Luxury brand launches pet product lines, 18,000 pet beds of doghouses!Is the pet series of luxury brands be easy to use?

In May, the luxury brand Celine launched the first pet supplies series, and the Yorkshire dog Nimo, who lived in Paris, experienced it as soon as possible. Nimo, who put on the new collar, is happy and happy, but in less than a day, the tags printed with the Silin logo on the collar drop.

Under the blessing of brand halo, many dogs and NIMO wearing Silin's collars early. On social media such as Xiaohongshu, the evaluation of this circle is mainly high value, but it is wide and stiff, and the smaller pets are slightly discomfort after wearing.

Despite the lack of professionalism in luxury brands, pets still attract more and more players to enter. Following Silin, Gucci also launched the first luxury pet lifestyle series at the end of June, covering products such as clothing, tableware, travel bags, mini sofas. In the past three months, Hugo Boss, a high -end clothing brand, and Tommy Hilfiger, have also announced that they will cooperate with Irish high -end pet products Kanine to launch the first pet series.

In China, the young pet owner with strong economic strength supports half of the pet market. The "White Paper in China's Pet Industry in 2021" released earlier this year shows that the size of the pet dog market in 2021 was 143 billion yuan, an increase of 21.2%year -on -year, and the size of the pet cat market also exceeded 100 billion yuan.

At the moment when economic growth has slowed down, luxury brands have been looking for new growth momentum. In addition to the price increase, it is also a way to open up a new product line. Earlier, luxury brands such as Louis Vuitton, Hermes, Dior, Prada, Versace, and Fentndi have first launched the pet product line, but it seems that these products have not brought significant growth.

Lack of professionalism

Even for luxury brands, it is not easy to make pet supplies.

A consumer told First Finance that Hermès's dog's nest price was as high as 18,000 yuan, without leather materials, but a lamb pads with lamb pads, and some of the wooden thorns remained. Pet clothing launched by luxury brands does not have multiple sizes like a garment. The propaganda maps usually use petite petite and slender limbs as models as models.

There are fewer products that can be used in medium and large dogs, and 28 pounds of CANO drill any luxury brand pet bags or pet clothes. Because traveling in cold areas requires warmth, it can only wear the largest union of the short one to favor dog down vests. Fortunately, the vest is large, and it can still act freely after opening the button. Cano's owner tried to find substitutes with similar quality, but did not succeed. The other two cats in the family were more interested in grabbing, climbing and toys.

For these fashionable pet products, cats and dogs with a sensitive sense of smell have their own "appraisal" standards. Perhaps because of the special smell of the leather, Nimo has a soft spot for Louis. After the owner went home, it always enthusiastically picked up Louis Vuitton's shopping bag, which was indifferent to the products of Dior and Silin. "NIMO may not be able to identify Louis Vuitton", Nimo's owner Lao Dongzi joked.

Need to book or distribute

Louis Vuitton and GOYARD are the earliest luxury brands involved in the pet economy, with a history of more than 90 years.

Louis Vuitton's most classic pet supplies are DOG Carrier 50. Also from France opened a pet supplies store in Paris, selling colors, traction ropes, pet bags, pet bowls, etc. for various colors. The variety is complete, and the price is high. Lao Dongzi told First Finance that 5 years ago, he bought a trumpet collar of Louis Vuitton at 260 euros in Paris, and at that time, the similar style of elegant style was close to 500 euros.

For consumers with "grass", these fashionable items often need to be scheduled or distributed. Taking Louis Vuitton as an example, on the brand's official website, only the DOG Carrier 40 pet bag can be found, priced at 28,000 yuan. Even in Paris, stores are not always available. Nimo's collar was scheduled for two weeks before getting it. The old Dongzi couple also customized pet bags for it, but gave up because they needed to wait for 6 to 8 months.

Except for the kernels from small to big, Hermes's kernel is Nimo's only dog ​​nest that is interested in. In Hermes, similar products have been given the role of distribution, and Cano also has a Hermes silk scarf.

In some scenarios, even if these pet products are not loved by pets, they can make consumers rush.

If you can meet practical value and accept the price, Lao Dongzi will consider upgrading NIMO's supplies into luxury goods. He admits that the pet owners of luxury brands are more psychological added to pet owners. For him, buying these products can not only express his love for NIMO, but also show the dog's own personality.

Give the best thing to "Mao Child" within your own ability, which is the consumption concept of many young pet owners. This is also doomed that the pet supplies of luxury brands are more like the brand that maintains customers, not an independent, strong professional product line.

(Picture from the official website or screenshot of various brands)

Source: First Finance

Edit: Liu Yuhong

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