宠物用品行业如何通过跨界营销掏空铲屎官钱包？
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 crossover marketing event in detail.
一、现象级跨界营销案例/A Phenomenal Crossover Marketing Case
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 cat scratching bucket is designed with reference to KFC's iconic red-and-white family bucket, incorporating VETRESKA's signature cactus elements on the lid. The bucket can accommodate multiple cats, features corrugated paper material for scratching, and includes internal compartments.
二、宠物行业市场格局/Pet Industry Market Landscape
未卡的产品路线，实际上反映了国内宠物行业的格局所在：宠物食品由于更刚需、消费频次高等特点，在整体宠物市场中占据了超一半的份额，是一条更高容量的赛道，近年增速趋缓；而以牵引绳、猫砂、猫窝、猫抓板为代表的宠物用品，作为非必选项，近三年增速达到30%以上。
VETRESKA's product strategy reflects China's pet industry landscape: pet food accounts for over half of the market share due to its essential nature and high consumption frequency, though growth has slowed recently. Meanwhile, pet supplies like leashes, litter, beds and scratching posts have seen over 30% growth in the past three years.
三、奢侈品品牌入局/Luxury Brands Entering 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"：一个透气门帘、一个可拆卸的内里，这种产品方案现已成为如今宠物手提袋的标配。
Internationally, pet supplies have long been targeted by luxury brands. As early as 1931, Louis Vuitton designed "luggage" for pets featuring breathable curtains and removable linings - designs that have become standard for modern pet carriers.
四、国内宠物市场发展/Development of China's Pet Market
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%。国联证券指出，从2018年左右开始，越来越多的爱宠人士投入到宠物行业。
China's Pet Industry White Paper shows the market grew from 14 billion yuan in 2010 to 206.5 billion yuan in 2020, with a 30.88% CAGR. According to Guolian Securities, since 2018, more pet lovers have entered the industry.
五、宠物消费升级/Pet Consumption Upgrade
艾瑞咨询显示，现在的铲屎官宁愿自己吃喝不好，也愿意为猫/狗花钱。其中，猫奴每年人均为猫消费超5000元。宠物消费升级下，越来越多的跨行玩家瞄准了宠物用品这块市场。
iResearch data shows today's pet owners would rather spend less on themselves than their pets. Cat owners spend over 5,000 yuan annually per cat. With pet consumption upgrading, more cross-industry players are targeting the pet supplies market.
六、智能宠物用品崛起/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。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。
Tmall data shows smart pet products saw 58x sales growth during 2020's Double 11, with over half of buyers being post-90s consumers. Smart water fountains, automatic feeders and litter boxes are considered the "big three" of smart pet products.
七、奢侈品品牌加码/Luxury Brands Doubling Down
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。又如今年5月，Celine推出首个宠物用品系列，产品也涵盖玩具、项圈、牵引绳等。
In June, Gucci launched its first pet collection with over 70 SKUs covering apparel, leashes, collars and beds. In May, Celine debuted its pet line including toys, collars and leashes.
八、营销本质/Marketing Essence
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。不过，动辄上千、破万的定价也意味着这是一个热闹大过成交的生意，本质上也是一种品牌营销。
As the segment that best embodies "pet personification", pet supplies evoke emotional attachment to pets and self-identity. However, prices ranging from thousands to tens of thousands indicate this is more about buzz than sales - essentially brand marketing.
