Market analysis of pet products?

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Tisch

At present, keeping pets has become a fashion, including dogs, cats, pigs, rabbits, fish, ducks, geese, birds and turtles. According to the statistics of registered pets in the city, by the end of 2009, the number of pet dogs in China alone had reached 80 million. Together with unregistered "black dogs", the number of pet dogs in China has reached 65.438+0.5 billion, while there are 40 million domestic cats. The sales of the pet industry is expected to be 40 billion yuan.

With the continuous improvement of living standards in China and the shrinking of family size, keeping pets has become a part of the life of more and more urbanites, and the pet consumption in China has also formed a scale, showing great potential. The domestic pet market has entered a period of rapid development. Consumers' huge demand for pet services is constantly expanding, and the demand for investment is also relatively increasing. In recent years, the number of cats and dogs raised by urban and rural residents in China has increased dramatically. Pet hospitals, pet shops, pet beauty salons and other pet-related industries have also developed rapidly. As the industrial chain of the pet economy, the pet food industry has also become one of the fastest growing consumer goods industries in China.

In recent years, the pet food market in Asia has developed rapidly, among which the pet food market in China is the strongest. The improvement of lifestyle and living standard, as well as the launch of new products, have increased the sales of pet food market in China. International experience shows that as long as a country's annual per capita GDP reaches 3000-5000 dollars, the pet food industry will grow at a high speed. Now, the annual per capita GDP of some cities along the eastern coast of China has reached the above standards, and pet food has also begun to enter middle-and high-income families. With the rapid development of China's economy and the renewal of modern consumption concept, pet food will inevitably penetrate into families with better domestic economic conditions.

The pet food market in China has entered a period of vigorous development. In China, more and more people keep pets. At present, Beijing, Shanghai, Guangzhou, Chongqing and Wuhan are the five recognized "pet cities" in China. There are at least 200 million pets in China, and the number of pet owners in China will increase explosively in the next decade.

With the increase of the number of pets, a series of related industries have emerged around the pet economy, such as pet food, pet supplies, pet medical treatment, pet beauty industry and so on. In recent years, pet matchmaking, pet funeral, pet foster care and other emerging industries have emerged.

However, at present, the scale and technical level of China's pet industry are far behind developed countries, and the brands of pet-related manufacturing enterprises are missing, and the circulation, production, research and development of enterprises are missing. Moreover, due to the lack of management of the pet industry in China and the huge profit temptation of the pet industry, the pet industry in China has made huge profits and the market competition order is chaotic.

China's pet industry should constantly introduce new varieties, strengthen the research and development of pet food and supplies, cultivate the pet market, open up communication and trading channels for pets and their supplies, provide necessary daily necessities and appliances for pets, and guide the production and consumption of pets; At the same time, * * * departments should strengthen the construction of legal system and create a good and orderly competitive environment for the development of pet industry.

At present, the domestic pet market has entered a period of rapid development. With the increase of the number of pets, the huge consumption demand of pet services is expanding, and the investment demand is also growing relatively. China's pet industry will take a new step. This has also greatly developed the pet-related industries. Food is the most important thing for people. Similarly, the peripheral consumption of the pet market is mainly concentrated on the consumption of pet food. Therefore, the pet food market in China has also become a cornucopia of major food producers at home and abroad. China's growing pet food market has caused competition from international giants, who have increased their investment and publicity in the China market. After several years of development, domestic pet food enterprises have gradually gained a foothold and have the strength to compete with internationally renowned foreign brands. However, almost all pet foods in the domestic market emphasize nutrition and function, and all kinds of brands follow suit, subdividing products according to dog breeds and age groups, and focusing on dry food. Bottled water for pet nutrition is currently in the market gap. Pet drinking water originated in Europe. Because it can ensure comprehensive nutrition, give pets calories and regulate their body temperature, it has quickly become popular in Europe and America.

It is predicted that in 20 10, the global annual sales of pet food will reach 51500 million US dollars, and the market share of pet food in economically developed regions such as North America and Western Europe will gradually decrease, while the market in Asia, especially China and Latin America, will grow rapidly.

China's pet food market has great potential. Less than 5% of cats and dogs kept by urban residents in China are fed with processed pet food. The increasing number of pets in China will bring more business opportunities for domestic and imported pet food. In the next five years, the pet food market in China will grow at an average annual rate of 50%.

extreme

At present, as far as the pet products market in Taiyuan is concerned, there are some phenomena, such as lack of product varieties and insecure quality. We chose to open this store in order to occupy the market in advance, launch different promotion schemes, make consumers agree with us, form a good reputation, start our own brand, improve our business situation and expand our scale. This plan is aimed at the marketing of pet products entering Taiyuan market, and I hope this plan can achieve the expected purpose.

First, the planning purpose

In order to better serve the vast number of consumer groups and obtain a relative profit return, thus expanding the scale of our store.

Second, environmental analysis

Advantages: 1, low cost and large profit margin.

2. The goods are put on hold.

3. Less capital investment, low technical content and low risk.

4, small shop management, easy to adapt to the market, change the mode of operation, adjust the product structure.

Disadvantages: 1, starting a business for the first time, lack of experience.

2. Being involved in the pet industry for the first time, I don't know much about pets.

3. The sources of funds are not wide.

Opportunity: 1. As the pet industry is a new industry, the market demand is not saturated, so we have the opportunity to seize more market share.

