Shulou(Shulou.com)11/24 Report--

"some people already have both cats and dogs at a young age."

In the eyes of some people, the so-called winner in life is not having a car and a house, getting married, or having a successful career, but raising a pet at a young age and becoming a shoveling official. According to the 2021 White Paper on China's Pet Industry, the number of domestic dogs and cats has reached 68.44 million and is still growing.

What is more noteworthy is that some young people who regard their pet as "family" are also willing to spend a lot of money for cats and dogs. Such as Herm è s leather collar, Gucci pet nest, Fendi cat bag, Tiffany traction rope, etc., naturally there is no lack of the favor of these buyers.

If you think it's outrageous for young people to buy luxury goods for pets, you will be even more surprised to put the "it" economy in the basket of AI: the "winners" who are not satisfied with the status quo start spending money on smart wearables for cats and dogs in an attempt to turn their pets into "pet winners".

When the "it economy" encounters the wave of AI, is it new demand or "old wine in new bottles"?

01 "smart pet raising" is expensive. What are the latest intelligent pet products?

Is it a pet timing feeder, a timing water feeder, or a pet companion robot? In fact, none of the above products, most of them can only be regarded as "primary" automated pet products, and some have been slightly out of date.

To catch the attention of a new generation of shovel officials, merchants may have to tell some new stories: enter keywords such as "smart" and "pet products" on the e-commerce platform, and many so-called "smart" pet products can still be found. but a new toy that has caught the eye of young shovel officials has emerged: the smart collar used by pets is undoubtedly the most popular product.

"in the last three months, pet smart collars have replaced timing feeders as the best-selling item in our store." Sherry is the operations director of an e-commerce company for pet products in Shenzhen. According to her, the company's online store has sold nearly 200 pet smart collars every day since June this year, and consumer demand is gradually increasing.

According to Sherry, the smart pet collar can monitor the pet's daily movement data, rest and sleep time. Through Bluetooth and connecting to the mobile phone, owners can also view real-time data such as pet calorie consumption and daily schedule. "if you are worried that your pet is too obese, it is really practical to make an exercise plan."

Among them, the advanced version of the collar even has a GPS location function, and the shoveling officer can check the pet's current location on the smartphone and set up an electronic fence to prevent cats and dogs from losing when they go out.

So, is the pet smart collar expensive after all? At present, the price of the ordinary version is usually about 50,100 yuan. As for the premium version of the collar, the price ranges from 300 to 500 yuan, and if the replacement problem after bumping and defacing is taken into account, there will be a lot of expenditure over the course of a year.

"the upcoming new generation of pet smart collar has more functions, and the company is talking about agency rights." According to Sherry, the next-generation pet smart collar can also monitor the heartbeat, respiratory rate and blood oxygen levels of cats and dogs in real time. With the algorithm analysis on App, shovel officials can know the pet's current movement, health status and even mood, to a certain extent, improve the owner's perception of the pet.

In addition to the smart collar shared by cats and dogs, the company has also developed an intelligent cat litter basin specially developed for cats. "in the past, the automatic cat litter basin could only automatically clean up the cat litter after defecating, but now the intelligent cat litter basin can also automatically record the time and frequency of cats going to the toilet, and some intelligent cat litter basins can better record the amount of excretion." Sherry said that owners can obtain detailed health status of cats after App analysis.

For example, if the amount of urine is reduced, it can be concluded that the amount of water consumed by cats is on the low side. If it is a male cat, a low amount of water will often cause stones. Detection as soon as possible can avoid the occurrence of cat stones. If the cat defecation frequency is on the high side, but the defecation volume is on the low side, then consider constipation, adjust diet or treatment in time. Of course, the smarter the cat litter, the more expensive it is. At present, the prices of mainstream intelligent cat litter basins range from 1500 to 5000 yuan, and more "advanced" iterative products are also planned.

Body fat, blood oxygen, stones, heartbeat status, "diet adjustment" and early treatment. These words should be no stranger to people who have been to the physical examination center, but will it feel a little weird that they all appear on the intelligent pet products of cats and dogs? Will some netizens say that this is another "IQ tax" for hairy children?

At the very least, shoveling officials have to pay a high price if they want to achieve "smart pet".

02 is "old wine in new bottles" again? See here, careful friends may find that pet smart collar movement data, work and rest time, heartbeat rate, blood oxygen content detection and positioning and other functions look very familiar. Yes, similar functions are common in our daily smart bracelets and children's watches.

As for the smart cat litter basin, it may just be the "low-end pet version" of the smart toilet with health monitoring function. Perhaps, some start-ups and enterprises just "copy" some mature human intelligent wearable technology to pet products, in order to label ordinary pet products with "intelligent" labels and sell them again.

"the principle of a pet smart collar monitoring movement, routine and rest is actually exactly the same as a human smart bracelet." Kang Hai, a former product manager at a pet products factory in Dongguan, said that the core component of the smart collar, which was popular in recent years, was also a gravity acceleration sensor.

Through the gravity acceleration sensor, the pet smart collar can record the data of cat and dog movement. if the sensor cannot record the motion data for a long time, it defaults to rest and rest, thus obtaining the pet's so-called work and rest time.

"as for the collar positioning function, the truth is the same as children's watches, through the 3G network to achieve communication." Kang Hai said frankly that parents with school-age children at home are naturally no stranger to the fence function of pet smart collars. The only function with a little "threshold" is to monitor the heartbeat and blood oxygen of pets.

