China News Service, July 16 Question: To
please consumers, please first please pet luxury brands to "roll" into the pet industry
Zuo Yuqing of Zhongxin Finance and Economics
With the increasing number of pet owners, the pet economy has gradually grown into a market worth 100 billion yuan.
Not only are all kinds of pet brands developing rapidly, but even non-pet brands are marketing across borders or entering the track.
"To please consumers, you must first please their pets." This has become the reason for many brands to cross borders.
From tens of thousands of yuan in pet luxury goods to pet kennels made of corrugated paper, do consumers pay for it?
Catering brand cross-border pet marketing
In December last year, McDonald's launched an event where you can give away "hamburger cat litter" with the purchase of a designated set meal, limited to 100,000 copies.
The cat litter was immediately robbed by the shit shoveling officers, and the McDonald's applet even collapsed for a while, and the event also became a case of brand marketing.
Today, KFC also sells cat litter boxes.
Recently, KFC's co-branded pet brand Weika has launched a KFC family bucket-style cat scratching bucket.
According to the introduction of the event, the barrel-shaped cat litter nearly half a meter high is made of corrugated paper, with an open-top litter on the top and a drilled hole on the bottom. The price of the KFC package is 138 yuan.
The cat scratch bucket launched by KFC co-branded pet brand Weika.
Zhongxin Finance noticed that although the promotion of the event was low-key and limited to 1,800 copies for a limited time in Shanghai, there were already people on the second-hand platform who resold the cat-scraping bucket for 188 yuan.
In addition, Starbucks, HEYTEA, Manner Coffee and other chain brands have also opened "pet-friendly" themed stores, with dedicated pet activity areas and outside areas, and some stores also provide special pet diets to enhance consumers Interaction needs with pets.
Luxury brands "roll" into the pet industry
Not only catering brands frequently carry out pet marketing, but also luxury brands have also "rolled" into the pet industry, creating a luxury trend in China's pet market.
In May, French luxury brand CELINE announced the launch of its first luxury pet lifestyle collection.
The series was officially launched in June. The types include collars, collars, dog food bowls, etc. The prices range from thousands to tens of thousands of yuan.
At the end of June, luxury brand Gucci (Gucci) launched its first luxury pet lifestyle series, including collars, pet coats, pet bowls, pet beds and other categories.
Among them, pet collars start at 2,000 yuan, pet bowls range from 5,000 yuan, and the most expensive pet bed is as high as 70,000 yuan.
Pet supplies displayed on Gucci's official website: pet beds, pet bowls, feeding mats and bowl lids.
Some luxury brands have chosen to cooperate with professional pet brands.
As a high-end pet product brand, Kanine has signed licensing agreements to design, manufacture and distribute branded pet products with several brands, including French luxury brand Hugo Boss and American high-end brand Tommy Hilfie Grid (Tommy Hilfiger).
In this regard, many netizens sighed: "Fortunately, my dog can't surf the Internet."
Why is pet marketing favored?
Whether it is using pet supplies for marketing or entering the pet industry across borders, what is favored by brands is the rapid growth of the pet economy.
With the continuous improvement of living standards, people's concept of raising pets has begun to change, pets have become emotional companions such as "family" and "children". Under the joint promotion of the demand side, supply side and capital of the pet industry, China's pet economy industry The scale is growing rapidly.
According to the "2022-2023 China Pet Industry Development and Consumer Research Report" released by iiMedia Research, the scale of China's pet economy industry will reach 493.6 billion yuan in 2022, a year-on-year increase of 25.2%, and the market size is expected to reach 811.4 billion yuan in 2025. .
Data map: Shiba Inu is sleeping.
Photo by China News Service reporter Yang Bo
For many brands, pet marketing caters to consumers' consumption psychology, which is conducive to improving consumers' goodwill and loyalty to the brand.
However, the lack of professional cross-border products also attracted a lot of complaints from consumers.
For example, McDonald's "Hamburger Cat Den" was once pointed out by netizens that it lacked assembly stability: "Some people's cat dens have not been grabbed, and some people's cat dens have fallen apart." "It is reasonable to suspect that the cat den designers have never raised cats."
Even luxury brand pet supplies are not as "beautiful" as the price.
Some netizens posted that they bought a luxury brand wooden barrel pet bed. The video shows that there are many barbs on the inner barrel wall.
"The choice of pet supplies ultimately depends on the preference of the 'owner'." A pet owner told Zhongxin Finance, "No matter how good a cat litter is, it may not be as satisfying as a courier box to satisfy cats." (End)