Recently, a form of creation called "kitten literature" has become popular on major online platforms, in the work, the cat can talk to you, it will call the cat food "kitten rice", will tell you what it encountered today that makes the cat happy, and can even talk to you about serious human (cat) life topics... It is such a simple dialogue with a casual photo of a kitten, enough to poke millions of netizens, it can be said that there is no skill and all emotions.
The cats in "Kitten Literature" are loving, flexible and vivid, but what really touches people is the state of mutual support and interdependence between people and cats.
The "2021 Pet Industry White Paper" shows that one of the most significant characteristics of pet owners in recent years is youthfulness, and the post-90s generation has become the main force of pet raising, accounting for 46.3% of the total, and almost 1 in 2 shovel officials is the post-90s. In addition to the improvement of living standards and financial capabilities, the love for pets is more due to the emotional needs of this generation.
Cats also have superpowers, specializing in treating loneliness and unhappiness
In his third year in Shenzhen, Ono no didn't know how many times he woke up late at night.
Looking at the ceiling, my mind uncontrollably began to review the day's work: Recently, the environment is not good, will the company lay off employees? What did the meaningful words that the leader said to me at noon mean? Did I make a mistake in the meeting...
There was no sleep for a while, Ono simply sat up and flipped through the bill, excluding the monthly rent, commuting expenses and living expenses, it seemed that there was not much left.
When he was upset, Ono would also call his parents to complain, "but it was difficult for them to understand." "They don't understand why they are so anxious about what KPIs, what L1, L2, they just think that if it's hard outside, it's better to go home early to get married, have children, and live a peaceful life."
Xiaoye felt unconvinced, but very frustrated, he came to Shenzhen with a passion at the beginning, and now he is several times more anxious about the busy work, and he has also worn out the vitality of the year, and he dares not think of buying a house and settling in Shenzhen.
But in the eyes of parents, having a house is a place that can really be called "home".
"Everyone says that Shenzhen has a high salary, but when I really come here, I find that the people here seem to be busy making money, as if they can't find other fun."
Ono comforted himself that every deep drifter was destined to be just a guest in this city. Until a cat appeared and completely changed her mind.
"At that time, I just saw that it was pitiful and fed it a few times, but I didn't expect it to follow me home." Ono has no experience in raising cats, but after getting along with cats for a few days, he gradually likes this fluffy little creature, firstly, he does not need to take care of too much, and secondly, he not only feels good in the rental house, "At least every day when I go back from work, I can say 'I'm back', instead of staring at the four walls like before." ”
In order to give himself and his cat a better living environment, Ono moved out of the dark and chaotic urban village, and after looking for a few houses, finally chose Longhuguan Apartment. Ono was immediately impressed by the room here, "It's rare to have such a warm layout that makes people feel like home." ”
The new life of one man and one cat begins here, and Ono seems to have found his place in the city.
"Although I often worked overtime until late at night, when I suddenly realized that a kitten had been waiting for me at home, opened the door and saw it with its tail 'meowing' to greet me, at that moment, I understood what a sense of belonging at home is."
For Ono, staying up late overtime is a common occurrence, and there have been times when I have emotional breakdowns, "but it makes me no longer feel like I am alone, no matter where I go, I will remember that there is a cat waiting for me to come home, thank my kitten." ”
Create a social field for young people and create a "de-islanded" rental ecology
"Eliminating loneliness" basically represents the main demands of China's main cat breeders "post-80s", "post-90s" and "post-00s". Over the past 30 years, pets have undergone a shift from a "caretaker" role to a "family member." The demand for "sucking cats" is increasing, but not everyone has the objective conditions for raising cats.
The second generation of Shen Reiko is Ono's neighbor, she originally lived with her family and was also a homeowner in Shenzhen. But her desire to have a cat was strongly opposed by the family, "My mother even gambled and said that there is a cat without me", Reiko also cried and laughed when she said this contradiction. In order to be able to raise cats, Reiko simply moved out and lived.
"There are cats at a young age" - affirms the absolute status of cats as the social capital of contemporary youth. How to quickly open the topic and break the social awkwardness? You can't go wrong with talking about your own cat embarrassment; Inviting friends to pet your cat at home is also a good way to heat up quickly.
Reiko and Ono met at a pet pop-up event held at their apartment. This event invited professional external agencies to the apartment, providing free pet health consultation, simple cleaning services, and the most streamlined cat poke and poke fun handmade DIY for all tenants who signed up to participate.
"On the day of the event, I learned that we have so many households here with cats, and the varieties are quite complete. I took my family to make a fortune and play, which also made her a little social. Reiko also met John who specially brought cats back from Germany at this event, the girl who has three cats at home and often has to deal with "fights" incidents, and the "parents" Jiahao couple with a pair of super beautiful eyes and a pair of kittens and grapes...
According to the operation officer of Longhu Guanyu Qianhai store, in the process of daily communication with customers, the store found that the proportion of cat breeding groups is increasing. During some special periods, such as when tenants are on business trips, many tenants will also ask the operation officer to temporarily act as a shovel officer to help take care of the kittens at home. "We have insight that in fact, many tenants have some consulting and daily cleaning needs in terms of pet care, and as a platform, we take the initiative to find suitable resources for grafting, which can meet the needs of tenants on the one hand, and create new social scenes for them on the other hand."
Considering that cat raising has become a social topic, the operation officers of Guanyu also launched the topic of "tricking you into being a cat slave" on social media, with 4.918 million views, 1169 original people, and 2829 discussions in just 5 days.
Be a temporary shovel officer for tenants, hold themed pop-up activities for shovel officers, and even launch exclusive social topics... Deep insight and rapid feedback on tenants' needs is undoubtedly one of the important reasons for the rapid development of Longfor Crown Apartments in the Bay Area in recent years. According to the data, Longhu Guan Apartment has operated 49 stores in six cities, namely Guangzhou, Shenzhen, Buddha, Zhuhai, Zhongguan and Guangzhou, with a total room volume of about 15,000 and serving more than 120,000 customers. With community and youth culture as the core, Guanyu emphasizes the voice of young people, advocates a "de-islanding" rental ecology, opens a new community life with "GOYOO Planet", and creates a happy and harmonious community culture and atmosphere for young people.
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