2. The market consumption capacity is high, and the people's income level is improved.

3. The potential market is huge.

Threat: 1. The pet industry is greatly affected by economic fluctuations.

2. There is a certain competitive threat in Taiyuan.

3. Consumers are middle and high-end consumers, and they will distrust our store at first.

Third, the target market

Our target groups are one-child families, white-collar workers and the elderly in large and medium-sized cities. The income level belongs to the upper middle class.

Fourth, market segmentation.

census

Breakdown by age:

People aged 3-20 are mostly only children in cities and need animals as playmates. Most parents will also meet their children's needs.

20-30-year-old urban white-collar workers, some white-collar workers will choose to keep pets to express their feelings because they are alone. When they can't take care of their pets because of work, we will provide full-time care and nursing for their pets.

Old people aged 50-70 will treat their pets as their own children because their children are not around, and they are more willing to spend for them.

By family income:

Those who earn less than 3,000 yuan a month mainly buy some food for pets, or cheap pet razors or toiletries, toys, etc.

With a monthly income of 3,000-5,000, I will buy food, clothes, toys, toiletries and pet houses for my pets.

If the monthly income is more than 5,000 yuan, food, clothing, toys and toiletries will also be given to pets outside the pet house.

Second, psychological subdivision.

People keep pets now because their living standards have improved and they have the ability to spend for them. At the same time, they also want to alleviate the loneliness of the only child and parents. Moreover, keeping pets has become a fashion now, and vanity and comparison psychology have also prompted them to keep spending for them, because pets now can fully reflect the status of their owners!

The future development trend of verbs (abbreviation of verb)

At present, there are not many pet shops in the market, which proves that the market is not saturated, and most consumers are high-income people, and pet products are also high-consumption goods, with considerable development prospects and strong product types. According to the different requirements of different people, there is a vacancy in the pet products market, and the company can develop new types of pet products to meet the various needs of different people. So this industry has great development potential.

Tisso

1 product mix

Services provided and products sold

Services: beauty, hairdressing and medical treatment.

Main products: pet food, biscuits, feed, dried chicken, canned fish and shrimp and other staple foods.

Among pet snack foods, domestic feed is cheaper than domestic feed, generally around 6 yuan per catty, while the price of imported pet food is generally 10 times that of domestic feed.

Pet fashion: hooded protective clothing, waterproof leather jacket, auspicious Tang suit, etc.

Pet supplies: pet rubber balls, tableware and water utensils, neck straps, dog tags, pet chains, ropes, dog houses, pet beds, pet rubber balls, rice bowls, pet combs, etc.

Pet care products: pliers for nail trimming, toothbrush and toothpaste for cleaning and beautifying, and shower gel for bathing.

Strategy:

Every month, some promotion schemes will be launched to attract more customers. Membership system can be established at an appropriate time, so that members can enjoy more rewards and value-added services. You can organize outdoor pets to go out for activities several times a year. When you open a pet store, you should set up a refund mechanism to operate it. If you are not satisfied with the service or product, you can go back to the store and ask for a job change or a product change. Pet food and various consumables must be rotated to ensure the supply of goods. The implementation of the points system has given certain types of product discounts to old customers and special sales once a month, which has also strengthened the attraction to new customers.

2 product brand strategy-mainly adopts brand ownership strategy

Our products pay attention to the seller's own brand, and establish their own brand image through good sales and service, thus attracting customers and manufacturers.

Logo trademark

3 product life cycle and its marketing strategy

Investment period-quick plunder strategy

Pet products have great market potential and many potential competitors, so it is necessary to establish brand image as soon as possible and occupy the market quickly.

Growth period-improving product quality

There are few local pet shops. When we open the market and enter the growth period, there will be many competitors. With the intensification of market competition, we have to further satisfy consumers and attract more customers by improving product quality!

Maturity-adopt the strategy of adjusting marketing mix

Because the competition will be more and more fierce, consumers' interests are often not single. In order to prevent our products from being replaced, we initially decided to make some price changes, expand marketing channels and attract more customers on the premise of ensuring the same product quality.

4 product price planning

1. Market environment analysis

A. Market demand analysis: At present, there will be more and more people keeping pets, which means that the market for pet products will gradually increase, and the consumption level of pet owners will generally be higher, so we will set the price a little higher according to market demand, but it is absolutely acceptable.

B. Consumer psychology analysis: At present, pets have become the symbol of their owners, so spending for pets is only to satisfy their vanity and comparison psychology, which is exactly what businesses profit from.

2. Pricing objectives

The pricing target chosen by our store is the medium profit target, because our store has just embarked on the track and it will take time to establish a corporate image. In order to realize the profit growth rate and ensure the long-term survival and development of enterprises, we can only pursue moderate profits and make them more acceptable to consumers.

3. Selection and method of pricing strategy

A. Pricing from consumer psychology

Reputation pricing-Our store includes many brand-name products.

Mantissa pricing-making use of consumers' psychology of seeking cheap is to make consumers feel real, credible and cheap about products.

B. Product portfolio pricing

Selected pricing-our product portfolio planning, buying our products will have different price schemes, and different consumption levels will also have different gifts.

4. Advertising activities arrangement

Our store mainly uses newspapers, radio, television, internet and outdoor advertisements, because we target a wide range of people, and each kind of publicity will involve different people.

The slogan: 1 will make you remember it once and for all!

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