中国宠物品牌出海热潮：从代工到全球智能宠物市场领导者
2022年9月20日，宠物智能用品品牌Furbulous推出全球首款自动打包猫厕所，并宣布完成数百万美元天使轮融资。这标志着中国宠物品牌正在全球市场崭露头角。
September 20, 2022, the smart pet product brand Furbulous launched the world's first self-packing cat toilet and announced the completion of a multi-million dollar angel round of financing. This marks Chinese pet brands emerging in the global market.
宠物行业正迎来IPO热潮。2022年3月，路斯股份成为北交所"宠物食品第一股"；7月乖宝宠物过会；8月源飞宠物开启申购。这些企业主要收入来自海外市场，如中宠股份75.88%收入来自境外，依依股份境外收入占比高达96%。
The pet industry is experiencing an IPO boom. In March 2022, Luscious became the "first pet food stock" on the Beijing Stock Exchange; in July, Wanpy passed the review; in August, Yuanfei Pet started subscription. Most of these companies' revenue comes from overseas markets, such as Zhongchong with 75.88% overseas revenue and Yiyi with 96% overseas revenue.
根据SDR Ventures数据，约70%美国家庭拥有宠物，2021年美国宠物支出超过1230亿美元。这为中国宠物品牌出海提供了巨大机会。
According to SDR Ventures, about 70% of American households own pets, with U.S. pet spending exceeding $123 billion in 2021. This provides huge opportunities for Chinese pet brands going global.
智能宠物用品成为出海新赛道
Smart Pet Products Become New Blue Ocean
与宠物食品不同，智能宠物用品出海具有明显优势：
1. 电子产品供应链优势
2. 高客单价(海外售价可达国内的2-3倍)
3. 专利保护形成行业壁垒
Unlike pet food, smart pet products have clear advantages for going global:
1. Supply chain advantages in electronics
2. High unit price (overseas prices can be 2-3 times domestic)
3. Patent protection creates industry barriers
市场数据显示，2021年全球宠物科技市场价值52亿美元，预计到2028年将达到175.7亿美元，复合年增长率为19%。超过52%的美国成年人为宠物购买智能设备，欧洲比例更高达67%。
Market data shows the global pet tech market was worth $5.2 billion in 2021 and is expected to reach $17.57 billion by 2028, with a CAGR of 19%. Over 52% of American adults purchase smart devices for pets, with Europe reaching 67%.
出海面临的挑战
Challenges in Going Global
尽管前景广阔，中国宠物品牌出海仍面临诸多挑战：
• 产品同质化导致价格战
• 仿制和跟卖问题严重
• 海外售后服务体系不完善
• 本地化品牌建设困难
Despite bright prospects, Chinese pet brands face many challenges going global:
• Product homogenization leads to price wars
• Serious imitation and reselling issues
• Imperfect overseas after-sales service systems
• Difficulties in localized brand building
致欧科技旗下FEANDREA品牌负责人表示："有的产品最快四个月就出现了被仿制的情况"。小佩宠物CEO郭维科也坦言："海外市场覆盖广但不深，品牌本地化是最大挑战"。
The head of FEANDREA under ZIEL said: "Some products were copied in as fast as four months". PETKIT CEO Guo Weike also admitted: "Broad but not deep overseas coverage, brand localization is the biggest challenge".
随着疫情红利消退，2022年宠物出海赛道竞争加剧。成功的关键在于产品差异化、供应链把控和本地化运营能力。中国宠物品牌能否从"制造出海"升级为"品牌出海"，仍需时间检验。
As pandemic dividends fade, competition in the pet export sector intensified in 2022. The keys to success lie in product differentiation, supply chain control and localized operation capabilities. Whether Chinese pet brands can upgrade from "manufacturing export" to "brand export" remains to be tested by time.
