Tmall 618 Pet Industry List Released: "Shit Digging Officer" Enters the Era of Diversified Consumption
Tmall 618 will officially end in 2022. The pet industry performed well in Tmall 618 this year. From the Tmall 618 list, the number of domestic brands accounts for more than half of the top 20 brands.
It is also understood that during the 618 period of Tmall, pet brand members grew strongly, and the turnover of members during the 618 period increased by nearly 50% year on year. The live broadcast performance of merchant brand stores exceeded expectations, and 23 merchants led to more than one million transactions through live broadcast. Among the top 20 brands of Tmall 618 in terms of sales volume, most of them have achieved considerable growth with the help of members and store broadcasts.
"The live broadcast room is no longer a simple store, but has become a 'second flagship store' to deliver brand ideas and enhance brand influence, and a content field to deliver professional pet knowledge to private fans." Li Haobo, head of Weishi Science Communication Department, said. Weishi, a Chinese brand specializing in pet nutrition food, has made great achievements in Tmall 618 this year, ranking among the top five in sales.
The list shows that the demand for pet consumption has entered a diversified stage. In addition to cat food, dog food and other "necessities", pet medicines, health products and pet products are also popular with consumers.
Among them, cat litter with occult blood testing function, electric cat toys, freeze-dried cat staple food with fresh chicken as raw material, cat mint balls for relaxing mood and other products are highly sought after by consumers.
Previously, data showed that new pet smart devices and technology pet products were popular in Tmall 618 this year. According to the media summary, the pet intelligent companion robot, automatic feeder and intelligent cat litter basin were selected as the top three in the cute pet intelligent world. In addition, during the period of Tmall 618, the summer clothing, pet helmets, pet trend carts, etc. of cats and dogs have increased significantly, and wigs, hair accessories, raincoats, helmets, frisbee toys and other types have diversified significantly.
"With the growing prosperity of China's pet industry, the 'excrement removing officers' no longer stay at the stage of' feeding satisfaction ', and more and more advocate the concept of' family pet raising '." The head of Taobao Tmall's pet industry concluded.
In response to the new trend of "family style pet raising", Taobao Tmall has also upgraded its services. The head of Taobao Tmall's pet industry said that during 618, Taobao Tmall launched a series of new services. For consumers, Taobao Tmall and Cainiao Post Station provide door-to-door delivery services for heavy goods such as cat food and cat litter; The product usage guidance video has been launched and has been piloted in some stores. For businesses, the platform conducts training and certification for customer service of core businesses, and improves the professional quality of business customer service pets; Promote the access of core businesses to the Tmall Youcang plan, and provide traffic support to businesses with high performance certainty.
In 618 this year, Taobao Tmall launched 25 measures to help businesses, including financial subsidies, logistics facilitation, flow subsidies, special measures for epidemic, and technology upgrading, to help businesses accurately serve 1 billion consumers.