After satisfying the basic consumption of pets, the Douyin pet category may have to consider how to occupy a deeper and more segmented market user mind and needs.
Recently, Zhuoer Digital Technology and Giant Engine released a research report on "Cute Pet Numbers: Deciphering the Mental Map of Pet Raising Populations". The report aims to decipher the mental map of pet owners through an in-depth analysis of the Douyin pet market, and provide valuable reference and suggestions for relevant practitioners. (Note: The data collection method of this report is the huge cloud map market data, and the data in the article are all indexed data)
According to the report, Douyin e-commerce has basically formed a full consumption category around the life of cats and dogs. Among them, pet food and pet life account for as much as 80%, followed by advanced consumption and health consumption.
In terms of specific subcategories, the four major pet consumption categories are growing rapidly, but the growth rate of health consumption is particularly prominent. According to the data, since Q1 of 2022, the cat and dog pet market has grown rapidly from 600 million+ to 3.3 billion + quarterly GMVs, with a quarterly compound growth rate of more than 24%, of which the health category has the most eye-catching growth rate, with a compound growth rate of up to 40%.
From the perspective of different dimensions of dogs and cats, the market volume of cat breeding exceeds that of dogs, and cats grow faster. The report pointed out that in 2022 and 2023, the total market for Douyin cats will be 6.6 billion, and the total market for dogs will be 3.4 billion. And the cat market has a compound quarterly growth rate of 24%, exceeding the 18% quarterly compound growth rate of the dog market.
Among them, the pet food category is the basic plate, and the category consumption accounts for 73% and 72% of the consumption of dogs and cats in different markets respectively. In addition to the pet food category, cats pay more attention to life consumption, accounting for 18% of the overall market; Dogs, on the other hand, value both life and health. Living consumption accounted for 12%, and health consumption accounted for 10%.
In view of the fast-growing Douyin pet market, the report also anchors eight pet raising mindsets to help brand merchants obtain a methodology for rapid breakthrough and continuous operation on the Douyin platform. Distinguishing between the two dimensions of cat raising and dog raising, these eight pet raising groups can be divided into four types of cat owners and four types of dog owners.
Specifically, the pet consumption categories of the four types of cat owners are mainly food and life, and they have a high preference for life and health consumption. Thereinto:
The first is "scientific growth meow". This part of the user has strong attributes of pleasing cats, and hopes that cats will "eat healthy and live cleanly", and pay attention to the scientific growth of cats. In terms of consumption, this part of the user consumes food with high frequency, focusing on different categories such as staple food, snacks, canned food, and fresh bags, and pays attention to the quality of cat food in all dimensions; In the pet daily necessities consumption category, this part of the user has an obvious promotion mentality, prefers imported cat litter, and cat litter consumption is relatively concerned about efficacy and type.
The second is "rich and pet meow". As the most popular trendy café, this part of the user prefers big names, is willing to try, pays attention to ingredients, and has a high price acceptance. In terms of food consumption, they care about raw materials and brands, focus on trusting head brands, and are the main consumers of cat food products in the price range of 100-500; In the pet daily necessities consumption category, this part of the user also has a big promotion mentality, prefers imported cat litter, and cat litter consumption is relatively concerned about efficacy and type.
The third is "just need to store grain meow". This part of the user is relatively more cost-effective in consumption, and is a small number of large hoarding experts. It has a high basic demand for cat food products, prefers domestic brand products, and is the main audience for products in the 50-200 price range; In the category of health consumption, it is more inclined to the daily care of pets. The consumption of cat litter is relatively concerned about efficacy and type, and the overall concern is average.
The fourth is "affordable meow". Most of this group of people are cats and dogs, and the pet consumption preference is the basic and entry-level consumption of pets, and the cost-effective products for cats and dogs are both used for cats and dogs. In the food consumption category, it focuses on dog staple food, general food for cats and dogs, dog snacks and other products. The cat food type prefers air-dried, grain-free, and prefers cost-effective products; The preference of life consumption is concentrated in the aspect of big promotion hoarding & cost-effective cat litter, and relatively pays attention to efficacy and type.
