Image source @visions China
Wenzi Zincularization, author 丨 黎文婕, editor 丨 炫 岐
You may be difficult to imagine, the urine pads and physiological pants required for the kitten puppy can now achieve a rich mine-recently, the main production and export of pet hygiene products is officially listed on the Shenzhen Exchange.
This undoubtedly proves the huge potential of the pet economy.
Surrounded by “the mains” and drink, every ring seems to hide the business opportunity, even enough to support a hundred billion-level market. At the moment, “6.18” is pulled up, even the e-commerce giant Jingdong and Tmall can’t help but enter, launch a self-owned pet type.
However, when most of the company’s eyes are also focused on the categories such as pet food, the demand for pet nursing care products such as pet urine pads, physiological pants and wipes is also rising.
This major market, accompanied the iteration of the pet habits, quietly became the “Potential stock” in the pet economy …
“Dog Lord” physiological pants and urine pads, paying out listed companies
It is even more difficult to raise a pants. The annual shopping festival, whether it is “6.11” or “Double Eleven”, the most in Huangyan shopping cart, is the petty pants of various brands.
“The selected standard is accumulated with the experience of the thunder, one is not easy, and the size is suitable, especially for the fight against the tail, the usual need to stay through the tail card. Physiological pants are easy, so they have to choose a strap; the other is that the fabric should be soft and breathable, otherwise easy to inflammation; the three is that the hole left to the dog pull, it is not easy to displace it, otherwise it is easy … ” Before this is a biscuit, Huangyan, who has never thought about himself, will be so understanding of physiological pants.
Compared to Huangyan, a public grace dog’s money seems to be relaxed, but every shopping festival, she also has her own pet care supplies – pet urinary pads and wipes.
In fact, all friends who have walked into the family have been inevitably scared by the full urine pads in the lockers, often have a friend’s use of these urine pads, “misunderstanding is preparing for the child “But in fact, these urine pads are just the necessities of the dog master Money.
If you have been a little about the dog, you may know that the puppy is one of the necessary products. After all, most of the puppy kittens is not born, it will be small, or use cat sand. A part of the pet dog, until adulthood, you need to continue using the urine pad, which includes MONEY.
“Because I usually go to work, I have to walk the dog at night. I don’t want him to urinate during the day, so I have been given him a diaper, which is convenient for him to urinate during the day. Two M yards, sooner or later. “
Like “95” money, “players” pamped a family, which is the main force in the raising army, and their life is fast, and the work pressure is large, but more need to accompany the pet, so it often needs During the pet and work, do a good balance, you can’t pay many times in time and choose to shop with the urine pad, which is actually a microcosm.
In addition to the urinary pad, each time I go home, use a sanitary wipes to wipe the dog with sanitary wipes, and become a fixed process. “Maybe I will not pay attention to these, but now young people will basically want to guarantee the cleaning of pets, whether the urine pad or wipes are also more inclined to buy pets special.” Money blossoms.
Indeed, Huangyan and money blossoming this group of young “shovel officials”, is changing the concept and way of nursing pets, just provide basic drinking, no longer mainstream. The relationship between “Huang Yan” and pets, no longer staying in feeding, but accompanying even “childhood”, hoping to provide more comfortable and superior life, as much as possible, all needs of their physiology and psychology.
Simply, they must not only make their pets to eat, but also let them live well. So, eat drinking Laza and physiology, each link must not be neglected.
This is not difficult to imagine that the demand for pet care products is getting bigger and bigger, even enough to promote listed companies – May 18th, from 2003, Yiyi shares (SZ001206) in Shenzhen Officially listed. Its prospectus showed that the company’s 2019 pet urine pad sales totaled 2.124 million pieces, and the pet diaper was sold 7822,200 pieces. The pet urine pads contributed sales in 2019 to 866 million yuan, accounting for 84.31% of the same period.
And before this, Ji Pai Technology established in 2006 was also available on October 26, 2015.
In addition, the reliable care of the impact A shares also rely on the pet care products to have achieved performance. In 2017 to 2019, the pet diaper sales were 23.34 million yuan, 29.991 million yuan, 40.25 million yuan.
Low threshold, market chaos, gross profit margin is higher than adult diapers
Although the market is large, it is difficult to choose. This is not just what Huang Yan selects the trouble when physiological pants. Whether it is the urine pad or wipes, it is also difficult to screen.
“The primary consideration of the urine pad is the instiring and locking ability. I bought some urine pads, and the dog was seep. After all, the taste of the cat dog was very heavy. Then the package is packaged. There is no easy tear, convenient to take out. Finally, it will also compare the color and packaging. “Money blossom told zinc scales. At the beginning, she didn’t buy the sales volume directly in the e-commerce platform. The price is also Very cheap, now she will go more to see the evaluation.
