Chapter 1: Operational Guidance Plan for Newly Opened Flower Shops

1. First of all, you should understand the situation of the world flower market:
   There are currently flower shops all over the country, as many as restaurants and hotels. There are just as many varieties of flowers: roses, lilies, carnations, sunflowers, tulips, etc. Roses bloom all year round in the Kunming planting base, which is like spring all year round. The flowers have large petals, which means affection and fraternity. They are often gifts for relatives, friends and lovers on their birthdays. At a birthday party, place a rose basket to add to the festive atmosphere. Carnations represent the meaning of health and longevity. Lily means sweetness and purity, and is often used as a gift for young women.

2. About the original motivation of the flower shop:
   In the minds of many people, a flower shop is a good career. On the one hand, I work in an environment full of flowers every day, and I feel very happy; on the other hand, people's consumption level of flowers has improved now. During New Years and festivals, visiting relatives and friends, flowers have become popular gifts for people. It's getting better and better, and there will naturally be more and more people buying flowers, and the prospect of flower shops must be good.
  From the point of view of doing business, a flower shop should be regarded as a typical small business. A room does not need a large area, just simple decoration, the four white walls can also show the beauty of flowers, plus the cost of purchasing, all calculated, it will probably cost tens of thousands of dollars, and a small flower shop can open. . Now many laid-off people are thinking about doing a little business, and the cost of the flower shop is just what they can afford. The author has seen a survey of students in a flower art school. Almost 95% of the more than 100 students are planning to flower shop. Coupled with the existing florists, the level of competition can be imagined.
However, flower shop is not as easy as imagined. After all, flowers are fresh things, and flower shop is an industry full of risks. Flowers will be damaged from the time of purchase. If the business is not good, you can only watch the flowers become withered and rotten. Some high-end flowers can't be bought more. If they can't be sold, the loss will be too great. However, if there are no high-end flowers to sell, they may lose orders with higher profits. This has to be a lot of work.

According to the distribution of more than 100,000 flower shops on the Huahao.com platform, there are more than 2,000 county-level cities and more than 300 prefecture-level cities across the country, and there are at least 10 flower shops in the smallest county. There are more than 100 to 1,000 flower shops in high-level cities, and direct competition between flower shops cannot be avoided. However, some flower shops attract customers by reducing prices and fall into a vicious circle, which is not in line with the laws of the market. Therefore, how to establish and maintain a stable customer base is the key to the flower shop.

3. Where are the business opportunities for flower shops:
      A flower shop, as its name suggests, is a place to spread beauty, and its products are flowers, so flower art is the soul of a flower shop. First of all, those who are engaged in the flower shop industry must attend a professional flower art school for further education and strive to improve the standard of flower art in order to serve customers with high quality.
      a. Have a unique business philosophy, flower shop positioning, and create a brand flower shop. The operation of the flower shop is based on the principle of honesty and service, and sincerely serves consumers. Establish a sense of competition, market awareness, stress credibility, stress brand. To run a flower shop, you must learn to be a human being. In life, being a human being is the first priority. When engaging in business activities, you must pay more attention to being a human being. Pay attention to the location of the flower shop, from the location, name, business hours, trademark registration, CI system and organization (flower design department, business development department, accounting department, transportation department) of the flower shop to create a famous flower shop , to start the brand and show the image of the flower shop.
  b. Attach importance to customer psychological analysis. Customers go to the flower shop to buy flowers, and the flower shop staff must analyze the customer's psychology. ①From age, dress, means of transportation; ②Consumer mentality, complexion, mood and hobbies. Consumers are often wary and distrustful in their efforts to eliminate these situations. ③At the same time, it is necessary to analyze the characteristics and uses of consumption, and to observe the attitude of customers in spending money, which is related to the level of education, education, lifestyle and consumption concept of the person. , the bouquet is romantic, and the flower basket is solemn), and then choose the flowers for floral creation, and finally mark an appropriate price.
  c. Emphasis on characteristic operation and marketing. The flower shop should attach great importance to the characteristic operation, the unique store design and the home-style arrangement in the store (the space of the flower shop is decorated with artificial flowers and flowers), a complete variety of domestic and foreign flowers and leaves, and a distinctive floral style. Pay attention to festival management and various forms of services. For example, flower shop decoration should have innovative ideas, unique layout, elegant and charming artistic atmosphere, giving people high-quality cultural enjoyment. Set up telephone appointments for flower delivery, door-to-door flower arrangement service, group birthday flower delivery throughout the year, flower rental, online flower shop, etc.
