Seeing that the day of the Chinese New Year is getting closer and closer, in addition to preparing New Year's goods for their families, some people have begun to set their sights on their pets.
Although everyone said that they should be cautious in consumption this year, when the object of spending money has changed from themselves to "hairy children", it has become a different matter.
Buying New Year's goods for pets at home before the Spring Festival is becoming a new trend.
In fact, buying New Year's goods for pets is not new, as early as 2022, the search terms related to "pet New Year's gift package" on the Tmall global platform have doubled, and the data of the Jingdong platform for the Spring Festival in 2023 shows that the sales of pet New Year's decorations increased by 115% year-on-year, and the sales of pet Spring Festival couplets increased by 100% year-on-year.
Figure ic photo
It is said that the Spring Festival is the most willing time of the year for Chinese consumers to spend money, and major pet consumer brands are also particularly lively during this time.
Let's take a look at what are the new phenomena of pet Spring Festival consumption this year?
Pet New Year's gift box.
As the status of pets in the family rises year by year, more and more pet owners have begun to try to buy Chinese New Year gift boxes for their pets.
Pet New Year's gift boxes should first meet the needs of pets, canned cats, pet health products, pet bath sets and other products are common items in gift boxes.
In addition, this kind of gift box should also be in line with the festival elements, focusing on the concept of "pets should also have a New Year's flavor".
Figure **Sellers.
A Wei, a pet owner with 3 cats at home, told us: "Online gift boxes usually contain pet food, toys, Spring Festival couplets, close colleagues or friends between New Year's greetings, someone has begun to send pet gift boxes to each other, the traditional gifts lack of novelty, between pet families, such gift boxes are very popular." ”
While meeting the individual needs of pet families, it also brings freshness to pets.
Pet New Year's costumes.
After working for another week and going home for the New Year, Xiao Wu made an appointment for bathing and grooming for the two cats at home in advance, and also ordered small clothes for the Spring Festival.
If you want to drive home for the New Year this year, as a member of the family, your pets should also dress up beautifully and go home. ”
The sales of pet New Year's clothing on e-commerce platforms have increased year by year, especially dragon-themed clothing, such as scarves with dragon patterns, pet capes with dragon images, etc.
These costumes not only make pets look more cute, but also add to the festive atmosphere.
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The manager of the pet clothing brand, Da Zeng, said: "At present, there are not many pet clothing brands on the market, because the market started late, and the clothing tailoring and workmanship are more complicated. ”
In the past few years, pet Spring Festival clothes will be sold at pet exhibitions, and then gradually pet owners know that they will spontaneously spread among pet owners around them, and in the past two years, New Year's Day, Spring Festival or pet birthdays are the best time for sales.
In the past, pet clothing was mainly functional, and warm sweaters and raincoats in autumn and winter were the best-sellers, but now they are more beautiful, and small clothes in the style of cheongsam are in short supply during the Spring Festival. ”
In fact, many people's cats and dogs usually don't wear clothes, but now when they reunite or go out to take pictures, they will also buy a few sets, and there will be related small accessories. ”
The immortal lock has become a new favorite for gifts.
As a kind of auspicious gift, longevity locks are also favored by more and more pet owners.
These longevity locks are usually gilded or silver, inexpensive, and were first used to give to children at home, and later gradually used by pet owners to give to pets at home.
Normally, longevity locks are designed to be pet-friendly, and in order not to make noise, they are usually made in a solid style without bells.
Figure: Longevity lock product map.
The metal back will come with a lost pet*** in case you need it.
Although the picture is gold-plated, the material is still iron, please stay away from the magnetic door for pets with lock longevity locks.
The longevity lock is seen as a blessing for the wearer to grow up safely, and this wish is now projected onto pets.
Cross-border cooperation with consumer brands.
In order to seize the pet market during the Spring Festival, more and more brands are launching pet New Year gifts across borders.
At the same time, pet food brands and pet baking studios are also constantly launching a variety of Chinese New Year gift boxes, showing fierce competition from packaging to categories.
Looking back at last year, pet elements frequently appeared in the marketing of major brands, tea brand Heytea and pidan jointly launched a stray cat public welfare program, and Shanghai Auntie, who is also a tea brand, also launched a co-branded cat nest.
The fast-food brand McDonald's has launched a variety of cat nest peripherals in a row, and the pet scarves of the coffee brand Mstand have been out of the circle for a while.
Figure: The brand's official website.
With the increase of pet families, the pet economy has shown a trend of continuous growth, and the humanoid trend of the pet market has also extended more new opportunities for the industry.
With the heating up of the pet economy, emerging pet services are also emerging, such as clothing, photography, funeral and other industries are gradually emerging, and they are growing in the gaps between pet tracks.
Figure ic photo
On the one hand, pet consumption during the Spring Festival can be seen as a derivative of festival consumption.
On the other hand, today, when the sophistication of pet raising is comparable to that of raising children, it also reflects the rising consumer demand of pet owners.
With the co-branding of consumer brands and the promotion of merchants, in the future, buying pet New Year's goods for pets may really become a new New Year's custom.
Written by: Yang Yifan
Proofreading: Jia Ning.
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What would you buy for your pet during the Chinese New Year?