Wingshang.com 2022-09-21 20:08 Posted in Shanghai
Source | Winshang.com (ID: winshang)
Author | Mia, Yuwan, Xiong Shumiao
Cover & Head Image Source | Xiaohongshu@Yiwan Fuzhou
Picture Source | Except for the notes, the others are from the official channels of each brand
"It feels good to suck cats for a while, and it feels good to suck cats for a while."
Nowadays, more and more young people regard "sucking cats and pets" as a great pleasure in life, and the pet raising group continues to expand. Data from the "2021 China Pet Consumption Trend White Paper" shows that in 2021, there were more than 68.44 million urban pet owners in my country.
"pet economy" is rapidly heating up, and exquisite pet care has become a popular trend. It is expected that the industry scale will reach 445.6 billion yuan by 2023. Against this background, "pet friendly" has also become a new "traffic password" for offline business: a group of pet-friendly businesses are emerging, and players from all walks of life such as pet service brands and coffee brands have entered the market...
For this reason, Yingshang Cloud Think Tank launched the "Detailed Explanation of the Latest Gameplay of Offline Pet Friendly Business" series, exploring the latest "pet friendly" measures to provide reference for the industry. This is the next article, a pet-friendly brand/store. (Please click on the previous article: Pet-friendly shopping center)
The latest and most interesting way to experience business. Please pay attention to the 2022 China Experience Business Conference held in Shenzhen in November (click on the picture and learn more about the details)
Pet Service Store
Teel shovelers raise "haired children" and require 360 degrees of comprehensive and whole-body care, which is not much different from raising children. Chain pet stores are very testing their operational capabilities. Without two tricks, it is difficult to become popular.
According to statistics from Yingshang Cloud Think Tank, there are only more than 300 pet stores in shopping malls with more than 50,000 square meters in 24 key cities across the country, of which is as high as 75% of are single-store brands, and the number of chain brand stores does not exceed 8.
can provide innovative pet services. For shopping malls, it is not only a "client flow harvester", but also a brand that highlights the fashion and circle labels of the mall, and attracts a wave of young and exquisite pet-raising customers.
// Dog Road: Standard equipped with a high-value store, providing one-stop pet service
Dog Road was established in 2004. It is a comprehensive pet service brand integrating pet supplies retail, pet sales and pet services. In 2017, we began to settle in shopping malls. Currently, there are 10 stores . 8 of are located in Suzhou ; 2 are located in Shanghai.
html Shanghai Capita De Hongkou store, which opened in November, refreshed the industry and consumers' awareness of pet stores with a large-scale store model of 1,200 square meters, and triggered a wave of check-in. The opening month was Dog Road Shanghai Bailian South Shopping Center Store, which also has 800 square meters.
Image source: Dogdao official microsoft
Take Shanghai Kaide Hongkou store as an example. The store is mainly yellow, blue and white, and the visual sense is bright and light. There are so many internet celebrity items that allow the master and the furry children to accompany each other and heal all day long.
store contains multiple regional divisions and service items, which helps extend consumers' time in the store and promote performance conversion.
▶▶▶ product retail area, contains tens of thousands of items in all categories, 70% of which are imported products, and a pet trendy clothing area is also added.
▶▶▶ The exhibition area for cats and dogs, is arranged to be taken care of on both sides of the store, and hamsters, chinchillas, lizards and other pets are also added.
▶▶▶ pet care and beauty area, one-on-one service, high-quality pet teachers, advanced equipment, etc. ensure the sense of ritual of pet bathing.
▶▶▶rua Cat Beauty Institute, presents through a trendy and warm home space, providing an "offline cat petting" experience.
In order to strengthen the stickiness of poop shovelers in the store, Dog Road often holds various "cute pet social activities".Such as: cute pet fashion show, cat social day, pet health day, dog cool summer day, pet Halloween activities, etc.
// pet home pet'em: focuses on pet grooming and washing and care, with more than 150 stores
pet home pet'em was founded in 2015 and mainly provides pet beauty, special services (tooth cleaning, essential oil SPA), , foster care and product retail services.
