2021519_艾瑞咨询_2021年中国宠物消费趋势白皮书（68页）.pdf

2021 22021.3 iResearch I 3412 3 10 1 2 TGI TGI Target Group Index TGI()TGI=/*100 TGI 105 32021.3 iResearch I 2020 3000 14.2%2023 4456 90 SMS 4 1 2 3 4 552021.3 iResearch I 62021.3 iResearch I7251072154519912521298834883960445647.9%44.2%28.8%26.7%18.5%16.7%13.5%12.5%2015 2016 2017 2018 2019 2020 2021e 2022e 2023e2015-2023%2020 3000 2020 2015-2020 6 32.8%14.2%2023 4456 1 2 72021.3 iResearch I 40%20%13%12%10%10%APP/82021.3 iResearch I 20 90 30 1992 1993 1995 92021.3 iResearch I PEST/P ES T 20 1980/P E 2020 4.4 3.5%4000 2010 3-S 2020 65 13.5%2014 2020 8.5 T KOL KOL 102021.3 iResearch I 112021.3 iResearch I 2021.3 iResearch I N=3412 2021 3 online/51%43%25%20%12 1 2 3 4 5132021.3 iResearch I 70%56%16%9%9%9%6%4%16%9%6%4%1 S8.N=3412 2 2021 3 online 2021 1.8 142021.3 iResearch I S8.N=3412 N=956 N=966 N=610 N=544 N=336 2021 3 online 2021 28%28%32%33%37%31%32%38%39%28%27%28%22%22%26%25%26%18%18%19%17%20%20%17%18%15%19%16%16%17%14%12%18%14%16%12%10%10%6%11%9%8%11%5%12%Total&152021.3 iResearch I A6.N=2397 N=1902 N=547 N=214 N=324 N=318 N=291 N=124 2021 3 online 2021 43%45%49%71%56%48%45%51%42%40%35%23%27%27%35%24%19%13%29%27%32%36%39%35%9%7%13%5%3%5%162021.3 iResearch I1%2%2%2%3%4%6%8%13%17%1%2%2%6%7%7%18%2%6%7%/1.2 88%2.7 26%/A1.A2.A4-2.A3-2.N=2397 2021 3 online 2021 56%19%38%1.2 2.7 26%68%70%172021.3 iResearch I 15%A1.A2.A4-1.A3-1.N=1902 2021 3 online 2021 3%4%6%7%9%11%14%18%+62%2%3%4%6%7%9%5%6%7%11%25%1.3 2.2 15%64%56%182021.3 iResearch I36%22%21%14%12%12%9%9%9%8%8%7%7%7%6%6%5%4%A1.A2.A4-2.N=547 2021 3 online 2021 3.0 1.7 55%16%192021.3 iResearch I 3 A1.A2.A4-4.A3.N=318 2021 3 online 2021 66%38%14%14%1.8 3.0 42%9%202021.3 iResearch I23%17%14%13%13%11%11%11%10%9%8%7%7%7%top5 A1.A2.A4-2.A3.N=291 2021 3 online 2021/1.6 1.6 29%50%9%212021.3 iResearch I 1.6 A1.A2.A4-2.A3.N=214 2021 3 online 2021 78%23%17%1.7 1.6 51%6%222021.3 iResearch I A1.A2.A4-2.A3.N=124 2021 3 online 2021 1.8 1.3 47%28%26%25%21%16%18%15%13%10%80%27%19%4%23 1 2 3 4 5242021.3 iResearch I 85 74%1.5w 72%S3.S4.P109.P112.P107 P108.N=3412 N=2083 2021 3 online 95,14%90,33%85,27%80,14%75,6%75,6%,39%,61%,3%,15%,74%,8%8K,5%8K-1.5W,23%1.5-2.5W,40%2.5-4W,19%4W,13%2021 15%12%12%61%1%22%36%27%8%6%0-3 4-6 7-12 13-18 18 252021.3 iResearch I 36 46 18%44%23%11%4%0%20%40%60%80%16-25 26-35 36-45 46-55 56 