In May, luxury brand Celine launched its first pet product series, and Nimo, a Yorkshire terrier living in Paris, experienced it for the first time.
With the new collar on, Nimo was feisty and jovial, but within a day, the tag with the Sireen logo on it fell off.
Under the blessing of the brand's halo, many dogs put on Silin's collars as early as Nimo.
On social media such as Xiaohongshu, the evaluation of this necklace is mainly because of its high appearance, but it is wider and stiffer, and pets with a smaller body are slightly uncomfortable after wearing it.
Although luxury brands are lacking in professionalism, the pet-loving track still attracts more and more players.
Following Si Lin, Gucci also launched its first luxury pet lifestyle collection at the end of June, covering clothing, tableware, travel bags, mini sofas and other products.
In the past three months, high-end clothing brands Hugo Boss (Hugo Boss) and Tommy Hilfiger (Tommy Hilfiger) have also announced that they will launch their first pet collection in cooperation with Irish high-end pet supplies company Kanine.
In China, young pet owners with strong economic strength hold up half of the pet market.
The "2021 China Pet Industry White Paper" released at the beginning of this year shows that the pet dog market in 2021 will be 143 billion yuan, a year-on-year increase of 21.2%, and the pet cat market will also exceed 100 billion yuan.
At a time when economic growth is slowing down, luxury brands are looking for new growth drivers.
In addition to raising prices, opening up new product lines is also a method.
Previously, luxury brands such as Louis Vuitton, Hermes, Dior, Prada, Versace, and Fendi have taken the lead in launching pet product lines, but at present, these products have not brought significant growth to them.
lack of professionalism
Even for luxury brands, it is not easy to make good pet products.
A consumer told Yicai that the price of Hermès’ dog kennels is as high as 18,000 yuan. They are not made of leather, but wooden basins with lamb fleece pads, and some of them still have wood thorns.
Pet clothing launched by luxury brands does not come in multiple sizes like ready-to-wear, and promotional images often feature petite pets with slender limbs such as Maltese and Chihuahuas as models.
There are even fewer products for medium and large dogs. The 28-pound Cano cannot fit into any luxury brand pet bag or pet clothes.
Due to the need to keep warm when traveling in cold regions, he can only wear the largest Moncler dog down vest with a short length. Fortunately, the vest has large cuffs and can still move freely when the buttons are opened.
The owner of Cano tried unsuccessfully to find similar quality alternatives, and the other two cats in the family were more interested in scratching boards, climbing frames and toys.
Cats and dogs with a keen sense of smell have their own set of "identification" criteria for these trendy pet products.
Perhaps because of the special smell of leather, Nimo has a soft spot for Louis Vuitton.
After the owner goes home from shopping, it always enthusiastically pulls Louis Vuitton's shopping bags, and is indifferent to the products of brands such as Dior and Céline.
"Nimo may be able to identify Louis Vuitton," quipped Lao Dongzi, Nimo's owner.
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Louis Vuitton and Goyard are the first luxury brands to enter the pet economy, with a history of more than 90 years.
Louis Vuitton's most iconic pet product is the DOG CARRIER 50.
Gao Yade, also from France, opened a pet supplies store in Paris, selling collars, leashes, pet bags, pet bowls, etc. of various colors. The variety is complete and the price is high.
Lao Dongzi told Yicai that five years ago, he bought a small Louis Vuitton collar in Paris for 260 euros, while a similar style from Goyard sold for nearly 500 euros.
For consumers who "plant grass", these trendy items often need to be ordered or distributed.
Taking Louis Vuitton as an example, on the brand’s official website in China, only one pet product, the DOG CARRIER 40 pet bag, can be found, priced at 28,000 yuan.
Even in Paris, stores are not always in stock.
Nimo's collar took two weeks to get it. Lao Dongzi and his wife also customized a pet bag for it, but they gave up because they had to wait 6 to 8 months.
Aside from the nap-to-big kennel, the Hermes kennel is the only kennel that Nimo is interested in.
At Hermès, similar products are given the role of distribution, and Cano also has a distribution of Hermès scarves.
In some scenarios, these pet products can attract consumers even if they are not loved by pets themselves.
If it can meet the practical value and the price is acceptable, Lao Dongzi will consider upgrading Nimo's supplies into luxury goods.
He admitted that the pet products of luxury brands are more aimed at the psychological added value of pet owners.
For him, buying these products both expresses his love for Nimo and shows the dog's own personality.
It is the consumption concept of many young pet owners to give "fur children" the best things within their abilities.
It is also doomed that the pet products of luxury brands are more like the link for the brand to maintain customers, rather than an independent and highly professional product line.
(The picture comes from the official website of each brand or screenshot)