  The operator must not only run the flower shop, but also the market, and need artistic innovation, management innovation, and service innovation. Festivals often occupy a large proportion in the operation of flower shops. It is necessary to publicize in advance (such as hanging a red background and white banner in front of the shop), analyze market demand, prepare supply, organize skilled flower workers and flower delivery personnel, and conduct appropriate marketing (such as Store advertisements, media advertisements, faxes, emails, etc. to major units before the Spring Festival and Mid-Autumn Festival), attach importance to Valentine's Day, Christmas, Mother's Day, Teacher's Day, Spring Festival and other old festivals, and develop Qixi Valentine's Day, Nurse's Day, Father's Day, etc. festival, graduation season, and other potential new festivals.
      In the 21st century, which will become the era of the Internet, people of insight from all walks of life are paying attention to this emerging field. Florist operators may wish to participate in e-commerce, whose characteristics are suitable for flower transactions and enhance competitiveness. The flower shop can also carry out various forms such as brand chain sale all night flower shop. Huahao.com platform is a professional network platform for flower shops. It does not need to spend a lot of time learning programming, image processing, and uploading pictures. You only need to move the mouse, and you can build your own online flower shop in a few minutes, with 1,000 flowers. The product map can be entered into your online store with one click, and the applet, WeChat public account, mobile terminal and computer terminal online store will be opened simultaneously, and you will enter 100,000 flower trading platforms.

d. Attach importance to staff quality training and management
   It is necessary to formulate a flower shop management system, use the system to regulate employees, and cultivate employees' sense of ownership. Cultivating professional managers of flower shops, managers (store managers) and employees are responsible for their respective responsibilities. At the same time, flower shops should often conduct flower art training, improve the level of employees' flower art skills, and improve their knowledge structure and aesthetic accomplishment. Subscribe to more flower art books and books such as "China Flower News", "Garden", "Flower", etc., to keep abreast of flower fashion trends, and to be in line with international flower art trends as soon as possible.
  The competitiveness of a flower shop in the external market depends on whether the basic internal management of the flower shop is in place; and the comprehensive innovation capability is the source of power for the development of the flower shop. The flower shop must have its own management method, and it must comprehensively control and clean up every person, every thing, and every day, formulate a target system, carry out daily clearing control and formulate an effective incentive mechanism. Good varieties bring good prices. Selling all kinds of floral works in the flower shop must be artistic and value for money. The price must not be driven up or sold at a low price, and the price must be reasonable. All fresh and dried flowers of inferior quality are willing to be thrown away and never sold. It is necessary to learn star service, innovate in service, continuously expand service content, and establish a good public image.
  The flower shop service must take customer complaints seriously. Once customers buy flower products with quality problems, they must be properly handled to keep customers satisfied.
   The flower shop must strive to create a brand-specific flower shop. Each employee must strive to be an excellent employee through their own honest and hard work, and strive to be smart in their brains, diligent in hands, fast in feet and good in eloquence. Be sure to put the word "sincerity" first, be honest, be sincere in attitude, treat customers with sincerity, open up customer sources, stabilize regular customers, win new customers, and do all the work conscientiously.
  From the site selection, you should choose a place with convenient transportation and a lot of people, such as commercial centers, high-end villas, apartments, office buildings, etc. The central hospital located in the central area of the city. One of the advantages of a flower shop near the hospital is that in the off-season of flower consumption, the number of patients hospitalized in the hospital is not short. This can increase the florist's income during the off-season and save some expenses. In addition, there are also some fruit and non-staple food for sale.
  After the site selection is completed, it is the sign design, store decoration and layout. Store signboard design should be simple, lively, easy to remember and endowed with cultural connotations. The store logo should be eye-catching, and its design should lay the foundation for the future development of chain stores. The decoration of the shop should be simple, the colors should be light and bright, and the appropriate use of European iron art can improve the taste of the flower shop. The display of goods should be small and refined, so as not to appear cluttered. In addition, there should be more spotlights installed in the store. Because the spotlight can enhance the atmosphere of the flower shop, beautify the work, and beautify the role of the flower shop. This point is very important.
   In terms of business scope, the flower shop can be positioned to focus on flowers, potted flowers, dried flowers, craft silk flowers, flower utensils, and wedding services. According to local conditions, other ancillary products and services can be appropriated to improve the overall economic benefits of the flower shop. If the economic strength is limited, it can take the form of capital operation to operate in partnership with units or individuals associated with the flower shop business.
   The flower shop has flexible operating hours to meet the needs of customers at different times; the flower shop decoration inspection can provide consumers with a good shopping environment and make consumers feel more happy; the flower shop serves the community and enables consumers to enjoy faster service.
