What the programme involves
In 2020 more consumers must spend more on flowers and plants: that is Royal FloraHolland's aim for its growers and their buyers. We intend to realise this via our physical marketplaces in existing markets and by developing online channels and virtual platforms in new markets.
World Flower Exchange examines markets outside Europe and is currently focussing primarily on China. Individual companies find it very difficult to enter this complex and huge market. Royal FloraHolland therefore represents the collective and hopes in this role and together with our current partners to open this market for the horticultural sector.
The decision to focus on China as a new sales market is logical because:
- Enormous growth in purchasing power, it is the greatest in the world.
- Growth in the number of households with an above-average income (100 million more in the next 5 years).
- Interest of the Chinese (especially young people) in flowers and plants.
- Booming development of Chinese e-commerce platforms.
- Many young people who like to make purchases using their mobile phone.
The Chinese are looking for foreign products, with important criteria being:
- Coming direct from the source.
- Sold online and using their mobile phone.
In other words, the task is challenging: The Chinese demand top-quality flowers and plants with premium branding, and logistics via etail and retail channels that match their customs and culture.