Author | Zhishui Report | Consumer World
Guide:
"People are bound by interests, friends and family are no exception, and pets are the only existence that doesn't pay for it. Z1z
relatives will not understand, friends It’s possible to ignore you, only it, no matter when, it’s still the same.
Because for it, you are the only village in the world." This passage from a girl in 1998 may represent a lot of generation Z The voice of pets. How important is
pets to them?
is still this young girl. She dared to spend 17,000 to perform surgery on the cat at home when her monthly salary was less than 5,000.
The cat got lost because he didn't pay attention. When no manpower was found, I had to spend a few thousand yuan to hire a cat hunting brigade. Unexpectedly, after finding the cat, it was found that it had fallen from a high altitude and was seriously injured. In addition to the previous surgery, the postoperative repair was also a considerable expense. Friends of
all persuaded her, or don't treat it, but for her, the existence of cats is not just a word for pets. When
was a child, she was forced to leave her parents and go to Taizhou hundreds of miles away because of her household registration. During that time, she raised a golden retriever. It can be said that this dog was her most important emotional sustenance at that time.
remembers that once, she fainted. Although the dog was tied up, she had been scratching her vigorously by the side until she woke up.
The relationship between them is already relatives, not just the relationship between raising and being raised. Although for some reasons, dogs can no longer be raised, but cats are equally important to her.
That's why she lied to her family and borrowed money for treatment, even if it was a debt, she couldn't bear to leave it. Having said that, let's talk about an interesting sharing. In order to prevent her family from discovering the "hair ball",
had undergone an operation. She kept telling her mother that this leg simply fell and there was no major problem.
In order to get better as soon as possible in the follow-up, she always chooses to secretly send it out for treatment when the family is away, and then send it back, so as not to be discovered by her mother. Before
, when she was younger, she would find stray cats and dogs on the road, and she would pick them up, bath them, and feed them.
Everyone in her family talked about her for this, but she still couldn't let go. Without hearing this real case, it is difficult for ordinary people to believe that a person would be so concerned about pets. But combined with the story behind, we may be better able to understand why their feelings for pets are so unusual.
is abandoned because they can't bear the pet, it doesn't matter if they bear a little scolding. Maybe because of the feeling of being abandoned when they were young, they don't want pets to experience it.
This point, perhaps we have to return to the country’s urbanization migration. Because of the different growth environment, Gen Z may feel more lonely. Compared with 80 or 90 people, they have experienced urbanization migration.
From 1978 to 1984, the urbanization rate increased from 17.92% in 1978 to 23.01% in 1984, an average annual increase of 0.85 percentage points. From 1985 to 1991, a large number of new small towns appeared in coastal areas. From 1992 to 2000, the stage of urbanization was fully advanced, with urban construction, small town development and the general establishment of economic development zones as the main driving force.
China's urbanization development curve
From 1992 to 1998, the urbanization rate increased from 27.63% to 30.42%, an average annual increase of 0.42%.
After entering the 1990s, China's urbanization has started from the coast to the inland. It can be seen that many of the Z generations who grew up in this environment faced the migration of their place of residence. From a large family to a family of three in the town, they suddenly changed from a lively village to a single family. If you add that your parents are not at home all year round, they may not be taken care of for more of their growing up.
The Z generation who grew up in this environment can imagine the closeness of pets, and the importance of pets to them need not be said. They treat their pets as relatives, and when their pets are ill, they will not hesitate to go bankrupt and have to treat them for granted.
In addition to these, she occasionally takes her pets to bathe and repairs the pet's hair, which is an expense.
surface scenery, behind the cat fur shovel officer
pet owners are "not soft" in terms of pet maintenance, and the consumption level of a single pet in my country has exceeded 5,000 yuan.
Cat raising is a technical job. You have to consider that you are not on a whim, but intend to be responsible for it for a long time. You have to consider your family and roommates. Do they agree with you to raise a cat? Are they allergic to cat hair? These are issues that need to be considered.
In addition to these hard conditions, cat items are a bottomless pit. The protagonist Nan Nan in the article prepared cat litter, cat litter box, cat litter pad, cat bowl, cat food bucket, drinking fountain, cat climbing frame, cat scratching board, cat toy, and cat blanket.