51%49%0%20%40%60%80%2%20%67%10%0%20%40%60%80%5%76%17%1%0%20%40%60%80%2020 95 90+85 80+75-75-262021.3 iResearch I 2021.3 iResearch I8%38%9%11%23%36%38%10%14%23%37%37%53%B71.N=3412 2021 3 online B66.N=3412 2021 3 online 2021 3.4=94%=80%=43%2021 33%1 29%2 22%3 22%4 12%5272021.3 iResearch I50%50%49%44%32%18%17%17%16%8%-top3 B70.N=3412 2021 3 online 2021 2020 282021.3 iResearch I VS 90 95 S3.S4.P107.S5.N=1902 N=2397 2021 3 online 2021 VS/36%41%64%59%28%23%11%11%61%65%15%13%35%33%28%28%12%14%9%13%80 80 85 90 95 2021 VS 90 32%28%28%27%17%19%17%16%6%10%&90&95 292021.3 iResearch I VS.35 85 69%46-55 TGI 56%11516-25 24%124 12%119 83%108 TGI 55%11146-55 12%107 12%122 82%1082020 VS.302021.3 iResearch I&90 00 S3.S4.P107.S5.N=547 N=214 N=324 N=318 N=291 N=124 2021 3 online 2021&TGI31-35 33%119 48%123 18%114 TGI31-35 34%125 49%125 37%132 TGI21-24 13%129 31-35 34%123 38%135 TGI31-35 35%129 46-50 4%110 32%115 TGI36-40 18%127 50%129 33%119 TGI31-35 34%144 49%122 37%138 TGI 11%107 14%105 TGI 14%132 19%136 TGI 16%161 20%147 TGI 11%109 16%117 TGI 12%120 19%139 TGI 20%197 24%178312021.3 iResearch I&36-55 75 80 75 80 95 TGI 79%15536-45 37%15846-55 14%124 79%104 TGI 69%13636-45 37%15946-55 13%119 TGI 72%14236-45 35%153 79%104 TGI 56%11116-25 28%11936-45 31%136 TGI 52%10216-25 22%11936-45 30%127 20%113 2020&32 1 2 3 4 5332021.3 iResearch I C7./N=3412 2021 3 online 12%20%30%40%17%17%20%21%26%34%35%37%38%54%21%13%18%14%18%21%33%16%17%18%23%20%28%35%99%54%46%28%28%71%2021年 59%21%342021.3 iResearch I83%75%65%59%57%57%47%38%12%6%0 1 S10.3 N=3412 1 2021 3 online 2 2021 20vs.19+45%+42%/+2252%+51%+43%+54%/35 362021.3 iResearch I 2021.3 iResearch I 75%15%10%C4.N=2840 2021 3 online 2021 35%46%13%2%4%2-3 2-3 2-3 2021 372021.3 iResearch I 2021.3 iResearch I27%43%21%6%3%97%2020 50%45%C1.N=2840 2021 3 online 2021 50%2020+45%382021.3 iResearch I N3.N=3289 2021 3 online 16%21%26%28%34%36%43%47%2021 17%11%15%10%15%16%26%20%24%26%42%95%70%36%23%23%17%28%392021.3 iResearch I N1.N=3289 2021 3 online 2021/44%41%39%33%28%22%21%18%17%10%402021.3 iResearch I 2021.3 iResearch I16.7%6.9%6.1%5.3%4.8%4.4%3.9%3.5%3.4%3.0%ROYAL CANIN Orijen Myfoodie Pure&Natural Petcurean Go!ACANA PRO PLAN whiskas Pedigree 3 2020TOP10 57.8%42.9%3 GO 1-2 68.6%2021/+169.2%+68.6%+45.0%+152.8%+214.0%+51.8%/2020 TOP10 412021.3 iResearch I 2021.3 iResearch I57%53%42%42%38%34%29%24%18%/N2.N=3289 2021 3 online 2021 4.7 2021 42 