On the one hand, a video member with dozens of dollars has to rely on making orders with people, and on the other, spending money for pets is absolutely not hesitating. Nowadays, people's financial and emotional investment in pet raising is often no less than raising a baby.
In the "Double Eleven" event that just ended this year, data shows that the sales of pet food and supplies on Taobao and Tmall have increased by more than 100%, and the growth of pet intelligent supplies has exceeded people's imagination, such as : Sales of automatic feeders, automatic litter boxes and other supplies increased by 1,000%. Z2z
On JD.com, on the first day of Double Eleven, the pet category became one of the TOP5 categories in terms of transaction volume growth, a year-on-year increase of over 3.5 times. It is reported that the sales in the first 40 minutes have exceeded the turnover of the whole day last year. Among them, the transaction volume of dry cat food increased by 500% year-on-year; the transaction volume of imported food increased by more than 700% year-on-year; the transaction volume of medical care increased nearly 5 times year-on-year; the transaction volume of smart water dispensers also increased about 10 times. In addition, aquarium fish tanks have also increased by 800%.
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The "double investment" of money and affection
"Anyway, our cats eat imported food, and living conditions are better than mine..." Mentioning her pets, Miss Wu said, "These two cats at home, I have been raising cats for more than 4 years.” Miss Wu’s cats have been raised since childhood. In the past 4 years, except for the first and second half of the year, she used the opportunity of an e-commerce promotion to hoard thousands of yuan of items. The expenses are around 500 yuan.
"Daily cat food, cat litter, and cat toys must not be less. I usually eat high-quality canned food with different flavors." She said that there are many cat owners, and everyone will often discuss whether the nutritional indicators of cat food are excellent or not. , Is an important factor affecting the health of pets. Because of the increasing knowledge of similar popular science, she also subscribed to several cat food self-media accounts, and there are many users.
Ms. Wu said that raising a cat is most afraid of getting sick. Not long ago, a big cat at home was suspected of catching a cold and had a runny nose. He went to the pet hospital for filming and injection. It took more than 900 on the first day. After that, he was treated for two consecutive weeks, every day More than 100. For her, cats are not only pets, but like family members.
Mr. Xie has just "entered into the pit" for two weeks, and a new guest, a parrot, came to the house. Although it is not long, it has already spent more than 1,000 yuan. The parrot in Mr. Xie’s family is about 10 cm long and has more than 20 cm wings. "Although it hasn't been a long time to raise the parrot, it feels like the parrot is very clingy. You can fly to your hands and shoulders by calling its name..."
Although Mr. Xie is still a novice, he has learned a lot from his colleagues. In the experience of parrots, it is necessary to cut wings to prevent the parrot from flying too high; feed millet and clean the cage frequently; train regularly to enhance the relationship with the parrot. In order to keep the cage clean and tidy, Mr. Xie also bought diapers for the parrots. “This is a fine job. You must be very careful every time you suit...”
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23zknowledge payment, online consultation, hidden university questions
Anyone who has raised pets knows that compared to daily raising, once the pet gets sick, the medical expenses will be the bulk. The increase in the number of pets and the lack of knowledge in this field by pet owners have led to the rapid development of the pet medical industry. Software websites for pet medical services have also sprung up. Ruqian, graduated from the Academy of Sciences, was a civil servant of the local animal health supervision office, founded a pet hospital, and is now a pet medical consulting service expert with 45,000 fans.
Speaking of knowledge payment and online consultation, Ru Qian told reporters that in 2005, it was still in the era of dial-up Internet access. She chose a path that was still fresh at the time-BBS forums were the most trendy thing. "I learned from everyone at that time and posted a post on the Internet:'I am doing an internship at the (pet hospital). You can ask me questions about pets.' What I didn't expect is that someone will ask me questions." And this The post opened the door to a new world for Ruqian. Gradually, Ruqian realized that she was very serious, and there were fewer people to consult. "Originally, Tianya had a lot of friends asking for doctors, and they couldn't be too busy every day; starting in 2012, it was obviously less and less, and in the end no one even asked.
She took two countermeasures: On the one hand, she found a new platform-Zhihu. On the other hand, she began to pay attention to private domain traffic and try to keep herself in the client WeChat address book. But this problem is only half solved: there are more people consulting, but it is obviously too busy. At that time, she had returned to her hometown to work in the Animal Health Inspection Office. The nature of the work of the cadre echelon makes it difficult for her to load too much consultation content. So she decided to start charging. "Actually, I was embarrassed to charge at the beginning, but the volume grew too large, and I didn't have the energy to cover so many problems." Later facts proved that her decision was correct. "I found that charging has improved. The efficiency of communication has improved, and the quality of communication users has also improved. People who are willing to pay for pet consultations are mostly excellent pet owners. He will respect your knowledge and time, and accept them. Your suggestions are very pleasant to communicate." In her eyes, life is just right now. Fighting for small animals is a career that I like; solving the pet's problem while making friends is what I like. "This is just right, it won't be tired, and there is a workload." In the matter of consulting, she has made her name a well-known brand.
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Pet foster care, substitute companionship, help pet owners solve problems
Many pet owners have had this sigh: "Since the little guy came in, the whole family has never been able to travel together anymore." Because they are not assured that pets are alone. At home, there is always one person left at home. At the foot of Nanshan, a "one-way" pet hotel opened by a local helped many pet owners solve this problem.
There are 8 small "guest rooms" on the side of a courtyard of more than 200 square meters. Each "guest room" is a bright glass door with a large window. There is a stainless steel "dining table" and a "big bed" in the room. "It opened in September last year. Most of the people staying in this city are pet cats and dogs, and there are more large dogs. Most of the owners go out to travel and put them in my boarding place." Pet hotel owners are affectionately called " "Mother Dog", she told reporters: "Every day except during breaks, the dogs can play in the yard. There are probes in every room, and the owner can see his pet's living conditions when he goes out to relieve his feelings of missing. Foster care costs It depends on the size of the pets. They are 40-70/day.” Before the Spring Festival this year, two pet owners were stranded in the field because of the epidemic. The dogs were raised here for several months. “When they came back to pick them up, the dogs almost I refuse to leave, and now I often bring them to play."
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cute pet breeding, with rapid development and diversification
Some scholars pointed out that the pet industry has experienced more than 100 years of development in developed countries, forming pet supplies, pet food, An industry system composed of products and services such as pet breeding, pet medical treatment, pet training, and pet insurance. In developed countries, the pet industry has become an important part of the national economy.
my country's pet industry has developed relatively late, but with the development of my country's population structure and economy, my country's population ageing has intensified, and the only child generation has gradually become the main consumer. The gradual increase in the number of elderly people in our country and the new generation of young people are more advocating the free life of living alone, and the need for companionship of pets has increased, and the role of pets has gradually changed from "care home" to "emotional companionship. In terms of pet consumption level, the annual consumption of a single pet per capita in my country in 2019 is about 5,561 yuan, which is an increase of about 10.9% compared to 5,016 yuan in 2018. Although cats and dogs still dominate the pet category, the proportion of pet owners in aquariums, reptiles, rodents, and other categories is also increasing, and people have more diverse pet selection and preferences. Z2z
Today, the number of pet owners is accelerating and the pet economy continues to grow. The popularity of "pet issues" is the result of individuals' high self-involvement and psychological projection. In short, when humans become accustomed to mapping their self-needs to pets, pet keeping has entered an era of refinement. (Photo: Wei Wei hike)
This article was published in the "Feature" edition of Zhenjiang Daily and Zhenjiang Weekly on November 20, 2020.
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