“它经济”持续升温，成为消费领域新蓝海！上海市宠物经济消费调研报告出炉

Core Insights - The report reveals significant changes and challenges in the pet economy of Shanghai, highlighting a shift in pet ownership from functional to emotional connections, with the market size surpassing 100 billion yuan [3][4]. Group 1: Consumer Behavior - Pet owners in Shanghai increasingly view pets as family members, with over 80% considering them emotional companions and willing to pay premiums for health, convenience, and experience [4][5]. - The demographic analysis shows that individuals born in the 1990s and 2000s account for over 80% of pet owners, indicating a trend of younger generations treating pets as children [4]. - Monthly pet spending averages between 500 to 1,000 yuan, with an estimated annual market size of 23 to 25 billion yuan [5]. Group 2: Spending Patterns - The largest portion of pet spending, approximately 70%, is allocated to staple food and snacks, with fresh food and customized diets experiencing the fastest growth [5]. - Health care represents the second-largest expenditure, accounting for about 20% of monthly spending, with an average single treatment cost of 385 yuan, leading to perceptions of high costs among over 77% of pet owners [5][6]. - Service experiences, including grooming, boarding, and training, make up around 10% of monthly spending, with non-essential services becoming increasingly viewed as necessities [6]. Group 3: Market Trends and Challenges - The pet economy in Shanghai is characterized by high market maturity, large consumption scale, and comprehensive business models covering the entire lifecycle of pets [6]. - Key challenges identified include insufficient service standardization, low transparency in medical services, and a shortage of professional talent [6]. - The concept of "pet-friendly" is gaining traction, with over 46 pet-friendly parks and shopping centers emerging, indicating a shift from concept to practice [6]. Group 4: Recommendations for Improvement - The Consumer Protection Committee suggests that service providers should enhance price transparency, particularly in the medical sector, and offer clear pricing and treatment plans [8]. - Recommendations include optimizing service models to provide one-stop services in community areas and upgrading service concepts to emphasize emotional value in services like photography and memorials [8]. - It is advised that brands improve product descriptions for better consumer understanding and establish physical connections through pop-up stores and partnerships with boutique pet shops [8].