Zhang Tianhang has seen too much of such a scene. As the founder and director of yingchong photography studio, he receives many pet owners in this two-story studio every day, and takes them with them. He shuttles through the dazzling pet clothes, recording the beautiful moments between the owner and the pet with long guns and short guns. There are wonderful stories between people and pets in the studio every day.
This is a group of consumers who love to spend. He said.
Pet photography is one of the subdivided industries in the photography circle, Zhang Tianhang is the first water tester. With the continuous rise of it economy, pet photographer has become a rapidly rising new profession. According to a group of data provided by meituan, the top 10 cities in pet photography business are Shanghai, Beijing, Hangzhou, Tianjin, Chengdu, Guangzhou, Shenzhen, Wuhan, Shenyang and Nanjing. The user with the highest online consumption amount of pet service in China comes from Beijing. In 2018, the pet owner spent 47297 yuan for all kinds of consumption including pet photography.
The small pet studio has become the epitome of the pet economy.
Click, click, click!
When the shutter button is pressed several times in a row, Teddys owner wears a British black coat decorated with gold buttons, and always smiles in front of the camera. Teddy beside her also cooperates with the owner and wears a similar set of small clothes. In order to set off the clothes, the pet makeup artist beside her specially adds some gold threads to Teddys ears. Teddy is very well matched with the food of the assistant photographer.
As soon as the photographer said OK, Teddys owners eyes quickly shifted to the dog. Then she continued to make suggestions: do you want this wreath? There are other accessories in the trunk. Do you need to change another one? Teddys owner is eager to make his pet dog show the most beautiful state, because this is her Christmas gift to Teddy in 2019. I give it gifts on every festival, some are candlesticks, some are wreaths made of flowers, and there is a wardrobe at home specially for Teddy to put clothes and accessories. Every morning, Teddy will run to the wardrobe to choose clothes by himself. A nanny who specializes in dogs will comb their hair and shape them. The host cant hide his love for Teddy.
Zhang Tianhang chose the studio in a garden style community beside the East Third Ring Road of Beijing. The residents income of the community is at a medium and high level, which can keep up with the consumption level of pet photography. The exterior of the community is also suitable for pet photography.
Zhang Tianhangs studio fees are not low. Different sets of photography range from hundreds to 10000. Zhang Tianhangs unit price is about 10000 yuan.
There are different pet photography themes in the studio, including Christmas theme, Christmas tree decorated with gifts and red scenery; there is big white rabbit theme, big white rabbit milk candy pillow appears pure and lovely under the white scenery. In the locker room of the studio, there are kittens and dogs clothes, hats, glasses, necklaces and other accessories. They are colorful, various and dazzling.
Zhang Tianhang liked photography and preferred to shoot animals when he was young. Ten years ago, he went to Trent University, Nottingham, UK to study for a masters degree, majoring in dog photography. At that time, pet photography was quite popular in the UK market, but few in China. Zhang Tianhang judged that the market opportunities in the future are great and cannot be missed. He returned to China for development after finishing his studies.
At first, even in Beijing, not many people knew about pet photography, so Zhang Tianhang only did part-time pet photography. Make an appointment to shoot one or two groups at the weekend. Most of the customers are introduced by friends and relatives. Later, word-of-mouth spread that Zhang Tianhangs pet photography was known by more and more people, his business was growing, and his photography appointment order changed from one order per day to three orders per day. He simply resigned and embarked on the road of entrepreneurship.
Speaking of entrepreneurship, Zhang Tianhang didnt feel too many frustrations and difficulties. It depends on more and more people who have pets around, and more and more people are willing to pay for pet consumption. His studio business is booming.
Pet photography is just a miniature of the huge pet consumer market. Zhang Tianhang also felt the rise of pet economy from his business. As mentioned in the prospectus of zhongchong stock, which is committed to making pet food, the level of national income is closely related to the development of pet market. When a countrys per capita GDP reaches US $3000-5000, it will drive the pet economy into a period of rapid development. In 2008, Chinas per capita GDP exceeded 3000 US dollars, and in 2011, the per capita GDP exceeded 5000 US dollars, which provided the economic foundation for the rapid development of pet market. The growth of per capita income will promote the development of pet industry from two aspects: on the one hand, owners who have already kept pets have stronger purchasing power for pet consumption; on the other hand, people who have not yet kept pets may also start to keep pets because they have money and leisure.
According to a research report of Guohai Securities, the number of pets in China increased significantly to 168 million in 2017 from 96.91 million in 2010. The proportion of foster families was 17%. However, compared with 68% of households in the United States, there is still room for improvement.
Consumption for love
Zhang Tianhangs studio shot two groups that morning. In addition to Teddys group, the other group was the shaved Samoye. Samoye was dressed in gray winged clothes, and its owner wore white winged guards.
The two groups of guests did not make an appointment to Zhang Tianhang to take the camera in person. They could only be shot by two other photographers. Zhang Tianhangs photography list for the next year has already been reserved.
In real life, most pet owners regard pets as their Sons or daughters. In Zhang Tianhangs view, with the reduction of functional requirements for pets, the demand for companionship and comfort is on the contrary increasing. Many pet consumers have raised the status of pets to the family level, and they are willing to take care of pets like children.
