在“亚洲花都”感受鲜花产业数字化 | The Blooming Digital Flower Industry
A crowded Kunming Dounan Flower Trade Market. By Wang Junxing
昆明斗南花卉交易市场人头攒动。王俊星摄
Dounan International Flowers Industrial Park in Kunming, Yunnan Province is full of more than 1,000 different kinds of flowers, making it a true flower wonderland.
红玫瑰、紫兰花……走进位于云南昆明的斗南花卉产业园区，交易市场里千余种鲜花争奇斗艳。
In the auction hall of Kunming International Flower Auction Center in the park, a different scene is presented, where a new Asian one-day auction record was set thanks to the introduction of e-auctions.
在园区的昆明国际花拍中心拍卖大厅，却是另一番景象：这里没有一枝鲜花，但依靠电子拍卖创下亚洲单日拍卖纪录。
电子“抢”拍：
一朵花的亚洲纪录
E-auction Flash Sales Sets New Asian Record
"Alright, get ready, now!" In the face of rapidly changing flower prices, having quick hands is vital. Senior florist Ma Jinke is nervous and excited. He buys tens of thousands of flowers every day, and in just a second or two, he must decide whether to place an order.
“快、快，按下去、快‘抢’……”这是拼“手速”的时刻，面对快速变化的鲜花价格，资深花商马金科紧张又兴奋。他必须在一两秒内决断是否拍花，每天要“抢”上万枝鲜花。
Dounan is known as the "flower capital of Asia", from where flowers are exported to more than 50 countries and regions. At the Kunming International Flower Auction Center, more than 4.5 million flowers flow out of the auction hall to all corners of the world every day, accounting for about 75% of the flower auction market in the park.
斗南被誉为“亚洲花都”，鲜花远销50多个国家和地区。在昆明国际花拍中心，平均每天有450多万枝鲜花从拍卖大厅“走”向各地，拍卖量占园区鲜花拍卖市场的75%左右。
Florists bidding in the auction hall of Kunming Dounan Flower Trade Market. From Xinhua News Agency
花商在昆明斗南花卉交易市场拍卖大厅竞拍。新华社
In the auction hall, 18 items of information, including variety, quantity, advantages and disadvantages of flowers are displayed on a huge LED screen in real time. In the face of the price reduction mode, purchasers must be ready to press the “buy button”, or they may end up empty-handed.
拍卖大厅巨大的LED屏上实时显示鲜花品种、数量、优缺点等18项信息。采购商面对降价式的鲜花拍卖模式，必须敏锐地按下购买键，否则可能“颗粒无收”。
"Flowers are easily damaged during transportation and trading, so they need to be traded quickly after they are cut." Feng Huaibin, deputy general manager of Kunming International Flower Auction Center, said that his company introduced the Dutch price reduction auction system in 2002 to promote flowers from counterparty trading to electronic trading through a non-contact mode.
“鲜花是易损品，采收后需快速交易。”昆明国际花拍中心副总经理冯怀斌说，公司于2002年引入了荷兰降价式拍卖系统，通过不见面、无接触的模式促进鲜花从对手交易走向电子交易。
"Because of the fact that the price is unknown and cash cannot be seen, the flower farmers didn't approve of this mode at first," auctioneer Chen Fei explained. However, the high-quality services provided here have attracted middlemen to join the auction, gradually creating a competitive atmosphere.
“不知道价格、看不见现金，最初花农不认可。”拍卖师陈飞说，他们提供优质服务，吸引中间商加入拍卖，逐渐带动了拍卖氛围。
"The auction volume of flowers on August 3 last year was 9.31 million, which set a new auction record for fresh cut flowers in a single day in Asia." Chen said that in the auction center, the initial three trading clocks and 300 trading seats have been expanded to 12 clocks and 900 seats. Last year, the total auction volume reached roughly 2 billion, the best result since the opening of the market.
