Anyone who's shopped at Costco has noticed one detail: a row of fresh flowers always greets you at the entrance. In U.S. supermarkets, the floral department averages a gross margin of 48% and accounts for more than 2% of store sales, making it one of the most profitable departments in the entire store. This trend is now happening in China too—Sam's Club, Hema, RT-Mart, Pang Dong Lai, and Tao Xiao Pang are all seeing flowers become a new growth engine for grocery retailers. But where do these flowers come from?

Buying flowers on the way home from grocery shopping is now a reality.

Let's start with a few numbers.

Tang Jie, Deputy General Manager of Rainbow Supermarket, said last year:The domestic fresh flower market still has a window period of approximately 5 to 6 years.This isn't just talk. At its sp@ce3.0 location, Rainbow has launched "Flowers Through the Seasons," a standalone flower venue spanning 45 sqm. It offers over 450 SKMs year-round and is supported by 1-2 florists. The result? Same-store flower sales grew by 200%, transaction volume increased by 115%, and membership penetration jumped from 0.7% to 2.5%.

Hema's floral offerings are bolder. This 7 month, Hema launched a "jumbo" double-petal lotus in Zhejiang—bowl-sized and blooms on its own when tapped. To make this happen, Hema built a local cultivation base in Jiande; last year, shipping from Sichuan resulted in too much spoilage, but direct local supply this year solved the issue. According to Hema's flower procurement lead, the top three selling categories are lotus varieties, tropical plants, and hydrangeas. Hema also introduced natural fragrances like white champaca, jasmine sachets, and finger citron ornaments—popular with young professionals who hang them at their desks or on bags for both decoration and aroma.

Sam's Club always places its floral section near the entrance. Peonies for just a few dozen yuan per bunch, 39.9 yuan for a large bundle—sourced directly from farms and shipped via cold chain logistics. One shopper wrote, "You must buy flowers at Sam's," calling it "top-tier romance for less than a few dozen dollars." Sam's flower strategy is simple: skip the florist markup and fancy packaging, sell fresh blooms in bulk, and let volume drive sales.

Pang Dong Lai, needless to say. Its floral section is a standard feature in their stores, often showcasing unique varieties and creative displays that break the mold. While Taoxiaopang may not yet match Pang Dong Lai's scale, flower and greenery sections are now essential for Henan-based supermarkets aiming to differentiate through enhanced customer experiences.

Where do the flowers come from?

For supermarkets selling flowers, the real competition lies in the supply chain.

Why did Hema make peonies a hit? Because 2022 years ago, it launched its first "Peony Hema Village" in Heze, partnering with the base on "pre-ordering + data feedback." This locks in orders 3 year ahead to guarantee income for growers while feeding nationwide store sales data back to the base to jointly select new varieties. Viral types like "Sunset Coral" and "Etched Salmon" were all chosen this way. Picked flowers enter the pre-cooling center within 1 hours, then travel via 3°C–4°C constant-temperature cold chain, cutting the time from field to shelf to as little as 2 days.

Tianhong follows the same model. The 45 sqm venue is divided into six zones: seasonal highlights, year-round product stations, potted plants, fresh-cut flower coolers, gift bouquet preparation areas, and tools & fertilizers. Standard stores carry 220 SKUs annually, while store counts double to 450, offering 3.0 SKUs. To minimize waste, we've brought in professional visual merchandisers and florists for display training.

This raises a practical issue on the procurement side:Where can supermarkets find suppliers for flowers?

Flowers are not standardized products. Phalaenopsis orchids, roses, lisianthus, and lilies each have distinct cultivation techniques, cold-chain requirements, and quality control standards. Partnering with the right source suppliers ensures consistent quality, competitive pricing, and reliable supply. Choosing the wrong supplier can wipe out your profits through excessive spoilage.

Secure your spot at the Hangzhou Super Harvest Show with 6 leading floral source companies.

The upcoming Super Procurement Hangzhou Exhibition (held 8/19-21 at the International Convention and Exhibition Center, Hangzhou) features 6 source enterprises in the floral sector. I've reviewed each exhibitor individually; they all have distinct strategies. Buyers can connect with suppliers based on their supermarket positioning and product category needs.

Practical Tips for Fall/Winter Flower Selection

First, analyze the product category structure. Potted plants like Phalaenopsis and Anthurium are sold during holiday seasons (Mid-Autumn Festival, New Year), while cut flowers such as roses, lisianthus, and lilies are for daily sales. Juyang Gardening leads in potted plant capacity domestically, while Yiyun handles roses, Lanwan manages lilies, and Shaocheng specializes in lisianthus—each covering a key line. If you're building a full flower section, these four suppliers can cover your core categories.

Second, evaluate supply chain capabilities. Flowers are non-durable goods; every step from farm to shelf is a race against time. With Fanfan's triple-quality inspection and daily capacity of 10k bouquets, Yiyun's cold-chain logistics with remote temperature/humidity monitoring, and Juyang's multi-base layout, these form solid supply chain moats. During buyer interviews, prioritize questions about cold-chain solutions, spoilage rates, and restock response speed.

Third, evaluate partnership flexibility. Juyang already supplies Sam's Club and Hema, proving their quality control and supply capabilities are validated by top-tier retailers. ErSan Fanhua has launched on Tiantong's online channels, demonstrating their packaging and logistics can keep pace with e-commerce demands. If you run a community supermarket or regional chain, negotiate customized minimum order quantities and delivery frequencies.

Flowers represent a 50-year mature category in international supermarkets, while the domestic market is just beginning. Tianhong's 200% growth indicates there's still significant room to grow. For buyers, securing direct suppliers now means capturing this window of opportunity for category growth. On 8 19, head to Hangzhou International Expo Center: all 6 flower companies are located on Level 3, Hall C. Worth a dedicated visit.