美加蝴蝶蘭產銷概況與展望

The Current Status and Prspective of Phalaenopsis Orchid Production and Marketing in the USA and Canada

沈再木(Tsai-Mu Shen) ； 郭坤峰(Kun-Fong Kuo) ； 黃肇家(Chao-Chia Huang)

《植物種苗》 8卷3期 (2006/09) Pp. 47-60

https://doi.org/10.30077/SN.200609.0005

摘要

蝴蝶蘭是我國外銷最重要的農產品之一，近年來蝴蝶蘭在美國的銷售量躍升，成為第2大盆花。為瞭解美國蝴蝶蘭市場行銷、生產管理、經營與發展，藉由農委會之計畫，於95年5月5日至17日前往考察，考察之地區包括美國紐約、芝加哥、洛杉磯與舊金山，加拿大溫哥華。參訪當地主要之蝴蝶蘭生產蘭園、連鎖店及花卉市場，經過短程的參訪可以得知美國蝴蝶蘭市場需求將會快速擴展，需求量非常龐大。由於許多蘭園自國外進口中、大苗，在美國培育為開花株後出售，因此美國近年將會需要大量苗株進口，此狀況很有利於台灣生產種苗外銷美國。以往台灣以裸根苗空運美國，損耗率約為30%，高級花育成率約20%，經營不易。2004年美國同意台灣帶介質進口，損耗率降低至1-5%（空運）或5-15%（海運），高級花育成率達70%以上，並可縮短培育期，提昇溫室使用週轉率，成為台灣產業發展之重要關鍵因素。海運運費約僅空運運費之20%，損耗率高之問題已由技術提升逐漸降低。美國市場偏好大白花（約50%），其次為大紅花（約35%），有利於台灣目前盛行品種之出口。在美國蝴蝶蘭市場需求全年平穩，以母親節需求量最高，2月至4月上旬淡季。銷售通路以連鎖店、批發商與花店為主，因此需要時間建立行銷管道。台灣蘭花業者在美設立產銷據點主要分佈在加州、美東等地，計有17戶左右，溫室面積約18公頃。大都屬於中小企業，資金取得不易，難以和國外大規模經營者抗衡。市場上主流之品種大多來自於台灣、日本、荷蘭等國，台灣需要注重品種智財權之保護。由於蝴蝶蘭在美國市場前景看好，目前除了美國大規模經營者大量生產，以及台灣業者經營生產蘭園之外，韓國、以色列已積極投入生產，荷蘭Floricultura公司已購地，將積極開發美國市場。加拿大溫哥華地區蝴蝶蘭以往供應美國西北地區不少，近年漸減，而本地供應量似趨飽和。目前大都以裸根苗空運進口，栽培品質較低，帶介質進口將有利於蝴蝶蘭之發展。為此建議政府積極輔導相關業者籌建合格之輸美溫室；在符合WTO規範下，於台南蘭花生物科技園區建造標準輸美溫室，租予業者；加強節能措施之開發；加速研發優質苗株量產技術、貯運及檢疫技術，並輔導業者建立實用體系；協助業者在美國設立末端生產基地；對商業化重要品種在美國申請品種保護權。

並列摘要

Phalaenopsis orchid is one of the most important agricultural products for exportation in Taiwan. Orchid pot plant becomes the second important pot plant in the USA. The quantity of Phalaenopsis young plants exported to the USA from Taiwan is increasing. To know the production and marketing of Phalaenopsis orchid in the USA, the authors had been to the USA and Vancouver, Canada to visite growers and flower markets in May, 2006. It is obvious that the demand of Phalaenopsis in the USA market is huge and still increasing. All the growers imported young plant from foreign countries mainly from Taiwan. They cultivated these plants into flowering plants for sale. In the past all the young plants imported from Taiwan were with bared root. It took time to replant and to get recover for these plants. About 30% of the plants would be discarded. Moreover the plants were weak and with low quality flowers. Only 20% of the plants had high quality flowers. The quality of flower was improved greatly when the young plants were imported with moss and pot. The cultivation period was also shortened greatly. However the cost for air freightage was so high that the quantity of potted plant exported was not much. Recently the technique of marine shipment has been developed. The cost for transportation by sea was less than 20% of that by air shipment. The high loss due to marine long term transportation needs to be solved. The ways that the Phalaenopsis plants were sold in the USA includes chain stores, wholesalers, flower markets and flower shops etc. Varieties with big white flower were the most welcomed. It occupies about 50% of the varieties in the market. Varieties with big red flower were the second ones and occupy about 35% of varieties in the market. The demand of the flowering plants in the whole year was stable except for Mother's day. The demand was the most high during the Mother's day. The price of Phalaenopsis flower plants was quite stable the whole year round. The retail price was about two times or more of the whole sale price. The main producing area in the USA were Florida state and California state. There were about 17 nurseries from Taiwan. They have about 18 hectares of greenhouse located mainly in the east coast and the west cost of the USA. Phalaenopsis young plants imported to Canada were mainly with bared root. The quality of flower was not quite good. The market was not big in Vancouver. Phalaenopsis flowering plants were mainly produced from 4 nurseries. The quantity supplied seems more than demand. The marketing in Canada was quite similar to that in the USA. Many of the plants were sold through a local auction market called United Flower Growers. Many of the flowering plants went to Washington State of the USA. The quantity exported to the USA is decreasing. The major problems for Phalaenopsis orchid to be exported to the United States include techniques for maintaining the quality of seedlings, affording the quantity of market demands, reducing the rates of mutants and virus and clarifying the environmental conditions for forcing. Accordingly, to develop the marketing of Phalaenopsis orchid, it was critical to improve the quality of seedlings, to reduce the rates of mutants and virus and to provide environmental conditions for forcing for those major cultivars and thus to improve the acceptance of those foreign orchid growers and to enlarge American markets. To reach these purposes, the flower suggestions were recommended to (1)establish qualified standard greenhouses of Phalaenopsis orchid for exporting to the United States in Tainan Orchid Plantation for rent to those interested orchid growers in Taiwan, (2)to enhance the developments of energy-saving facilities, (3)to speed up the researches of cultivating technologies for the mass production, storage and shipment and quarantine of seedlings, (4)to assist the interested growers to establish practical application system and help them to establish final nurseries for commercial flowering plants in America, and (5)to merchandize the major orchid varieties in the United States by applying for variety protection.