[Business Opportunity] "Meng Chong Economy" broke out! A big market with a scale of 100 billion has risen quietly. What does "Qian Jing" have?
In the past two years, there have been more and more shovel officers and dog walkers. A large number of pets, mainly Wang Xingren and Cats, invaded the family on a large scale and became our family members and life partners. The ensuing pet consumption was also detonated.
According to statistics, there were about 59.12 million pet families in China in 2017, accounting for 17%. The market scale of China pet industry has reached 134 billion yuan. Since when did pets suddenly become indispensable family members of so many people? What are the unexpected growth points of Meng Chong economy? What’s new in this market that you don’t know yet?
Meng Chong’s consumption exploded.
The most prosperous Sanlitun business district in Beijing, where young people gather, is a landmark of fashion trends. Recently, many shops related to pets have appeared here. Cats can accompany you to drink coffee, pet space for bathing, hairdressing and swimming, and pet shops where you can buy all kinds of pet supplies. You know, this is a fashionable place with an inch of land and money. Is it worthwhile to do pet business? Who are the consumer groups?
Guo Wei took a fancy to this uniquely decorated pet space when he went shopping here last time. It is said that this place is also a online celebrity store frequented by many stars. Today, she specially brought her dog. Yan Sun, the owner, recommended the most famous spa beauty project here to her.
After regular cleaning of nails and ears, the dog spa began. Aromatherapy, music, selected essential oils, combined with the professional techniques of masseurs, made the dog feel comfortable and fell asleep within two minutes. That’s not all, and finally a wonderful petal bath. The full set of services makes Guo Wei, who is waiting outside, envious.
Guo Wei works in an Internet company, and his income is not low. She was particularly interested in raising a dog for the first time, and spent 40 thousand yuan on her dog in four months. It is said that the most expensive membership card here costs 20 thousand yuan. At such a high price, most of the guests here are repeat customers. Moreover, in this survey, we also unexpectedly found that young people especially like to spend money on pet consumption, especially in big cities such as Beishangguang. While upgrading their consumption and pursuing a higher quality of life, they also hope that their little friends will live a better life.
Waiting for the time for the dog spa and grooming, Guo Wei strolled around the shopping area downstairs. Yan Sun recommended this popular pet cart to her. With it, Guo Wei can take the dog out to play like a baby, and even go to the mall. And a parent-child necklace with the same model as a dog is a limited edition, and the most expensive one is more than 20,000 sets, which Guo Wei is very tempted. This is only a small part of the commodity area, and there are many basic items for pets, which are dazzling. Dog food should be eaten well, toys are consumables, and all kinds of medicines and health products are really armed for the little guy.
According to the data from Meituan and public comments, the per capita total consumption of pet owners in China in the past year was 6,436 yuan, of which raising dogs was 1,689 yuan higher than raising cats. Consuming pet goods is 3384 yuan higher than buying pet services.
Pet products also have online celebrity.
Shanghai’s shopping mall with the largest flow of people, a three-month small exhibition has become a punching resort for fashionable girls in the city. Take photos and play in the creative exhibition space, where girls stay for hours.
The most fun room, the enlarged cat toys and daily necessities, makes people feel that they have become small animals and experience their lives and perspectives. What created this cat space is an entrepreneur who makes pet products. Through cooperation with exhibitions that young people like, let more people know about their own brands, which is a new gameplay he has recently developed.
Ma Wenfei is 29 years old and graduated from drama performance. Because I like cats and furniture design, I embarked on the road of starting a business in pet products. This is a team with an average age of 24-25 years old. Every day, young designers have to spend a lot of time discussing product design and developing this new product. I’m afraid many people don’t know what it is. Its name is Snow Mountain, which is a domestic cat-obsessed toilet. Snow Mountain is not an ordinary cat toilet. Its predecessor is called Snow House, which made Ma Wenfei famous in the industry and sold 100,000 explosive products. Ma Wenfei attaches great importance to its iteration.
Different from the semi-enclosed snow mountain, the igloo has a high-value white dome, which breaks the square convention of cat toilets in the past. Thinking about products from the perspective of animals and pursuing the ultimate appearance made Ma Wenfei hit the heart of a new generation of cat slaves. In three years, he made more than 90 high-value pet products in one breath, and his sales on an e-commerce platform in Ali reached 30 million. At the peak, he had 90 suppliers.
According to data from Taobao, in 2017, the pet industry on the e-commerce platform increased by 25%. Pet commodity consumption is mainly concentrated in the fields of pet food, snacks, supplies and pet medicine. Among them, there have been many explosive products in pet toys, clothing, cleaning products and pet daily necessities.
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Pet medical upgrade
According to statistics, food products (50%) rank first in the market segment of pet economy, followed by pet medical services (23%), followed by pet sales (12%) and pet care services (11%). With more and more small pets becoming important family members, people pay more and more attention to their health. In 2017, the pet medical market has reached 28 billion yuan. How do small animals see a doctor? Are they expensive to see a doctor? What is the situation of this market and demand?
The Pet Hospital of China Agricultural University is called the Union Hospital for Pets by many people, because it is not only as good at treating intractable diseases as the Union Hospital, but also as hard to find the first one as the Union Hospital.
