最近发现一种特别6的消费模式，叫【小样经济】。 护肤品要小样，香水搞试用，猫粮都买试吃包。 先试再买，不试不买。 这是半佛仙人的第1873篇原创 1 一代人有一代人的消费哲学。 当然试了也不一定买。 跟热爱招实习生的老板们共享同一个精神内核。 极端型选手连买房前都要先租同小区测物业、验邻居，把风险摁死在摇篮里。 很多人觉得，这就是薅羊毛，是"花半小时抢5毛钱优惠券"的赛博要饭。 格局小了。 【 小 样 经 济 学 】 的 本 质 不 是 贪 小 便 宜 ， 而 是 花 小 钱 办 大 事 ， 小 投 入 避 大 坑 的 【 消 费 雷 达】。 2 消费，对于大多数人来说，是生活边界的延伸。 你网购消费，买的都是米面粮油这些必需品吗？ 不不不，大多数人买的是护肤品、化妆品、衣服、手机、宠物粮这些用来拓宽生活边界的 产品。 一般人网购消费的目的，往往不是【维持生活】，而是想【尝试】。 大家就是想换个活法，让生活有一点多样性，让枯燥的人生支棱起来，从社会的牛马变成 生活的主人。 你天价购入的成猫猫粮，两个月的小猫吃完拉得比螺蛳粉拌鲱鱼罐头都要冲。 你想退款，但看了一眼已经拆封的包装，又默默地点了确认收货。 是，衣服 ...

Core Insights - The pet consumption market in China is experiencing rapid growth, with a projected market size of 1,668 billion yuan in 2024, reflecting a year-on-year increase of 7.54% and expected to exceed 1,755 billion yuan by 2025 [1][2] - The pet industry is characterized by a shift towards high-end and differentiated products, with a significant portion of young consumers actively participating in pet ownership [1][3] - The market remains fragmented, with the top 10 companies holding only 24% market share, indicating a lack of brand consolidation compared to markets in the US and Japan [4][5] Industry Trends - The demand for pet food is evolving from basic sustenance to high-quality nutrition, with a focus on specialized diets for different health needs [2][3] - E-commerce platforms are seeing a surge in high-value pet product sales, with Tmall's pet segment achieving over 50 billion yuan in annual transaction volume and maintaining double-digit growth [2][3] - The number of new businesses in the pet sector has increased significantly, from 25,000 in 2014 to 1.895 million in 2023, reflecting a compound annual growth rate of 54.9% [4] Competitive Landscape - The industry is described as a "wild west," with a low concentration of market share and challenges such as counterfeit products and unclear quality standards [5][6] - Companies are focusing on innovation and brand differentiation to establish competitive advantages, with significant investments in research and development [5][6] - The trend of premiumization is evident, with brands targeting high-net-worth consumers and developing specialized products to meet diverse consumer needs [5][6]