Pet consumption categories are becoming more and more abundant
Offline pet consumption physical stores
In recent years, more and more pets have become people's "family members" Photo/Netizens provide
Text/Figure Yangcheng Evening News reporter Wang Man intern Tan Xin
"Contemporary young people may not be keen on having babies, but they like to raise cats and dogs", which seems to be a joke, but behind it is the pet economy that hides deep development potential. With the reduction of the number of families in China and the changes in people's living habits, people's demand for pets has risen greatly. At the same time, with the improvement of the income level of pet owners, changes in family structure and changes in consumption concepts, pet single-customer consumption continues to rise. Pet food, medical treatment, grooming, training and other subdivision products and services consumption is becoming more and more popular, pet consumption market size continues to grow, consumption is also upgrading, more and more professional and refined trend.
The average number of pets continues to grow
With the development of social economy, the per capita income level gradually increased, and pets became more and more members of families. At the same time, people are also paying more and more attention to the physical and mental health of pets, due to the busy work can not accompany the family of people, often choose to keep multiple pets, the average number of pets in the family with pets is also growing.
According to the data released by the "2020 Pet Industry White Paper", the number of urban pet cats and pet dogs in China reached 100.84 million in 2020, breaking through the 100 million mark for the first time, an increase of 1.7% year-on-year. Among them, cats and dogs accounted for the largest share, with dogs accounting for 51% of all pet types and cats accounting for 46% in 2020; the number of pet dogs decreased by 5.1% compared with 2019, and the number of pet cats increased by 10.2% compared with 2019.
In fact, pet cats are less expensive to keep than pet dogs, require pet owners to spend relatively less time and energy, and are more suitable for busy urban young people. Therefore, the number of cat lovers in China has grown rapidly, and relevant data show that in 2020, the number of cats and dogs in China's cities and towns reached 62.94 million, of which 27.01 million cat owners, an increase of 10.2% year-on-year, and the number of dog owners declined to 35.93 million. The increase in cat lovers has led to an increase in the demand for pet cats, and the number of pet cats has increased rapidly.
With the deepening of the trend of fine pet raising, pet consumption categories are becoming more and more abundant. Natural grains and organic grains are favored; pet snacks also provide more choices for pet owners; safety and design convenience of supplies are concerned, and intelligence and appearance have become trends. The reporter learned that in pet consumption, pet food consumption accounts for the highest proportion, ranking second for pet diagnosis and treatment, and pet supplies consumption expenditure ranks third.
According to pet owners, pet food is roughly divided into: dry food, semi-dry food, wet food. Dry food is an important part of pet food. Semi-dry food and wet food have not yet become the mainstream, on the one hand, it is not just needed products, on the other hand, it is a large test of the cold chain and inventory of the product. In fact, consumers have lower brand loyalty when it comes to pet food purchases, and there are still great opportunities for new brands. A large number of new "cat slaves" and "dog slaves" have brought new market growth.
In Mr. Ban's pet life hall, the owner told reporters: "The main cost of raising cats and dogs is food, and if you want to make your pet healthier and more beautiful, you have to invest a lot of raising costs." ”
In addition, with the development of the pet economy and the addition of the Internet, pet smart products have gradually entered the market and become a new target for the development of many enterprises. According to the data of the "2021 China Pet Consumption Trend White Paper", pet smart products are increasingly accepted by pet owners, and nearly 40% of users are young people in their 20s and 30s, especially smart feeding devices and wearable devices, and the consumption rate has grown rapidly in the past year.
The reporter learned that the main function of pet smart products on the market is intelligent feeding for pets and understanding the status of pets. In 2020, during the "Double 11" shopping festival, the pet products market experienced high growth. According to the data provided by Tmall, during the "Double 11" shopping festival, the shipment of hardware smart products related to pets increased by more than 5 times, and the number of pet food products increased by more than 1 times. In the Taobao system, more than half of the new buyers of smart hardware products accounted for more than half, and the attention and actual payment amount showed a significant increase. In addition, the related products of the JD platform also had considerable growth data last year.
The pet market has uneven levels of service
The rapid growth of the pet industry has also brought some industry chaos, many pet lovers reflect that at present, in the fields of pet medical treatment and pet grooming, the service level is uneven, and the situation of chaotic charging is more common. According to a survey by the Guangzhou Municipal Council, the top three problems with pet services in the market are inadequate service (45%), lack of service standards (43%) and unreasonable prices (40%).
Some pet owners reflected: "The charging standards of pet hospitals are unknown, and the difference is very large. For the same operation, some pet hospitals charge 5,000 yuan, and some pet hospitals charge about 3,000 yuan. The reporter learned that there are industry chaos such as expensive fees and arbitrary pricing in the pet medical industry, and many pet owners have complained that "pets are expensive to see a doctor."
Some insiders said that at present, the entire pet industry is still in the early stages of development, and the industry concentration is not high. Taking pet medical care as an example, according to incomplete statistics, there are now about 11,000 animal diagnosis and treatment institutions in the country, most of which are small in scale and lack standardized management.
According to industry insiders, the rapid growth of the pet medical and beauty market demand has spawned a lot of speculation, so that some people who can not meet the standards of the industry have also entered the industry, in this case, the pet market urgently needs to make up for the regulatory shortcomings.
The future of the pet economy can be expected
With the continuous improvement of pet family penetration rate and industry maturity, from pet hospitals, pet schools, pet clothing, pet food, pet grooming, etc. for pets, to pet-themed restaurants, cafes, hotels for pet lovers, and now a series of electronic products, software and live broadcasts with pets as the protagonists, together constitute a huge pet industry system. The pet industry has ushered in a wave of climax in the process of continuous segmentation, and the pet industry chain has also been continuously extended, developing to product intelligence and service humanization.
Nowadays, "favored" no longer distinguishes between online and offline, and pet consumption models such as "cloud sucking cats" and "cloud dogs" continue to emerge; online consumption has become an important growth pole of the pet economy. According to the "2020 Pet Takeaway Report" released by Ele.me, in 2019, Ele.me pet takeaway orders increased by 135%, and the average user consumption was 125 yuan. The "pet + e-commerce" cargo model is breaking the structure of simple sales in the past, improving entertainment, observability and interactivity, and also realizing the diversification of goods with the help of pets. Beauty anchor Li Jiaqi's dog Never has quite a traffic, a beauty brand has cooperated with it to launch a cute pet series of eye shadow disks, one of which is a product with Never as the cover "Puppy Disk" is very popular, gaining a large number of female fans. This made many netizens shout, this year, even dogs have come to grab endorsements!
In fact, in the context of China's national economic consumption upgrade, the pet economy is also experiencing consumption upgrading - the change has arrived, and the future can be expected.
Source: Yangcheng Evening News