In addition to the daily care of eating and drinking Lhasa, in the studio, peoples expression of love for pets will be more direct - paying for it. Zhang Tianhang has an old customer who takes a set of photos every year for the birthday of his border dog, which has been taken for six or seven consecutive years. In the pet owners mind, every day of the pet is different. Taking a set of photos every year records not only the growth of the pet, but also the pet owners love for it.
A while ago, Zhang Tianhang took a group of special photos. The four-year-old girl came to the studio with a pillow with a picture of her pet dog on it. The pet dog accompanied her parents to take wedding photos and pregnancy photos, and then the little girl was born. In the birthday photos of her one, two and three years old, the pet dog has not been absent. But on the fourth birthday of the little girl, the pet dog died, and the child brought a pillow to commemorate the old friend. Zhang Tianhangs camera records the joys and sorrows between people and pets.
When it comes to pets, pet owners always talk about the cost. The owner of Samoye who came to take the photo said that she had to do two beauty treatments for Samoye every month, with the price ranging from several hundred yuan to 1000 yuan. This Samoyes hind leg was a little lame, and the owner had to spend more than 1000 yuan on medicine for it every month. Teddys owner didnt like to keep a dog, and her friends gave Teddy the gift, and she grew more and more emotional. She was busy in daily work, so she could only make up for herself by money Own debt, such as a special nanny to accompany.
Another owner of a pet cat came to inquire about the shooting price. She wandered alone in Beijing. In order to find a companion for herself, she kept a kitten. Some time ago, the kitten had an operation. She got up at one oclock in the morning to cook for the kitten, just to take better care of it. Food, medicine, toys and so on are all basic consumption. She is willing to spend more money to accompany her kitten and commemorate each others feelings.
Ready to go
Zhang Tianhangs trip in 2020 is almost full, and his shooting needs to be one year ahead of schedule. Zhang Tianhang will shoot different themes according to different seasons. For example, in January, he will go to Hainan to shoot seascape, in late October, he will take customers and their pets to shoot the exterior of the Great Wall, in November, he will shoot leaves, and in winter, he will shoot snow.
Although the profession of pet photographer is just emerging, there are also businesses around this subdivision field who are digging out more possibilities of subdivision industry. Zhang Tianhang organized a trip to take photos in 2019. Four groups of families and five cars set out from Beijing to Inner Mongolia, walking and stopping. Zhang Tianhang designed the route of travel photography. He felt that there were many hotels along the way that allowed pets to stay. Later, Zhang Tianhang received several promotional photos of the pet hotel.
Open meituans comments. At present, the main business types of pet services are pet hospital, pet beauty, pet bath, pet foster care, pet training and pet photography. Among them, pet beauty bath is the absolute mainstream, followed by pet hospital and pet foster care.
According to the data of meituan pet review channel, the cities with the largest number of pet hospitals are Chongqing, Beijing and Chengdu; the cities with the largest number of pet beauty bath and pet foster care businesses are Shanghai, Beijing and Chengdu; the cities with the largest number of pet photography businesses are Shanghai, Beijing and Hangzhou.
In terms of the growth rate of the number of stores, the growth rate of pet photography, pet training and other relatively small service categories is higher, among which, the number of pet photography stores increased by 291% year-on-year, and the number of pet training stores increased by 499% year-on-year. In addition, the number of queries and demands on the platform for emerging niche services such as cat and dog experience hall services, pet insurance, pet play, etc. are also growing.
For Zhang Tianhang, more segmentation means more opportunities. A small studio has been able to carry pet makeup, pet clothing, pet toys and other different industries. In addition to the daily shooting activities, Zhang Tianhang will also be invited to participate in some brand activities, such as shooting pet commercial films for Canon and Xiaomi as the start-up publicity picture; in addition, he will teach the pet photographer training class. In his future planning, pet photography teaching is one of the most important plans. In Zhang Tianhangs training course, the trainees come from all over the world, including mature photographers from first tier cities such as Beijing and Shanghai, and also from second tier and third tier cities, who want to try when they hear about pet photography. Each period of pet training costs more than 10000 yuan, including one months courses and five days of practice. After learning, some students choose to start their own photography studio, and some students take pet photography as the value-added business promotion of pet shop. Source: editor in charge of Economic Observer: Yang qian_nf4425
For Zhang Tianhang, more segmentation means more opportunities. A small studio has been able to carry pet makeup, pet clothing, pet toys and other different industries. In addition to the daily shooting activities, Zhang Tianhang will also be invited to participate in some brand activities, such as shooting pet commercial films for Canon and Xiaomi as the start-up publicity picture; in addition, he will teach the pet photographer training class. In his future planning, pet photography teaching is one of the most important plans.
In Zhang Tianhangs training course, the trainees come from all over the world, including mature photographers from first tier cities such as Beijing and Shanghai, and also from second tier and third tier cities, who want to try when they hear about pet photography. Each period of pet training costs more than 10000 yuan, including one months courses and five days of practice. After learning, some students choose to start their own photography studio, and some students take pet photography as the value-added business promotion of pet shop.