2021 Top 50 Pet Industry in China
Sustained vigorous physical economy
In the "war report" of the "Double 11" industry in 2021, the e-commerce sales of the pet food industry will reach 2.8 billion yuan, with Tmall and JD accounting for 57% and 28% respectively. A total of 49 brands of Tmall in the "Double 10" brand club have entered the 10 million sales brand club, and JD's new pet brands have also made a strong breakthrough, with turnover increasing by 387% year-on-year.
Taking Kwai platform as an example, the 2021 Kwai Pet Ecology Report shows that by the first half of 2021, Kwai has attracted 50 million pet creators, covering pet owners, star pet IP, pet brands, animal keepers, public welfare assistance and other diverse fields. The peak amount of pet content broadcasted in a single day exceeded 1.2 billion, and the total viewing time in a single day exceeded 400 million minutes.
During the 2021 Double 11, the sales of pet food of Guaobao Pet Group on the whole network reached 221 million yuan, and the pet intelligent products (such as automatic feeders, automatic cat litter basins, etc.) with the "hands free" performance increased by more than 100%. JD data shows that the sales in the first 40 minutes exceeded the turnover of the whole day last year.
From shopping platforms to short video platforms, from pet food to pet products, behind these data, the track of the pet economy industry still contains hundreds of billions of market opportunities.
The improvement of economic level, the change of ideas and the growth of the "empty nest youth" group are all objective factors for the rapid development of the pet economy. People are eager to get warmth and companionship from pets, especially the rise of young pet raising groups. With the rising consumption power, scientific pet raising and intelligent pet raising have become the pet raising methods of many people.
Pet Intelligence in "Blue Ocean"
Among the pet intelligent products that have come out, they cover many aspects such as pet food, shelter and play. The common products for food include automatic feeder, automatic water dispenser, etc., the common products for living include smart cat's nest, dog's nest, intelligent toilet, etc., the common products for playing include smart pet toys, pet companion robots, etc., and other products such as pet wearables, etc, These "hands free" smart products seem to be a "blue ocean" of "lazy economy".
Pet smart products are similar to smart homes. If you want to have a better use experience, you need to form an intelligent ecology. At the same time, the products should also be "universal". After a difficult start-up period, Xiaopei Pets, established in 2015, found several subdivisions of pet intelligent feeders, intelligent drinking fountains, and intelligent cat litter basins through continuous market validation. After the initial funds accumulated through research, development and sales, the research and development team of intelligent products is also gradually maturing. Today, the product line has covered a wide range, such as the launch of a smart smell cleaner for pets in the whole house this year.
Pet intelligence is not only reflected in smart products. In addition to the pet intelligence product industry, which has not yet given birth to a giant enterprise, Guaibao Pet Group, which has been in the pet food industry for 15 years, has built an intelligent factory using the world's most advanced pet food production equipment and technology, developed an online customization platform in the order mode, adopted a customized production and sales mode, and established an advanced intelligent warehousing and logistics, The sales volume of its Mafudi pet food brand has increased by more than 50% for several consecutive years, in which the construction of intelligent factories has played an important role.
Industry chaos remains
In July 2021, "the death of golden hair siri caused by air to land transportation" appeared on the hot search entry. The Guangzhou Municipal Supervision Office indicated that the carrier service was suspected of being subcontracted, and the carrier was actually an employee of the partner. Later, it was found that although the pet shipping company had an industrial and commercial business license, it did not file with the transportation department. In fact, it did not have the qualification for pet transportation. However, this phenomenon is common in the pet shipping industry.
In addition, the "Zhou Gou" in the breeding and trading market, the "living blind box" on the online shopping platform, the forging of veterinary qualification, and the nonstandard harmless treatment of pet funeral and interment, among other industrial chaos, lack of supervision and standardization processes, and the rapidly growing market demand also gave birth to these speculative behaviors. Behind the hundred billion level pet economy is the lack of standards in the entire pet industry, and the lack of supervision is also becoming a hard injury to the development of the pet economy.
As more and more entrepreneurs enter the pet industry, with the rapid prosperity of the pet economy in the whole industry chain centering on pets, industry chaos has gradually emerged. The deviation between different moral standards, imperfect infrastructure construction and the pet economy seems to make conscience become the industry or professional standard.
epilogue
Each pursuit of benefits without a bottom line will only lead to a lack of trust. After refreshing consumers' cognition and lower limit, brand building in the pet industry will eventually remain in the early stage, and there will be no brand from excellent to excellent.
"A gentleman should be cautious of virtue first. With virtue, there are people, there are people, there is soil, there is soil, there is wealth, and there is wealth that is useful."