“931万枝是去年8月3日的拍卖量，也是亚洲鲜切花单日拍卖纪录。”陈飞说，中心从最初的3口交易大钟、300个交易席位，成长至12口交易大钟、900个交易席位，去年鲜花拍卖量约20亿枝，创造了开市以来最好成绩。
A live streamer enthusiastically introducing flowers to the online audience. By Wang Junxing
主播热情地给线上观众介绍鲜花。王俊星摄
Gu Chaofei, director of the Management Committee of Kunming International Flower Auction Center, explained that the committee has actively guided enterprises to develop online e-commerce platforms and taken many measures to promote the transaction volume of fresh cut flowers, with the transaction volume finally exceeding 10 billion.
斗南花卉产业园区管委会主任顾朝飞介绍，园区积极引导企业开发线上电子商务平台，多举措助力鲜切花交易量、交易额双双“破百亿”。
线上销售：
“云上”驱动冷链送达
Online Sales: Cloud-driven Cold Chain Delivery
"Come on, everyone! Place your orders as soon as possible. As soon as the stream is finished we will start sending out the goods." In Dounan flower trading market, Bi Qianqian, wearing fashionable clothes, is enthusiastically introducing flowers to the online audience. Two years ago, she started selling flowers through livestreams.
“家人们，下单要趁早啊，主播一会儿就下线发货了。”在斗南花卉交易市场，衣着时尚的毕茜茜正热情地给线上观众介绍鲜花。2年前，她成为一名鲜花主播。
When walking through the market, we encountered a whole bunch of livestreamers selling flowers, making us realize the power of online consumption. "The most I’ve sold is 200,000 flowers in an hour." Bi Qianqian said that livestreaming has become an important way to sell flowers. Now she only receives a certain number of orders every day. "We should not only try to sell as much as we can, but also ensure the quality."
在市场里，记者不时看到鲜花主播的身影，感受线上消费的大能量。“我的纪录是1小时卖出20万枝花。”毕茜茜说，直播已成为售花的重要方式，现在她每天只接一定数量的单，“不是卖得越多越好，还要保证品质。”
Early in the morning, Wang Bing, a florist working at the market, has already completed several transactions on the e-commerce platform. When he is finished preparing the goods, an express delivery worker is already waiting for him at the agreed place to load the boxes of roses into the cold chain car.
一大早，市场的花商王兵已在电商平台上完成多笔交易。在他备货时，快递小哥已等在约定地点，随后一箱箱玫瑰等被装进冷链车。
Live streams drive online sales of flowers. By Wang Junxing
花卉直播带动鲜花线上销售。王俊星摄
"Through data analysis, we actively guide transport capacity, venues and other resources. In the first week after this year’s Spring Festival, we transported more than 3,500 tons of flowers." Yang Jinglei, head of Yunnan flower project of SF-Express Group, introduced that they have set up a transportation support group to create a multi-dimensional transportation mode of "aviation + high-speed rail + cold chain" to ensure transportation quality.
“通过数据分析，我们积极引导运力、场地等资源，今年春节后第一周我们运送了3500多吨鲜花。”顺丰速运云南鲜花项目负责人杨景磊介绍，他们成立鲜花运输保障组，打造“航空+高铁+冷链”的立体运输模式，保障运送品质。
"The demand for flowers in second and third tier cities is increasing." Jin Bo, vice president of Dounan Flower Industry Group, said that in the past, 90% of Dounan flowers were transported by air. Sometimes, due to re-distribution, disassembly and transshipment, the transit time was prolonged, which increased the loss. The park management committee helps enterprises speed up the construction of cold chain logistics systems and improve post-processing technology. Now, transportation by land cold chain logistics accounts for more than 70% of the total, and more than 20 million flowers are sent by the cold chain from here every day.
“二三线城市鲜花需求在提升。”斗南花卉产业集团副总裁晋波说，过去斗南90%的鲜花都靠航空运输，有时因再分拆、转运延长了在途时间、增加了损耗。园区管委会助推企业加快冷链物流体系建设，提高采后处理技术，如今陆地冷链物流占比超过70%，每天从这里发送的鲜花超过2000万枝。
After the outbreak of COVID-19, the flower farmers and florists fully realized the importance of logistics." In the future, the logistics system of flowers will be more intelligent and the sales platforms will be more diversified." Gu Chaofei said that 290,000 square meters of land in the park has been specially planned for logistics use to enable Dounan flowers to reach the domestic terminal markets in 24-48 hours. At the same time, the existing online trading system of fresh cut flowers sold via mobile applications has been upgraded, and e-commerce livestreaming platforms have been introduced, realizing a cloud-driven mode.
