Dog Tag Button, soon to be launched in China, aims to protect our furry friends via a Bluetooth-enabled tracking device.
Dog Tag Button is similar to popular wearable products, such as Misfit or Jawbone, tracking dogs’ activity levels and sun exposure. The device flashes red, green and blue in the dark to help owners easily locate their dog. If a dog is lost, the button also has a QR code on the back, which can be scanned for the owner’s contact information.
Pet ownership has become part of many consumers’ lives in China as disposable income has increased. According to Mintel’s report Chinese Consumers – Embracing the Change China 2014, CAGR in the pet food, care and accessories market has been in the region of nearly 30% since 2008.
Smart wearable devices may be new for pets, but they have been well embraced by Chinese consumers. In fact, 74% are interested in using wearable device to track sleep quality, heart rate, and blood pressure, according to Mintel’s Trends in Health and Wellness China 2015 report.
Increasing pet ownership has led to more services tailored to pets and their owners. We’ve seen New York’s JFK Airport open a luxury animal terminal, the Pet Care Line allow Australian pet owners to contact and get health advice from trained professionals and the launch of Tindog, a social app created for US pet owners to find friends for their furry companions.
Brands can build on this affection by launching pet-themed businesses. Cervejaria Bamberg has recently unveiled a range of beers with homeless dogs displayed on labels to promote the adoption of homeless pets in Brazil, while pet-themed cafés are booming across Asia, especially in Japan and Thailand.
For many owners, the wellbeing of their pets is as important as their own, suggesting opportunities for technology brands to launch innovations that help them raise healthier pets. When marketing pet-related products, brands should also leverage the social effect of pet ownership as they often share experiences and product feedback with each other on social media.
In our 2015 Consumer Trends Predictions we foresaw the rise of smart technology, that has since exploded onto the retail scene. See what’s in store for 2016 – download your free 2016 Consumer Trends Now.
Philix Liu is a Trends Analyst for the APAC region and is based in Shanghai. His area of focus includes innovation, creative marketing campaigns, new design and other trends related content. He also helps inspire brands and agencies on-site to innovate in the APAC region.