In the good autumn weather, holding a delicious and sweet "autumn first cup of milk tea", and talking to my girlfriends, do you want to pack a cup of delicious food for the "master" at home?
After 1995, Xi'an girl Huang Lanxi returned from studying in Australia, not only allowed her pet dog to realize the "freedom of milk tea", but also founded the "Toffee" brand pet exclusive milk tea with her pet friends.
The "pet economy" is coming on fiercely, and pets are already a member of the family. Many young makers are aiming at the pet track while playing cats and dogs.
On September 30, the New York Stock Exchange ushered in the "first share of China's pet e-commerce", and the largest pet ecological platform in China, Boqi Pet, was officially listed.
According to statistics from the 23rd Asia Pet Show, the pet industry, as a subdivision, has a higher probability of obtaining financing than the overall level of the new consumer industry.
In the first half of 2020, from the perspective of pet race tracks, the pet healthcare with the highest financing scale injected 1.512 billion yuan, and the pet food field received 1.166 billion yuan in financing, and so on.
Solve the pain by yourself
In Huang Lanxi's small team of 9 people, almost everyone is raising a pet.
A group of pet friends got together and wanted to do something different for the "Mao Kid".
They found that canned food, ham sausage and freeze-dried are more common in pet snacks, and liquid foods are rare.
Although a few years ago, individual Starbucks stores launched the exclusive dog "claw puccino"-a decaffeinated dairy product, but it only solves the problem that pet owners want to drink coffee while walking their dogs. The trouble of hosting pets.
The gap in the field of pet beverages allows them to see new opportunities.
As a result, their brains were wide open and they decided to enter the pet milk tea world.
In Huang Lanxi's view, "Milk tea is a must-have for contemporary young people's social life, and it is also a cultural symbol. Pets spend their lives with their owners and order a cup of milk tea for them, which can enhance mutual feelings and leave unique memories. "
Their "ambition" is also "beginning": they want to set a benchmark in the pet beverage industry.
The project was launched in 2018, and Huang Lanxi named the brand after his pet dog "Toffee".
They hire professional nutritionists to formulate formulas, not only try to make the products have the best palatability, but also more nutritious than milk tea that people drink; they carry out product packaging design and brand promotion by themselves, and find OEMs for production.
At the end of May 2019, the first product "Wang Cha" was officially launched.
Because it is a brand-new brand and category, it still experienced a period of dismal operation at the beginning, but they understand everyone's wait-and-see attitude.
Even when they appeared at the South China Pet Products Fair, they only dared to produce more than 20 boxes of products, and it took more than two months to sell them out.
However, when they actively rushed to major pet exhibitions, a turning point also appeared.
Many exhibitors were surprised at this kind of pet-specific milk tea, and some even contracted them directly with store product agents, thus opening up offline sales channels for them.
During the "Double 11" last year, they officially opened a Taobao store for online sales.
In less than a year and a half, "Wangcha" and "Miaocha" have been recognized and repurchased by many pet friends. Today, the daily turnover of online and offline reaches 20,000. So far, this year's turnover has reached 1.68 million yuan, they plan to sprint 3 million yuan.
In the future, Huang Lanxi and her team plan to develop more interesting and loving products.
Cats and Wang Xingren drank milk tea, what about dressing?
Qiu Qiao, a post-90s Hunan girl who is fascinated by Hanfu and traditional culture, calls herself an "house girl", but she has a hobby: she designs her own pet Hanfu to make her cat look beautiful.
Today, this hobby has become her career.
Qiu Qiao's mother opened a clothing production factory in her hometown. She has been interested in clothing design since she was dealing with fabrics since childhood.
In February last year, she came up with the idea of making Hanfu for pet cats, and carefully studied fabrics, accessories and clothing craftsmanship, etc. The style design was also pondered and tried again and again. "Sometimes it takes more than a month to figure out a style. I couldn't figure out a style even for two months."
After half a year of brewing, her "Chunfeng Xiaoqiao" store officially entered the Taobao platform to start sales.
I select materials, design, pack, and operate the shop myself, and my mother is responsible for the production and quality control of the clothes. Now there are more than 30 pet clothes in the shop for "shit shovel officers" to choose.
In the purchase evaluation under the store, the most mentioned are "good quality" and "exquisite".
Recently, she also designed and launched a pet Hanfu with the theme of "Four Beauties".
Qiu Qiao said: "For pet owners, they want to leave warm memories in the time spent with Mao children. A beautiful dress, every stitch and stitch, are all about love, not just love." Although Now the store operation is still in the early stage of starting a business, but Qiu Qiao thought, "First do what you like."
Create a new image for domestic pet brands
In Huang Lanxi's view, this year's young people's concept of keeping pets has undergone earth-shaking changes. Pets have become a spiritual sustenance and companionship. The development of the domestic pet industry will also be further upgraded with the changes of the younger generation of consumers.
Zhang Xiusuo, the co-founder of Jiusheng Pets, is a veteran "cat slave". He has raised 6 cats in the past few years, and then there is a big problem of choosing and changing cat food.
The experience of buying fake cat food once made her decide to "make her own domestically made food with confidence".
At the beginning of this year, despite the outbreak of the new crown pneumonia, Zhang Xiusuo quit his high-paying job in Beijing and moved to Hangzhou to start his business.
In the first half of the start of the business, she started to study the formula of cat food. On the one hand, she read a lot of relevant science books, academic reports, and the latest papers for self-learning; on the other hand, she hired a senior R&D team in the pet industry to continue Polishing the configuration formula, producing samples, third-party quality inspection, hundreds of cat volunteers to try and feedback, every detail strives to be the best.
Since October last year, she and her partners have searched for production plants across the country. After reviewing more than ten in terms of production qualifications, sanitary conditions, production technology, and whether they can meet the traceability of raw materials, they found a satisfactory factory.
At the same time, in order to let their pet friends buy at ease, their raw material formulas, purchase information and test reports for the production of cat food, and even test reports from third-party authoritative organizations, are all published on the purchase website.
"What the Mao child imports can't be careless."
In her opinion, the "masters" in the family are already her own family members, and she hopes that the family members can accompany each other healthily and for a long time.
In Zhang Xiusuo's view, today's domestic pet food industry is "still in its infancy", and the food system is more based on the relevant regulations of European and American countries.
However, the No. 20 Announcement "Pet Feed Management Measures" issued by the Ministry of Agriculture in 2019 allowed her to see the future of the standardized development of the pet industry.
"There are still many places in the industry that need to be changed and adjusted. We must cultivate the trust barriers of pet parents in domestic cat food."
At the end of September, Jiusheng kitten food and adult cat food went online for sale. Although there was no large-scale advertising, they still attracted the attention of many pet friends.
Zhang Xiusuo received many heart-warming messages from consumers with more than a hundred words: "The cat broke the cat food bag and ate it", "The cat's hair became better after eating", and so on.
But for her, what she is most concerned about today is not the sales volume, but the repurchase rate of consumers.
"In the past, domestic cat food was mixed, and many cat parents lost confidence in domestic food. It takes time and process to re-establish trust. We hope that lowering the price threshold will enable more consumers to buy it. If you are willing to buy back the product a second time, , It proves that she likes your product."
Prior to this, Jiusheng received several million yuan in personal angel investment.
In the future, they hope to bring more flavors of domestic pet food to pet cats and dogs.
China Youth Daily · China Youth Daily reporter Meng Peipei Source: China Youth Daily