Edit Introduction: As people's love for cats has become more popular, the term "tee shoveler" has been said for many years, and now all consumers are quite generous to cat owners, and the cat economy is rising rapidly. The author of this article shares the current situation and thoughts about the "cat economy" market, let's take a look together.
There is a debate topic in "The Debater" that once caused heated discussion: "The art museum is on fire, a famous painting and a cat, who do you save?"
Artist Giacometti, who has been dead for 50 years, gave the answer very early: "In the fire, between Rembrandt and the cat, I will save the cat." I have always had a love for cats.
Now, the "cat economy" has achieved unprecedented development, from pink and cute cat claw cups, to blind box kittens, to cat petting and sucking cats, the cat economy is rising.
Even the status of traditional pet pet "dogs" is threatened. The "2020 Pet Industry White Paper" shows that in 2020, the number of dogs and cats nationwide exceeded 100 million, which is significantly different from last year. The number of dogs decreased by 5.1% for the first time, while the number of cats increased by 10.2% to 48.62 million, accounting for 3.5% of the population.
How much does it cost to raise a cat? Why did the cat economy suddenly rise? Where are the market increments and stocks?
01 Healing the cat and capturing the hearts of the people
Hemingway, who wrote "Who is the death bell ringing for", left his house to the cat in his will.
"Norwegian Forest" is a price for Murakami Haruki asks the publishing house to take care of the cat, as the price of exchange.
Chanel " Galeries Laffer " Karl Lagerfeld's cat, has his own Wiki entry, more than 200,000 Ins fans, and two exclusive maids and chefs. After Lafayette passed away, he left the inheritance to the cat.
Let’s take a look, cats are simply muse in the art world.
German philosopher Albert said: There are two refuges in a miserable life, one is music and the other is cat.
Who is raising cats?
According to the survey, " cat slave " is characterized by young, highly educated and high income. 85.1% of "cat slaves" are born in the 80s, 90s, and 00s, and 71.3% of "cat slaves" have bachelor's degree or above.
"Empty Nest Youth Portrait" released by NetEase News shows that there are more than 50 million empty nesters in China, of which 19% chose to be with pet , and 8% chose cats.
Now, Beijing, Shanghai, Guangzhou and Shenzhen have become the hardest hit areas for young people who are petting cats. Among people aged 20 to 29, 63% raise cats in the cloud, and 46% raise cats themselves. Among them, programmers definitely contribute the most, and 60% are single.
Why do single dogs like to pet cats?
- The space for renting a house is more suitable for raising a cat . According to the "2020 Young People's House Rental Big Data Report", the population of renting houses in my country has reached 212 million, with a total rental area of 6.733 billion square meters. The per capita use area at public expense is only 20 square meters, of which the per capita rental area in Beijing, Shanghai and Shenzhen is only 17 square meters.
- fragmented time is suitable for cat petting . Boss Direct Recruitment "2019 Survey Report on the Current Situation of Overtime for Workers", the proportion of young people born in the 1990s who often work overtime is as high as more than 70%, and more than 60% of people born in the 1980s, and weekends are also occupied by work. Cats are more suitable for living alone 996, accompanying each other and being alone.
- Physiological stimulation is more suitable for raising cats . Psychological studies have shown that cats' "baby schema" looks stimulate the "cultivation instinct" of "empty-nest youth" and stimulate the happy center of the human brain to secrete dopamine and stimulate the desire for protection. .
- Cat raising costs less . Compared with other pets, raising cats is cheaper. The annual cost of a dog is about 4,723 yuan, while the annual cost of a cat is only 3,117 yuan.
- Cat is a first-class social topic . For cat owners, they can change from "we are not familiar with each other" to "fast acquaintance" in one minute. What brand of cat food? How big is the cat scratch board? How high is the cat climbing frame? It's simply an ice-breaking artifact.
02 Four-legged gold-swalking beast, large banknote shredder
"Cat Economy" originated from the Japanese economics community. Research has found that no matter how difficult the economy is, the public's enthusiasm for cats and related products will always be high. As long as merchants use cats, they can get traffic and make money.
In 2015, the cat star contributed more than 2.3 trillion yen to Japan's GDP, while the most popular female idol group AKB48 contributed only 56.5 billion yen, a full 40 times higher.
In China, this contribution is also increasing dramatically.
Cats even use smart homes earlier than their owners. On e-commerce platforms, household items such as constant temperature water dispensers, smart cat litter boxes, companion robots, etc. have a growth rate of 500% each year.
cat is a large banknote crusher!
The most basic expenditure is "cat food". Be careful of the quality of cheap cat food, and the cat owner's body will be damaged. After buying a small can of peak deer, you will never be able to turn over.
squat, waiting for the car, getting on the car, car price... These common code words in the cat food community are born in the process of people in the circle purchasing imported food. According to the offer, there will be four-wheelers and unicycles.
is not only cat food, but also nutritional paste, liquid calcium, snacks, canned cat grass... these must be arranged. As for medical expenses, toys, cleaning expenses, and even regular teeth cleaning that you don’t know how to do, I greet the cat owner.
Advanced cat slaves will also buy electric cat toilets worth 5,000 yuan, and surveillance cameras worth thousands of dollars in cloud sucking cats...
The history of four-year cat slaves is beautiful. Last year's Double 11 cost: 20 kilograms of cat food 350 yuan, 6 liters of cat litter 80 yuan, 24 cans of cat canned food 200 yuan, 1 cat scratch board 50 yuan, 500 ml of hair protection 80 yuan, and 799 yuan for cat roller treadmill... The total amount is about 3,000 yuan. Video members of 20 yuan can borrow, and they can't be wronged.
