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The "618" promotion has entered the second half, and data from major e-commerce platforms shows that pet consumption is showing strong growth momentum, with live streaming e-commerce becoming an important driving force.

On June 11th, Li Jiaqi's live broadcast of the "618" promotion showed that the sales of pet products increased by 73% year-on-year, with cat food and dog food accounting for 92% of the total sales of pet products. The coexistence of essential stockpiling and consumer upgrading demands reflects the transition of pet consumption from basic "food and clothing" to "quality" under the popularization of scientific pet raising concepts.

The coexistence of essential stockpiling and consumer upgrading needs

Stocking up pet food during the big promotion has become a shopping habit for most pet owners, "said a staff member from Li Jiaqi's live streaming room. Based on long-term insights into consumer habits and preferences, 87% of the" 618 "pet product inventory this year was composed of pet food.

While pet consumption continues to grow, changes are happening. Scientific indicators such as ingredient technology, applicable stages, pet breeds, and body size differences are replacing brand halo as the core decision-making factor for consumers. This year's 618, in order to make pets eat healthier, Li Jiaqi's live broadcast room not only considers the diversity of formulas and processes in pet food selection, but also selects pet health products and medicines with strict standards to fully meet the health needs of "furry children".

When the proportion of pet owners born in the 1990s and 2000s reaches 67%, the role of pets as emotional members of the family is increasingly strengthened, driving consumer demand to evolve towards intelligence and personalization. The "618" promotion has also become an opportunity for pet product "consumption upgrading".

In Li Jiaqi's live broadcast room, the sales of intelligent pet supplies such as fully automatic packaging cat toilets and smart feeders are impressive, becoming another hot spot for pet consumption growth besides pet food. This type of product can not only improve the quality of life of pets, but also meet the needs of pet owners for convenience and technological sense in raising pets, "said the staff of Li Jiaqi's live broadcast room.

With the transformation of pet roles into intimate partners deeply integrated into daily family life and participating in co building lifestyles, pet products that combine practical functions and emotional value are more favored by pet owners compared to single functional products. During the 618 shopping festival, the Naiwa co branded pet urine pad achieved a new high in sales in Li Jiaqi's live broadcast room, thanks to its cute and playful design and the concept of "love and companionship" it conveys.

From family spaces to outdoor scenes, the reconstruction of physical boundaries and emotional connections through the coexistence of humans and pets has also given rise to new pet consumption scenarios. Currently, traveling and camping with pets has become an indispensable part of vacation planning for many pet owners.

Domestic pet brands are favored

In recent years, the pet economy has continued to heat up, with a market size exceeding 300 billion yuan. At the same time, domestic pet brands are accelerating their rise. During the 618 shopping festival, among the top 10 pet category sales rankings in Li Jiaqi's live streaming room, domestic brands occupied eight seats, becoming the "quality first choice" for pet owners.

In order to enable pet owners to purchase products that are more suitable for their own "furry children", during this year's "618" period, Li Jiaqi's live broadcast room specially held a "small classroom" for "furry children" in the pet product special live broadcast. Based on the applicable stages, breeds, and body types of cats and dogs, the types of pet food that are suitable for them were disassembled, allowing consumers to choose pet food according to their beloved pets' needs.

Li Jiaqi's live streaming room not only "outputs" science popularization to consumers, but also resolves consumer information asymmetry. Its investment and product selection team will provide real-time feedback to the brand based on users' opinions on formulas and functions after professional analysis and judgment, promoting rapid product iteration.

As a "pet friendly live streaming room" recognized by consumers, the Bibi dogs of the Naiwa family, the puppies and cats of the broadcasters, are all "regulars" in Li Jiaqi's live streaming room. The anchor and pet investment selection team in Li Jiaqi's live broadcast room are also better able to empathize with consumers' perspectives to understand their needs and screen products.

The exploration of how to make beloved pets eat scientifically and live comfortably confirms the fusion effect of professionalism and temperature. When millions of pet owners press the "confirm button" of trust for domestic products here, it is quietly reshaping the future prospects of China's pet economy.