INTRODUCTION TO PET MARKET|Mc&Mamoo
上海猫眼品牌管理
Mc&Mamoo Brand Managent Group Inc.
INTRODUCTION TO PET MARKET
At present, China's pet market scale has reached 202.4 billion RMB, according to market researches.
Some of the subdivisions inside the Chinese pet market count with upstream industries such as pets trading, pet food, pet supplies, etc., while some of the downstream services mainly include pet medical care, pet beauty, pet training, pet insurance, and recently pet funeral/ burial have also emerged. In short, there are unlimited business opportunities in all aspects of pets.
200 BILLION RMB MARKET VALUE
Pet food accounted for the highest proportion of the pet industry, reaching 61.4%.
INTRODUCTION TO PET MARKET
In the early years, most people in China used food leftovers to feed pets, except for Beijing and Shanghai.
But now, the post-90s and post-00s have gradually turned in to most prosperous period for the pet market. Most pet owner and consumers are young people with high knowledge of pet food. In the future, the demand for pet food is expected to continually grow.
Pet food is divided into staple food and snacks. Staple food has always been the focus of pet commodity consumption
INTRODUCTION TO PET MARKET
Pet food export
In 2018, the China’s production of pet dry food was estimated at 1.5 million tons (including aquariums). The highest consumption proportions are related to dogs and cats products, being 46.1% of them dogs related and 30.7% cats related.
The average annual consumption ticket of cats and dogs is 5,000 yuan.
There are about 400 million people living alone in China. Most of the new pet consumers belong to this group.
INTRODUCTION TO PET MARKET
At present, the industry concentration is low, and there is no top brand in the minds of consumers.
Domestic brands account for a small proportion of the whole industry with market minimal market shares. European and American enterprises such as Mars own the largest market shares with about 17% of the Chinese market, ranking first.
INTRODUCTION TO PET MARKET
From the perspective of pet food sales channels, online sales accounted for nearly 50% of all sales, with Taobao accounting for more than 80% and Jingdong accounting for nearly 10%.
The remaining shares belong to some physical stores. The off-line sales accounts for about 35% in pet shops and 10% in supermarkets.
Differently from other countries, China’s pet food sales is mainly online, while the European and American sales channels are mainly offline at supermarkets and pet shops.
MR. SEAN’S PORTFOLIO ON PET MARKET IN CHINA
The NAVARCH Case.
Our team has served several dog food brands in the past years. The NAVARCH brand and products had serious competition in their early stages. Although the concept of dog food in the industry has suffered major changes once, that is, from pet feed to pet food, the concept is still relatively extensive. Dog food is divided into big, medium, and small sized dogs. Which results in different product lines respectively.
For the first time in the Chinese market, our team helped NAVARCH to create a special concept to divide their products based on the animal breed. Different dog breeds should correspond to different dog food: Poodle dogs should eat special dog food for Poodle, Samoye should have exclusive dog food for Samoye. The products differentiation is based on each specifics needs in gene, hair color and nutrition of each breed.
Through the category strategy of each breed special needs, NAVARCH has segmented the high-end market of pet food, and quickly jumped from 20 million yuan to 300 million yuan in annual revenue.
MC&MAMOO PORTFOLIO ON PET MARKET IN CHINA
Our team helped and continues to help the brand “Crazy Dog” to upgrade its brand and associate their name to a "dog chauvinism" super symbol in China.
Combined with consumer demand and the value mining of Crazy Dog, we refined the brand and shaped a "dog chauvinism" around it while redesigning the existing brand logo into a new format. Also assisting on protecting the Intellectual Property with proper registrations. Now the brand not only represents the fashion frontier of pet food and pet consumer goods, but it also meets the new emotional needs of generation Z.
From the thinking of selling goods to the rise of brand awareness, the team has transformed crazy dog into a super brand with rapid growth through ecommerce channels by reshaping the product image and brand core values. Sales volume doubled every year and growth rate reached far higher numbers than same companies operating in the Chinese market. It also achieved a breakthrough from 0 to 600 million followers and is ranked 1st place on Taobao’s pet category for three consecutive years.
THE PURPOSE OF THE QUESTIONNAIRE
1.Understand the consumption habits of pet food of target user groups in Shanghai, Guangzhou and Shenzhen;
2.Distinguish the crowd characteristics of the three cities;
3.Investigate the consumption scene, consumption frequency, motivation to buy pet food, user experience and other factors of different age groups;
4.Obtain the consumption preferences of users with different professional identities and ages;
5.Understand the relationship between the average income of residents in Shanghai, Guangzhou and Shenzhen and their pet consumption expenditure.
CONDUCTED BY
Mc&Mamoo Brand Managent Group Inc.
ADDITIONAL PURPOSES
to understand consumer’s purchase habits and discover advantages and disadvantages of the existing pet food to help pet companies adjust their sales strategies, thus improving the products in the existing market and making pet life more happy
QUESTIONNAIRE DETAILS
QUESTIONNAIRE DETAILS
‣Estimated time required to answer the questionnaire: about 10 minutes.
‣Target sample size: 50 people per city ‣Sample collection form: due to the covid-19, all questionnaires are completed through online questionnaire link.
‣Questions design: we will combine the client needs together with our team's professional experience and pet brand concerns.
‣Survey results and statistics processing: - 7 days to collect all results. - 3 days to process and analyze the results.
CONFIDENTIALITY
all users participating in the questionnaire, their age, occupation, income and other information will be strictly confidential to the study purposes only.
NOTES ON QUESTIONNAIRE
1. Do not influence users, do not guide users. Collect objective answers.
2. Select representative samples.
3. Reward users after questionnaires.