新冠肺炎疫情发生后，花农花商愈发明显地感受到物流的重要性。“未来鲜花的物流体系会更加智能化、销售平台更加多元化。”顾朝飞说，园区专门规划29万平方米的物流用地，让斗南花卉实现24—48小时到达国内终端市场。同时，升级现有App鲜切花线上交易体系，引入电商直播平台，实现“云上”驱动。
A crowded Kunming Dounan Flower Trade Market. By Wang Junxing
昆明斗南花卉交易市场人头攒动。王俊星摄
“数据之花”：
让鲜花更美丽地绽放
The "Flower of Data" Making
Blooming Flowers More Attractive
The large screen of Kunming Huayibao Technology Co., Ltd., located in the southeast of Dounan flower trading market, displays all kinds of data, including product heat map, category ranking and color proportion, while the staffs in front of their computers are tracking the transaction in real time.
“购买热力图、品类排行榜、花色占比……”走进位于斗南花卉交易市场东南区域的昆明花易宝科技有限公司，大屏上的各类数据让记者眼花缭乱。电脑前的工作人员正在实时跟踪交易情况。
"The flower industry is a romantic business. The ‘flower of data’ makes blooming flowers more attractive." Zhao Yongneng, the person in charge of the company, said that as a trading platform promoting the businesses between flower farmers and florists through the analysis of transaction data, the enterprise have targeted the layout of the industrial chain, reduced unnecessary intermediate links, and enabled consumers to get a better flower purchasing experience. Last year, 400 million flowers were sold and delivered.
“鲜花是浪漫的事业，‘数据之花’让鲜花更美丽地绽放。”公司负责人赵永能说，作为一个撮合花农花商的交易平台，通过对交易数据进行分析，企业有针对性地布局了产业链，减少非必要的中间环节，让消费者获得了更好的鲜花购买体验，去年为消费者提供了4亿枝鲜花。
Flower trading in turn promotes the development of the "flower of data". In the past, the standards of flowers were not unified. After the introduction of e-auctions, standards for post-procurement packaging, fresh-keeping treatment and transportation were established. Now, the flower data from Dounan has changed from simple collection to accurate services, and the data has become a booster for the development of the industry.
鲜花交易也促进了“数据之花”的发展。过去鲜花的标准不统一，电子拍卖开始后，建立了采后包装、保鲜处理、运输等标准。如今在斗南，鲜花数据实现从简单收集到精准服务的转变，数据成为产业发展的助推器。
"The ranking of these varieties and unit prices plays a great role in promoting transactions." Huang Lvchao, member Department Manager of Kunming International Flower Auction Center, explained that big data analysis leads consumption and guides production, realizes the integration of data about production, transaction, collection and distribution, and provides a scientific basis for industrial policy-making, market development and production guidance.
“这些品种、单价排行都大有作用。”昆明国际花拍中心会员部经理黄律超介绍，通过大数据分析引领消费、指导生产，实现生产、交易、集配等数据一体化贯通，为产业政策制定、市场开拓、指导生产提供科学依据。
Staff sorting fresh cut flowers. From Xinhua News Agency
工作人员对鲜切花进行分拣。新华社
Last year, the flower supplier Li Yijian encountered a tight capital chain. He filled in the information on the mobile application Huapai Fuwugong (“flower auction service") in order to apply for a loan of 100,000 yuan. Soon, his application was approved by financial institutions. This is a good example of how flower data can promote capital flow. With the efforts of the park management committee and Kunming International Flower Auction Center, flower transaction data has become a prerequisite for financial institutions to approve loans, and financial institutions have provided credit financing of about 1 billion yuan for buyers and suppliers.
去年，供货商李奕坚资金链紧张，他在“花拍服务供”App上填写资料，申请10万元贷款，很快就通过了金融机构的审批。这是鲜花数据成为金融活水的典范，在园区管委会和昆明国际花拍中心的努力下，鲜花交易数据成为金融机构审批贷款的前置条件，为购买商、供货商办理授信融资约10亿元。
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