When more and more people “cat slave”, cat economy than you can imagine
Editor’s note: This article is from the micro-channel public number “of those Internet things” (ID: hlw0823), Author: peach king.
There was a debate in “The Story of Wonderful Flowers”: “The art museum is on fire, a famous painting and a cat, who do you save?”
The artist Giacometti, who has been dead for 50 years, gave the answer very early: “In the fire, between Rembrandt and the cat, I will save the cat.” The love for cats has always been.
Now, the “cat economy” has achieved unprecedented development. From the pink and lovely cat’s claw cup, to the blind box kitten, to the cat cloud sucking cats, the cat economy is on the rise.
Even the status of the traditional pet “dogs” as pets is threatened. The “Pet Industry White Paper 2020” shows that the number of dogs and cats in the country will exceed 100 million in 2020, which is obviously different from last year. The number of dogs has decreased for the first time The number of cats increased by 5.1%, and the number of cats increased by 10.2% to 48.62 million, accounting for 3.5% of the population.
How much does it cost to keep a cat? Why did the cat economy suddenly rise? Where is the market increment and stock?
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Cure the cats and capture everyone’s hearts
Hemingway, who wrote “for whom the bell tolls”, left his house to the cat in his will.
“Norwegian Forest” is the price of Haruki Murakami asking the publishing house to take care of the cat.
The cat of Chanel “Lafayette” Karl Lagerfeld has his own Wiki entry, has more than 200,000 ins fans, and has two exclusive maids and chefs. After the death of Lafayette, he left the inheritance to the cat.
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Four-legged gold swallowing beast, large banknote shredder
The “cat economy” originated from the Japanese economics community. Research has found that no matter how difficult the economy is, the public’s enthusiasm for cats and related products is always high. As long as businesses use cats, they can get traffic and make money.
In 2015, the cat’s contribution to Japan’s GDP exceeded 2.3 trillion yen, while the most popular female idol group AKB48’s GDP contribution was only 56.5 billion yen, a full 40 times higher.
In China, this contribution is also rising sharply.
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On Tmall Double Eleven in 2020, the sales of cat food “beat” infant milk powder, and the cat son defeated the human cub. Not only that, cat slaves are gradually catching up with cat food in terms of cat grooming, clothing, and quality of life expenditures.
Meows use smart homes even earlier than their owners. On the e-commerce platform, household items such as constant temperature water dispensers, smart cat litter boxes, companion robots, etc., have an annual growth rate of 500%.
Cat, that’sLarge banknote shredder!
The most basic expenditure is “cat food”. The cheap cat food should be careful about the quality of the cat’s body. After buying a small can of 50 of Dianfenglu, there will never be a day of turning over.
On Double Eleven in 2020, an e-commerce platform alone will have an astonishing 16,000 tons of cat food transactions, and cat owners born in the 1990s will contribute 40%.
Squatting, waiting for the bus, getting on the bus, the price of the car… These common code words in the cat food community originate in the process of buying imported food by people in the circle. According to the discount, it will be divided into four-wheelers and unicycles.
Not only cat food, nutrition cream, liquid calcium, small snacks, canned cat grass…all these must be arranged. As for medical expenses, toy expenses, washing and nursing expenses, and even regular dental cleaning that I don’t know how to do, I’ll call on the cat owner.
Advanced cat slaves will also buy 5000 yuan of electric cat toilets, and thousands of cloud-catching surveillance cameras…
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The beauty of the four-year history of cat slavery, the cost of 11.11 last year:
350 yuan for 20 catties of cat food, 80 yuan for 6 liters of cat litter, 200 yuan for 24 cans of canned cat food, 50 yuan for 1 cat scratching board, 80 yuan for 500 ml hair conditioner, 799 yuan for cat roller treadmill… It’s almost 3,000 yuan, and 20 yuan video members can borrow it, but you can’t wrong the cat owner.
Unwilling to socialize the young DINKs, they turned their heads and compared themselves with the cat son.
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“China Pet Industry White Paper” shows that by the end of 2019, the total consumption market of pet cats has exceeded 78 billion yuan, and the annual consumption of a single pet cat has reached 4755 yuan, which is 14% of the per capita disposable income of Chinese residents. %.
Liang Haiyuan’s “Talk Show Conference”, “It’s not just money” in this performance, there are two paragraphs about consuming cats, which represent the true thoughts of most cat owners.
The trade-off between “4000 medical expenses” and “3000 repurchase cats” is a moral dilemma for cat owners.
Some people rely on it to drive away loneliness, and some rely on it to pursue transactions
Capital’s sense of smell has always been sensitive.
In 2017, China Petty shares and Petty shares successively landed on A shares. Under the background of the 2020 epidemic, both companies have achieved both revenue and net profit growth.
2019 is the world of cat economy.
According to the data from Tianyan Check, on the track of “Cat Economy”, investment companies such as IDG Capital, Hillhouse Capital, and Qiming Venture Capital have entered the venue one after another. Among them, Hillhouse Capital has invested in brands such as Pet Home, Ai Nuo, Barbie Hall, and Rui Peng.