Zincians found that the background of pet care products on the market is mainly divided into three categories: First, the health supplies manufacturers, including Yiyi shares, and they sell products to domestic and foreign brand operators, and they will also have their own brands. The product is sold for the market; the second is some operators with strong marketing ability, such as “crazy puppies”, “Huayuan pet” and “Pidan”, etc., most of them are not self-built, relying on supply chain procurement OEM products Third category is a small-scale duty-style pet supplier producer.
Among them, the head of the health supplier manufacturer has the largest market. Take the urine pad as an example, currently selling the best “good life” in Jingdong, and a high comment rate on the social platform, the company is the wholly-owned subsidiary of Wuhu Jiji Nursing Products. The urine pad of crazy puppies and Chinese dollar pets is also produced by the production of health supplies manufacturers.
In addition, there is a part of the market to divide from small-scale square manufacturers, no brand advantage, they have a low price to compete for the market, causing the products on the market to be more good and the price is different.
Take the S code ordinary blue urine pad as an example, the price span of different brands on the e-commerce platform can be from 15.8 yuan / 100 to 59.9 yuan / 80 pieces, and the price is lower in the wholesale platform, and even sold by pounds. The price is 19.9 yuan / 6 pounds. The printed urine pad or bamboo charcoal pad is generally higher, and there is even a so-called “smell black technology” urine pad and other new urinary pads.
The zinc scales have been found that all kinds of urine pads are mainly used as the primary publicity point, and the corresponding differences are the differences in materials and thicknesses.
Pet care products price difference
The price of physiological pants is also large, and the S code is as an example, the price span from 0.6 yuan / piece to 3 yuan / piece, the difference is the material and style. The same “hippie dog” physiological pants, XXS code is priced at the e-commerce platform for a pack of ten pieces price of 16.5 yuan, and the price of a group of hair is as low as 6 yuan.
“In fact, I don’t know if the price is high is really better.” In the opinion of money and Huang Yan, it is difficult to judge the difference between these products, so they generally choose cheaper. Either choose a big brand.
“The main reason is that my country’s pet health supplies industry standards are not very perfect, industry standard supervision and constraints have not formed higher industry production standards. Now there is little difference in publicity points of urine pad products on the market, and in order to cater to consumption The needs of people, the most important thing is to do more, the style is better, the aroma is richer, but there is no breakthrough in inhibiting these substantive aspects of bacteria. “Xiao Xi is a representative of a pet care product, in which he looks Come, “The urine pads on the market are used to use low-cost raw materials to lower production costs, and then raise prices through propaganda pain points, thus improving gross profit.”
So, how much is the profit of the manufacturer? According to the interface news, it is reported from the gross profit margin, and the gross profit of a pet diaper is higher than the adult diaper.
Compared to the production of adult diapers and urine pads, the new three-plate listed company, the big gross profit margin (OC834683) 22%, Yiyi shares, a one-time sanitary care supplies, the average gross profit of the pet, and the petians and pet cleaning bags 51% and 32% respectively.
Start “rich” shovel officials, also value quality
In fact, compared to foreign markets, China’s pet care products market is getting late, and market penetration is not high.
Therefore, in a long time, Yiyi Shares and Wuhu Femassy have tried abroad markets, which rely on foreign markets. In 2019, Yiyi Shares had more than 91% of revenue from overseas.
According to the US Pet Products Association data, the US Pet Products & Pet & Non-prescription Pet Drugs, including Pet Products, including pet supplies, 19.2 billion US dollars in 2019; European Pet Food Industry Association According to statistics, the 2018 pet supplies industry is 8.5 billion euros; according to the Japanese Niye Economic Research Institute, Japan’s pet supplies industry is expected to reach 175 billion yen in 2021.
However, there are indications that China’s pet supplies industry will have a continuous climbing stage from 2015.
According to the “2020 Chinese Pet Industry White Paper” According to Franist Shari, my country’s pet industry market will reach 449.5 billion yuan in 2024, 2020-2024 composite growth rate will reach 21.7%.
The pattern is scattered, the growth rate is fast, it is not difficult to imagine. In the next period, whether it is a pet care product or other tracks of the pet market, it will continue to have a more intense competition.
Just as the founder of Wuhu said. Avoid – this is also the need for improvement of market penetration. “
Image Source: “2020 Chinese Pet Industry White Paper”
During this process, the quality of the product will inevitably become a crucial moat. After all, according to “2021 Chinese Pet Consumption Trend White Paper”, the pet owners’ petty philosophy, health and health pet row in the first place, accounting for up to 50%. At the same time, in terms of purchase factors in pet supplies, the quality of commodity is also the primary consideration, accounting for 54%.
Therefore, still standing in the pet care products industry at the beginning of the track, I want to get the trust of China’s “shovel”, may also need to be in the quality of the product.