E-commerce flower sector blooming

Startups improving delivery capacity, especially cold-chain logistics, and strengthening service quality control

Flower culture has a long history in China, and flowers are typically used at opening ceremonies or big receptions. With a rising middle and high-income group, and millennials seeking high-end lifestyles, new opportunities are arising for Chinese e-commerce startup florists such as Reflower and Flowerplus.

These online retailers are opening more brick-and-mortar stores that double up as logistics centers, as affluent Chinese consumers have higher demands regarding the quality of fresh flowers, and the speed of delivery and distribution.