  When running a flower shop, the variety must be complete. After the consumer's needs are met and he feels convenient, he will come back next time. As an operator, it is necessary to continuously improve the level of floral arrangements to adapt to consumers who are increasingly improving their appreciation level. The flower shop pays attention to learning and accumulating knowledge and skills, communicates with peers, and selectively participates in various short-term training according to their own economic situation, in order to absorb the strengths of others. To continue to innovate, mainly reflected in the flower design, which is also the source of the flower shop to create a service brand and create the characteristics of the flower shop. The service of the flower shop runs through the business process, it is directly related to whether there are "returning customers", and it is related to the market share. Most of our consumers do not know the language of flowers when they consume flowers. Therefore, flower shops should guide consumption. In addition, in order to meet the individual needs of a small number of consumers, they will arrange halls and flower arrangements at their doors. After-sales service is mainly reflected in teaching consumers about maintenance and preservation, visiting customers frequently, grasping their new consumption requirements and trends, and replacing fresh flowers in a timely manner with customers who have rental business.
  Good wine is also afraid of deep alleys, so flower shops should also pay special attention to direct and indirect advertising. First, the responsibilities of employees are clear. New employees can see all the work they need to be responsible for in the responsibilities manual, and when to change the water for what flowers, employees accept the leadership of the store manager, and the store manager is responsible to the general manager. The second is to manage the scale. Several branches report the purchase order and sales volume on time, and the head office is responsible for the unified purchase and distribution of the goods. Each store has a detailed 'sales curve chart, recording the variety and quantity of flowers sold at each stage, which is very helpful for the direction of purchases and accurate cost accounting for the next sales season. The third is to provide opportunities for employees to advance, organize flower competitions throughout the store from time to time, promote learning, select outstanding, and retain talents. Moreover, the flower shop recruits workers all year round, and constantly selects better employees, which also motivates everyone. With this more rigorous work procedure, the general manager of the flower shop can get out of his life to seek further development and grasp the market.
  The staff is relatively stable, which is more conducive to the development of the flower shop. For a good clerk, send him to a flower art class, and the expenses will be reimbursed in two years. If there are flower art activities, try to let him go. In this way, the clerk feels that they can make progress in their work and have a head start. The flower shop also gives 3% of the dry shares to outstanding employees as a reward. With these management measures, the shop staff and the boss can work together to run the flower shop as much as possible.
  4, positioning --- set the appearance of the flower shop
  Before a flower shop, in addition to measuring the funds in hand, a lot of thought should be spent on the positioning of the flower shop. There are two typical positioning. One is to choose a high-end flower shop with exquisite store decoration, high-quality goods sold, and services for middle- and high-income earners. Small flower shop. It should be noted that when opening a high-end flower shop, it is relatively difficult to open the market and occupy a stable customer base due to the price relationship. Because the customers of this type of flower shop are the most picky and difficult to conquer, and opening such a flower shop requires more capital investment in selecting the location and publicity, at the same time, the service and flower arrangement level must stand up to scrutiny and scrutiny. test. Of course, efforts always pay off. Once such high-end stores open up and operate normally, their operating conditions will be the most stable and able to withstand social and economic fluctuations.
  Compared with high-end florists with abundant funds, small and medium-sized florists need to work steadily and start small. Usually small stores have higher operating risks, and the competition among stores of the same grade is more intense. At this time, it is necessary to have a firm belief, and firmly believe that a small store can also make a brand. Starting from the facade characteristics, quality of flowers, flower arrangements and service levels, and careful planning of business projects, we will gradually improve and reach a higher level. A successful person in the business world once said: "No matter how high or low you start, you have to think about building it into a century-old store from the first day of opening."
   In addition, there is another taboo in the positioning of flower shops, that is, neither high nor low, neither high nor low, trying to take both. This approach is difficult to be recognized by both consumers, and it is a very dangerous decision.
  5, the basic maintenance method of fresh cut words:
  Flower arrangement as a living work of art adorn the living room. How can we create a fine flower arrangement with rich connotation? The author believes that we should start from the following aspects.
   1. Conception and material selection
  In different festivals, seasons and other environments, the shape and artistic conception of flower arrangements should be different. It is only when the vision needs to be clearly defined in the different contexts that the work can be better prepared. For example, the flower arrangement in the newlywed room should be mainly to express joy, often using roses, tulips, calla lilies and other floral materials. Another example is Valentine's Day to highlight its romantic mood, more use of roses, forget-me-nots, gerbera and so on. The container used can be related to the utensils, such as the choice of conjoined bottles to express its affection. Another example is Children's Day, which expresses the sweet and colorful dreams of childhood, and chooses more small yellow chrysanthemums, small 100 chrysanthemums, and small star flowers to facilitate children's interest. On Mother's Day, the focus should be on revealing mother's love, and more flowers such as carnations should be used.
