药店跨界宠物用品市场：创新战略还是迷失方向？

药店跨界宠物用品市场：创新战略还是迷失方向？

Pharmacies Entering Pet Supplies Market: Innovative Strategy or Lost Direction?

中国宠物经济爆发式增长

Explosive Growth of China's Pet Economy

根据高盛资本最新报告显示，2024年中国宠物数量将首次超过4岁以下儿童数量。到2030年，中国城镇宠物数量预计将突破7000万只，达到幼儿数量的2倍。2023年我国宠物经济产业规模已达5928亿元，预计2028年将增长至11500亿元人民币。

According to the latest report from Goldman Sachs, China's pet population will surpass the number of children under 4 for the first time in 2024. By 2030, the urban pet population in China is expected to exceed 70 million, twice the number of young children. In 2023, China's pet economy reached 592.8 billion yuan and is projected to grow to 1.15 trillion yuan by 2028.

药店行业集体跨界宠物市场

Pharmacies Collectively Crossing into Pet Market

《中国药店》杂志报道显示，包括益丰、老百姓、漱玉平民等六大上市连锁药店，以及国药控股、海王星辰等大型连锁企业均已开始试点经营宠物用品。这一现象引发了行业热议：药店卖宠物用品是创新多元化经营，还是偏离了医药行业本质？

According to China Pharmacy magazine, six listed pharmacy chains including Yifeng, Laobaixing, and Shuyu Pingmin, as well as large chains like Sinopharm Holding and Neptune have started pilot operations of pet supplies. This phenomenon has sparked industry debate: is pharmacies selling pet products an innovative diversification strategy or a deviation from the essence of the pharmaceutical industry?

行业专家提出质疑

Industry Experts Raise Questions

有20余年行业经验的专家表示："虽然药店需要推进多元化战略应对'去医保化'挑战，但将人用药品与宠物用品混售已超出合理多元化范畴。作为行业引领者，医药企业应该坚守'为了人类健康'的使命，而非盲目追逐热点。"

An expert with over 20 years of industry experience stated: "While pharmacies need to promote diversification strategies to address the 'de-medicalization' challenge, mixing human medications with pet supplies exceeds reasonable diversification. As industry leaders, pharmaceutical companies should adhere to the mission of 'for human health' rather than blindly chasing trends."

SEO优化建议

SEO Optimization Suggestions

对于药店企业开展线上营销，建议：
1. 精准定位关键词：如"药店宠物用品"、"宠物药品购买"等
2. 创建专业内容：介绍宠物健康知识、用药指南等
3. 优化本地搜索：标注提供宠物服务的药店位置
4. 建立专题页面：系统展示宠物产品线和服务

For online marketing by pharmacies, we recommend:
1. Precise keyword targeting: such as "pharmacy pet supplies", "pet medicine purchase" etc.
2. Create professional content: introduce pet health knowledge, medication guides, etc.
3. Optimize local search: mark pharmacy locations offering pet services
4. Build dedicated pages: systematically display pet product lines and services

谷歌广告竞价策略

Google Ads Bidding Strategies

1. 使用智能竞价策略，如目标广告支出回报率(tROAS)
2. 细分受众群体：宠物主人、养宠新手等
3. 设置否定关键词：排除不相关搜索
4. 优化落地页体验：确保与广告内容高度相关

1. Use smart bidding strategies like target ROAS (tROAS)
2. Segment audiences: pet owners, new pet parents, etc.
3. Set negative keywords: exclude irrelevant searches
4. Optimize landing page experience: ensure high relevance with ad content