Qichacha data shows that pet home has obtained 7 round of financing . The official official account disclosed that pet homes have deployed more than 150 companies in Beijing, Shenzhen and Shanghai, all of which are directly operated.
site selection is mainly based on community scenes, and some stores are entering shopping centers, such as Shenzhen Vientiane World Theme Store, Shenzhen Nanshan Ode to Joy Shopping Center Store, Shenzhen Nanshan Baoneng Global Hui Store, Shanghai Minhang Zhongxu Plaza Store, etc.
From store design partitioning, to service methods, and personnel training, pet homes have achieved a considerable degree of standardization:
▶▶ stores uniformly adopt a fresh air removal system, bid farewell to the traditional "pet smell". adopts a fully transparent operation space to win the trust of consumers and promote repurchase.
▶▶▶ has unique cleaning and disinfection standards. Stores implement strict zoning management. such as sterile/sterile, clean/contaminated, commonly used/not commonly used. The operation area implements "dry and wet separation" to ensure pet hygiene.
▶▶▶ service method, can be made online, and there is no need to wait in the store. choose your favorite pet groomer to learn what pets he has served, what styles he is good at, etc.
▶▶▶ personnel training, every beautician who has undergone professional training and passes the assessment before he can officially stay in the store. After is in the store, it will take 3 months of basic service before starting the full dog (cat) breed service.
// Xiaopei Pet: "Big Data" intelligent pet raising, covering all scenes of cute pet life
The capital darling PETKIT Xiaopei Pet, which received 7 round of financing , was founded in 2014. Its business includes pet smart products, pet daily necessities, etc.
Smart supplies: covers the entire scene of pet life, has a PetkitBed pet nest when sleeping, a smart antibacterial bowl, smart water dispenser for feeding, and a small peach pet companion for monitoring and companionship. The smart device is connected to the Xiaopei Pet App, which can collect and analyze pet data through hardware and provide pet raising suggestions.
Image source: Xiaopei Pet Official Website
Pet Daily necessities: Pet toiletries, toys, clothing, nest pads, backpacks, traction, environmental cleaning and other daily necessities, etc., providing products in all fields of pet clothing, food, housing, transportation and use.
Image source: Xiaopei Pet official website
Pet stores: There are nearly 100 direct-operated stores in Shanghai , and in 2020, national franchise stores reached 1,650+. According to the store trajectory of netizens, the characteristics of Xiaopei store are:
▶▶ Service & Environment: can make reservations for pet services, beauticians are "very gentle"; they provide disposable products such as pet toothbrushes and towels to avoid cross infection; there is fresh air system in the store, without any odor.
▶▶▶ Foster care service: Cat cage and dog cage are separated, and each cage has monitoring, which makes it easier for the owner to view the dynamics of the hairy children remotely at any time.
// Genetic creatures: pet supplies sold, innovatively launching self-service cleaning and care services
In October last year, the first flagship store of germinated creatures in the country landed in Guangzhou Merrill Lynch M·LIVE. As a lifestyle collection store, species of biodiversity divides the space into six major sections, including green plant area, pet area, aquatic organism area, and flower area.
Among them, "Youai Pet Area" is mainly based on brand collection. In addition to selling various pet snacks, clothing, nutritional products, toys, washing and care products, it also creates a self-service washing and care space for pets and launches the "Youai Self-wash" service.
Image source: CEO Brand Observation
Members make an appointment to the store. Professional dryers, pet shampoos, disposable bath towels and other essential items will be provided on site. Through the assistance and guidance of pet specialists, customers can complete cute pet bathing. Pet drinking water, toilet bags, etc. are also provided free of charge in the store.
"Pet Friendly" theme store
With the popularity of the "pet economy" market in recent years, various chain brands, from coffee shops, tea shops, restaurants, and even trendy brand stores and photo studios, are keen on creating pet-friendly theme stores.
Specific practices: allowing pets to be taken to the store to consume, setting up special pet activity areas and pet rest stations in the store, and providing pet-limited peripheral products, pet toys, special snacks, etc.
This not only provides a good place for pet lovers to walk, but also a good "tactic" for stores to attract customers and extend customers' consumption time.
coffee/tea
// Starbucks : There are more than 100 pet-friendly stores, "Claw Buccino" is popular
Starbucks is the first store in China to open a pet-friendly store in the beverage chain industry. According to public reports, there are more than 100 Starbucks pet-friendly stores in in China. Its pet-friendly store has several logos:
▶▶ As long as there is the "Claw Star Cute Friend" logo at the door, you can judge that this is a pet-friendly store. Among them, there are many Starbucks selection stores, such as Shanghai Jingyao Qiantan Store.
