荷兰 普林斯球茎 Prins Bulbs – 面向英国零售的家族出口商

从种植户到对英出口

Prins 是荷兰的一家家族球茎公司，生意做了四代。大约 1924 年，G.M. Prins 在 Voorhout 以种植户的身份起步，地里除了花卉球茎，还种烟草和豆子。他有一个儿子、两个女儿。第二次世界大战期间贸易整个断掉，一家人等到 1945 年才重新把球茎生意拾起来，接手的是儿子 Wim。Wim 继续种郁金香和洋水仙，后来决定自己把球茎卖到国外：他骑车到荷兰角（Hoek van Holland），从那里坐船去英国，在那边一家一家谈下客户，W.P.C. Prins 的出口生意就是从这里开头的。再往后是儿子 John 和妻子 Ellen 接手，把公司做成了今天的样子。John 现在和 Jeffrey、Kelly 一起管事，两个人是第四代，准备把这家公司继续办下去。

自有苗圃与一百七十五年的地

公司有自己的苗圃，球茎按季节备货，冬夏两个季节都能供，稀有和市面上不好找的品种也在里面。Voorhout 一带是荷兰老的球茎产区，公司说，自己周围这片地种球茎已经超过一百七十五年，一直是自家在照看。苗圃里的品种随季节轮换，出口的货也就有了底子，不必全靠外面进货。

自种一部分，其余从同行手里挑

出口的货里，一部分是公司自己种的，其余从同行的种植户那里收。这在球茎行业是常态。Prins 的说法是，正因为自己也种地，知道一个季节的难处落在哪里，收购的时候才挑得准。对英国的出口量，按公司自己的说法属于较大的一档。网站上挂出的认证标识是 MPS-GTP。

为货架做包装

给零售商的货，Prins 备了整条 capper 线，品牌叫 Prins Charming，陈列物料是自家设计的风格，小店和大卖场都能用。除了现成的系列，公司还和零售商一起排货架：哪个品种摆哪一格、一平方米能做出多少营业额，双方一起定。越来越多的零售商用统一的企业形象铺满整店，包装和概念就照着客户的形象做，货到店里直接能上架。生意谈起来也简单，家族企业层级少，回话快。

两个季节的目录与库肯霍夫的展位

球茎生意按两个季节走，冬季目录和夏季目录分开出，每季再补一本新品种增刊。包装有几种常用的形式：展示盒，一个盒里散放五个品种，配一张带品种照片的顶卡；带 capper 的小包装，卡片印着品种信息和照片，挂在货架钩子上；三公斤装的标签袋；木箱装的优惠袋，走混装或主题；还有网袋和礼品袋。公司也是库肯霍夫的参展方之一，展位在庭园水池边，靠近威廉-亚历山大馆。对零售渠道的定位说得直白：把球茎和宿根花卉用消费者看得懂的方式，卖进欧洲的零售渠道。

From Grower to Exporter to Britain

Prins is a Dutch family bulb company that has run through four generations. Around 1924 G.M. Prins started out in Voorhout as a grower, with tobacco and beans in the ground alongside flower bulbs. He had one son and two daughters. Trade stopped completely during the Second World War, and the family only picked the bulb business up again in 1945, when the son, Wim, took over. Wim kept growing tulips and daffodils and then decided to sell his own bulbs abroad: he cycled to Hoek van Holland, took the boat to England and came home with customers, one at a time. That is how W.P.C. Prins became an export company. Later his son John and John’s wife Ellen took it on and made it the business it is today. John now runs it together with Jeffrey and Kelly, the fourth generation, who mean to carry it on.

Its Own Nursery and 175 Years of Ground

The company runs its own nursery and stocks bulbs by season, so both the winter and the summer trade can be supplied, rare and hard-to-find varieties included. Voorhout sits in one of the old bulb districts of the Netherlands, and by the company’s own account bulbs have been grown in the fields around it for more than 175 years, always under the family’s eye. The varieties in the nursery rotate with the season, which gives the export side a base it does not have to buy in full from elsewhere.

Part Grown Here, Part Bought from Colleagues

Part of the export assortment is grown by the company itself and the rest is bought from fellow growers, which is normal in the bulb trade. Prins says that being a grower is what makes the buying accurate: you know where the difficulties of a season sit. By its own account the company is among the larger exporters of flower bulbs to the United Kingdom. The certification mark on its site is MPS-GTP.

Packaging Built for the Shelf

For retailers Prins keeps a full capper line under the name Prins Charming, with display material in its own house style that works for a small shop and a large store alike. Beyond the standard range, the company plans the shelf with the retailer: which variety goes where and how much turnover a square metre can carry is settled together. More and more retailers run their own corporate identity across the whole shop, so packaging and concepts are made to match, and the goods can go straight onto the floor. Talking business is short work in a family firm, where the lines are few and the answer comes back quickly.

Two Catalogues and a Stand at Keukenhof

The trade runs on two seasons, with a winter catalogue and a summer catalogue, each followed by an annual supplement for the new assortment. Bulbs ship in a few standard formats: showboxes, five varieties loose in a box with a top card and a photo per variety; small packs with a capper card printed with variety information and a picture, hung on the hooks of a rack; three-kilogram bags with labels; bargain bags in wooden crates as mixtures or theme bags; and netlon or gift bags. The company is also one of the exhibitors at Keukenhof, with an entry at the edge of the court pond near the Willem-Alexander Pavilion. Its stated aim is plain: offer flower bulbs and perennials to retail channels in Europe in a way the consumer understands.

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