智能宠物用品出海：中国企业如何突破内卷困局？
智能宠物用品出海：中国企业如何突破内卷困局？
Chinese Smart Pet Products Going Global: How to Break Through the "Involution" Dilemma?
全球智能宠物用品市场正迎来爆发式增长，根据QY Research统计，截至2023年，该市场规模已达42.06亿美元（约307亿元人民币）。在这个新兴赛道上，中国企业正展现出强大的竞争力。
The global smart pet products market is experiencing explosive growth. According to QY Research, by 2023 the market size has reached $4.206 billion (approximately ¥30.7 billion RMB). Chinese companies are demonstrating strong competitiveness in this emerging sector.
市场现状：中国企业主导但品牌力不足
Market Status: Chinese Domination But Weak Brand Power
"打开亚马逊，你会发现虽然前几页Listing都貌似本土品牌，但可能有七成都是中国企业开的'马甲'。"宠物品牌创业者Edgard表示。目前市场上主要有三类玩家：包装成"洋货"的纯国牌、"生而全球化"的华人创业项目，以及供应链被中国架空的"真外国品牌"。
"If you browse Amazon, you'll find that while the top listings appear to be local brands, about 70% are actually 'shell companies' set up by Chinese firms," said Edgard, a pet brand entrepreneur. The market currently has three main types of players: Chinese brands disguised as foreign ones, Chinese-founded "born global" startups, and genuine foreign brands relying on Chinese supply chains.
面临的挑战：价格战与同质化竞争
Challenges: Price Wars and Homogeneous Competition
任小姐出海战略咨询创始人任朝茜指出："只要是中国人富集的赛道，竞争就一定会走向白热化。"智能猫砂盆的价格已从疫情前的800-1000美元跌至200-300美元，甚至150美元以下的产品也屡见不鲜。
Ren Chaoxi, founder of Miss Ren Overseas Strategy Consulting, noted: "Any sector crowded with Chinese players will inevitably see cutthroat competition." Prices for smart litter boxes have dropped from $800-1000 pre-pandemic to $200-300, with products under $150 becoming increasingly common.
破局之道：差异化与本土化
Solutions: Differentiation and Localization
PETKIT小佩联合创始人Shelley认为："当前决定品牌实力的核心因素更多是渠道力而非品牌力。"倍趣宠物联合创始人陈宬则强调："中国团队擅长电商打法，但想要长期生存，就必须完成扎实的海外本土化建设。"
Shelley, co-founder of PETKIT, believes: "Channel power rather than brand power is currently the key factor determining brand strength." Chen Cheng, co-founder of Petree, emphasized: "Chinese teams excel at e-commerce strategies, but solid overseas localization is essential for long-term survival."
产品策略：从"伪智能"到"真需求"
Product Strategy: From "Fake Smart" to "Real Needs"
Furbulous创始人Martin指出："很多所谓的智能化，无非是对主流机型照猫画虎，在后台连接一个APP罢了。"真正的智能化应该具备"自反性"，能够通过对外部的观察与分析改变自身运作模式。
Martin, founder of Furbulous, pointed out: "Many so-called smart features are just imitations of mainstream models with an added app connection." True intelligence should have "reflexivity" - the ability to adjust operation modes based on observation and analysis.
营销策略：精准流量获取
Marketing Strategy: Precise Traffic Acquisition
众筹正成为行业新的流量抓手。Catlink、小佩、Furbulous等品牌都曾创造过单品类的最高众筹记录。Shelley表示："2021年那次破纪录的众筹为小佩引爆了品牌声量，Facebook小组成员人数首次突破万人大关。"
Crowdfunding is becoming a new traffic driver for the industry. Brands like Catlink, PETKIT and Furbulous have set category crowdfunding records. Shelley said: "The record-breaking crowdfunding in 2021 boosted PETKIT's brand awareness, with Facebook group members exceeding 10,000 for the first time."
总结：中国智能宠物用品企业出海正处于关键转折点。要突破内卷困局，需要从价格战转向价值战，从产品思维转向品牌思维，从中国制造转向中国创造。
Conclusion: Chinese smart pet product companies going global are at a critical turning point. To break through the "involution" dilemma, they need to shift from price wars to value competition, from product thinking to brand thinking, and from "Made in China" to "Created in China".