▶▶ Any Starbucks community experience store is basically a pet-friendly store. The store has a free "Claw Buccino" cream exclusive to pets, as well as regular cute pet parties. The shovelers can drink coffee and share their experience in pet raising, and the kids can also make friends. This type of store has a series of pet facilities in the outdoor area, such as pet seats, exclusive cup slots, traction rope hooks, poop zones and exclusive trash cans, as well as free pet drinks, which are especially popular. Let pets and owners enjoy Starbucks as a social space.
Feed the dog with a cup with a Starbucks logo, which is usually the scene where experts record "the first time a dog has drunk Starbucks".
Image source: Xiaohongshu@An YiranRoger
It is worth mentioning that Starbucks has a small trick - intends to set some stores close to parks, public green spaces, and lakes as pet-friendly stores. For example, outside the Xiangjiang store in Panyu, Guangzhou, Meilin Zhuoyuehui store in Shenzhen, Xuhui Binjiang store in Shanghai, etc. This move is intended to borrow public resources to attract traffic, providing dogs and owners with more space to walk and spend time.
Some stores have Internet celebrity store attributes, which are suitable for owners and dogs to take photos together, such as Foshan Vanke Jinyu Central Store, which looks like a church; Shanghai Xuhui Binjiang Store has become popular in the social circle with its pure white design + transparent glass.
Image source: Xiaohongshu@An Yiran Roger
// Manner Coffee: pet element design, pet special area, pet surrounding
Manner specializes in cross-border brands that match the tone to launch joint pet friendly stores.
In 2020, Manner Shanghai Xuhui Binjiang Pet Friendly Store opened, which is a joint store with BEAST Beasts. The store has a spacious outdoor recreation area for pets.
In the product, the co-branded Panda latte has a high yield rate. echoes the store design in black and white colors. Through the floor-to-ceiling glass, a giant panda can be seen "sitting" on the terrace, with a "sunny day" atmosphere.Of course, free butter for cats and dogs is indispensable in stores.
Image source: Xiaohongshu@A mahjong plaque
Details, Shanghai Xuhui Binjiang Store is located in the first floor outdoor pet area (cannot be brought into the store) , with a disposable water basin, and there is also a mechanism for putting food basins and tying dog leashes on the seats outside.
Image source: Xiaohongshu@A Mahjong Plate
In August 2022, Manner and pet lifestyle brand launched a joint pet friendly pop-up store without card. During the flash period, the drinks the masters drank were all pets, uncluttered cactus logos, and Manner's brand logo, which were fresh and produced.
also has a series of joint pet peripherals, such as joint bean pet series, pet ceramic bowl, coffee bean capsule pet toilet, coffee bean ice-sensing scarf, etc.
Image source: Xiaohongshu@CC Jiang
// SeeSaw Coffee: Cats and dogs serve as "door boys", making the brand closer to users
SeeSaw, which has always been in the urban white-collar elite style, has become more playful and cute in the pet-friendly store style, and is closer to users.
According to the official disclosure, COME IN BABY | SeeSaw x Plant label cute pet theme store has been launched in Shanghai Tongren 88 store, Shanghai Shangsheng Xinsou store, and Hangzhou Hubin Pedestrian Street store.
stores can see the logos and color elements of both parties. The store uses cats and dogs as "door boys" to welcome the owners and dogs into the store; it provides "National Little Baby Limited" products, and can also receive a full set of joint limited peripherals in the store.
Image source: Seesaw Coffee
// store by .jpg: Encourage "photographs" to make pets the most beautiful
Regional new coffee chain brand store by .jpg Coffee has also opened pet-friendly stores. Currently, there are 3 stores of jpg coffee, all located in Guangzhou.
jpg pet friendly store, especially emphasizes taking photos of the cute little girl and making it the most beautiful boy in the cafe. In order to trigger the masters' enthusiasm for taking photos, jpg has put a lot of effort into creating scenes.
