1. Trends yn 'e húsdieryndustry: Market yntrikse romte en statistyske gegevens
Neffens wrâldwide merkupten, wurdt de wrâldwiid en soarchsume en soarchsume-admerken yn 2022 yn 202 $, en wurdt ferwachte om te groeien (CAGR) fan 6,1% Momentum, en berikke fan $ 350 miljard.
Under har binne de Noardamerikaanske en West-Jeropeeske merken relatyf mature, en d'r is noch in soad romte foar groei. Opkommende merken kinne it spultsje ynfiere fan it perspektyf fanút de ynset fan nije produktûntwikkeling en nije kanaal.
· In oersicht fan pet e-commerce Market
Yn ferliking mei offline-retail, wêr't oankeapen relatyf groeid hawwe, hawwe online húsdierkoersliening sûnt 2013 hast quadrupled.
Doe't it rife fan 'e húsdier giet oerein, sil de doelmerk foar de heule sektor útwreidzje, nije penetratie-punten meitsje. Pet-iten en húsdieren binne in potensjele e-commerce CPG (Fast-bewegende konsuminte guod) Kategory foar ferkeapers dy't graach yn nije merken brekke.
- Kanalen hawwe brede groeipotensjele en op it stuit akkount foar 13% fan 'e oermjittige ferkeap foar húsdieren:
· Pet-leveringen konsumint portretten en foarkar
Hjoed hawwe Millennials oerbrutsen poppe-boomers om de haadmacht te wurden yn konsumpsje fan húsdieren. As jo merkdiel wolle, moatte jo leare om de herten fan milennials te fangen.
The online purchasing power of millennials is strong. According to eMarketer, millennials spend almost twice as much time on social media as baby boomers: 90.4% of millennials are active social media users, compared to 48.2% of baby boomers. Pet products have unique advantages in content marketing, which can seize the nature of consumers’ “social Internet addiction” and seize the competitive advantage of channels.
In addition, the main factors that promote consumers to switch to online consumption are: product price, convenience and personalized service.
The integration of online and offline channels, the realization of dual-channel retail, faster delivery, better cost control and home delivery are the shopping expectations of consumers and the call of the times.
In terms of sub-category markets, each industry has different trends and value propositions. The following three sub-segments will be explained in pet food, pet care and other pet supplies.
· Market data of sub-categories
(1) Pet food
With global sales of $91.1 billion, pet food is the largest segment of the overall pet supplies market:
Taking the U.S. market as an example, its market size in 2020 is $30.9 million, with most of the revenue coming from the food segment, which also includes snacks and supplements.
Growing retail penetration across various channels has contributed to the growth of the pet food market. Among them, high-quality pet food is the potential development direction, and natural and organic food tends to have higher prices and greater profit margins.
(2) Pet care and services
The pet services market includes grooming, boarding, training and care and is the fastest growing product segment within the pet supplies industry over the past five years.
The rising demand for pet care and other special services by pet owners who view pets as family members, coupled with rising per capita income and increasing number of pet adoptions, has driven up the price level of the overall pet care service industry.
The veterinary care industry has grown due to the increase in the number of pet owners year after year, while changes such as rising household income and the easing of the epidemic have also affected people’s travel frequency, driving a surge in demand for pet boarding services.
Regardless of distribution channel, quality care is the core element of brand gain.
(3) Other pet supplies
Other pet products include pet clothing, food bowls, collars, etc. Although the overall market growth is relatively slow, the development prospects are bright. According to the data in 2019, the revenue of this sub-category accounted for 40.6% of the total industry revenue, and the performance of the US market was particularly outstanding. , sales of about 4.54 billion US dollars.
The trend of raising pets like “parenting” has ushered in a booming market for pet accessories, and fashion and versatility will be the key keywords driving the development of the industry.
Divided by sales channels, about 17% of people purchased pet products online in 2017, a year-on-year increase of 13%. The sales of offline supermarkets are also facing fierce competition.
For e-commerce sellers, differentiation and product innovation are the focus for brands to gain a firm foothold and promote the diversification of product price competition, and niche products can attract more market attention.
· Big name chain retail vs digital online brand
Two retailers, PetSmart and Petco, dominate the pet supplies market with a combined market share of 40%. According to the Pet Industry 2019 Top 25 Retailers list, PetSmart added a net 48 stores (over 100 in 2017) and Petco added a net 10 stores (39 in 2017).
IBIS’ World Industry Report states: “Kompetysje fan supermerken, massa-merken en online retailing tanimmend, wylst tradisjonele bakstiennen sels harsels as pioniers en pioniers en pionier en pionier of pionsjeren yn hege kwaliteit hawwe. Iensume leveransier. " Underwilens binne homegrown petmerken yn 'e digitale leeftyd steane stadichoan mear merkdiel.
· Amazon
Sellers fan Amazon, Sellers hawwe 35% fan 'e online merkdiel fan' e online merk, en pet-opstart, en PET-start kinne konkurrearje foar it oerbleaune iten yn 'e kom.
Wylst de grutte fan Amazon en merkferliening is, lit it ek sjen dat d'r ek is om te sizzen dat d'r is om te sizzen foar it ferkeapjen fan húsdier dat peten har produkten moatte digitearje as se moatte ferdjipje as se mear merkdieden hawwe. Online ferkeapkanalen lizze.
Twad, de petyndustry e-commerce Marketing Growth Strategy
De groei fan petmerken is basearre op fjouwer metriken: besikers, konverzje tariven, klant libbenwearde, en fariabele kosten. De formule fan 'e e-Commerce-groei gearstald út dizze fjouwer yndikatoaren is it basis-ramt foar merken om in suksesfolle digitale marketingstrategy te formulearjen.
· CAALYSANN
Oprjochte yn maart 2019, kroan & Paw is in oanpast merk fan leuke húsdierferfiering dy't petfoto's brûkt om renêssânse-styl-portretten te meitsjen. Tsjin desimber fan datselde jier hie it merk in 10-FOLD-ferheging fan ferkeap berikt yn ferkeap en waard globaal frijlitten.
