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Current position : Home/Listen to Plants /Aesthetics Marketing-Roadside Garden

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[1] Find out the aesthetics marketing of plants on the way to the Roadside Garden.

The junior journalists of our HSHS Sweet Team started their first day at work! By taking advantage of the weekends, we planned to visit the flower shops in Tianwei Roadside Garden. Our purpose it to understand how the flower shops do their marketing to promote the plants for sales in the Tianwei Roadside Garden?

The Roadside Garden has become a specialized tourism and leisure park area, which is one of the most famous tourist attractions in Taiwan. On weekdays, there are a few sightseeing buses visiting the place. Tourists keep pouring in on weekends.

Some of them walk between each shop. Some ride on the four-wheel bike borrowed from a local bike rental to hang around the country road in Tianwei Township. At leisure, people will stop by the shop and buy some flowers. At the back of each four-wheel bike, there¡¦s a basket that carries the favorite plants of these tourists. The shop can be the residential house of the tourist as well. The Roadside Garden is like a huge flower fair, which promotes and sells all kinds of flowers from these flower shops owned by the florists from door to door.

Here¡¦s another feature. As you can see, all plants are available for making an inquiry. For all you ask for but cannot find the plants you want, you may turn to a dealer and ask it for making an inquiry on behalf of you.

The road is the garden. It can be a feast to enjoy aesthetics if you choose to come with your parents and kids. Moving on to walk along the road, there are flower shops on both sides of the road.

Each boss is kind and easy-going. It¡¦s okay to just go window shopping without buying anything.

The Roadside Garden is located in such a relaxing and casual environment, which has combined the tourism, leisure, production and marketing. We use a term, the ¡§Aesthetics Marketing¡¨ to call it.

Flower shop that can sell you

anything you want.

Ride on a four-wheel bike to

go shopping and do the purchasing.

Bald cypress trees found

at the Tenway Garden.

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[2] Introduction to the sales model of the Roadside Garden.

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Starting from the south entrance of Zhongshan Rd. in the Tianwei Roadside Garden, walk along the Sec. 2, Minzu Rd. ¡X Gong Yuan Rd. ¡X Sec. 1, Minzu Rd. ¡X Minsheng Rd. There are hundreds of shops (flower shops) that sell the flower crops along the road. There are also hundreds of dealers from the landscaping design industry, and landscape restaurants (such as Tenway Garden, Rose Manor Café or other restaurants). Some business owner even built up its own farm in the style of a leisure park (such as Greenway Café) opened to public day tour. Especially when it comes to the landscape design industry, the business owner always tries to create a beautiful atmosphere at its own garden to impress the visitors. The owner also reminds the visitors about one point: if you need to buy anything, we can always serve you. Yet, these shops can serve as multiple functions. They can play the role of a producer of flower crops, a wholesaler, a retailer, or a landscape design vendor. They try to make the most out of the specialities they grow in Tianwei by creating a profitable business.
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Main types of the flower crops for sales found in the Roadside Garden.

The main sales channel for the chopped flowers takes place at the wholesale flower market. The potted flowers, little trees, orchard, potted plants, and turfs were mainly sold at the local shops located in the Roadside Garden because visitors are more easily to pick what they want if these flower crops were put on display. Therefore, the Roadside Garden can be called a large fair for the flower crops, and it sells almost anything except for the chopped flowers.

Potted Flowers & Turfs

Trees & Potted Plants

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There are two types of shops: storefront and open-air

Storefront

Open-Air

The florist¡¦s shop can be just a simple flower shop built in the residential house or a garden shed. Besides the production work, the florists also run a shop to do the wholesale or retail business. The local visitors are their target customers for retail business.


This type of shop has a storefront that put a variety of flower crops in front for sales.
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Some florist shops do not have a storefront, which can easily be found on both sides of the road in the Roadside Garden. They sell the flowers at the place they grow the flowers. They mainly do the wholesale business such as selling turfs and flowers, or the potted plants. Their target customers may come from the local shops in Tianwei, or the landscape design vendors. However, they do sell products to the visitors as well.

These open-air markets are quite interesting if you go hanging around the places.

The shop with a storefront can sell a variety of flowers.

The open-air market sells identical type of flowers.

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In front of the storefront at the shop, the flower crops for sales can be categorized into: the self-made products were either sold by the florists themselves, or by a middle-man. The local wholesaler will put fresh flowers on display for sales, and the wholesalers from other counties or cities (or towns) will come and buy the parcel and sell them out elsewhere.

The florists who own a shop themselves can put their own crops on display for sales in the shop because the products in the shop must have a variety of choices. Therefore, the florists may need to ask for more from local upstream manufacturing plant or plants from outside cities or counties so they can buy more products from a wholesaler and put these products they bought at their own shop.

For florists who do not own a shop, they can sell their products in other store on a ¡§consignment¡¨ basis. (That is, the florists will put their products on display in another shop for sales. The shop owner will settle the commission fee with the florist first to make profits; yet, if the crops are not appealing enough for sales, or were bought after flowering, the florists must take them back and re-cultivate the flowers, or treat them as the damaged goods.) There¡¦s another deal called the ¡§outright sell¡¨. (The florists will sell a large of crops directly to a local shop in Tianwei, and exchange them for a payment right away. The florists do not have to be responsible about the crop sales at the shop.) Because the Roadside Garden is a place of great reputation, many flower crops from other part of the country were transported here for sales. That is, most of the flower crops were not produced at the local shop.

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[3] Conclusion

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Our team has been divided into several groups to separately run an interview at each local shop. We recorded the buyer-seller relationships we found right here and named a few of their sales plan in the most natural way.

The Roadside Garden has put every plant together on display as collected from local and external towns to form a large flower fair. It can satisfy the consumer needs, and every visitor can find something they really want.

The florists who work here try to cooperate with the government¡¦s policy to transform their flower shop to a business to run the landscape restaurant. Together, they built up a tourism and leisure park area in Tianwei, which allows visitors to relax for a while when they visit the place. At the same time, it also inspires consumer¡¦s desire for shopping.

Next time if you get a chance to visit the Tianwei Roadside Garden, you will understand why the plants were sold out and how these plants were sold through the aesthetics marketing.

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CYBERFAIR 2017