyongdiannao，yehuirangzinv、yuangongbangmangzaiwangshangdinggou。penhuazhongbiaozhunhuachengdujiaogaodexiaopenzaichanpinwangxiaoshuliangyejiaoda，binfenyuanyiquanbucaiyongwangluopaimaixingshi，shezhileshanghaixian、kunmingxiandengdinggouzhuanxian，kehucaigoushifenfangbian。ciwai，liyongwangluopingtaishouji、fenxikehushujuhuibiandegengrongyi，duiyubawoqiyefazhansudu、fangxiangdengyoubangzhu。
2、开放性
wangluoshikaifangdexunishijie，gongsizhiyaozhucewangzhanjiunengweiqiyeziwoxuanchuandajianpingtai，zouchudiyuxianzhi，xiangquanguodehuahuijingxiaoshang、xiaofeizhejieshaoziji。juzhongguohulianwangluoxinxizhongxin（cnnic）fabudeshuju，jinnianshangbannian，woguoxinzengwanggouyonghu2889wanren，zongshuyidadao2.71yiren。yixieqiyezebenzheziwoxuanchuandemudexiyinqianzaixiaofeizhe，wangluotigongleyigedafanwei、dichengbendepingtai，liyongkaifangdewangluoketongshidaliangjiechuqianzaixiaofeizhe。erqieb2cdezhixiaomoshijianshaolezhongjianhuanjie，shishengchanshanghezhongduanxiaofeizhedouhuoli。dianzishangwushixianshangjiaxuanchuanyuxiaoshouliangzhonggongxiao。
kaifangxingpingtaiyeyouzhuyugaishanxianzaishengchanshangbulideshichangdiwei。jinnianlai，huahuixingyemouxiechanpingongguoyuqiudewentizhujianxianxian，zaishengchanshangyujingxiaoshangdeboyizhong，jingxiaoshangmingxianzhanjushangfeng。mianduichuhuokunnanhexinchanpintuiguangbulidewenti，qiyexiwangbawangluoqudaozuoweizhanshipingtaituiguangziji，dapojingxiaoshangxiechi，xunqiubeidongjiangjiazhiwaidechulu。erzaixiandinggouchanpinbixuwanchengzaixianzhifu，zheiduiniuzhuan“daimai”、“shezhang”fengqi、weihuqiyezijinliananquanyehenzhongyao。
3、稳定性
针对动荡不安的花卉市场，电子商务这个虚拟平台反而更“牢靠”。在城市快速发展过程中，不少花卉市场面临拆迁的命运，北京的白盆窑遭遇连环拆、成都的金林湾正在拆迁中、北京九州卉通花卉市场准备拆迁中，不少省市的花卉市场都在拆迁、新建中辗转。电子商务平台需要的是设备而不是场地，只要有仓储或生产基地，在物流覆盖区域，这个平台“岿然不动”。
花卉电商的未来
电子商务发展潜力巨大，国内网上销售的商品总量已经占到零售总额的10%以上，而且这个比重还在逐年增加。然而现有花卉电子商务又面临诸多问题，出路在哪里？
商家有话说：
◎ caoyumei：youyuhuahuichanpindediyuxinghejijiexingwenti，xianyouwuliugongsinanyijiejue，danzhongguoyouzhengxitongyougengguangfandepingtai，jiejiariyingxiangxiao，huoxutongguoyouzhengxitongpeisongshigebucuodexuanze。
◎ helianqiu：wuliuwentishidianzishangwufazhandepingjingwenti，worenweiyouliangzhongfangshilaijiejuezheigewenti。yizhongshixingyexielifazhanlenglianwuliu，tongguomouzhongqudaojihedajiadeliliang，shenzhitongguoqitaxingyezibenjieru，dierzhongshijiyuxianyouwuliuqudaoshaixuanheshidepinzhong，ruzhongzi、zhongqiu、zhongmiao、xiaopenzaideng，zaishichangfazhanguochengzhong，zhuanyewuliuyehuihuanmanfazhanqilai。
◎ caoronggen：woguohuahuichanyedefazhanxianzhuanghexiaofeizhexuqiushuipingdetigao，yaoqiuwuliufuwushangjianjuzhenghewuliuhuodonghegoutongchanxiaoxinxidenengli，zuodaojinkenengjianshaozhongjianhuanjie，jiangdisunhao。zhengfu、qiyehexingyexiehuigongtongnulipeiyuhefuchidisanfangwuliulongtouqiye，mibuhuahuiwuliufuwuzhutiqueweishidangqianhuahuiwuliufazhandejinporenwu。
◎ liujianjun：xianjieduanyaoqiusuoyouyuanyiqiyeshengchangaopinzhi、tongguigedechanpinshibuxianshide，qiyedesheshihejishujichugeyoubutong，tongyipinzhongyenanyizuodaozhengqihuayi，suoyixianzaibinfenzhengzaifazhanjiamengjidi，youbinfenshedingchanpindeshengchanliucheng，jinxingjishubakong，baozhengchanpindepinzhihezhengqidu。
