Shake small animal money case study, pet short video cash ideas

A friend has recently been wanting to have a pet, but is torn between having a dog or a cat. Dogs are more humane and they are very loyal; cats are more independent and don't have to walk them on purpose. I'm a bit puzzled, she clearly did not like cats and dogs before small animals, how suddenly want to have a pet? She said she is now living alone in a rented house, and when she is off work, she stays alone and feels a bit lonely from time to time, so she also wants to have a companion to keep her company.

And she's been brushing up on her Jieyin a lot lately, and she's seen a lot of short videos about pet cats and dogs, and she thinks the kittens and puppies in the videos are so adorable and fluffy, and she feels especially compelled to hold them. In fact, from the friend of the thing can be seen, the current pet industry prospects are still relatively considerable, the face of the market is also very large.

Prospective analysis of the pet industry

1. Industry penetration rate is broad

Relative to the United States, China's pet industry is in a period of rapid development, the future of the space is more broad. The following chart records the pet market size in China from 2012-2018.

You can intuitively see that the size of China's pet market is increasing year by year over the years. At present, the proportion of families with pets in China accounts for about 6%, which is far from developed countries such as the United States and Canada, indicating that there is a vast space for the improvement of pet penetration in China.

2. Population aging push

In 2018, China's population aged 60 years and above was 249.49 million, accounting for 17.9% of the total population, of which 11.9% were aged 65 years and above.

Pets can replace children to accompany the elderly and relieve their boredom. Officials predict that in the next decade, China's aging will enter a phase of rapid enhancement. At present, the proportion of elderly people in China who have pets is still relatively low, and there is still considerable room for improvement.

3. Economic stimulation of singles

Young people in modern cities work at a fast pace, live under greater pressure, and have a higher proportion of singles. At present, China's inland unmarried population has more than 200 million people, the number of single people is huge, and now customary will be single people called "single dog.

At the same time, urban singles have enough economic base, strong consumption ability. They have the financial strength to keep pets, which can be their emotional and spiritual support, and the companionship of pets can also relieve the pressure from work and life.

4. Capital promotion

Pet industry-related industries began to force the layout, such as pet cremation and funeral services have now appeared. Derivatives, to all kinds of pet clothing and jewelry, and is expected to form an independent industry market.

And, to pet service enterprises began to enter the industry constantly, including intermediary, logistics, and even pet tourism and other forms of business. Pet industry is very big, first we should do product segmentation, crowd focus. For example, you from the entire pet industry, to find the dog this segment, is the crowd focus, because the scope is too wide instead of difficult to form a vertical degree.

Because of the words of friends, the current short video industry is also developing very well, if the short video and pet industry combined? The use of short video to do promotion and publicity, it should be very promising! Before doing this project, to study the short video platform. As far as the short video platforms on the market are concerned, Jitterbug should be the most popular. And Jitterbug is precise recommendation, you often watch pets will give you recommended videos about pets.

How does it work on Jitterbug?

1. Send short videos of pets

In fact, those who often brush Jittery Voice have seen a lot of videos of filming pets, there are specifically to tease them, but also unintentionally record the pet's cute state, you can learn a little from some of them. For example, the cat's lazy state is very provocative, I remember that before I brushed a video on Jittery Voice, it has been an orange cat lying on the sofa, stroking its own hind legs with its front paws, and its eyes are very flirtatious. Many people said in the comment section: mom, I was teased by a cat.

And, I found that there are already a lot of such users on Jieyin, and she usually posts some particularly cute and adorable pet videos. Her homepage left information and contact information for her store, which is a store specializing in experience pet supplies.

She gained 24.8w followers after posting only 37 videos about pets, which is enough to show that users are very good at this aspect of the video. But she didn't open the function of product window, she just used the Jieyin number as a tool to attract traffic to WeChat and public number.

2. Layout of the commodity window

There are also some people who have opened the commodity window, so they directly insert the products about pets into the commodity window. So how do we lay out the product window and what products do we put in it? You can see the picture below, he shot a lot of short videos about pet dogs, the merchandise window put some dog food, canned food, diet tablets, prevent the dog from getting skin disease medicine, etc., but did not put other goods.

From the screenshot, we can find that just these dog-related videos have given him 209w fans. This shows how popular these types of videos are on Shake Shack. And the stuff in his merchandise window is all about dog food and supplies, which increases the weight of your account to a certain extent, and the platform will prioritize recommending your videos, increasing the exposure of the videos, which will increase the purchase conversion rate to a certain extent.

Of course, in addition to these goods, you can also put some pet toys, decorations, etc. inside the commodity window, as long as it is related to pets can be put. You can't put something unrelated, which will only make people think you're not focused enough. There are also like the one above who posted a pet video, especially cute, people who have seen the video are saying that the dog is so cute, want to carry away. In fact, you can also directly insert the purchase link of the pet in the window of the goods, or divert these people to WeChat for pet trading.

3. Cashing in on the target group

Because we are doing publicity and promotion for pets through short videos, marketing and selling to those who like pets, so know your enemy and know yourself in order to fight a hundred battles. You should have to know what kind of people are suitable for what type of pets, and what are the characteristics of those who love this kind of pets. There are also different age groups that will have different preferences for pets, so it is even more important to think about it.

As you can see from the chart above, people between the ages of 18-30 years old have pets for more than half of the entire population, so you can focus on this age group. Based on this age group, one can analyze what kind of pets are more suitable for them. So, one should focus on the preferences of this age group while shooting the video, because only by pitching in can they willingly shell out their money.

Most of this age group are college students and office workers, which are relatively young. Some students have just started college and are more relaxed academically and have more time after school, so they may choose to keep a pet to pass the time. Office workers may just have a stressful job and keep a pet to relieve their stress. Like the young people nowadays, they may prefer light-hearted and funny videos, like some videos with pets messing around and playing games may be more attractive to them.

Suitable for people

This program may be more suitable for people who have their own pet stores or online stores, because they often deal with small animals, so they are more aware of what kind of pets are suitable for what type of owners. Various types of pets can be inserted into the Jitterbug store, and users who like them can directly order them. There are also those who have their own pets, may have a better understanding of the psychology of people who love pets, like this type of people can be inserted in the jitterbug store pet snacks, medicines, suitable for pets to play with toys, pet clothing and other goods.

Doing this project may be more cumbersome preparatory work, as the saying goes, "sharpening the knife is not a good idea, when the direction to find the right, really do the project will be in mind, in the face of some of the situation can also be a good solution. In fact, no matter what aspect of the project, as long as they like the direction, insist on doing, do not change an idea a day, can find the right direction and make achievements.