With the continuous improvement of people’s living standards, driven by the emotional consumption generated by pet raising, the scale of China’s pet industry continues to increase, and the consumption upgrading trend is obvious. In order to provide pet owners with higher quality products, more considerate services and the most appropriate consumption suggestions, Jingdong pet, together with Jingdong consumption and Industrial Development Research Institute, conducted an in-depth and comprehensive inventory of the pet industry in 2021, and released six sub development trends under the general trend of fine pet raising, healthy pet raising and intelligent pet raising, They are: pet food refinement, online medical treatment, intelligent equipment, pet care refinement, service diversification and pet diversification.
Driven by the new consumption trend, JD pet not only provides richer and diversified products, but also upgrades the “reassuring pet care” service many times around new needs and new scenes, formulates the standard for promoting the quality of PET staple food, and launches JD health pet hospital and pet medical insurance card to show consumers the sincerity of “visiting JD when reassuring pet care”.
trend 1: pet grain refinement
As pet breeders pay more and more attention to the dietary health of pets, the choice of staple food is becoming more diversified and refined. More pet owners began to pay attention to the multiple functions of staple food, such as strengthening immunity, gastrointestinal conditioning, calcium supplement, skin care and hair beauty. Natural, organic and imported high-end food were favored. It is worth noting that consumers’ preference for domestic brands is higher than that of imported brands, and domestic brands are rising strongly. Driven by the demand for high-quality staple food, Jingdong pet launched the “Jingdong platform full price pet food promotion standard” higher than international and American standards in 2021. Through this promotion standard, more high-quality pet staple food is selected for pet owners to make pets eat at ease.
To ensure the nutritional balance of pets, we should start with the nutritional ratio of pet food. For this kind of products, JD pet recommends pat Noel’s full price staple food freeze-dried raw bone and meat to pet owners. It adopts an 8:1:1 freeze-dried formula ratio of raw bone and meat, which makes the nutrition meet the standard and more meet the needs of China’s feeding environment. Moreover, the amount of cat feces with raw bone and meat freeze-dried as the staple food is significantly reduced and the feces smell is small. Mcfudi pet cat snack perfect freeze-drying bucket and wowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowo. The perfect freeze-drying bucket of mcfudi pet cat snacks can be described as a sea and land feast for cats. Nine natural ingredients in the world are selected, and the – 36 degree freeze-drying and fresh locking process makes cats really eat meat, crisp and nutritious, and meet their pet’s picky taste. Freeze drying can be mixed with staple food or rehydrated for feeding, so as to ensure sufficient water intake for cats. Wowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowowo.
Fine pet care promotes the high-frequency purchase of pet snacks. In terms of nutritional ingredients, there are many kinds of meat, and the highest mentioned is chicken; Pet breeders are more concerned about the packaging specifications and moderate weight of snacks. Among the snack products, Jingdong pet recommends Mai Fudi to become a general sandwich freeze-dried snack for kittens. On the basis of meeting the basic meat needs, the product is favored by more and more pet lovers with better and rich taste and convenient and comfortable feeding experience.
The popularity of functional staple food further gave birth to the emergence of products with more subdivided scenes. Jingdong pet recommends the classic chicken flavor of vegetarian high protein cat food series. It adds three kinds of active probiotics to ensure the intestinal health of pets. For pets prone to allergies, Jingdong pet has prepared oenberg imported cat food from Canada. Young cats and adult cats bake cat food with chicken meat flavor without adding any grain. It has a higher protein content and is conducive to the health of cats.
trend 2: Medical Online
In the past two years, pet breeders have paid more and more attention to health and hygiene, which is reflected in the high growth of consumption of health care and pet medical products. For example, the fleen pet insect repellent dog recommended by JD pet uses the in vivo and in vitro insect repellent package for half a year, which just meets the current pet insect repellent needs, and can quickly drive and kill fleas and ticks, as well as flea eggs and young fleas. Big pet 2% love year-round insect repellent gift box can also protect cats from parasites. At the same time, pet calcium supplement has been paid more and more attention. Weishi calcium milk tablet has become the first choice of the category. It contains dual calcium promoting factors, which can go deep into the bone marrow to supplement calcium energy. In addition, it is urgent to solve the pet anti-inflammatory and cold problems. JD pet recommends Hanwei pet smoby new pet amoxicillin clavulanate potassium tablets. It is the first officially approved compound oral antibiotic product for pets in China and a new veterinary drug approved by the Ministry of agriculture. The combination of amoxicillin and clavulanic acid has a wide antibacterial spectrum and less drug resistance. In addition, it has good palatability, which is convenient for the owner to feed medicine independently.
