Meng pet economy: young people spend money for "cure"?
In terms of keeping pets, the interests of contemporary young people are becoming more diverse.
After work every day, Sun Minghao plunged into his own "zoo" after 1995: 2 puppet cats were running around at home, 6 turtles crawled on the ground, and dozens of tree frogs and horned frogs were waiting in the water tank Change the water. Shoveling shit, feeding, changing water... After working every day, he would spend about an hour to "serve" these "masters".
In recent years, all kinds of novel pets have begun to enter the public eye. In addition to sucking cats and dogs, guinea pigs, alpaca, cole ducks, big geese, turtles, lizards, marmots... a variety of novel pets have also become popular. On social platforms, more and more cute pet bloggers are using practice to prove that everything can "suck".
Sucking cats and dogs to raise ducks and geese, while many young people are cured by cute pets, they also "burn money" for their pets. From staple foods and snacks, to toys and clothes, from smart shit toilets to special diapers, from pet cafes to cute pet restaurants, the market for "it economy" is expanding. Qingshan Capital's "2020 China FMCG Early Investment Opportunity Report" shows that the pet market has exceeded 200 billion yuan.
However, this hundreds of billions of scale market also has inherent hidden concerns. Industry insiders and industry experts pointed out that the safety, hygiene and supervision of new consumer places such as animal cafes and pet restaurants should keep up with them in time, and disputes in the fields of pet medicine and animal rights protection have also been ongoing.
Sucking cats and dogs to raise ducks and geese, young people seeking "cure"
In the early morning of July 3, well-known actor Wang Luodan posted a "Duck Hunting Notice" on Weibo, saying that his colleague's pet duck was carried away by a woman in Xi County, Henan. People who steal ducks may not know that this is not an ordinary meat duck in the vegetable market, but a little expensive "advanced net red" pet duck-Cole duck.
Call duck (Call duck) because of its small size and cute, docile temperament, very sticky, strong interaction, in recent years has become a famous pet duck, some celebrities like to raise. In the past two years, Cole Duck has been quite popular in the pet market.
Today, Cole Duck already has its own fans and exclusive posts on the Internet; some cities also have offline "duck cafes", and many young people come here especially to "suck ducks".
Zhao Li (pseudonym) from the 90s in Huai'an, Jiangsu is one of the new duck owners. Because she likes the expression pack of Cole Duck before, in May this year, she could not help buying a few Cole Duck eggs from the Internet and tried to hatch herself. From the first day of receiving the duck eggs, he used a flashlight to illuminate the duck eggs every day and took a mobile phone to photograph the daily changes. From a tuo of egg yolk to gradually seeing the bloodshot, and then gradually forming, she saw the birth of a new life.
On the 25th day, the duck's egg began to break, and the golden duckling that had been covered with golden egg appeared. She named the little duck "doodle" and regarded it as her own child. "It grows very fast after birth and grows every day, it feels like being a mother."
However, this is also the beginning of more happiness and troubles. Dudu is very sticky and will follow you wherever the owner goes. In order not to let himself grow into a "little tail", Zhao Li learned from the experience shared by other duck friends on the Internet and bought 2 little yellow duck toys for Dudu. After the fight, Dudu stayed with the two "fake classmates" at home.
The "2019 White Paper on China's Pet Industry" shows that the number of pet dogs and cats in my country's cities and towns has reached 99.15 million, an increase of 7.66 million from 2018. It has become the "main force" for pets in China after the 1990s. Data also shows that the proportion of pet owners in first-tier cities is 38.8%, and the proportion of pet owners in third-tier cities and below cannot be underestimated, reaching 34.4%.
For many young people, Meng pet is not only a pet, but also their spiritual sustenance.
Sun Minghao loved all kinds of small animals from an early age, and raised turtles in high school. "I didn't want to communicate with my parents at the time, and pets can relieve boredom." After I went to college, the act of raising pets was unacceptable. "(If) there is only one, pets will be lonely." Although the family always said that pets will taste more when they are raised, but he feels that every pet can accompany himself, encounter troubles, see so many cute Meng Chong, I feel my heart is warm.
Hundreds of millions of cute pet market waiting for upgrade
Because of the rapid growth rate, two months after the birth of Dudu, Zhao Li prepared new rations, including grains and dried tofu, as well as dried pumpkin, dried vegetables and dried meat. But compared to food, how to deal with excreta is the thing that bothers her most.
Because of the special excretion system, chickens, ducks and poultry are all "where they go and where they are pulled". How to deal with feces has become a headache for pet owners. Zhao Li often vomits "toot": "Why don't you do anything, shit first." For this reason, she also bought a lot of chicken and duck exclusive diapers online, the price of a single piece is from a few yuan to a dozen yuan Wait.
Pet food, hygiene products, care products/clothing, toys, edible utensils...all kinds of products are available. On Taobao, smart shit toilets with a unit price of around 5,000 yuan sold over 3000 units on Taobao in 2018. During the Spring Festival in 2019, the sales of pet apparel in Tmall supermarkets increased by 38% year-on-year, pet medicines increased by 66%, and the sales of pet food increased by nearly 106% compared with last year.
As more and more young people join, the cakes in the cute pet market are getting bigger and bigger. Qingshan Capital released the "2020 China FMCG Early Investment Opportunity Report" that the pet market has exceeded 200 billion yuan. However, the huge pet market is still facing the trouble of upgrading.
After 80s, Tong Meng started his own pet shop after graduating from college in 2008. Now he has 7 pet shops in Beijing. Although she has been in the industry for many years, she feels that this is not a very good business. At present, the pet industry still has problems of unevenness: lack of industry management standards and regulations, large and small shops are scattered, "closed every year There are actually more stores than newly opened stores, but there are still many young people joining them.
Tong Meng believes that the pet industry is not a field that can take off with enthusiasm and hobbies alone. In the case where many brands are small and complex, and the industry services lack standards, the overall profit of the pet industry is relatively low, making it difficult to create giant enterprises.
At present, domestic brands account for about 60% of my country's pet market, and nearly 40% of the market is occupied by a few foreign high-end brands. There are only 7 listed companies in the domestic pet economy, and most of the rest are still in the initial stage. According to the statistics of Youzhi Research Institute, Chinese enterprises mainly sell in the low-end market, and most of the market share, especially the high-end market, is occupied by foreign brands.
Pan Helin, executive dean of the Digital Economics Research Institute of Zhongnan University of Economics and Law, said that most of my country's pet industry adopts the "OEM" business model, which is still at the bottom of the international industrial chain. Most domestic pet companies with public financial reports still have low-end product positioning and lack independent R&D and innovation capabilities.
In addition, many pet-related services often lack industry management standards and regulations, as well as targeted management regulations in case of disputes.
Take the pet cafe as an example. Shanghai, Shenzhen, Chengdu and other places have the largest number of pet cafes. As early as July 2018, the "Code of Practice on Food Safety for Food and Beverage Services" issued by the State Administration of Market Supervision clearly stipulated that "poultry, livestock, and other animals are not allowed in food service establishments." As for whether the animals in the pet cafe are pets or livestock, it is often difficult to define.
Pan Helin believes that the pet economy may be a “gold-absorbing” sunrise industry, but many problems such as irregular management and lack of professional personnel need to be resolved. In his view, improving their own management capabilities is the key to domestic pet companies' response to competition and the key to the vigorous development of my country's pet economy.
China Youth Daily · China Youth Daily reporter Wang Lin trainee reporter Li Ruoyi Source: China Youth Daily
July 14, 2020 version 05