The roaring-style dog training attracted 12.5 million fans. Has the pet industry changed?

In the circle of pet lovers, the cute pet blogger @潘宏爱玩狗 on Douyin quickly became popular with his unique roaring dog training method and exaggerated video style. In just 30 days, his number of fans surged by nearly 5 million, and the total number of fans exceeded 12.5 million. This phenomenon not only set off waves in the pet track, but also triggered new discussions on pet content creation and live streaming.

"Man, even Jesus can't save it today. I say, fly the kite!"

Pan Hong, who said this with a cruel expression and a violent tone, seemed to have transformed into a "Rakshasa of the dog world" in front of the camera, which frightened a group of "evil dogs" and aroused the interest of many viewers in front of the screen.

@潘宏爱玩狗 is the "cute pet blogger" on Douyin with the fastest growing number of followers in recent times. With his unique dog training skills and exaggerated and exciting video style, he gained nearly 5 million followers in 30 days. The total number of fans of his account has now reached 12.5 million.

In addition to short videos, Pan Hong's live broadcast room is also very popular and flourishing. Since the restart of live broadcast on October 6, the number of viewers in his live broadcast room has soared. Currently, the number of viewers for a single live broadcast has stabilized at more than 4 million. The GMV of the live broadcast room has also shown a trend of continuous growth, and it is definitely one of the most popular live broadcast rooms on the platform.

In fact, it is not just @潘宏爱玩狗. Recently, Kas has noticed that there are many "cute pet live broadcast rooms" that have performed outstandingly and shined. The pet track, which was once predicted to be "unable to do live broadcasting", has finally ushered in a new solution?

1. Alternative dog training attracts 12.5 million fans @潘宏爱玩狗 becomes the new top player in the pet industry

The pet track has always been a gathering place for traffic on short video platforms. Smart, cute, clever and innocent furry children naturally have a charm that attracts attention, especially their cute appearance and friendly personality, which have become a weapon for many pet accounts to attract fans. According to public reports, on Douyin, the average monthly coverage of pet content has reached more than 300 million, and the number of interested users exceeds 150 million.

With people's natural love for pets, the pet track has previously produced several top accounts with over 10 million followers, but @潘宏爱玩狗's fans are completely different from them - the dogs that appear in his videos are all "evil dogs" with a history of bad deeds such as guarding food and biting people, and Pan Hong treats them in a very rough way:

It is understood that Pan Hong has many "secrets" for dog training: "Dragon Fruit", "Heart-piercing Kick", "CPR", "Kite Flying"... These "secrets" refer to some uncommon and slightly cruel dog training methods he uses. For example, "Dragon Fruit" is to insert a stick into the dog's mouth and beat it until it bleeds; "Heart-piercing Kick" is to kick the dog's heart hard; "CPR" can even strangle the dog to faint.

In addition, Pan Hong also raised a group of "assistants", many of whom were "venomous dog predecessors" who had been sent here in the past. Whenever new dogs entered the dog farm, Pan Hong would let the predecessors teach them a lesson on his behalf, so that the new dogs would understand that they must recognize their own status.

According to Kas, @潘宏爱玩狗 has been making dog training short videos for a while. Although he has accumulated a certain number of fans before, his influence is relatively small and he is not as popular as he is now. The reason why he became popular on Douyin is mainly because of the story of the husky Liuliu's escape.

Liuliu is a husky that had bitten its original owner many times and was about to be euthanized. In order to give it one last chance, its owner sent Liuliu to Panhong Park for rectification. It was obvious from the first meeting that Liuliu had an unusual temper. Even though they were separated by a cage, he still took the opportunity to bite Panhong hard.

On the day of entering the park, Liuliu received two sets of CPR and a set of pitaya, but even though it was dying, it kept shaking its tail and slapping the ground to express its dissatisfaction. In this way, in the days that followed, Liuliu continued to receive transformation in the park, but no matter how much it suffered, it never gave in.

Finally, on a dark and windy night, Liuliu, who had determined the escape route after many surveys, jumped up and climbed over the wall and successfully escaped from the dog training farm. In the minds of fans, there are two unwritten rules in Panhong Park, that is, the vicious dogs sent in must either surrender or be reborn. Liuliu's "prison break" broke this "iron rule", and his pursuit of freedom was also jokingly called "Xiao Shenliu's redemption" by netizens.