At present, the trend of online medical treatment is obvious. Pet breeders are willing to solve most pet health problems in life through simple and convenient online consultation. Jingdong pet launched Jingdong health pet hospital this year to provide 7×24 hours of online health consulting services. Pet breeders can not only obtain the whole process health management services such as consultation, health guidance and prescription purchase. At the same time, you can also learn and improve through the popular science section of pampering knowledge. Jingdong pet also launched pet medical insurance card, which has the characteristics of full disease compensation and 80% high compensation ratio, so as to help pet breeders reduce the economic burden of pet rearing.
trend 3: intelligent equipment
With the progress of science and technology, intelligent pet raising has entered thousands of households, bringing a convenient, safe and rich experience full of intelligent black technology to the pet raising family. Take the pet feeding scenario as an example. Even if the owner is not at home, you can design a remote feeding plan through the homan real intelligent automatic feeder. In the scene of pet drinking water, how to ensure safer and quieter drinking water, Xiaopei pet intelligent new generation ceramic water dispenser and Midea pet cat water dispenser have given intelligent solutions. Xiaopei pet intelligent new generation ceramic water dispenser is a ceramic body, safe and non-conductive. At the same time, the filter element filter material increment is 150%, strong filtration and healthier water quality. Midea intelligent pet water dispenser adopts Midea’s own patented edible filter element, with an effective filtration time of up to 30 days. Moreover, the drainage waterway design of the product can create a sleep level mute not higher than 30dB.
trend 4: pet refinement
Generation Y pet owners are currently the main group of online pet consumption. Influenced by the consumption upgrading and the life concept of “beauty is justice”, the pet breeders in age y pay more attention to the functionality and beauty of products, and improve the sense of quality in all aspects of pet life. In the purchase of pet products, daily use and beauty washing belong to high-frequency consumption. Take the houman 39 degree barn pet drying box recommended by JD pet as an example. During the pet drying process, comfort, interaction, rubbing hair and accelerating drying can be carried out to make the wet pet look new. Product appearance has increasingly become the “bottom line” of purchase. Xiaopei intelligent fully automatic Cat Toilet cat Max sand basin has been recognized by more and more consumers with its simple and generous design.
trend 5: service diversification
Consumers have a significant demand for quality and personalized services, covering the whole process of pre-sales, in-sales and after-sales. The main service contents that affect consumers’ purchase decisions include pet preference, product safety and convenience of return. To this end, JD pet’s “reassuring pet care” service has been comprehensively upgraded to provide high-quality services of “returning if you don’t like to eat, returning if you don’t like to wear and returning if you don’t like to play”. JD still supports return and refund even when the goods have been opened after arrival.
trend 6: pet diversification
In addition to mainstream pets such as cats and dogs, more and more users begin to choose different pets such as aquarium to accompany them. The diversification of pet varieties promotes the diversification of pet products. Aquarium products are mainly fish food, fish tanks and cleaning tools, and the proportion of online purchase is higher. Smart fish tank products are becoming popular. Taking the drawing geometry Mini goldfish tank aquarium recommended by Jingdong pets as an example, it adopts the unique concept of “farming symbiosis” and 5V safe low-voltage power supply. It can also realize automatic cleaning. App can remotely control lights, water pumps and feeders, so as to liberate the pet’s hands to the greatest extent and make fish farming easier.
In fact, the above six trends are the concrete embodiment of consumption upgrading in the pet market, which is deeply affecting all aspects of pet raising life. There will be more segmentation scenes and demands in the future. From pet health to pet health management, from pet pre-sales service to one-stop pet loving life, JD pets is going all out to create a one-stop platform for pet care in the whole scene and life cycle, so as to give pets more intimate care. In the coming year, Jingdong pets will continue to start from demand and take quality as the cornerstone to constantly create value for pet breeders.
(caijing.com)