In March, the cat food brand “Paternol” received 20 million angel round investment;
In April, “Cature Shell”, which incubated “His Royal Highness Cat”, completed 20 million financing;
In August, the pet intelligence company “Unipal” completed tens of millions of A rounds of financing, a smart cat toilet with a price of 799 yuan, which sold over 15,000 on the day of pre-sale;
In December, the cat nutrition brand “Chongxing” completed nearly 200 million yuan in Series B financing; in the same month, the cat lifestyle brand “Weika” completed two rounds of financing totaling 20 million US dollars.
In addition to newcomers entering the market, industry pioneers also reported the long-awaited IPO news.
According to Tianyan Check, in September 2020, the first domestic pet e-commerce company “Porch Pet” went to the US for IPO. Prior to this, Porch Pet had completed 7 rounds of financing, including China Merchants Bank, Goldman Sachs, and Zhonglu Capital, etc. Goldman Sachs has raised more than US$120 million in three consecutive rounds of financing.
The enthusiasm of capital and the popularity of the industry are mutually confirmed.
The market size of pet cats reached 60.2 billion yuan in 2018 and 78 billion yuan in 2019, An increase of 19.6%; in 2020, it will reach 88.4 billion yuan, an increase of 13.3%, and the GDP growth rate in 2020 is 2.3%. .
During the 618 period last year, the turnover of cat snacks on JD.com was 6 times that of last year’s sympathy. The turnover of cat litter boxes increased by 262% year-on-year, and the turnover of cat toys increased by 359%. There are even data predicting that the scale of the cat’s consumer market will exceed 100 billion. .
The industry is growing, and more and more people enter the game.
An interesting phenomenon is that most of the players on the “cat economy” track have been established for less than 3 years. From the development of the first product to the turnover of more than 100 million yuan, in just one or two years, the past ten years of entrepreneurs have been completed.
During Double Eleven in 2020, there are many pidan sub-categories of TOP1 on Tmall. The founder Ma Wenfei founded pidan to design cat supplies because he couldn’t buy the pleasing cat litter box.
The new brand of pet smart home dark horse “Ao Miao Miao”, the founder Wu Nannan is a former employee of Xiaomi, and he resigned in 2019 to start his own business.
Those who raise cats must consume, and those who don’t raise cats must also consume.
There is also a group of cat slaves who cannot be underestimated online. They do not have cats themselves, so “cloud raising cats” and “cloud watching cats” are the best choices.
The “cat card” applet of cloud raising cats is highly sought after. After being online for more than a month, it attracted 1.6 million followers, 310,000 cats registered, and the page PV was 80 million.
Compared with offline “cats sucking”, the development of “cats in the cloud” appears to be very vigorous. The earliest “cloud raising cats” was a platform blogger sharing the daily life of cats, attracting a large number of cat slaves to watch.
Weibo big V like “memory vest”, “eclipse”, “my yellow man sleep” and other Weibo big V are using their cats to attract tens of millions of fans.
The “little vest for memories” relies on a Scottish fold cat “Dragon Boat Festival”, writes advertisments and advertises, and earns more than 8 million yuan a year.
The “cat backyard” of online cat raising is an online cat raising game. Players can add toys and build houses for cats in the App. It quickly surpassed 20 million downloads as soon as it went online.
The virtual cat game CryptoKitties logged onto the Ethereum blockchain in 2017, where players can buy, sell and breed electronic cats of different breeds. According to official data, more than 70,000 virtual cats were sold, and the most expensive one was sold. 260 million yuan.
The cat economy market is huge, but there are still many problems.
Taking the food sector with the highest proportion as an example, the foreign-funded “Mars” family accounts for 76% of the market share. The competition space for domestic brands is very tight. At the same time, domestic brands have to face the duality of supply chain and market perception. challenge.
It is difficult for domestic suppliers to cut corners and shoddy materials in production, and it is inevitable that quality cannot be guaranteed, which is a devastating blow to the brand.
From the perspective of market perception, a large number of users do not understand cat food brands, and the cost of market education is too high; and experienced users generally have unreasonable expectations for cat food.
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Excluding cat food, pet medical treatment with a relatively high proportion also faces many pain points such as uneven professionalism, imperfect standardization, formalization to be established, lack of operating capabilities, low branding, and high cost.
As for other long-tail areas, which account for a smaller proportion, problems are still being exposed.
End:
It is said that when Taobao Mall was renamed Tmall, it was based on cat economics and took a fancy to this market.
Humans’ enthusiasm for cats will not be reduced. Similarly, they are more willing to spend money on cat owners. There is no loneliness, a cat cannot be cured.
After all, what bad thoughts can cats have?
Reference material:
1 Nanqidao: More and more people become “cat slaves”, and the cat economy is beyond your imagination.
2 Essence Securities: The blue ocean of pets “sounds still”, where will the market investment “rudder” turn?
3 Li Jingyuan: It’s cool to suck cats for a while, but it’s always cool to suck cats all the time
4 Sino-Singapore Jingwei: “Krypton Gold”-style pet raising is prevalent, the number of pets increases, and China’s pet economy is expected to usher in an explosion