◎ 许林强：业内应更加注重花卉营销和借鉴外国经验，网络作为宣传和辅助平台十分重要，应该借鉴国外销售经验，选择国外网销较成功的品种也有助于形成错位竞争。
“云花【淘宝】行”案例
7yue31ri，taobaoshengtainongye、alibabajituanqixiadetuangouwangzhanjuhuasuanlianhetuichu“huijuyunnan，baiwanzhixianhuaqixidujiashiai”zhuantihuodong，zhengshizaitaobaowangshouyeshangxian。yunhuashourishangxianyushou，dinggourenshutupo1wanren；36xiaoshihou5kuantesehualichanpindinggouyikong，dinggourenshuyeshuaxinwei25456ren；3tianyushoujieshu，xiaoshouxianhuashuliangjinqicheng，dinggourenshutupo35000ren。
1、配送测试：
genjupeisongdebutongpinzhonghechanpin，jinxingcaizhaikaifangdu、caihoubaoxianchuli、baozhuang、wuliupeisongceshi，butongkaifangduzaisongdaxiaofeizheshouzhonghoudebutongbiaoxian，baoxianyechulishijianhelengzangshijianzhangduanhuaduobiaoxianchudebutongzhuangtai，zhixiangdaxiaoyijibanyunguochengzhongzhixiangbaozhuangchanpindeguding，48xiaoshipeisongshijianneikeyisongdadediquhechengshi……yixiliedechangshihegaishan，weizuizhongdechenggongpeisongdaxialejianshidejichu。
2、订单预售：
7yue31rizhi8yue2ri，jingguotaobaozhuanyecehuatuanduijingxindazao，bingbeifuyuaiqingzhutide11kuanxianhuachanpin，zaizhuanyemaijiakefurenyuandefuwuxia，jinxingwangluoyushou，suishigenjudingdanshuliangbianhuajinxinghuoyuanqueren。8yue3rikaishi，genjuyushoujieguotiqianjiangkehubaoguodanlurudayin，kaishianpaifahuo。
3、品质把控：
zaicaizhaiqian，duishengchanjidilideyuejiqiehuajinxingzhuanmenzhiliangjianguan，xuanqutongyikaifangdudeyuejiqiehuachanpinjinxingcaizhai，bingzaicaizhaihou30fenzhongnei，jiangchanpinjinpaozaibaoxianyenei。zaicaizhaiwanbihou，suoyouchanpinjinxingyulengchuli，bingyoukunmingguojihuahuipaimaijiaoyizhongxinduichanpinjinxingzhiliangfenji，zhijianrenyuantongguoduihuatou、jinggan、yepiandengjinxingxizhishaixuan，congchanpinzhongxuanqudadaochukouyaoqiudepin。
4、保鲜处理：
8yue4riqian，wanchenghuatong、lengkudeqingjiehexiaodugongzuo。maohua（weijingdaci、jianzhichulidexianhua）chulichangdiwendukongzhizai22℃yixia，baoxianyewendukongzhizai5℃yixia，maohuazaibaozhuangchangditingliushijiankongzhizai1zhi1.5gexiaoshi，baoxianchanpinquerenyijirongqineibaoxianyegaodu20limizhi25limi。maohuayulengwendu4℃zhi8℃，shidu40%zhi60%，cunchushijian1zhi3tian。chengpinhualengkuwendu4℃zhi8℃，shidu40%zhi60%，baoxianyegaodu5limi。huahebaozhuangcunchushijiankongzhizai12xiaoshinei，lengkuwendububian，bingyaoqiubaozhenghuatouyepianmeiyoushuidi，qiehuagenbubaozhengyouchongzushuifen。
5、物流配送：
zhenggehuodongchanpindewuliupeisongfenweiliangbufen：yishichandikunmingshiyonglenglianyunshuchejiangchanpinyunwangjihuodianhangzhou，lengzangchewendukongzhizai4℃zhi5℃，yeyoubufenchanpinzaikunmingtongguoshunfengkuaidizhijiefasong。ershizaihangzhoushiyongshunfengsuyundefeijiheyunshuchejiangchanpinfensanfasong，erjipeisongshiyaoqiukuaidiyuanjiangxianhuachanpinyouyuqitawupindiyishijianneisongchu，bansongfangshiyeyouteshuyaoqiu。weibaozhengxianhuapinzhi，zhenggepeisongguochengyaoqiuzai48xiaoshineiwancheng。