After all, the infrared reflection sensor on the smart bracelet can easily measure human heartbeat and blood oxygen information, but infrared light cannot penetrate the thick pet skin, so the newly developed smart products have to be detected by miniature radar sensors. "however, there are already some mature solutions in the industry."

Although most of the functions of smart collars for pets are "copied" from human smart bracelets, the price is several times or even ten times that of ordinary smart bracelets. The reason is that intelligence is a new gimmick in the field of pet products.

"many pet owners don't want to use smartwatches, but spend a lot of money on them. Why don't businesses make this money?" Kang Hai said that once a pet is kept, consumers who regard it as a "family" will often try their best to give their pets the best enjoyment.

In particular, office workers and young white-collar workers will use the way of "chopping hands" to make up for the lack of pet care on weekdays, thus giving birth to a hundreds of billions of pet consumption market.

According to the Research report on the Development of Pet Industry and consumers released by Ai Media Consulting, China's pet industry will be 493.6 billion in 2022, an increase of 25.2 percent over the same period last year, and the market is expected to reach 811.4 billion yuan in 2025.

Some industry analysts believe that people with certain spending power will not only meet the basic physiological needs of pets, but also increase many subdivided consumption items, including cleaning care, toy clothing, health care, and so on. This also seems to point out the direction for the intelligent wearable industry.

Some people in the smart wear industry have proposed that, limited by the development of intelligent technology, since 2021, the growth rate of the smart wear market has continued to slow down, and wearable devices have entered the upgraded stock market competition. as a result, there are smart wearable start-ups and enterprises, aiming at the pet products market full of incremental opportunities.

So, is "copying" the mature technology of smart wear to the field of pet products an ideal way to realize "one thing, two sales" with "old wine in new bottles"?

In fact, in addition to "new bottles of old wine" smart pet products, there are many smart home products also hold up the pet "intelligent" marketing banner.

03 smart homes should also be exposed to pets. Who would have thought that smart homes, which are in difficulties in their development, will also begin to be exposed to the light of the intelligent label of "pets"?

Xiao Qi (pseudonym), the e-commerce operator of a smart home company in Hangzhou, Zhejiang province, revealed that his company's main product is intelligent sweeping floor treasure and is also planning to move closer to the pet market.

At present, there are four products on sale in the company's e-commerce stores. However, because it is not a first-tier brand in the industry, the online sales of the company's products have been mediocre. "after June 1, colleagues in the sales department suggested that the pet market is very hot at present, so it would be better to change the selling point of sweeping Dibao and touch it with intelligent pet cleaning products, so we added the availability of 'pets' to the promotion copy and added several gadgets. Sales have nearly doubled in the past two months." She couldn't help being overjoyed when she talked about the company's sales record of sweeping Dibao last month.

After adding the labels of "available for pets" and "smart cleaning", hundreds of smart floor sweeps were sold in the hottest week. As a result, the company hurriedly informed other e-commerce agency teams to change the keywords of product promotion, and let the contract factory start with the next batch of products and print the promotional elements of long-haired cats and dogs on the packaging.

So, will the pet marketing of intelligent sweeping treasure "touch porcelain" involve false propaganda? She waved her hand and smiled that it was not a big problem. In her view, the current mainstream intelligent sweeping treasure supports pet hair collection, adsorption and cleaning, "but most products do not take this function as the main selling point."

Also familiar with this truth is a smart home factory in Baoan, Shenzhen. A Hai (pseudonym), who is in charge of the factory, revealed that the factory mainly produces smart speakers and home webcams, as well as its own brand. however, although the price of its own brand is cheap, online sales are not high.

"before, I saw some reports saying that the'it economy 'has a market size of hundreds of billions, so I had a whim to let intelligent speakers and network monitoring be associated with pet owners to form a differentiated competition with the products of their current peers. Anyway, the original sales are not high. Dead horses are treated as live horse doctors."

A Hai said that the factory's "transformation" of intelligent pet products is also very simple, with the same thing, just adding the slogan "intelligent pet accompany monitoring" to intelligent speakers and webcams. Home network monitoring locates entry products, while intelligent speakers with small screens serve as the advanced flagship version of pet intelligent management.

At the same time, they have changed a set of new interfaces to the "public domain" UI on intelligent speaker calls and network monitoring App, highlighting the pet elements and turning themselves into intelligent products under "its economy". Besides taking care of homes and homes, intelligent speakers and network monitoring have added a new selling point of "owners accompanying pets remotely."

"sales are very good, especially smart speakers. About 3000 units have been shipped in the last two months." Due to the enthusiastic response from the market, A Hai's next step is to add wheels to the smart speaker and a motor to follow the pet movement. "I was thinking recently that it would be easier to sell if a set of pet mood monitoring (new function) could be developed.

In conclusion, keeping pets has become an important way for urban people to relieve loneliness, enjoy life and find happiness. The hundreds of billions of "its economy" spawned by various needs is attracting a large number of entrepreneurs and related enterprises, including blindfolded and opportunistic people.

Some products may be "old wine in new bottles", while others are out-and-out "IQ tax". As for whether it is "hard to buy money with a good heart", we can only expect each shoveling official to have a scale in his mind to avoid spending money and not getting things done. It is said that AI is a basket. After exhaustive research on human consumption scenarios, it is not surprising that some companies began to lay their hands on pets.

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