According to data from major platforms, as of August 2023, the number of pet interest groups on the whole network has reached 32.3 billion, of which 41 are under the age of 303%, and users over 46 years old accounted for 301% (of which, 19 are over 51 years old.)5%), one end and one tail, becoming the core support of the "pet economy".
Behind this is inseparable from the change of life concept of young and middle-aged groups, and the transformation of urban lifestyle, which is manifested in the emotional projection of pets, "warm companionship", "sense of security", "emotional healing" and so on have become the most popular keywords for users, therefore, in August 2023, the content volume of the new ** platform for pet cats and pet dogs is 3280,000 articles, 2150,000 articles, and the popularity continues to be "faulty" leading.
The user explosion has supported the "pet economy". As of September 2023, a total of 20 financings have occurred in the domestic pet market, with more than half of the 100 million-level financing and a total of more than 1.2 billion yuan, which has exceeded the annual data of 2022 and 2019 and caught up with the peak in 2021The industrial chain around pet sales and adoption, pet life, and pet service life cycle has been gradually improved, attracting many big players such as Wansen Biotech, Bloomage Biotech, Three Squirrels, Xiaomi, Yili, and Semir
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As of August 2023, the top three in the industry, with a monthly active activity of 2550,000, 940,000, 770,000;The same is true for the "Street Cat App" for stray cats, with an increase in active users from 4 in just 4 months70,000 increased to 1.12 million, meeting the strong demand ...... of users for "cloud pets".
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In August 2023, there are about 300 million people interested in pets who are active on the new ** platform, and the overall characteristics are younger, covering millennials and professionals, and some empty nesters who cannot be ignored are also pet groups, with nearly 20% of people over 51 years old, and pets have become the emotional sustenance that accompanies them.
At the same time, they also show strong consumption power, which can better drive the pet consumption market, which is conducive to promoting the mature and refined development of the related industrial chain. The "soil" of the new ** platform has attracted relevant brands in the industrial chain to enter the game, and domestic brands are more dependent on the new ** channels to speak. The data shows that although the top international pet brands in terms of followers are few and fine, the number of fans of Mad's and Royal on the Douyin platform exceeds one million.
Brand owners have achieved good results under the two-wheel drive of "self-broadcasting + talents", and 80% of the performance of some brands is contributed by live broadcasts and influencers. In August 2023, 88% of the sales of pet cleaning products brand Biyiqi on Douyin were completed by self-broadcast and influencers, and pet food brand Weishi cooperated with influencers contributed 53% of its sales6% of sales.
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Domestic brands are rising rapidly
Pet products are developing in the direction of "intelligence" and "refinement".
Pet products] category, driven by the two major sub-categories of toilets and washing;and high-quality feeding products among the top 3. The category under the pet toilet scene is gradually upgrading and tending to be intelligent, from the basic version of cat litter - cat litter box - smart cat litter box;The washing and care scene is developing in the direction of refinement, subdividing cleaning products for specific parts.
Similarly, the concept of intelligence is also applied to pet feeding supplies, whether it is an automatic feeder, a visual food storage bucket, or a maternal and infant purified drinking fountain, behind which reflects the penetration of the scientific pet concept among pet owners, and the sales performance of Homan, Xiaopet and Pawaii related intelligent feeding equipment ranks among the best.
Pet intelligent feeding equipment, for users, and another "window", can not only supervise the "baby eat", but also can watch the hairy child remotely at all times From the recent financing point of view, the development of smart products is moving towards the development of "experience optimization and upgrading", and this experience is around the two-way experience upgrade of pets and pet owners.
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Yu Meng - Health Guardian Prebiotic Natural Food
Temperature changes, unbalanced diet, and incorrect feeding methods will damage the intestinal mucosal tissue of pets, reduce the immunity of pets, thereby triggering changes in microbial bacteria on the gastrointestinal wall of pets, and damaging intestinal microvilli and intestinal wall itself, and inducing various diseases.
Yumeng-Health Guardian Prebiotic Natural Food, adding 20 billion high-quality probiotics, optimizing the structure of intestinal flora, maintaining the balance of the microecosystem, adding 2 kinds of prebiotics-FOS+MOS+GOS, inhibiting harmful bacteria, promoting the growth of beneficial bacteria 10-100 times, and helping nutrient absorption. Let the pet's stomach digest and absorb and appetite better, and the immune state will naturally be better.
The industry's first 4 fresh standards
1. Selection criteria - the raw materials of fresh meat are all human food-grade meat sources.
2. Transportation standard - fresh meat raw materials are distributed by 0-4 low-temperature special line to fully ensure the freshness of raw materials.
3. Calibration standard - fresh meat raw materials are in line with GB2707-2016 national food safety standards, and the fresh quality is strictly controlled.
4. Use standard - fresh meat raw materials are put into production and use in the factory to fully ensure the nutrition of fresh meat.