Cute pet short videos give birth to a new economy
Our reporter Yuan Lu, intern reporter Lu Yang
At the moment when everyone can broadcast live, the protagonist of the camera is more than just people.
The bulldog who can skateboard, the Samoyed with an angelic smile, the orange cat who is soft and cute and coquettish...Many cute pets have occupied the live broadcast room unknowingly, attracting many netizens to praise them and rush to make gifts.
In addition to our common cats and dogs, pet short video accounts and protagonists in front of pet live cameras are becoming more and more diverse. Small animals such as pigs, cole ducks, alpacas, tortoises, etc. attract the attention of netizens.
A report by Kuaishou shows that as of May 2020, Kuaishou has a pet live broadcast every 5.4 seconds, with an audience of over 100 million people.
It is undeniable that these cute pets have become powerful tools for platforms such as Douyin, Kuaishou, and Taobao to seize traffic, and have driven the rapid development of pet e-commerce and the entire pet economy.
4.38 million people watch online celebrity little pig
A naive little pig would actually sit on the toilet to go to the toilet by himself!
Its ass is sitting on the pet toilet, its two front legs are resting on the raised hind legs, and it is gasping for breath. This short video was released on the Douyin account "Yuanbao Disobedience" and immediately received 438 Ten thousand likes, and quickly gained 3 million followers. Fans in the comments shouted: "This is too cute!" "Like a kid!" Another little pig, as the anchor, is mainly responsible for eating in front of the camera. Netizens shouted "decompression" and "cure".
Recently, Ke Er Duck, which has swept the entire network, has also become a frequent visitor in the live broadcast room.
In the Kuaishou studio, a Keer Duck is competing with an internet celebrity anchor for singing talent.
The internet celebrity connected to it just finished singing a song "Counting Ducks", and Keer Duck was not far behind, and sang the song quack, screaming quickly and soothing for a while, accompanied by a cute expression and a smart look. Let netizens keep brushing gifts.
After a while, Ke Er Duck's popularity overcame professional singing bloggers.
The owner of this Cole Duck said that these traffic has indeed brought him considerable income, and currently plans to quit his current job and become a full-time pet blogger.
On Taobao’s live broadcast, the pet homestay also opened the eyes of fans. In front of the live broadcast, a golden retriever and a Corgi served as tour guides and personally took the netizens to every room of the homestay, the swimming pool set up for dogs, Swings and slides make netizens who watch the live broadcast can't help but sigh "people are worse than dogs".
Nowadays, many netizens have become fans of these pets, even spending big money.
The amount of goods brought at one time reached 2.08 million yuan
In addition to being cute and cute, the ability of pets to carry goods should not be underestimated.
During the "June 18" promotion period, Douyin's pet anchor "Wang Xiaoyin Yanxuan" had a live broadcast of 2.08 million yuan, with a total of nearly one million viewers.
In fact, the upgrade of pet consumption has become an indisputable fact for pet owners.
In addition to pet food such as dog food and cat food, health care products and pet entertainment facilities are also indispensable.
"Vitamins, probiotics, potassium iodide, lactoferrin, fish oil, nutritional powder...I plan to buy a larger cat climbing frame." Ms. Peng, who has 4 pet cats, told reporters how much she spends on pets. "Many of these pet supplies were taken in the live studio. I saw cat food and toys owned by pet bloggers and wanted to match them."
Ms. Peng said that every month she buys pet supplies worth about 2,000 yuan in the pet live room. Compared with the time when she raised her first cat, the average cost per cat has increased by nearly five times.
Not only are pets’ daily expenses inspired by the popularity of pet live broadcasts, birthdays and weddings for pets are also becoming more common.
Ms. Qin has a bulldog in her family. She recently passed her 3 years old birthday. “Take it to make a pet wash and care for 50 yuan, buy a pet cake 188 yuan, plus room layout, print pet photos, and make Birthday poster, this time it cost nearly 500 yuan for a pet’s birthday.” Ms. Qin went on, “I never thought about giving a pet a birthday before. Once I saw a puppy live broadcasting the birthday with Douyin, and this was born. Thought, I plan to hold a warm pet wedding for it in the future!"
Behind the upgrade of pet consumption are the changes in consumption concepts and the needs of emotional appeals. Most people who consume pets are born in the 80s and 90s. They not only have a certain consumption ability, but also regard pets as writers.
According to the "2019 China Pet Industry White Paper" research shows that 59.1% of pet owners regard pets as their children.
Consuming for pets is not only a material manifestation of love for "family", but also can satisfy one's own emotional needs and relieve anxiety in life.
The market scale has exceeded 20 million yuan
According to the White Paper on China's Pet Industry in 2019, in 2019, the number of dogs and cats in cities and towns nationwide was 99.15 million, and the consumption scale exceeded 200 billion yuan.
This billion-dollar market is still evolving today.
Ele.me’s "2020 Pet Delivery Report" mentioned that in the past year, Ele.me’s pet delivery orders have increased by 135%, with an average order of 125 yuan.
The sales growth of cat food, dog food, cat litter, canned food, snacks and other commodities all exceeded 100%.
This means that people are more and more willing to buy goods for pets online, and they are also very willing to spend money for pets.
In addition to pet food delivery, media companies in the pet industry have also developed gratifyingly. Star Pet Show is a company specializing in pet video production and pet internet celebrity operations.
According to a data released by it, the company's performance in 2020 has nearly quadrupled.
According to the company's plan, in the choice of self-media platforms, Douyin and Xiaohongshu are the mainstays, and station B and Kuaishou are deployed at the same time.
The number of pure pet accounts he has cooperated with in Xiaohong Bookmark has grown to 800.
However, this seemingly hot pet market also needs to be treated "coldly".
Under the influence of this year's epidemic, many stores engaged in professional pet care and medical treatment have been hit hard.
From the perspective of industry insiders, the pet industry is still facing many internal and external problems. Practitioners can only share the dividends by seizing the opportunity of providing online service transformation.