The enthusiasm of any industry is arrogant and arrogant, and the speculation of the army is no exception, and the pet industry is no exception.
Editor’s note: This article is from WeChat public account “Koi Finance” (ID: Inlifin).
It has been said that the weakness of human nature is often the biggest card in the hands of capital. We have all seen such an instant: the overtime work in the subway at night; the sporadic figure under the neon lights; and the earphones that hung around the neck.
They are escaping from loneliness, and they are yearning for loneliness. This is not only a matter of learning, but also an economy. In the consumer behavior, the flow of consciousness begins to take over, and the fire of the lonely economy can be ruined. Today, we can intuitively predict which of the most prosperous ones, no doubt in the pet market.
In 2018, China’s pet consumption market reached 170.8 billion yuan, an increase of 27% over 2017. By 2020, this figure is expected to reach 200 billion yuan. In recent years, the market scale of pet food, animal snacks and cleansing toiletries on platforms such as Taobao and Tmall has increased significantly. In the first half of 2019, Suning had sales of 130 million, sales of 1.14 million, Taobao sales of 10.3 billion, and sales of 268 million.
Recently, Lei Jun, who has always invested well, has invested in two pet brands. As most media have said, the pet market is bound to attract capital.
Looking around, as more and more young people regard “cats and dogs” as the winner of life, or proud, or envious. Psychological effects promote the economic structure. Against this social phenomenon, we have to think about how big the shadow behind pet consumption is.
The joy and sadness of the “cloud sucking pet” army
In the circle of pet lovers, there has been a rumor that American Stark said: raising a dog is the only love that can be bought with money. When most people hear this sentence, the subconscious will automatically filter the important information, and the necessary condition of “money” will be skipped.
At the same time, I have to admit that this is indeed a “luxury consumption” that is doubled in funds and energy. According to the pet report, compared with 2018, the annual consumption of pets for a single pet in 2019 reached 5,561 yuan, a year-on-year increase of 545 yuan, an increase of 10.9%.
However, this is only average data. Some netizens once listed a list of consumption data for their pet dogs. After the release of Weibo, they quickly caused many “suggestions” from the shovel. The list shows that the average annual consumption giant of dogs is mainly in food and medical care, and one of the high expenses is ridiculous, that is, 5,500 yuan of furniture consumption.
The netizen said that dogs will be destroyed during the period of molars, and they will be destroyed if they are not satisfied. Even if the amount of exercise is insufficient, it will be destroyed. Furniture expenses are inevitable in the process of keeping pets. Obviously, after the pets hollowed out the wallet, they were afraid to squint nakedly in front of the consumers. The “cat and dog, the winner of life” is to some extent a violent test of the ability to consume.
On the other hand, the “Chinese Pet White Paper” shows that starting from 2016, the keywords of the portraits of the pets are mainly concentrated in
Young, highly educated, and female, corporate employees are mostly. Young workplace women are under a lot of pressure and will choose to put their spirits on their pets.
But the trend of development is often unspeakable. When the amount of time and energy required to raise a pet is gradually exhausted after experiencing the initial freshness, psychological comfort is thus transformed into a “sweet” burden. As a last resort, some parents were forced to do “Pan Man”, and some people even throw it directly on the street, and their name is “released. In 2018, Papi Sauce released a short video: “If the pet is our child,” To irony this phenomenon.
Unable to blame the economic strength of some groups and lack of energy, but affected by various factors, a special group of “cloud sucking pets” has gradually formed in the pet circle. The content of pets in social platforms such as Weibo and Vibrato has become a traffic harvester on all platforms. On the Weibo platform, there are a total of 130 million Weibo content on pets, 856W user search results; topic 8W+. Among them, there are 1.27 billion times of reading the highest pet topic, and the total number of videos of the comets on Youtube is close to 26 billion.
The enthusiasts have said that “cloud sucking pets” are not only low cost, no trouble, but also bring their own healing power, do not have to work hard to do shovel. “Clove Doctor” even published an article to explain the many benefits of “cloud sucking pets” from a scientific point of view.
Of course, we have no evidence to assert whether the so-called “cloud sucking pet” can really make up for the hole in the lonely economy. However, as the pattern of the pet economy is expanding, the value of investment will only increase. The existence of “cloud sucking pets” may be a disguised irony of the hot-selling investors.
Reactions under the Internet effect
From a certain point of view, the Internet has been indispensable for the pet market from quiet to revival, and then from revival to enthusiasm. The popularity of all kinds of cute pet short videos not only saved the marginalized niche business such as pet grooming, but also made the pets change and became the “cash tree” in the hands of many shopkeepers.
Browse on Weibo and other major platforms, in the endless stream of the introduction of short video bloggers, everywhereVisible shop information and contact information. Pets are monetized, which is simpler than the usual category, both in terms of traffic and cycle.
