猫双11宠物行业市占率达64%，“它经济”迎来国货黄金时代

Core Insights - The pet consumption market is experiencing significant growth, with Tmall leading in sales during the Double Eleven shopping festival, contributing 64% of total sales and achieving a high explosion coefficient of 280% [1][3] - Tmall's pet industry has maintained double-digit growth despite its scale advantage, with pre-sale amounts surpassing last year's total within just half an hour [3] - Domestic brands are increasingly dominating the pet consumption landscape, accounting for 68% of the brands that achieved over 10 million in sales on Tmall during the event [3] Group 1 - Tmall's pet industry has shown remarkable growth, with 18 brands achieving over 10 million in sales within the first hour of the Double Eleven event [3] - The trend of domestic brand replacement is evident, with brands like 麦富迪 and Toptrees showing significant sales increases of over 90% and 170% respectively [3] - The pet consumption market is witnessing cross-industry integration, with brands like Adidas and Xiaomi entering the pet apparel and smart drinking fountain markets, respectively [4] Group 2 - Since its upgrade to a primary category in 2021, Tmall's pet sector has experienced continuous high growth, doubling in scale and surpassing 100 million annual purchasing users [6] - The pet industry is entering a "platform ecosystem competition" phase, with Tmall's user base supporting both short-term and long-term growth through diverse consumer insights [6] - The rise of the "it economy" is expected to further solidify Tmall's leading position in the pet industry [6]