Green guru

Wang, also 42, is not a trained horticulturist and has no formal background in agriculture or forestry.

His journey into the plant world had started as a hobby, like many other enthusiasts. Through years of dedication, learning, and sharing his experiences, he eventually turned his passion into a thriving business.

Born and raised in the bustling city of Shanghai, Wang grew up surrounded by a concrete jungle, where opportunities to connect with nature were few and far between.

After graduating from university, he landed a stable job but always longed for a life that included flowers, greenery, and the harmony of nature.

Wang left his job and moved to Chengdu, Sichuan province, a city known for its mild climate and scenic beauty. He moved into an older home with a spacious 80-square-meter terrace, where he could plant the flowers he wanted to nurture.

He filled his new space with rows of European roses and hydrangeas, spending hours each day tending to them. Wang's balcony soon became a small garden oasis, a place where he could escape the stresses of everyday life.

Today, he lives in Tongxiang in northern Zhejiang province, where he has a 150-mu (10-hectare) base and grows a variety of plants. Along with his team members, he livestreams daily from the base.

Wang's online platform began with livestreams where he would share his gardening knowledge, focusing on how to choose the right plants for particular climates and how to nurture them properly. He wasn't just selling products; he was offering advice, sharing tips, and helping fellow plant lovers grow their skills.

Wang said his approach to gardening is simple: understand the environment where the plant grows and lives, use the right materials, and embrace the process.

"Gardening is not just about planting something and hoping it grows. It's about understanding the plant's needs, its cycle, and how it interacts with the environment," he said.

"When you put in the effort, you get the reward. The act of nurturing something is incredibly therapeutic."

Plants, once restricted to the garden or windowsill, have found a new role in home decor, providing comfort, style, and even a sense of accomplishment, he said.

Exotics, orchids

In recent years, the types of plants popular among young people have changed. Once, it was mostly low-maintenance, hardy species like succulents and cacti.

But now, the trend has expanded to include rarer and more exotic varieties — like the monstera, also called the "Swiss cheese plant" due to its unique leaf holes, and orchids.

Some gardeners are choosing plants not just for their beauty, but for the challenge of growing something that requires more attention and care. These young plant enthusiasts, many of whom have no formal horticultural training, are using the internet to learn everything from propagation techniques to dealing with plant diseases, creating a community of self-taught experts.

In 2024, the total retail consumption market for flowers in China reached nearly 220 billion yuan ($31.48 billion), with an estimated year-on-year growth of 8 percent, according to a report released by the China Flower Association in August.

E-commerce sales accounted for approximately 120 billion yuan, representing 54.5 percent of the total market.

Over the past three years, e-commerce has consistently been the main driver of market growth, and online sales of orchids (especially the butterfly orchid) now account for over 20 percent of the total, with smaller and medium-sized flower varieties becoming increasingly popular.

Small potted plants and tropical plants continue to see strong demand, with e-commerce channels now accounting for more than 40 percent of the market share. This not only reflects consumers' preference for online shopping but also highlights a growing interest in unique and personalized plant varieties, the report said.