This year's "Double 11" ushered in many "new favorites" in the e-commerce field, and many flower e-commerce companies also participated in this battle for traffic. However, on the eve of the war, the flower e-commerce "Youhua" announced that it would postpone the " Double 11 " consumer spending time, becoming the first flower e-commerce company to announce the postponement of delivery on Double 11.
On November 6, the official WeChat of the flower e-commerce "Youhua" issued an "Announcement on the Delayed Flower Collection of Double Eleven". The announcement showed that in order to ensure the quality of consumers' flower collection, the flower collection time of "Youhua" on November 11 and 13 will be adjusted, and will be postponed to November 18 and 20 respectively. At present, Huadianji, Huajia and other flower e-commerce companies that have already started promotions have stated that delivery will not be postponed during the " Double 11 " period.
Youhua said that the adjustment of the time to collect the money is a conclusion reached by the negotiation between the e-commerce platform and the express delivery company. On the one hand, it is difficult to meet the timeliness of logistics distribution during the "Double 11" period, so it is better to postpone delivery; on the other hand, flowers are extremely easily consumed and are greatly affected by external influences such as temperature, squeezing, and collision. If the delivery time and delivery process are uncontrollable during the "Double 11" period, the flowers will be lost, which will ultimately affect the customer's shopping experience.
According to relevant industry research data, the domestic flower e-commerce market size reached 16.88 billion yuan in 2016, and in 2019, the market size is expected to exceed 60 billion yuan. Since 2015, flower e-commerce has emerged and has gradually become the target of capital pursuit. But with its rapid development, users' complaints and dissatisfaction.
During this year's Chinese Valentine's Day, Huajia was collectively condemned by users on the official Weibo for delivering empty flower boxes, slow order logistics, and forced postponement of ordinary orders, so they had to close the comments. Coincidentally, during the Chinese Valentine's Day, I also spent some time and received complaints from many users for privately extending the logistics time and failing to deliver the order on time.
In the face of similar major events, flower e-commerce often exposes "fatal injuries" in logistics and distribution. In the view of industry insiders, quality control and timeliness are key factors affecting the consumption experience of flower e-commerce, but because the middle must go through the logistics link and often can only rely on third-party logistics, it is difficult to control both. How to weigh the pros and cons between user experience and huge traffic is a problem that flower e-commerce has to consider.
According to previous forecasts by relevant personnel from the State Post Bureau, the express delivery volume during the " Double 11 " period in 2017 will exceed 1 billion pieces. Under such huge warehousing and distribution pressure, although delaying delivery is a delaying strategy for flower e-commerce, it can at least play a role in reducing the risk of product loss and ensuring shopping experience. However, as the saying goes, "A monk can't run away from the temple." Only when the pain points in logistics and distribution are completely solved can flower e-commerce get rid of the "dilemma" in the future.
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