In order to find Liu Liu, Pan Hong offered a reward of 10,000 yuan and asked netizens for help. Since then, "Liu Liu's escape" has become a special topic between Pan Hong and his fans, and the story about Pan Hong and his dog training park has spread more and more widely. As his popularity has increased, discussions about him have also become increasingly heated.

Some people think his behavior is cruel, accusing him of abusing animals in the name of dog training. Some even send private messages to Pan Hong, call him to insult him, and threaten him to close the park. However, many "unlucky owners" come here to send their "evil" dogs to the park for rectification. For this reason, Pan Hong's live broadcast room has become an important place for fans to connect with him and consult. The questions raised by dog ​​owners are all kinds of strange, and Pan Hong's answers and solutions are also quite dramatic, so many "famous scenes" have been born in the live broadcast room:

For example, one owner just approached the food bowl when the dog was eating, and the big dog bared its teeth and yelled at him. The owner even wanted to bite him, and he was awarded the "entrance qualification to the park" on the spot by Pan Hong. Another owner complained that his Border Collie ignored men on the road, but pounced on pretty girls. Pan Hong bluntly said, "This dog was taken out by your partner to find a mistress, and the other party gave it delicious food."

His humorous live streaming style has made his live streaming room more popular and his account more well-known. Every day, millions of netizens wait in his live streaming room to see his new dog training stories.

2. What are the popular pet live broadcast rooms broadcasting?

In fact, in stark contrast to the popularity of pet short videos, creators have rarely tried pet live broadcasts. This is because the animals, as the protagonists, do not understand routines, are difficult to control, and cannot respond to user requests, and cannot assume the responsibilities of live broadcast hosts. However, recently, Kas has noticed that several pet live broadcasts have performed very well.

For example, @芬儿头是猫不是猪, the protagonist of this account is an evil silver tabby and his owner "Qin Hailu". Every time it is time for their live broadcast, Fern'ertou will appear in front of the camera with his hands in his pockets and work "motionlessly".

Like most workers, it is not in a good mood at work. Its big round face is often filled with disdain and impatience. It will stretch its claws and breathe out at its owner from time to time to express its dissatisfaction. But as long as the owner takes out cat food and snacks to pay it, it will "change its face" on the spot and let the owner rub it obediently. This sharp contrast has contributed to many famous scenes in the live broadcast room, and the corresponding clips have been made into slices and widely circulated:

A classic scene is that the owner wanted to put clothes on it. At first, it was very reluctant. It not only stretched out its paw to slap it away, but also wanted to bite the owner's hand to protest. In order to make it work honestly, the owner took out a piece of dried meat and waved it in front of it, and told it that it would be rewarded if it worked hard. After eating the dried meat, Fen'er immediately calmed down and let the owner put clothes on it. With the help of the owner, he even showed a "professional fake smile".

The interaction between the two, similar to that of "boss and employee", creates a warm and interesting viewing experience, attracting the attention of many pet lovers. Fenertou has gradually become a recognizable internet celebrity cat and even has its own IP image.

In the process of selling goods in the live broadcast room, the owner will not make stiff recommendations like in traditional live broadcast rooms, but will cleverly embed various pet foods and pet supplies into the interaction between himself and Fenerhead. This method is not only special, but also more authentic and scene-based, which stimulates the audience's desire to buy.

Data shows that in the past 30 days, @芬儿头是猫不是猪 has conducted a total of 8 live broadcasts, with cumulative sales reaching the range of 2.5-5 million, which is a relatively good level in the field of cute pets.

Of course, there are still only a few animals like Fenertou who can "change with the food". Most animals find it difficult to stay in front of the camera for a long time due to their nature. Therefore, some creators have also figured out a live broadcast method that is suitable for both of them in the process of getting along with their own furry children.

Some choose to run after their pets, and follow the pets with the camera in hand, live-broadcasting the pets eating and playing in real time while chatting and interacting with the audience in the live broadcast room.

For example, @Landi's Happy Life live broadcast mainly shows the daily life of a group of pet dogs at home. In the live broadcast room, viewers can see the dynamics of Landi and his family members in real time, including feeding, playing, training and other scenes. The owner will also introduce some knowledge and experience of caring for dogs in the meantime.

