Experience Economy - Pet Food
Understanding and adapting to the era of experience economy
Once upon a time, it was the development of a commodity-based industrial economy. Since the beginning of the 21st century, social and economic development not only improves people's material living standards, but also triggers people's pursuit of spiritual civilization, stimulates the level of consumption from the traditional material demand to the higher form of physical and mental experience, to meet the self-realization and emotional needs of people one step closer, and the era of experience economy is coming.
The experience economy is defined as “an economy in which many goods or services are sold by emphasizing the effect they can have on people’s lives.” Experiences are their own category, just like “goods” and “services.”
A famous social thinker Alvin Toffler said, “The future economy will be a kind of experience economy, and the producer of the future will be the person who makes the experience.” An experience is not an amorphous construct. Once you participate in the experience, no matter what you touch or see, it is a process of consumption.
In order words, asking customers to pay for their feelings is not a service or a product. For instance, NikeTown and Apple flagship store are part of a product that benefits by attracting people to experience it. This kind of income is more profitable than selling products simply. In these profits, more is included in the cost of people to experience this part. The experience seems free, but it increases the desire to buy. In the process of experience, let them answer the questions that no one answers when they are not experiencing. Experience spending doesn't mean you have to buy what you're trying to buy, but it does give you a stronger appeal and clarity.
Pet economy under the influence of experience economy
It’s mentioned in Welcome to the Experience Economy the theme the experience. Let us to think of the pet themed experience shop that is most popular among young generation in China today. Instead of selling pets, they sell the time when customers interact with dogs, cats, rabbits and even ducks in the store. They also provide drinks and cakes that need to be paid for. It not only provides guests with an unprecedented experience, the opportunity to get close to small animals, but also can meet with family and friends for drinks and chat. In additional, it seems like on the basis of coffee shop. There are more interactive links with small animals, but such theme experience has received strong response.
How to develop pet food in experience economy
The pet economy is able to integrate in the experience economy. Firstly, pets can improve the quality of human life, relieve pressure and provide spiritual comfort. In the era of experience economy, the individual needs that customers have been suppressed have been completely released. In China, with the change of traditional family structure and the increase of social pressure, the demand for "companionship" among people is increasing. They started keeping pets. Due to growing number of pets, it has brought business opportunities for domestic and imported pet food.
And according to our survey, 13 percent of people will choose to go to supermarkets to buy pet food, 49 percent will shop online, 18 percent will go back to pet stores, 9 percent will buy pet food in pet hospitals, and even others will buy pet food through live recommendation from influencers or movie stars. But in these channels, people are just buying. If we can get people to buy pet food while understand pet food better, it's going to be a good experience.
We can combine the channel of purchasing pet food with letting people and their pets take part in some interesting activities at the same time. For example, we can hold activities, provide pet food in free and let the pets try it on the spot. At the same time, people can enjoy playing games with their pets or let their pet participate in the pet competition with other pets. The winner will be sponsored by the pet food brand, and the other people can buy pet food on the spot at the best price. If held fixed-point activities regularly, it can also attract a number of loyal customers.
BY CHEN Tian
Sources :
https://www.ixiupet.com/kuaibao/18803.html
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