宠物用品营销新趋势：如何通过跨界联名掏空铲屎官钱包？
编辑导语/Editor's Note: 近期，VETRESKA与肯德基联合推出了联名限定款「肯德基×未卡猫抓桶」，这一跨界营销事件引起了广泛的关注。本篇文章围绕这一事件展开了一系列讨论，感兴趣的小伙伴们快来一起看看吧。
Recently, VETRESKA collaborated with KFC to launch a limited edition "KFC×VETRESKA Cat Scratching Bucket", which has attracted widespread attention. This article discusses this cross-brand marketing phenomenon in detail.
一、跨界营销引爆宠物市场/Cross-Brand Marketing Ignites Pet Market
近期，又一起跨界营销事件引起铲屎官们注意。据报道，国内新锐宠物生活方式品牌未卡VETRESKA，携手全球领先快餐连锁品牌肯德基，推出了联名限定款「肯德基×未卡猫抓桶」。
Another cross-brand marketing event has caught pet owners' attention. According to reports, the emerging Chinese pet lifestyle brand VETRESKA partnered with global fast-food giant KFC to launch a limited edition "KFC×VETRESKA Cat Scratching Bucket".
说到"桶"，这次联名的猫抓桶，在外观上参考的是红白造型的肯德基全家桶，而在桶盖上加入了"仙人掌"等未卡的品牌元素。在造型设计上，猫爪桶整体尺寸可容纳多只猫咪，采用的瓦楞纸材质可供猫咪抓挠，桶内还有分层。
The "bucket" design references KFC's iconic red-and-white family bucket, while incorporating VETRESKA's signature cactus elements on the lid. Functionally, the scratching bucket can accommodate multiple cats, features corrugated cardboard for scratching, and includes internal compartments.
二、宠物行业市场分析/Pet Industry Market Analysis
中国宠物行业白皮书显示，2010-2020年，宠物行业规模由140亿元增长至2065元，十年复合增长率高达30.88%。
According to China Pet Industry White Paper, the pet industry grew from 14 billion yuan in 2010 to 206.5 billion yuan in 2020, with a 10-year compound annual growth rate of 30.88%.
国联证券指出，2017-2020年，宠物食品市场由1061亿元增长至1129亿元，而宠物用品市场则由121.94亿元增长至280.94亿元，增速明显快于宠物食品。
Guolian Securities reports that from 2017 to 2020, the pet food market grew from 106.1 billion to 112.9 billion yuan, while pet supplies expanded from 12.19 billion to 28.09 billion yuan, showing significantly faster growth than pet food.
三、奢侈品品牌入局/Luxury Brands Enter the Market
实际上，在国外，宠物用品早已成为各大奢侈品品牌的抢滩登陆战。早在1931年，路易威登就开始针对宠物设计"行李箱"。
Internationally, pet products have long been targeted by luxury brands. As early as 1931, Louis Vuitton began designing "luggage" specifically for pets.
今年6月，Gucci推出首个宠物系列产品，服饰、牵引绳、项圈、宠物床……用共计70余款sku把几乎可以想到的细分品类都做了一遍。
In June this year, Gucci launched its first pet collection, covering clothing, leashes, collars, pet beds and more - over 70 SKUs addressing nearly every imaginable pet product category.
四、智能宠物用品兴起/Rise of Smart Pet Products
天猫平台数据显示，宠物智能家居在2020年双11期间成为快速崛起的品类，销量同比大增58倍，且超过半数的消费者为90后。
Tmall data shows smart pet home products became a rapidly emerging category during 2020's Double 11 shopping festival, with sales increasing 58-fold year-on-year, and over half of consumers being post-90s generation.
其中，宠物饮水机、自动喂食器、智能猫砂盆被誉为宠物智能家居的三大件。
Pet water fountains, automatic feeders and smart litter boxes are considered the "big three" of smart pet home products.
五、营销策略分析/Marketing Strategy Analysis
奢侈品瞄准"它经济"，一是背后客群有一定重叠性，二也是扩充产品矩阵、在精神层面多维地沟通消费者。
Luxury brands target the "pet economy" because: 1) their customer bases overlap, and 2) it expands product portfolios and creates multidimensional emotional connections with consumers.
宠物消费本身具有情感属性，而宠物用品作为最为体现"宠物人格"的细分赛道，更能唤起消费者对宠物的情感依恋，和对自身的价值认同。
Pet consumption is inherently emotional. As the segment that best embodies "pet personification", pet products can better evoke consumers' emotional attachment to their pets and self-identity.