Young Dinks who didn't want to socialize turned their heads and compared the cat's son with inclination.
"China Pet Industry White Paper" shows that as of the end of 2019, the overall consumption market size of pet cat has exceeded 78 billion yuan, and the annual consumption amount of a single pet cat has reached 4,755 yuan, which is 14% of the per capita disposable income of Chinese residents.
Liang Haiyuan In "Talk Show Conference", "Isn't it money" There are two jokes about spending for cats in the performance, representing the true thoughts of most cat owners. For cat owners, it is a moral dilemma for cat owners.
03 Some people rely on it to drive away loneliness, while others rely on it to pursue trading
capital has always been sensitive. In 2017, China Pet Co., Ltd. and Petty Co., Ltd. successively entered the A-share market. In the context of the epidemic in 2020, both companies achieved double growth in revenue and net profit.
- htmlIn March, the cat food brand "Pat Noel" received 20 million angel round investment;
In addition to the entry of the newcomer, industry pioneers also reported long-lost IPO news.
According to Tianyancha, in September 2020, the first domestic pet e-commerce stock "Boqi Pet", went to the United States for IPO. Before that, Boqi Pet completed 7 rounds of financing, including China Merchants Bank , Goldman Sachs , Zhonglu Capital, etc. Goldman Sachs' three consecutive rounds of financing totaled more than US$120 million.
The enthusiasm of capital and the popularity of the industry are mutually verified. The market size of pet cats reached 60.2 billion yuan in 2018 and 78 billion yuan in 2019, an increase of 19.6%; in 2020, it reached 88.4 billion yuan, an increase of 13.3%, while the GDP growth rate in 2020 was 2.3%. .
During the 618th period last year, the transaction volume of cat snacks on JD.com was 6 times that of the same period last year, the transaction volume of cat litter box increased by 262% year-on-year, and the transaction volume of cat toys increased by 359%... There are even data predicts that the scale of cat star consumer market will exceed 100 billion. The
industry is growing, and more and more entrants are entrants.
An interesting phenomenon is that most players in the "Cat Economy" track have been established for less than 3 years. From developing the first product to trading over 100 million yuan, in just one or two years, we have completed the past ten-year path of entrepreneurs.
During the Double Eleven in 2020, Pidan, the founder of Pidan, the top 1 in Tmall's sub-category, founded Pidan, because he couldn't buy the cat litter box that he loved, and founded Pidan to design cat supplies himself.
Pet smart home dark horse brand "Ao Meow Meow", founder Wu Nannan is a former employee of Xiaomi . He resigned in 2019 to start a business.
Those who keep cats should consume, and those who don’t keep cats should also consume. There is also a group of cat slaves who cannot be underestimated online. They do not have cats themselves, so "cloud raising cats" and "cloud catching cats" have become the best choices.
The "Cat Card" mini program for raising cats in the cloud is highly sought after. In more than a month of online launch, it attracted 1.6 million fans, 310,000 cats registered, and the page PV was 80 million.
Compared with offline "cat sucking" and "cloud cat raising" development, the development of "cloud cat raising" seems to be very vigorous. The earliest "cloud cat raising" was a platform blogger who shared the daily life of cats, attracting a large number of cat slaves to watch.
" Memories Little Vest ", "Eclipse", "Wu Huang Wanshui" and other Weibo big Vs are using their cats to attract tens of millions of fans.
"Little Vest for Memories" relies on a Scottish Folding Cat "Dragon Boat Festival" to write soft articles for advertising, with an annual income of more than 8 million.
The "cat backyard" for raising cats online is an online cat development game. Players can buy toys, build houses, etc. for cats in the App. Once it is launched, it will soon exceed 20 million downloads.
virtual cat breeding game CryptoKitties logged into the Ethereum blockchain in 2017, where players can buy and sell and breed different breeds of electronic cats. Official data shows that a total of more than 70,000 virtual cats were sold, and the most expensive one was sold for RMB 260 million.
Cat's economic market is very large, but there are still many problems.
Take the food field, which accounts for the highest proportion, as an example. Foreign-funded "Mars" occupies 76% of the market share. The competitive space for domestic brands is very narrow. At the same time, domestic brands also have to face the dual challenges from supply chain and market perception.
It is difficult for domestic suppliers to cut corners and use inferior products as good products in production. The quality is not guaranteed, which is a devastating blow to the brand.
From the perspective of market cognition, most users do not understand cat food brands and the market education cost is too high; while experienced users generally have unreasonable expectations for cat food.
Excluding cat food, pet medical care, which accounts for a relatively high proportion, also faces many pain points such as uneven professionalism, incomplete standardization, need to be established, lack of business capabilities, low branding, and high costs.
As for other long-tail areas with a smaller proportion, problems are still being exposed.
04 Ending
It is said that Taobao Mall was renamed Tmall because it was based on cat economics and attracted the attention of this market.
Humans' enthusiasm for cats will not be reduced, and they are more willing to spend money on the "cat owner". There is no loneliness that cats cannot heal.
After all, what bad thoughts can cats have?
Reference:
- Nanqidao: More and more people are "cat slaves", the cat economy is beyond your imagination
- Anxin Securities: The "waves of pets are still the same", where does the "rudder" turn into the market investment?
- Li Jingyuan: It’s a good time to suck cats, and it’s a good time to suck cats.
- China News Service: "Krypton gold" pet raising is prevalent and the number of pets has increased. China’s pet economy is expected to explode
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