How far is the “spring” of pet funerals?
Author: Rogue
The pet economy connects to the hundreds of billions market, and it is becoming more and more popular.
According to the “White Paper on China’s Pet Industry in 2020”, in 2020, the number of pet dogs and cats in my country’s urban areas will exceed 100 million, reaching 10.84 million, and the scale of the consumer market will reach 206.5 billion yuan.
If pets such as tortoises, rabbits, chinchillas, baby raccoons, and fishes are added, the scale of this consumer market will be even greater.
The market is so huge, the demand is becoming more and more refined. Among them, the funeral and burial of pets is still a blue ocean market. The emotional needs of pet owners and the eager pursuit of businesses form a key and unique link in the pet economy.
When answering questions from entrepreneurs, financial writer Wu Xiaobo once said: “I am optimistic about the pet funeral industry.”
At the same time, there are still many problems in market operation and industry supervision, which cast a shadow over the development of the pet funeral industry. Because of this, both insiders and outsiders have a question that remains to be answered: how far is the “spring” of this industry?
Emotional Core
Everyone has different ways to deal with pets’ “following things”.
First of all, it must be admitted that not every pet owner will give his pet a decent funeral ceremony. A reporter from Xinhua News Agency learned that some pet owners wrapped their pets in plastic bags and “threw them directly into the trash can”, some put their pets in a cardboard box and sank under the water, and others chose to “bury them directly in a park near their homes.” “.
On the other hand, more pet owners regard pets as “family members”, and even their own children or relatives, who have deep feelings for them and are unwilling to rush them.
In fact, the emotional connection between pet owners and pets may be more profound than ordinary people’s feelings. Beijing pet funeral director Mo Mo revealed that she has seen teenagers who walked out of depression accompanied by pets, elderly people living with pets, and urban single youths.
Momo said frankly: “Pets are their most loyal companions, as well as their family members. Every pet sent over has its own story with its owner.”
For example, a pet owner raised a big golden retriever “Bantou” and got along with each other for 11 years. He said, “Mantou has a very good personality and is very clingy. He always follows me. When I play games, he lies on his stomach under the computer desk; when I watch TV, he lies on his stomach on the sofa; when I sleep, he just stays next to me. Lie on your stomach next to the bed.”
In the past ten years or so, the patron’s parents have passed away one after another. He has talked about two girlfriends, but the only one who has been with him is “steamed buns.”
When “Mantou” died of pancreatic cancer and was sent to the cremation room, the pet owner cried three times within ten minutes. “Bantou left, the last thing that supported me was gone, andWhen they were together, the home was still like a home, and when it was gone, the home was suddenly gone. “
The depth of emotion between the pet owner and the pet can be seen. This is by no means an exception. From an industry perspective, emotion has become the true core of the entire pet funeral industry, which is the source of the industry and the biggest driving force for its development.
Picture source movie “The Mission of a Dog”
Driven by emotions, when a pet dies, the pet owner will choose the form of pet funeral according to his own needs. Specifically, pet funerals are divided into general funerals, tree funerals, pet ashes diamonds, pet specimens, etc., and even pet space funerals.
General funerals include three parts: the embezzlement, the holding of a memorial ceremony, and the incineration of the remains. The burial of pet remains can be made into a cemetery, trees can also be planted on the cemetery, or tombstones can be carved. Some pet owners put their pet ashes in a special container and continue to be burned, turned into spar, and processed into jewelry to accompany the pet owner.
The new retail business review search Dianping found that the cost of cremation at various businesses is relatively close. Most of them start at three to four hundred yuan and charge a fee based on the weight of the pet; pet cemeteries charge for “big heads”, ranging from three to four thousand to more. Over ten thousand.
Different needs, different ways to say goodbye. According to Wu Tong, the maker of the pet urn, “The important thing to say goodbye to pets is not the form, but the emotion.”
