奢侈品牌为何纷纷进军宠物市场？7万元宠物床背后的"它经济"崛起

奢侈品牌为何纷纷进军宠物市场？7万元宠物床背后的"它经济"崛起

Why Are Luxury Brands Entering the Pet Market? The Rise of "Pet Economy" Behind $10,000 Pet Beds

近日，Gucci推出首个"宠物生活方式系列"产品，在社交媒体上引发热议。粉丝们纷纷感叹："没想到有一天Gucci也会进军宠物市场。"

Recently, Gucci launched its first "Pet Lifestyle Collection", sparking heated discussions on social media. Fans exclaimed: "Never thought Gucci would enter the pet market one day."

在短视频平台上，有博主晒出给自家小猫购买的Gucci宠物碗，迅速收获4000多个点赞。还有博主不惜带着爱犬"千里迢迢"赶往Gucci实体店，为的是试穿并购买宠物服装。

On short video platforms, influencers showcasing Gucci pet bowls for their cats quickly garnered over 4,000 likes. Some even traveled long distances to Gucci stores with their dogs to try on and purchase pet clothing.

奢侈品牌扎堆宠物市场

Luxury Brands Flocking to Pet Market

不止是Gucci，近年来，LV、Tiffany、Celine、Moncler、爱马仕等各大奢侈品牌纷纷推出宠物用品。对于这个小众市场，奢侈品牌是如何定价的？

Not just Gucci. In recent years, luxury brands like LV, Tiffany, Celine, Moncler and Hermès have all launched pet products. How are these brands pricing for this niche market?

今年6月底，Gucci推出首个宠物系列产品，一口气发布了70余件，小到服饰、牵引绳、项圈，大到床之类的宠物用具，种类丰富，价格不菲。

In late June, Gucci launched its first pet collection with over 70 items, ranging from clothing, leashes and collars to pet beds - all with premium price tags.

一张宠物床7万，买了就不能退换

$10,000 Pet Bed with No Returns

在Gucci发布的一众宠物产品中，售价最高的当属宠物床。这款几何G宠物床共有5个花色，售价高达7万元。下单后需等待15~16周才可收货，页面还专门注明"暂不支持退换货"。

Among Gucci's pet products, the most expensive is the pet bed. The geometric G pet bed comes in 5 patterns and costs up to ¥70,000. Orders require 15-16 weeks for delivery and are marked as "non-returnable".

"它经济"市场潜力巨大

Huge Potential in "Pet Economy"

2021年中国统计年鉴显示，我国"一人户"家庭超过1.25亿，占比超过25%。一人户的增长也带火了"宠物经济"。

China's 2021 statistical yearbook shows over 125 million single-person households, accounting for more than 25% of total households. This growth has fueled the "pet economy".

《2021年中国宠物行业白皮书》显示，2021年我国饲养犬猫的人群数量达到6844万人，其中近一半是九零后宠物主。

The 2021 China Pet Industry White Paper shows 68.44 million dog and cat owners in China, nearly half being post-90s generation.

预计2025年中国宠物市场规模将达8114亿元。资本市场也较为关注宠物产业赛道，多家宠物相关企业正在筹备IPO。

China's pet market is projected to reach ¥811.4 billion by 2025. The capital market is also focusing on this sector, with multiple pet-related companies preparing for IPOs.

专家观点：宠物奢侈品难成持续消费

Expert View: Pet Luxury Hard to Sustain

艾媒咨询CEO张毅表示："奢侈品牌已经在大力抢滩'它经济'市场了。90后是奢侈品尤其看重的群体，他们愿意为宠物做不菲的支出。"

iiMedia CEO Zhang Yi said: "Luxury brands are aggressively entering the pet economy. The post-90s generation is particularly valued by luxury brands as they're willing to spend significantly on pets."

但他也坦言："这属于冲动性、情感性的消费，很难形成持续性购买力。"

However, he noted: "This is impulsive, emotional consumption that's hard to sustain long-term purchasing power."