Flower industry pioneers profit from fields of dreams

Budding star

Born and raised in Haining, Xu didn't begin his career looking after flowers in fields. After finishing horticulture studies, he spent about five years as a landscape designer at a major design institute in the provincial capital Hangzhou, focusing on garden and park projects.

"I've always believed that even the most ordinary blade of grass can be beautiful, and it's that most people don't look closely enough," he said.

In 2014, his career took a sharp turn. "I made a bouquet for a friend, and posted it on social media, and suddenly people started asking to buy flowers from me," he recalled.

He tentatively expanded his flower-arranging hobby and sold his creations on a shop on e-commerce platform Taobao that he worked for while being a student. His side business quickly became very lucrative. "One day's sales exceeded my monthly salary. That's when I realized this isn't just a sideline but a real business," Xu said.

The success prompted him to leave his stable job and commit to the online flower shop, which remains in operation today.

While business was steady, Xu was frustrated by the limited variety of flowers available on the market.

"Back then, the mainstream flowers were just roses, lilies, and carnations. I thought why can't we grow more ourselves?"

He explored the rural outskirts of Haining, and in 2015 found 13 mu (0.87 hectares) of unused land in Chang'an, a township area known for flower cultivation.

"It was all weeds, no trees — just an empty plot," he recalled. "But the surroundings were like Eden. There was a forest-like serenity, and I felt this could become something special."

Despite being a complete newcomer to commercial agriculture, Xu forged ahead. "I didn't know the first thing about farming," he laughed. "I just brought seeds to the local farmers and asked them to plant them."

"Every day brought new challenges. Communicating with farmers is completely different from managing employees. You need emotional intelligence — sometimes even flattery. It's not about logic; it's about relationships," he said.

Over the years, the plot has evolved into a vibrant ecosystem. Although it was initially intended to supply Xu's shop, the farm started attracting photographers and curious flower lovers. Eventually, he embraced the shift in the business model.

"People came to check it out so often, I figured why not turn it into a destination?" he said.

The Plant Library was transformed into a tourism destination, hosting seasonal flower design classes, photo shoots, and workshops with renowned florists.

During spring and autumn when the facility is in full swing, daily visitors number breaks 400, he said.