Since the media era, how do flower shops win dividends by short videos? Needless to say, floral art gives the answer.

From the establishment of a flower shop on 20 18 to the floral media, it has gained10.5 million fans on Tik Tok, Xiaohongshu and video number, not to mention the floral training in which floral art is transformed by online traffic, with a quarterly turnover of more than 400,000 yuan! It seems that flower shops can not only sell flowers, but also become popular and realize by making videos! 0 1 From an unknown flower shop to a blogger with millions of fans, Shao, the founder of floral art, grew up in Jinhua, Zhejiang Province, with a free nature and likes the cool breeze and pastoral flowers in Shan Ye. "I have always felt that I have an obsession with flowers." She said. 20 17 began to learn floral art and prepare for the flower shop. On 20 18, she founded Wuyan in a high-rise office building in a prosperous section of Jinhua. Needless to say, she doesn't have many customer resources at hand, and she often needs to promote drainage, which often makes her feel confused. In those two years, Tik Tok took the slogan of sharing life and attracted a large number of self-media bloggers. "In the early days, I just uploaded videos of my life and travel. Later, I found that there were very few accounts for sharing tutorials in the floral industry, so I tried to take a tutorial of floral video. " Although she has never studied photography and editing, she is willing to explore and try because of her love. "I prefer Li's video. It's a video that took a lot of time to precipitate, and it's particularly touching at first glance. The distance, middle distance and close range of each shot are properly connected. By watching more high-quality videos, you can predict the next shot and often think about what you would do if you were yourself. " Shao said to him. Fortunately, the flower path was not so crowded at that time, and soon her account gained the attention of some flower path lovers and peers. 20 18, 1 1, needless to say, Floriculture released the first video of Floriculture Tutorial, and gained 654.38+million fans in the following five months. In less than five years, the number of online fans was about 150W, among which Tik Tok fans exceeded 1.05 million. 02 dry goods are coming! Three tips for making explosive videos Looking back on the experience of becoming a million-fan blogger, Shao summarized three tips for making explosive videos. First, from Xiaobai's point of view, the content of simple design is easy to learn. Because it advocates simple floral design, it goes without saying that the video shared by Tik Tok Floriculture is mainly to make small bouquets, and the portraits of fans are mostly young "after 95" and "after 00". This kind of fans are also high-quality customers of future flower shop transformation products or courses. The principle of video design is to produce content that most users can use and understand from a zero-based perspective, hoping to "share the beauty and healing brought by the production process." Needless to say, when the first video was shot by Floriculture, the first angle of view was taken-shooting at high altitude. "This will make users feel that they are making flowers, which is very immersive and will also improve the video playback rate." The video content is to share the production of a single cotton bouquet, and the video page marks the materials needed for each step, showing the complete production process. At that time, users were curious about this way, because to some extent, it was skill sharing and ornamental. With the increase in the number of shots, it goes without saying that the shooting speed will be adjusted in combination with fan comments, the extra shots will be cut off and the video will be uniformly covered. Because everyone's feedback on small bouquets is good, Shao believes that sharing small bouquets can convey beauty intuitively, and it is also suitable for more users to watch the collection, which can increase powder well. No matter which platform you make an account on, the most important thing is to have a unified style and continue to output the content that fans like, with quality and altruism, which is the same as the positioning of a flower shop as a customer base. For example, if you don't say that floral design is "a floral account sharing a small bouquet tutorial", then keeping the same shooting angle and using similar copywriting background music will give extra points to the video and strengthen the user's impression of the account. Second, continuous learning can explode. Shao Linting spends an hour every day brushing platforms such as Red Book and Tik Tok, and will analyze why a video is popular, whether there is a copy that catches people, whether the background music is brilliant, or whether there are other content values. Usually, she will also predict Tik Tok pop music next week, some minority flowers in the floral industry, fashion trends and so on. "Lack of information is also one of the elements of doing a good job in Tik Tok." Make use of scarce flowers, do a good job of combing the theme color system and emotional copy of the season, and you will be able to "come easily" when you do the tutorial, which will trigger the emotions of fans. For example, the video of a floral red rose bouquet at the beginning of 202 1 exploded! It was the day before Valentine's Day, and the copy of "I hope the next love will start with receiving a bunch of flowers" triggered an emotional discussion. Coupled with the blessing of background music, the round packaging of Valentine's Day flowers is novel and unique, which was finally praised by 270,000 people and added with more than 80,000 powders. After that, small round fragrant flowers also became popular. Spending a lot of time screening the copy to match the video and background music may sometimes be more important than the video itself, which is a self-evident experience. In June of 20021year, another explosion video produced by hydrangea bouquet was praised by 510.9 million, and the powder was increased by10.5 million! The protagonist is a high-end rare blue double-petal hydrangea with strong visual impact and smooth presentation between shots. The video shared the water-retaining method of hydrangea, and also made the floral white gain a little skill when watching the video. The so-called quality content, in the final analysis, is altruism. Only by understanding this can we combine our own advantages to make content that is helpful to others. Third, maintain a reasonable update frequency. For flower media, the video output frequency is too fast and the quality cannot be guaranteed; If the update frequency is too slow, the account interaction will be reduced, the weight will be reduced and the traffic will be reduced. Needless to say, floral art updates 1-2 videos a week. With the help of the media, it goes further. Needless to say, it is very lucky that floral art has done something just right in the right place. The operation of the media has attracted many flower lovers. On 20 19, flower shops began to transform and set up floral courses in physical stores. Up to now, the training for three years is mainly based on zero-based entrepreneurship courses, and the courses for one month are all full when busy. At the same time, courses are also offered to facilitate those flower friends who can't go out to study but like floral art and want to develop into a sideline. Since the media operation, it has brought considerable dividends to flower shops. Students come from all over the country, with 150 graduates every year, with the largest number of students in summer. At its best, it earns 400,000 yuan a quarter, which is much higher than the retail income of flower shops. The biggest benefit brought by the media platform is the multiplication of local traffic, which can not be achieved by any promotion. Therefore, if the works are representative and have their own understanding of photography, the flower shop may boldly try to make a flower shop account. The most obvious effect is to attract the attention of local traffic users, which is of great help to the exposure and establishment of retail and future brands. This is Shao's suggestion. At present, in addition to Shao, there is also a small assistant in the studio, who is usually responsible for planning and shooting clips, as well as printing floral materials. This year, she chose to learn from Cao Xue, a famous florist, to lay a more solid foundation for floral art. She believes that although the track is getting crowded, if she doesn't do it, she will never have a chance. (Written by our reporter Huo Cai, the picture is provided by Floriculture) Statement: The copyright of this article belongs to China Flower News, and it may not be reproduced or tampered with without permission. Offenders shall be investigated for legal responsibility. Please contact this number in advance if you need to reprint.