Image source: Xiaohongshu@store by jpg
Taking Shiguangli store as an example, the store style is between the atmosphere of the collision between industrial ins style and cream. There is also a large grass field outdoors, with cute cartoon cats and dogs, and a large area of reeds on the outside. Overall, it has a strong sense of relaxation and healing.
// Heytea : Set up a pet rest station and promote theme limited peripheral products
Heytea's first "pet friendly" theme store is located in Shenzhen Luohu Xihuicheng Shopping Center. The store is mainly divided into three major areas, including dining, leisure guest area, and pet exterior area.
You can see pet-themed illustrations, artificial bubble embroidery murals created by Heytea and Takasha in the store, as well as pet god song list and theme limited peripheral products, such as pet friendly T-shirts, pet friendly saliva towels, pet friendly stickers, etc.
In addition, the store has set up special pet activity areas and exterior areas, as well as pet rest stations, and provides pet tips, pet pull rings, pet anti-pet cups, pet poop boxes, etc. The seats are designed in a wooden step-like manner to bring closer the distance between the "poop shovelers" and cute pets. Consumers can take care of their pets while drinking tea.
// Lele Tea: The first pet-friendly theme store jointly launched by the Pet Open Space, Pet Drinks, Pet Toys
Lele Tea and ziwi Peak, located in Jinchuang Road, Yangpu District, Shanghai. The store has a special outdoor open-air seat, and a small bowl of pet drinking water is placed, which is distinguished by size, and a pet poop box is placed.
Image source: Xiaohongshu@Wang Bula
In terms of products, Lele Tea has specially launched "Wang's Happy Milk Tea", "Meow's Happy Milk Tea", butter cups that pet babies can eat, as well as canned snacks, uniquely shaped nests, interesting toys, etc.
Image source: Xiaohongshu@Jayadx六
Simple meal/meal
// Shake Shack: Specializes in ice cream and donates to the animal public welfare fund
Shake Shack Qiantan Taikoo Li Store is the theme concept of "Shack-Hood" in China for the first time, creating a newly upgraded pet-friendly 2.0 experience store.
, based on its pet-friendly operation, has comprehensively upgraded its store, and added pet leisure areas and drinking water areas outside the store, and sells pet snacks and exquisite pet surroundings in the store.
Image source: PR Newswire
In the store, Shake Shack launched the ice cream "Pooch-ini" specially developed for dogs, launching the "Run, Woof" cute pet game; and donated 5% of the sales revenue of ice cream to it Fund "Stray Animal Sterilization" project.
Image source: Xiaohongshu@Salmon has a black tuna
// Burger King : Green space, image cards, voice toys, "pet-friendly" atmosphere,
Burger King Shanghai Greenland Colorful City Store In the store design, it has innovatively explored the new cute interactive gameplay, creating a "pet-friendly green space" - the open space outside the store is laid with green lawns, dog ties are installed on the flower beds of the lawn, and disposable gloves are also placed on the exterior wall of the restaurant to facilitate the "poop shoveling owner" to feed or clean up the poop.
Burger King also specially designed an outdoor check-in and photo area, and designed interactive hand-holding signs and pet image atmosphere cards, so that consumers can take photos with their pets in the check-in area.
Image source: Xiaohongshu@Yikou Nana
In addition, Burger King has also launched a series of limited peripherals with online appearance, interesting and practicality, and suitable for everyone, including the summer cool fan of the Smelling Skills of the Winter Skills, Royal Castle and French Fries-shaped pet sounding toys.
// KFC: All pet-friendly facilities, and the cute pets are frequently found around
KFC's first pet-friendly restaurant is located in Darongcheng store in Jing'an, Shanghai. There are pet friendly settings in the exterior area of the restaurant, and there are all kinds of pet huts, pet toys, and pet food basins.
Image source: Magic City SOHO
Store clever ideas also include, in order to facilitate guests who bring pets in the outdoor area to eat, KFC specially set up a meal option to deliver to pet outdoor area in the APP ordering system ; cooperate with NGO institutions to set up a pet adoption information bulletin board in the store for a long time, regularly update pets to be adopted, and find new families for kittens and dogs to be adopted; specifically invites professional veterinarians to the store to share science knowledge on pet maintenance.