In terms of food, cat food is essential. Forty or fifty cat food per catty is a big expense for pet owners. A 16-pound bucket of cat food can be sold for 629 yuan, and high-end canned cat food is around 3,400. Of course, this is considered a relatively high-end pet food, but generally medium cat food costs about 500 yuan per month.
For some particular cat breeders, they look down on the so-called cat snacks and nutrient creams, and will choose raw bones or cooked homemade meat.
Precautions for scientific pet raising
This involves the matching, weight, and source of meat, as well as nutrition, calcium powder, fish oil, and vitamins to ensure the nutrition of the pet. For those ready-made cat rice, because the source of the meat cannot be guaranteed, many people look down on it.
After taking good care of your diet, regular replacement of cat litter every two weeks is essential, which is also a cost.
In terms of bathing, except for those very obedient pets who will be slaughtered, many pets seem to be on the guillotine when bathing. They are restless and have to spend money to send them to a special store for bathing. Normal cat care is generally One to two hundred yuan. When
receives the cat, the first time it is medical examination and vaccination, the cost will be thousands. The function of the physical examination is not only to pay attention to the health of the pet, but also to know whether it has congenital genetic diseases through the physical examination, so that it can be properly fed according to the actual situation.
The nutritional supplements that are sold well on Taobao may be supplemented with the purchased products because of the detection of the cat’s congenital problems.
Pet medical treatment, online trending
With the increase in the number of pet households in China, the pet diagnosis and treatment market is also booming. There are more than 10,000 pet hospitals in China, but most of them are small-scale revenue and central city locations.
Although hospitals and clinics take diversified development as their business direction in order to better meet the needs of consumers, nearly 10% of pet owners are still dissatisfied with medical services.
At present, consumer pain points are concentrated on the level of doctors' professional qualifications and price levels. At the same time, the popularity of round-the-clock emergency services is poor in diagnosis and treatment services.
Currently, the main types of pet hospitals operating services are: medical care, merchandise sales, bathing and grooming, pet foster care, etc.
Prices are not transparent, prices are not regulated, prices are not uniform, excessive inspections, and hospital professional qualifications are uneven. It can be seen that the pain points of consumers mainly focus on the transparency of prices and the professionalism of doctors.
Take the "hairball" surgery that runs through the whole text as an example. It took more than 10,000 to perform the operation. I thought I had hired a professional doctor, but the effect of the operation is not guaranteed.
thought it could be done once and for all, but in the follow-up rehabilitation treatment, it was found that the healing of the legs was not as expected. The cat owner’s needs were not met, and professional doctors urgently needed to appear.
At present, pet medical treatment has a trend from offline to online.
Online medical treatment has become a trend
The pet medical service market, which was originally offline as the main scene, has rapidly developed online since the second quarter of 2019.
Compared with the original relying solely on offline pet hospital inquiries and consultations, pet owners have gradually tried online medical services, and the number of searches and consumption of online medical services has increased.
When pets are unwell and need for consultation, pet owners now have the willingness to seek consultation online. Online consultations provide timely and convenient services and are the key consumption of the pet medical service consumer industry. At the same time, offline services such as pet vaccines, physical examinations, and sterilization are also moving towards an O2O model. What's interesting about
is that the family who don't agree with the cat at first will surrender because of the cuteness of the cat and say something really fragrant.
It’s hard for cat owners to raise cats, but every day they come home and see catsCome to greet you. After getting up in the morning and seeing the cat lying next to you, that kind of happiness may be the reason why every cat owner stubbornly raises a cat.
Young people, mainly Generation Z, rely on pets, like pets, and are willing to spend money for pets. As their own economy is getting better and better than their predecessors, their love for pets is not compromised.
In fact, they just want to find good products for dogs and doctors who are professional for dogs, so that they can worry about themselves. And under this blue ocean, some non-compliant businesses are destined to flood.
However, as pets are becoming more and more popular, the improvement of product quality and the upgrade of services are the ultimate direction for brands to enter the game.
Generation Z and white-collar adult pet care and consumption main force
From a trend point of view, the enthusiasm for pets is the beginning of the Z generation gradually entering the society in recent years, and assuming a social role.
The lifespan of general pets can reach more than 10 years. It can be said that this is still a fast-developing track. In the future development of
, more people will definitely join the pet-raising army, and the consumption of pet tracks will be immeasurable.
dividing line
attached: attached with 2020 pet medical consumption insight report