Among the four types of dog owners, food and life are the main consumer categories of pet raising. And the life, advanced, and health categories all showed a high degree of preference. Thereinto:
The first is "trendy play". This part of the user likes to go out and play, and the dog is a trendy playmate in life. In the consumption category of dog staple food, the trend Wang mainly focuses on dog breeds and dog sizes, the starting point is more suitable for dogs, and the product demand is mainly based on basic dog food, and more preference is bulk staple food, as well as grain-free and natural label products.
The second is "krypton gold exquisite Wang". This part of the user may be the most dog-savvy pet owners. For them, dogs are not only pets but also family, and they pursue all aspects of caring for dogs. In the food consumption category, this part of the user prefers staple food and snacks, and has a high degree of pampering for dogs. For example, in terms of staple food products, they who have been raising dogs for a long time are more concerned about the type of dog food and the formula of raw materials, and will pay attention to and buy imported brands, and like to buy canned staple food; In terms of consumption in the life category, they are also willing to spend on novelty items, such as dog toilets, translators, etc., but the overall preference is more towards the captivity and consumption of the basic attributes of dogs.
The third is the "new partner Wang". As a pet maker who has just raised a dog, this part of the user prefers to collect all kinds of trendy gadgets. In terms of food categories, they prefer bulk dog food and dual-pet general food, and the potential of staple food needs to be tapped; In the health category, due to the lack of pet knowledge, they will buy more basic health care products such as probiotics and nutritional pastes, but the choice is more blind.
The fourth is "Buddhism grows up". Most of these users are traditional dog owners, who respect the natural life attributes of dogs and believe in the concept of pet raising that is good for eating, fun, and healthy. In the food consumption category, they take staple food as their overall diet, but they can add dog snacks. In terms of advanced category consumption, the daily walking needs of dogs are preferred, and the consumption is concentrated in categories such as raincoat collars. However, compared with other groups of people, the consumption of "Buddha Growing Wang" in this category has yet to be explored.
The report also pointed out that by aggregating the characteristics of pet consumption and content consumption, there are obvious differences between the current eight major pet groups, and there is still a lot of room for increment. At the same time, the continuous new pet raising opportunity group is also the main source of rapid growth in the market.
For example, according to whether there is already a pet consumption behavior, users can be divided into two dimensions: "existing pet consumer groups" and "pet interest groups". The "pet raising interest group" is the key operation point that needs the continuous attention of brand owners, and you can take advantage of the Douyin market expansion dividend to quickly attract new Douyin pet market incremental people.
After looking at the characteristics of the market and people, the report also pointed out that the current Douyin pet track has new opportunities in nodes, goods, and content:
First, from the perspective of marketing nodes. By observing the consumption data of the past year, it is found that there are consumption highs during 618, Double 11, and New Year, accounting for 32%+ of the annual consumption. At the same time, during the Expo and the Asian Pet Exhibition, the pet market also showed a month-on-month growth trend, of which the staple food category grew significantly.
The second is from the perspective of product opportunities. The overall price is rising, the health category is rising the fastest, and the staple food and cat litter in the basic plate are basically stable. For example, in the cat staple food category, cat growth stage, efficacy, type, raw materials, etc. are the basic content that users pay attention to. Among them, the core focus of cat growth stage is kittens, adult cats and full-price cats; The core focus of cat food efficacy is grain-free (healthy) and cheeks (good-looking) as the core concerns;
The third is from the perspective of content trends. At this stage, pet people have a high interest in pet public welfare, and major pet brands have also gone down to do grass marketing. Public welfare can not only make a brand image, but also deeply integrate products to achieve a differentiated breakthrough.
PS: Due to space reasons, we are not able to present all the contents of the report. If you are interested in the report, please add the editor WeChat to communicate. As for what will be the future dynamics of the Douyin platform in the pet industry, the pet industry observation will continue to pay attention. Welcome to leave a message in the comment area below to discuss, or add a small editor WeChat to communicate.