Pet industry news: Recently, RedDog, the leading brand of pet nutrition and health care products, announced that it has launched a "Dragon among Cats Welcomes the New Year" New Year pet-themed gift event with the animated IP "My Dad is a Dragon". The two parties jointly launched the "Dragon in Cats" gift box, a limited-edition co-branded product for the Year of the Dragon, and also created the popular short video "Dragon's Repayment".

Red Dog stated that as a pet brand that has been established for ten years, the co-branding with "My Dad is a Dragon" not only allows the brand to break through existing consumer groups, but also promotes Red Dog's popularity in the market. The brand has taken a step further on the road to rejuvenation, and based on the brand's deep cultivation in the field of scientific nutrition, it has conveyed the concept of scientific pet care to more young people.

Red Dog’s joint gift box “Dragon Debuts”

The creative short video conveys the knowledge point of “Raising a cat requires grooming”

According to the editor’s understanding, this time The joint event between Red Dog and Dragon Dad was officially launched on January 22, and was simultaneously officially announced on Xiaohongshu, Weibo, WeChat, Bilibili, Douyin and other platforms, and launched the Year of the Dragon limited joint model "Mao Zhong" "Dragon" gift box, and also created the short video "Dragon's Repayment" that became popular across the Internet.

The limited edition co-branded gift box not only contains the red dog hair removal cream and red dog nutritional cream that are well-known and necessary for pet-raising families, but also the "Dragon Palace" small suite cat nest and the "all-in-one" cat bowl , Dragon Dad blessing pendant, and co-branded small stickers and small red envelopes.

Red Dog said: "This set can not only help cat owners decorate the Year of the Dragon atmosphere for their cat owners, but also improve the nutrition and health of furry children. The gift box has been well received as soon as it was launched online. In order to grab a co-branded gift box for their furry children, they have attracted the attention and participation of thousands of furry cats, and shared their experiences of using Red Dog Nutrient Cream and Red Dog Hair Removal Cream.”< /p>

On January 26, Red Dog Dragon Dad jointly produced the short video "Dragon's Repayment". The video is not only funny and funny, but also conveys the pain points of "hairball syndrome" and "cat raising essentials" through vivid plots. The knowledge point of "Removing Hair" has allowed the poop removers to deepen their recognition of "Removing Hair with a Red Dog" through laughter and healing. Currently, the short video has been viewed more than 45 million times on the entire Internet.

Advocating the concept of refined pet care through co-branding with IP

Red Dog continues to launch new pet nutrition products

Mentioning the co-branding with Longpa IP, Red Dog He expressed that he hopes to use the influence of Longba IP to further promote the popularization of the concept of "fine pet care" on the consumer side.

In the current pet market, pet owners are younger and novice. Data shows that pet owners born in the 1990s and 2000s account for nearly 60%. Among the new pet owners, nearly 80% % are pet owners born in the 2000s and 90s, with the majority being born in the 2000s. In terms of pet-raising experience, more than 50% of pet owners have had pets for 1-3 years, and more than 11% of pet owners have had pets for less than 1 year.

This group of people has relatively little knowledge about pet raising. With the advent of the era of refined pet raising, they are also eager to understand the importance of pet nutrition for pet health. For high-quality, nutritious and healthier pets Product demand is increasing.

This time Red Dog chose to co-brand with Dragon Dad. In addition to breaking out of the existing consumer groups, it is also closely related to the refined pet care concept advocated by the Red Dog brand itself.

To this end, Red Dog continues to launch new products to promote refined pet care. In March 2023, Red Dog released RTG-N concentrated fish oil at the 10th anniversary conference and announced that it will be on the market for ten years. The nutritional cream and hair removal cream have been fully upgraded, and the PRO versions of nutrition cream and hair removal cream, as well as lactoferrin nutrition cream and 0-glycation hair cream have been launched through online and offline channels.

In August 2023, Red Dog released the medical channel MERIT product system, which covers the life cycle health scenarios of dogs and cats. It includes both functional health care products and auxiliary recovery products, such as joint products that improve the quality of life. , urological products, gastrointestinal, fur, and respiratory series products; it also includes professional diagnosis and emergency care, such as products for treating pet stress, severe diarrhea, and emergency scenarios that endanger the life and health of dogs and cats.

Whether it is co-branding with IP or continuously launching new products, it is a reflection of Red Dog’s exploration and original intention of the dog and cat health business.

Nutrition, raw materials, formula, scientific research, and professionalism

Red Dog proposed five pillars of scientific nutrition

There is no shortage of products on the market, and many products are iterating and developing. disappeared, but there are still many unmet pet health needs. In order to create products that pet owners need throughout the whole life cycle of pets, Red Dog has specially proposed the five pillar concepts of scientific nutrition, and regards nutritional science, raw material science, formula science, scientific research technology, and promotion science as the product expertise of the Red Dog brand. Five major directions for exerting force.

Raw material science is one of the core aspects of the Red Dog brand's efforts. It insists on establishing in-depth cooperative relationships with the world's top raw material suppliers in the selection and cooperation of raw materials. Industry leaders such as DSM, a world-class nutritional raw material manufacturer, and the prestigious Sabinsa Group are both important strategic partners of Red Dog. On the basis of ensuring the provision of high-quality and efficient raw materials, these internationally renowned companies further provide comprehensive solutions covering the entire industrial chain, effectively guaranteeing the quality and performance of Red Dog products.

Through this strategic cooperation model, Red Dog is able to control product quality at the source and work with the world's leading raw material companies to provide a full range of technical support and services to provide better services for contemporary pet owners. .

Online and offline integrated marketing

Using brand potential to empower offline sales

As part of integrated marketing, Red Dog extends the Year of the Dragon IP marketing popularity to offline. Red Dog launched 1,000 highly anticipated "Dragon Dad Cat Bowls" in cooperative stores to reach offline terminals and consumers. It not only enriches the selection of offline terminal sales auxiliary gifts, but also attracts online consumers to come to the store to purchase Red Dog products, driving the growth of offline store customer traffic and sales.

Dealers also showed strong enthusiasm for ordering at the beginning of the Year of the Dragon. Red Dog not only successfully converted online traffic into offline sales, but more importantly, the empowerment of the Red Dog brand It has created a model for promotional activities for dealers and store owners, boosting the sales confidence of offline stores.

In summary, in this cooperation, Red Dog has given full play to the advantages of online activities and accurately empowered offline channels, which not only effectively promoted the market exposure of joint marketing activities, but also truly promoted It has revitalized dealers' business vitality and can be said to be a successful example of brand empowering dealers.

Easter Egg

In the 2023 pet industry report on Red Dog, Red Dog revealed that it will launch blockbuster products in the field of pet joints in the future. In this communication between the editor and Red Dog , Red Dog told the editor that the original rhetoric is being fulfilled one by one. On the 3.14 Red Dog Brand Day in the near future, Red Dog will release an "unprecedented" product in the pet nutrition track.

According to the information disclosed by Red Dog, this pet nutrition and health product contains patented ingredients exclusively introduced by Red Dog, which is safe, efficient and scientific.

As to whether this product is a nutritional supplement or a staple food product, and what its detailed selling points are, pet industry experts will continue to follow up and report on it.

In addition, Red Dog will meet you at the Shenzhen Pet Exhibition from March 14th to 17th;

At the TOPS Expo held from April 11th to 14th, Red Dog will We will also have face-to-face communication with you in Hall H4.

The booth number of the IT Expo is: H4-A1401; H4-A1501