It is worth mentioning that when the pet owner bids farewell to his pet, he is not completely “filled” with sadness, and sometimes he is easy and humorous.
Wu Tong made a urn with a “puppy shit picture” engraved on the surface. The pet owner said bluntly: “My dog spirit has followed the comedian route in this life, and I don’t want to give it a heavy tombstone. I just want everyone to laugh when they see its tombstone.”
Competing for the Blue Ocean
If there is a demand, there will be a business that solves the demand.
According to the “Pet Industry Enterprise Data Report (2020)”, at present, there are nearly 1,400 businesses in my country that include “pet funerals, pet funerals, and animal harmless treatment”, and their status is in operation, existence, and migration. , Limited liability companies account for nearly 80% of pet funeral-related enterprises that have moved out.
Particularly eye-catching is the explosive growth of pet funeral related companies. As of November 2020, my country has added more than 12Disorder and other conditions, to achieve in-depth development, require all factors to work together.
Analysis of New Retail Business Review believes that it mainly depends on the following aspects:
1. Improve laws and regulations
From a medical perspective, pet remains may still contain more pathogens and are not easy to die in a short period of time. “If a pet died from an infectious disease, its body fluids may also infect other animals, causing a certain amount of pollution to the environment. “. Therefore, cremating pets is a safer and more environmentally friendly way of funeral and interment.
However, in China, the animal husbandry department is responsible for animals, and the civil affairs department is responsible for animal funerals. Pet funerals are in a state of “no matter what”, and there is no direct control by relevant laws and regulations.
In this regard, Xu Huihao, Ph.D. from the School of Veterinary Medicine of Southwest University, directly told the media: “The healthy development of the pet funeral industry depends on whether there are relevant laws and regulations governing the handling of pet carcasses. Only the introduction of relevant policies and regulations for pet funerals is perfect. The pet carcass disposal reporting system, tracking management and legal restrictions on the final whereabouts of pet carcasses, can provide a legal market for the pet funeral industry.”
2. The young patron is forced
According to the “White Paper on China’s Pet Industry in 2020”, the proportion of post-80s and post-90s raising pets is 36.2% and 38.1% respectively. Young people are still the main force in the current and future consumer market.
The point is that among these pet owners, those with an income of less than 4,000 yuan in 2019 accounted for the highest proportion, and those with an income of 4,000 to 9,999 yuan in 2020 accounted for the highest proportion, an increase of 21.4% from 2019. This shows that the new generation of pet owners highlights the characteristics of middle and high income.
The pet owner has a higher income and is willing to spend money for his pet. At the last moment of the pet’s life, most of them hope that they can leave with dignity and dignity. These demands will force the pet funeral industry to provide richer and higher-quality services, which will affect the entire industry.
3. Emotional consumption boom
On social platforms or short video platforms, pet-related content emerges endlessly, and “cat sucking” and “dog sucking” have become a kind of social craze. Whether it is to relieve work pressure or add more fun to life, in the final analysis, pet raising is essentially an emotional consumption.
Don’t underestimate the energy of emotional consumption. It can increase the number of pet owners and deepen the emotional connection between pet owners and pets. Data shows that over 90% of pet owners have a close relationship with their pets.
In this case, when the pet dies, many pet owners are willing toJin is the funeral of pets”, which objectively further promotes the development of the pet funeral industry.
4. Public welfare assistance assists
Recently, the pet industry held a national charity exchange seminar. One piece of information shared is that the Jinan Pet Industry Association will focus on the harmless treatment of pet remains, “I hope to inject the power of public welfare into the current pet funeral industry.”
Public welfare actions in the industry can accurately influence a group of pet owners, and can also play a demonstrative role in society. It is foreseeable that not only Jinan, but more public welfare organizations will join the pet funeral.
Whether these thrusts can form a joint force to jointly promote the in-depth development of pet funerals is related to the future of the industry. How far is “spring”? It is closely related to this.