   In short, when using ornaments to indicate, pay attention to the simple generalization and abstraction of ornaments, so as to reach people's understanding and make people feel subtle. And pay attention to the creative subordinate flower materials of the utensils, which is conducive to the performance of the theme, and do not put the cart before the horse. If the flower material is used as an embellishment, it will lose the unique charm of the art of flower arrangement.
   Second, the technical treatment of flowers
1. Pay attention to the time of picking and cutting. The water and nutrients of the flowers are saturated in the early morning. At this time, picking and cutting can prolong the flowering time. If the harvesting and cutting are not enough, you can take some buds to be released or wrap them in paper and store them in a refrigerator at 4°C to 5°C.
2. After the cut flowers are cut by scalding or burning or when arranging flowers, place the base end of the flower branch in boiling water for 1 minute, or place it on the flame of a candle or alcohol lamp and scorch it and then soak it in medical alcohol. After taking it out Rinse with clean water to prevent the outflow of juice in the stem tissue, blanching is mostly used for grass flowers, and burning is mostly used for woody flowers.
3. Water cutting method: Immerse the pedicels in clean water and use scissors to cut diagonally on the branches to avoid air entering the duct and causing difficulty in absorbing water. This method is not suitable for flowering branches and succulent plants with milk.
4. The crushing method is mostly used for woody cut flowers. Lightly crush at 3 cm at the end of the flower branch to expand the water absorption area and prolong the water-cultivation effect of the flower arrangement.
5. Incision smearing After cutting the flower material, gibberellin, dilute hydrochloric acid, etc. can be used to smear the incision to inhibit the bacteria and prevent the incision from rotting.
  3. Maintenance after flower arrangement is formed
1. Change the water regularly (distilled water or ionized water is better), and update the stem incision (usually once every 3-5 days, in water).
2. In high temperature weather, put ice cubes in the container, or put in an appropriate amount of charcoal or salt to play a preservative effect.
3. Put in 0.05% of boric acid, sulfur, carbolic acid, salicylic acid, vitamins, etc. for hydroponics or use 0.033% aspirin or 0.025% potassium permanganate solution for hydroponics.
4. It is necessary to regularly spray the foliage with water to reduce the transpiration of water in the plant, and the foliage can be properly sprayed to replenish nutrients.
5. Proper placement, the flower arrangement should avoid the sun, wind, smoke and other phenomena, and it is better to be in a relatively cool place.
6. How do florists compete with the flower market for market share:
   Now there are many wholesale flower markets all over the country. However, these so-called flower wholesale markets are actually hypermarkets with the same price as wholesale and retail, and are a transitional form of sales in the development of the flower industry. The flower market is not only a wholesaler of flower shops, but also a retail business, which has a great impact on flower shops. Faced with this situation, if the flower shop does not have its own characteristics, there will be no way out. Therefore, as a flower shop in the retail industry, it should explore its own advantages, such as geographical advantages, service advantages, comfortable shopping environment, and high level of flower arrangement to create its own brand.
      So how can florists get flowers into the hands of consumers? I think it is very important to improve the level of flower arrangement of the flower shop employees. At the same time, operators should constantly innovate according to the needs of customers and the actual local situation.

Chapter 2: Precautions for flower shop operation?
  Nowadays, many people have flower shops in every corner of the city. We all know that the society needs flowers, for lovers, relatives, friends, relatives, patients, parents, etc., all need flowers. So a city needs a flower shop, and a flower shop is needed to decorate the city more beautifully. Today's flower shop business is roughly divided into two categories, one is the physical store, and the other is the online store.
  The development of online stores is the current development trend of the flower shop industry. Therefore, in the start-up of flower shops, physical stores and online stores can work together, so as to obtain more orders and more opportunities to make money.
   So what should operators pay attention to when starting a flower shop?
  1. Generally, flower shops will have activities, so before doing the activities, you must think about a lot of things, so as to achieve the good effect of getting twice the result with half the effort.
  2, to do more publicity for the flower shop, do more advertising, online advertising and so on.
  3. How should I accept the order? Online orders are all on the Internet. If it is a hotel and other orders, then you should communicate with them more,
  4. There are too many orders, how to deliver? Of course, this is the physical store also received such restrictions.
  5. How should the flower shop deal with the embarrassment of insufficient flowers?
  6. How long should the flower shop purchase goods before major festivals? How much should be in? These are the things you need to be aware of as a flower shop entrepreneur.