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Most Americans see their
pets as family members, surveys show. Those with dogs are more likely to call
themselves pet "parents" than pet "owners". There are more
of these parents than ever. In big cities such as San Francisco and
Seattle,(owned) dogs outnumber children.
The ways in which companies
are profiting from the trend are also becoming various. Kinds of dog food and
various pet mattresses (垫子) are always in hot sale.
And it is not surprising that, for pets, Americans spent more than $400 million
only on Halloween costumes this year. Overall, annual spending on pet food and
products in America has risen by around 40% over the past ten years.
Now a pack of startups
have sensed a fresh opportunity.
Much as Airbnb has offered
travelers another choice instead of staying in a hotel, two firms, Recover and
DogVacay, want to give pet owners an alternative to kennels (养狗场) when away from home. The cost is around $30 a night, with the
majority of that going to the sitter, who takes care of the dog, and around a
fifth to the company﹣much less than you would
spend to check your dog into a kennel.
The other big
sellingpoint is that pets will receive better treatment. There are ways,
apparently, to vet (审查) dog hosts to the real pet
lovers: only around 15% of those who apply to serve as sitters are passed.
Besides offering more attention and room, Rover has launched a feature that
helps customers to see how far their dog has been walked via the GPS in the
host's phone. Like Airbnb, both DogVacay and Recover insure stays against
accidents.
Another advantage of the
model is that consumers often use dog-sitting services many times a year, and
they tend to be loyal. That has helped DogVacay and Recover attract a lot of
money﹣around $140 million between them.
But firms that connect pets
with hosts will face great competition as they try to go global. Companies
offering homestays for dog rapidly appear in many different countries,
including Australia, Brazil and Britain. And unlike Airbnb, which pulls in
customers thanks to its presence in lots of markets that people want to travel
to, the network effect for services like DogVacay is local.
Despite having predicted
the trend early, such firms may never achieve the same scale as an Airbnb. But
then no one ever said it was easy to be top dog.