In 2024, the fresh - cut flower market was characterized by increased volume, decreased prices, and structural differentiation. The supply chain gradually transformed during the supply - demand adjustment. In 2024, the average transaction price of all flower categories was 0.94 yuan per stem, a 17.54% decrease compared to 1.14 yuan in 2023.
On the supply side, the scale continued to expand, the proportion of high - quality flowers increased, the variety became more diverse, and the number of seasonal flower materials and wild - like flower varieties increased sharply. The gap in production technology and facilities between farmers and enterprises was gradually narrowing, and the high - quality branded boxed flowers guided by the flower auction center became a new favorite in the market.
On the demand side, e - commerce procurement increased by 35.76%, becoming the main channel, and the export market became a new growth point for "Yunnan Flowers". In 2025, it is expected that the market for fresh - cut flowers will stop falling and stabilize. With the AI - and digital - driven upgrades and diversified demand scenarios, competition within the industry will be fierce.
2. Slight Decrease in Flower Imports and Substantial Increase in Exports
In 2024, China's flower export value was 516 million US dollars, a year - on - year increase of 17.78%, showing a significant recovery compared to 2023. The net increase in exports to Vietnam was 32 million US dollars, and the increase in exports to the United Arab Emirates, Singapore, and the Netherlands exceeded 5 million US dollars. The increased products were mainly potted plants from Guangdong and Fujian and fresh - cut flowers from Yunnan. Russia and Kazakhstan showed a particularly strong demand for fresh - cut flowers.
In 2024, China's total flower import value was 265.6913 million US dollars, a year - on - year decrease of 2.16%. In terms of categories, the import value of fresh - cut flowers, seedlings, fresh - cut branches (leaves), and moss and lichens declined. The import value of potted flowers (landscapes), garden plants, bulbs, and moss and lichens showed an upward trend. Bulbs accounted for 65% of China's total flower import value, mainly from the Netherlands. The increase in bulb imports remained significant, with the bulb imports in Yunnan alone increasing by 25%. At the same time, the import of fresh - cut flowers was decreasing rapidly, indicating that domestic flowers may soon replace imported ones.
3. Online Consumption Leads the Growth in the Market
Affected by self - indulgent consumption and driven by instant retail (delivery/live - streaming), in 2024, the total scale of the retail market approached 220 billion yuan, with online consumption accounting for about 120 billion yuan, exceeding physical flower shops. E - commerce has been the main growth engine for three consecutive years. The total number of offline flower shops in China reached 420,000, entering a period of stable growth with huge market potential. Women accounted for 75% of flower consumers, and consumers aged 27 - 39 accounted for more than half.
The development of the national flower retail market showed two characteristics: continuous scale expansion and intensified polarization. Leading physical flower shops achieved revenue growth through high - end customization and diversified business models, while only 15% of small and medium - sized flower shops achieved business growth, with a closure rate of 26%. In the past year, the growth rate of the sinking market reached 15%. In the future, the construction of the supply chain and services for online flower shops will be crucial, and there is still potential to tap in mass consumption.
Analyzing from the perspective of development trends, offline physical flower shops remain an important retail channel, and supermarkets will become one of the important retail channels. The wholesale function of distribution - market flower wholesale markets will weaken, while the consumption experience and flower - shop functions will be strengthened, potentially turning them into regional distribution centers.
4. E - commerce: The New Main Arena
Currently, more than 200,000 flower shops have settled on Meituan Flash Sale, covering 3,000 counties (cities, districts, and banners) across the country. Deliveries can be made within an average of 30 minutes, and orders can be placed 24 hours a day. In the next 10 years, flower shops will transform from relying on traffic distribution to industry - wide empowerment, including digital infrastructure building, ecological win - win cooperation, IP expansion, and chain - store incubation.
As of February 2025, there were more than 43,000 active flower and green - plant merchants on Xiaohongshu. Xiaohongshu's users are young and energetic, with "post - 95s" accounting for 50% and "post - 00s" accounting for 35%. In 2025, unique, niche, tasteful, and design - oriented potted combinations, trendy plants such as Platycerium, Anthurium, and Calathea, root - like plants such as Agave and Pachypodium namaquanum, as well as other desert plants, designer containers, office potted plants, and trendy plants will be popular.
In this industry context, the IFEX China- Kunming International Flowers and Plants Expo (shorted as IFEX China) is of great significance. As an important event in the flower industry, IFEX China brings together high - quality flower enterprises, cutting - edge flower cultivation technologies, and innovative flower products. Here, industry insiders can communicate face - to - face with global flower suppliers, establish broader cooperative relationships, understand the latest industry trends, and grasp the market development direction. They can also admire various rare flowers and gain creative inspiration. Whether you are a flower cultivation enterprise, a distributor, a scientific researcher in the flower industry, or a flower art enthusiast, you can gain a lot from the IFEX China - Kunming International Flowers and Plants Expo.
September 19-21, 2025, Kunming, China, we sincerely invite all flower industry insiders to actively participate in the IFEX China- Kunming International Flowers and Plants Expo!
For more information about visiting or exhibiting, please contact [email protected], +86-10-5933 9349.