A lump was found on the neck of Ms. Zhang’s dog, which was suspected to be a lymphoid tumor. Doctor Li Gebin asked the owner, Ms. Zhang, to take the dog for blood drawing and puncture examination first.
It’s Ms. Zhang’s dog’s turn. Blood drawing and puncture are completed together, and the results will be obtained in a short time. In recent years, Agricultural University has invested nearly 20 million yuan to purchase a large number of diagnosis and treatment equipment. Almost all the inspection instruments that people can use can be used by small animals. The results came out, and it was initially determined that it was the advanced stage of lymphoid tumor, which made Ms. Zhang very sad.
According to Li Gebin’s experience, this dog’s tumor has spread, and if it is not treated, its life will only last for more than a month. If you choose active treatment, the ideal effect is to prolong your life span by one year. Seeing that Ms. Zhang, who has no children, cherishes dogs as her own children, Li Gebin discussed the treatment plan with her in detail.
In the past five years, the number of cases admitted to the Agricultural University Pet Hospital has been increasing at a rate of 15% every year. In 2017, the number of consultations has reached more than 77,000.
This black back is 16 years old and quadriplegic. He Jing Rong, a Chinese veterinarian, is treating it with acupuncture and laser irradiation. These boiled traditional Chinese medicines are all exclusive formulas of Dr. He. Can relieve inflammation and pain, and can be externally applied to dogs after acupuncture.
He Jingrong was once the last batch of Chinese veterinary students who studied systematically. In the era when Chinese veterinarians almost disappeared, she insisted on treating horses in the countryside. It was not until the Agricultural University resumed Chinese veterinary treatment that she came back to sort out the classics and began to train students. I’m afraid that China’s wisdom for thousands of years has broken its roots.
Whenever he is free, He Jingrong gives lectures on pharmacology to the students. You have to memorize hundreds of drug names and properties before you know how to prescribe a doctor. This is a long process of accumulation, which tests the perseverance of young people. Theory alone is not enough, and practical operation also needs hands-on teaching. This makes He Jingrong, who has retired, have to be busy in the hospital every day.
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Powerful cute little treasures
In two days, Ning Wei will take this issue of students to participate in the China Dog Agility Competition.
For the guidance before the last contest, Ning Wei asked his dog Apple, who had just participated in the international contest with him at the beginning of the year, to demonstrate for everyone.
The agile training of animals is to complete hurdles, wooden bridges, tunnels, S-bars and other obstacles in turn under the guidance of the master’s password within a specified time. The shortest time and the highest degree of completion is victory. It tests the degree of cooperation between the owner and the animal.
In 2009, Ning Wei represented China in international competitions for the first time. This gives him the opportunity to contact with the advanced concepts of countries with more developed pet development. He found that it is very common to exercise with his pet every day. Few foreign contestants have professional dog trainers, and most of them are owners and dogs who come directly to participate in international competitions. This is different from the habits of many pet owners in China, and this is precisely the reason why some pets have behavior problems.
The dogs are finished, so it’s time for other babies to come out for outdoor observation, including beautiful ostriches, cute alpacas, funny donkeys and pigs. Don’t underestimate these big guys, they are as smart as training.
This little pig can almost complete all the actions that Apple just did. This Dutch mini donkey can also pace and kiss.
The other corner of the pet space is an area similar to a traditional pet shop. There are cats, lizards, hedgehogs and dazzling pet products that can be sold. Here, bathing, beauty and foster care are all available. But Ning Wei said that this is just an experiment. What he wants to build in the future is the "zoo" around you.
A leisurely farewell
The outbreak of an industry will drive a series of related industries in this chain. In a report on the innovation industry of pet economy, the rise of pet funeral industry in the past two years was mentioned. According to the report, pet cemeteries have appeared in Beijing, Shanghai and other places, with prices ranging from 2,000 to 5,000 yuan. Assuming that there are currently 30 million pets in China, and 10% of the dead pets need pet cemeteries every year, the market scale will exceed 1 billion yuan. Seeing this figure, we can see not only the business opportunities behind the figures, but also a civilization and progress by taking the pets’ affairs seriously and remembering them for more than ten years.
The cafe in front of the house is where Wu Tong goes to work every day. Talking to online buyers and designing her own products is her main job every day.
In 2014, Wu Tong, who resigned and started his own business, began to make his own pet urn. Wu Tong, who studied design in college, designed several pet urns according to her own ideas and tried to sell them online, but the effect was very good. Diligent, she also recorded every guest’s story in her WeChat official account. Wu Tong numbered every pet who bought an urn from her. Now it has been recorded at 2000. She also tried to develop some derivatives such as tombstones, ornaments and pendants. A small Taobao shop run by one person can run 100,000 yuan a month.
When Wu Tong visited her clients for the first time, she became friends with many people because of those cute little animals. Wu Tong visited this house, which was the 31st guest in her record, Aunt Yao. Enthusiastic Aunt Yao saw Wu Tong, and there was no stranger to meet for the first time.
Aunt Yao is 59 years old, retired at home, and occasionally helped her son take care of her grandchildren. After Ugly left, Aunt Yao adopted three stray cats and a stray dog. She and her wife took out one-tenth of the family income to take care of these children.
