必须选择的独立站外链：谷歌优化推广需要多长时间？
消费降级的年轻人，让宠物先奔小康
Young People Facing Consumption Downgrading Prioritize Their Pets' Well-being
文丨商业数据派，作者 | 刘娜娜 郭梦仪
By Business Data School, Authors | Liu Nana, Guo Mengyi
"我当爸爸了，因为我养了一条狗。"吴豪在脱口秀上的一个梗，透露了单身、丁克的年轻人，正在把"毛孩子"当成自己的孩子。
"I became a father because I adopted a dog." This joke from comedian Wu Hao reveals how single and DINK young people are treating their "fur babies" as their own children.
靠着"爱意"，中国的年轻养宠人撬动起了千亿级市场。从精心挑选狗粮品牌、搭配专属零食和玩具，到定期到店给宠物洗澡、偶尔为其"美容"——"我的两只柴犬每个月花费大概在1500-2000元，其中食品占比一大半。"北京的90后白领美玲（化名）这样说道。
Driven by "love", China's young pet owners have created a billion-dollar market. From carefully selecting dog food brands, matching special snacks and toys, to regular pet grooming and occasional "beauty treatments" - "My two Shiba Inus cost about 1500-2000 yuan per month, with food accounting for most of it," said Meiling (pseudonym), a Beijing-based white-collar worker born in the 1990s.
随着养宠人的养宠方式更趋于科学化、智能化、"拟人化"，各种各样的新机会也涌现在这个超级赛道上。截至目前，小米、京东、淘天早已入局，金鼎资本、君联资本和KKR也正积极布局，各路"神仙"都希望在这个行业的龙头出现之前抢占一席之地。
As pet care becomes more scientific, intelligent, and "humanized", various new opportunities are emerging in this super sector. So far, Xiaomi, JD.com, and Taotian have already entered the market, while Jinding Capital, Legend Capital and KKR are actively expanding, with all players hoping to secure a position before industry leaders emerge.
01 宠物经济繁荣，生老病死一条龙
01 The Boom of Pet Economy: Full Lifecycle Services
现在的婴儿推车里，一半可能是宠物。8月20日，京东·国际宠物业高峰论坛上透露了一则数据，"2024年我国宠物市场规模预计突破3000亿元，未来增长预期趋于稳定"。
Nowadays, half of baby strollers might actually carry pets. On August 20, JD.com's International Pet Industry Summit revealed data showing "China's pet market size is expected to exceed 300 billion yuan in 2024, with future growth expectations stabilizing".
当90后孩子们成为"宠物家长"后，养宠方式也逐渐升级成"婴儿式养育"。在近期发布的《抖音电商安心养宠趋势报告》上能看到，人们在宠物身上获得了温暖和陪伴，希望给它们更贴心细致的照顾，也更加重视与宠物间的情感联结。
As post-90s become "pet parents", pet care methods have gradually upgraded to "baby-style parenting". The recently released "Douyin E-commerce Safe Pet Care Trend Report" shows that people find warmth and companionship in pets, hoping to provide them with more thoughtful care and valuing emotional bonds with pets more.
02 宠物消费升级：吃的比我贵，住的比我好
02 Pet Consumption Upgrade: Better Food and Housing Than Their Owners
食品，作为宠物永久的刚需赛道，自然备受关注。"我给家里的狗买最好的狗粮，平均下来一顿比我的外卖还贵4块钱"。吴豪在脱口秀中吐槽。
Food, as a permanent essential for pets, naturally receives much attention. "I buy the best dog food for my dog at home, which costs 4 yuan more per meal than my takeout," comedian Wu Hao joked in his stand-up routine.
热闹的宠物市场，与不断涌入的入局者形成对应。公开资料显示，国内宠物市场，除了玛氏和雀巢的市占率几近占据CR10市占率的一半（市占率约为14%）外，国内宠物市场已呈现出百花齐放的状态。
The booming pet market corresponds with the continuous influx of new entrants. Public data shows that apart from Mars and Nestlé occupying nearly half of the CR10 market share (about 14%), China's pet market has shown a diversified landscape.
03 仍在等待头部玩家
03 Still Waiting for Industry Leaders
愿意买单的年轻人，和想抓住年轻人的企业和资本，这个准万亿市场虽然开始就抓人眼球，但能否长红仍旧是未知数。宠物赛道，还没跑出一个龙头。
With young willing spenders and companies/capital trying to capture them, this nearly trillion-yuan market has attracted attention from the start, but whether it can sustain remains unknown. The pet sector hasn't yet produced a clear industry leader.
DT财经曾经统计过2018-2023年注册的宠物行业相关企业，其中个体户占比达到了75.8%，而2023年淘宝天猫宠物品牌销量前十中，有9家国产品牌其中6家均为小微企业。
DT Finance once counted pet-related companies registered from 2018-2023, finding that individual businesses accounted for 75.8%. Among the top 10 pet brands by sales on Tmall in 2023, 9 were domestic brands with 6 being small businesses.
