"Healing economy" has become a new consumer trend for pet raising
With the continuous acceleration of consumption quality upgrading, consumer demand is changing from low-level and popular to high-quality and diversified. Consumers are more willing to return to the essence of life, pay attention to emotional value, and increase their willingness to consume in terms of health preservation, spiritual healing, self-worth enhancement and personality manifestation.
Debang Securities pointed out in the "Optional Consumption 2024 Strategy Report" that consumer goods that can meet emotional needs, make people happy, and reduce stress have a high degree of prosperity, such as small household appliances that improve life, sports and fitness that promote dopamine secretion, pets that provide companionship, and smart homes that improve the quality of life.
The "healing economy" has gradually evolved into a powerful consumer driving force, and raising pets has become a trend under the consumption demand of the healing economy. The fast-paced life of contemporary society brings great psychological pressure to young people. In the face of busy work, complex interpersonal relationships, and an unknown future, they often feel overwhelmed, and psychological problems such as anxiety and depression follow one after another. The demand for pet companionship is rising day by day, and this group has gradually become the main consumer force of the pet economy. The role of pets in the family has also gradually changed to that of "emotionally accompanied" family members. According to the "China Pet Consumption Trends White Paper 2021", more than ninety percent of pet owners have pets for emotional motivation, more than four out of ten pet owners regard pets as family members, and pet owners are more likely to regard pets as members of the family and are willing to spend more money for them to buy higher-quality goods and services.
At the end of the day, the pet economy is also a healing economy. People get warmth and companionship from their pets, and at the same time, they want to give them more intimate and meticulous care. Therefore, in the consumption environment, the pet economy has taken advantage of the trend.
Chaoyun Group gives full play to the advantages of resource integration
Lay out offline stores to create emotional healing charging stations
For enterprises with richer resource accumulation and precipitation in the pet industry, with higher sensitivity and forward-looking layout, they can get dividends earlier. Taking Chaoyun Group as an example, taking advantage of the continuous heat of the pet economy, Chaoyun Group proposed the "Thousand Store Plan" at the beginning of 2022 to deploy pet stores on a large scale across the country. This is not only optimistic about the prospects of pet economic prosperity, but also an accurate judgment of consumers' pet emotional needs.
Based on the grasp and judgment of industry trends, Chaoyun Group quickly took action to accelerate the layout of offline pet stores. In March and September this year, it successively made strategic investments in Claw Technology and Shenzhen Mileyun. Digging deeper, the two acquisitions of Chaoyun Group have deep meaning.
According to public information, the brand of Claw Claw Technology, Claw Meow Planet, is a comprehensive chain pet store focusing on the operation of shopping centers, and has become one of the largest chain pet stores in Shenzhen shopping malls. At present, there are 15 stores in operation, and its resources in the pet industry are rich in accumulation, and it has the advantages of clear profit model, healthy cash flow, and differentiated service scenarios in shopping centers. The Shenzhen Mile Cloud brand Mile Obedient Pet Biology Museum has Internet thinking, rich experience in Internet operation, strong operation ability and marketing ability in online promotion and membership marketing. The acquisition of the two companies by Zhaoyun Group is intended to complement and integrate the advantages of both parties, fully open up online and offline channels, and increase customer stickiness. This move is conducive to Chaoyun Group's offline pet business expansion and market seizure.
Looking at it again, Miller Obedient Pet Life Museum has achieved outstanding results before it was acquired. Explore the new model of pet stores, create the first 4S pet service-oriented store system, and create a companion pet sharing space. Create personalized and differentiated services from the details, from pet lifelong feeding guidance, professional cleaning and beauty, pet car transfer to the store service, to pet photo shooting, pet birthday holding, pet cake DIY, and create a perfect and warm pet café, to provide customers and pets with sufficient interactive space, to create a new scene of pet consumption, 360 degrees to meet the service needs of modern pet owners in the busy work and life of pets and provide them with more emotional value. After the acquisition of Chaoyun Group, it is expected to quickly replicate the 4S pet service-oriented store system.
It is worth mentioning that Chaoyun Group has continued to promote the multi-brand and multi-category omni-channel strategy in recent years. It has advantages in product research and development and brand power, and has perfect online and offline channels, as well as multi-category and multi-brand operation experience. Relying on its own advantages, Chaoyun Group superimposes the dual empowerment of Claw Technology industry resources and Shenzhen Mile Cloud's Internet operation capabilities, helping Chaoyun Group's offline stores to quickly and multi-point replication with high cost performance and achieve greater market share and brand influence.
Overall, the healing economy has driven the booming pet industry and provided a rare opportunity for domestic brands. Chaoyun Group's "Thousand Store Strategy" shows its keen insight into market trends and strong strategic layout capabilities, and is expected to stand out in the pet industry, quickly occupy the market, and support future performance growth.
(The content is for informational purposes only and is not intended as any investment advice.) ）
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