432021.3 iResearch I 2021.3 iResearch I35%38%34%33%28%43%44%42%42%44%14%12%16%18%17%1%2%2%2%3%6%5%6%5%8%2-3 2-3 2-3 S5.C4.N=2566 2021 3 online S5.C4.N=751 N=760 N=451 N=385 N=219 2021 3 online 35%43%14%2%6%2-3 2-3 2-3 vs.27%2-3 35%27%6%vs.3%2021 2021 442021.3 iResearch I 2021.3 iResearch I24%42%26%6%2%C1.N=2566 2021 3 online 2021 2021 45 462021.3 iResearch I C4.N=2227 N=1587 N=1932 N=2027 1 2021 3 online 2/2.7/2.4/2.2/2.5/2021 472021.3 iResearch I 25%24%22%18%40%40%40%37%26%25%26%27%7%8%9%14%1%2%2%3%C1.N=2227 N=1587 N=1932 N=2027 2021 3 online 2021 482021.3 iResearch I 2021.3 iResearch I54%38%38%36%35%26%22%20%18%17%101104100102103100104101103101 C7./N=2995 2021 3 online 2021-2021 492021.3 iResearch I 2020 sku 40%59%50%+47%+136%+43%SKU 2020 vs.2019 50512021.3 iResearch I 2021.3 iResearch I39%39%40%41%44%45%50%51%55%57%60%/N4.N=547 2021 3 online C12.3 N4.N=418 2021 3 online 2021 2021 14%36%29%15%7%522021.3 iResearch I 2021.3 iResearch I 1 2 N85.N=214 N=324 N=318 N=291 2021 3 online C12.3 C72.N=218 2021 3 online 2021 2021 43%37%22%23%16%42%29%12%53 1 2 3 4 5542021.3 iResearch I01 02 03 05 04 06 552021.3 iResearch I 2021.3 iResearch I 23%vs 16%N=1902 N=2397 2021 3 online 70 80 95 00 1/3 40%18 20 45%60%55%VS.123%16%76%65%68%61%37%25%33%23%37%40%VS.VS.VS.562021.3 iResearch I 315 176 2020 12 12 2021 3 13 2020 12-2021 3 572021.3 iResearch I 2021.3 iResearch I64%81%56%58%42%147%30%18%21%12%17%/2020 412 151 162 402 118 114 2020 2020 vs.+13%+5%+31%+8%+38%+9%582021.3 iResearch I 9%7%5%5%6%6%7%5%5%5%42%40%35%34%33%38%36%33%32%33%29%30%33%31%32%32%30%31%29%29%13%14%15%15%15%14%16%16%14%13%7%9%12%15%15%11%11%15%20%19%1 2 N11.N=3412 2021 3 online TGI2021 118 111 104 100 108 107 103 100 103 100 592021.3 iResearch I 2021.3 iResearch I-40-50/20/-2500 N12.N=2875 2021 3 online 1 2 16%17%25%30%30%31%35%36%44%54%V 2021 2500+1700+1600+602021.3 iResearch I 2021.3 iResearch I 12.3%N=3412 N=880 2021 3 online+12.3%39.1%/7%6%6%6%4%3%3%1%1%0%2021 2021-612021.3 iResearch I 2021.3 iResearch I/N6.N8.N=3412 2021 3 online 35%39%40%42%46%17%20%18%16%23%2021-3-5-622021.3 iResearch I1.(50%)2.(51%)3.(43%)4.1.2.3.4.2020 920 1 2021 3 online 632021.3 iResearch I 2021.3 iResearch I 3.3 1+3 N=3412 1 2021 3 online 83%75%65%59%57%57%47%38%12%6%2021 4.14.13.32.82.72.62.52.42.2 2021/642021.3 iResearch I/65 IPO 66 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