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Marketing to Pet Owners - China - July 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Report scope
EXECUTIVE SUMMARY
Impact of COVID-19 on pet market
Pet spending sustains quick expansion to diversified areas of life after COVID-19
Figure 1: Short-, medium- and long-term impact of COVID-19 on the pet market, June 2020
The market
Pet market rising on the back of increased new pet ownership
Figure 2: Estimated population of pet dogs and cats kept by urban residents in China, 2020
Figure 3: Pet ownership, 2018 vs. 2020
Figure 4: Consideration towards pet-keeping under the impact of COVID-19, July 2020
Spending on pets extends to a wide range of emerging categories
Figure 5: Spending on pets, by categories, June 2020
The consumer
Dogs market takes up the major share in the “pet economy”
Figure 6: Pet ownership, June 2020
Increasing importance of role pets play in modern lives
Figure 7: Relationships with pet, June 2020
Spending on pets is no longer dominated by diet costs
Figure 8: Spending on pets, by categories, June 2020
Pet-oriented activities both online and offline
Figure 9: Activities with pets, by ownership, June 2020
Pet health-related services are in high demand
Figure 10: Desirable services, June 2020
Comprehensive shopping website remains the major purchase channel with information channels increasingly diversified
Figure 11: Information and purchase channel, June 2020
Modern pet owners seek scientific ways to help understand their pets
Figure 12: Selected pet-rearing attitudes, June 2020
Pet owners appreciate the nature and environmental protection lifestyle values
Figure 13: Selected pet-rearing attitudes, June 2020
What we think
THE IMPACT OF COVID-19 ON PET MARKET 
Figure 14: Short-, medium- and long-term impact of COVID-19 on the pet market, June 2020
Key trends/shifts after COVID-19
Trend 1: online purchase and delivery services become top-of-mind choice 
Trend 2: rising importance of communities-centred pet-related services 
Figure 15: Grocery shopping channels used in the last month, February - July 2020
Trend 3: social petworking help destressing during COVID-19
Trend 4: potential for pet leisure and pet travelling swell
Trend 5: strengthened awareness environmental and animal protection 
Implication on the marketing mix 
Rising demand of health management related products and services 
Innovating the intelligent solution for remote pet-keeping
Creating more occasions with activities for both owners and pets
Exploring chain/alliance opportunities to offer more stable and flexible solutions
ISSUES AND INSIGHTS
Customised pet shopping based on pet profiling ecommerce
The facts
The implications
Figure 16: My Pet Profile
Social petworking, an emerging opportunity of pet outgoing activities
The facts
The implications
Figure 17: WOW Paw pet festival
Integrate the community-centric social ecommerce through online and offline communities
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Pet market rising on the back of increased pet ownership
Figure 18: Estimated population of pet dogs and cats kept by urban residents in China, 2020
Figure 19: Pet ownership, 2018 vs. 2020
Figure 20: Consideration towards pet-keeping under the impact of COVID-19, July 2020
Spending on pets extends to a wide range of emerging categories
Figure 21: Spending on pets, by categories, June 2020
THE CONSUMER – WHAT YOU NEED TO KNOW
Dogs market take up the major share in “pet economy” 
Increasing importance of role pets play in modern lives
Spending on pets is no longer dominated by diet costs
Pet-oriented activities both online and offline 
Pet health-related services are in high demand
Comprehensive shopping website remains the major purchase channel with information channels increasingly diversified
PET OWNER PROFILE
Dogs market takes the majority share in the “pet economy” 
Figure 22: Pet ownership, June 2020
Post-90s tend to keep more than one pet 
Figure 23: Pet ownership, by generation, June 2020
Post-90s adopt pets and raise mongrel breeds
Figure 24: Methods of pet acquisition, by generation, June 2020
Post-90s enjoy the companion of different species
Figure 25: Pet ownership, by generation, June 2020
RELATIONSHIPS AND ATTITUDES TOWARDS PETS
Increasing importance of role pets play in modern lives
Figure 26: Relationships with pet, June 2020
Female pet owners in their 40s more likely to treat pets as children
Figure 27: Relationships with pet, by gender and age, June 2020
Nature and environmental protection awareness is evoked through pet-keeping
Figure 28: Rearing attitudes towards nature protection, by relationships with pet, June 2020
Scientific attitudes towards pet-rearing are widely accepted by most
Figure 29: Rearing attitudes towards scientific pet-keeping, by relationships with pet, June 2020
Understanding and equality is desired in pet-human relationship
Figure 30: Rearing attitudes towards understanding pets’ mind, by relationships with pet, June 2020
Only half pet owners try to seek quick solutions
Figure 31: Rearing attitudes towards smart robot pets, by relationships with pet, June 2020
Figure 32: Rearing attitudes towards easy pet-keeping, by relationships with pet, June 2020
SPENDING ON PETS
Spending on pets is no longer dominated by diet costs 
Figure 33: Spending on pets, by categories, June 2020
Figure 34: Pet specialised page on DIAN PING app
Spending on dogs is slightly higher than for cats
Figure 35: Spending on pets, by pet ownership, June 2020
Health and beauty: pedigree pets need more care
Figure 36: Spending on pet healthcare and beauty and leisure – One dog only, June 2020
Figure 37: Spending on pet healthcare and beauty and leisure – One cat only, June 2020
Smart solutions in pet home supplies are demanded by pet owners with higher income
Figure 38: Spending on pet home supplies, by household income, June 2020
Figure 39: VARRAM pet robot
PET-RELATED ACTIVITIES
Pet-oriented activities both online and offline 
Figure 40: Activities with pets, by pet ownership, June 2020
The rise of “social petworking” among Chinese pet owners 
Figure 41: Social activities with pets, by age, June 2020
Families enjoy going outdoor with pets
Figure 42: Travel with pets, by marital status, June 2020
Owners in upper tier cities are willing to gift their pets 
Figure 43: Pet gifting, by city tier, June 2020
DESIRABLE SERVICES
Pet health-related services are of high demand
Figure 44: Desirable services, June 2020
High spending on healthcare drives the awareness of proactive healthcare
Figure 45: Desirable healthcare services, by spending on pet health care, June 2020
Expenses are not the reason why convenience-related services are not popular
Figure 46: Desirable convenience-related services, by household income, June 2020
Innovate extra activities to engage with pet owners
Figure 47: Desirable offline activity-related services, by pet ownership, June 2020
INFORMATION AND PURCHASE CHANNEL
Comprehensive shopping website remains the major purchase channel with information channels increasingly diversified
Figure 48: Information and purchase channel, June 2020
Social channel welcomed by pet lovers - though less purchase
Figure 49: Information channel, by relationships with pets, June 2020
Figure 50: Purchase channel, by relationships with pets, June 2020
For family pet owners: ease online shopping, while promoting offline shopping leisure
Figure 51: Information channel, by marital status, June 2020
Figure 52: Purchase channel, by marital status, June 2020
Video websites attract 25-29s, and newspapers for 25-39s 
Figure 53: Information channel, by age, June 2020
Figure 54: Purchase channel, by age, June 2020
OTHER PET OWNERS
Small fluffy animals favoured by female aged 18-29; fish and birds are prevalent among males in their 40s
Figure 55: Other pet ownership, by gender and age, June 2020
Opportunities lie in premium home supplies for owners who only have fish
Figure 56: Spending on pets, by categories, June 2020
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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