Image source: Xiaohongshu@Shumi
KFC has also jointly launched Cat Stick , cat nest, cat scratch bucket and other surrounding areas. , cat scratch bucket jointly sold with the uncarded cat scratch bucket, within 2 hours of its launch, 1,800 limited copies in Shanghai were instantly snatched.
Image source: Xiaohongshu@海
// Tai Er sauerkraut fish: Say the secret code, get cat food, launch the traffic cat image
Capture the "it's economical" Tai Er sauerkraut fish, and launched a cat food delivery activity in 2021: Consumers can just go to the store to say the secret code and get a bag of cat food for free without spending.
Image source: Tai Er Official Weibo
This activity originated from the increasing number of stray cats in the city, and suffered countless hunger, car accidents, etc. Tai Er used this to encourage everyone to pay attention to stray animals, not raise them easily, and not abandon them at will.
In addition, due to its own brand attribute of "selling fish", Tai Er also launched a stray cat image called "He Yingjun".
Clothing/Photography
// bosie: A temporary resting point for pets, exclusively for ice cream, selfie machine
Designer brand bosie has created the brand's first 2000㎡ super experience store, and the store provides a temporary resting point for pedestrians and pets on the street facade. A row of internet celebrity pet boxes are placed at the entrance of
. The "Cosmic Animal Observation Warehouse" can be used to push the pet boxes to browse the store. There is a coffee ice cream hall jointly created by Bosie and Pree on the first floor. Pet owners can get a free copy of "Cute Claw Planet Ice Cream" for pets when they consume any ice cream.
Image source: Xiaohongshu@Yikou Nana
In addition, there is also a Time Machine selfie machine in the store, allowing consumers to take photos with their pets.
Image source: Xiaohongshu@SoberRiley
// WASSUP HOUSE: Pet rest space, allowing owners to go shopping with peace of mind
The new store opened by the national trend brand WASSUP is located in O2PARK Maker Park, Haizhu District, Guangzhou. The store has an outdoor leisure area and the store is also equipped with many pet-friendly facilities. When the owners go shopping, cute pets have a comfortable rest space.
In addition, there is a "outdoor beach" set up. The entire space is arranged as a small island by the sea in the sunset, accompanied by the sound of waves and the sound of birds from time to time, making the atmosphere full of atmosphere.
Image source: Xiaohongshu@Basil Light Year
// WARMTREES: "Special" afternoon tea for cute pets, pet limited peripherals
trendy brand buyer store WARMTREES launched the "Pet Friendly Plan" to create a more friendly and inclusive field for pet owners who consume in the store.
stores provide free drinking water for pets in the store, so that pets can enjoy afternoon tea together; it has launched a "pet-friendly peripheral" limited peripheral - pet folding bowl and pet picking bag.
Image source: Xiaohongshu@WARMTREES
// hippocampus: A special pet exclusive cloakroom is launched, and the fun pet items
hippocampus Shanghai Ruihong Tiandi Sun Palace store is set up. The store has interactive space specially designed for cute pets. Consumers can bring their own pets to take cute pet avatars, cute pet professional photos, cute pet single photos, pet portrait photos, and pet cover photos, etc. There is also a pet exclusive cloakroom, including pet hats, sunglasses, hairpins, bibs, suits, skirts, etc. Consumers can play with their pets in a variety of styles.
In addition, there are various interesting products in the store, such as claw bottles, claw cups, cute pet working brands, etc.; limited exclusive products developed for pets, including pet calendars, photo albums, photo frames, posters, and trendy accessories.
The birth of various "pet friendly" theme stores has brought new ideas to innovation in business scenarios. The people-friendly and healing atmosphere created by these stores enhances the emotional connection between the brand and customers and makes the brand more warm. If you enter the shopping center, it can also improve the public space function of the project and play a good role in draining traffic.
As pet consumption continues to upgrade, the "pet-friendly" third space will become more and more popular, which can allow pet owners to experience more rich experiences with their furry children and share good times. Although there is still a long way to go before widespread popularization, we also look forward to more players entering the market and bringing more creative ideas to the industry.
article comes from Yingshang Cloud Think Tank, author Xiaoshi Team
Yingshang Cloud Think Tank .
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