In this year’s “Double 11″ in China, data from JD.com, Tmall, Vipshop and other platforms show that the sales of pet products have exploded, confirming the strong rise of “other economy”.
Several analysts told reporters from Securities Daily that with the refinement and scientific way of pet raising by consumers, China’s pet industry has reached the match point of 100 billion blue Ocean market. The current market pattern is changing rapidly and is in a period of rapid development, and domestic leading brands are expected to stand out.
There will be more than 100 million pet families in China by 2022
On the morning of Nov 13, Li Jia, a Shenzhen resident, received a smart litter box for the “Double 11″ shopping spree. She shared her “Double 11″ waiting list with the Securities Daily reporter: cat food, cans, cat litter, cat climbing rack and so on occupy more than half. “After I got the cat, I realized that there were so many complementary products, including fish oil and catgrass,” she said.
According to the data of JD.com, after the “Peak 28 hours” was opened at 8 PM on November 10 this year, the first 10 minutes of pet freeze-dried food new domestic brands have been growing continuously, with a year-on-year growth of more than 5 times, and the transaction volume of pet medicine brand Puante flagship store increased more than 6 times. According to the battle report of the “Double 11″ opening stage of JD pets from 20:00 on October 31, the transaction volume of JD pets in the first 4 hours broke the 28-hour record in the same period. According to data released by Vipshop on November 12, sales of pet staple food increased by 94% year on year, sales of pet immunization products increased by 115% year on year, and sales of pet deworming and pet medical care increased by more than 80% year on year. Tmall Battle Report calls the pet category the “new Four King Kong” together with the fashion play, sports and outdoor, and jewelry category, corresponding to the “old four King Kong” beauty, fast-moving consumer goods, consumer electronics, and clothing.
“It can be clearly observed that changes in consumers’ lifestyles and consumption habits have led the rapid growth of the new consumption track,” said Blowing Xue, president of Taobao’s Tmall industry development and operation center.
The popularity of the “pet economy” can also be seen in the new changes in e-commerce platforms. Jd.com launched a new “service butler” product on Nov 11, with pet raising service butler being the first to be launched. The product covers pet feeding, training, daily interaction, disease and prevention, grooming and cleaning, outdoor sports, foster care, etc.
According to JD.com’s White Paper on China’s pet Industry Trends in 2022, the number of pet raising families in China reached 91.47 million in 2021 and is expected to exceed 100 million this year. Crowley’s report shows that among urban pet owners, those born after 1990 and 1995 are growing fastest, accounting for 46 percent in 2021.
At present, the penetration rate of pets in Chinese households is about 20%, while it is as high as 68%, 62%, 45% and 38% in America, Australia, Britain and Japan, respectively. “Compared with the pet market in developed countries, the number of pets per capita in China is still relatively small, so there is a lot of room for development in the future,” Bao Yuezhong, a special researcher at the E-commerce Research Center of Wangjing and chairman of Baum Enterprise Management Consulting, told Securities Daily. With China’s economic development and consumption upgrading, the pet market will continue to grow rapidly.”
Pet track domestic brand development accelerated
These furry creatures are also veritable gold eaters. According to a report by IMedia Research, the scale of China’s pet economy increased by nearly two times from 2017 to 2021, reaching the 400 billion yuan mark. It is expected to reach 493.6 billion yuan in 2022, up 25.2 percent year on year, and to rise to 811.4 billion yuan in 2025.
The pet industry supply chain is divided into upper, middle and lower reaches. Upstream for pet breeding and sales market, this link is lack of large operating institutions. In the middle are all kinds of pet products, including pet food, pet snacks, pet supplies and pet toys. Downstream for pet services, involving pet medical care, pet beauty, pet insurance, etc.
According to data released by the Pet Industry Branch of the China Animal Husbandry Association, the food industry accounts for 51.5 percent of the pet market, the medical industry for 29.2 percent, and the service industry, including pet foster care and pet grooming, for 12.8 percent.
At present, there are A number of pet concept listed companies in A-shares, including Pettie, Sinopet and Luz of pet food circuit, and Yuanfei Pet of pet supplies circuit, etc. All the above-mentioned companies achieved net profit growth in the first three quarters of 2022.
Meanwhile, a batch of ipos are on the way. Among the companies that have passed the meeting are Tianyuan Pet and Guaibao Pet, among which Tianyuan Pet disclosed the results of its initial public offering and the chinEXT lottery on Nov 11. In addition, Fubei pets sprint to the main board of the Shanghai Stock Exchange, is still in the process of listing; Shuaike Pets completed its 500 million yuan Pre-IPO round of financing in May this year, and completed its share reform in August, entering the substantive stage of preparation for listing.
According to the data, the total financing amount of pet track in 2021 exceeded 3.62 billion yuan, with 57 financing cases. From 2022 to now, a total of 32 domestic pet-related enterprises have received investment, involving pet food, supplies, services, medical treatment and other aspects.
From October 2019 to October 2022, a total of 15 investment and financing incidents occurred in the domestic pet e-commerce sector, with a total financing of more than 1.39 billion yuan, according to the monitoring data of Dianzubao, a subsidiary of the Internet Economic and Social Network.
Meng Xin, an analyst at Guosheng Securities, said: “Compared with mature overseas markets, the opportunities for China’s pet industry lie in the high and sustainable growth of the industry and the wide space for domestic substitution. Overseas giants rely on first-mover advantages to temporarily take the lead. Domestic brands have developed rapidly in recent years, and important market segments such as food and animal health care are expected to rise.”
Liu Lang, president of the Pet Industry Branch of the China Animal Husbandry Association and secretary general of the Beijing Small Animal Diagnosis and Treatment Industry Association, said, “With the rapid development of the pet industry in China, pet topics are becoming more and more a traffic topic in People’s Daily life. But the rapid development is facing new challenges, the main reason is that the pet industry investment is relatively concentrated, which like other domestic industries, may go through a period of pain. When the industry is highly integrated, the country’s pet industry will develop more robustly.”
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Post time: Nov-14-2022