There is a user on the vibrato, only 37 videos have been released, and the number of fans is as high as 248,000. Click on the user page and the information on the pet supplies store is impressive. Drainage through the cute pet effect is a common marketing tool used by many pet industry operators.
However, after the pet’s own “net red attribute” accumulates solid economic results, it pushes itself to the “shura field” of the beat flow. It’s not surprising that the sun is pure, and the breakthrough of the flow is being widened.
Before, there was a pet adventure on the vibrato. A blogger put his orange cat outside the window on the 32nd floor. The orange cat stands very small, and the traffic downstairs is like The highway of the shuttle, as well as the water of the Lijiang River. This video has a great effect on hunting, with a total of 94,000 and a comment of 8,000. However, the orange cat’s adventurous drama was eventually killed by the fall, and the public opinion craze ended.
Data torrents are always rushing away from moral cognition. It is undeniable that the elements of hunting are naturally attractive. On the other hand, due to the short life span of the pet, the situation of pet net red in the development chain is quite similar to the current traffic star. The “career” state is unstable, and if you don’t pay attention, you will fall into the altar.
Recently, the pet big V “flower and three cat catlive” was questioned by the fans regardless of the healthy breeding of the cat. In the microblog, the B station and even the watercress, the “national war against the people” was launched. The core battle point is: the big V is for the circle. The money ignores the living environment of the cats. Obviously, in order to obtain long-term benefits, and to enhance the red ring of the net, the bright and charming pets in front of the camera are actually not good.
There are obvious signs of reaction, and pet online word of mouth continues to decline. The Aibu business sentiment data monitoring system showed that netizens had a negative word-of-mouth on the “pet” network, with a value of 14.9. In the emotional proportion, the negative evaluation accounted for 9.1%. The negative lyrics of netizens on “pets” focus on the uncivilized behavior of pets.
It is better to attribute the pet economy to the entertainment industry than to the Internet business strategy. Out of conscious preference, click on the cute pet video, and then click on the store link, the industry is booming under the unwarranted consumption, not only the consumer’s emotion, but also the pet’s life performance.
Race of the interest chain, harvesting consumers
The pet industry is all-inclusive, from beauty to medical care, from marriage to funeral, and the consumer’s love is the bargaining chip of the business.
Pet net red can become the leader of the store ownerThe cute pet of their own is the soft underbelly of consumers. According to the survey conducted by Ai Media, 80% of the pets are treated as family members. Under the impact of “family”, consumers are easily exploited.
For example, pet medicine, which is famous for its huge profits, is a private sector in the market, and it is slightly rough at the equipment level. According to public data, as of the end of July 2019, there were more than 23,000 pet hospitals in China, of which pet hospitals with certain professional standards and chain operations accounted for less than 10%, and more than 90% of pet hospitals were operated by single stores. The scale is mostly small and medium-sized, and the operating area is concentrated below 300 square meters.
In addition, the cost of medical care for pet medical care is well known. It is reported that pets do an NMR price ranging from 3,000 to 4,000. But in provincial hospitals, the average price of human MRI is around 1,000.
However, it is not just the contradiction between the medical level and the price, but the morbid industry that is controlled by the interests, so that they are caught off guard and are harvested.
In 2019, some netizens picked up a sick and stray cat, and started a crowdfunding campaign at Weibo’s “Shanghai Adoption Home”. Under the “introduction” of his care worker, he transferred to a pet hospital. After spending a lot of money, the netizen was overwhelmed and decided to give up. However, the care workers insulted their fans in the group, and intercepted some of the chat records on Weibo, causing the fans to besiege.
Bird protector A Wei said: There are too many examples of moral abductions in pet hospitals. ‘Pets are also your loved ones. Do you have the heart to let it suffer? A little love is good…’ Such a statement has formed a complete trap of the pet industry’s interest chain and discourse system.
On the other hand, pet medical care lacks relevant legislative supervision, which leads to the emergence of chaotic charges. Public comment shows that the price of the same pet vaccine varies, and the highest price difference is about 3 times. Deng Dafu, dean of a pet hospital in Beijing, revealed that some pet hospitals are “seeing people to charge”. According to the car opened by the owner, the price naturally changes randomly.
The outside world dismissed the behavior of cutting the amaranth in the fried shoes and the blind box. As everyone knows, in the pet economy, thanks to the blessing of “family”, the “garden garden” in front of the pet economy seems to be extraordinarily vast. Undoubtedly, unlike cold shoes and toys, cute pets are fresh and warm.
Perhaps, it is precisely because consumers hold this tolerance and love, the pet economy has been sung all the way. The enthusiasm of any industry is arrogant and arrogant, and the speculation of the army is no exception, and the pet industry is no exception.