Say it with flowers, but now say it online

Zhu Yueyi, founder and chief executive officer of Huadian Shijian.[Photo provided to China Daily]

Reflecting broad change

Huadian Shijian's Zhu says it also reflects another broad change. She said it can be seen that Chinese people's consumption patterns is upgrading, with money now spent on things previously considered to be "useless".

"When we were younger, parents always told us to do some thing meaningful, for example learning more English words instead of listening to music. But when we grow up, we come to realize that what has led us to become ourselves are the so-called useless things which can bring us happiness," said Zhu.

"Instead of changing the world, we think our mission is to warm our souls." Established in October 2013, Shanghai-based Floral Keys has grown to be one of the leading flower suppliers, combining online and offline services in the city.

The company now has five full-time florists, three part-time florists, and one photographer. At present, it owns four chain stores and 32 franchise stores in Shanghai. The plan is to set up 100 stores in the near future.

Apart from physical stores, Floral Keys also has a wide online network of sales, via WeChat and its own official online store. According to Guan Shengchao, marketing director of the company, the company's strength and consistency of its users come from the combination of online and offline sales.

"The thriving online flower shops signals the rise of the entire flower market. A few years ago, services such as providing monthly delivery services was something really inconceivable," he said.

"But now, the service has become really prevalent. It is driven by the upgraded consumption mode of Chinese people, who are attaching more importance to brand value and life quality. Therefore, price wars are not the way out for flower shop owners," he said.

As the company targets the mid-level market, the flowers it offers are relatively higher-priced when compared with its rivals. Its monthly service has prices ranging from 298 yuan to 598 yuan. It said the quality of its flowers has made the difference, with most of them imported.

"The roles of flowers vary. It seems they can be used for all occasions," he said. "The demand is solid during holidays. Sometimes they are even considered an affordable luxury. So, the combination of both online and offline stores can help to meet the demand of different customers."

As Mintel has discovered, the online-to-offline service is growing more popular among consumers and across a wide array of sectors in China's major cities. From retail delivery to door-to-door professional services. Traditional retail brands and start-ups are striving to convert consumer interest into sustainable business.