Every 5.4 seconds, there is a live broadcast with annual online sales exceeding 30 billion

　　The rise of the online pet economy

　　"Too cute!" "The cat's eyes are as beautiful as sapphires"... Nowadays, many people like to watch pet live broadcasts.

Behind the stupid pets, there is a huge market for pet economy.

According to the White Paper on China's Pet Industry in 2019, China's urban pet (dog and cat) consumer market exceeded 200 billion yuan in 2019, and the overall scale reached 202.4 billion yuan, an increase of 18.5% year-on-year.

With the rise of the pet economy, especially online, pet consumption is extremely hot, and business models are more diverse.

"Cloud sucking pet" popular

Playing cats and dogs across the screen

　　Xiao Chen, who works in Beijing, said that nowadays, life is fast-paced, stressful, and accompanied by little company. “Cloud sucking pets” (watching pet videos taken by others on the Internet) can make people relax and kill time.

"Watching the stupid Shiba Inu guessing which one the snack is in the owner's hand, or watching the energetic cat and the automatic ball machine fight dozens of back and forth, can all relieve the pressure."

　　Kuaishou Big Data Research Institute recently released the "2020 Kuaishou Pet Ecology Report".

The report shows that the highest single-day playback volume of short videos of Kuaishou pets reaches 700 million.

As of May 2020, Kuaishou has a pet live broadcast every 5.4 seconds, with an average live broadcast time of 1 hour per game and an average daily live broadcast time of 16,000 hours.

The number of pet viewers exceeds 100 million, the number of active pet authors has reached 75,000, and the proportion of "post-80s" and "post-90s" pet authors is 80%.

As early as March this year, Taobao's "Taobao Economic Warm Report" also showed that the number of live pet live broadcasts on Taobao in February increased by 375% year-on-year, and 1 million people watch pets on Taobao live broadcast every day.

　　In fact, not only dogs and cats as "national group pets", pigeons, ornamental fish, hamsters, alpacas, reptiles, tortoises and other pets are also attracting attention.

On the Kuaishou platform, the average daily playback volume of alpaca short videos exceeds 1.2 million, and the average daily playback volume of chameleon short videos exceeds 600,000.

　　In addition to being cute and funny, the ability of pets to carry goods should not be underestimated.

During the "June 18" promotion period this year, Douyin pet anchor "Wang Xiaoyin Yanxuan" cooperated with pet vertical e-commerce company E Pet. The amount of live broadcasts reached 2.08 million yuan, and the total number of viewers reached nearly one million.

Place an order for your pet

E-commerce pet category is hot

　　Mr. Yang from Tianjin has more than 20 years of experience in raising dogs. He told reporters that the pet economy is becoming more and more developed and products and services are becoming more and more detailed.

In the early days, pets might have leftovers, but now there are dog food, cat food, and various nutritional supplements; in the past, it was enough to raise a dog for a walk sooner or later, but now you have to buy toys to make it happy.

If you want pets to live a "exquisite" life, money investment is inevitable.

　　According to the White Paper on China's Pet Industry in 2019, pet food is an important link in the pet industry chain.

In 2019, the per capita annual consumption of a single pet dog reached 6082 yuan, and the per capita annual consumption of a single pet cat was 4755 yuan, a year-on-year increase of 10.3%.

Nowadays, a large part of these consumption is transferred online.

Whether it is daily online shopping or e-commerce festivals, placing orders and stocking pets has become a new consumption hotspot.

　　At the 23rd Asia Pet Expo held in August this year, Alimama, together with the Asian Pet Expo and Tmall Pet Industry, released a series of pet economic reports. In the past year, online sales of the pet industry exceeded 30 billion, and Tmall Taobao accounted for more than 7 The growth rate of the number of pet brands on the Tmall platform exceeded 60% year-on-year.

　　In addition to pet food, consumer demand for pets related to health, play, dressing, and social activities is on the rise.

In the search for consumption related to pet travel, pet car tents have tripled, and pet space capsules have increased by more than 200%.

After the epidemic, intelligent pet raising rose, automatic litter boxes increased by 879%, and automatic drinking fountains increased by 120%.

　　Pet food delivery also ushered in an outbreak.

The "2020 Pet Takeaway Report" released by Ele.me shows that in the past year, Ele.me’s pet takeout orders have increased by 135%, and users spend an average of RMB 125 per order.

Currently, Ele.me has more than 3,000 pet products and services.

The sales growth of cat food, dog food, cat litter, canned food, snacks and other commodities all exceeded 100%.

"It" economic rise

The industry chain is getting better

　　The “it” economy with pets as its core is on the rise. According to industry insiders, from the perspective of the age group of pet owners, “post-80s” and “post-90s” have become China’s “main force” for pets. The online pet economy is booming.

In addition to pet trading, the business model of pet food, custody, clothing, beauty, photography, medical care, funeral, insurance and other sub-tracks continues to innovate and is closely integrated with the industry chain.

　　For example, there are endless online pet courses, with unit prices ranging from 1 yuan to several thousand yuan. The content covers daily pet breeding, beauty styling, medical care, and helps users understand pet life habits, understand pet psychology, and train pet skills; many Pet bloggers use online knowledge sharing to divert and promote offline pet grooming, pet hospitals, pet boarding and other services; there are also cute pet bloggers who turn pets into IP for realization, such as launching dolls, key pendants, mobile phone cases and other peripherals Products come to profit.

　　Huachuang Securities analyzes that in recent years, in domestic first- and second-tier cities, pets are moving away from the function of a home care home and evolving to a purely emotional sustenance function. The pet market has great potential for development.

The current national household pet ownership rate is only 4.4%, and the highest in Shanghai is only 19.8%, while the U.S. pet ownership rate is 68%; in terms of average pet consumption, China is only 1/3 of that of the United States and 1/ of Japan. 5.

It is estimated that in the next five years, China's pet industry can maintain an average annual growth rate of more than 15%.

　　Reporter leaves