This natural and realistic live broadcast makes the audience in front of the screen feel like they have become a member of the Landi family, which increases the fun and sense of participation in watching.

It is worth noting that in this type of live broadcast, pets are more of a medium to attract attention, and the creators are the real protagonists who communicate with the audience in front of the screen. Some viewers even have more feelings for the creators than for the pets. Therefore, this type of live broadcast room will have a wider range of products, not limited to pet-related products. Compared with pure pet vertical live broadcast rooms, it is easier to select products but the sales volume is higher.

In addition, there are live broadcast rooms that, in order to better control pets, directly choose to broadcast live while they are sleeping, and cleverly use their snoring during sleep as ASMR material, which not only melts the hearts of many pet lovers, but also provides comfort and help to many insomniac users.

3. What are the elements of a high-sales pet live broadcast room?

In recent years, the scale of my country's pet market has been expanding rapidly. In 2023, the market size of China's pet industry reached 279.3 billion yuan. According to a data report released by iiMedia Research, by 2025, the scale of China's pet economy is expected to reach 811.4 billion yuan. The pet industry has initially matured and is developing rapidly.

The "Douyin Cute Pet Plan·Pet Raising Trend Report" report released by Douyin E-Commerce during the IT Expo in April this year shows that from the perspective of the overall changes in the pet market, in 2023, the number of pet industry consumers on the Douyin platform will increase by 92% year-on-year, pet product sales will increase by 138% year-on-year, and the number of pet industry experts will increase by 102% year-on-year, which indirectly verifies the growth prospects of the pet track in the entire short video and live broadcast fields.

After an in-depth analysis of the live broadcast rooms in Douyin's pet track over the past six months, Kas found that the accounts with higher sales on the platform can be roughly divided into two categories.

One is the flagship store account of each pet brand.

Frankly speaking, these live broadcast rooms do not have too many "animal elements". Like other brand live broadcast rooms, they are more focused on product explanation and brand promotion. The purpose is to enable consumers in need to find a reliable channel to place orders steadily and win by relying on their own products and mechanisms.

The second type is the accounts of some "life + cute pets" influencers, such as @兰帝一家幸福生活, @芬儿头是猫不是猪, @邓峰萌萌堕肿, @棍哥的温柔香, etc.

The "animal characteristics" of these live broadcast rooms will be much more distinct. The reason why they can leave a deep impression on the audience is because they have one or more pet stars at home.

However, the reason these live streaming rooms have become popular and achieved good results is not just because of the cuteness of the animals. Although characteristics such as "drama" and "appearance" are still key factors that cannot be ignored in pet accounts, compared with the previous complete reliance on the pets themselves, the role played by pet owners in the accounts has become increasingly important.

The audience is more looking forward to seeing the intimate interaction between pet owners and their pets, is more willing to regard pet owners as their Internet friends, and prefers to place orders and shop in the live broadcast rooms of owners who share the same ideas as themselves.

In addition, "cultivation system" and "meme culture" are also two key words that enable pet accounts to remain popular and monetize.

The representative account of the former is @邓峰萌萌跤肿了. As a popular figure in the pet industry, the secret of Deng Feng's long-term popularity is that after he became famous with the first generation of cattery celebrities such as dragon and nana, he not only filmed their daily lives to maintain popularity, but also further recorded the growth process of their offspring. These kittens, from birth to going to a new home and growing up, every step will be witnessed by fans. In addition to continuously ensuring the traffic of the account, many users also took the initiative to buy the same models and peripherals of the kittens because they witnessed Deng Feng's dedication.

The latter has more representative accounts. Let’s take a brief look at @潘宏爱玩狗 mentioned above. It became popular at the beginning because a large number of netizens posted hot topics such as “Where is Liu Liu” and “Xiao Shenliu’s Redemption” in its comment section, which attracted the curiosity and attention of many new fans, and thus made them want to understand its content and account in depth.

Since the rise of short videos, the pet track has never lacked new stories. It is foreseeable that after accounts such as @潘宏爱玩狗 and @芬儿头是猫不是猪 have become popular, the pet track will produce more new top-tier accounts with diverse styles.