Today I would like to share with you "Zhang Yang takes you to see the pet product brand-Pidan Global Teardown" from Solution Consulting. I hope it will be helpful for relevant people inside and outside the industry to understand brand building. The details are as follows:

01

Brand background

Pidan: a brand of Danke Pet Products (Shanghai) Co., Ltd., a company focusing on designing for pets Products company, mainly engaged in mid-to-high-end pet products.

As the founder of Meow Star, Ma Wenfei has been unsuccessful in finding a suitable litter box for a cat named "Preserved Dan". Therefore, I personally designed a cat litter box product, and [pidan-bidan] was born

02

Brand online core sales channel

Tmall-brand

Sales have increased in the past year According to the trend, transactions are concentrated in S-level promotions (June and November), and the overall ranking fluctuates between 10 and 15. In the S-level promotion months, the industry rankings can reach the top 10.

The sales channels on Tmall are mainly self-operated by the official flagship store. Self-operated accounts for more than 80% of the sales in the big promotion month, while only 60-70% in the flat sales month.

PIDAN brand customers are mainly 18-29-year-old women from Guangdong Province (consistent with the industry); the unit price is around 125 yuan, and more than 22% of users will make multiple purchases.

Tmall-Store

Monthly sales for regular sales have reached about 12 million, and sales for major sales can reach 49 million+. The overall trend is upward. Mainly relying on S-level promotions to drive overall store sales.

The number of visitors in October 2021 reached 2.21 million, mainly due to Li Jiaqi’s live broadcast of pre-sale cat litter products on October 20, which brought a large amount of visitor traffic.

The unit price per customer during the store's big promotion is 2-3 times the normal sales. During the big promotion period, stores mainly promote multi-packs to facilitate consumers to stock up. In November 2021, the store mainly promoted multi-pack sales of single products (among the top 10 products in the store, 4 links were for multi-pack sales).

In terms of product layout, cat litter is the main category of the store, accounting for more than 75%+, and it reaches 80%+ during the big sales month.

The store price range is concentrated between 100-150 yuan, and Double 11 will increase the purchase of goods above 150 yuan.

Why is PIDAN betting heavily on the “cat litter” industry?

Because the cat litter industry has the characteristics of high growth, high conversion, high stickiness and high frequency of repurchase.

The cat litter industry has shown high growth in the past three years (sales scale and number of visitors). The conversion rate of the industry can reach 50%+ (characterized by high conversion and high user stickiness). The number of sellers in the cat litter industry is at the forefront. There is a trend of rising and then falling. Only 6.73% of sellers have transactions. The competition in the industry is fierce. From the number of sellers with transactions, it can be seen that consumers are more willing to buy products from fixed merchants. It is more difficult for new businesses to enter the market and take a piece of the pie.

Top 20 merchants account for nearly 50%, with a high degree of head concentration. Details of the top merchants in the cat litter industry: PIDAN has always been ranked TOP1 in the cat litter industry, nearly twice the gap with the second place.

Cat litter product matrix of PIDAN flagship store:

New rhythm of cat litter:

The differentiation of the five cat litter products in PIDAN store to address cat raising issues Selling point:

Why is the classic mixed cat litter so popular?

Mainly due to product innovation---mixing tofu cat litter and bentonite cat litter, which has the advantages and characteristics of tofu cat litter and bentonite cat litter;

At the same time, Taking into account the heavy weight of cat litter, the brand, in order to improve the convenience of users to purchase, PIDAN cat litter is delivered through SF Express (the only brand that uses SF Express to deliver cat litter) to reduce consumers' transportation troubles.

pidan Douyin

The flagship store is the main Douyin store. It began to generate sales in August, mainly self-streaming and selling goods.

In the launch month, experts will mainly bring goods, and the number of experts will shrink month by month.

Compared with Tmall products, the prices of Douyin products are more advantageous.

03

Brand promotion media

Xiaohongshu VS Weibo

Xiaohongshu - pidan mainly uses amateurs to publish "cat-themed graphic notes", which will be promoted in October's Double 11. In the future, we will increase the amount of investment for experts.

October’s experts’ notes are mostly themed “Double Eleven Stocking Up” + “New Product Launch – Freeze-Dried Classic Cat Food” to prepare for the 11.11 promotion.

The brand note uses cats as the protagonists, which not only displays the products but also arouses the love of sweet potatoes. In addition, the price of the same product on Xiaohongshu and Tmall is slightly different.

Weibo mainly focuses on bloggers with less than 800,000 users (accounting for 76%); bloggers are mostly concentrated in the fields of beauty, skin care and fashion.

pidan’s official Weibo registration time is short, and the first update was released on March 2, 2021, #JNBYHOME×pidan# jointly launched a spring and summer pet lifestyle series with JNBYHOME home brand.

The articles published subsequently focused on the topics #pidan share#, #pidan travel#, and #pidan inspipation#, and the articles published were full of simplicity and artistry.

Station B

pidan accounts are rarely used in Station B and the splash is small.

Public account

A total of 130 original contents were published, mainly divided into two major sections: news and services.

News: Published articles include new product launches, joint event releases, dream collaborations with various artists and psychologists, updates to offline cooperative stores, and other information.

Compared with other platforms, pidan works more hard on WeChat.

While displaying the products, each article reflects the pidan brand's emphasis on art and its love for pets.

Service: Among the services provided by pidan, the product detection and traceability portal directly shows users pidan’s mobility, informs users that all products have been tested, and will update the testing time point of the same product.

Each time point corresponds to a test report, so as to dispel users' concerns and enable them to purchase with peace of mind.